Chapter, the first luxury real estate site without real estate.
Chapter sells exclusive real estate in a discreet manner, taking into account the target group more than the broker. They launched in September 2020 in the midst of the COVID-19 crisis.
SKINN helped create the business concept, the branding and the digital tools. We aimed for an atypical approach with the aim of generating a successful start in times of change.
Founders Maxime Traen and Dries François, both experienced in real estate thanks to the disruptive Immo Francois, look back with satisfaction on the first phase of Chapter.
The principle? The matchmaking tool, the Dreamcatcher, devised and developed by SKINN, links you to your dream home on the Chapter website without you ever seeing it, purely based on your wishlist. You will then be contacted by Maxime and you will receive an exclusive insight into the properties that meet your wishes, followed by a personal conversation.
During the first strategic phase, we found out that for the target group that offers or is looking for exclusive real estate, discretion about location, photos and price is particularly important.
This is often the biggest stumbling block to working with a 'classic' real estate partner and also the biggest challenge for the starting Chapter, because how do you advertise as a new real estate partner without explicit images of exclusive real estate? That is why a reliable network is the key to success in this market. Luxury real estate is often sold before it ever appears on the market. Maxime and Dries understand that, in addition to the digital experience, the personal connection is also of great importance and therefore they invest a lot of time and energy in creating trusting bonds within this target group.
Chapter takes an atypical approach built for its community and with success.
Since the start on September 12, 2020, Chapter has already sold 18 properties, of which 89% at the asking price. 1 in 3 of the properties was sold after the first visit. Each month, Chapter receives about 11,563 unique visitors across the website, of which 33% return to discover more. Results that prove branding can and should be so much more than just a beautiful logo. The value of strategic research and an empathetic understanding of a brand's business make Chapter the perfect example of branding ROI.