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Muñoz described the marketing like going
into a fashion boutique. “They don’t try to
sell you. They say, ‘this is what we have, and
if you want it, that’s ok, and if not, that’s ok.’”
This uncommon approach wasn’t simply a
gamble that happened to pay off. The Grupo
4S research staff compiles a highly specified
set of consumer’s desires which they will
fulfill with their marketing. After narrowing
down a distinct set of consumers that meet
the age and income level requirements of
their current project, they hit the streets
and interview potential buyers in search of
“weak signals.” With the research, they get a
sense of what people are really looking for.
“After you hear what the client has to say, you
get a sense of what they want,” said Muñoz.
“And the ideas are so simple. All you do is try
to make that idea deliver to the public.”
Through all of their hard work and
innovation, Grupo 4S has become the
largest real estate marketing agency for
Latin America. Their growth in the Latin
American markets has been so substantial,
they haven’t developed a large presence
in the US. However, they’re focusing on
gradually increasing their US presence,
particularly in Texas.
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