99 Properties Content Strategy
Repositioned a Baghdad real estate developer from property lister to a brand known for transparency, across a 12-month integrated content strategy.
Role: Account Manager (Crazy Town Agency)
Client: 99 Properties
99 Properties develops, builds, and sells directly, no intermediaries. A real advantage in Iraq's real estate market. But this value wasn't visible in their digital presence.
The Approach
Built an integrated 12-month communication strategy on two strategic priorities:
Transparency as voice, behind-the-scenes content showing how the company actually works.
Influencer selection that combined reach with credibility in luxury lifestyle.
A 12-month communication strategy, content architecture, influencer framework, and calendars for 99 Properties and two sub-projects.
The Results
Established transparency and direct dealing as the central communication territory, giving the brand a consistent alternative to specification-led real-estate marketing.