Real estate advertising no longer takes place exclusively on agency websites and specialized domestic and international portals. Although these channels remain the foundation of any serious market presence, they are now just the starting point. Agents are becoming content creators, stepping in front of the camera, producing short- and long-form video content, and presenting properties through personal experience, expertise, and – character.
The role of the agent has changed significantly. It is no longer just about brokerage, but about building trust and relationships. Agents are “putting a face” to their brand in public, showing not only professionalism but also a relaxed, human side. Audiences get to know them, follow them, and recognize them. Properties are increasingly presented through innovative, sometimes entertaining, yet always informative video formats that offer a genuine sense of space.
One of the real estate agencies that has particularly stood out with this approach is Four Nekretnine. Their strategy is based on strong and well-thought-out marketing: from short reels and dynamic social media videos to detailed video presentations that offer potential buyers far more than traditional listings. When it makes sense, AI tools are also used in their processes to make presentations clearer, more engaging, and aligned with modern audience habits.
What particularly sets Four Nekretnine apart, however, is the courage to combine the seemingly incompatible. Through a project aimed at strengthening their social media presence, they came up with a highly original idea – connecting real estate and gastronomy. In collaboration with chef Antonio Brajković, they developed a concept in which houses and apartments are not shown merely as walls and square meters, but as homes with soul.
Nothing evokes the feeling of home quite like the aroma and warmth of homemade food. That is why properties in Istria from their portfolio are brought to life through cooking scenes, local cuisine, and the region in which they are located. The fusion of space, region, and gastronomy creates a story that stays in memory. Although real estate and food may seem unrelated in the context of advertising at first glance, in this case the concept works surprisingly naturally – because it speaks about life, not just about sales.
Such an approach allows the audience to get to know the agents, experience the property, and feel the atmosphere it offers – all at the same time. It is a model that no one else is currently practicing, clearly demonstrating the agency’s readiness to push the boundaries of traditional marketing.
Alongside a strong digital presence, Four Nekretnine remains active in traditional advertising channels as well – in print, outdoor advertising, and through PR activities – but they do not stop there. They organize sporting events, participate in various projects, and promote healthy living and sports through targeted collaborations and sponsorships. As sponsors of football clubs and partners to trainers and gyms, they further confirm that they are not just a company operating within the community, but an active part of it.
This “combining of the incompatible” has become the hallmark of their marketing philosophy. And the results are visible: the numbers are growing, brand visibility and recognition are strengthening, and the audience increasingly distinguishes between an agency that follows trends and one that creates them.
“This is just the beginning. We have many more ideas, and we are clear about the direction we want to take. The properties in our portfolio will receive the best possible presentation because we believe each one deserves its own story and the right context,” emphasizes Alen Kurelić, director of the real estate agency Four Nekretnine.
“The reactions have been excellent – not only are we continuously increasing views and visibility, but the numbers are steadily growing. Clients are satisfied, buyers are responding, and more and more sellers are reaching out to us, finding us more easily thanks to our recognizability. We are unique in everything we do, whether through community engagement or marketing,” he adds.
He also stresses that this approach is not simple. “It is challenging because it requires a lot of time, effort, ideas, and constant strategic thinking. But we have a strong and creative team that shares the same vision. We want potential clients to get to know us and see in us not just an agency, but partners for important life decisions.”
Although this is only the beginning of a broader step forward, it is clear that real estate marketing is changing. And those who dare to think differently today are building their advantage for tomorrow.
