Economic fundamentals like credit availability, increased foreign direct investments, higher purchasing power, lack of housing and a rising GDP are among the many reasons boosting Brazil’s real estate market. Northeast Brazil’s GDP in particular is growing at a faster rate than that of the rest of Brazil; cities that are experiencing some remarkable growth include Recife, Salvador and Fortaleza.

These are just some of the subjects covered by Luiz Lessa, Chief Investment Officer at ADIT’s Investment Agency in an informative webinar broadcast on 15th September about Brazil’s real estate and hospitality investment market.

He expanded on the factors which bring Brazil to investors’ attention:  At the moment there is a 10 million unit deficit on affordable housing in Brazil which is now becoming a more pressing issue due to the fact that there is now mortgage financing available from the middle class.  “Minha Casa Minha Vida” the federal social housing programme for the low income families has also brought significant results in tackling the housing problem putting in US$35bln of investments and US$20bln in subsidies. Minha Casa Minha Vida is predicted to create 2million houses between 2011 and 2014.

In view of the major sporting events of the World Cup in 2014 and the Olympics in 2016 there are major plans put in place for the improvement of the country’s infrastructure with US$ 400 billion put in place by 2011.

In the Hospitality sector there is a need of 162,500 new rooms for the World Cup. Luiz Lessa points out that most of the tourism supply in Brazil has been so far offered by family businesses. However the number of hotels affiliated with hotel brands, is growing, , international hotel chains including Accor, Starwood Hotels and Hilton Hotels confirming their plans of expansion in the country.

ADIT Brasil has recently announced that it will be broadening its fields of activity to also include commercial -based investments. According to Luiz Lessa there is an increased international investor interest for shopping centre investments, offering attractive yields of 10-12% for acquisitions and 14-16% for developments. Nearly $5 billion has been committed by foreign investors to Brazilian real estate ventures over the past two years and there are at least 10 new real estate funds currently raising equity.

During the webinar Luiz Lessa stressed the importance of finding a local partner whatever the nature of the investment.  The Investment Agency is a business unit focused on organizing partnerships between Brazilian executives and foreign investors. The Investment Agency offers informative analysis on available investment projects in the country and conducts necessary negotiations – leading into deals.

Senior members of ADIT including Luiz Lessa will be coming over in London from 10-17 October for a week of business meetings and will be hosting a series of seminars and workshops.


For further information about ADIT’s scheduled visit in London, please contact ADIT’s representative in the UK, Tideway Communications on+ 44(0)20 8878 0787  (kerry@tidewaycommunications.com) or ADIT’s head office in Maceio, Alagoas  on +55 82 3327 3465 gepro@aditnordeste.org.br

This week sees the return of EPEX, The Exclusive Property Exhibition to Earls Court on Saturday 10th and Sunday the 11th of July.

EPEX is  aimed especially at luxury high end property from locations world wide.  The Exclusive property exhibition concentrates in particular on on luxury property priced from £500,000 to £25,000,000 . EPEX exhibitors are luxury property developers, real estate agents and organisations providing associated services.

Of course this is only one way for luxury property developers to raise their profile and to meet with potential buyers. There are now many channels of communication that sellers can interact with and Tideway Communications is leading the way in finding the right marketing channels for your product.


Tideway Communications is a specialist agency in public relations, marketing and event management services. We work with clients in the luxury homes and overseas property markets, property resorts and hotels.


Kerry Nicholas founder of Tideway Comms has over 20 years of experience in marketing and Public Relations. Back in 1995 Tideway began acquiring residential property clients including Vila Sol 5* Spa & Golf Resort in Vilamoura in the Algarve, Sapcote and Chesterton.  Tideway Comms is among the first UK PR consultancies to acquire overseas residential property well before the second homes market began to gather pace in 1997.

Tideway works on raising exposure leading ultimately to sales of luxury properties overseas. Tideway has worked on a media campaign to promote the high end  Tides Sugar Beach resort in St Lucia, a unique resort located in St Lucia’s Val Des Pitons, one of the most beautiful locations in the world, offering a range of luxury end properties. The resort has gained coverage in almost all UK national press and has recently confirmed sales of over $14.5m in the first six months of 2010.

A Press Release is simply a written statement to the media. It can announce a range of news items: scheduled events, personnel promotions, awards, new products and services, sales accomplishments, etc. It can also be used to generate a feature story. Journalists are more likely to consider a story idea if they first receive a release.

Write the headline. It should be brief, clear and to the point: an ultra-compact version of the press release’s key point. News release headlines should have a “grabber” to attract the journalist’s attention.

Headlines are written in bold and are typically larger than the press release text. The first word in the press release headline should be capitalized, as should all proper nouns. Most headline words appear in lower-case letters, although adding a stylized “small caps” style can create a more graphically news-attractive look and feel. Do not capitalize every word.

The simplest method to arrive at the press release headline is to extract the most important keywords from your press release. Now from these keywords, try to frame a logical and attention-getting statement. Using keywords will give you better visibility in search engines, and it will be simpler for journalists and readers to get the idea of the press release content.

Write the press release body copy. The press release should be written as you want it to appear in a news story. The lead, or first sentence, should grab the reader and say concisely what is happening. The next 1-2 sentences then expand upon the lead.

The press release body copy should be compact. Avoid using very long sentences and paragraphs. Avoid repetition and over use of fancy language and jargon.

A first paragraph (two to three sentences) must actually sum up the press release and the further content must elaborate it. In a fast-paced world, neither journalists nor other readers would read the entire press release if the start of the article didn’t generate interest.

Deal with actual facts – events, products, services, people, targets, goals, plans, projects. Try to provide maximum use of concrete facts. A simple method for writing an effective press release is to make a list of following things:

Communicate the 5 Ws and the H. Who, what, when, where, why, and how. Then consider the points below if pertinent:

  • What is the actual news?
  • Why this is news
  • The people, products, items, dates and other info related to the news
  • The purpose behind the news
  • Your company – the source of this news

Now from the points gathered, try to construct paragraphs and assemble them sequentially: The headline > the summary or introduction of the news > event or achievements > product > people > again the concluding summary > the company.

The length of a press release should be no more than three pages. If you are sending a hard copy, text should be double-spaced.

Include information about the company. The title for this section should be ‘About ABC Company’. After the title, use a paragraph or two to describe your company with 5/6 lines each. The text must describe your company, its core business and the business policy and must include your website.

Add contact information. This will allow journalists to get in contact if they need more information or would like to interview key people associated with the story. This is usually your media / PR department / agency. If you do not have dedicated team for this function, you must appoint somebody who will act as a link between the media and your people.

Other Tips

  • Include the company name in the headline, any subhead, and in the body of the first paragraph for better visibility via search engines etc.
  • If the press release is for immediate release, you may write “IMMEDIATE RELEASE” in all caps on the left margin, directly above the headline. If the release is embargoed, put “EMBARGOED UNTIL…” with the date you want the story released. A release with no release date is presumed to be for immediate release.
  • Research actual press releases on the web to get the feel of the tone, the language, the structure and the format of a press release.
  • The timing of the press release is very important. It must be relevant and recent news, not too old and not too distant.
  • Include a “call to action” in your release. This is information on what you want the public to do with the information that you are releasing. For example, do you want them to buy a product? If so, include information on where the product is available. Do you want them to visit your Web site to enter a contest or learn more about your organization? If so, include the Web address or a phone number.
  • Do not waste time writing the headline until the release is done. Copy editors write the real headlines in newspapers and magazines, but it is good to come up with a catchy title or “headline” for the release.
  • Send your release by e-mail, and use formatting sparingly. Giant type and multiple colors don’t enhance your news, they distract from it. Put the release in the body of the e-mail, not as an attachment. If you must use an attachment, make it a plain text or Rich Text Format file. Word documents are acceptable at most outlets, but if you are using the newest version (.docx), save down a version (.doc). Use PDF files only if you are sending a full media kit with lots of graphics.
  • Use your headline as the subject line of the e-mail. If you’ve written a good “grabber” headline, this will help your message stand out in the editor’s e-mail inbox.
  • Craft each release to target a specific media outlet and send it to the specific reporter who covers that beat. This information can usually be found on the outlet’s Web site. Blasting the identical press release to multiple outlets and multiple reporters at the same outlet is a sign that you are taking shortcuts rather than targeting a specific market.
  • Avoid jargon or specialized technical terms. If accuracy requires the use of an industry-specific term, define it.

Warnings

  • Always remember that editors are overworked and understaffed. If you can make life easier for them, you’re more likely to get coverage. If you write a press release that’s close to the way the editor will actually publish it, it may see publication with minimal editing. But if you fill it with fluffy advertising copy, don’t use proper AP style, etc., the editor must severely edit your piece to use it. That means he or she is more likely to just move on to the next press release–and there are plenty of them.
  • Avoid the temptation to clutter your lead with a glowing generalization about your company (“ABC Corp, a global leader in the manufacture of high-end widgets for the royalty of Europe, today announced…”) Many releases are written this way, despite the fact that editors delete this kind of fluff. Everybody says they’re the leader. Don’t waste the editor’s time. The place to put a description is in the company information section of the release. But keep it accurate and factual.
  • When e-mailing a press release, do not make the subject line of your e-mail “press release.” You will only blend into the crowd. Get the editor’s attention by making the subject line your “grabber” headline, e.g. “Brand Co. wins $30 billion government contract.”