Margot Laurent / Chief Marketing Officer
Perspectives from a life in leadership.
The latest essay
Developers usually consult neighbours once a scheme is drawn, which turns consultation into a presentation. I argue for consulting before the massing is fixed, naming in advance what cannot change, and publishing what was refused as well as what was conceded.
Read the essayDevelopers usually consult neighbours once a scheme is drawn, which turns consultation into a presentation. I argue for consulting before the massing is fixed, naming in advance what cannot change, and publishing what was refused as well as what was conceded.
When rates rose, many developers defended their published prices with paid notary fees, free parking and fitted kitchens. I argue that disguised incentives mislead buyers and lenders, and that an open cut, extended to earlier buyers in the same building, costs less over time.
Words such as low-carbon and eco-friendly are becoming untenable in European consumer marketing. I argue that developers should replace them with measured figures, the regulatory baseline and the stage of each estimate, and accept that some buildings will look ordinary.