Brand Tone

aspirational, professional, and encouraging

Brand Values

• •Quality of Life Improvement
• •Investment and Profitability
• •Trust and Experience
• •Legacy and Family
• •Environmental Responsibility

Best Practices

• •Lead with the "Why," Not Just the "What": Instead of just stating "Lots for Sale," focus on the end benefit: "A Space for Your Family to Grow," or "The Smart Investment for Your Future." This connects with the customer's deeper motivations.
• •Balance Aspiration with Credibility: Pair inspirational language ("build your dream") with tangible proof points ("20 years of experience," "3,000 lots sold"). This builds trust and makes the dream feel achievable.
• •Maintain a Consistent, Encouraging Voice: All copy, from social media captions to legal disclaimers, should feel supportive and professional. Avoid overly technical jargon and use a tone that empowers the buyer.
• •Leverage a "Legacy" Narrative: Frame the purchase not as a simple transaction, but as a foundational step in building a family's future and legacy. Use words like "legacy," "future," "generations," and "story."
• •Address Concerns Proactively and Transparently: Given the online mentions of complaints, it would be beneficial to create content that builds trust. This could include detailed client testimonials, transparent Q&A sessions about the buying process, and clear explanations of the financing and post-sale support. This approach can help manage their social perception directly.

Social Perception

The social perception of Lares appears to be mixed. While the company projects an image of a trustworthy and experienced developer, there are online discussions and TikTok videos mentioning customer service issues and complaints.

Copy Examples

• •The Story of Your Future Begins with a Single Step.
• •Your Investment, Your Lifestyle, Your Choice.
• •20 Years Turning Land into Legacies.
• •They told me it was just a lot... I saw it as a beginning.
• •An Investment in Your Happiness: Discover Our New Projects.