For our latest Ad. campaign we wanted to personalise the marketing with a human touch hence the hands rather than simply pictures of the properties we have developed for rental. The concept is that we are pull rather than push unlike so many 'Brokeri-shmokeri' we want future tenants to be comfortable so we tailor a property search to their precise requirements rather than simply herding them like cattle towards the stock that we have on our books with spurious claims as to the delights of a property that quite simply has nothing to do with their criteria! Over the years we have met so many clients who turn up on our doorstep mangled by the system pushed from pillar to post by these bandits called brokers who make them pay the taxi fare to see real estate in the wrong location, price or style or worse all three! There is nothing like the abuse of the word 'Lux' in the local real estate market and also the euphemism 'Aristocratic'!!! The former means it has new often cheap tiles and laminate at best whilst the latter means you are probably going to have to dust the armchair down before you sit in it and wade through cobwebs to get to the kitchen! (incidentally why do so many 'Lelya' (auntie) brokers have dark blue or red rinses and wild perms?) Brokeritsa!

At Sofia Casa we try to take all that stress out of the equation for our clients by getting into their mind-set and pre-filtering according to our own high standards so as not to waste their precious time or ours! As a boutique agency that is the best way to compete with the big boys with a tailor made service all the way. So although it is a risky strategy to use a negative in a tag-line in an advert it is a conscious distancing marker, to state from the out-set that we are not like the ''brokeri-shmokeri'' that give too many real-estate agencies a bad name in Sofia!

James Flint www.sofiacasa.com