h1 / Page Title

ABOUT

01 / THE DRIVE

I have worked in Vietnamese real estate since 2017: a year selling apartments at Rever, then marketing at IGO since 2019. 49 projects, 223 campaigns, 1,421 ad creatives.

Most media buyers in this market change the audience and call it a test. I change the sentence. For the same project I would run a plain-spoken version against a money-first version, on two different pages, and let the market tell me which reading was true.

The work spans five product classes: apartments, townhouses and villas, provincial land plots, resort condotels and shophouses. The developers were Novaland, Hung Thinh, Nam Long, Dat Xanh, An Gia, Khang Dien, Phat Dat, Son Kim Land, CEO Group and Vinhomes, across ten provinces from Ho Chi Minh City to Phu Quoc.

02 / THE OFF-SCREEN

Born and based in Ho Chi Minh City. Real estate is a slow, high-consideration purchase, so the job is rarely about clever wording. It is about knowing which fact a buyer is actually stuck on. Legal title. The entry payment. Whether the road really gets built.

I keep the full archive of what I ran: every ad body, every creative, every campaign name. That archive is why this site can quote its own work verbatim instead of describing it.

Aqua City riverfront township by Novaland — p / Photo 01 of 04

The Song beachfront condotel in Vung Tau — p / Photo 02 of 04

Gem Sky World township in Long Thanh — p / Photo 03 of 04

The Emerald Golf View towers in Thuan An — p / Photo 04 of 04

REAL ESTATE PROJECTS

1,421

AD CREATIVES SHIPPED

DEVELOPERS · 10 PROVINCES

CAREER TIMELINE

2022 to now

MARKETING PROJECT MANAGER

Lead a project team of design, performance and content. Build sales kits and POSM for each project and keep project information consistent across every piece. Wrote the action plan, weekly timeline and monthly budget supporting the IMC plan of a 400-unit resort project, including the schedule for the CEO site tour, kick off and launch events. Build project websites, run Meta ads into the CRM for the sales team, and use n8n with AI to shorten the creative cycle.

IGO

2019 to 2022

MARKETING MANAGER

Ran the company's real estate advertising across 49 projects and 223 campaigns. Built a tiered page system of developer-brand pages, personal-review pages for provincial land and region pages, so the same project could reach different buyers without burning one audience. Wrote and tested the message itself, not just the targeting.

IGO

2017 to 2018

SALES CONSULTANT

Advised buyers and renters of apartments in Ho Chi Minh City. Learned from the sales side what a buyer needs to hear before committing money, which is where every message on this site starts.

Rever

Education

INTERNATIONAL BUSINESS ADMINISTRATION

Bachelor's degree, University of Finance and Marketing, Ho Chi Minh City.

UFM

Five product classes

APARTMENTS · VILLAS · LAND · CONDOTEL · SHOPHOUSE

A first-home buyer hears the entry payment. A land investor hears the title deed and the 1/500 plan. A condotel investor hears occupancy and monthly yield. Same media, different opening sentence. The copy structure stays, the first line moves.

What that actually changes

The method

MESSAGE TESTING

Campaign names carried the hypothesis: _Xoi thit (money-first, for investors), _Thong diep that (say the product plainly), _Bua vu vo, _Chay coi, _Mui long, _Giang luoi, _Bigbom. Running them side by side is how I learned which framing a given buyer responds to.

Written into the campaign names

The archive

EVERY AD KEPT

1,421 creatives and their full ad copy, pulled straight from the ads manager. The case studies on this site quote that archive verbatim, including the developers' own price and policy claims, which are ad messaging rather than business results.

Source of this portfolio

CORE FOUNDATIONS

Test the Message

Changing the audience is not a test. Changing what you say is.

One Fact at a Time

A buyer is stuck on exactly one thing. Lead with that, not with everything.

Pages Are Infrastructure

A tiered page system is what lets the same project speak in two voices.

Count What You Can

If I cannot verify a number against the account, I do not publish it.

CORE COMPETENCIES

Campaign Architecture

Structuring campaigns around launch phases and sales teams so a project can run for years without the audience going stale.

Real Estate Copywriting

A five-block structure that holds across every product class: location in travel minutes, legal status, counted amenities, financing, then the launch price.

Tiered Page Systems

Developer-brand pages, personal-review pages for provincial land, region pages, each carrying a different voice for a different buyer.

Message Testing

Running competing framings of the same project side by side, with the hypothesis written into the campaign name so results stay traceable.

Lead Capture & Attribution

Price-list PDFs, showroom booking forms, deposit holds, and a dedicated hotline per project so the source of every lead is known.

Creative Direction

Aerial renders with corner price tags, on-site event photography for land plots, 15-second square video, matched to what each product class needs to prove.

MY TOOLKIT

Meta Ads Manager

Campaign build & delivery

Lead Forms

Instant forms, price-list gating

Auto-chat

Messaging objective, first-reply flows

Attribution

Per-project hotline & source tracking

Creative production

Static, carousel, 15s square video

Ad archive

1,421 creatives, full copy retained