Art as a Reflection of the Community
In June 2022, a space previously occupied by a former haberdashery in the Valdeacederas neighborhood was transformed into a temporary exhibition that housed the creations of 13 international artists. This exhibition focused on the relationship between art and gentrification, symbolically represented through a large mosaic of advertisements urging the purchase of properties in the area.
Innovation in Marketing Strategies
In 2024, mailboxes in the Valdeacederas neighborhood continue to be flooded with advertisements, mostly from real estate agencies, seeking to attract buyers, sellers and investors. These marketing strategies have evolved into direct offers to neighbors, offering financial compensation for providing information about properties for sale.
Direct Offers to Neighbors
Recently, residents of Valdeacederas have witnessed the proliferation of brochures seeking to involve the neighborhood in real estate transactions. One advertisement in particular stands out by offering an initial payment of 200 euros to any neighbor who provides accurate information and, subsequently, an additional bonus of one thousand euros once the sale of the property is finalized.
Contact with Real Estate Agencies
When contacting the real estate agency Valore, which operates in the district of Tetuán, it is revealed that the strategy consists of making appointments with the owners of the homes in order to obtain exclusivity in their sale. This tactic includes an initial payment of 200 euros, with the possibility of an additional commission once the transaction is closed.
Reflections on the Real Estate Context
The real estate context in Valdeacederas is marked by a significant change due to the increase in construction projects and evictions, such as the case of the Salvia 1 building. These changes reflect a landscape in transformation, with a high demand for properties and a growing influence of the real estate sector in the neighborhood.
Community Reaction
Residents are concerned about the impact of these ads on their community, considering this strategy as one more step in a context of aggressive and unjust capitalism. Some residents have chosen to actively remove these advertisements from vehicles, expressing their rejection of these invasive advertising practices.
The Change of Advertising Strategies
These advertisements contrast with the futuristic and technological vision of cities, being a reflection of a harsher reality. Although far from futuristic imagery, these advertising tactics have generated concern and discomfort among residents, recalling the tension and challenges present in fictional dystopias.
