Real estate marketing is not an academic discipline taught at universities or in marketing-oriented study programs. For this reason, this book aims to provide insights into how to approach relevant tasks and successfully conduct real estate marketing. "House Brand: Paths of Real Estate Marketing" exemplifies the processes that need to be followed and the methods employed to bring a new brand to life and effectively reach the desired target audience through skillful implementation. At the center of this interdisciplinary approach is the visualization of the future residents of a property to be marketed: their characteristics, habits, wishes, and needs. In this way, real estate marketing influences architecture, the mix of offerings, and pricing at an early stage.