How The Spaces is merging media and marketing for real estate sales powered by Tiquo
A digital magazine on architecture, design, art and property with up to 1,000,000 visitors a month. Its content, newsletter, analytics and property sales pipeline all run on Tiquo.
The Spaces is a digital magazine on architecture, design, art and property, exploring new ways to live and work. It covers London property, architecture and interiors, food and travel, and its website reaches up to 1,000,000 visitors a month.
Behind the editorial sits a commercial goal: selling real estate. The Spaces promotes properties through the design and architecture stories its readers come for, and works to turn that audience into buyers.
The whole operation runs on Tiquo: the content management system, every article and image, the newsletter, the website analytics and the property sales pipeline.
The Challenge: A Media Business and a Sales Business on Separate Tools
For years The Spaces ran on WordPress, with newsletter sign-ups going to Mailchimp. Articles, subscribers and sales conversations each lived in a different system.
With content, audience and buyers kept apart, there was no single view of how a reader moved from a story to a newsletter to a property.
The Solution: The Whole Site on Tiquo CMS
The Spaces rebuilt its website on Tiquo CMS. Every post, category, tag, author, information page and redirect is managed in Tiquo, along with site-wide settings such as the menus, the Most Read list and the newsletter copy.
Editors write in Tiquo's rich-text editor with images, carousels and embedded video, choose a layout for each story (feature, standard, gallery or video) and schedule posts to go live at a set time. They can preview unpublished stories exactly as they will appear, and select text and images on the page to edit them.
When an editor publishes, Tiquo tells the website straight away, so changes reach readers within moments.
The homepage is curated in Tiquo as well. Editors decide which stories fill the lead banner and feature slots by placing them in categories, without a developer.
Eleven Years of Archive, Moved Without Breaking a Link
More than a decade of articles and photography, from 2015 to today, now lives in Tiquo, with every image stored in Tiquo's media library.
Old WordPress addresses, image links, feeds and sitemaps all still work, so links from search engines and other sites keep landing on the right page. When a story moves, editors add a redirect in Tiquo themselves.
One Newsletter, Fed by Every Story
Newsletter sign-ups go straight into Tiquo. Readers can subscribe from the homepage banner, from a strip at the end of every article and from the newsletter page. Old Mailchimp sign-up links in archived articles now open the Tiquo sign-up instead.
Each subscriber becomes a profile in Tiquo's CRM with their marketing consent recorded, and the team sends its newsletters from Tiquo Marketing using lists and segments. A hidden field catches bots, and repeated sign-ups are rate limited.
Readers, subscribers and buyers sit in one customer database, so the audience The Spaces builds with its content is the same audience it markets property to.
Analytics Built In
Tiquo's first-party website analytics measures the site's traffic without cookies: page views, sessions, time on page, scroll depth, referrers and campaign tags, with bot traffic filtered out.
Newsletter sign-ups are recorded as events along with where they happened, so the team can see whether the homepage banner, the end of an article or the newsletter page brings in the most subscribers.
From Story to Sale: The Property Pipeline in Tiquo
The Spaces manages its property sales pipeline in Tiquo too. Each enquiry moves through clear stages from first contact to sale, with team members assigned and every conversation kept on the buyer's profile.
Because buyers and subscribers share the same customer records, a buyer's newsletter subscription and past enquiries sit alongside the sale they are working on.
Design and architecture stories bring readers in, the newsletter keeps them close, and the pipeline in Tiquo takes them from interest to sale.
The Result: A Media Business and a Property Business on One Platform
The Spaces now runs its content, newsletter, analytics and property sales in one place. Editors publish and schedule without a developer, every sign-up lands in the same CRM the sales team works from, and the whole site runs on Tiquo while serving up to 1,000,000 visitors a month.
Why This Matters for Property Marketing
Property is sold on story as much as on square footage. The Spaces shows how a publisher can use design and architecture content to build an audience, grow it through a newsletter and manage the sales that follow, all on one platform.
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