From a respected local boutique to the reference AI engines cite.
In twelve months, MGNI moved from a referral-only practice known to its inner circle to the firm AI engines now name when foreigners ask how to buy property in Argentina.
MGNI · Positioning, content system, books, films, website
monthly YouTube views in April 2026, up from 5,900 in May 2025
monthly Instagram reach, up from 1,286
LinkedIn connections in the buyer profile, up from 679
or more major AI platforms cite MGNI on Argentine property
The situation
A strong business with a scaling problem.
MGNI was already respected. Max Götz had built two decades of credibility serving foreigners in the Argentine property market: expats, investors, retirees, and international buyers looking for a second life.
The problem was not reputation. It was that none of it worked as a system. Podcast appearances, ebooks, press and reviews existed in isolation, acquisition depended on referrals, and the expertise lived almost entirely inside one person.
The insight
Not selling apartments in a volatile market. Selling certainty to people who are disoriented.
Foreign buyers face currency swings, legal opacity, a language barrier and deep mistrust. The firm that resolved that disorientation first would win the relationship. In the founder’s own words: “To be the go-to person who would, in writing, explain real estate to the non-local crowd.”
The site, walked
Four moves that changed how MGNI was read abroad.
One insight from the founder, extracted once, published everywhere foreign buyers make their decision.
/ 05· Home
- A flagship site for the foreign buyer
A full bilingual rebuild of mgotz.com, room by room: a barrio map, a reading room for the books, a screening room, live listings with no dead ends.
- mgotz.com homepage. Argentine real estate, made clear, with the neighborhood film strip.
- Buenos Aires as a way of life
Marketing moved from listings to architecture, cafés, culture and the possibility of a different life. Neighborhood analyses became the most shared pieces.
- A barrio map. An interactive map of Buenos Aires, with Recoleta open.
- Expertise into media assets
The founder’s transaction insight and the specific fears of foreign buyers became books, market analyses and neighborhood guides: the firm that explained what others avoided.
- A reading room for the books. The four free field guides written by Max Götz.
- The Library page. Read before you buy, all free.
- A screening room. It lives in books, films and a site that keep answering while he is with a client.
- The site closes
A bilingual house for the foreign buyer: a barrio map, a reading room, a screening room, and a path to contact with no dead ends.
- One firm. The full stack of a foreign-buyer file: brokerage, legal, tax and immigration.
The system
One system, where the buyers scroll.
The same feed, a year apart: one navy and brass system across every post.
Monthly Instagram reach
9,040
- The MGNI Instagram grid in 2025, before the rebrand.
- The MGNI Instagram grid in 2026: one navy and brass system across posts.
2025
2026Films
Built room by room.
Every screen of the new site answers a fear a foreign buyer carries. Open a film to watch it with sound.
The work, up close
The site, and the feed a year apart.
The rebuilt mgotz.com, page by page, and the Instagram grid before and after.
Where it stands
From a very good real estate company to an international reference.
When someone asks an AI assistant how foreigners buy property in Buenos Aires, MGNI now appears. Not because of advertising: because of authority, built in writing, on film and in the places where buyers ask their questions.
The expertise no longer lives only in the founder’s head. It lives in books, films and a site that keep answering while he is with a client.
Not a sales call. A diagnostic.
Thirty minutes. We map how your clients research you today against how they actually decide, and we name the gaps.
