How Groupon markets land

City-goers can now purchase a chunk of land in Scotland on Groupon and call themselves lord, laird or lady: it’s a deal that originated in Australia less than two months ago.Interested parties can purchase land by square foot, whereby the money goes into the conservation of the area. If they buy more than a certain size, they’re eligible to camp there. Each purchase comes with a title of Lord, Lady or Laird.Though the deals are the same in Australia and Hong Kong, Groupon head of marketing Sophia Lai said the advertising strategies were rather different: in Australia, the deal rolled out at the birth of Kate and William’s newborn and focused on the title rather than the land.“Our strategy there was to get buyers to purchase that royal title for their children so they have a higher chance of marrying little Prince George,” she said.In Hong Kong, however, the spotlight shines brighter on the cheap price tag on the land – a rarity in the city.“Hong Kongers don’t really care about the title, so our focus is on the land a bit more.”While Lai said that the new deal is in line with the company’s mantra in finding interesting deals and increasing the diversity of its portfolio, she added that the latest deal falls into the gifting category and that Groupon will not be expanding in the property market any time soon.Close to 160 people purchased the deal at the time of publication.