Has the bubble burst with embelishing your copy with superlatives?
It would be that in the day of post-bust Real Estate marketing using fun couplings like “trophy loft” and “pimped out bachelor pad” does not quite cut the mustard anymore.
Gone, could be the pitch worthy niche market of keeping up with the Jone’s and their Bentleys and Nannies by speaking to their inner-most desires of have THE VERY BEST in everything home living. Home buyers these days have long been looking for transparency and truth in advertising. Inserting splashy flash on a website and speaking to the needs of the aspiring as opposed to the needs of the moderating budget might have just come of age… at least for the time being.
Consider this from the New York Times article “Adjectives get evicted”
Three or four years ago, value was something that was uncomfortable even to talk about,” said Bruce Ehrmann, an associate broker at Stribling & Associates. “Value suggested thrift, and thrift meant you couldn’t keep up.
With the discussion of the failing economy at each and every dinner we have with family and friends, enters a new associated guilt with having the very best. Has searching for luxury become taboo?
“People used to not mind paying higher common charges and a big premium on the price,” said Barak Dunayer, the president of Barak Realty. “As the market is getting more value-driven, buyers are saying they’d rather pay $1,000 a year to join a gym across the street than add $250,000 to the purchase price.”
Still, he said, concierge services, swimming pools, wine cellars and golf simulators aren’t necessarily liabilities: “It’s the value that buyers place on those amenities that has changed. So you don’t hide it in the ad, it just gets less emphasis.”
Finding keywords of differentiation have always been the mark of selling the value of an individual property. We could have very well exhausted the dictionary of speaking to these sensibilities. Yet, a few things that may have not been on the surface for a few years past will remain. Home buyers are always looking for value and convenience when finding a home to live in - home marketing will always be about emotion. Something that can be fooled and tricked and should never be taken advantage of. Think about all of the disappointment and aggravation that you go through everyday in dealing with failed expectations of promises delivered in advertising, before you tackle the copy on your next ad.
Consider this and consider the times that we are living in right now as opposed to yesterday when you are speaking to your audience with what you are selling.
