Industry News
Ain’t Nothing Like the Real (Estate) Thing
(The New York Times) - If there were some kind of contest for unbridled optimism, it would be hard to decide whether people who work in advertising or people who work in real estate would win. So a campaign for a real estate broker, you might think, would be imbued with enough optimism to make Pollyanna seem like Gloomy Gus.
That is why a campaign for the Corcoran Group, now getting under way, is somewhat surprising. To be sure, the campaign — in print, online and in e-mail messages — takes an upbeat, positive approach toward the idea of buying real estate during this parlous period.
For instance, one ad asserts, “There’s never been a better time to find an incredible place at an incredible price.”
What about, oh, say, 1933? The late 1970s? The early 1990s?
Still, in a departure for the category, the campaign is on the whole more grounded than ethereal. For instance, there are frequent acknowledgments of market conditions.
“In this economy, people are spending more time at home,” one ad says. “Truthfully, is there any place you’d rather be?”
Discussion
2 comments for “Ain’t Nothing Like the Real (Estate) Thing”
Post a comment
[...] a low energy local economy, is a crucial supplement to the more globally oriented open design Ain’t Nothing Like the Real (Estate) Thing - realtynewsnow.com 03/31/2009 ( The New York Times ) - If there were some kind of contest for [...]
[...] Realty News Now placed an interesting blog post on Ainâ [...]