The go-go market of almost ten years ago was unique. The wealth aspect of the market seemed to have an effect on almost anyone who owned property; there was somewhat of a carnal attraction that had many home owners seeking more property and turning renters into home owners. It was no surprise that home ownership rates swelled to historic highs. Those who sold their homes or cashed out on their equity found themselves wealthier; while those who didn’t sell were happy to know their “paper wealth” was rapidly growing as home values realized monthly double digit gains.
At that time, the attraction to real estate for many seemed to be instinctive; the flirtation between home buyers and real estate may have been about a future of happy living and financial growth and security. Well, the sex appeal of real estate has worn off and seems to have been replaced by a “meh” attitude; probably indicating a lack of inspiration and/or interest.
Trying to regain the attention of home buyers, some agents have tried to re-establish real estate’s sex appeal. And it has been purposeful to attract home buyers by pairing homes with items that elicit carnal desire; listings are surrounded by exotic cars, modern art, and even sexy models have been credited to facilitate sales of luxury properties.
An April 2011 report by Julie Rose of WAFE 90.7 Charlotte (Realty Firm Uses Sex Appeal To Sell Luxurious Homes; wfae.org) described a photo shoot of a luxury home where, …”a blonde in tight jeans arches her back and tips a wine glass to her glossy lips. Her date leans closer, admiring…” But as Rose sates, “She's lovely, but she's not what you're supposed to be looking at…” You’re supposed to be attracted to the kitchen features that seem to be a backdrop behind the model. However, the real estate agent interviewed said that the idea was to give an idea of what the home’s potential could offer.
Not all agents are on board with this technique, some have characterized the sexy advertising as “cheesy” and distasteful. One agent was quoted by Rose as saying, “It's definitely gonna make someone stop and look at it. But once they're in the listing looking at the pictures, I think they're gonna focus a little more on the models rather than focusing on the home. And I think the bottom line is you want people to focus on the home.”
Sex appeal marketing is just a new take on selling a lifestyle. Lifestyle marketing has been the cornerstone of luxury real estate for years. For example, pairing fine art with luxury real estate has become commonplace; homes and condo projects have incorporated art collections to sell the lifestyle. In fact, the premier art show, Art Basel, has become the focal point to not only sell fine art but high end real estate as well (Luxury Property Brokers Raring To Pounce On Wealthy Art Lovers At Miami Art Basel; November 28, 2013, Forbes.com). And for gear heads who want their homes built around their supercars, Miami’s über luxury Porche Design Tower will open in 2016.
Want to convey a lifestyle about your home? Before you hire models, consider talking to your agent about focusing on the things that made you enthusiastic and energized about your home. Chances are that the buyer of your home will be attracted to it the way you once were.
Dan Krell is a Realtor® with RE/MAX All Pro in Rockville, MD. You can access more information at www.DanKrell.com.