Campaign Model
There’s nothing like a new ad campaign with slick photos of a slim and, well, rather sexy young model to get the blood flowing. (Check them out at Frasers Property’s Riverside Quarter scheme in Wandsworth, London:
www.riversidequarter.com). The man behind the foxy photos, creative director Andrew Derek at Socrates, says that: “after endless soulless interior shots of new homes, you start to get a little bit tired. People bring life to a home and make it warmer.”
Rejecting the notion of using a
couple, it was a safer call to feature a woman (“men and women don’t have a problem with women in ads, but men do with men”). He adds that it also seemed quite natural and a bit of fun to see a woman enjoying herself in her new pad on the river.
But, some might argue that the images are a bit ahem, too racy (what’s with the lacy nightie in the bedroom, for instance?). “It’s depressing, but true that the racier the images, the higher the response,” retorts Derek. “Using a good model and photographer certainly ups the
enquiry levels though.”
A fresh campaign always helps sell, suggests selling agent Fran Moynihan, head of Savills’ waterfront team. Although some might view this one as a bit too foxy, she believes it definitely adds a bit of glamour.
“Other things that make my job easier are a good marketing suite, model and show flat. Web advertising helps draw in buyers too.” Moynihan thinks that the presence of a real person making the ads warmer combined with the fact that the homes at Riverside Quarter are now quite far on should shift more property. “We’re now so close up to completion I can take viewers up to the shells of flats and they can see the size, elevation and views,” she says. These days, people aren’t comfortable buying from a floor plan – “they want to go and see the property, touch it and examine the finishes.” Although the web’s the most powerful tool on the block, tactile brochures (sadly, usually without alluring models) will get better and better to sell off-plan homes, concludes Derek.
Cheryl Markosky can be contacted at
cheryl@elginmedia.com 52| May 2013 showhouse
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