Driving by the “for sale” signs in the front yards of properties on the market barely yields a passing glance these days, due to the sheer volume and mundane appearance of the signs. Even those who are aggressively looking will resort to online MLS listings before entering a house simply based on a sign in the yard. A new cable series, “Selling New York,” details the extravagant strategies that real estate agents of the Upper East Side, who are more like public relations and marketing agents, employ in order to promote a property and get potential buyers inside. The tactics go far beyond those 8 x 8 cardboard signs posting a realtor’s basic info.
These agents sometimes hire five-star chefs to provide hors d'œuvrs, as agents representing buyers walk around. They sometimes rent furniture by the latest designers to stage the area in a way that makes potential buyers feel like they’re already at home. In effect, once they get potential buyers inside the properties, the spaces themselves do the talking, and the real estate agents are able to close a deal.
In keeping, public relations firms nowadays have to employ modern tactics to get clients into their doors. For many, those “for sale” signs are no longer effective, as the market has become flooded with so many pitches that look and feel the same. Power point presentations are becoming flashier, web sites are becoming more interactive and social media has become the tool of choice to capture the attention of potential clients. Business cards, which will still always be a staple of basic business transactions, have gone digital—potential clients are impressed when just a bump of a phone yields an electronic contact card that is automatically saved to their handheld.
Take a look at how you’re selling your public relations products. Are you leaving it up to the “for sale” sign, or are you selling your prime property in style?
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