Real Estate Marketing

Smart real estate or just smut?

In this blog we try to keep up with all the latest in real estate marketing, so it’s hard to not comment on the Gold Coast video that’s gone viral this week. And you’ve got to start by saying, whether it be a hit or miss as a promotional tactic, this ad somehow seems at home on the Glitter Strip…

A couple of agents have used the oldest trick in advertising – sex – to promote their waterfront listing and garner some free worldwide attention via the web. Using a very scantily clad model to strip and pose throughout the home it was guaranteed to get people talking. And the exposure (pardon the pun) has been enormous.

Defenders will say they’ve achieved their mission of making their client’s listing stand out in a crowded marketplace. Critics says it’s cheap, nasty and an exploitation of women. Our view? They might attract a lot of attention but will it be from the right audience? In our experience a large majority of home purchasing decisions are made by women and we’re guessing most of the emailed links of this ad will be between teenagers and men.

For what it’s worth I thought the house was more attractive than the model… Must have been in real estate too long!

We’d love to hear your comments.