Industry News

Releasing real estate’s pheromones

The Davison Files

Don't miss the real estate event of the summer
Join 4,000 real estate pros at Connect SF, Aug 7‑11, 2017

Sexy sells. These days, stimulating the mind and the heart from the advertisement all the way through to the experience is hot, hot, hot. It's what attracts people to products, what creates loyalty to brands. And it's building across the luxury spectrum. Hermes, Prada, Ferrari, Burberry are booming while other less sexy brands sit unwanted, like wallflowers at the school dance. Real estate has pheromones. It seems it just doesn't know how to release them. Understanding sexy In my junior year of college, my advertising class was tasked with fabricating a company and delivering the creativity necessary to launch it on TV, radio and print (this was pre-Internet). The idea was to come up with something challenging. Not a Wall Street investment firm or uptown haberdashery. Our professor wanted us to stretch our imaginations. I invented an airline, Flynite Air. It had no seats and flew only redeye, New York to Florida. Passengers flew like they rode subways, holding on to straphangers. Fo...