What's The Message?

What is the person who took this picture trying to say about this apartment? Does it make you feel anything? Is there anything we can learn about what this place is like?

Advertising in Real Estate is always about sending a message - regardless of the sender's intentions. In this case we can see light but little else. How many times have you seen ads for apartments with very dark rooms? How about blurry pictures?

What about this one? Which picture is more likely to make you pick up the phone and call someone to take a look?

Every ad is an important opportunity to make a first impression on a buyer.

Here are some of their possible thoughts:

1) "I don't get it. Next!".

2) "I'm looking for a good amount of space and this looks very small. Next!".

3) "Wow, this looks great! Let me check out the other info."

Scenarios 1 and 2 are obviously bad for sellers but there may actually be a good side to having bad marketing. Savy buyers and agents can see this weakness and may be more motivated to view and bid on the apartment.

20s East One Bedroom Report

While the average price of an apartment is reported to be over $1,000,000 this probably has little to do with homeowners under $1,000,000. Somewhat more applicable is this report 'East 20s One Bdrm Current Market Study'. This spreadsheet depicts current and closed sales of typical Coop one bedrooms in postwar buildings with a doorman and elevator. These prices are somewhat stable and comparably easier to measure than some products with more variance. It can give pointers to the overall monthly performance of the market in this price range.