02
Jun
14

Real Estate Advertising and Advertising Real Estate


Real Estate advertising is mushrooming faster than buildings. But the corny ads that stand in ovation to the utter lack of creativity are not the problem.

The problem is that most, if not all the campaigns speak to a microscopic elite in a country where over the two third of the population can barely afford a loaf of bread.
The problem is that clients lack so much marketing acumen that taking them for a ride and making them to spend an arm and a leg becomes child play. Besides lacking originality, their advertising speaks to an audience that reads the newspaper in the back of their limousines while being chauffeured to destination. An audience that does not even look outside the dark tinted glass of their cars.
I got news for those Real Estate companies: Your “target audience” as your agencies taught you to call them, will never look for a 2 million Dollars apartment on a billboard on the Zalka highway! This audience does not need advertising claiming “Paradise on Earth” (in Lebanon…) to trigger their purchase behavior!
Having said that, some potential buyers might shop for a flat on outdoor media, but then, who might those prospects be? Did you ever worry about dissecting your audience, not by how much money they carry in their mattresses, but by their propensity to fill your flats?
Because, in Lebanon, the short-term fast buck over-rules the long-term brand-investment, advertisers always choose to go for the easy route; note that it is the smartest one, or the actual golden goose.
If we want to build the country on mob money, and Gulf tycoons, then be it. But for heaven’s sake, stop bragging about patriotism, and stop using nationalistic and outdated slogans. Lebanon does not, and will not get any better with your tall buildings. The way it’s going right now, it only will get uglier.
The fact is that, by playing the ostrich, we are as morally corrupt as the mafiosi who buys the 2 million Dollars flat.
My dear real estate developers, here’s an idea to make money and sleep restfully at night. We need condos, we need thousands of flats for the average Lebanese, the honest one. We need small town houses for the thousands of daily commuters who, for a change, work honestly and hard to earn their buck. Now you do the math. But before doing so, use (what’s left) of your marketing understanding to admit that, since the late eighties, economies have undergone a paradigm shift, from a margin to a volume market. Hell! Even Apple realised it! You can make more money by selling more and cheaper, rather than selling less but more expensive. You can make more money by selling to the poor!
Here’s another insight: The rich buy your flats in good times, when economy is flourishing and the cash is safe. But when hard times hit – and they do often lately – the rich are the first to hold their horses back. The average consumers on the other hand, buy an apartment because they “need” one. Their decision to buy is not investment-based, it is need-based. And here once more I implore (what’s left) of your marketing understanding to answer the 101 question: what does marketing address? Yes, yes, “needs”.
By doing so, you win a favorable reputation, you build a better brand, you will be respected and loved by the society, your product will spread to cover the nation, and you will be one of the rare businesses where the very nature of your product is intrinsically a CSR program. You will need to advertise less, thus use your marketing cash on smarter programs, or simply stash it if you wish to do so.
No, I am not a communist! And no, I am not asking you to refrain from erecting those beautiful skyscrapers that adorn our capital. All I’m saying is that , in a country of endless paradoxes, it would be a stimulating change to see someone “think smart” about creating an equilibrium. But that’s just me.

Creative Commons License
Real Estate Advertising and Advertising Real Estate by Ibrahim Lahoud is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Based on a work at https://ilahoud.wordpress.com/.

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1 Response to “Real Estate Advertising and Advertising Real Estate”


  1. 1 Mounir Assadourian
    June 2, 2014 at 22:38

    Please show us an exemple


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Creative Commons

Creative Commons License
Reason To Believe by Ibrahim N. Lahoud is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.
Based on a work at ilahoud.wordpress.com.
Permissions beyond the scope of this license may be available at htt://ilahoud.wordpress.com.

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