Page 37 - Visual Marketing
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The eight-story “jewel box” with a private pool. The website Success Metrics
building with 24 residences and the property brochure are
was designed by the celebrated really image-builders, not direct • Of the 24 luxury residential
husband and wife team of Hani sales tools. People in this market units, 22 have been sold in one
Rashid and Lise Anne Couture are not clicking to buy online, of the most difficult real estate
of Asymptote Architecture. but they are using the marketing markets in New York City.
Petter Ringbom of Flat Inc., an materials as an important cred-
interactive design firm, worked ibility check. Schonwald said • The site won the design award
in collaboration with Pentagram that the content on this website STEP Best of the Web Annual.
partner Michael Beirut to create is not really different from other
visual marketing for the project luxury condos, “it’s the design
that includes a website, prop- that was different.”
erty brochure, and presentation
video. Takeaway Tip
Why It Works When selling luxury goods or property, three
words describe it: “design, design, design.” Keep
When you are trying to sell a the copy short. Focus on beautifully rendered
property before it is built, you images. A website for luxury items won’t neces-
need to work harder to capture sarily be different from other websites in how it’s
the character of the space. This set up. But the emphasis will be different—on
building caters to a very sophis- stunning high-quality images, without a lot of
ticated clientele who are able words.
to spend $1.95 million on a
one-bedroom apartment or up MUCH MORE THAN JUST A WEBSITE
to $24 million on a penthouse
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