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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