Tag Archives: Sexy Ad

Sex as a real(ty) brand catalyst-III

Posted on by Track2Realty

Sex Sells, Sexy Ad, India real estate news, Indian realty news, Property new, Home, Policy Advocacy, Activism, Mall, Retail, Office space, SEZ, IT/ITeS, Residential, Commercial, Hospitality, Project, Location, Regulation, FDI, Taxation, Investment, Banking, Property Management, Ravi Sinha, Track2Media, Track2RealtyTrack2Realty Exclusive: Marketing head of a leading real estate company admits that sex is here to stay in advertising but there is a fine line, and all too often these days brands are stepping way over the line. However, if you are advertising a male deodorant or lingerie, you would be a fool to overlook such a strong selling mechanism.

“But if you are trying to sell a house or a family lifestyle at the cost of one’s lifetime savings with nudity and sex, you are doing your product a serious disservice. Yes, you will get attention. But it is the wrong kind of attention, and won’t lead to a bigger and better brand. Sex, used sparingly and judicially, is a strong selling tool. But abuse it, and you will ultimately lose out,” he says.

Harmit Chawla, Managing Director of HCorp Realty rather questions that in a market where advertising describes everything but the product; will sexual overtones further kill the project?

According to him, it is more to do with the mindset of the advertiser and the product. Realty is a product which is today aimed at target audience starting 25 to 40 but the decision making process is family driven and one which has emotive and spiritual connotation. In such a scenario and sensibilities very direct sexually provocative ads would not go down well. After all, in India minds may be opening up but the taboo is still deep rooted.

“Though personally I am not in favour but sexually provocative ads can be done depending upon the region and the product category. For example, if a high end project in the mountains or by a cliff near the ocean was to come up and the target audience was couples in the age group of 30 to 40 such an ad campaign could be worked out which could include a teaser campaign. But the treatment of the ad though provocative would need a sophisticated treatment. There could be campaigns on different medium in India and for the foreign market a separate one. But to make a sweeping statement that ads with sexual over tones would work well as teaser is not necessarily true,” says Chawla.

Globally sexing up realty campaign has most often than not been inviting controversy. An agent in Orlando created a video that featured barely-clad models and uploaded the video on YouTube. He was told by his broker to remove the video or resign from the company. The video remains and the agent is now working for another real estate firm.

It seems it is all about cultural sensitivity that prohibits the Indian real estate to experiment with sex as a brand catalyst. World over real estate is doing it, and quite successfully.

For instance, Spain actually has the highest rate of home ownership in the euro zone after Estonia and Slovakia. It is even higher than the US. Apparently, Spain’s biggest real estate website Idealista.com, is using sex to lease rental units to Spaniards in their 20′s. The ad shows still shots of couples and threesomes “getting down” in cars.

The idea is to convince those still living with their parents to get their own place – so they can have sex in their home, instead of in the back of an automobile.

The Indian real estate market is desperate for innovation at this moment as marketers seems to have run out of new ideas. Perhaps some of the clever real estate companies and advertising agencies could come up with a sexy way to sell properties, only if the prudish Indian society accepts it.

Will it be really accepted is a million dollar question and that is the reason why sex, unlike other industries, has so far ceased to be a real(ty) brand catalyst.

Sex as a real(ty) brand catalyst-I

Posted on by Track2Realty

Sex Sells, Sexy Ad, India real estate news, Indian realty news, Property new, Home, Policy Advocacy, Activism, Mall, Retail, Office space, SEZ, IT/ITeS, Residential, Commercial, Hospitality, Project, Location, Regulation, FDI, Taxation, Investment, Banking, Property Management, Ravi Sinha, Track2Media, Track2RealtyTrack2Realty Exclusive: Call it controversial, blame it to be provocative or just dismiss it against the ethos of prudish Indian culture, but sex has been the tried and tested mantra of selling in advertising. Real estate the world over has courted this formula not just with sexually inducive advertising but as a holistic mantra of marketing, even when the campaign has attracted widespread criticism.

Track2Realty tries to decode why the Indian real estate has shied away from using sex in advertising, even though local market otherwise is overusing it to sell from coffee to car with success.

A sexually suggestive real estate billboard that has sparked controversy in Calgary, Canada, is raising questions over the use of advertising in an industry that is facing slowing sales in several major markets.

The billboard, depicting elegantly coiffed Re/Max agent Diana Arvatescu with the suggestive line, “Let me take you home. It’s gorgeous inside,” has sparked opposition in Calgary, where a female broker was killed several years ago after being “lured to an open house.”

In Orlando a luxury condominium developer markets condos with an ad featuring a man looking up, presumably at the woman whose spread legs are the only thing one can see, along with the backs of her high heels. The caption reads “Wide Open Views”.

Are sexy real estate ads the way to go in a softening housing market in India as well? After all, sex has been used to sell just about everything, from toilet paper to coffee. But we rarely see it in real estate. One wonders why sex in real estate advertising provokes more commentary than, say, sexy images being used to sell cars.

Brand strategists though agree that they are not so much selling the home as they are selling the lifestyle that comes with the beautiful views and durable hardwood flooring. So maybe adding a dollop of sex into that mix can spice it up enough to make people who are after the glamorous image of the hot condo or modern loft pull out their check books and reach for a pen.

There is no question that a sexy ad can pull eyes away from whatever else they are engaged with to focus on the mute promise well maybe not of the models featured in the picture, but certainly of a life that is more exciting than what one was wading through.

Objections to sexually-driven real estate marketing are many and varied. The image of a couple enjoying the privacy of their luxury condo is not likely to put a family in the mood for buying. A scantily-clad youth can draw the ire of people who question the objectification of people, especially women, in marketing. And, of course, there are those who view certain themes to be in very bad taste and will avoid anything marketed with them on principle.

…to be continued