Using Sex To Sell Floorplans

With condominium sales slowing, many developers are shifting away from elegance and prestige as a marketing tool, to more provocative advertising.

1 minute read

July 22, 2006, 11:00 AM PDT

By Deborah Myerson

Showing some skin is a common ploy to move all kinds of merchandise. The latest product to add to the list of what sex can sell: real estate. Scantily clad women and the occasional hunky man are increasingly popular decorations for print ads to sell condominiums in New York City and beyond. The pouty lips, bare backs, and glistening biceps are meant to show off the lifestyle that condo residents can expect to enjoy in their new homesâ€"-as well as liven up a becalmed real estate market. So far, however, the eye-candy is not included with purchase.

Thanks to Matt Baumann

FULL STORY: Playing the Sex Card

Sunday, July 16, 2006 in The New York Times

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