Condo Brands Fully Loaded
By Anthony Longo 1 11 2006
Great article today in the Washington Post regarding new marketing and branding techniques being tested by some of the top developers and sales and marketing companies in the U.S.
“Basically, a decent gym and a whirlpool won’t cut it any more. Residents at 20 Pine in the Financial District can sweat out the day’s stress in a Turkish sauna in the building’s fitness center, or drive and putt with an 18-hole golf simulator, or just wallow in the building’s public spaces, designed by Giorgio Armani. Those on the 25th floor and above have access to a personal concierge who would be happy to book your travel plans or buy you an English bulldog in an afternoon, if that’s what you want.”
…..
“It’s a lifestyle package,” says Michael Shvo, a “real estate force to be reckoned with,” as it says on the Web site of his eponymous company, which conceptualizes and markets luxury condos. “The market today has become a smart market, which means the buyer today has options. He doesn’t have to eat what you put on his plate. Product that has an advantage is product you can’t buy from your next-door neighbor. You can’t buy an Armani Casa residence from anyone else. You have to buy it from Shvo.”
Source: Washington Post
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