Taking a page out of the Robert Cialdini playbook and pushing the scarcity principle to the max, Compass is all about making you feel like you’re on the verge of an opportunity lost. The ad shows a random assortment of “buyers” who offer quotes so contrived they belong in a screenwriting master class on how not to write dialogue. Just listen to these beauties:
Hiking trails, wineries, roadside produce stands… all within minutes of my new Compass Apartment!”
Phase 1 sold out so fast! No way I’m missing out on Phase 2!”
I’ll be mere steps from Starbucks, Extra Foods and Shoppers. What a location!”
Spacious, open layouts; fabulous finishings; minutes to my route to work. We’re definitely buying a Compass Apartment.
As if this isn’t enough, the copy ratchets up the steam to make sure the message isn’t lost along the way:
We’ve all experienced that sinking feeling of missing out on something we really wanted because we didn’t act fast enough. Rarely do you get a second chance to get that ‘something.’ Opening today, this is your last chance to buy Compass Apartment! Avoid that sinking feeling again. Register Now!
Well, I’ve got a sinking feeling but it’s not because I missed the chance to shower the developer with my borrowed money. It’s the fact that this ad never reveals what I’m actually missing. The special ‘something’ that is for sale is never really made clear. OK it’s an apartment. But what?
But nothing. Hype is beyond reality and there is no reality to this ad. What’s the square footage? No mention. How many bedrooms? No suggestion. What’s the warranty? No idea.
So what does this all add up to?
Compass is now sold out.