Those hoping for their regular dose of condo negativism may be disappointed by this post. I’m gonna say something nice about a real estate marketing campaign. No, I haven’t been paid off. (If anyone wants to buy my goodwill, email me and I’ll give instructions on where to send the money.)
The Block is a townhouse project near Kingsway and East 12th. As sales campaigns go, theirs at least tries to be rooted in strategy. This is unusual in Vancouver condo marketing. For many years, the captains of consciousness couldn’t escape coffee cups and spelling mistakes. The Block’s print ad, with a professional couple cramped over pasta dinner, is not only cute and coffee cup-free, it also speaks to a target audience: condo owners looking to upgrade.
As a bonus, the written copy is kept to a minimum. No “feel the aura of the urban virtuosity” nonsense here. The website copy isn’t as modest, sometimes drifting into high stink (i.e. “we’re offering awesome townhomes in the high $500,000s, it’s a huge value story already”) but some of it’s tongue in cheek. One line describes those who miss out risk “a life tortured with regret.” Torture in a condo ad? I like it.
With the current down market, I don’t expect these units to sell in the short term. Because The Block has an RSS feed, a Twitter account and a Flickr page, the marketer has set themselves up to be a regular content creator. Are they up to the test of keeping things fresh? Nothing says suck like a blog with no updates. Early evidence is promising — well, compared to other condo websites — given that they have four posts in four days. I’ll be keeping an eye on this one.