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Mentioned in this Article:
Stephen G. Kliegerman

Stephen G. Kliegerman
President of Development Marketing

Roberta Benzilio

Roberta Benzilio
Executive Director of Development Marketing

New York Observer

Honesty 2009'S Hot New Marketing Tool

by Tom Acitelli

Katherine Dykstra, writing in the January issue of The Real Deal:

[W]hat was the perfect pitch in early 2008's real estate market now seems inappropriate. Over the course of one year of tumultuous financial events (a mortgage crisis, bank bailouts and volatile exchange rates) buyers have gone from "more is more" to being wary of ostentation.

"Even [the high-end buyers] don't want excess now," says Sean Osher of Core Group Marketing. "No one wants to feel like they're paying for something they're not going to use or that's excessive, even the luxury buyers."

Well aware of this new psycho-demographic (marketing speak for "a new perspective on the same old buyer"), Halstead is in the midst of stripping the 80-unit Park Columbus of its old ad campaign and conceiving of a new one.

The slogan? Value is the new luxury.

Thursday, January 01, 2009