If Arthur Brisbane (1864-1936) was alive today, he would have been very high on the list of Relevance International’s key contacts. In addition to being one of the most respected newspaper editors of his time, native New Yorker Brisbane was a successful real estate developer and public relations advisor to Henry Ford, Thomas Edison and John D. Rockefeller. It was also Brisbane who, at a meeting of the Syracuse Advertising Men’s Club in 1911, said, “Use a picture. It’s worth a thousand words.” He was a man after Relevance’s own heart.
The adage holds true today. The marketing of residential projects is the presentation of a lifestyle, for which great images are needed to properly convey. As such, developers should work closely with their advisors to understand not just interiors trends and styles but interiors marketing. Balancing what’s “now” with what will sell, and what’s stylish with what’s editorial, is a skill worth investing in. Although each project will have its own personality, below find a few ideas that we at Relevance International have seen draw attention to a project.
1. Yes, neutrals are best, but add texture.
A clean color palette incorporating white, beige and grey is best for allowing a potential buyer to process a space without adding visual clutter. 475 Clermont utilizes this exact idea throughout their model residences to allow potential buyers to envision themselves within each space. However, without texture, an image can be editorially boring and unlikely to appeal to the media. For example, Elle Décor’s July / August 2019 cover shouted, “Wicker Forever!” endorsing the return to favor of the Palm Beach standard. Other touchable textiles like velvet and linen also add visual depth.
2. Star power helps.
Many interior design-based editorial features center around the personality of the homeowner, which is a challenge when it comes to staged apartments in new developments. As such, it never hurts to have a star interior designer behind the project (or at least advising) to provide added oomph. From household names Nate Berkus and Kelly Hoppen, to of-the-moment industry darlings like Young Huh and Benjamin Vandiver, an established editorial presence will help draw attention to a project.
3. Choose your photographer well.
The best way to get a great image is with a great photographer. Of course, established, well-respected artists are often busy and expensive, and it can be tempting to look for cheaper alternatives. It is worth noting, however, that many photographers have relationships with publications that make it easier to sell a project into the media. Also, what works for StreetEasy is not going to be what’s best for a magazine spread – the simple desire to convey space is not enough. A communications team can help advise on what’s appropriate for a project.
Of course, when the communications team begins working on a project, many decisions as to scheme and interiors may have already been made, which is why we like to establish ongoing relationships with our developer partners to make sure communications assets are considered from the beginning. Mr. Brisbane had it right over 100 years ago: a picture is indeed worth 1,000 words. We want to make sure those 1,000 words are the right ones.
