From: The Wall Street Journal
In Real-Estate, ‘Love’ Hurts and ‘Sexy’ Sells
The Wall Street Journal:
In luxury real estate, love is cheap and sex sells.
An analysis of roughly 1.6 million home listings found that lower-priced homes were most likely to have the word “love” in property descriptions, while homes priced in the millions of dollars were most likely to have “sexy” and “seductive” in the descriptions.
“Love is basic,” said Javier Vivas, an economic researcher for Realtor.com, which analyzed the data. “It’s a pre-canned pitch to generically describe something beautiful.”
…
“When you talk about extreme wealth, you’ll see terms like ‘sexy’ bandied about,” regardless of the product, said Adam Alter, an associate professor of marketing at the New York University Stern School of Business. Luxury products strive for uniqueness, he says, and it makes sense that sales people use impassioned language to set their brand apart.
Read the whole story: The Wall Street Journal
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