Property porn that is.

We’re a nation obsessed with it.

Yet we rarely see photography in housebuilders’ marketing communications that we drool over.

You wouldn’t expect Bentley to use a ‘snap’ taken by a show-room Saturday boy. So, why should housebuilders take short cuts on photography when the average cost of one of their homes is more than a Mulsanne? This must be seen as an investment, rather than a cost. It is the product that is being sold, after all.

And get your agency to really art direct its work. This isn’t a case of ‘being different’ by choosing a four column layout as opposed to a three column layout, to accommodate yet more information. It’s about creating layouts that make people linger and long for your property. Remember those beautiful Bryant ads of the ‘90s?

Start the process as you would if you were creating a 48 sheet poster: massive, heroic image, logo and space for a headline. Then get the mandatory ‘where, how much, and how do I make contact’ info’ in as unobtrusively as possible. Take information out, rather than cram yet more in. Because people only progress to the detail if they’re seduced by your brand.

And finally, your headline. Remember, we’re charming not chanting. Seducing not shouting.

Now there’s a thought on how to differentiate.

More next time...