EVERYONE IS ONLINE….GET IT YET?
By Anthony Longo 19 12 2007
A CONDOMINIUM building under construction in Brooklyn has its own MySpace page. (“Scorpio” structure seeks “great people from the Metro area, and beyond, that want to live in a thriving community.”)
Some garden rentals in New Jersey and a condo complex in Orange County, N.Y., have their own blogs.
In Stamford, Conn., the developer of a super-high-end condo tower is eschewing use of free classified-ad listings on craigslist.com to lure buyers, since “every mom-and-pop building these days is doing it.” But the company is putting big money into a virtual tour for its project Web site.
“A lot of people do all their home shopping online, start to finish,” said Kelly Marzullo of Core Marketing Group, which is using the Web to promote various Manhattan buildings and the Peninsula at City Place in Edgewater, N.J. “A $15,000 ad in the Sunday paper just won’t get you anywhere anymore,” she said..
“People like to know everything about a building before they come in — or at least have a taste, and a feel,” Ms. Marzullo continued. Her Manhattan-based company does advertise properties on craigslist, building in links to Web pages that may include photographs, digital drawings, video, floor plans and the range of asking prices.
In New Jersey, Ms. Marzullo said, she sees digital marketing appealing mainly to the young and Web-smart people who might pull up to a building on a motorcycle, with a Blackberry in their pocket, she said.
But Jason and Bobby Schlesinger, principals of Ceebraid-Signal, which is putting up the Highgrove condo in Stamford where the starting price is $1.4 million, beg to differ. “One might make the mistake that the empty-nester clientele is not Internet-savvy,” said Jason Schlesinger, “but we find more and more of our mature buyers come in with highly specific questions, having already done their research online.” Continued…
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