Posner Advertising Urges Homebuilders and Real Estate Developers
Posner Advertising Urges Homebuilders and Real Estate Developers to Pay Close Attention to What Women Want
NEW YORK - March 31, 2008 - While the nation’s real estate industry is experiencing tough times, Posner Advertising suggests that for homebuilders and developers to positively affect sales, their marketing should also emphasize the details of a new home that appeals to women.
An abundance of statistics exists, showing the power and impact women have on the real estate market and U.S. economy:
- Women are the fastest growing segment of homebuyers. (National Association of Realtors)
- 40% of all households with assets over $600,000 are headed by women. (Evolution: Understanding Women, Faith Popcorn)
- By 2010 28% of all U.S. households will be headed by women. (Fannie Mae)
- 47% of all condos are purchased by women. (National Association of Realtors)
“As a marketing agency with expertise in real estate, Posner is aware of the economic and decision-making power women have in the home buying process,” says Bob Posner, principal, Posner Advertising. “As we go about developing creative and marketing strategies on our clients’ behalf, we will be mindful of the varying needs of women — be they single fist-time buyers, married women with a growing family seeking more living space, or a young professional looking for a property that reflects a certain lifestyle.”
As a leader in interactive and digital marketing, Posner also believes the Internet — and the way women use it — will play a significant role in the way real estate is marketed in the future. Multi-tasking Women, Building Women, Summer 2005, indicated that 92 percent of women use the Internet to shop for homes.
“Study after study has shown that women use the internet to research and share all kinds of information; to socialize; to shop; and to get news,” adds Bob Posner. “Our team of professionals will continue to challenge each other to come up with meaningful and effective ways to engage women as they multi-task online — for this is where they start to gather information on big ticket items like purchasing a home.”
According to Tom Peters in the foreword Marketing to Women by Martha Barletta, “American women by themselves are, in effect, the largest ‘national’ economy on earth, larger than the entire Japanese economy.”
“To put it simply, we can’t afford to ignore that the real estate industry’s fate is in the hands of women consumers. Women’s economic power — whether single or married — is a serious force to be reckoned with,” says Judith S. Kincaid, MIRM/CSP. “The female homebuyer has a clear objective to shop and it’s all in the details. Know the age group you are selling to and build and merchandise to that market. Features will not sell homes unless you show the benefit.”
The following is a sampling of Posner’s recent real estate marketing/advertising projects:
Sheffield 57
15 Central Park West
Clermont Greene
Flatiron 18
The Residences at Jackson Heights
25 Broad
The Ellington
Posner Advertising
With experience that spans five decades, Posner Advertising is a full-service, lifestyle-focused marketing agency with award-winning expertise in real estate. Headquartered in New York, with offices in Florida and California, Posner’s services include branding, advertising, traditional and digital marketing, public relations as well as media planning/buying and performance tracking services.