In a hot housing market where potential residents have any number of choices, a housing product has to be unique ? and so does theadvertising.
And that?s what the creative minds at Profiles Inc. said they believe they have done in a recently launched print and online campaign for The Residences at 1211, a luxury condominium project on Light Street in Federal Hill.
According to Amy Elias, Profiles? president, the condominium project?s sleek design and location in the heart of Federal Hill attract a different type of consumer ? young empty-nesters who are more in tune with a hip, edgy aesthetic rather than the more traditional waterfront residences ? and the advertising needed to reflect that.
The ads “speak to them in their language,” Elias said. “They have an edge to them that really talks about the experience of living as opposed to the size of a unit. There is a real connection between the characteristics of the potential buyer and the features of the property.”
Elias added that the market for this type of consumer is ripe, with an influx of young professionals who want to live in the city and be surrounded by upscale amenities.
The campaign, which costs between $50,000 and $75,000, currently is running in the City Paper, Urbanite, Baltimore magazine, The Daily Record and Gay Life in Maryland, and the Washington City Paper and Washingtonian magazine in Washington.
