Using the Hollywood Factor
Author: Diana Heeb Bivona
As more and more condo and condo-hotel projects fall by the side, developers are trying to come up with ways to draw attention to their projects. One such way is by rolling out big Hollywood stars to draw in the buyers.
The debate rages as to whether or not this strategy has a proven track record of success. For example, it worked like a charm for the Panorama Towers who let it slip that Leonardo DiCaprio and Pamela Anderson bought residences. However, the Icon project still bit the dust even with baseball great Reggie Jackson coming on board.
To read more on the power of the stars, read “Boom or Bust”.