The art of advertising: a look at how real estate marketers draw in customers

From the May issue: With so many luxury rentals on the market in New York, advertising plays a key role in persuading tenants to pick one building over another. This month, The Real Deal dissected an advertisement to find out how marketers of new rental buildings convince potential tenants to click on a website, check out an apartment and (hopefully) sign a lease.

This ad, called “Declare your independence,” is part of the much buzzed-about campaign for New York by Gehry, the 76-story FiDi rental tower at 8 Spruce Street that hit the market in February 2011, and is now almost 80 percent leased. [more]