Marketing for condo buildings is becoming explicitly geared toward buyers’ sexual orientation.
Targeting the same-sex market is the luxury condo development Esperanza located in Asbury Park, N.J. — a haven for same-sex couples, said Jacqueline Urgo, executive vice president at the Marketing Directors, which is the sales agent for the project. Metro Homes is the developer.
“We followed demographic trends, and same-sex couples is a purchaser profile that we’re reaching out to,” she added.
The 224-unit oceanfront condo with two towers — the north tower will have 16 stories and the south tower will have 10 stories — is aggressively getting its message out to prospective same-sex buyers through several avenues.
In addition to participating in the Gay, Lesbian, Bisexual and Transgender Expo at the Jacob K. Javits Convention Center late last month, the Marketing Directors launched an ad campaign for the Esperanza modeled on a personal ad.
Some of the ads show two men together and two women together. Advertisements directing same-sex couples to find their match will run in the Asbury Park Press, New Jersey Home News Tribune and the New York Times.
“It’s an innovative campaign,” Urgo said. “We want to position the product in a way that hasn’t been seen. We want people to fall in love at the Esperanza.”