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T RUMP M ARKETING S TRA TEGIES

furniture in it will be smaller to make the room seem larger. If a par-
ticular room has a lack of natural light, the room colors and the car-
peting will be light colors to help correct the deficiency. Where
ceiling height is a selling point, decorative moldings and lighting fix-
tures will be installed to accent the additional height. When Trump
builds an apartment building, the lobby entrance is always an eye-
catcher. You will see pictures of this elaborate lobby together with the
highlights of other amenities in the brochures or other selling tools
that are given to the potential customer. The brochures themselves
are expensive works of art that reek of money. The size and quality of
all literature creates the impression of distinctive exclusivity that is
the Trump hallmark. Don’t think of mimicking what Trump does un-
less you’re catering to the same market. Tailor your selling tools to the
best you can obtain within the limitations of your budget.

How to Play Up Your Location

Every piece of real estate is unique and has a specific location that
has both positives and negatives. I suggest you prepare a detailed list
of both, and craft answers to questions your customers will ask that
accentuate the positives and minimize the negatives. Here are a few
examples of what I mean:

•The proximity of your site to mass transportation should be
disclosed. You or your literature should say, “three blocks away”
or “within walking distance” or “10 minutes from the train sta-
tion,” whatever seems most desirable. If the mass transporta-
tion is not a selling point, say nothing.
• If your customer is a family with children, you or your litera-
ture should indicate the proximity of schools to your site. If the
school district has a high reputation, say so. If not, say nothing.

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