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T RUMP M ARKETING S TRA TEGIES

If you intend to attract children, think about installing swings
and playground equipment. If you decide to go that route, put them
in a place on your property that is readily visible. Once again, it de-
pends on who you’re trying to attract. If you are marketing to re-
tirees or senior citizens, you need a different approach (though you
might consider creating an attractive place for them to entertain
their grandchildren).
If I’m renting apartments in a four-story building, I can enhance
thelandscaping around the entrance to get people to come in. As I
have said many timesbefore, landscape design is a critical part of the
marketing sizzle of any property, because the first step with aesthet-
ics istogetthecustomertobepleasedwiththeirfirstvisualimpres-
sion, which is often the landscaping. When you have accomplished
that,goontothe next step. You have them conditioned for something
special and then they walk through the front door, now you have to
have something appealing that matches the promiseofthelandscap-
ing. Trump typically creates a total experience for the customer who
is interested in one of his properties, including a tour of the property
or a model/showcase, which includes a pleasant visual experience, as
well as print materials, artwork, a scale model, and so on.

USE DAZZLING PRESENTATIONS

In addition to showing the property, you need to create presenta-
tion materials that help extoll the features of your property. The
most dazzling presentation I ever witnessed was one performed by
the Hines Company for a unique office building they were building
in New York City. The building was an elliptical high-rise struc-
ture totally encased within a pink marble facade. New Yorkers
promptly christened it “The Lipstick Building” because it resem-
bled a huge tube of lipstick. Prospective tenants and space planners

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