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T RUMP M ARKETING S TRA TEGIES

Create your own catch phrase or, better yet, have all your literature
prepared by an advertising firm that specializes in real estate
brochures and sales literature. The “buzz” that they can create far
exceeds the cost of bringing them on board. An advertising firm can
also prepare large pictures, posters, or elegant artwork to be promi-
nently displayed in and around your sales office. It is true that,
“One picture is worth a thousand words.” All your visuals, pho-
tographs, and artwork reflect the level of quality you’re trying to
portray. You can also dazzle your customers by creating a beautiful
scale model of your project. Models are most effective when your
property is a development of many houses or buildings. A model
showing the location of all buildings, roads, and service areas can be
very informative and useful.

ADVERTISING STRATEGIES

Advertising is a necessity for most real estate, but be smart about it.
Any advertisement you place should only be placed in publications
that cater to the audience you’re trying to reach. For example, you’ll
never see an ad for a Trump building in the New York Daily News or in
the New York Post. The vast majority of the readers of those publica-
tions are not candidates to purchase a high priced unit in a Trump
project. Occasionally, Trump will place a full page ad in the weekend
magazine section of the New York Times. He will negotiate for a
strategic location where the ad will most readily be seen by the cus-
tomer he’s trying to reach. More often, however, the advertising
Trump places in the New York Times will be a tasteful full-color ad
small enough to be cost-effective but large enough to be seen be the
readers. If the New York Times or the Wall Street Journal prints a special
real estate section, Trump often opts to display multiple ads of Trump

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