Celebrity endorsers effective in selling real estate projects – property consultant

Celebrities endorsing real estate products are an effective way for property firms to gain market traction, especially in mass housing, according to property consultant Colliers International Philippines.

 

The strategy of celebrity endorsements has worked in promoting projects, whether low-end, middle-priced or high-end, Colliers Philippines associate director for advisory and research Julius Guevara told GMA News Online on Monday.

 

"This is because Pinoys are very conscious of celebrities and they find affinity with the celebrity," he said.

 

Developer DoubleDragon Properties Corp. has named singer-actress Anne Curtis-Smith to represent the roll out of CityMalls, its community malls venture with SM Investments Corp. under CityMall Commercial Centers Inc., the company said in a disclosure to the Philippine Stock Exchange on Monday.

 

The company has secured 20 sites to date, in line with its target to complete 25 CityMalls this year and a total of 100 operating CityMalls across the country by 2020. 

SM Development Corp. previously tapped Curtis to promote condominium projects.

 

DoubleDragon will debut the City Mall brand in Roxas City, Capiz on March 27, where the actress is scheduled to grace the grand opening.

 

“We believe that Anne is an incredibly influential celebrity with aspirational qualities," DoubleDragon chairman and CEO Edgar “Injap” Sia II said in a statement.

 

"Her genuine and lovable personality has enabled the everyday Filipino to relate to her. This is exactly why we feel that she is the perfect face behind CityMall and its vision to uplift the standard of community malls across the country," he said.

 

Guevara noted that in any type of product, celebrities have proven well in the promotions stage.

 

As a new player in the retail space, picking Curtis as CityMall's celebrity endorser is a good move for DoubleDragon, the property consultant noted.

 

"Anne Curtis is popular with the masses, and a celebrity with her following will attract people to go to CityMalls, especially when CityMalls is just starting," Guevara added. – VS, GMA News