Brutally Honest Real Estate Advertisements

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This chapter explores the success story of a person who made a fortune in real estate by writing entertaining and brutally honest advertisements for homes. It discusses the concept of counter signaling and suggests that property websites should have the option to search for properties with negatives that the individual buyer doesn't mind, leading to finding a better property.

Rory Sutherland is a British advertising executive, author, and marketing visionary. He’s the UK Vice Chairman of Ogilvy, one of the world's largest and most renowned ad firms. Mad Men is largely inspired by the company and one of the firm’s founders, David Ogilvy.

Rory started Ogilvy’s behavioral science practice, pioneering the application of behavioral economics and evolutionary psychology to marketing and advertising.

Some of his counterintuitive theories on marketing and human behavior are compiled in his book Alchemy: The Power of Ideas That Don't Make Sense, where, primarily, he argues that great marketing ideas are often built around a core that is profoundly irrational.

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