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2017

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9.2.17
8.22.17
8.22.17
8.22.17
8.22.17
8.12.17
7.7.17
7.6.17
7.6.17
7.6.17
7.6.17
7.6.17
7.6.17
7.6.17
7.6.17
7.6.17
Congratulations (Again), Wendy!
Wall Street Journal
7.5.17
7.5.17
7.5.17
6.29.17
6.28.17
6.27.17
6.20.17
6.14.17
6.13.17
Warburg And Wallack Partner
CityBizList NYC
6.12.17
6.9.17
6.8.17
6.8.17
6.8.17
6.7.17
5.23.17
5.19.17
5.18.17
5.18.17
5.17.17
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5.12.17
5.10.17
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5.4.17
4.23.17
4.21.17
4.21.17
4.20.17
4.19.17
4.18.17
4.18.17
4.18.17
4.17.17
4.17.17
4.14.17
4.12.17
4.7.17
4.7.17
4.1.17
3.10.17
3.10.17
Prewar Is So Last Year
New York Times
3.2.17
2.21.17
2.7.17
2.6.17
2.2.17
1.31.17
1.20.17
On the Market
The New York Times
1.11.17
1.5.17
1.4.17
1.1.17
1.1.17
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2016

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12.29.16
12.13.16
12.13.16
12.6.16
12.1.16
11.30.16
11.28.16
11.27.16
11.22.16
11.18.16
11.18.16
11.9.16
11.4.16
On the Market
The New York Times
11.4.16
10.31.16
10.31.16
10.30.16
10.28.16
10.7.16
On the Market
The New York Times
10.4.16
9.30.16
9.25.16
9.23.16
9.19.16
A Water Skier Seeks Higher Ground
The Wall Street Journal
9.13.16
9.9.16
Where to Live? Ask an App
The New York Times
9.1.16
8.5.16
8.2.16
8.2.16
7.27.16
7.21.16
7.19.16
Kowalczuk and Compton join Warburg Realty
New York Real Estate Journal
7.11.16
7.1.16
6.24.16
Once and Always a New Yorker
The New York Times
6.16.16
Dream Homes
New York Post
6.16.16
6.10.16
Industrial Elegance in SoHo
The New York Times
6.1.16
6.1.16
Living Large in Manhattan
CASTLES Magazine
6.1.16
5.26.16
5.26.16
5.25.16
5.17.16
5.16.16
5.13.16
5.13.16
Priced Out of My Childhood Home
The New York Times
5.6.16
The Golden Mean
Metropolitan Magazine
5.6.16
5.6.16
Featured Property: 150 Reade Street
Metropolitan Magazine
5.6.16
Soiree at 150 Charles
Metropolitan Magazine
5.6.16
Best in the West: 150 Charles, M9
Metropolitan Magazine
5.6.16
5.1.16
5.1.16
5.1.16
4.13.16
4.12.16
4.11.16
4.8.16
4.8.16
4.6.16
4.6.16
4.5.16
4.1.16
4.1.16
4.1.16
4.1.16
4.1.16
4.1.16
4.1.16
3.31.16
3.31.16
3.30.16
3.30.16
New Listing: 30 West Street
Real Estate Weekly
3.28.16
3.25.16
Fusco joins Warburg Realty
New York Real Estate Journal
3.23.16
Who’s News: Mary Anne Fusco
Real Estate Weekly
3.23.16
New Listing: 39 Vestry Street
Real Estate Weekly
3.17.16
Dream Homes
New York Post
3.16.16
3.15.16
3.10.16
3.10.16
Dream Homes
New York Post
3.8.16
3.8.16
3.7.16
3.1.16
3.1.16
NYC Premier Properties
Luxury Listings NYC
3.1.16
Deeds & Dont’s
New York Cottages & Gardens
2.26.16
Executive Moves
Crain's
2.24.16
Sugar Hill condos hit market
Real Estate Weekly
2.18.16
2.17.16
New Listing: 475 Park Avenue
Real Estate Weekly
2.17.16
2.17.16
2.16.16
2.12.16
2.12.16
2.11.16
2.10.16
2.9.16
2.5.16
2.5.16
2.5.16
Big Ticket
The New York Times
2.3.16
2.3.16
2.1.16
2.1.16
1.29.16
1.27.16
1.22.16
The Art of Home Staging
The New York Times
1.20.16
Unfailingly Vibrant in The West Village
Private Air Luxury Homes
1.15.16
1.15.16
1.13.16
1.12.16
1.10.16
Something about a quick deal
Luxury Listings NYC
1.10.16
Premier Properties
Luxury Listings NYC
1.10.16
Premier Properties
Luxury Listings NYC
1.8.16
1.6.16
1.5.16
1.5.16
1.4.16
1.1.16
The interest rate upshot
The Real Deal
1.1.16
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2015

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12.23.15
12.22.15
12.22.15
12.21.15
12.21.15
12.18.15
On the Market
The New York Times
12.18.15
12.10.15
12.10.15
12.10.15
12.1.15
Haber inks a book deal
The Real Deal
12.1.15
12.1.15
12.1.15
11.30.15
11.27.15
11.25.15
11.25.15
11.24.15
11.18.15
Symposium
Metropolita
11.18.15
New Listings
Real Estate Weekly
11.17.15
11.13.15
11.12.15
11.11.15
11.9.15
11.9.15
11.4.15
11.3.15
11.3.15
11.3.15
11.3.15
11.2.15
11.2.15
11.1.15
11.1.15
11.1.15
10.28.15
10.25.15
On the Market in New York City
The New York Times
10.23.15
10.22.15
10.22.15
10.21.15
10.21.15
10.20.15
10.16.15
10.14.15
10.12.15
10.6.15
10.6.15
10.2.15
10.1.15
In their words…
The Real Deal
10.1.15
9.30.15
9.23.15
9.22.15
9.14.15
9.11.15
9.11.15
9.9.15
9.3.15
9.3.15
9.2.15
9.1.15
8.28.15
8.21.15
8.21.15
8.21.15
8.21.15
8.20.15
8.18.15
8.18.15
8.14.15
8.13.15
8.13.15
8.11.15
8.7.15
8.7.15
8.7.15
8.5.15
8.4.15
8.1.15
8.1.15
Win now, decide later
The Real Deal
7.28.15
7.27.15
7.24.15
7.23.15
7.21.15
7.20.15
7.13.15
7.12.15
7.8.15
7.7.15
7.6.15
7.6.15
7.5.15
7.3.15
7.1.15
7.1.15
7.1.15
7.1.15
7.1.15
6.29.15
6.28.15
6.26.15
6.25.15
Fishman joins Warburg Realty
New York Real Estate Journal
6.25.15
6.24.15
6.23.15
6.22.15
6.22.15
6.19.15
6.18.15
6.18.15
6.17.15
6.17.15
6.17.15
6.17.15
6.16.15
6.16.15
6.16.15
6.12.15
6.12.15
6.12.15
6.9.15
6.5.15
6.5.15
6.5.15
6.3.15
6.3.15
6.3.15
6.3.15
6.2.15
6.1.15
6.1.15
5.30.15
5.29.15
5.28.15
5.28.15
5.27.15
5.27.15
5.26.15
Home Prices Continue to Climb
Wall Street Journal
5.21.15
$21.5 million Manhattan townhouse is a steal?
CNBC Secret Lives of the Super Rich
5.20.15
5.18.15
5.18.15
5.18.15
5.16.15
5.15.15
5.15.15
5.15.15
5.14.15
5.8.15
5.4.15
5.1.15
5.1.15
5.1.15
5.1.15
5.1.15
5.1.15
Manhattan Market Watch: Moving Tips
Mann Report Residential
5.1.15
5.1.15
4.30.15
4.30.15
4.28.15
4.24.15
4.22.15
4.21.15
4.16.15
4.15.15
4.14.15
4.13.15
4.12.15
4.12.15
4.3.15
4.3.15
4.3.15
4.2.15
4.1.15
4.1.15
4.1.15
4.1.15
3.20.15
3.19.15
3.17.15
Lauren Bacall’s Apartment
Top Ten Real Estate Deals
3.13.15
3.12.15
3.3.15
We Hear…
New York Post
3.3.15
3.3.15
3.2.15
3.1.15
EXTRA! EXTRA! READ ALL ABOUT IT IN 2015
Mann Report Residential
3.1.15
3.1.15
2.26.15
2.25.15
2.20.15
On The Market In New York City
The New York Times
2.19.15
2.17.15
2.11.15
2.5.15
2.5.15
2.3.15
2.2.15
2.2.15
Fixer-uppers gain appeal
The Real Deal
2.1.15
2.1.15
1.30.15
1.29.15
1.25.15
1.16.15
1.16.15
1.12.15
1.7.15
1.7.15
1.6.15
1.6.15
1.6.15
1.5.15
See More See Less

2014

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12.29.14
12.26.14
On the Market: Sutton Place
The New York Times
12.23.14
12.17.14
12.1.14
Prime Rates
Gotham
11.26.14
11.24.14
11.14.14
11.12.14
11.11.14
11.6.14
Houses of the Week
New York Post
11.5.14
11.1.14
11.1.14
10.31.14
10.31.14
10.31.14
10.24.14
10.24.14
10.20.14
10.17.14
10.15.14
10.14.14
10.9.14
10.1.14
10.1.14
10.1.14
9.20.14
9.19.14
9.10.14
9.10.14
9.4.14
9.1.14
Doubling Down On Cuomo
The Real Deal
8.26.14
8.23.14
8.22.14
8.8.14
8.8.14
8.6.14
8.1.14
7.28.14
7.23.14
7.14.14
7.9.14
7.3.14
7.2.14
7.1.14
7.1.14
7.1.14
7.1.14
7.1.14
6.30.14
6.24.14
6.13.14
6.4.14
6.1.14
5.30.14
5.21.14
5.21.14
5.16.14
5.16.14
5.6.14
Profile: CLAIRE GROOME
New York Family
5.1.14
4.20.14
4.16.14
4.9.14
4.7.14
Dads of Real Estate
New York Family Magazine
4.7.14
4.6.14
4.1.14
3.30.14
3.28.14
3.26.14
3.25.14
3.25.14
3.25.14
3.12.14
Sales Updates – Harlem
The Real Deal
3.10.14
3.10.14
3.1.14
3.1.14
2.26.14
New Listings: Beekman
Brokers Weekly
2.20.14
2.14.14
2.5.14
2.1.14
2.1.14
1.29.14
1.29.14
1.29.14
1.29.14
1.29.14
1.27.14
1.14.14
1.14.14
1.3.14
1.3.14
1.1.14
See More See Less

2013

Show Press Hide Press
12.30.13
12.19.13
12.4.13
Gotta get gund
New York Post
11.26.13
11.26.13
11.15.13
11.15.13
11.12.13
11.8.13
11.6.13
10.31.13
10.30.13
10.27.13
10.25.13
10.21.13
10.16.13
10.11.13
10.7.13
10.7.13
Park Manhattan is Sold Out!
Mann Report Residential
10.1.13
10.1.13
10.1.13
Sales in the City – Summer 2013
Residency NY Magazine
10.1.13
Sales in the City – Fall 2013
Residency NY Magazine
9.27.13
9.21.13
9.19.13
9.12.13
9.11.13
9.11.13
9.10.13
9.9.13
9.1.13
8.27.13
8.27.13
8.26.13
8.19.13
8.19.13
8.18.13
8.1.13
EVERYONE IN THE POOL!
Mann Report Residential
8.1.13
8.1.13
7.18.13
7.8.13
7.2.13
7.1.13
6.23.13
6.21.13
6.9.13
6.4.13
6.2.13
5.31.13
5.23.13
5.19.13
On the Market: Kips Bay Co-op
The New York Times
5.14.13
5.9.13
5.8.13
5.1.13
5.1.13
4.30.13
4.18.13
4.10.13
4.8.13
4.8.13
4.4.13
4.1.13
4.1.13
4.1.13
3.23.13
3.18.13
3.17.13
3.7.13
Dream Homes
New York Post
3.5.13
3.1.13
3.1.13
2.26.13
2.22.13
Houses of the Week
New York Post
2.22.13
2.13.13
Properties of the Month
Avenue Magazine
2.12.13
2.11.13
2.8.13
Dear Owner: Please Sell
The New York Times
2.5.13
2.4.13
2.4.13
2.1.13
2.1.13
2.1.13
Warburg Honors Top Agents of 2012
Mann Report Residential
2.1.13
1.31.13
1.15.13
1.1.13
1.1.13
1.1.13
1.1.13
1.1.13
1.1.13
See More See Less

2012

Show Press Hide Press
12.31.12
12.23.12
12.21.12
12.11.12
12.6.12
Who’s News
Brokers Weekly
12.4.12
11.27.12
11.26.12
11.1.12
10.10.12
Who’s News
Real Estate Weekly
10.1.12
10.1.12
Just Sold!
New York Post
10.1.12
9.24.12
9.12.12
9.12.12
9.4.12
8.24.12
8.21.12
8.20.12
8.9.12
8.8.12
8.4.12
8.2.12
8.1.12
8.1.12
Alicia Corpening Joins Warburg Realty
Mann Report Residential
7.19.12
Dream Homes
New York Post
7.9.12
7.1.12
6.22.12
6.21.12
Houses of the Week
New York Post
6.14.12
6.13.12
6.8.12
6.8.12
6.1.12
5.18.12
5.17.12
Dream Homes
New York Post
5.15.12
5.15.12
5.9.12
5.4.12
5.2.12
5.1.12
Pricey Co-ops Find Buyers
The Wall Street Journal
5.1.12
5.1.12
5.1.12
4.1.12
3.25.12
3.24.12
3.16.12
Have a Drink, Buy Some Art, Get a Condo
New Construction Manhattan
3.11.12
House of the Week
New York Post
3.8.12
3.1.12
3.1.12
3.1.12
2.28.12
Dream Homes
New York Post
2.26.12
2.22.12
2.2.12
2.2.12
2.1.12
1.22.12
1.18.12
1.4.12
1.1.12
See More See Less

2011

Show Press Hide Press
12.31.11
12.29.11
2011: The Year of the Turndown
The New York Times
12.22.11
12.16.11
12.7.11
12.5.11
12.2.11
12.1.11
Dream Homes
New York Post
11.23.11
Should You Buy a House?
Go Girl Finance
11.22.11
11.21.11
11.1.11
10.31.11
10.28.11
10.28.11
10.21.11
10.12.11
Celebrity Real Estate
Epoch Times
10.1.11
9.23.11
9.23.11
9.22.11
Sightings
New York Post
9.21.11
9.12.11
Bahamas’ Albany Continues to Grow
World Property Channel
9.1.11
Manhattan Market Watch: A FINE ROMANCE
Mann Report Residential
8.30.11
Living on the Park
Promenade
8.3.11
8.1.11
7.24.11
7.8.11
Trio Seeking Second-Time Chelsea Charm
The Wall Street Journal
6.27.11
6.14.11
6.14.11
6.14.11
6.5.11
5.27.11
5.26.11
5.23.11
5.12.11
Houses of the Week
New York Post
5.12.11
Emerging Neighborhoods
New York Times - Homes Magazine
5.10.11
5.8.11
5.1.11
5.1.11
4.28.11
4.12.11
4.6.11
4.6.11
4.6.11
4.1.11
4.1.11
3.20.11
3.17.11
3.15.11
3.14.11
3.10.11
3.8.11
3.1.11
3.1.11
3.1.11
Moving On Up
New York Family
2.28.11
Q&A with Deborah Lupard
Tribeca Citizen
2.27.11
2.22.11
On the Market
The New York Times
2.13.11
2.9.11
Uptown Upturn
New York Magazine
2.7.11
2.4.11
2.4.11
2.2.11
2.1.11
2.1.11
1.26.11
1.21.11
1.21.11
1.20.11
Ellington on the Park
Harlem Bespoke
1.19.11
1.14.11
1.6.11
1.3.11
1.1.11
1.1.11
What to expect this year
The Real Deal
See More See Less

2010

Show Press Hide Press
12.14.10
12.1.10
11.1.10
10.31.10
10.28.10
10.14.10
9.10.10
9.3.10
Flip-Flopping on Flip Taxes
The New York Times
9.1.10
9.1.10
8.24.10
8.13.10
8.11.10
8.2.10
8.1.10
8.1.10
7.26.10
7.20.10
7.16.10
7.15.10
Houses of the Week
New York Post
7.2.10
6.25.10
Some Condos Avoid Shoals
The Wall Street Journal
6.23.10
New Appraisal Rules Irk Some Brokers
The Wall Street Journal
6.20.10
Caught in the Web
The New York Times
6.1.10
Manhattan Market Watch: ON NEGOTIATING
Mann Report Residential
5.27.10
5.23.10
5.23.10
5.9.10
5.7.10
5.6.10
5.1.10
4.29.10
4.28.10
4.16.10
4.12.10
4.12.10
4.12.10
4.9.10
4.2.10
4.2.10
4.2.10
Time to relist?
The Real Deal
4.1.10
4.1.10
3.29.10
3.19.10
3.17.10
3.9.10
Real Brokers of NYC
Brokers Weekly
3.5.10

Is Zillow’s “Portlandia” Takeover a Step too Far?

March 3rd 2015

The Real Deal

By Ann Imperatore

TRD’s pop culture columnist on real estate database giant’s latest stunt

A couple, Kath and Dave, stand in their recently renovated house, appearing dejected that their home is now too perfect — there’s nothing left for them to fix. Deciding that they need a new renovation project, they shout with glee, “Let’s get on Zillow!” Within seconds they’ve landed on the perfect fixer-upper. You might think this sounds like a cheesy informercial, but it’s actually the latest full-fledged episode of IFC comedy series “Portlandia,” created by and starring Fred Armisen and Carrie Brownstein.

The show has been overtly sponsored by Zillow — this year, a commercial for the real estate database airs midway through each episode — but on Thursday, the promotional content was dialed up several notches in an episode titled “House for Sale.”

Not only was each skit in the episode real estate-themed with words such as “escrow,” “microhome,” and “flipper” tossed around, but characters referenced and used Zillow without so much as a wink and a nod to viewers to alert them that they were part of the joke, not the butt of it.

This isn’t the first time Zillow has done broadcast content integrations, but sponsored content was never before part of existing real estate-related shows on networks such as HGTV.

The secret to comedy is supposedly timing, but apparently the alliance of IFC and Zillow has modified the definition to mean time plus mad advertising dollars. Yet this is no laughing matter.

Think about how differently we’d view the “Seinfeld” scene in which Kramer has a part in a Woody Allen movie and utters the famous line, “These pretzels are making me thirsty” if it was actually part of a native ad by Lays!

While the web and TV have been rife with advertorial, paid content and infomercials for years, all pretending to be legit user content when they are not, it has traditionally been made very obvious that it was either sponsored content or a paid ad. But this new breed of promotion — native advertising — can be far more ambiguous.

Zillow started doing television advertising two and a half years ago and increased its ad spending to about $75 million last year, according to a recent article by News Buy Media’s BroadcastingNews.com. The firm’s budget this year is similar, according to Zillow’s chief marketing officer Amy Bohutinsky. “We’re going after high-profile placement opportunities and doing some new things to reach audiences,” Bohutinsky said.  “Integrations are something that have been part of our brand advertising strategy for the past year when we can find the right one.”

Blake Callaway, IFC’s executive vice president of marketing and digital media, told Broadcasting.com that “‘Portlandia’ offers advertisers the opportunity to creatively integrate into one of television’s most talked-about comedies.”

“We couldn’t be happier that Zillow is an even bigger part of the new season,” he added.

However, for those “Portlandia” viewers not savvy to new advertising trends, they may have not even realized they were actually watching integrated content, or “native advertising.”

Warburg Realty broker Jason Haber can see why real estate-related firms would want to jump on the “Portlandia” bandwagon. “Only a fraction of its audience actually comes from IFC viewers,” Haber said.  The show has an enormous following on YouTube and Hulu and the value proposition for advertisers of a show has always been eyeballs.”  Traditional ads are fairly easy to avoid, but with branded content, the ad is the entertainment.

While real estate firms generally are okay with native ads or anything else that moves products, it can lead one to speculation about artistic integrity.

Haber feels integrated content won’t necessarily taint entertainment value if executed properly and notes there is a fine line between practicality and selling out. “If the broad story line came out of the creative process (and then they found a way to work in Zillow) I would be more okay with that,” says Haber.  He feels that by understanding the media landscape, firms can look to reach clients in new ways. “Heck, I would love to see Fred and Carrie drinking coffee out of a Warburg mug!”

Disclosure aside, there was something off about this episode. Even though the real estate industry has the potential to be great comedic fodder — recent episodes of Comedy Central’s “Broad City’ and Vimeo’s “High Maintenance” that deal with apartment hunting have gotten rave reviews–it simply wasn’t funny. Replacing a “put a bird on it” with “put a for-sale sign on it” just didn’t seem to fly. Though I’m a big fan of the show, this episode felt far too contrived with hackish jokes like characters unwittingly entering a crack house filled with squatters who mistake the term “fixer-upper” for “uppers.” When hordes of buyers put in offers, the realtor advises them to write a personalized letter to the couple to try to garner favor, but Armisen and Brownstein have trouble writing cursive and have to enlist a child to do so for them. Later when Carrie and Fred’s bid wins, they want to pull out because they can’t figure out with the word “escrow” means, even after watching an excruciating YouTube video about it.

Let’s hope those Zillow-highlighted TV houses come with an en-suite bath, because this episode and overall tactic could make some viewers end up feeling very dirty.

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