Celebrities are fun to watch, folly to follow

Can you see me now? (flickr photo by dunkr)

If celebrity endorsements didn’t matter, you wouldn’t see stars (many of them on the wane) shilling insurance, pills or perfume.

So it is hardly surprising that building developers like nothing more than to rub shoulders with notables of the silver and pixellated screens.  Real estate brokers are just the same.

It is, indeed, true that proximity to stars sells real estate, as the news media regularly remind us — for example, the Wall Street Journal and the New York Times not so long ago.  But why? Continue reading

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