Connect with us

Business Marketing

Sensuality in Real Estate



I’ve Avoided The Topic…

I’ve thought about writing this for a while and didn’t have the guts until now.  Mostly for fear of people misinterpreting my words – but here it is hopefully to stimulate some good conversation.

Sex Sells

Everyone knows sex sells – provocative images of men and women can attract business but the question will always remain:  Is it the right type of business?

I can’t speak for men out there but can surely speak for many women when I say, who doesn’t like to wake up in the morning and feel beautiful and sexy? – who doesn’t like that self-esteem that comes with feeling sexy?

In real estate, many use sex-appeal to their advantage.  In Miami it is so common to see properties and their agents being described as SEXY – “that sexy interior space overlooking the ocean”….  But is there a fine line between sex appeal and a true professional business?

We see it in desperate housewives where ultra-sexy Edie Britt is known to sleep with her clients when visiting properties or even Sex in The City where Samantha Jones seduces her Realtor in a pricey NY loft.

Sex Appeal in Real Estate

I’ve never been the one to use sex appeal in my favor; it’s just not my style.  On the contrary, when I’m working with husband and wife I make sure to dress “unsexy” (if there’s such a thing) so that the wife feels comfortable with me.  I go out of my way to be down to earth and demonstrate my architectural expertise and my knowledge of real estate.  But lately, I have been in extremely uncomfortable situations where I come home to discuss it with Rick to see what our next step will be.    Recently I negotiated a deal with a good looking man where I could feel a strange tension but the business relationship always remained professional – when the deal closed he said to me “You are a hot looking woman and didn’t want to tell you and make me uncomfortable so I waited until the transaction was completed to tell you”.  (WHAT?  “Hot looking woman” has become a joke in my house now).

Are you prepared?

I am so thankful that I work with my husband because every time I’ve been in a similar situation, I pass the client over to him.  But I wonder about others in the industry and how they handle these tensions.   There’s also the question of safety and the amount of creeps out there that we need to watch out for.  There are horror stories about stalkers and women being violated while showing properties.

My purpose with this article is to make you think of safety first, of the way we portray ourselves and our properties and the way we handle sexual issues that may come our way.  I’m not saying using sensuality is wrong either; but if you use it, you better be ready to deal with what it brings.

I found a site called Realtor Safety 911 that gives all kinds of helpful information as well as points out scenarios some of us may have never even considered.  Some of you are too sexy for your own good (yes that’s a joke) – so please have a plan, and use common sense – know that you can become easy prey if you are not smart.

Ines is all Miami, all the time. A Miami Beach Realtor® with Majestic properties, Ines authors,, and and is always on communication's leading edge. She goes out of her way to engage and be engaged, often using Mojitos to keep the mood light and give everything she does a Miami flavor. You can find her goofing off or instigating trouble at Twitter, Flickr, Facebook or LinkedIn.

Continue Reading


  1. Mack

    September 29, 2008 at 10:37 am

    Ines, I have to be thankful that clients appreciate my mind and my knowledge because my body sure won’t pay the bills.

  2. Elaine Reese

    September 29, 2008 at 11:08 am

    Ines, all I could do is chuckle as I read your article. I know I really shouldn’t chuckle because it’s a serious subject, but this hasn’t been a problem for me. Of course, maybe I wish it were! Like Mack said, if I relied on my body to pay the bills then my home would be one of those in foreclosure. 😉

    Seriously, for the pretty younger women, they need to be very careful as you mention, and not send the wrong message with their photos or body language. Even us older women need to use caution as we can be viewed as ‘easy targets’. I took an all day safety course a couple years ago at the Board, where we actually got to hit and punch in a way that didn’t take brute strength. It was a good confidence builder.

  3. ines

    September 29, 2008 at 11:21 am

    Mack – you don’t have to be HOT to be sexy btw – keep using your brain though…..if that works for you 😉

    Elaine – don’t chuckle – you are a great looking woman and you are right about the “targets” no matter the age. I’m glad to hear about the safety course you took, those are definitely empowering and more than that, they give an awareness that is necessary in our business. Stay safe!

  4. Chuck G

    September 29, 2008 at 12:06 pm

    What’s all the fuss? Bruiser can’t help it if he was born such a handsome bulldog 🙂

  5. Bob

    September 29, 2008 at 1:19 pm

    I used to work with a very hot female agent who frequently got phone calls from prospective male buyers wanting to see property. One was very specific about seeing two properties – both vacant, but both very different to the point that is didnt make much sense.

    She asked me to go with her to show the properties. We got to the 1st property and he was already there. She parked a few houses down and across the street. I stayed in the car. She went to use the lockbox, then told him she left the key in the car. I got out of the car and told her, “You forgot your key”. As soon as he realized she was not alone, he told her he wasn’t interested in seeing the property and left in a hurry.

    Trust your gut and don’t take chances.

  6. ines

    September 29, 2008 at 1:33 pm

    Hey Chuck – Bruiser is a handsome bulldog, isn’t he? 😉

    Bob – that’s exactly what I’m talking about – I’m so glad your colleague was smart to take you along and hope many other agents think of their safety, have a plan and most importantly…..”trust their instincts” – TY

  7. Kim Wood

    September 29, 2008 at 1:57 pm

    You hit on a topic that is so *right on*, Ines! Some agents that feel the need to wear the short skirts, unbuttoned blouse, (ok… to be fair… unbutton shirt exposing some chest hair) to try to sell Real Estate are just asking for possible trouble.

    Sex appeal type dress does not belong in the workplace, regardless of where you do business. And I could go into sexual harassment abuse of purpose along the same lines, but I shouldn’t open that can of worms on your blog 🙂

    Dress and act professionally – or take it elsewhere. For safety, for reputation, for professionalism.

    Way to take on the topic!

  8. Elaine Hanson

    September 29, 2008 at 2:01 pm

    Thank goodness I haven’t had this problem — Uncomfortable!

    Putting oneself out there in a suggestive or, in this case, almost unclothed image just screams of unprofessionalism. I work in a very casual community — jeans, nice casual clothes are okay for photos, but I wouldn’t even think of that type of shot. Serious buyers with serious money look for better professional judgement.

    I would like to point out that predators don’t just look for pretty. They look for weak, easy and desperate. Prescreen and be careful!!!

  9. James Bridges

    September 29, 2008 at 2:02 pm

    Great points on this one. This ad actuallly ran in the area in which I operate. There was quite a big deal about it from being “not professional” and what not, but she generated some serious phone calls off of it (unfortunately I don’t know the number). It also probably helped that many of the radio stations picked up the ad as well and called her about it. So it brought buzz, but not sure about the closings.

    I definitely think it’s a fine line on what you choose to market for. Having a powerful marketing message that brings you the type of business you want day in and day out, is a more sound approach than the shock value that brings you just a burst of interest.

  10. ines

    September 29, 2008 at 2:33 pm

    Kim – what’s interesting about “appropriate dress code” is that there is a huge disparity for different parts of the country. Showing multi-million dollar properties with nice jeans and a t-shirt is normal and acceptable in Miami where I know if may not quite go in Seattle.

    The other aspect that can be poorly interpreted is what defines sex appeal and what doesn’t. I know the graphic can also be an extreme, but what about those “sexy waterfront high-rises” in South Beach? – How about those vacant listings we show on a regular basis to people we think we know.

    Elaine – you hit it!

    predators don’t just look for pretty. They look for weak, easy and desperate. Prescreen and be careful!!!

    James – I would be curious to know what type of business it brought this agent. Did she waste her time with guys setting appointments to check her out – did wives avoid her at all costs? Did people take her seriously? It would be interesting to get her marketing perspective.

  11. Heather Elias

    September 29, 2008 at 3:07 pm

    Ines…agree with you that this was a post that needed to be written. It’s fantastic that you have Rick, bringing him along or handing clients off to him. I wish I had that! I never wear a skirt suit to a client meeting; am probably making a distinct effort to be ‘unsexy’ too. I’ve had a male client stop me in the middle of a listing presentation to ask if I was married; a good friend of mine that is a Realtor (and a very attractive blonde) had someone tell her once that she didn’t get their listing because his wife thought she was ‘too pretty.’…Always a good idea to be wary in situations with new clients.

  12. Dan Connolly

    September 29, 2008 at 3:45 pm

    I will probably get flamed for this but I have noticed over the years that the good looking agents seem to do more business than the ugly ones. It’s obviously not universally true (thank God), but I think some of the clients think if they have to spend time with someone why not make it someone who is “easy on the eyes”? I seem to sell more to women than men and think that “chemistry” is a factor some of the time.

    But even though that is true, I have always thought that it was dangerous for women to put their pictures on signs or advertising. I know the people who do it, think that people want to know who they are doing business with, but the chance of uncovering a wierdo just wouldn’t be worth it to me.

  13. Missy Caulk

    September 29, 2008 at 4:14 pm

    …I can only wish….LOL

    Yea, I teach my team and learned a long time ago to dress to make people feel comfortable. Since you said this is a real ad, all I can say is “she is looking for love in all the wrong places.” That’s a song I love. IMO it is best to speak more to the wife than the husband to avoid the wife getting jealous. Not my problem, but someone in my household is hot.

  14. Kim Wood

    September 29, 2008 at 4:15 pm

    Ines – Different dress code is true for different parts of country, I’d agree. However using “sex appeal” in dress isn’t acceptable anywhere. I think you agree with that as well.

  15. ines

    September 29, 2008 at 4:40 pm

    Heather – it’s a shame isn’t it? I’m glad you are aware and hopefully you’ll be able to depend on a male colleague to help you in difficult situations.

    Dan – that would be a difficult theory to prove but it would certainly be interesting. How many people choose a Realtor because of their looks? too funny. I’ve had bad experiences because of my marketing and my photo has always been with my husband…’s something to think about just because we are so easily accessible.

    Missy – shut up!! you cannot wish – you and your daughter are beautiful women. That’s actually an interesting strategy (I use it as well). So who’s HOT?

    Kim – absolutely, there’s a right time and wrong time for sexy attire – AGREED!

  16. Jay Valento - Long Beach CA real estate

    September 29, 2008 at 7:26 pm

    It was a billboard in Long Beach. The agent got a lot of publicity from it…from news print to local television. Perhaps it is showing the beach lifestyle you can live….lol.

  17. ines

    September 29, 2008 at 7:30 pm

    Jay – I still think it would have been more effective if she would have had a milk mustache….just saying.

  18. Jay Valento - Long Beach CA real estate

    September 29, 2008 at 7:50 pm

    Ines – I think she would be up for that…and is an active Realtor here in town. I would be happy to get a commercial for milk too…can you work that out for me. I will make it unique…I will set in our Red Wagon and drink the milk.

  19. Jason Sandquist

    September 29, 2008 at 7:52 pm

    Such a ‘SEXY’ article… Had to throw it out there

  20. Loren Nason

    September 29, 2008 at 7:57 pm

    I remember that billboard quite well.

    I think this is better marketing though

  21. ines

    September 29, 2008 at 9:21 pm

    OMG Jason, you are too much!

    Loren – that woman is Wacked! and the comment from Lani about the cutouts is priceless

  22. Laurie Manny

    October 1, 2008 at 12:34 am

    The agents name is Wendy. Her broker fired her. The community ostracized her. She did just fine while the market was good, don’t know how she is doing now. It was a lot of drama and every blonde female agent was asked “Was that you” by a lot of very small minded people with no manners.

  23. Mike Armstrong

    October 1, 2008 at 6:02 am

    Realtor Safety 911 is one of my favorite websites, it provides very useful self defense tips for realtors.

  24. ines

    October 1, 2008 at 7:28 am

    Thanks Laurie – I don’t know about the broker firing her – that’s a bit extreme. But I do think it’s all about thinking of the consequences when you do an add like that… how people will approach you and how you will be regarded. Plus….If I had any business at all in Long Beach….it would all go to you and you know that 😉

  25. Mariana Wagner

    October 1, 2008 at 7:49 am

    Dear Hot Looking Woman,
    I, too, am lucky that I work with my husband. Both single people and couples tend to be put at ease by knowing that “we” are there to help them, and it helps deter creeps. I just have to make sure that other agents that we work with are safe. Thank you for the 911 Link.

  26. Ines Hegedus-Garcia

    October 1, 2008 at 8:00 am

    ooops – just looked at #23 and it was supposed to be “when you do an AD like that”….but I’m sure you guys got that

    Mariana – you crack me up every single time! 🙂 you are right about those creeps within our industry, we can’t just think that all Realtors are sane. TG for our husbands in the business…..makes our lives so much easier.

  27. Paula Henry

    October 1, 2008 at 8:11 am

    Ines – Hot or not, we need to be careful when we are out there showing homes to people we don’t know. Okay – so I do wish I could pull it off, but I’m really way past that 🙂 Honestly, I would never choose an agent who promotes herself in this manner.

  28. Ines Hegedus-Garcia

    October 1, 2008 at 8:19 am

    Mike – self defense training is something EVERYONE should take (from a single class to a series) – it’s empowering and can get you out of a problem – whether you are a Realtor or not.

    Paula – I personally wouldn’t knock her for doing it, it’s her call and although not my style, she has every right to portray herself as she wants. I had a scare with a pervert who found me on-line and there was even an FBI investigation….I can laugh about it now, but I can tell you how scary it was at the time, and how vulnerable I felt.

Leave a Reply

Your email address will not be published. Required fields are marked *

Business Marketing

Spruce up your product images with Glorify (just in time for Black Friday!)

(BUSINESS MARKETING) Want professional, customizable product images for your company? Consider Glorify’s hot Black Friday deal.



Glorify app lets you create beautiful designs for your products.

Glorify, the app that creates high converting, customizable product images for your business, is offering a lifetime deal for $97 this Black Friday. In just a few clicks, you can transform one of Glorify’s sleek templates into personalized, professional-looking content – and now, you don’t have to pay that monthly fee.

Whether your business is in electronics, beauty, or food & drink, Glorify offers a range of looks that will instantly bring your product images to the next level. With countless font styles and the ability to alter icon styles, shadows and other elements, you can access all the perks of having your own designer without the steep price.

In 2019, Glorify was launched – the app was soon voted #2 Product of the Day and nominated for Best Design Tool by Product Hunt. Since then, they have cultivated a 20k+ user base!

Glorify 2.0, which was launched last week, upgrades the experience. The new and improved version of the app is complete overhaul of intuitive UI improvements and extra features, such as:

  • background remover tool
  • templates based on popular product niches and themes
  • design bundles for your website/store, social media
  • annotation tool
  • upload your brand kits and organize your projects under different brands
  • 1 click brand application
  • & much more!

“But the most important aspect of Glorify 2.0, is that it comes with a UI that sets us up for future scalability for all our roadmap features”, said CEO of Glorify Omar Farook, who himself was a professional graphic designer.

Farook’s dream was to provide a low-cost design service for the smaller businesses that couldn’t otherwise afford design services. Looking through reviews of the app, it’s evident that Glorify does just that – it saves the user time and money while helping them to produce top-notch product images for their brand on their own.

Glorify is one of the many new design-based apps that make producing content a breeze for entrepreneurs, such as Canva. As someone who loves design but doesn’t have the patience for Creative Cloud, I personally love this technology. However, Glorify is unique in that it is the only product-driven design app. All you have to do is upload your photo!

Continue Reading

Business Marketing

This new Chipotle location will be fully digital

(BUSINESS NEWS) In the wake of the pandemic and popularity of online delivery, Chipotle is joining the jump to online-only locations, at least to test drive.



Chipotle exterior, possibly moving to a fully digital restaurant space soon.

A lot of industries have switched to an online-only model in the wake of the pandemic. Most of them have made sense; between abundant delivery options and increased restrictions on workers, moving away from the traditional storefront paradigm isn’t exactly a radical choice. Chipotle making that same decision, however, is a plot twist of a different kind—yet that’s exactly what they’re doing with their first online store.

To be clear, the chain isn’t doing away with their existing locations; they’re just test-driving a “digital” location for the time being. That said, the move to an online platform raises interesting questions about the future of the restaurant industry—if not just Chipotle itself.

The move to an online platform actually makes a lot of sense for businesses like Chipotle. Since the classic Chipotle experience is much less centered on the “dining” aspect than it is on the customizability of food options, putting those same options online and giving folks some room to deliver both decreases Chipotle’s physical footprint and, ostensibly, opens up their services to more people.

It’s also a timely move given the sheer number of people who are sheltering in place. A hands-on burrito assembly line is not the optimal place to be in a pandemic, but there’s no denying the utilitarian appeal of Chipotle’s products. To that end, having another restaurant wherein you have the option to order a hearty meal with everything you like—which is also tailored to your dietary needs—is a crucial step for consumers.

Chipotle’s CTO, Curt Garner, says he is hoping this online alternative will offer a “frictionless” experience for diners.

As a part of that frictionless experience, consumers will be able to order in several different mediums. Chipotle’s website and their mobile app are the preferred choices, while services like GrubHub will also be available should you choose to order through a third-party. The idea is simple: To bring Chipotle to you with as little fuss as possible.

For now, Chipotle is committing to the single digital location to see how consumer demand pans out. Should the model prove successful, they plan to move forward with implementing additional digital locations nationwide.

Continue Reading

Business Marketing

Your business’ Yelp listing may be costing you more than you think

(BUSINESS MARKETING) The pay per click system Yelp uses sounds good in theory, but it may be hurting small businesses more than helping.



Man browsing Yelp for his business listing in open office environment.

We all know Yelp – we’ve probably all used Yelp’s comment section to decide whether or not that business is worth giving our money to. What you might not know is how they are extorting the small businesses they partner with.

For starters, it’s helpful to understand that Yelp generates revenue through a pay per click (PPC) search model. This means whenever a user clicks on your advertisement, you pay Yelp a small fee. You never pay Yelp a cent if no one clicks on your ad.

In theory, this sounds great – if someone is seeking out your product or service and clicks on your ad, chances are you’re going to see some of that return. This is what makes paying $15, $50, or even $100 a click worth it.

In practice, it’s not all it’s cracked up to be. When setting up your Yelp account, you are able to plug in keywords that correspond with your business. For example, owner of San Francisco-based Headshots Inc. Dan St. Louis – former Yelp advertiser turned anti-Yelp advocate – plugged in keywords for his business, such as “corporate photographer” and “professional headshots”. When someone in the Bay Area searches one of those terms, they are likely to see Headshots Inc.’s Yelp ad.

You are also able to plug in keyword searches in which your ad will not appear. That sounds great too – no need to pay for ad clicks that will ultimately not bring in revenue for your business. In the case of Headshots Inc., Dan plugged in terms such as “affordable baby photography” and “affordable studio photography”, as his studio is quite high-end and would very likely turn off a user who is using the word “affordable” in their search.

How Yelp really cheats its small business partners is that it finds loopholes in your keyword input to place your ad in as many non-relevant searches as possible. This ensures that your ad is clicked more and, as a result, you have to pay them more without reaping any of the monetary benefits for your business.

If you plugged in “cheap photography” to your list of searches in which your ad will not appear, Yelp might still feature your ad for the “cheap photos” search. As if a small business owner has the time to enter in every single possible keyword someone might search!

In the case of Headshots Inc., Dan ended up paying $10k in total ad spend to Yelp with very little return. Needless to say, he is pissed.

So what does this mean for you if you use Yelp for your business? If you don’t want to completely opt out of Yelp’s shenanigans, try these 3 tips from Dan:

  1. Try searching some potential irrelevant keywords – are your ads showing up in these searches?
  2. Do your best to block the irrelevant keywords. It’s impossible to get them all, but the more you do the more money you will ultimately save.
  3. Keep an eye on the conversation rate on your profile – does more clicks mean more client inquiries? Make sure Yelp isn’t sending low-quality traffic to your profile.

Ultimately, it’s about protecting your small business. Yelp is the latest in big tech to be outted for manipulating individuals and small businesses to up their margins – a truly despicable act, if you ask me. If you don’t have tens of thousands of dollars for ad spend, then either boycott Yelp or try these tips – your company may depend on it.

Continue Reading

Our Great Partners

American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!