“Marketing is a battle of perceptions, not products.” That was a line from last night’s episode of Mad Men. The show’s sub-plot was how a dog food company was losing market share because it was learned that its product was made out of horse meat. In testing, the dog owners were pleased with how much their pets enjoyed the product. But upon learning it was made out of horse meat, they wanted nothing more to do with it. The solution was to change the name and then the product will sell.

How does the above story relate to Boston real estate? Well, I noticed on page 14 of Boston Homes newspaper an open house yesterday for 6 Arlington Street. Thinking this might be a new listing, an agent in my office went to the open house. Apparently, this is an old listing with a new name. When listed with one real estate agent, it was advertised as Zero Marlborough Street. The new listing agent now advertises the same property as 6 Arlington Street.

The TV show Mad Men had another line that I liked: “It’s much easier to get into the mind first than to convince someone you have a better product than the one that did get there first.”

File Under: It’s not always about location, location, location. It’s also about … perceptions, perceptions, perceptions.

Author Profile

John Ford
John Ford

Over the course of 20 years in the Boston downtown real estate market, John represented and sold numerous, condominiums, investment and development properties in Greater Boston and in the surrounding suburbs

In addition to representing Boston condo buyers and sellers, John is currently one of the most recognized Boston condo blog writers regarding Boston condominiums and residential real estate markets. John's insights and observations about the Boston condo market have been seen in a wide variety of the most established local & national media outlets including; Banker and Tradesman, Boston Magazine The Boston Globe, The Boston Herald and NewsWeek and Fortune magazine, among others.


For over 24 years, John Ford, of Ford Realty Inc., has been actively involved in the real estate industry. He started his career in commercial real estate with a national firm Spaulding & Slye and quickly realized that he had a passion for residential properties. In 1999, John entered the residential real estate market, and in 2000 John Started his own firm Ford Realty Inc. As a broker, his clients have come to love his fun, vivacious, and friendly attitude. He prides himself on bringing honesty and integrity to the entire home buying and selling process. In addition to helping buyers and sellers, he also works with rental clients. Whether you’re looking to purchase a new Boston condo or rent an apartment, you’ll quickly learn why John has a 97% closing rate.


Back Bay

Beacon Hill

Charles River Park


North End

South End

Seaport District

South Boston



Surrounding Communities of Boston
John Ford and his staff can be reached at 617-595-3712 or 617-720-5454. Please feel free to stop by John's Boston Beacon Hill office located at 137 Charles Street.

John Ford
Ford Realty Inc
137 Charles Street
Boston, Ma 02114



Call Now