I get asked all the time, “John, what advertising works best?”

My answer is always the same, regardless of whether we’re talking about the Boston condo market or Middle America.

“It depends”.

It depends on the property, it depends on the price, and it depends on the condition. Some properties warrant just about everything.

For instance:

Listed for $15 million, high-rise building views water views and Boston Common views featured on Boston Globe.

OK, if you have one of the most expensive listings in the Boston, you pull out all the stops.  But what if we are talking about the lower end of the spectrum? How do you decide if photos are enough, or if a virtual tour is justified?

Once again the answer is “It depends”.

If we are dealing with the average Dorchester condo that doesn’t show well, pictures are often the best options. The goal is not to sell the Boston condo via the pictures, but pique enough of an interest or curiosity to get a potential buyer to take a first hand look. Sometimes a virtual tour shows to much, particularly if the property isn’t likely to win the “Miss Photogenic” award, and can actually serve to eliminate potential buyers.

Sometime a picture really is worth a thousand words.

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.


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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



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