Pros Use Adult Coloring Books to Sell Homes

May 31, 2018

A growing number of adult coloring books that focus solely on real estate and cityscapes are popping up. Real estate professionals and brokerages are using the popularity of real estate-related coloring books in their businesses. 

Luxury brokerage Christie’s International Real Estate is planning to debut a coloring book of for-sale properties to clients throughout its global showrooms. The brokerage is also including a box of crayons that features its Christie’s logo. 

Dan Conn, chief executive at the brokerage, told The Wall Street Journal that the company’s affiliates and real estate professionals can pay $3,500 for a two-page spread in the book. The proceeds will be donated to a charity benefiting Hurricane Maria victims in Puerto Rico, he adds. 

“We [originally] thought it would be a nice thing for kids,” Conn told WSJ. “I guess there’s a scenario where the adults also say, ‘I’m going to color that in.’” 

Fern Hammond, a real estate pro at Halstead, says she purchased about 10 adult coloring books to hand out at open houses. She originally distributed coloring books with images of nature and patterns, but she’s now interested in the idea of the “Color at Home” coloring book to tie it into real estate more. She plans to buy some for her clients.

New York City developer Naftali Group released a coloring book that featured images of its projects last year, which included the Seymour condo in Chelsea and 210 West 77th Street on the Upper West Side. 

Several options that aren’t custom are growing in the real estate coloring book arena, too. For example, Fantastic Cities, by illustrator Steve McDonald, features drawings of building exteriors from around the world. Jennifer Feldman of Dover Publications, a publisher of adult coloring books, told WSJ that its title Victorian Houses has seen strong sales recently. Houses, Houses, Houses is a coloring book with early American homes and definitions of architectural styles and terms, which Henry and Kate L. Harrison created with the intent to be used by real estate agents, appraisers, and others who want to learn more about architecture. Color at Home: A Young House Love Coloring Book, by Sherry and John Petersik, also contains exercises to help readers make design decisions at home. 

The general trend of adult coloring books is growing. About 12 million adult coloring books of all themes were sold in 2015, up from 1 million in 2014, according to Nielsen BookScan. 

The Latest Real-Estate Trend? Coloring Books for Grown-Ups,” The Wall Street Journal (May 30, 2018) [Log-in required.]