Enhance Your Location

First of all, you don't necessarily need the best location. What you need is the best deal. Just as you can create leverage, you can enhance a location, through promotion and psychology.

Location also has a lot to do with fashion. You can take a mediocre location and turn it into something considerably better just by attracting the right people.

The final key to the way I promote is bravado. I play to people's fantacies. People may not always think big themselves, but they can still get very excited by those who do. That's why a little hyperbole never hurts. People want to believe that something is the biggest and the greatest and the most spectacular.