As long as I've lived in Tokyo I've received phone calls from condominium salespeople. In the past, these solicitations seemed accidental, as if the salespeople had dialed my number at random. But in the last five years the calls have been more deliberate. The salespeople know where I live -- not just my neighborhood, but the building itself. They also seem to have a good idea of how much rent I pay.

At first, I thought it was creepy, but lately I've come to accept it. These salespeople are only doing their job, and they're doing it well, though I still wonder what kind of resources they tap to get the information they do. The change in tactics is not merely the result of better sales techniques. It is a reflection of the changing character of the Tokyo condominium market.

This is best reflected in the use of advertising. Ten years ago, most condominiums were no more than 10 or 12 stories. Advertising was done locally with flyers. Now the market is dominated by huge high-rises that contain up to a thousand or more apartments. The pressure on developers to recoup their investment as quickly as possible is great. Hence the need to turn to more sophisticated promotion methods.