Victoria L.’s Post

So often in new developments, you see buildings branded as "luxurious" and "modern". Oh my god, where has this been all my life? A $3,000 studio that's luxurious and modern? The only above-market apartments I ever want are average and dated. Aren't living experiences that are "luxurious" and "modern" a given in class-A...? They just don't add value (IMO) anymore. We've got to have higher expectations for your brand language if you want renters/buyers to have high expectations for your project. Stop picking adjectives that let your property fade into the background!

Chris Arnold

Strategic GTM brand, web, marketing, and leasing.

8mo

Haha I’m 💀 with that setup!

Alex Huhn

Marketing commercial real estate and its people.

8mo

Oh yeah and it has stainless steel appliances and quartz countertops. Plz. Those features are now baseline in an class A property. Its a sea of a sameness out there. It doesn't take much to stand out.

AGREED! Thank you so much for posting!!

Faith Barker

Your Multifamily Marketer | Marketing @ Trilogy | DEI Advocate | Experiential Brand Expert

8mo

Totally agree, but a little bit *is* necessary from an SEO standpoint. We've been diving further into our copywriting here, focusing on using the text to really share what our brand is/feels like/sounds like vs. the same mumbo jumbo everyone is doing. Excited to see if we can tie some metrics to this as PROOF that these things we long for really do make the (positive) difference.

Steven R.

I help property management companies to simplify the adoption of new technology, reduce turnover and grow NOI by transforming their training and onboarding processes.

8mo

The apartment industry has long suffered from everything being special, making nothing special. Examples: - Luxury or Modern (it's bad on lease ups, it's worse when seen on 60s and 70s value add) - any pool with an umbrella somehow became a 'resort-style pool' - Stunning - vague and meaningless - Immaculate - often used to describe cleanliness but shouldn't that be a given on a move in (I'll acknowledge it often isn't) - Updated / Renovated - 'Designer' renovation --- especially when no designers were used - Contemporary -- also broad and vague Not every feature requires an adjective. I'll add, one of the reasons these terms have lost value at the top of the market is their over-use at the bottom of the market where they don't actually apply but are being used anyway to deceive prospective renters. In 2020, I spent some time trying to figure out if there was value in a 'truth in marketing' campaign at the company I was working with. Ultimately, it didn't make sense as a campaign theme; however, I do think there is value for properties to revisit the idea. Our prospects are not dumb....and even if you do trick someone into the front door, the likelihood of them leasing is essentially 0.

Alessia Bosatra✅

Co-Founder of StorySpace™. We honor great real estate visionaires and we promise the change in the real estate that you want to make through your narrative. Your Story behind the Story.

8mo

Victoria L. I adore you! 🙂. I always say : In real estate give your market a feeling/value experience not an adjective".

Alicia Holmes

PMAM Leadership Lyceum Graduate 2024 | Regional Account Executive @ Greenway | DMAA Special Events Committee Chair

8mo

Stacey Feeney was just talking about this! In my opinion the PROPERTY is Class A, the experience that makes the unit a home is the opportunity for luxury. Smart amenities, real conveniences, events, etc.

Bobby Parker

★ Photorealistic Architectural Renderings

8mo

I lived in one of these for a year. $4500 for a two-bedroom. For folks to make rent, they had 2-3 families per unit; it was a mess. The structure was built with low building standards: no baseboards or window trim, and the walls were painted with watered-down paint. The paint was so bad you couldn't wipe down the walls without washing off the paint. Every appliance broke within the year, and everything we owned in secure storage was stolen. Run from the hype!

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Kevin Hileman

Military Officer at USMC

8mo

This is so true!

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