Learn how to use descriptive language to spice up your marketing!

I’m all about saying something in a unique way when marketing apartments, but sometimes I find myself  with a brain cramp and it takes me a while to get those creative juices flowing.How many times have you found yourself in the same situation while in a time crunch to get your copy out a.s.a.p. and all you can come up with to describe your community pool is “Sparkling”?

Genius word, isn’t it?I bet if I went through the various apartment guides at least 70% would describe their pool as “sparkling”.Same with “State-of-the-Art Fitness Center”… if you are still using the same over-used wording it is time to come up with some new and unique descriptive language to describe your community!

I recommend looking online in other markets to see how community features are being described. I also get great inspiration by watching HGTV and I love to research other industries, like the hotel industry.These provide a great inspiration as to how to describe the latest and greatest in features.While on a flight to do a marketing assessment, I was reading Air Tran’s Go magazine and came across an article about business centers in hotels and whether they were dying out.The hotel industry is re-vamping the concept and Hilton has introduced “Technology Lounges”.I thought, wow, what a great way to describe a business center!

During a recent Marketing Rally, the team and I put together a list of unique and descriptive language to help you get those creative juices flowing.Here are our favorites:

Location-

5 Minutes (tell how long) from Vibrant Downtown (again, be descriptive)

A Stone’s Throw from Phipps Plaza

Walk to Lenox MARTA (tell which public transportation station)

On MARTA Busline #110 (tell which bus #)

Direct Access to Piedmont Park

Walk to Trendy Buckhead for Unparalleled Shopping, Dining, and Nightlife

Exclusive Lenox Park Location

Inside Atlanta’s Beltline

Convenience and Location Rich

Atlanta’s Most Desired Location

City Style

Centrally Located to CNN Center

Fantastic Proximity to Buckhead

Steps from Signature Dining and Shopping

FREE Atlantic Station Shuttle

BUC Stops Here Shuttle

Entertainment within Walking Distance

Footsteps from SCAD

Sidewalk Community with Direct Access to (list places)

Sidewalk Access to (list places)

Immediate access to I-20, I-75, & I-85

Only 6 miles from Downtown Atlanta

Adjacent to Piedmont Park

MARTA is at Your Doorstep

Easy Access to Peachtree Road

5 minutes from Emory Midtown (think of your Preferred Employers!)

Across the Street from Nike Campus

Spacious Floorplans-

Expansive, Open Floorplans

Oversized Floorplans

Studios, 1, 2, & 3 Bedroom Residences in Four Distinctive Architectural Designs

Edgy Floorplan Designs

Generous and Unique Floorplans

Spacious and Well Designed Floorplans

Modern and Functional Floorplans

Extra Large Floorplans

Supersized & Bright Floorplans

Spacious Interiors in Rich Color Schemes

Open-Concept Floorplans (thanks, HGTV!)

Exceptionally Spacious Residences

Beautifully Detailed 1, 2, and 3 Bedroom Floorplans

Eight Distinctive 1 & 2 Bedroom Floorplans

Apartments-

Apartment Homes

Residences (Love this one!)

Kitchens-

Great Kitchens for Entertaining

Chic Kitchens with 42” Espresso Designer Cabinetry

Chef’s Islands

Kitchen Islands

Designer Kitchens

Gourmet Kitchens with Stainless, Granite, & Walnut Finishes

Open Kitchen Layout

Gourmet Island Kitchens

Chef Friendly Kitchens

A Cook’s Dream Kitchen

Open-Concept Kitchen Layout

Be sure to be descriptive – include adjectives and brand names to be unique!

Patios/Balconies-

Covered Deck

Private Terrace

Screened in Lanai

Bathrooms-

Oversized Oval (mention shape or size) Soaking Tub (instead of Garden Tub- gag)

Body Contoured Soaker Tub

Spa-like Bathroom

Serene Granite Designer Bath

Garden Lounge Tubs

Spa-Style Baths

Spa Inspired Bathrooms

Roman Soaking Tub

Upgrades-

Condo Finishes

Upscale Designer Finishes

Designer Color Schemes

Custom/Modern/Contemporary Interior Finishes

Lavish Interior Appointments & Design

Beautifully Appointed Interiors

Condo Style Upgrades

Condo Style Living

Two Interior Finish Selections

Fitness Center-

24 Hour Athletic Center

24/7 (love this!) Cardio Theater with Free Weights

Health Club Center with P90X (great idea to include since it is all the rage!)

Well-Appointed Health and Fitness Center

Get Fit in Our Fitness Center

Athletic Club with Cardio Theater

Sports Club Style Athletic Center

“Club Quality” Athletic Facility

Fitness Center with Cardio Theater

Fitness Studio with Zumba, Pilates, & Yoga Video Room (cool upgrade for a barely used room in your clubhouse!)

Expansive Gym with Brand-New (Brand Name) Equipment

Poolside (great adjective to use if your gym overlooks the pool!) Fitness Studio

Rejuvenating Fitness Center with Yoga Room

Get Rid of Memberships & Use Our “Club Quality” Gym

BBQ Grills-

Grilling Stations

Outdoor Patio Dining

Covered BBQ and Picnic Pavilion

Professional Quality Stainless Steel Grill with FREE Propane

Business Center-

Technology Lounge

Cyber Café (on its way to being over-used)

Wi-Fi Lounge

Network Café

Wi-Fi Café

Cyber Lounge

Media Room with Cyber Center

Wi-Fi Cyber Lounge

Contemporary Internet Café

Custom Lighting-

Upscale Lighting

Designer Lighting Package

Custom Lighting Package

Green Design-

Eco-friendly Apartment Living

Live a Green Lifestyle

Pool-

Resort-Inspired Pool (much better than Resort Style!)

Beach/Zero Entry Pool

Grand Oasis-Style Pool with Wi-Fi

Water-Scaped Pool with Wi-Fi Sundeck

Resort-Style Pool

Courtyard Pool Area

Sundeck with WiFi Access

Lagoon-Style Pool

Year-Round Infinity Edge Pool (if you can, why not?Looks better than a covered/unused pool)

Seasonal Pool

Inviting/Relaxing/Refreshing/Breathtaking (another adjective) Pool

Olympic Size Pool (use only if you have a large pool)

Open-Air Swimming Pool with Wi-Fi Sundeck

Relax by the Pool and Surf the Net

Saltwater Pool with In-Pool Tanning Deck

Eco-Friendly Saline Pool

Newly Renovated-

Extreme Makeover Apartment Edition

Re-Designed

Unrenovated-

Vintage

Classic

Playgound-

Activities Playground

Play Park

Boundless Playground

Tot Lot

Unique Features-

Built-in Wine Rack/Bookshelves/Wall Niche

Tech Desks

Fresh Air and Green Space

A Shopper’s Paradise Walk-In Closet

Designer Two Tone Paint Schemes

Upgraded Fixtures and Finishes

Walk-In Closets with Organizers

Ways to describe Community Amenities:

Community Life

Lifestyle Advantages

The Great Outdoors

Community Luxuries

Your Lifestyle

Community Conveniences

For Your Convenience

Distinctive Features

Enjoy (Name of Community's) Resort-Inspired Community Privileges

Ways to describe Apartment/Interior Features:

Home Life

The Residences

Luxury Comforts

Interior Appointments

Your Home

For Your Comfort

Special Touches

Interior Details

Unique Options to Suit Your Individual Style

All the Modern Conveniences

(Be the First to) Experience our Interior Luxuries

I would love to add more unique and descriptive ways to describe apartment features and amenities, so please share your favorites to add to this list.