The "Luxury" Lie In Apartment Marketing

I just drove by an apartment community that is probably somewhere on the edge of Class C and Class B, and had to sigh when it said "Luxury Apartments" on its sign. Do you think a sign like that helps or hurts the community when the prospect realizes it is clearly not "luxury"?

Hi!

I'm not sure what it does to the B and C communities, but it has made it so that I have not used the word Luxury in marketing for a Class A community for YEARS in the DC market (unless required by an owner or a template of some sort to do so). Long ago it became the "dirty L word" for me and I can't remember the last time I used it.

I would imagine that customers who are "in the know" don't believe it and laugh it off, but it has forced some of us into finding synonyms to utilize in describing the true luxury product.

I laugh! There are a lot of TV shows showing luxury homes and I think it has given us all a different mindset as to what luxury is.

I would expect to see a fully tiled bathroom with a gigantic Jacuzzi and separate shower with steam. Fully tiled kitchens with granite or marble countertops and backsplash plus a double oven and island.

I doubt you'll find that when you go inside. I think it would disappoint those looking for luxury and keeps those who would actually might like the product that's there from stopping and looking.

Brent, I think when I drive past a community that uses that language in its Community identifier signage, two things come to mind. The first is that they need to replace the sign, but either money is the issue and they cannot afford to do it, or they don't care (meaning the Owner or the Management Company) doesn't see it as a problem. Wrong.
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I think signage is a whole part of the curb appeal process and up-to-date classic signage will add so much to the overall welcoming factor when people approach the community.

The second thing I think about is how the Prospect and Vendors interpret the signage. Many who look at the sign will immediately expect some level of updated apartment interiors. When they tour they will ask about this. It may be embarrassing to on-site personnel to have to field the question if they recognize they cannot offer the new interior amenities that new construction offers. However, what these onsite professionals can offer is the absolute BEST customer service, including some concierge amenities: dog walking services, dog grooming stations, valet trash removal, recycling service, tickets and event info, etc.

I will tell Prospects, Vendors, and other visitors the property may not have stainless appliances and granite countertops (I curse HGTV! Hahaha!) but we insist on not just offering Luxury Service but in providing it. Which will be more important to your overall living experience, a stainless refrigerator or knowing we will be there for you 24/7, no questions asked, to meet your every need?

So, I agree, the word "Luxury" should be eliminated from signage and the whole concept must be defined to our customers in our marketing.

I'll never forget when I was a Marketing Director and shopped a comp. An old property with outdated units and no amenities. Their sign included the classic "Affordable Luxury" tagline below the property name. Hmmm...affordable luxury...might even be an oxymoron! Consumers aren't stupid, and see through this. Marketing positioning should be based on who you are and your true competitive advantages, not smoke and mirrors. A great tagline for this property would have been "great location, great value" - this honest positioning would send a clear and appropriate message!