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Jun 29
2009
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How much impact does word choice have in your ability to lease your apartments to prospective residents? Or should I say,
"How much impact does word choice have in your abililty to lease your apartment homes to your prospective tenants?
Now, if you're like me, the word "tenants" was like fingernails on a chalkboard to you just now. But there seems to be a real controversy in our industry on whether or not you should call an 'apartment' an 'apartment home'.
Here's my take (yes, I'm giving an opinion this time and not just stirring the pot). I think the term 'apartment home' is a little too over the top. Now don't get me wrong. I definitely think that 'apartments' are 'homes' but I believe to call them that is redundant. Here's an example. Follow along and maybe you'll understand what I mean:
"I'm heading to the grocery store retail establishment with my daughter child to get potatoes vegetables. I'm taking the truck automobile and will get some gasoline fuel on the way there. When I get back to the house home, I'll call you at your office work.'
Do I agree that semantics play an important part in sales? Yes. Do I think we go overboard sometimes? Yes. Case in point: "Clothes care center " as opposed to "laundry room". That's like calling the mailbox area the 'communication center'. I don't like tenant, complex or unit. Those grate on me, big time. But 'apartment home'? I just don't see where that makes a difference.
I gave those aforementioned examples out on Twitter today and received A LOT of feedback, none of which agreed with me. I also sent out a tweet, asking renters to give me their opinions. So far, no renters care enough to weigh in. Hmmm...perhaps that's the real opinion out there that matters.
So, take your best shot. I can handle it. I'm wearing my Kevlar vest and my unbreakable glasses today. Let the debate begin.
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Comments (22)
I think that when we are marketing to prospective residents, it is positive to highlight home-ness of your offering. When discussing management, and operations with fellow professionals it is a redundancy that we can do without. My .02
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Lisa - I personally hate "apartment home" - makes me think of mobile home. It's a home. The end. The phrase "apartment home" makes it seem like a subcategory of homes, subpar, subclass.
But... I tend to go with what phrase the prospect uses. Unless it's "tenants" or "units". We stress the concept of community at our properties. When I think community, I think homes.
But... I tend to go with what phrase the prospect uses. Unless it's "tenants" or "units". We stress the concept of community at our properties. When I think community, I think homes.
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I understand what you are saying! Thanks for weighing in. For purposes of clarification, this blog posting is not about 'internal peer communication' but about communicating with our residents and prospective residents. Thanks for pointing that out! Sorry I didn't make that distinction in my original posting.
LT
LT
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Hey Tara! Nice to see you again. Your feedback is really interesting. I like the "follow the prospect' line. How often to do we have inquiries where the prospect says, "How much are your two bedroom apartment homes?"
And the subclass commentary is also along my line of thinking. If we HAVE to differentiate, are we showing our insecurities? Just a thought.
Please feel free to weigh in again! Always appreciate your point of view here.
LT
And the subclass commentary is also along my line of thinking. If we HAVE to differentiate, are we showing our insecurities? Just a thought.
Please feel free to weigh in again! Always appreciate your point of view here.
LT
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Lisa - Along the lines of following the prospects' lead... I think we can always tell when and where someone's renting experience is based on their word and phrase choice. My urban renters use "units" and my rental virgins use "apartment" or they don't even differentiate to begin with - just come out in front with a price. Those with extremely poor experiences use "landlord".
But then I look at the titles we give ourselves and how we refer to our staff. "My maintenance guy" versus "technician". "Yard guy" vs. "Green guru" (shameless props to mine) Our terms of choice have the ability to devalue our product. And, dependent upon the word choice vs. product, you can tell when we're trying to hard to upsell. It's transparent.
But then I look at the titles we give ourselves and how we refer to our staff. "My maintenance guy" versus "technician". "Yard guy" vs. "Green guru" (shameless props to mine) Our terms of choice have the ability to devalue our product. And, dependent upon the word choice vs. product, you can tell when we're trying to hard to upsell. It's transparent.
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Excellent commentary! "Green guru" doesn't seem to be an upsell at all; just seems like a funny commentary that probably gets a smile or two when you use it with anyone!
LT
LT
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I agree with Tara that when speaking to prospects it is best to use the terminology they use. My comment was directed to the actual marketing materials/content and that we should highlight the fact that we are offering a community of homes instead of just some generic 'units'. I don't perceive any negative connotation with apartment home but maybe that's a regional thing.
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I think a lot of this is based upon the operational follow-through. I've seen a pitiful cubby-hole of a room with one computer that probably dated back to 1992 called a "business center", which just sounds ridiculous. But if your operations/product is truly unique/state of the art/impressive and can back up flowery, descriptive language, then I say go for it!
But we're also talking about a couple of different things. The initial issue was whether "apartment home" was repetitive, but I don't think so at all. In this case, I see "apartment" almost as an adjective, purely to describe the type of home. It indicates a general architectural style (i.e., not detached) and that it is a rental unit. So in this case, you are "selling" a home, with "apartment" being the type of home. Even more, the home has dual meanings, where it can be the physical place you live, or a more emotional association to comfort, safety, etc. So you are selling a physical space, as well as a state of mind, which is the best way to sell, in my opinion. So I don't think that word is extraneous at all.
But we're also talking about a couple of different things. The initial issue was whether "apartment home" was repetitive, but I don't think so at all. In this case, I see "apartment" almost as an adjective, purely to describe the type of home. It indicates a general architectural style (i.e., not detached) and that it is a rental unit. So in this case, you are "selling" a home, with "apartment" being the type of home. Even more, the home has dual meanings, where it can be the physical place you live, or a more emotional association to comfort, safety, etc. So you are selling a physical space, as well as a state of mind, which is the best way to sell, in my opinion. So I don't think that word is extraneous at all.
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Brent, this makes me laugh. I remember visiting a property in suburban Chicago that had turned a closet into a business center. While it did have just about everything a business center needs (except space), it would have been better off called a business station I think!
I love your logic and insight here. Great commentary. Thank you for commenting. You always add spark to these posts!
LT
I love your logic and insight here. Great commentary. Thank you for commenting. You always add spark to these posts!
LT
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Call it what you want as long as it creates a feeling in the customers mind that they want to lease. Stupid discussion.
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Ooooh, Mark Juleen lets us know what he REALLY thinks. Hmmm...you weren't all 'Stupid Discussion' today when we were discussing this on Twitter. I think it's because you really know you're WRONG.
P.S. For those of you who think Mark and I hate each other, you are wrong. We actually get along quite well. When he agrees with me, that is.
P.S. For those of you who think Mark and I hate each other, you are wrong. We actually get along quite well. When he agrees with me, that is.
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OUCH! Makes me hope that Mark has a more "back of the house" position - where there's less risk of him biting poeple! 
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I'm not wrong. I had a long comment written, but just realized how ridiculous this discussion is. It's all about how the customer perceives it and you sell it. I guess I'll expand now even though I still think it's a stupid discussion.
Personally I believe that adding in the word "home" helps make it sound less like "Just an apartment. You don't own it. Keep holding out for that American dream buddy." This is marketing people. Yes, our customers may just refer to us as apartments or units or whatever, but when you are controlling the message you send why not add words and elements to your conversations that incorporate feelings you want your customers to have. Home projects a feeling that is more positive.
Lisa, your comparisons and examples are not even in line with the term "Apartment Home". As Brent indicated, "apartment" is used as an adjective with this phrase. It's not redundant. You make a terrible argument in my opinion. Thus, stupid discussion.
P.S. - Love you!
Personally I believe that adding in the word "home" helps make it sound less like "Just an apartment. You don't own it. Keep holding out for that American dream buddy." This is marketing people. Yes, our customers may just refer to us as apartments or units or whatever, but when you are controlling the message you send why not add words and elements to your conversations that incorporate feelings you want your customers to have. Home projects a feeling that is more positive.
Lisa, your comparisons and examples are not even in line with the term "Apartment Home". As Brent indicated, "apartment" is used as an adjective with this phrase. It's not redundant. You make a terrible argument in my opinion. Thus, stupid discussion.
P.S. - Love you!
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Hi Mark:
1. In my family, we are not allowed to use the word 'stupid' because it's considered too derogatory. I find its use derogatory here, because word selection in sales IS important. Do some research on somatic markers and you'll see what I mean.
2. That being said, I think your points in your 2nd paragraph are right on.
3. I disagree with your comments in your third paragraph, as for many, the term 'apartment' is synonymous with home, so why do we need to say it when we describe 'apartment'? I think it sounds fairly redundant, but that's just my opinion. I don't think the word 'apartment' is an adjective, but if others think so, I think that's great.
4. You're stretching my patience here with your repeated remarks on 'stupid discussion' as there are many blogs on this site that hundreds of people could place the same label. The difference, however, is that they don't, thereby not insulting the readers of the blog or the commenters who take the time to formulate their responses.
If it creates dialogue and helps people learn and share, it is never 'stupid' in my opinion.
LT
1. In my family, we are not allowed to use the word 'stupid' because it's considered too derogatory. I find its use derogatory here, because word selection in sales IS important. Do some research on somatic markers and you'll see what I mean.
2. That being said, I think your points in your 2nd paragraph are right on.
3. I disagree with your comments in your third paragraph, as for many, the term 'apartment' is synonymous with home, so why do we need to say it when we describe 'apartment'? I think it sounds fairly redundant, but that's just my opinion. I don't think the word 'apartment' is an adjective, but if others think so, I think that's great.
4. You're stretching my patience here with your repeated remarks on 'stupid discussion' as there are many blogs on this site that hundreds of people could place the same label. The difference, however, is that they don't, thereby not insulting the readers of the blog or the commenters who take the time to formulate their responses.
If it creates dialogue and helps people learn and share, it is never 'stupid' in my opinion.
LT
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I'd be interested to see what research is available to document how people respond. Mark has a point about projecting the image you want to create but Lisa's initial point about the lack of response to her tweet makes me think that many people are tired of being marketed to.
There's a lot of cynicism out there about how people represent their products. Brent noted that if you can back it up then go for it and I think that is absolutely key. If your "units" feel like a "home" then great. However, if your trying to persuade someone that your unit is a home when it feels more like a storage space, then...
There's a lot of cynicism out there about how people represent their products. Brent noted that if you can back it up then go for it and I think that is absolutely key. If your "units" feel like a "home" then great. However, if your trying to persuade someone that your unit is a home when it feels more like a storage space, then...
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Lisa,
I agree with you. We rent apartments! We have long believed that it's better to offer people a quality product in a straightforward manner than to be cute. "Apartment homes" are cute. People looking for an apartment want a quality apartment backed up by a quality landlord.
Language is important. Our company marketing slogan is "Great Landlord Looking for Great Tenants!" Our web site is GreatLandlord.com. We hope it gets attention because it’s straightforward, just like our approach to running our buildings. Perhaps we can get away with using such language because we deliver. We have 2 properties both of which are number one in their town on ApartmentRatings.com. Finally, I understand your cringing when you hear "tenant" but I'm not convince that tenants are bothered by it.
I agree with you. We rent apartments! We have long believed that it's better to offer people a quality product in a straightforward manner than to be cute. "Apartment homes" are cute. People looking for an apartment want a quality apartment backed up by a quality landlord.
Language is important. Our company marketing slogan is "Great Landlord Looking for Great Tenants!" Our web site is GreatLandlord.com. We hope it gets attention because it’s straightforward, just like our approach to running our buildings. Perhaps we can get away with using such language because we deliver. We have 2 properties both of which are number one in their town on ApartmentRatings.com. Finally, I understand your cringing when you hear "tenant" but I'm not convince that tenants are bothered by it.
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Thanks for jumping in the conversation, Chuck. It's great to have a architectural point of view as a lot of these questions really come back to what design elements can we lean on when developing the marketing strategy. (Or hopefully, the marketing strategy is developed alongside the architectural designs!)
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I guess the crux of my point is that the building / apartment / home and the marketing message that goes with it must be authentic. Good developers that I have worked with have done what Brent suggest and managed the marketing message concurrently with the development of the design. They play up what they can but don't overplay it. People are getting increasingly savvy about the messages they hear and if it rings false they get resentful or worse they just walk away.
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Well, you can attribute a lot of the phrases discussed to me, like 25 years ago! And I stand by my original reasons....and now I hate it when I hear someone refer to a single family residence as a 'home' and to us as an apartment...indicating that an apartment is NOT a home. And I still love clothes care center because I hate to do 'laundry' but don't mind taking care of my clothes. Nickel, dime, tomato, tom ah toe. I started a lot of this when we switch to flight attendant vs. stewardess, letter carrier vs. postman, etc. Did you know that city records typically list the trash man as a 'sanitation engineer?' Everyone will use the terms they prefer...but I still would like us to get out of the habit of 1970 terminology.
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Lisa,
I personally cringe at redundant verbiage. Who are we trying to fool? An apartment is a home if you live in it. But I wouldn't call my house a house home. I've been through this before, here's my story:
When creating a Twitter account for the referral program, I decided on @NewNest (meaning New Apartment in Twitterville). I got suggestions from another employee who wanted me to use the word Apartment in there somewhere (i.e. New Apartment Nest, New Nest Apartment). I understand their concern was with the lack of the word 'Apartment', and the fear no one would understand what it meant. The tweets I send say all that, so I ended up being able to keep my original concept.
Until MTV Cribs came on, no one called their home a 'crib'. Sometimes we have to dare to be different. Basically, MTV Cribs doesn't say MTV Home Cribs, because Crib=Home. Apartment=Home, just like with my referral program: Nest=Home.
When I asked around for a vote, everyone sided with the non-redundant version. People don't need the extra word... My Question is why not just say Homes instead of Apartments?
Or not. Either way, just choose one.
)
I personally cringe at redundant verbiage. Who are we trying to fool? An apartment is a home if you live in it. But I wouldn't call my house a house home. I've been through this before, here's my story:
When creating a Twitter account for the referral program, I decided on @NewNest (meaning New Apartment in Twitterville). I got suggestions from another employee who wanted me to use the word Apartment in there somewhere (i.e. New Apartment Nest, New Nest Apartment). I understand their concern was with the lack of the word 'Apartment', and the fear no one would understand what it meant. The tweets I send say all that, so I ended up being able to keep my original concept.
Until MTV Cribs came on, no one called their home a 'crib'. Sometimes we have to dare to be different. Basically, MTV Cribs doesn't say MTV Home Cribs, because Crib=Home. Apartment=Home, just like with my referral program: Nest=Home.
When I asked around for a vote, everyone sided with the non-redundant version. People don't need the extra word... My Question is why not just say Homes instead of Apartments?
Or not. Either way, just choose one.
)
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When I give tours; I use the presumptive close method throughout.... I say things like:
"This is YOUR..... (amenity)" and a brief description of it's operation if needed or asked.
If there is a nice outdoor Barbeque island, I will call it "YOUR Outdoor Kitchen", but if you use it while the office is open, there is a rule that you MUST SHARE! ;-)
When I reach the unit being toured, I will kick off my shoes at the door (as a sign of respect) and say "Welcome Home" as I open the door for them and step aside.....
"This is YOUR..... (amenity)" and a brief description of it's operation if needed or asked.
If there is a nice outdoor Barbeque island, I will call it "YOUR Outdoor Kitchen", but if you use it while the office is open, there is a rule that you MUST SHARE! ;-)
When I reach the unit being toured, I will kick off my shoes at the door (as a sign of respect) and say "Welcome Home" as I open the door for them and step aside.....
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