Topic: Ways to describe “luxury apartment living” without using the word luxury.

Brainstorm: Ways to describe “luxury living” without using the words luxury or luxurious.
Simple and relatable is best.

opulent, grandiose, splendor, lavish lifestyle, extravagance to offer a few. and my personal favorite: sumptuous

So here’s my question, Cindy: If you replaced “luxury living” with opulent or grandiose or lavish, do you think that would resonate with most renters?

The ones that know the meaning of those words, yes. Just my opinion.

Mike Whaling to me those are words that are out of my financial reach, lol, and depending on your property, they may not work. you asked for words that meant the same thing, and I gave you some. you might want to use "sumptuous" .

How about "refined appointments for decerning (sp) palettes"?

Possibly taking from other industries: High-end, top shelf, top of the line

Better than your college apartment

My student apartments are pretty dang nice... But then again, my kids go from my apartments to a loft in a high rise downtown...

David, what is your college apartment? Some college students are older people. ;) and some are just out of high school.

I know, I was just kidding. Mine was ok, but they've gotten much better since then.

Upscale

I like “elegantly appointed homes” and “refined living”.

Attention to detail, extraordinary, elegant, chic

What makes your community “luxury living”? That would help us find the right words.

That’s kind of my overall point, Laura! Too often, we say “luxury” without trying to tell more of the story about what exactly the resident will find luxurious about our community.

Is it the size? Is it the interior upgrades? Amenities? Location? Combo of any or all?

“Oh my gosh, Michael! Listen. I can tell you all about our giant closets and granite counters, and state of the art Fitness center- but, you really need to see it to appreciate the luxury!”

(Because you already told me you work out daily, and your wife has 300 pairs of shoes)

Just say that you couldn't come up with the words to describe, so come see for yourself.

Lavish

Bougie. HA! I amuse me. I use high-end, posh, elegant, well-appointed. OH and "lifestyle you deserve".

High-end

Resort style

Premiere

Sophisticated

Distinctive

This may be out there but what about “Live at ____ & be the envy of your friends.”

With special details, features you won’t find in other homes, unique design,

Elevate your lifestyle

Elevated lifestyle.

Elite

Glad to see this as the word “luxury” needs to go away!!! Thanks.

Opulent, sublime, extravagant, sumptuous

My favorite is Prestigious

I agree that luxury is overused.
I like to say that our community offers exclusive amenities, and then describe those amenities

Bougie

Posh

Couture apartment homes

Exquisite

Saw this and loved. effortlessly elevated 21st-century lifestyle

Instagramable. Timeline-worthy.

Exclusive lifestyle.

Effortless living.

"Apartments offering the life you'll love to live."
Your life's best lifestyle.
Apartments to fit your life's journey.

Personalized

Elegant

Understated Elegance.

Mike.....totally agree with using better, more descriptive terms (have called luxury the dirty
L word for years), but (and as I’ve been out of the loop for over a year now), is it still a search term that people are using? I ask because many, many moons ago when we wanted to stop using the word we were advised not to on websites. I know this held true for quite a while, but has luxury FINALLY died completely? Legitimately asking because I’d love to see that word GONE!

That's a really good point, Karen Kossow; when I was onsite most prospects who reported doing online searches were really just doing general "Apartments in (town)" or "affordable apartments." (As in cheap, not necessarily Affordable Housing.) I also think in today's market with such a heavy emphasis on reality, story-based marketing, et cetera, "luxury" tends to "ring false." People don't necessarily want a "luxury lifestyle"; they want a meaningful one!

“Luxury apartments” for any given town is rarely ever a highly-searched term, so SEO shouldn’t be an argument or consideration here.

I’m asking more so we can collectively come up with ways to use more descriptive marketing terms. Like Khara said, it’s better to paint a picture and be real. In retail, I would relate it to Target. Just based on demographics, way more properties fall into the Target crowd than the Saks/Nordstrom audience ... and Target is able to make nicer design accessible without needing to claim “luxury” at every opportunity.

Mike Whaling I’m with you on not using it....outside of the web (and it’s good to hear it’s not a factor there anymore) I haven’t used it and have worked to be descriptive for a long....long....time. We started calling luxury the dirty L word when I was at Charles E Smith....which I left in 2003!

Opulence or refined. Not really great words for an apartment tho

Lavish or impeccable

Live in splendor

Decadent

Resort Style Living
Distinctive Living
Love both of those!

Upscale, prestigious, set apart from the rest.

Exemplary

Creature comforts, advantaged living, abundantly appointed, The Good Life, High Living

Lavish lifestyle!

Pampered

Upper class, high end, quality lifestyle

Delux; opulent; or lavish...that’s all I can come up with

Try working backwards. What offerings make the community "luxury". One step further, what would your target audience be expecting or seeking from the place they couldn't resist to call home?

Timeless

Lifestyle living

Save time with our...

Opulent

Pampered, modern chic, high end, upscale

decadence

sadly most of these words set the prospect up for disappointment. Lets find a better word for prospect!!! besides client!

Home seeker

Our new resident

Awesomeness Living.

Mike Whaling in Rent & Retain's book 800 Tips To Lease Apts there are word lists with hundreds of suggestions on how to say commonly used apartment words (classic, small, big, convenient, experienced, improved, cutting edge, etc).

I'm traveling and don't have access to the book but if someone out there wants to post a picture of the page here with the luxury suggestions that is aok with me!

Community Guest

Impressive living

and no more sparkling pool and state of the art fitness center. ..lol

Boutique Rental Living

Elegant

I don’t want to offend anyone by posting a link but this is all
Making me think of an SNL skit .. you can search Moët & Chandon SNL Clip

Mike,

In student housing we tend to replace the word "Luxury" with "Modern." The term Luxury has been so overused and does not come off authentic because everyone claims to have Luxury features and amenities. This also assists us with customers who hear the term "Luxury" and think that our community is out of their price range. There is also a trend in student to replace Luxury with other things like highlighting the fact that they offer tech-savvy features such as "Smart Apartments."

Simply replace 'Luxury' with any one (or combination) of the following:
Exclusive, High-classed, Plush, Lavish, Extravagant, or Deluxe

sumptuous

"Affluent" speaks "luxury" to me... it captures the idea that I've reached a certain level of success in life and my dwelling place is a testament to that. "Upscale" gets me to the same place and probably fits better when applied to the property.

Hi, 
I write content for apartment websites. I agree with the idea that the term luxury has been used so often in the industry that it's become cliche. Some alternatives I use throughout the copy to denote the idea of luxury living include:  chic, classy, contemporary, distinguished, elegant, exceptional, expert, exquisite, fine, flawless, immaculate, polished, pristine, smart, sophisticated, stylish, tasteful, upscale

PS: Just be sure the apartments really are luxury apartments, otherwise the use of luxurious words comes off as pretentious. 

Luxury implies expensive. I've run tests on over 2m ad spend in ads and on landing pages with Google Optimize. That word does not convert. Your pictures and UI/UX tell the whole story!