Topic: What are your thoughts on the ever-popular and overused word "luxury" in multifamily?

Friends in Marketing, what are your thoughts on the ever-popular and overused word "luxury" in multifamily web content? I can't write that word one more time! I'm thinking it might be time for "beautiful" to make a comeback. Alternatives: opulent, grandeur, magnificent. Your turn!

I agree, "luxury" is pretty diluted. I see it used on buildings that are 20 years old - nice buildings, but not sure "luxury" still fits. How about: signature, upscale, boutique, inspired, remarkable...

Luxury doesn’t mean what it use to, LOL!

Yeah overused and meaning has shifted. Luxury = unnecessarily expensive

Literally everything is luxury nowadays... and it's not

One that I seen to quickly catch my eye was.
If today’s high end living space is on your must have list for a home our modern updates or a must see. Says ppl run this place is living in 2019 not still running off what worked in the 90s

At the C class 65 y/o property I work at in the worst area possible our website says “Modern and Timeless Luxury Living” haaaaaaa lmao.

Sometimes you just Want to say what it really is and not try to fluff it up

What about using the word “Decadent”??

Extravagant, richness, indulgence, spoiling, pampering

fine, exquisite, grand, exceptional, splendid, superior quality

I dislike the word luxury when writing content, but at the same time it’s a word that people still search for.

Maybe just modern and grand apt homes?

Attention to minimalist style living. We do all the small things that make a big difference!

Just like Resort Style Pool. Is there someone bringing me a fruity cocktail every 10 minutes? Or State of the Art Fitness. Does the treadmill do the running for me?

www.powerthesaurus.org/luxury/synonyms
Here’s plenty of words to use

You guys are so funny. I think I'm at 300 or more multifam websites now and I promise I will never use "resort style pool" again. Maybe Olympian drean pool or "kidney shaped charmer." Haha.

Sophisticated!

Elite

Charming

Well...it's what our customer thinks that matters...If there is a huge gap between what you are representing and the words (that they have typically found online to create a visual AND expectation) you are using to describe your product, you have a problem. Look at your target market and the language that sings to their unique buying buttons.

When "luxury" was added to vinyl flooring that should tell you everything you need to know.

I had a property in my portfolio in the late 80's that made the national news 7 days in a row ( for all the wrong reasons), and all I could hope for was that they WOULD use the word LUXURY!

Reading this brought back memories from my old days as Director of Marketing for several PM companies. As an experienced marketing professional, it would drive me nuts when I'd see a B or C+ class property advertise itself as "Affordable Luxury." That's an oxymoron. Like "Check out our giant shrimp. LOL. I don't believe a property can nor should be positioned as affordable and luxurious. I'm from the "be honest" school of thought - create integrity with accurate positioning and messaging based on a real competitive advantage. Today's consumers can see through marketing-ese.

Luxury is now a price-point. I restored a back to a single family in Boston and refused to use the word luxury as it has no meaning any more. I used 'Classic townhouse'. The price for Luxury is similar to the difference between a 'condo' and a 'residence'.