Posts Tagged 'apartment community pictures'

Fa La La La La Apartment Romance

How many of us in the apartment industry have been victims of Romance Copy? Either we’ve slung it out there to seduce residents to rent with us or we’ve been the ones who have fallen for it. I know I can’t resist the word cottage when I’m looking for a place to live, and I conjure up all kinds of cute things in my mind, a cozy farmhouse near a lake, for example, but then I get to the site and realize their use of the word cottage really means a plain, tiny space. Creative, seductive words lure residents to imagine their lives nestled amongst the trees adjacent to a babbling brook. However, apartment marketing such as this doesn’t set us up for success, but only increases a resident’s disappointment when she arrives to find her high expectations of lounging by a sparkling pool replaced with the reality of a pool filled with murky water and debris.

On the other hand, if your apartment community really is fit for a Queen and residents will be tempted by secret closet space and find their paradise at their new place, then go ahead and spruce up your copy with flowery words. The article “Romance 101: How to Use Feminine Words That Sell” has tips to help you with resident temptation.

In the world of good apartment marketing, we use not only words, but also amenity photos to paint a picture of a place to call home. As the article “Real Estate Agents And The Art Of Seductive Home Staging” demonstrates, we get caught up in sexy imagery such as placing candles and wine near the bathtub or a big colorful bowl of fresh juicy fruit when in reality the residents who will dwell there snack on bologna sandwiches and Doritos.

wine bath

Another way we use staging to lure residents is by placing certain coveted objects in our photos. According to Curbed, the trend now is the strategically placed guitar. As a music lover, I would totally fall for that, especially if it were a banjo.

guitar

What strategically placed items in photos would you fall for or have you used as marketing strategy in your apartment community pictures? If you know of any other language or imagery tricks to trick residents, let Beyond Wine & Cheese Marketing know in our comments section here or on our facebook page.

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