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October 7, 2019 – 08:06 am
a1sx2_Thumbnail1_Model-Home-Sign-IMG_4614.JPGWhen my family gets together for a weekend, we often tour model homes to see what builders are doing with new construction. One of the model homes this past trip used cards throughout the house that featured amenities and highlight the benefits of living at that house. I absolutely love that idea, and we have seen it applied in model apartments, as well. But with any idea, bad execution can make a good concept a joke! Let's dig into these cards and see how these mistakes can, and do, happen in apartment communities.
To give some context, these cards were found in a model home close to 4, 000 square feet in size.
Let's dissect this first one: It's important that all marketing is contextual. In other words, marketing that works for a Class C property may never work for a Class A property. So if we are talking about a 4, 000 square foot house, having a large master closet (in this market) is an absolute given. Highlighting features that all other comparable properties have makes absolutely no sense, and frankly, just highlights the lack of interesting features in your own property. This is the same as apartment communities boasting that they have a resort-style pool or a fitness center when every one of their comps does, as well.
Second, I would imagine that this marketing is really susceptible to insulting someone. On this I could be wrong, as I'm not a woman, but it just seems so - is sexist the...

Source: www.multifamilyinsiders.com

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