Buzzwords That Undermine Your Property’s Value

Stop Saying “Luxury” (And Other Words That Don’t Work Anymore)

Words like “luxury” and “best-in-class” are everywhere in multifamily marketing, and they’ve lost their punch. 

To be frank, they lost their punch a long time ago. If everything is “luxury,” then nothing is. Potential residents see right through it, and instead of building excitement, these terms breed doubt. This author has had some of the most heinous living experiences in properties branded as "luxurious" and "charming".

To stand out, you need to rethink the language you use to describe your property. Words matter, and the wrong ones could mean the difference between attracting the right audience or losing them before they even visit.

Speak to Your Brand (Not Everyone Else’s)

Every multifamily project has its own story—its DNA. Yet, in a market saturated with “brand new luxury apartments” named after the nearest street address, the individuality of each property often gets lost. 

Why let your community get lost in the sea of overused jargon? The truth is, many developers recognize this problem but feel stuck. Budget constraints, tight timelines, or the rush to meet a competing deadline often push them toward the path of least resistance—choosing the lowest bid, a cookie-cutter website template, with surface-level audience research and bland copywriting. 

But here’s the catch: down the line, this approach almost always backfires. Traffic dwindles, and prospects are lured away by the building down the street—the one that invested in custom branding, boutique marketing strategies, and high-quality, tailored execution. That’s the difference between blending in and attracting qualified traffic like a super magnet in today’s competitive multifamily market.

Take your property’s website, for instance. For many prospects, it’s the first interaction they’ll have with your brand—a digital handshake and a virtual sales pitch as to why your building is the best all rolled into one. It should radiate, “This is where I belong!” energy, compelling prospects to imagine themselves living there. 

But let’s be honest: if you search “new apartments” in your area, what do you find?

Luxury. Modern. Move-in ready. (Cue the collective yawn.)

Your language should tell a story that goes beyond cookie-cutter selling points. It should reflect your property’s mission, vision, and values, weaving a narrative that resonates with the people who will call it home. Renters aren’t just searching for a roof over their heads—they’re looking for a community that aligns with their lifestyle, aspirations, and identity. It's less about creating a narrative that is generally likable, and more-so one that is distinctively loved by your target renter pool. 

Words have the power to create an emotional connection and communicate what makes your property truly special. When you get it right, you’re not just marketing an apartment—you’re building a brand that fosters loyalty and stands out for all the right reasons.

Inspired Alternatives to Overused Buzzwords

Want to sound original? Start here:

“Luxury” → Try “refined,” “abundant,” or “meticulously designed.”

“Best-in-Class” → Use “meaningful,” “exceptional,” or “purposefully crafted.”

“Tenant” → Shift to “resident,” “neighbor,” or “founding member.”

“Unit” → Call it what it is: a “home,” “apartment,” or “residence.”

These alternatives not only sound fresher but also connect better with your audience. They bring specificity and warmth that generic buzzwords just can’t deliver.

Start Writing Before You Start Building

You don’t wait until a building is finished to design its interiors, right? The same principle applies to your language. Strategic copywriting should start early—before the first brick is laid. The words you choose will influence everything from marketing campaigns to on-site signage. Starting early ensures that your messaging is consistent, cohesive, and impactful.

Studies show that renters are drawn to authenticity. A report by HomeLight found that features like “energy-efficient” resonate more with potential residents than vague claims like “luxurious.” When your language reflects the real strengths of your development, you attract the right people and set realistic expectations.

Understanding Modern Renters

Today’s renters are savvier than ever. They’re not just looking for a roof over their heads—they want to feel like they belong to a community. The language you use sets the tone for the experience they’ll have. Authentic, intentional words show that you understand their needs and priorities.

Aligning Language with Vision

Everything about your project—its design, amenities, and marketing—should feel like it’s part of the same story. This level of alignment is what creates a seamless experience for residents and elevates your brand. By investing in the right language from the start, you’re setting yourself up for success.

The Final Word

In 2025 and beyond, buzzwords are out, and authenticity is in. If you want your multifamily development to stand out, start with the words you use. They’re not just descriptions; they’re tools for connection, differentiation, and value creation. 

Choose your words carefully—because in this market, language isn’t just important. It’s everything to be memorable and maximize your property's value.