So I’ve got this theory: The use and prominence of the word “luxury” in condo advertising is inversely related to price. The lower the price, the more likely you’re to see “luxury” in the copy. For properties that are genuinely luxurious and boast the price to match, you’ll maybe find the word mentioned once, if at all.
The Aerie at British Properties in West Vancouver is a fine example. The ad for these “penthouse-style” homes refer to luxury once. From there, the ad mostly lets the opulent characteristics of the estates speak for themselves. Why not throw luxury all over the ad? Why hide from the truth?
Well, for starters, there’s no grey area about luxury when the features list include private in-suite elevators and floor plans starting at 2,000 square feet. Heck, the place bears the official crest of the British Properties. (No mention of granite countertops though.)
At $2-million to start — that’s for the “cheapest” one in the bunch — an Aerie unit is at least six times more expensive than a suite at Pitt Meadows’ “luxurious” Keystone complex. In a recent ad, Keystone speaks of luxury twice.
Of course, just because the Aerie ad is reasonably modest doesn’t mean it gets to escape my scorn. I still need to give ’em hell about the garbage line about construction with “many green features.” Umm, yeah. Are we talking genuinely green engineering or a lame way of trying to associate the trees in neighbourhood as having something to do with the build. I want the facts, ma’am.
For more facts, go to www.britishproperties.com.