There’s an old saying about censorship that says nothing gets sales going like a good book-burning. In the context of condo marketing, I’d bet the same holds true. If the condo marketers got together and torched all the condo writing style guides, dictionaries, and thesauruses, we could very well see an increase in unit sales.
Put another way, I can’t see sales getting any worse. The language of the condo marketers has moved so far into the realm of ubiquity that toothpaste copy seems insightful by comparison.
Consider this “information” for the new Sky Towers condo in Surrey:
Unprecedented opportunity arrives in Central City. Sky Towers proudly boasts the best location and the best views in one of the Lower Mainland’s fastest growing urban communities. In fact, the City of Surrey has experienced a YTD rental vacancy decline of 1.9% and is forecast to develop at nearly twice the rate of Vancouver in the coming years. With abundant shopping, appealing restaurants and the incontestable convenience of the King George SkyTrain station only steps outside your door, both the smart home buyer and the smart investor can agree that an opportunity like this is rare.
The Sky is no longer the limit, it’s just the beginning.
Yeah thanks for coming out. That last part feels like it’s fresh off the box of a Dolph Lundgren video or maybe a Disney flick about a dog that’s good at playing Ultimate.
When selling a new condo in Surrey, a city bursting with new condo development, how is there any value in using words like “unprecedented” and “rare” to describe it? Same goes for this business about “smart” investors. How is this useful? Easy! It isn’t. Marketers know this, buyers know this — yet it’s there, forever wasting our time.
It’s all useless, completely and entirely.
No, I am not a nihilist.