Marketers and Optimistic Claims – Condo Shopping
I’m condo shopping lately so a lot of the newer developments are catching my eye. Today, I was driving through a very industrial area on the way home from work and the word "regal" jumped out at me. Now, what the heck is an adjective like "regal" doing written on big colorful flags amongst the mac truck drop-off point, auto-part dealers and sex shops? I then saw it was a townhouse-condo development… on a busy thoroughfare, with mud for front lawns and walkways too close to the road. Hmmm… there is a marketer out there who is clearly abusing the word "regal".
Another example of optimistic claims is the Park Lake Residences condo development (located at the Lakeshore and South Kingsway for Toronto readers). Yes, the condos are near to High Park and Lake Ontario. But the more obvious thing about them is that they are located between a highway (the Gardiner) and two major thoroughfares (the Lakeshore and the Queensway). So, I joke that the name should be changed from "Park Lake" to "Highway Street". But, I guess my new name wouldn’t sell condos.
But, the "Park Lake" name, reminds me of what people hate about us marketers… that our claims are too optimistic – we are overselling and underdelivering. But, doesn’t that quality in marketers also bring a kind of poetry to life? I was remembering today about how when we were kids we used to fold up our sheets into a triangle at the front and leave them as a rectangle at the back, and pretend that our beds were boats. It was so fun to pretend that we were in boats, and it felt so real – even though the simulation was rudimentary, even for us kids. Believing we were in boats made it much more fun and provided some kind of escape.
So, maybe the "Park Lake" name helps the residents forget the noise of the highways and streets and gets them to focus on the positive. Maybe living in an industrial area labeled "regal" gives some dignity to it. People are attracted to strong imagery and a nice dream-image, so much so they are willing to lay down their life savings for it… even if it is not quite honest.
I’m apt hunting, so I completely know what you’re talking about. I’m visiting a place called “Creekside Apartments,” but on the map it seems to be right off a large street/expressway. Let’s see where the creek they are referring to is…
I’m apt hunting, so I completely know what you’re talking about. I’m visiting a place called “Creekside Apartments,” but on the map it seems to be right off a large street/expressway. Let’s see where the creek they are referring to is…