AIM 2025: The High Cost of Hyperbole

The High Cost of Hyperbole: "Luxury" and Other Multifamily Curse Words

It’s not often that a session makes you laugh and rethink your entire marketing strategy in the same breath, but that’s exactly what happened when Mike Whaling and Leah Nichole Smith took the stage. What began as a light-hearted comparison between two job descriptions quickly turned into a sharp critique of how the multifamily industry talks to renters—and how much it’s missing the mark.

The session challenged attendees to move away from hollow buzzwords and overused phrases like “luxury,” “pet-friendly,” and “convenient.” Instead, it emphasized the power of specificity, authenticity, and understanding the renter’s perspective. Through qualitative and quantitative research—including focus groups conducted over six months—renters revealed how disconnected property descriptions often are from their actual experiences and expectations.

Take the word “luxury,” for example. To most marketers, it’s a catch-all term meant to signal high-end finishes and a premium lifestyle. But to renters, the word evokes assumptions of high cost, exclusivity, and amenities that don’t always materialize. Worse, the term has been used so frequently that it no longer holds meaning. It sets a high bar that communities rarely meet—and when they don’t, trust is eroded.

Similarly, labeling a community as “pet-friendly” without offering tangible pet-focused amenities—like dog parks, treat stations, or pet-washing areas—leads to disappointment. Renters expect more than just permission to own a pet; they want their furry companions to be welcomed and accommodated. And when communities advertise a “convenient location,” renters are often left asking, “Convenient to what?” The vagueness leaves room for misinterpretation and frustration.

The speakers encouraged marketers to reassess what words like “tranquil,” “spacious,” or “modern” actually communicate. Are they painting a vivid, truthful picture—or are they just filler text that could apply to any community? One renter summed it up perfectly: “Who hurt you?”—mocking the dramatic tone some listings take on.

The key insight from the research: renters have become highly skeptical of marketing language. They’re seeking transparency, not grand promises. They want to know what their life will actually be like if they move in—not just the selling points, but the full experience. This shift requires marketing teams to align closely with on-site staff to ensure that expectations match reality.

An especially impactful part of the session highlighted how marketing influences resident retention—not just lease conversion. Renters expect the experience they were promised in marketing to continue after move-in. If there’s a disconnect, it can lead to dissatisfaction and early turnover. Marketing doesn’t end at the lease signing; it plays a continuous role in shaping the resident journey.

Rather than rely on abstract descriptors, the speakers advocated for grounding community messaging in real, tangible benefits. Use photos that reflect actual units. Highlight unique amenities or events. Tell stories from current residents. And when possible, let data drive the message—like what renters say in reviews and surveys.

The session concluded with a powerful call to rethink what modern multifamily marketing looks like. It’s not about pushing inventory with flashy adjectives; it’s about building trust, fostering transparency, and creating messaging that reflects the true resident experience. Marketers were urged to listen closely, audit their websites, and eliminate vague or misleading language. As the speakers said, if you wouldn’t respond to your own job description, why would a renter respond to your listing?