{"id":15136,"date":"2016-06-07T05:00:37","date_gmt":"2016-06-07T12:00:37","guid":{"rendered":"http:\/\/www.yardi.com\/blog\/?p=15136"},"modified":"2020-12-24T04:01:52","modified_gmt":"2020-12-24T12:01:52","slug":"whats-in-a-name","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/whats-in-a-name\/","title":{"rendered":"What’s in a Name?"},"content":{"rendered":"
It’s important to think through all the possibilities before you name yo\"shutterstock_194325365\"<\/a>ur community. You don’t want to turn off potential renters.<\/div>\n
\n

Bart: <\/strong>He lied about his name!\u00a0 <\/em>
\nLisa:<\/strong> His name doesn\u2019t matter, a rose by any other name would smell as sweet. \u00a0<\/em>
\nBart: <\/strong>Not if you called him Stench Blossom. \u00a0<\/em>
\nHomer:<\/strong> Or Crap Weed. \u00a0<\/em>
\n\u2014The Simpsons<\/p>\n

Names don\u2019t determine the personality traits of a person, but they do matter. And people do judge you by your name, even if it\u2019s subconsciously. That\u2019s why I didn\u2019t name my daughter Kandy Kane Fiur. There will never be a supreme court justice named Kandy Kane (probably).<\/p>\n

The same goes for apartment communities. People put a lot of effort into naming their communities, which is why it\u2019s sometimes baffling when you see communities that have names that could possibly be misconstrued. And it\u2019s not just trying to avoid names that are offensive to people, which should be an obvious thing to do, but it\u2019s looking in context. Take, for example, Plantation Flats<\/a>. This name, in and of itself, isn\u2019t so terrible. In fact, it\u2019s kind of nice. But it\u2019s a community located in South Carolina, which, for some people could have some negative connotations when they think of the name. Especially with all the controversy going on there right now.<\/p>\n

Maybe I\u2019m just sensitive. (I mean, I did just bawl through the newest Pixar movie\u00a0Inside Out, <\/em>but, to be fair, I\u00a0had just run out of popcorn, which\u00a0definitely\u00a0isn\u2019t OK!<\/em>) But it\u2019s important to consider every possible meaning and association with a name before slapping it on a building. Be careful not to\u00a0offend anyone or turn off potential renters.<\/p>\n

When naming a community, you should also think of the name\u2019s longevity. For me at least, when\u00a0apartment communities use \u201c@\u201d or other Internet symbols, it\u2019s always a turn off. It just feels like it\u2019s trying too hard to be cool. And all us cool kids know that trying too hard is the opposite of cool. Right? I totally get it. Can I sit at your lunch table now? Anyway, something like that can seem dated really quickly. What\u2019s next, buildings with just an emoji as the name? (Though, for the record, I\u2019d totally live in the ???????\u00a0?community.)<\/p>\n

Then again, you don\u2019t want a name that\u2019s too common. (Trust me, I\u2019m a Jessica who was born in the \u201980s. In school I was always known as\u00a0Jessica Last Initial.) After all, you want to positively differentiate your community from those around you, especially if you\u2019re all pretty similar. It\u2019s good to stand out. You just don\u2019t want to alienate potential renters by getting too far out there.<\/p>\n

People do their research. So if a community has a slightly\u00a0off<\/em> name, but still has cheap rents and great amenities and an amazing location, people will probably still live there. Just like it\u2019s still possible for the president to one day announce the appointment of Supreme Court Justice Kandy Kane. But it makes it harder to attract potential renters. You\u2019d have to do more marketing, more outreach.<\/p>\n

What do you think? Do you agree that names matter, or do you think renters don\u2019t care what the community is named? Have you ever come across a community name that has given you pause, and what was it?<\/p>\n

This post previously appeared in Multi-Housing News<\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

It’s important to think through all the possibilities before you name your community. You don’t want to turn off potential renters. Bart: He lied about his name!\u00a0 Lisa: His name doesn\u2019t matter, a rose by any other name would smell as sweet. \u00a0 Bart: Not if you called him Stench Blossom. \u00a0 Homer: Or Crap […]<\/p>\n","protected":false},"author":443,"featured_media":15138,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_s2mail":"yes","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1440],"tags":[289,671,62,29,1486],"class_list":["post-15136","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-apartments","tag-community","tag-marketing","tag-multifamily","tag-naming"],"acf":[],"yoast_head":"\nYardi Blog<\/title>\n<meta name=\"description\" content=\"It's important to think through all the possibilities before you name your community. You don't want to turn off potential renters. 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