I wish I had a dime for every time I have seen the following overheated words and phrases (or their relatives) in advertisements for golf course communities:
"Setting a new standard..." When multiple developers claim they have set a new standard, it becomes standard but not new.
"Small town charm..." This is code for no grocery stores or health care facilities within a half hour.
"Distinction" One of those claims that lack distinction.
"[Anytown's] premier private community..." Every community in town will claim this.
"A special place..." How special can it be if you have to say it?
"Unique..." In the Hall of Fame for advertising banalities.
"The perfect place [for you]..." Marketing professionals are mindreaders too.
"Timeless..." Brainless. Even in the event of nuclear devastation, a place is still timeless.
"Start a new life at [name of community]..." Insulting. What was wrong with my prior life, especially if I can afford to buy a place in your community.
"A vacation every day..." Except when it rains, snows or is 100 degrees and humid outside.
"Close...but world's away..." and its partner, "So near yet so far..." Translation: Remote; close to nature but not to the mall.
"The allure of [name of community] will last forever, the oportunity to live here will not." My favorite: It is as if they are selling the Roach Motel ("Roaches check in but they don't check out!"). Have they not heard of resales?
Caveat emptor. We admire the restraint some developers -- and their marketing firms -- show in being straightforward. They list the amenities, the course designer and the communities' points of distinction, without saying they are distinctive. They respect the fact that if we are in the market to spend hundreds of thousands of dollars on a place to live, we probably know what we are looking for, and that we aren't looking for inflated language.
In the coming days, we'll share a few examples that seem to get it right. In the meantime, if you have any questions about a specific community, let us know. If we aren't familiar with it, we'll do the research and report back.