{"id":5700,"date":"2016-04-29T09:38:04","date_gmt":"2016-04-29T01:38:04","guid":{"rendered":"https:\/\/www.99.co\/blog\/singapore\/?p=5700"},"modified":"2022-07-01T04:02:08","modified_gmt":"2022-06-30T20:02:08","slug":"property-marketing-terms","status":"publish","type":"post","link":"https:\/\/www.99.co\/singapore\/insider\/property-marketing-terms\/","title":{"rendered":"9 property marketing terms (and what they actually mean)"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><span style=\"font-weight: 400;\">Selling property via brochures and a 200 word entry is tricky business. There&#8217;s just too little space to explain away defects and problems, so the solution is word play. For example: a room too small to be used as a pet&#8217;s coffin is not &#8220;tiny&#8221;, but &#8220;cosy&#8221;. \u00a0A cracked wall is no longer a &#8220;structural defect&#8221;, but a &#8220;well ventilated room.&#8221; See how it&#8217;s done? Now here&#8217;s a list of common property marketing terms, and what they may actually mean:<\/span><\/p>\n<ul>\n<li>\n<h3><b><b>Within walking distance<\/b><\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The most subjective and easily abused property marketing term in property brochures. Within <\/span><i><span style=\"font-weight: 400;\">whose <\/span><\/i><span style=\"font-weight: 400;\">walking distance? A 21 year old who works out seven days a week, and swallows muscle supplements the size of soccer balls, is going to consider three blocks and an overhead bridge as &#8220;a short walk.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Buyers who are not in similar shape had better check themselves. Because we&#8217;ll tell you one thing for sure: if the MRT station is right next to the property, the brochure won&#8217;t say &#8220;within walking distance,&#8221; it will say &#8220;Next to XYZ MRT station.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8220;Walking distance&#8221; tends to come from the most optimistic possible view of your health.<\/span><\/p>\n<ul>\n<li>\n<h3><b style=\"line-height: 1.5;\">Selling out fast<\/b><\/h3>\n<\/li>\n<\/ul>\n<p>This one hasn&#8217;t been seen recently, because the market is in a slump and no one would believe it. But when the property market builds up again (it&#8217;s just a matter of time), it will come back in use.<\/p>\n<p>&#8220;Selling out fast&#8221; is a disguised way of saying &#8220;everyone is doing it, so you better do it too.&#8221; Preferably, you&#8217;ll be too pressured at the time to realise how a terrible an idea that is.<\/p>\n<p>This is a meaningless utterance that reflects on nothing about the property, and exists solely to make you sign the Option to Purchase faster.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-18381\" src=\"https:\/\/www.99.co\/singapore\/insider\/wp-content\/uploads\/2016\/04\/jurong-lake-district.jpg\" alt=\"property marketing terms lake view\" width=\"720\" height=\"481\" srcset=\"https:\/\/www.99.co\/singapore\/insider\/wp-content\/uploads\/2016\/04\/jurong-lake-district.jpg 1500w, https:\/\/www.99.co\/singapore\/insider\/wp-content\/uploads\/2016\/04\/jurong-lake-district-940x628.jpg 940w, https:\/\/www.99.co\/singapore\/insider\/wp-content\/uploads\/2016\/04\/jurong-lake-district-440x294.jpg 440w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/><\/p>\n<ul>\n<li>\n<h3><b>River \/ Lake view<\/b><\/h3>\n<\/li>\n<\/ul>\n<p>Singaporean property marketers have a serious deficiency. They cannot distinguish between bodies of water. Point at a puddle on the pavement, and they will ponder if the unit has a river or lake view.<\/p>\n<p><span style=\"font-weight: 400;\">A drain or canal is not a river. And a tiny pond, in a landscaped area barely visible from the flat, is not a lake. Neither are scenic &#8220;views&#8221;, unless the viewer is extremely imaginative or squinting. Furthermore, the brochure often makes it sound as if the <\/span><i><span style=\"font-weight: 400;\">entire<\/span><\/i><span style=\"font-weight: 400;\"> development benefits from such a &#8220;view&#8221;, whereas in reality some of the units have a splendid view of nothing more than the communal dump.<\/span><\/p>\n<p>Ignore this particular boast until you are looking out the window yourself.<\/p>\n<ul>\n<li>\n<h3><b style=\"line-height: 1.5;\">Smart home<\/b><\/h3>\n<\/li>\n<\/ul>\n<p>Seriously, no one is sure what a <a href=\"https:\/\/www.99.co\/singapore\/insider\/smart-homes-really-worth-hype\/\">smart home<\/a> actually means. Most of the time, it refers to some kind of app &#8211; a way to turn your lights on and off by using your smartphone, or to allow the lift up to your floor via your computer. That&#8217;s it.<\/p>\n<ul>\n<li>\n<h3><b>Oasis<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Where are we, the Mojave Desert? Why would an oasis impress us? We live on a tropical island literally <\/span><i><span style=\"font-weight: 400;\">surrounded<\/span><\/i> <i><span style=\"font-weight: 400;\">by water<\/span><\/i><span style=\"font-weight: 400;\">. Of all the geographical features you could imagine, an oasis is the one least likely to impress Singaporeans. Nonetheless, property developers keep thinking &#8220;urban oasis&#8221; is somehow a powerful image.<\/span><\/p>\n<p>Most of the time, it just means the condo is in a quiet area (read: too far from the MRT station or major roads, so they had to think of something clever to say.)<\/p>\n<ul>\n<li>\n<h3><b>Prime site<\/b><\/h3>\n<\/li>\n<\/ul>\n<p>Prime means &#8220;primary&#8221; or &#8220;first&#8221; (e.g. En-bloc proposals are a prime cause of fistfights.) But not in property brochures, wherein this property marketing term has \u00a0has three possible meanings:<\/p>\n<ol>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">No meaning whatsoever &#8211; the copywriter decided &#8220;prime site&#8221; sounded fancier than &#8220;good site.&#8221;<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ready your wallet &#8211; the brochure is bracing you to see the high price of a luxury property. This is often phrased as &#8220;prime property&#8221; or &#8220;prime unit.&#8221;<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The developer wants to use accessibility as the selling point. It may not be in a central district and the facilities may not be fancy &#8211; but if there is a bus and MRT right outside, you will often see the term &#8220;prime site.&#8221;<\/span><\/li>\n<\/ol>\n<ul>\n<li>\n<h3><b style=\"line-height: 1.5;\">Rental potential<\/b><\/h3>\n<\/li>\n<\/ul>\n<p>As meaningless as it is accurate. Every property could potentially find a talent, in the same way you are potentially the winner of every lottery.<\/p>\n<p>This phrase often means the developer wants to target investors, more than owner-occupiers. For example, they may be selling 400 square metre shoebox flats that are great for renting out to single expats (and would be terrible for family homes.)<\/p>\n<ul>\n<li>\n<h3><b style=\"line-height: 1.5;\">Double volume living space<\/b><\/h3>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Imagine a two storey house. Now, imagine if you remove the second floor, without changing the dimensions. There would now be a greater height between the floor and the ceiling, which lets in more light and makes the place look bigger.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We&#8217;re not sure where the &#8220;living space&#8221; comes in, unless you&#8217;ve found a way to do things in mid-air. But your ceiling will be high.<\/span><\/p>\n<ul>\n<li>\n<h3><b style=\"line-height: 1.5;\">Near good \/ elite \/ top educational institutions<\/b><\/h3>\n<\/li>\n<\/ul>\n<p>Because when evaluating educational standards, the property marketing team are clearly the experts we turn to. \u00a0They get to decide <a href=\"https:\/\/www.99.co\/singapore\/insider\/right-property-primary-schools\/\">whether a nearby institution is a top, good, or elite school<\/a> (spoiler: everything near their development is on par with Harvard.)<\/p>\n<p>They can&#8217;t fully be blamed for this &#8211; some parents are kiasu enough to pick a known &#8220;elite&#8221; school, to improve their child&#8217;s odds of enrolment. But considering the Ministry of Education (MoE) is fighting hard to get rid of these prejudices, you&#8217;d think property marketers would stop capitalising on it.<\/p>\n<p>If you found this article helpful, 99.co recommends <a href=\"https:\/\/www.99.co\/singapore\/insider\/condo-new-launch-singapore-questions\/\">9 must-ask questions at a condo new launch in Singapore<\/a> and <a href=\"https:\/\/www.99.co\/singapore\/insider\/singaporean-homeowners-buying-property\/\">7 things Singaporean homeowners wish they knew before buying property<\/a>.<\/p>\n<p>Find the home of your dreams today on Singapore\u2019s largest\u00a0<a href=\"https:\/\/www.99.co\/?utm_source=blog%20main%20site%20conversion\">property portal 99.co<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Property marketing terms used these days are meant to attract buyers. Read between the lines and find out what they actually mean.<\/p>\n","protected":false},"author":21,"featured_media":54256,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[53589,57131,53613],"tags":[53900,53740,53793],"persona":[],"class_list":{"2":"type-post","13":"entry","14":"has-post-thumbnail"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v25.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>9 property marketing terms (and what they actually mean)<\/title>\n<meta name=\"description\" content=\"Property marketing terms used these days are meant to attract buyers. 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