𝗧𝗵𝗶𝘀 𝗣𝗿𝗼𝗯𝗹𝗲𝗺 𝗜𝘀 𝟭𝟬𝟬 𝗬𝗲𝗮𝗿𝘀 𝗢𝗹𝗱. 𝗔𝗜 𝗝𝘂𝘀𝘁 𝗠𝗮𝗱𝗲 𝗜𝘁 𝗙𝗮𝘀𝘁𝗲𝗿. An article came out this week listing all the words multifamily marketers have overused to the point of meaninglessness. “Luxury.” “Elevated.” “Vibrant.” “Resort-style.” “Seamless.” “Curated.” I laughed out loud. Claude Hopkins wrote about this in 1923. Not AI. Lazy copywriting. His whole point was that generalities bounce off people. Specifics sell. Vague claims get skipped. He built one of the most successful advertising careers in history on that single idea. That was a hundred years ago. Dan Kennedy spent 40+ years hammering the same nail. Copy that could describe anyone’s business describes nobody’s business. If your marketing sounds like it could be for the property across the street, why would anyone pick you? None of this is new. Not one word of it. What AI actually did is give everyone a firehose of mediocrity. You can now produce ten times the volume of the same generic copy that wasn’t working before. Go read 10 apartment listings right now. Try to tell them apart. Same words. Same rhythm. Same empty promises. You could swap the property names and nobody would notice. That’s not an AI problem. That’s a copywriting problem. The fix hasn’t changed since Hopkins wrote it down. Be specific. Say something only your property can say. Not “luxury finishes.” Name the material. Not “prime location.” Name the distance to the train, the grocery store, the office park your residents actually commute to. The companies that stand out aren’t using better AI tools. They know what makes them different. And they do the work of saying it plainly instead of hiding behind words that sound good and mean nothing. https://lnkd.in/e7pwAEbW