Away with the whirlwind of words - how to really reach the housing consumer of 2025

Architects are masters at articulating a vision. The texts in project brochures often read like poetry. For example, how about "an oasis of calm in an urban fabric," "a symbiosis between man and nature" or "where light and air kiss space. They are literally taken from existing brochures. Beautiful, yes. But effective? Not anymore.

Today's housing consumers pierce through it effortlessly. They are more critical, better informed, and averse to empty words. Whereas project developers, municipalities and architects used to get away with eloquent promises, buyers and tenants in 2025 demand clarity, honesty and above all, realism.

The time is ripe for a different way of communicating. No more romantic prose, but straightforward, honest words that really mean something to people. Architects play a key role in this. Because they not only design the space - they also tell its story. Therefore: four practical tips to create texts that appeal, convince and resonate.

1. Write as you speak - not as you present

Just say it. Not "a lively meeting place with a rich variety of functions," but, "a place where you meet your neighbors at the coffee shop or the playground. Avoid jargon. Let the voice of the resident resonate in the text. That makes your story more credible and more human.

2. Show everyday reality

What will living there soon really mean? How far is the bike ride to the supermarket? Is there shade in the yard? Can you let your kids play outside before dinner, or should a neighborhood whatsapp group be created in advance? Just in case. Imagery is fine, but only if it is rooted in reality. The magic is in the everyday - not in the lofty.

3. Be honest about the disadvantages

Not every project is in the middle of greenery or next to a bustling square. And they don't have to be. Transparency is appreciated. Feel free to mention that it is thirty minutes to the city, but explain why that also has advantages: tranquility, space, affordability. Don't lose sight of the balance. Niceties will be punished.

4. Get residents talking

Nothing is more compelling than an authentic quote from someone who already lives there (nearby) - or would like to live there. Use interviews or personal stories to bring the place to life. No staged quotes, but real experiences. That's how you build trust.

At a time when people are inundated with information on a daily basis, the ability to make real contact through text is more important than ever. Architects can make a difference - not by talking up reality, but by articulating it clearly, honestly and inspiringly.

Because good architecture sells itself not just on form, but on the promise of a livable future. And that begins with words that land. No smoke. No mirrors. Just: the truth, well told.