Why do I suddenly feel the need to end every sentence in an exclamation point! Judging by the ads we see and the Web sites we visit, developers and marketers are forgoing any promotion of their actual homes and instead are focusing solely on lifestyle! At Emerald, people down cocktails in the lobby all night long, and at VB1224, located at 1224 W Van Buren St, buyers throw on sportcoats and leap over invisible hurdles!
We always get a kick out of West Loop ads: Their mixed drinks always have the most frightening neon tones, and sometimes we even learn a new word or two. (“Ratelicious,” anyone?) I realize Realtors aren’t supposed to say a lot about demographics, but you can learn a lot about a project and its neighborhood by the way developers portray their buyers. The idealized West Loop, it seems, is the place for fun-loving young professionals, ones who grin and jump around and scream a lot.
Mark, the square that he is, posted a far less exciting update about VB1224’s construction and sales a couple weeks ago. (Nerd!) Back in July, a handful of two-bedroom / one-baths were starting in the $340s, so if @properties‘ new ad is correct (and the MLS does back it up), the prices of some of those lofts have just dropped by about 10 percent.
– Rate and review VB1224 at NewHomeNotebook.com.