Before beginning my internship, I used words like “unit,” “complex,” and “tenant.” These are common words in the industry, but I have learned to change my word choice and the importance behind it. For some people, using these words make them feel uncomfortable, and like you do not care about them. Instead, using words like “home,” “community,” and “resident” make prospects and residents feel more comfortable and cared about. They have more emotion attached to them, and feel more personal. When you recognize that they live in a home, and not a unit, they feel that their home is more respected. This is the same reason why you would say resident over tenant, because they feel more important and respected by these word choices.
