Rennification

Rennification | marketing | The process by which the most saleable facets of a neighbourhood’s culture and character – its independent restaurants, coolest shops, interesting galleries, charming cafes, et cetera – are crudely appropriated by real estate marketers and presented in promotional materials as added lifestyle benefits to prospective condo buyers. The term was inspired by Rennie Marketing Systems, a Vancouver company that pioneered and mastered this dark art.

The video above shows Rennification in action.

Usage | “I live in a tiny shoebox that I can’t afford, so yeah…I was a total sucker for Rennification. But at least the cute brunch place on the corner uses good beans…”

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There is 1 comment

  1. I refused to put my business in one of these a few years ago. Another usage might be “This home cost an extra $20k to pay for BS marketing Rennification.”

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