After Orange & Olive, Meriton to launch Lemon County in Greater Noida

June 24, 2010 - PRLog -- With so many "estates," "plazas" and "courts," naming real estate projects may seem like a game of copycat. That's why selecting the right name is tricky in an area with rapid growth, according to developers and marketing professionals.
Busy developers, while blessed with an eager market, admit to being challenged by the task of inventing names for subdivisions, shopping centres, streets and model homes. "It's one of our constant sources of frustration, actually," says a developer on condition of anonymity.
To stay ahead of such last-minute decisions, he keeps three or four computer documents filled with name ideas, because for every name that gets chosen, nine are rejected. "Virtually everything you can think of has been used."
Real estate names can come from geographical features, family members, European trips, golf courses and even spices. So we have heard of streets named after flowers and trees, but Meriton Group obviously prefers citrus fruit. After doing Orange County and Olive County in Indrapuram and Vasundhara respectively, they are thinking of naming their Greater Noida project Lemon County.
Keeping to a theme, or playing off a nearby theme, is a standard procedure for real estate projects. While names play a smaller role when developers find themselves with customer waiting lists, a consistent concept with elements such as architectural features or street layouts can have an important effect, say developers. While many customers may not remember the name of their model home or a shopping centre, names still serve an important role in marketing and sales. "Subdivisions are so prolific now in today's market that it's really to the advantage of the developer/builder to do everything possible to distinguish a point of difference," says a real estate consultant. Marketing professionals agree, however, that one of the biggest mistakes is in misleading customers with the real estate names. If the name connotes a water feature or a lake, "you can't have a puddle over in the corner," he says. "Those are the kinds of things that always get you in trouble." So the least Meriton can do is plant some lemon trees to hint at the site's name.

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