Parsing the promo material for a new development near the Esquimalt Lagoon.
HERE’S A RULE OF THUMB: when, or wherever, you see the word “nestled” in real estate advertising copy, make the sign of the cross and run at top speed in the other direction. You need nestling? Go to your partner, or the park, to your therapist, guru or support group, your pet corgi; hell, your pet rock. I urge this in behalf of the last remnant shred of authentic human emotion. That was emotion, not emoticon.
The torn genius employed by Rennie Marketing—a Vancouver-based company engaged by various real estate developers to find a route to your dreams (and your credit limit) via any orifice that can be pried open and penetrated—has advanced to Hell by at least six damnations for seduction in behalf of a new townhouse/condo project, Two Waters, that has in its crosshairs a large, verdant, ocean-side ex-paradise in Colwood bracketed by nearby standard-issue suburbs and, if Lagoon Road project signs can be trusted, other quick-sprouting projects for neighbours.
Two Waters' online promotional material
There’s a whole lotta nestling going on these days in real estate promotion. Presumably, “nestled” will be claiming overtime pay because “Hidden gem!”, “Opportunity knocks!”, “Dreams do come true!” and “Was that an eagle calling to its young, or star-song passing over an angel’s wing?” all have exhaustion breaks and time off for good behaviour.
The language in the promotional copy is skillful, self-aware and coy—if those terms don’t overly contradict each other—and loaded with manufactured longing in roughly the same way that all us young guys used to protest, “No, I’m saying you’re beautiful and I love you because you’re beautiful and I love you, not because I want to get into your pants. Why do you always have to think I want something?”
Consider the totemic name of this Colwood project: Two Waters. My instincts tell me this has nothing to do with “hot” and “cold” (though “still” and “sparkling” bear further study). The project moniker pole-vaults over the likes of Meadowview Acres (never a meadow in view) or Marlene Estates (developer’s girlfriend). No, this is all “one with the land,” along with a conspicuous cultural and linguistic mortgage in favour of First Nations culture.
Online promotional copy for this master-planned development states, in part: “We respect the land and each other. We carry the responsibility of stewardship. We share resources and nature.” Definitely that “nestled” guy, finally off the crystal meth but now clearly high on grass and kumbayah.
The heraldic logo for the project, which floats at the edges of a full-page newspaper ad and a promotional mailer, both of which now sit in front of me, features two sets of wavy lines drawn at right angles to each other, encircled by “Two Waters In Balance.”
Balance. What is balance? Sounds like a good thing, like something you need and from which you would benefit. Ironists might claim “balance” should never be caught un-tethered from “bank;” but, then, that kind of cynicism is just heartbreak’s porch door. In today’s world of multiplying angers and rising dangers, and trapped, as we are, in a global community whose last shred of equipoise could vanish in a risky heartbeat, “balance” is powerful cultural code. The word invokes a mountain of Zen-inflected ooga-booga and is, of course, enshrined in the Victoria Charter of Rights, Vibes and Gimmes. It has enormous market heft because it all but claims parentage from some holy book. Remember the good old days (I’m casting back to the ’70s and ’80s) wearing your “truth face” to advertise your rarified spiritual credentials, and to get laid? Kind of like that. “Balance,” in other words, is a t-shirt, a bumper sticker, the adult option, I suppose, to “Paint With Rainbows.”
“A new vision of community begins with a bird’s eye view,” warbles the full-page ad. And there, just beside the aerial photograph of the property, and within reach of the gag-worthy banner “It will take a village” (I swear I’m not making this up), is a picture of a heron in profile—clearly on the payroll for now, but soon to be served with a scram notice when the ‘dozers start to rumble. Is that a heartbroken, prefigurative tear rolling from its eye down its long beak? Can’t quite tell.
But wait: the copywriter moves way past all this manipulative child’s play with a statement in the mail-piece so mystical, ambiguous, recondite, code-loaded and indivisible that you might easily conclude its various claims had been annealed in Heaven’s smithy:
“Today, progressive living is as much about thoughtful architecture and design as it is about sustainable practice.”
…There’s a tricksome little smile on your face. You’ve just pulled the cork on a very decent white; the hints-of-brown-sugar sockeye and your secret-spiced mustard greens will be ready soon; the killer Caesar salad’s already on the candlelit table; and once again you have perfectly timed the cork pop with the punch line of your by-now-patented ski adventure story about being chased by and outrunning, actually out-skiing, ha-ha, a mini-avalanche rumbling down the slope mere feet behind you. Your brother and his new (second) wife are over; so are neighbours Ben and Elissa from the next building (you’ve bonded over herbicide-free landscaping).
You hope tonight you can shoulder-check your brother if, a glass or two in him, he starts in again with that anti-bike-lane rant. Besides, you have an important announcement to make about the Canada/Mexico inter-cultural project that you’ve been working on for two years….
Ahhh, progressive living!
I’ll attempt a less novelistic deconstruction. “Progressive living” is code for a lucky life—the life you want for yourself—filled with self-celebration, apotheosis, the happy marriage of intelligence, education and good taste, all of it validated and made worry-free by a terrific income and a gilt-edged investment portfolio. “Living the dream” is a passable colloquial synonym.
As for the rest of that Two Waters promotional meta-poetry above, consider: how could you possibly see anything in your mind’s eye but those two cha-cha-ing pixies of “thoughtful architecture and design” (to be fair, the project is designed by brilliant architectural practitioner Paul Merrick) and “sustainable practice?” On closer inspection, those pixies appear not just to be dancing, but copulating, for God’s sake!
Wal-Mart, by the way, if blunter and slightly less iambic, is no less aspirational: “Save Money, Live Better.”
Real estate has always been about better tomorrows, a projection of some hidden you yearning for release and expression. The text, the written thesis, of Two Waters hypothesizes and then beckons to a you still capable of emotional sunrise, innocence, hope for the future and strong skills of bad-news management; that is, insulation from today’s abrasive social noise and all those worrying headlines. Honestly, what is a home if it can’t keep risk at bay?
René Girard, French philosopher of social science, developed a theory of mimetic desire. That is, we borrow our desires from others. Far from being autonomous, our desire for a certain object or experience is always provoked by the desire of another person—the model—for this same object. This means that the relationship between the subject and the object is not direct: there is always a triangular relationship of subject, model, and object. In the case of Two Waters, the voice or persona of the promotional material itself has skillfully appropriated the model role.
So, you’ve made up your mind? You’re going to buy in Two Waters beside the Esquimalt Lagoon? Best to give a read first to David Wallace-Wells’ new book, The Uninhabitable Earth—Life After Warming, just so you have a good feel for the melting speed of the Arctic Ice Sheet and its likely impact on sea rise. After all, you don’t want to buy near-waterfront only to discover you’re the chagrined owner of a float-home.
Also, news junkie that you are, you will have noticed that demagoguery and autocracy, not democracy, is a growing global political trend led, and cheer-led, by that orange-haired sociopath south of us. Frankly, given mounting prospects for international fisticuffs anywhere, at any scale, Two Waters might do well appealing to our need for safety as well as lifestyle: “Today, progressive living is as much about an assured berth in Two Water’s fully stocked underground bomb shelter as it is about the cornucopian food-and-medicine survival kit included with every home…and an added thoughtful touch: a ‘surrender’ flag in every front hall closet.”
I know, doesn’t quite have that ring. Those two poor pixies, backs now bent in defeat and sorrow. But trust me: when slogans like “Make America Great Again” are working, it’s a sign that little else is.
Oh, if I may indelicately remind you: Trump is a property developer.
Two Waters whispers a solemn promise to return you to a lost paradise when nature was your friend and partner, and was the source of material and spiritual bounty. Two Waters pledges to restore some utterly lost harmony.
Crippled nature, unfortunately, has retreated, its very essence jeopardized by human intervention.
Retreated, but not utterly or permanently—Genesis 3:19 (King James Version): “…for dust thou art, and unto dust shalt thou return.” The ultimate real estate advertising headline, if you think about it.
Founder of Open Space and Monday Magazine, Gene Miller once ran an advertising agency in Victoria (Broughton Communications Group).