F.O. Bailey RE deploys ‘penthouse’ label to market top floors
Photo / Courtesy F.O. Bailey Real Estate
Lauren Jones, a broker with F.O. Bailey Real Estate is testing the use of a “penthouse” label, or “PH,” as marketing tool for top-floor residential units in high-end buildings, such as this one at 218 Washington Ave. in Portland.
A broker with F.O. Bailey Real Estate is testing the use of the label “penthouse” or “PH" as a tool to market top-floor residential units in high-end buildings.
“PH” is used in major metropolitan markets, said Lauren Jones, a broker with F.O. Bailey and a former agent in New York City.
Jones said she tested the branding when she relaunched the listing of 218 Washington Ave. in Portland, with a goal to reposition how it was presented to the market. She renamed the two top-floor units as PH2 and PH5, which said aligned with how buyers in larger markets search and interpret listings.
“Buyers from Boston, New York or California are already inclined to identify ‘PH’ listings this way,” she said.
The label align properties with national luxury standards, as Portland attract high-net-worth individuals from larger cities, she said.
Since introducing the "PH" label at 218 Washington Ave. and posting her blog post on Instagram, Jones said she’s received several messages and calls from other luxury brokers in the area who said they plan to adopt it in upcoming developments.
Jones staged the penthouse, using a design that she said blended clean lines with soft curves and tactile materials. Most items were newly sourced. Vintage items came from her family’s shop, F.O. Bailey Antiquarians, including an antique horse sleigh bell and a wooden ladder that she juxtaposed with a modern desk.
“This isn’t about being flashy,” she said. “It’s about helping buyers recognize quality, and about making sure Maine’s finest properties show up the way they deserve to.”
Founded in 1819, F.O. Bailey Real Estate offers service across residential, commercial and luxury markets.
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