Feng Shui Focus – MBK Homes taps into Asian home buyer demand with targeted marketing and design.

FENG SHUINov 12, 2012

Rick Fletcher is really, really happy that MBK Homes decided not to name its Gardena, Calif., townhome project “Four Gardens.”

“If we had, I wouldn’t be talking to you today” about how successful the community is, says Fletcher, vice president of sales and marketing for the Irvine, Calif.–based builder.

The word for “four” in Chinese sounds similar to the word for “death,” so it would have been the equivalent of calling it “Death Gardens” to many Asian buyers, Fletcher explains. Many assiduously avoid the number, to the point where they won’t consider buying a home with a four in the address, much less in the community’s name, he adds. Read more…

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