Our Language
Words matter.
At Paramount, we believe the language we use shapes the experience we create. That’s why you won’t hear us say “landlord” or “tenant” in conversation.
These words imply a hierarchy that's outdated - the word 'landlord' goes back nearly 1000 years to Britain's feudal system. They don't represent how things are today.
Instead, you'll hear us say "owner" - the person who owns the property, and "resident" - the person who calls it home. We think these words better reflect how we approach letting property. The only way to do this right is to consider the experience of everyone involved, no matter where they are in their property journey.
You'll see these words across our website, well, basically because they're the current norm and we want our communication to be clear. But once you start working with us you'll quickly notice the shift!
And of course, around our office you'll also never hear us say 'vendor'. This is a common term in our industry that's used to refer to a person selling their property, but let's be honest - it's cold and impersonal. Instead, we use "seller".
By focusing on shared goals and mutual respect, we ensure that everyone involved has a voice. It’s not about who's in charge; it’s about creating positive experiences for everyone in the process!
