Welcome back to The Brokerbabble Glossary, where we take a word or a turn of phrase that seems to show up in an unreasonable number of listings and decipher its true meaning. If you have any ideas for us, send them to the tipline. Today's phrase: Will Not Last.
The paradox of saying that an apartment Will Not Last is that if the apartment truly Would Not Last, there would be no need to say anything about it. You would simply list it, describe all it has to offer, include a few pictures, and then it would fail to last all on its own. Essentially, the whole Will Not Last schtick is part of a larger rental brokering school of thought, the basic strategy of which is to trick people into renting apartments without thinking it through. "This place has walls and a toilet—WHAT ARE YOU WAITING FOR? SIGN THE LEASE. DO IT DO IT NOW SIGN IT." Works every time.
Yeah, everybody is just dying to live in a two-bedroom in Midtown for $12,000/month.
No one can resist the talking fish.