Rebranding the Penthouse Label in Portland, Maine

Rebranding the Penthouse Label in Maine: A Subtle Shift with Big Impact
By F.O. Bailey Real Estate’s Lauren Jones

I’ll never forget my first week in New York real estate. I had just joined Toni Haber’s team as her executive assistant—picture Devil Wears Prada, but for penthouses. Toni wasn’t just a top broker; she was the penthouse specialist in Manhattan. While organizing her mailing list, I kept seeing “PH” in the addresses. I had to ask what it meant, and she looked at me concerned like, “How do you not know this?” That moment stuck with me.

Lauren in 16 West 19th Street, PH in 2017

In New York, penthouses don’t just sit at the top—they stand apart. They’re often labeled with a simple prefix: “PH1,” “PH3,” “PH53.” It’s clean, clear, and instantly recognizable, especially to buyers who understand the value of top-floor living. After years of selling in New York, that naming convention has become second nature to me.

Now that I’m back in Portland and working on a new development project, I realized something: while we do call top-floor units “penthouses” here, we don’t carry that over into the unit identifiers and addresses. All listings still show traditional unit numbers—Unit 5, Unit 302—even when the property is positioned, styled, and marketed as a penthouse.

So, I’m making a small change that I think could have a big impact.

For the two top-floor residences in this development, I’m introducing the “PH” label before the unit number for the Maine MLS. It’s a subtle shift, but one that signals elevated living and aligns with how high-end buyers from larger markets are already used to searching. In markets like New York or Miami, “PH” is a cue. It’s how buyers filter, search, and find the best. Why not give them that same experience here?

Lauren in the sales office of 111 West 57th Street, also known as "The Staircase to Heaven".

Portland’s market has grown, and our city continues to attract attention from out-of-state buyers—many of whom are coming from places where this labeling is the norm. I’m excited to see if this catches on.

It’s not about being flashy. It’s about clarity, intention, and meeting the market where it’s heading. And if this small detail makes it easier for the right buyer to find the right home, then that’s a win in my book.