People live in a "home" or it is their residence regardless whether these are mansions or apartments.
People don't live in "units" which technically is a measurement. Too often in verbal presentations from receptionists to marketing departments, apartments are referred to as "units".
Word usage often trickles down the organization and when people hear upper management use words, they may adopt its use in their vocabulary as well.
I've heard CEO's use the term 'at the end of the day' and listened to how this phrase permeated conference meetings and discussions. Another CEO would say he wanted us to "noodle it around" before making a decision. While I envisioned a plate of pasta ....maybe I was hungry; this also was quickly adopted as CEO speak.
"Units" may be used by architects designing a building but for discussion with potential residents opportunities to use terms conveying a residential flavor is far more desirable.
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