Author: Stacey Feeney

Brand for Differentiation: A Case Study of Paragon Ranch

Written by Stacey Feeney on November 3, 2024. Posted in All Articles, Branding. No Comments on Brand for Differentiation: A Case Study of Paragon Ranch

Being able to brand for differentiation can be used to your complete and full advantage—if you know how to wield it. For Zipcode Creative client, Paragon Ranch, it was vital to find a way to serve up differentiation to attract the right residents. It came in the somewhat-unlikely form of pickleball (the fastest growing sport in the U.S.)

Paragon Ranch is a newly launched multifamily development just outside of Cincinnati, Ohio. It’s attracting prospective residents who want to lead a more elite lifestyle, in a way that is attainable. So finding outside-of-the-box recreational amenities to offer, like pickleball and golf, was a good way to create interest and demand.

Follow along as we walk through the ways high-value experiences can create brand differentiation (and how), especially at Paragon Ranch.

Background and Context

ABOUT PARAGON RANCH

Paragon Ranch is the first new build of its kind in the area in a decade. It brings exceptional service and is targeted to both young professionals and empty nesters. Being located close to the city and to nature allows residents to find a good balance between work and play.

The goal of Paragon Ranch was to create a spacious, sanctuary-like living experience to get away from never-ending home maintenance to-do lists and pressing work deadlines—to focus solely on leisure.

TRENDS IN MULTIFAMILY AMENITIES

Unique amenities are popping up everywhere. Pickleball, which used to be the domain of senior living offerings, is now becoming much more popular in conventional communities. The active tennis-badminton sport is suddenly resonating with a younger, more diverse audience—including the young professional audience that Paragon Ranch was working toward capturing. Golf is also popular with the younger set, and Paragon Ranch’s amenities feature a golf simulator, as well.

LOCATION ANALYSIS

Given Paragon Ranch’s location, between plenty of outdoor recreational adventures, it’s able to draw a demographic that’s focused on sports, and values both outdoor activities and social experiences. Pickleball can’t be played alone—so creating the opportunity for teamwork and physical activity was an ideal amenity offering.

Research and Strategy

Of course, what good is an amenity if you’re not sure how it will land with the ideal residents?

INSIGHT GATHERING

By gathering research focused on the local demographic and their interests, we were able to help Paragon Ranch inform the branding. We specifically discovered a heavy local interest in (and passion for):

Sports
Recreation
Golf
Outdoor activities in fair weather

Taking each of these and lining it up with the community brand’s goals and messaging was a surefire way to give the people—that the community wanted—what they want. We used research to our advantage, and it helped form the ideal resident profile we could more closely target. With more data and knowledge, comes better strategy and improved differentiation.

IMPORTANCE OF IRP (IDEAL RESIDENT PROFILE)

The IRP shaped every bit of our branding efforts—knowing what kind of voice would resonate with them, identifying what priorities needed to be, and what kinds of values would make sense to reach the IRP. Making sure the branding worked with the prospective residents’ preferences and lifestyle aspirations (relaxation, outdoor activity, social time) helped us guide the amenity offerings and focus the messaging around what would be most vital to the community’s success.

LINKING STRATEGY AND DIFFERENTIATION

As we’ve noted before in other blogs and posts, competition is fierce out there in the multifamily world. Crafting a way to differentiate your brand is the best set-yourself-apart strategy we can think of.

By using pickleball as an amenity focus (aligning with the IRP’s priorities and desires) we’re helping place Paragon Ranch top-of-mind for prospects. It’s not common for communities to place a pickleball court front and center in their lineup of offerings. But that’s how Paragon Ranch is going to stake its unique claim.

Brand Development and Concept

VISUAL AND VERBAL CONCEPTS

Based on a country club experience with amenities on par with something exclusive and sporty—the core of the brand gets combined with accessible distinction. By creating refined and aspirational messaging focused on outdoor options and sport-related amenities, Paragon Ranch was crafted to attract sports and outdoor enthusiasts.

Visually, the fonts recall an old school sport uniform script. The logomark echoes the lines of sport courts. The stock photos use pickleball as a focal point. Everything about it says: active and luxe-lite.

The brand voice itself used some aspects to steer clear of too-casual or silly of a brand voice. By using brand attributes like “timeless” “connected” and “optimistic” the brand voice could stay grounded and have wide appeal, but still offer a professional and engaging tone. This gave a sense of the quality of lifestyle that residents could look forward to at Paragon Ranch.

FUTURE EXECUTION

As for implementing these brand identity elements, Paragon Ranch hasn’t yet opened for pre-leasing, but is expected in 2025. When pre-leasing begins, telling the full brand story and using every (branded) visual at their disposal will help them enhance their differentiation.

For example, for every marketing channel, there’s a way to weave in that “elite” sporting theme. From pickleball tournament resident events to golf gear giveaways for new leases signed, the strategy options are endless.

Paragon Ranch is paving the way with multifamily branding with recreational amenities as part of its core identity. By using a brand strategy to attract residents that want what they offer, they’ve set up their community to stand out in the market.

Multifamily Brand Activation

Written by Stacey Feeney on October 28, 2024. Posted in All Articles, Branding. No Comments on Multifamily Brand Activation

A brand gets built, and fully developed to set a property apart. But what happens if it’s never put to work, and activation happens too late?

Brand activation is crucial to drive engagement and create a successful leasing machine in multifamily. If you don’t allow space and opportunity for a brand to connect with its desired audience, the value prospects place on your brand won’t be strong or stable.

Instead: create a marketing strategy that builds up your brand’s image and encourages your prospects and residents to take action. Brands today often have fewer physical touchpoints. Activating the brand early brings it to life, creating brand awareness for your prospective residents.

There are six key disciplines within brand activation worth exploring. Keep reading if your brand is “ready to connect”.

When to Activate Your Brand

Marketing teams shouldn’t wait until the last minute to activate their brand. Brand activation should be part of the equation from the start. Historically, maybe you did “fine” in the past without pre-leasing so early—but what worked before might not keep working in your favor.

EARLY ACTIVATION FOR NEW CONSTRUCTION

When building a new ground-up development, that community’s brand activation should be integral from the beginning, with brand development occurring 18-24 months before the first units are delivered.

For example, once the brand is established, create an interest list landing page (“Interested in living at Palms Place? Drop your email here, and you’ll be the first to know when our units are ready to lease!”). Then begin driving traffic to it through all forms of brand activation—see the next section.

WHY ONGOING ACTIVATION IS KEY

Lease-up period calls for activation. But after the lease-up hits your goals…deactivate? No! Don’t ever “deactivate” your brand. While your occupancy may be high, failing to continue to activate your brand through various channels can lessen your “top of mind” status for your residents and prospects. When a brand is at the top of a list, that’s the worst time to rest on your laurels. Continue marketing and maintaining brand awareness for prospects—it’s the best way to keep occupancy up.

The Six Disciplines of Multifamily Brand Activation

#1 COMMERCE MARKETING

How a company goes about generating commerce is commerce marketing—making the connection between the product (apartment units) and sales (leases signed).

How can you achieve this with multifamily communities?

Online, activate the brand using the community website. Align it fully with your brand’s visual and verbal identity, and make sure that it’s consistent across channels so your prospects recognize and trust you.

In person, activate the brand in the physical spaces of your community with branded signage, interior design/art, and printed collateral. Your move-in guides, welcome packets, and clubhouse lobby should all feel cohesive. (This is where your prospects are deciding whether to sign the lease.) And if you’re under construction, fence banners, leasing trailer banners, and “Coming Soon” signs near intersections are all part of it!

#2 CONTENT MARKETING

The best way to be top of mind for your prospects is through proving your usefulness. Engage your prospective residents with content that they want to have. This could look like tips on moving, furnishing small spaces, how to keep up with a young professional lifestyle, and plenty of neighborhood “hit lists”.

Brands that feel more relevant to their target audience have likely created useful content. This can be accomplished through timely blog posts, creative social media, and email newsletters. If you want your brand to be sought-after, make yourself useful.

(Likewise, if you want your brand to be recognizable, be consistent across your channels with brand voice and tone.)

#3 EXPERIENTIAL MARKETING

“And how did that make you feel?” is no longer just a line reserved for therapists addressing their clients. It could now appear in a post-marketing experience survey

Create events that prompt residents and prospects to take action. When residents can interact with the brand through an in-person community event, your brand has the opportunity to make a lasting impression.

By hosting neighborhood pop-up events (like a volunteer sign-up fair for local nonprofits!) you can show off the community’s friendly, neighborly spirit. Other ideas, like fitness classes or food truck gatherings can bring your community together and create a stronger feeling of connectedness. If community is part of your brand, plan to prioritize these types of events.

P.S. Bonus points if it’s “instagram-worthy” with decor or giveaways—that could get you more traction with the next brand activation tactic.

#4 INFLUENCER MARKETING

While this idea of “influencers” is a bit polarizing, it’s still a way to connect on an emotional level with your prospects and residents—because it’s deeply human.

Real residents can be your brand advocates. By using their testimonials to make content, you can step to the side and let their experience speak volumes. Choose your most loyal, satisfied residents to help you with this.

Pro-tip: Try partnering with Rentgrata. They enable residents to share their experiences directly with prospects. Creating transparency and access is a huge step toward trust and loyalty (and future brand ambassadors).

#5 PROMOTION MARKETING

Everyone loves a deal. Costco gives out samples. Grocery stores mail coupons. B2C companies create sweepstakes: “Win a $15,000 home makeover!”

But how can multifamily brands better activate using promotions? Time it right. Create incentives and special offers that promote your community before you think you need to. Use promotions to activate earlier and with more frequency. For example, for pre-leasing, drive urgency: “If you’re the first to reserve a new unit, you get a $150 gift card!”

Again: everyone loves to get more for less—so if you create a promotion, try it through multiple channels and see what sticks. This could be time-based (lease by the end of October and get one month free rent!) or referral based: “Tell a friend, and get a $200 gift card when they sign a 12-month lease.”

Run the promotions through direct mail, social media ads, email campaigns (or newsletters) and through digital display ads.

Generally, once your promotion has run its course, your prospect should feel happy enough with the value they received that they will want to stay. The promotion is the way to get them (or their friend) in the door.

#6 RELATIONSHIP MARKETING

The human element of marketing cannot be underestimated. Your leasing agents are the bread and butter of your brand—the original brand ambassadors.

Each interaction, each phone call, each tour—they all add up into a total brand experience. Every positive interaction with a prospect is an opportunity to build up your brand on a human connection (sometimes in person) and solidify in actuality the culture you’ve built in theory.

This looks like: training leasing staff to understand your mission, vision and values—particularly as it relates to customer service, and personal touches during tours, follow-ups, and resident events.

How to, Really: Multifamily Brand Activation

What does multifamily brand activation look like in the real world? It’s likely less complicated than you think.

An excellent brand + marketing strategy = brand activation

For example, an urban luxury community could create a pre-leasing landing page and set up a targeted influencer campaign at the same time. Create a brand, then create buzz.

Or, a community in the suburbs might focus on experiential marketing through hosting monthly resident events. By showing off their resident events on their website and social channels, it helps residents feel connected through the events and develops excitement for prospects.

Brand activation should be continuous. Just as you wouldn’t (or shouldn’t) take too long a pause from updating your social media feeds, you shouldn’t assume that your brand will remain top of mind without consistent marketing. Continue to engage prospects and residents so your brand maintains its status and keeps your leasing pipeline running smoothly.

If you’re not sure which brand activation method to choose—or you have something in mind but don’t have the time or energy to get it done—reach out to Zipcode Creative. We’re happy to help you create a tailored brand and leverage your marketing strategy to activate your multifamily brand.

Brand Awareness for Multifamily Communities

Written by Stacey Feeney on October 20, 2024. Posted in All Articles, Branding, Marketing. 1 Comment on Brand Awareness for Multifamily Communities

Brand awareness for multifamily is tough. How can you measure it, exactly? Sure, residents may mention your community or brand by name in reviews or social posts, but even then it becomes difficult to get accurate data. Insights from experts, like our friends at Widewail, can provide insight on the number of times a brand name is mentioned; however, it may skew toward the negative, when a person is more likely to leave a specific review. That doesn’t paint the right picture, necessarily.

Running a brand awareness ad campaign is possibly another option—but beyond showing clicks to the website or a number of scheduled tours, it doesn’t tell us about:

Previous brand awareness
If the ad campaign helped make a long-lasting impression and create brand awareness
Brand perception—if a person became aware of the brand (will they take action? Become loyal?)

Let’s dig in and see what we can control and track for better results for brand awareness in multifamily.

Brand Awareness Types

There are multiple types of brand awareness. Brand recall, brand recognition, and top-of-mind brand awareness. Breaking it down even further:

BRAND RECALL

Brand recall is essentially the percentage in a given number of people that can actually recollect your brand. This is step number one in putting your brand on the map. It’s typically determined by a survey that goes out that asks, “Have you seen or heard of this brand before?”

Brand recall is helpful particularly in comparison with competitors. If prospective residents have heard of a property management company brand before (“Oh, I’ve seen their management signs outside my friend’s apartment!”), they may be more likely to explore living in that community. You may not be a known quantity to them in the truest sense, but they’ve heard of you or seen you.

Brand recall example: A resident seeking a dog-friendly apartment in Sarasota recalls your brand after seeing an ad that talked about your pet-friendly amenities.

BRAND RECOGNITION

Where brand recall is about remembering, brand recognition is…recognizing a brand through its color, logo, shape, or other attributes. When placed next to another similar brand, those who recognize your brand know the immediate difference.

Again, the better the brand awareness—in this case, brand recognition—the better chances you have at being “chosen”.

Brand recognition example: A prospect sees your signature green logo and immediately thinks of premium amenities. (Bingo!)

TOP-OF-MIND BRAND AWARENESS

When I say facial tissues, you say “Kleenex.” To most, there’s almost no competition for that kind of product. Kleenex is now the term that has replaced the idea of facial tissue. Similar to Band-Aid, Chapstick, Jell-O—the terms are synonymous with the entire market they’re in.

Similarly, when a brand has incredible top-of-mind brand awareness, it’s a snap to think of the name when prompted. It’s similar to being the mental #1 in the list of possibilities for a specific industry or service. That’s a good place to be.

Top-of-mind example: At the very start of their apartment search, a prospect types in your apartment community name.

Boost Brand Awareness with Brand Development

Getting strategic with brand development can improve brand awareness and turn brand perception of your multifamily brand positively. The strategies below should be used to help bring your brand awareness levels up and away:

KNOW YOUR RESIDENT (IRP)

Your ideal resident profile (IRP) is the key to unlocking the strategy. Know their needs, their lifestyle, their preferences, then create a brand identity that will “jive with their vibe.” If you’re trying to reach young professionals, for example, you might focus on what your nearby nightlife offers and whether you have remote work spaces available in your building.

ALL ABOUT LOCATION

You can’t pick up and move an apartment community—it’s tied to where it is geographically. So, make sure the branding fits in with what’s going on around it. If you’re near a large hospital or tech hub, for example, consider focusing on easy commutes. If you’re close to many recreational spaces, show how your campus connects with walking trails and nearby parks and keep an active resident in mind for your brand. Or, better yet, if you’re close to the ocean, talk about the views and the beach access.

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DIFFERENTIATION

Ooh, one of our favorite words. And an excellent part of a brand strategy. What makes you special and different will set you apart. Highlight it (as long as it’s good). If your differentiation includes how you solve some common prospects’ problems (hey, a pickleball court—or an on-site remote work area) you’ll come out head and shoulders ahead of the competition. If you’re in the middle of Portland, OR, you know the foodies and the eco-conscious abound. Work towards creating a brand that prioritizes earth-friendly finishes, activities, and partnerships—and show it off.

Strong Branding Makes Better Brand Awareness

You’ve got some strategic moves up your sleeve, so get ready for advanced brand awareness. How?

Thoughtful Design

Resonate with your resident by using logos, color palettes and other visual identity elements that will help jog their memory. Over time, your brand can be recognized through its typography, colors, and general style—just from a sign or an ad.

Purposeful, Pointed Messaging

What you say matters as much as what you show. If you’re clear and align your brand with the audience you want to reach, you’ll be able to connect on an emotional level (like speaking straight to their heart).

Multi-Channel Cohesion and Consistency

Lather, rinse, repeat. If you do the same thing, show the same colors, speak the same way across your channels, you’ll show up consistently and predictably. This creates trust. Trust creates confidence. Keeping your brand promises creates loyalty. With consistency and a well-crafted marketing and branding strategy, you can become top-of-mind for the prospects you want. (Kind of like a song that’s so catchy and plays on the radio all the time, you can’t help but sing it even when it’s not playing.)

P.S. When we say “multi-channel” we mean digital, social, print, and ads. And on-site signage, too, of course.

There’s far more to brand awareness than just the scattershot approach—if you have a big ad budget, awesome. But even if you have loads of money to spend on marketing and advertising, if your brand is flat, you may never take off and reach that coveted “top-of-mind” placement for your IRP.

Go beyond the ads. Start with branding well. Then stay the course to connect deeply with the prospects you want to attract. Call us up, email us, message us—we can help you find the brand development package that will work for your community.

Empty Nesters: Branding for Resident Personas

Written by Stacey Feeney on October 16, 2024. Posted in All Articles, Branding, Marketing. No Comments on Empty Nesters: Branding for Resident Personas

The most common resident persona in multifamily is the career-focused, non-homeowning young professionals. But don’t forget about those who just launched those young professionals into the world: empty nesters. This group of renters are the second most targeted group for apartment living.

Knowing the purchase habits, preferences and ideals of a specific demographic can help you understand and cater to empty nesters for your apartment community as you tailor branding and marketing.

Who Are Empty Nesters?

Empty nesters are individuals who have children that have left home to go on to school or careers and live their own lives. Empty nesters are typically 50-65 years of age, with early 60s about the average.

This group is extremely diverse, from younger empty nesters whose children have left for college, to the older ones that are closer to retiring. Depending on the generational trends, whether they’re Baby Boomers or late Gen X, they have differing values, lifestyle preferences, and financial means and priorities.

EXAMPLE STATS

There were two groups of empty nesters that we explored for these statistics, and while they have some items in common, their age, hobbies, and values varied a little.

For Group 1:
Age: 60-64
Household income: $75-100k
Household size: 2 people
Common leisure activities: Pets, mall shopping, music, sports, retail.

Home Values and Priorities: Like to stretch their money, and obtain information and news from TV channels and TV shows. Enjoy fast food and fast-casual restaurants.
College education: ~35%

For Group 2:

Age: 65-74
Household income: $75-100k
Household size: 2 people
Common leisure activities: Yoga, golf, running, grandparenting, dogs, food, music, traveling.
Home Values and Priorities – Staying active and healthy; are retired, or nearly retired. Appreciate amenities that help them maintain their health and activity.
College education: ~41%

Empty Nesters in Market-Rate Apartments vs. Senior Living

NOT SEEKING OUT SENIOR LIVING

But which of these empty nesters prefer age-segregated living? Many don’t see themselves as seniors and aren’t ready to dive in the early-bird specials and senior discounts at Denny’s. They’d rather seek out market-rate apartments that offer amenities that align with their modern, active lifestyles.

While empty nesters may be downsizing, they aren’t likely ready to stay at home and have it all “in one place.” Their sense of adventure, hope for regular activity, and penchant for travel might be dampened by a spot that’s specifically for seniors. Empty nesters would rather have flexibility—they’d like an apartment community that supports their lifestyle that’s in an in-between phase that brings access to vibrant, walkable neighborhood amenities.

WHY MARKET-RATE FOR EMPTY NESTERS?

Empty nesters are still an ideal target for regular (market-rate) apartment marketing. Empty nesters still have a significant population that is younger than 55—they aren’t even eligible for age-specified communities. After owning a home, they may be ready to move on from consistent home management and maintenance to simply renting and enjoying closeness to the bustle of the city (now that they don’t necessarily have to hustle). Plus, they pride themselves on their still-active lifestyle. Instead of days filled with puzzles and herbal tea, they are more into pilates and boba. Staying up and moving is part of their day-to-day, and they’re not about to release that aspect of their youthfulness.

The Importance of Branding for Empty Nesters

TAILORING THE BRAND

It’s one thing to brand an apartment community to reach young professionals. It’s quite another to also attract another demographic of empty nesters. Tailor your brand and marketing to empty nesters by staying aware of their preferences, positioning your amenities to attract them, and showing off the highlights of your neighborhood. And, as the multifamily space becomes more and more competitive, it helps your community stand out when you can appeal to another demographic—especially one that’s growing, as more Baby Boomers and Gen Xers become empty nesters. So: tailoring your brand to appeal to their values of quality, comfort, and simplicity can help guide the way you brand and market your spaces.

UNDERSTAND THE PERSONA

Developing your brand should stem from the ultimate goal: reaching the target audience. And if you know you’re attracting empty nesters, it’s best to understand that group of people. Bring in data points and statistics to inform decisions about the overall brand development.

For example, incorporate their preferences for:

Modern amenities
Smaller, but upscale spaces
Walkable communities
Convenient locations near urban centers

Highlight each of these amenities and offerings in your marketing, and ensure it’s part of the perception of your overall brand. Talk about it, show it off, and highlight it on any tours, whether virtual or in-person.

Apartment Branding Strategies to Reach Empty Nesters

GO BROAD

A broad branding approach can help you appeal to empty nesters. In design, go conservative, but modern. A simple and timeless set of aesthetics can show a side of sophistication while also highlighting the practicality of your community.

Because your target audience is hyper-focused on staying young, it makes sense to appeal to their desire to cling to youth and activity. In your messaging, focus on the themes of active living, convenience, and a lifestyle that’s far more maintenance-free than before.

In addition to a life that’s maintenance-free, it’s also extremely flexible and has a sense of freedom. Because so many empty nesters enjoy traveling, you can focus on how easy it is to live in a space that doesn’t require yard care, trash pick up and plenty more.

In terms of amenities, think carefully about what you offer—empty nesters will be more satisfied with amenities that feature quality over quantity. High-tech amenities like smart features and keyless entry are less likely to appeal than a really nice dog park, for example. Go quiet and upscale rather than trying to offer several amenities that aren’t top notch.

CONSIDER BRAND VOICE

Your brand voice is another aspect that can either attract (or distract) from your community. Find a way to balance your brand voice, with an optimistic but not too trendy use of words and style. By talking about your property as the “next chapter” it feels like that natural next step (without mentioning retirement, per se.) Most of all, you want to offer and provide ease of living—rather than inactivity, a life of chosen activity and hobbies and access to everything residents desire.

Empty nesters are a key resident persona—and it will help set your community up for success if you take note of their preferences and desires. By knowing their needs, you can fulfill them. By understanding their lifestyle (budget, spending habits, and hobbies) you can create a brand that will blend seamlessly into the life they’re envisioning after their kids have “flown the coop”.

In crafting your brands—reflect the demographics you want to reach, or adjust your branding to attract and retain the empty nesters that are becoming a growing percentage of the renting population.

Branding by Zipcode Creative – Ask the Founder

Written by Stacey Feeney on October 7, 2024. Posted in All Articles, Branding. No Comments on Branding by Zipcode Creative – Ask the Founder

For Stacey’s birthday, we flipped the script—and decided to let you in on a round of Ask the Founder!

Making a living at being creative isn’t just about knowing color palettes—but running Zipcode Creative is truly a labor of love, finding what works and what doesn’t both with visual and verbal branding as well as within the realm of multifamily.

We do things a little differently. Because our brand founder and creative director Stacey Feeney, takes a different approach. So we picked her brain as our gift to you!

What are your all-time favorite brands? Why?

Stacey: Two come to mind.

Subaru. I love the culture they’ve created around their vehicles. They are THE outdoor adventure car. It’s a movement, really. Mostly, they’ve done a great job of identifying their ideal customer and tailoring their brand and marketing to speak directly to that person. The thing is, they are not the most rugged off-roading vehicle brand and their features really put them in a higher class, but they’ve made a reputation for themselves as being the must-have brand for the outdoor enthusiast. I recently moved to Colorado and sure enough: I go on a hike and 80% of cars in the parking lot are Subarus. I also have one, so I guess it worked on me, too.

Secondly: Kimpton Hotels. I’ve consistently been drawn to Kimpton hotels whenever I travel. They do such a great job of branding the experience through thoughtfully curated interior design that extends into branding. Their features, amenities, and design make you want to stay and spend time in the hotel—more than just using your room as a place to lay your head after a day out on the town you’re visiting. Multifamily can learn a lot from looking at this adjacent industry gem.

What creative work do you do in your own time?

Stacey: I often develop brands for either pro bono/charity work, friends and family, or occasionally we will take on a client outside of the multifamily industry just to bring variety into our day-to-day and keep our creativity flowing. Variety spices things up—we get this through taking on a plethora of project types. For example, I recently created a brand for my cousin—she’s starting a food truck business in Indiana: loaded baked potatoes! My favorite bit: All the clever plays on her name: “Taylor”. Tay’s Tayters is the business, but there are a bunch of fun brand voice additions—see if you can spot them all!

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Other pro bono projects we’re currently working on:

Creative for the Multifamily Mentor Matchmaking group’s new website in partnership with Resi
Branding for Project 29:11’s “Community Building Through Community Giving” program.

How do you stay up to date on trends and stuff?

Stacey: Looking both outside of the industry and within is important for this. Hospitality is a great place for me to start because it’s extremely similar to multifamily, and is an adjacent industry, really. I love keeping an eye on hotel brands because the experience and offering are very much the same, but length of stay is the main difference (short-term vs. long-term).

But: even outside of industries similar to multifamily, like hospitality, it’s good to see which brands our ideal residents engage or identify with. For example, the adventurous or outdoorsy type of persona might resonate with Patagonia, North Face, Subaru, while the health-conscious may be drawn to Whole Foods or Lululemon.

In my day-to-day, Pinterest is a big part of staying up to date for me. It’s a classic, tried-and-true place to see trends and then document them in boards to help my team see the vision.

In your opinion, what’s the biggest challenge in brand development?

Stacey: First challenge is the educational piece.
We always want to make sure clients understand what branding really is (so much more than a logo!) The verbal identity is particularly difficult to grasp at times, because it’s not something that feels tactile or visible in the same way that typography, textures, and palettes do.

My team and I work really hard to produce content all year long that helps educate and shed light on branding: what it is, why multifamily needs it, and the benefits of a well-crafted brand.

The second challenge is strategy balance.
Doing the work in research and deep discovery then strategizing on brand positioning for the right audience…it’s all super important! Yet the thing that makes this the most challenging is when stakeholders have strong opinions that end up trumping our expert advice backed by the research we’ve done and the strategy we’ve developed. It’s always finding the right balance of pleasing owners and stakeholders while also ensuring we are positioning the brand to target the right customers.

The definition of success for us is working with you so you’re happy and your brand works.

Where do you find creative inspiration? What’s the strangest thing/place you’ve drawn inspiration from?

It’s funny how many random things can spark inspiration for me. It could be anything really. Sometimes I get inspired by fashion brands, sometimes it’s car commercials, but usually it’s the most random little detail I come across in my daily life. Lately I’ve been taking photos of the various moss/growths on rocks when I’m on hikes because I love the natural color palettes I find there (and in nature in general).

What’s the most valuable lesson you’ve learned over the years as a founder and creative director?

As a brand founder I’ve learned how to multitask really well. Ha! But also that I need to delegate because I can’t do it all. So: hiring good people that you can trust.

I’ve also learned that just because it’s an industry norm or a business standard process doesn’t mean it’s the right fit for me and my company. I am always asking questions and soaking up advice like a sponge from a variety of sources, but at the end of the day I get to make the calls and I often find myself doing something outside of the box because it feels right for me and how our clients experience us.

As a creative director I’ve learned not to take it personally when a client selects artwork that isn’t my own favorite concept or option. Ultimately, creative choice is subjective. This also goes back to one of the challenges I mentioned previously: Finding the right balance between what we believe will resonate best with the target audience and what the client wants…and what I personally like!

Branding an Apartment Community – A Day in the Life

Written by Stacey Feeney on September 30, 2024. Posted in All Articles, Branding. No Comments on Branding an Apartment Community – A Day in the Life

Come along for a little “day in the life” in which we brand an apartment community. First things first: A little caffeine. Then it’s creative juices and collaboration to the max. Our client makes the first move with…a brand questionnaire.

1. Brand Questionnaire

The Brand Questionnaire is the best way of introducing the brand to us. You fill in the information, and it’s one handy place to see everything you know about your community, location, and your audience.

We’ll ask the facts, figures, goals, and details of the property and of your brand. We’ll seek out inspiration from you through the target residents as well as positives about the location of your community. History, location, and the way you are the solution to a problem all come together to inspire the next conversation.

2. Creative Kick-Off Call

REVIEW BRAND QUESTIONNAIRE

We’ll take some time with you and kick off the branding process by reviewing what you’ve said. Sometimes it’s about clarifying something you’ve noted, and other times, it’s just way more fun to have a real-life conversation. So much is revealed when we just sit down to chat about your brand.

MAJOR DOS/DON’TS

Then, we’ll check in with some deal breakers. Can’t do orange in the logo? The owner “needs” to see a concept with XYZ in it? We’ll note it and use it. If you have red flags and major dos or don’ts, now is the time to tell us!

3. Research and Discovery

Now that we know the client’s hopes and dreams for your community, we commence the research portion!

Depending on the level of brand package chosen, we go in depth in varying degrees. For our premium level brand package, our learning and discovery is in depth to the point of persona research, competitor comparison, location analysis, and plenty more detail that gives us the ultimate insight into the current landscape and the clientele that will be most interested in living in our client’s community. Wondering about those details?

We look at:

Demographics
Geographics
Psychographics
Buyer Behavior
Generational Data
(Probable) Customer Journey
Location Offerings
Competition

Each of these serve to give us a full picture of the way your community will solve a problem, beat the competition, and reach ideal residents.

4. Naming

It’s worth noting that, of course, none of this is done in a single day. But we wanted to walk through the process to show exactly how much data and details go into every brand we develop for our clients. It’s very likely that on any given day, a member of our team is working on one of these steps!

As creatives, we have to be feeling the creative juices. It can take some time to feel inspired. Sometimes we have to switch up the mood and location to find that inspiration. While it’d certainly be cool to be able to name an apartment on demand or at our client’s command—it’s not always possible.

But we take the details and data, and follow a process, and work through those creative blocks with a walk (probably to the local coffee place) or a tiny dance party. (Our mixtape playlist for your listening pleasure)

Naming an asset is a tricky one. But it’s so cool when we nail it and the client loves it. It’s worth every moment spent agonizing over spelling, inspiration, and research.

PROCESS

We brainstorm. We throw it all against the wall and see what sticks. Meaning comes first. Then: We consider the ideal resident, the type of community, the surrounding area’s vibes and history, the style of the building, surrounding street names, and local flora and fauna. We take it all into consideration, and find something that balances meaning and originality pretty darn well.

VIABILITY

Speaking of originality, we have to see if the name is as original and creative as we thought (think: success instead of cease-and-desist letters). We cross check your name with a:

Business name search
Trademark registry search
URL search
Social media handle search
General Google search (we don’t want to name your place after a men’s hair loss cream

Too much competition = confusion.
Too difficult to spell = also confusion.

We ride the balance and find you something that works (and that you’ll be excited about)!

5. Strategy

Then, we take all of the above, add it to a magic 8-ball, shake it up and see what we get.
Absolutely not, nope! It’s strategy time. That research, the brand questionnaire, our conversations in the kick-off call, all serve as a stepping stone in the brand strategy.

Plus: we take the facts and details about a community to tailor that strategy. We consider the community’s:

Interior design plans
Architecture plans & finishes
Amenity package

…and develop the perfect meld of every factor to create a brand strategy that will speak to the identified ideal resident.

6. Logo Design

Strategy is set. We know the direction we’re headed. Time to create the face of the brand: the logo.

The logo serves as the first impression, and holds a lot of weight. We do say “The logo isn’t everything.” But: It is something. It’s meant to evoke emotion and give insight into your brand’s personality. A strong logo is based on strategy—and helps push your identity forward with colors, shapes, typography, and imagery, all combined into one.

The other bit that’s important about logos: Brand recognition. Without the golden arches, it just wouldn’t feel like McDonald’s. Without that classic swirly typeface, it just isn’t quite the same Saks Fifth Avenue.

Read more here on logo design from start to finish.

7. Visual Identity

And the Oscar for Best Supporting Actor goes to: VISUAL IDENTITY! Each of the pieces of a brand’s visual identity are visual cues that become memorable to the prospects and create brand recognition. We’re talking: colors, design elements, and imagery.

COLORS

The color palette for branding apartments is far more important than one might believe. Use color psychology to your advantage, noting what each color can mean and how they work together as a group. We like to look for inspiration in the surrounding areas, in the architecture, or possibly even some of the art that will be on display at the community.

DESIGN ELEMENTS

Typography, shapes, patterns, textures, all come together to create the branding’s back-up. Every new choice and addition should work in tandem with the selections made so far.

IMAGERY

Using a combination of stock photography and professional architectural photography, we can create an entire vibe with a set of images. It’s similar to creating a vision board—aspirations for what your brand is and can be.

WHY IT’S IMPORTANT

What prospects and current residents see is vital to your brand. It should align in truth with who the brand is—because every perception they come away with is like a tiny promise that you should be keeping.

The visual identity we create is made strategically to speak to the right audience. Every choice is a conscious one. Because we’re so passionate about getting it right, we create three sweet visual identity concepts (at minimum) to help you hone your desires for the brand. We know that seeing examples can help you focus in on what you want and don’t want, so having more than one choice is the best way to move forward. Kind of like at the optometrist:

Better 1
Or
Better 2?

8. Verbal Identity

You didn’t think we’d end there with our work, did you? Of course not. Brands need a well-crafted verbal identity, too. Do NOT skip this.

Every factor we’ve already discussed comes into play for the verbal identity. The meaning behind the message. The context behind the content.

Who – If you know who you’re talking to, things get a lot easier. We create a particular Ideal Resident Profile (persona) to help tailor the brand voice.

What – When you know what to say (How a brand speaks—what the brand does and DOES NOT sound like) and what the brand archetype and personality is, then you have a clearer picture of how your brand would respond in any scenario, approach any occasion, and focus on with their messaging.

Why – Speaking of focus, crafting the mission, vision, and values along with the brand positioning statement injects soul into your brand. It’s not just about what the brand acts like, it’s about why the brand is saying specific things, prioritizing certain amenities, and creating a certain vibe with their message.

DON’T SKIP VERBAL IDENTITY

Your verbal identity comes together to create a brand that feels personal—something that your prospective and current residents can connect with on an emotional level. And creating clarity and consistency around that messaging is the ideal move. To that end, we create tagline options (“Remember Our Brand!”) plus a whole headline library for your use—in brochures, on the website, in ad campaigns. Along with that, the brand vocabulary gets even clearer with what words to use and what words not to use.

Because we love our clients and want them to succeed, we craft an overview, problem/solution, products/services, and company culture paragraph with sample writing in the brand voice. There’s nothing like longer-form copy to help hone that verbal identity.

9. Concept Presentation Call

This is the most exciting and nerve wracking bit of the branding process for us. We love to be creative and make something that will set a community apart. During the concept presentation call, we’ll spend time collaborating and collecting your feedback. We don’t do much talking—because we want to hear every one of our clients’ unfiltered thoughts and gut reactions. When the dust has settled a little bit, we work on narrowing down the best direction.

Finding the balance between your vision and our guidance is always the best way forward. While we’re the strategy and design experts, we know you’re the expert of your brand. Because we’ve done the research on your ideal resident profile (IRP), competition, and how to achieve your goals, the target audience is always part of the vision as we work and collaborate to creatively develop a community brand.

So Many Steps! What’s the Return?

When our clients ask us about ROI for branding, we feel confident when we point out brand recognition, adding perceived value, and creating a streamlined resident experience.

Is branding an apartment community the best part of our job? 1000% yes.

And it’s (arguably) the best part of marketing—because it’s the part residents relate to. It’s not the 10 billion emails you send that resonate or the ads you used to target them (however precisely).

It’s what you say in the email.
It’s the name of your apartment community.
It’s the tagline.
It’s the color palette.
It’s the logo they’ve come to recognize across your marketing channels.

It’s consistency that boils down to trust.

Multifamily Marketing Services Stack

Written by Stacey Feeney on September 23, 2024. Posted in All Articles, Branding, Graphic Design, Marketing, Writing. No Comments on Multifamily Marketing Services Stack

We keep hearing about tech stacks—how they make things simpler and get you everything you need in the best way possible. But what if there was a similar solution for your creative and marketing services?

Being able to work with a handful of specialists—the artists that can help you with a variety of creative needs and services, can make your results so much better. Sure, it can sometimes feel simpler to get a one-and-done approach, but that means that you might be missing out on better results stemming from experts in specific fields. Jack-of-all-trades, master-of-none and all that…

However, there are so many options, it’s overwhelming. How can you build a custom stack of marketing services so you can keep your multifamily branding and marketing fully supported from end-to-end? (Do you like that tech-y lingo?)

Really, we just want to make sure your community shines from start to finish, that’s all. We’ll outline the pieces (and partners) we recommend you fill in so that your brand can be at its best and your marketing services stack can function the way you need it to.

Specialize with a Marketing Services Stack

There are a couple reasons why having a pile—okay, stack—of creative Partners at your disposal is the best possible approach:

Get the best – Having an assortment of creative service providers means you can choose the one that works best for you, and is at the top of their game. Good reviews, good referrals, good results.

Combine to Conquer – Using multiple providers means better results rather than an all-in-one solution. With one or a handful of services, they have one focus. The product is specialized, and they’re not stretched too far beyond their abilities.

Integration for the win – You might choose one company for verbal and visual branding, while another is your best choice for website development. Simply because a Partner offers it doesn’t mean it’s their best offering. Find Partners that can work together and collaborate, so you get the best of everything.

Wondering where to go and who to hire for your marketing services stack? We got you. (Along with some of our faves, of course).

Branding

Partner: Zipcode Creative

Not to toot our own horn, but seriously: We love branding and we’re loud and proud about it.

Why this Partner: Our process ensures your multifamily brand is set up to stand out:

Research – We look at geographic information, competitors, and take your goals into account to create an IRP that you can reach.

Strategy – We take our research and create a brand strategy to reach your IRP.

Identity Creation – We bring your brand to life.

Name – We create a unique name for your community based on the vibe and what will attract residents—often inspired by your ideas.
Logo – A standalone graphic that represents you well.
Visual Identity – We’ll provide you color palettes, stock photography examples, patterns and textures that bring your brand to life as a feast for the eyes.
Verbal Identity – Your messaging is built up around a mission and values that are unique to your community, and have personality rooted deep.

Bottom line: Zipcode has been in the biz for a while. We deeply understand multifamily and bring more than a logo. We can get you a full, cohesive branding package that resonates with communities and prospective residents on a deeper level.

Website Development

Partner: RESI

At Zipcode Creative, we opted to not handle website development in-house. We wanted to stay fully focused on visual and verbal branding. RESI is our ideal partner for multifamily websites. They’re focused on custom solutions and seamlessly integrate with PMS systems (like Yardi and RealPage). We work hand in hand with RESI to ensure the brands we create for our clients come to life through their websites– or you can go right to RESI and be well taken care of!

Why this Partner: RESI are web experts. We partner to lead the design.

Bottom line: When we work together, our clients get the best possible branding across their digital platforms.

Copywriting

Partner: Zipcode Creative

We have some of the best copywriters around. And website copy is a fairly complicated game to play, especially when you’re working to balance SEO and your brand. We’ll get the formula right.

Why this Partner: We work within our existing process to create website copy that’s always clear and always consistent. Your community’s brand personality is short and sweet? We’re on it.

Bottom line: We make you visible with visuals we create and audible with messaging we craft. Your brand will always shine through.

Graphic Design

Partner: Zipcode Creative

This is where it all began! We started with visuals way back when and we’re still loving it. (And so are our clients.)

Why this Partner: We take your vibe, feedback, and ideas, and create design collateral that’s perfectly on brand.

Print collateral? All of it!
Direct mail? Yes, we know and trust a variety of printers around the U.S.
Signage? Don’t leave your design up to chance—we’ll provide our designs to your local sign companies for production.
Digital Design? But of course.

Bottom line: Every one of your digital assets (social media, ads, plenty more) will be ideally aligned and perfectly recognizable as you because they’re created by the same agency—us.

Resident Journey Marketing

Partner: HyLy

Why this Partner: HyLy is next level for email nurturing, chatbots, and AI-driven content. It’s not quite set-it-and-forget-it, but pretty darn close. At Zipcode Creative, we work with them to integrate your branding identity into HyLy’s system, creating a consistent experience at every touchpoint in the resident journey.

Bottom line: Be you (okay, your brand) all the way through. When you have partners that work together on the reg, your branding will be the thread that gets pulled through and passed from one Partner to the next, no problem.

Renderings (Floor Plans & Photorealistic Images)

Partner: Zipcode Creative

First impressions count for a lot. And when it comes to investors seeing an opportunity or a resident seeing “home” for the first time…you need to ensure you have the highest-quality for your multifamily communities’ floor plans and photorealistic images.

Why this Partner: We provide architecture-based floor plans in 2D and 3D so you can show up exactly how you want to down to the last detail.

Bottom line: We dot all the i’s and cross all the t’s. We’re totally committed to getting you the best quality imagery.

Sitemaps

Partner: Zipcode Creative + Engrain

Few of our partners have worked with us longer. Together with Engrain, Zipcode Creative makes beautiful, 2D maps (seriously, people come to us first for the sitemaps!) and Engrain makes them into a fully interactive map masterpiece.

Why these Partners: We’ve worked together for long enough to make the experience seamless for you, and immersive for your prospective residents.

Bottom line: Property sitemaps deserve star treatment. It’s how prospective residents get to know you before ever stepping foot on your property.

Photography & Video

Partner: LCP Media

Why this Partner: LCP runs their biz nationwide. They can handle stills, 360s, or aerials. And it’s all sharp, high-resolution magic. They know what kind of photos and videos apartment communities need, and they’ll get them for you.

Bottom line: LCP is super reliable and you don’t have to end up sourcing photos in every city where your properties are located. It’s nice to just call up your pre-vetted pros and get them on photo and video duty, right? Right!

Social Media

Partner: Social Kapture

Why this Partner: Social Kapture is our go-to partner social media management that’s totally authentic. Seriously—no one will know it’s not you. We’ll help tailor your brand strategy for organic posts and paid social, and Social Kapture will carry it to the finish line.

Bottom line: When you go through the long, hard work of creating a brand, don’t let it fall flat with lackluster social media because you don’t have time. Instead: hire the experts.

Digital Advertising

Partner: Digible (for General Paid Media)

Why this Partner: Digible is a go-to for SEO/SEM and are especially renowned for their paid search services.

Partner: Apartment Geofencing (for Location-Based Advertising)

Why this Partner: They do exactly what they say—location-based advertising. It’s like throwing a lasso around a specific area and hitting prospective residents with your message. When used for a very location-oriented business, it’s magic.

Bottom line: Work with someone who is experienced with advertising—not with someone who “also offers that, too, I think!?” They’ll be familiar with the data and set-up needed to get you the biggest bang for your advertising buck—whether that’s through geofencing or through paid search ads.

Networking & Learning

Partner: Cadence Run Club

Why this Partner: The multifamily space is fun and loud and it can be tough to sort through the noise. At Cadence Run Club, we’ve found it’s super easy to network, share ideas, and learn from others

Bottom line: Helping run a community—you’re distinctly aware of how important community really is. With Cadence Run Club, you can keep up ongoing learning and growth as a multifamily marketer (or exec or Partner, what have you).

Why should tech stacks have all the fun? Create a best-in-class creative and marketing services stack, too, filled to the gills with the best. It’s certainly worth exploring how we can help you build your own stack, based on our experiences and how we best integrate with our fave partners.

It’s time to truly stack the deck—for your marketing success.

Your Multifamily Brand Development Budget, Unlocked

Written by Stacey Feeney on September 17, 2024. Posted in All Articles, Branding, Marketing. No Comments on Your Multifamily Brand Development Budget, Unlocked

If you’re in the middle of making your budget, we wish you the best. (But you can at least have good music and strong coffee accompany us as we crunch numbers and figure out where to put our money.) Let this year be the year you give brand development the budget it deserves. This applies to you, corporate operator, and you, property-level brands, and everyone in-between. Your marketing budget could bring you up a few notches if you use it right.

Brand development is critical to every marketing budget. So prioritize it as a large component in your next budget to:

Differentiate your brand
Connect with your customer/resident
Increase ROI

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Why Brand Development Deserves More Budget

DIFFERENTIATE

It’s a sea of sameness out there. And no wonder, because so many apartment communities are offering wildly similar things: homes with amenity packages that look identical at first glance.

It’s time to stand out—by creating a brand identity that’s remarkable. By investing in brand development, you’ll be able to create a strong brand that resonates with potential residents. Set the stage and stand out.

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CONNECT

Humans want to connect. They want to find brands they can identify with, especially if they’re going to spend 30% or more of their income on rent and living expenses. Trust, loyalty, and comfort can be challenging to find in an apartment community. If your multifamily brand can craft a story and connect emotionally with residents and prospects, that community suddenly becomes much more than a building.

When your brand can resonate on a deeper level, your residents become loyal, and may engage more easily with your community, which leads to better retention rates (and may help them become brand ambassadors with word-of-mouth marketing).

Strategic, Well-Developed Branding

STRATEGY

Without a strategy, your thoughts are scattered, and your efforts become ineffective at best. Ensure you have created a strategy that guides your marketing efforts, so you can be consistent and clear in your messaging. When you know your audience and your why, the way you present your community has a roadmap.

The other bonus here: A clear brand strategy maximizes the dollar spend from your marketing budget. Less time wasted, less money wasted.

ROI

When presenting budget increase requests, it’s never enough to say “I think it will…” or “We’re hoping to see…” That’s the same as saying “We don’t know what we’re doing, but give us more money and we could waste that, too.”

Instead, try using historical data.

Look back at the progress you’ve made. Identify the areas where intensive branding choices helped lead to a rent increase. Use clear ROI to justify budget increases, in the same way that you can use branding to justify some rent increases by showcasing your value to your residents.

Let’s say:
You have a property of 268 units with an average rent of $1850/month.

A 2% rent increase after brand enhancement would equate to $37/month per unit.
Your monthly income would then increase $9,916 while your annual income would increase to $119,000.

If your brand development investment is, say $42k (but you could spend in a wide range of $5k-80k) this additional income definitely makes up for the amount you’ve spent.

Worth it? Yes.
Now, the next time you ask for a marketing boost, you might be more likely to get it.

Long-Term Benefits of Strong Branding

RESIDENT RETENTION

For every resident that leaves, finding a new one is twice as expensive as trying to keep your current residents. Retention requires less effort, and the days, weeks, or months that a unit sits empty could mostly be a thing of the past.

Create a well-developed, strong brand, and you create an equally well-developed, strong sense of belonging and satisfaction. Think about it: If you, as a resident, feel you belong, and you’re relatively satisfied, why would you ever want to leave? They’ll be more likely to renew their leases, making your rental income more reliable, and reducing vacancy rates.

BRAND LOYALTY BUILDING

When residents move out, you could be seeing rental income walk completely away. Or: if your brand is strong enough for your portfolio of properties, you may be able to recapture that rental income.

Keep your brand experience consistent, foster loyalty, and those wandering residents could choose another property in your portfolio for their next home.

Take In-N-Out Burger. It always tastes the same. Hungry burger lovers come to any of In-N-Out’s palm tree-decorated fast food chains, and they know their double-double animal style will be exactly what they expect: hot and delicious. That’s consistency and positivity.

Repeat business comes from brand loyalty. And that resulting long-term revenue is a lot better for your bottom line than trying to reach new leads.

So, as you finalize next year’s budget, consider brand development a worthy investment. That spend is money well-spent—it’s forward-looking in an increasingly crowded market.

As a marketing professional, look for opportunities to develop your brand, and start small if you must. ROI can be proven, and long-term benefits have been shown. Boost your brand development and watch your properties stand out in a sea of competition, connect with the residents you want, and build up your portfolio as they prosper.

Apartment Branding for Faster Lease-Ups

Written by Stacey Feeney on September 16, 2024. Posted in All Articles, Branding. No Comments on Apartment Branding for Faster Lease-Ups

Apartment Branding for Faster Lease-Ups

We’ve probably all heard at some point “Build it and they will come.” But that little phrase carries a lot of questions with it: What should I build? Who will come? And how quickly will they come? It’s just a phrase—but we’d like to offer as an alternative:

“Brand it, and they will come faster!”In the multifamily industry, apartment branding hasn’t always been the priority. Apartment communities are built on the idea that a place to live, shelter, is a necessary item. While it’s true it’s necessary, it’s also true that there is a lot of competition.

To maximize your lease-up speed and revenue, apartment branding is more than a “nice-to-have”—it’s a core factor.

Apartment Branding for Marketing Success

Branding vs. Basic Supply: The Difference

There is a housing shortage for both homebuyers and for those that wish to rent. So, if you follow rules of supply and demand, the housing will eventually lease up because it’s in demand—but maybe not as fast as you’d hoped.

Competition has become fierce in the market. There are many apartment communities near yours, offering similar amenities and units. Why shouldn’t they pick your competitors? Why should they choose you instead?

Branding. Branding can expedite the process, tightening up your lease-up process. By creating an emotional connection with prospects and residents, and helping seal the deal with full end-to-end branding that emphasizes clarity and consistency and forms trust.

Or, if you’re more into the money side of things, think about it this way: If you have units vacant for longer, that’s missed revenue. That’s an increase in marketing costs to reach a wider group to see if someone in that group will convert and sign a lease. Also, if a resident moves into an apartment, and the unit next to them is empty, they may begin to question why they signed a lease at this place instead of the one across the street.

Identify End Goals Before Branding

What’s your end goal? In multifamily, there are two primary goals for properties: Build-to-sell or long-term hold.
Before you brand you’ll want to know which direction you’re headed in. Then, you’re better prepared for strategic branding decisions.

BRANDING APPROACHES

Branding approaches will be different for each path. For:

Build-to-sell: Will you maintain the brand for the new owner or allow for rebranding? If your plan is to sell before leasing up, more intensive branding development may not be the right move for you. Alternatively—if you plan to lease up before selling, branding will be vital for you to attract residents before you sell.
Long-term hold: Investing in more extensive brand development makes a lot more sense if you’re retaining the property for the long-term.

Knowing what’s next in terms of ownership can help marketing teams understand the role of brand strategy. It’s possible that a light touch with branding may be enough to get the property sold. If you plan to hang on to the property as part of your portfolio, branding should be a larger budget line item and a bigger consideration—as it can, as mentioned above, help with leasing rates and speed.

How Branding Accelerates Leasing

THE POWER OF APARTMENT BRANDING

Excellent apartment branding is the key to reaching the brand’s ideal resident profile (IRP) and possibly raising rental rates (be sure to offer actual value along with that perceived value, though.) Branding sharpens targeting, and it helps keep focus where it’s needed: on the resident.

A well-crafted brand points to your community like a beacon—“pick me!” Your community can stand out if you choose to make it different in the ways that you can: with branding. When you create perceived value (“this is worth it!”), you can speed up leasing.

Refresh Your Property—Including Your Brand

Flooring isn’t the only thing that needs a good refresh every so often. Your apartment brand could use a little zhuzh.

Your property upgrades shouldn’t be limited to the physical. Think about your verbal and visual brand identity too. Is it still serving your current IRP? Does it still look good? Does it still sound good? Your countertops and flooring will get worn out with time, and your brand may also become a little lackluster over the course of several years, especially when compared to the new kid on the block.

Instead of a full-on brand revamp, consider a brand refresh. Tighten up your design elements, tailor your colors to be more appealing, and work out a brand voice that sounds more like the brand you’ve become (if that’s what the brand should be).

Wondering when you need a brand refresh? Here are the tell-tale signs and times:

Shifts in the target demographic (keep up with who you want!)
Competitor landscape changes (keep up with the Joneses!)
New market trends or community repositioning (be accurate to your offerings and stay in the limelight!)

Maximizing an Apartment Brand Investment

ROI is always a consideration for marketing decisions. How can one prove the importance and the efficacy of an apartment brand?

Track it all.

And start off on the right foot.

In order to effectively maximize your apartment branding investment, please do the following:

Invest in high-quality design and messaging from the start—not when something “just isn’t working.”
- Rationale: Upper management won’t be keen on spending more money if your first branding efforts were haphazard or sub-par. Goodbye marketing budget increase request.
Create a brand that addresses long-term goals—whether you’re selling or holding.
- Rationale: If selling, your brand should paint a picture for the new investor or buyer. It won’t be doing all of the heavy lifting though. If you’re holding the asset, you’ll want to work harder on creating a brand that will last and does what you want. Focus on your future goals and align your brand strategy with it.
Use data to track your branding effort impact
- Rationale: Is the community leasing up faster? Are occupancy rates higher than before branding was developed? Track it all. This is evidence of ROI—and should be brought to any budget or progress meeting for the marketing team.

Apartment branding can help with faster lease-ups and higher returns (if you do it right). It’s a long-term investment with a sometimes-large up-front cost. However, when you’re dealing with a competitive market and strong demand—standing out is a necessity. And branding can help you get there.