Author: Stacey Feeney

Better Apartment Branding – The Old vs The New Way

Written by Stacey Feeney on January 31, 2023. Posted in All Articles, Branding. 1 Comment on Better Apartment Branding – The Old vs The New Way

Better Apartment Branding Should’ve Happened By Now—Why Hasn’t It?

Better apartment branding should’ve happened by now—why hasn’t it gotten there yet? First, there’s confusion over brand versus identity. That means there are entirely different schools of thought around how to actually “do” branding. Second, there’s an old way—think Mad Men—and there’s a new way—think Google—which thrives on creating hyper-successful solutions that its consumers will come back to again and again. Drawing in, calling, beckoning in, instead of reaching out, hoping for a bite.

Yet, some are stuck in the old way. Because it used to work. It’s true that some of us are still out here going, “What makes a good apartment brand?”

Let’s dive in.

The Old Way of Apartment Branding

TOUCH OF VISUAL BRANDING

Mad Men had a whole creative team that worked on things that were advertisement driven. The logo. The colors. The fonts. The brand was relegated to become only the visual identity. (We will say: Don Draper did manage to get some more depth into some of the brands.) Once the visual identity was determined the marketing was considered done.

SUBPAR WEBSITE

With the onset of the internet, websites began popping up for different brands. They were pretty terrible at first. And some are still stuck in that Times New Roman, poor photo quality, sharp gray gradient box pop up style, with no thought about user-friendliness or mobile-responsiveness or aesthetics!. “Just get the info on there and it’ll be good enough.” Not quite.

ADVERTISE AT ALL COSTS

Print, radio, TV ads—they all cost a pretty penny. And not every company has the advertising budget to even try to touch the competition. Just imagine if you freed up a percentage of that advertising budget for something else!

THE SHORT OF IT:

Advertising only works well today if you’ve already built an audience. Yet, so many apartment communities are still stuck in this old way—with bad websites and only a logo, fonts and a color palette to show for their entire brand. There are many things an apartment logo can’t do for your brand. Work towards freshening up your apartment branding approach. Go new school.

The New Way of Apartment Branding

DETERMINE OBJECTIVES AND VALUES

“Start with why” – Simon Sinek’s golden circle marketing theory isn’t about making a profit. Instead It’s why you got into the business in the first place.

Why→ Make every day living luxurious.)

What→ Provide a community for young professionals that’s elegant and easy

How→ Build a brand that echoes elegance from every corner, from fabric choices to font choices to new staff onboarding.

From the inside out, you have to drive your apartment community branding with values. Add in work on your mission, your vision, and get everything else built on that—or it will all crumble. Start. With. Why.

GET YOUR IDENTITY TOGETHER

Sometimes brands come to us and ask us for copywriting help, but they don’t have their identity together—this is like baking without a recipe. You might get something good, but unless we’re taking notes along the way, it won’t be replicable, and it might not be what you expect!
Do yourself (and us) a favor, and work towards getting your identity tidied up. We’re talking: voice, name, logo, colors, fonts, images—anything that can identify you. Get it squared away.
In fact, creating a brand identity is step #1 (of FIVE!) in Masterclass’ brand marketing guide.

ATTRACT THE RIGHT RESIDENTS

After your identity is determined, work toward:
Brand Awareness: creating an ideal resident profile helps with that

Brand Positioning: figure out why you’re different from the competition and *work it*

Telling Your Brand Story: we love a brand we can connect with!
and

Brand Loyalty: your loyal residents can be your best bit of marketing—they’ll tell their friends and leave good reviews, helping boost online perception, too.

THE SHORT OF IT:

Better apartment branding (“new school”) is focused on making awareness the top of the sales (or leasing) funnel. When you build up your organic audience (residents in this case) before you go to market, you get to spend less on advertising. Go for inbound marketing—create content your audience wants, and draw them in. Get on social media to be accessible, to entertain, build awareness and brand recognition, and build up your audience. And when you launch your new community, it will already be in front of the people you most want to target.

Better Apartment Branding Now

GET CLEAR ON IDENTITY VS. BRAND

Let’s explore a little phrase. When someone says “well that’s on brand for them” it means it lines up with what they know to be true about the company or about the person—it was expected. Their name is their identity. But: It’s not 100% who they are—that comes in with how they act, what they put forth, what they embody and value. Brand is the part that draws your ideal residents in, particularly around mission, vision, values. Creating these helps make your brand you, because you’ve started from the inside, out. (Remember the golden circle that starts with “why”?)

Your brand is your tagline (identity described) actually played out!
Your brand is the reason you’re the top choice—not just a different option.
Your brand is the feel, while identity is only the look.

MORE THAN LOGOS

Logos do not equate to brand. It’s part of the visual identity. A logo is one tool in your entire branding toolkit. One part of…

BRAND DEVELOPMENT

One of our favorite things at zipcode! Strategy within apartment brand development is everything when it comes to marketing multifamily communities. You get to build trust, pride, and feature your favorite parts of your apartment brand. Research your audience (create that ideal resident profile) and take a look at the competition. Get your mission, vision, and values lined up. Tell your story. Make things pretty (we can help with this, 100%). Assess everything. Track all your marketing moves.

Hey, visual identity folks: Eyes up here—start branding with your heart and everything will get a little better.

AI Copywriting for Apartments AI Copywriting for Apartments

AI Copywriting for Apartments is Only for Zero Dollar Budgets

Written by Stacey Feeney on January 23, 2023. Posted in All Articles, Writing.

AI copywriting for apartments sounds intriguing, doesn’t it? Ah, think of all the money we could save. And that’s where the savings end. Sure, you may save money on the copywriting, but what are you sacrificing?

We dug in and tried out Chat GPT for you, testing out its AI copywriting for apartment branding. The verdict: It’s missing key pieces of the puzzle; particularly in spaces where you need to stand out from your competition and actually differentiate your apartment community’s brand from your competitors.

In Terms of AI Copywriting for Apartments, Here’s What ChatGPT Did OK

WEBSITE AND BROCHURE COPYWRITING

It responded with a grammatically correct listing of exactly what we asked. It didn’t forget to add any of the amenities we asked it to include. And…that’s mostly it. It’s cookie-cutter, but it gets the job done. If you want anyone to actually read the copy, try to avoid ChatGPT. It won’t win any branding awards with its lack of personality and brand voice. If you’re looking for filler, and you have a zero-dollar budget for your B-C and below communities, hit up ChatGPT.

This is Where ChatGPT Fell Short

COMMUNITY NAMING CONCEPTS

Every option it came up with was super basic. Not in a cute way. There was no depth and there was no originality. It gave us vanilla, surface-level, boring apartment brand names—and there would be no way it could identify overlapping ideas to strengthen the rationale behind any name it suggested or offered. It spat out the naming concept “Prairieland” because the state the apartments are located in is known for its grassy fields. Good one. (Not.) Could be a good starting point if you’re completely missing inspiration and need to show up to a brainstorm later that day.

If you hire a non-robot copywriter at zipcode, we look for unique names (so you don’t have to go into any major trademark battles) that actually mean something to your company and to your ideal resident. Speaking of ideal residents…

IDEAL RESIDENT PROFILE

IRP—also known as your customer avatar in the multifamily industry—this was an interesting concept for our little robot friend. The research felt limited and its generic and typical responses told us that this was not the way to create a resident profile that would be useful in any part of apartment marketing. The tip off? There was zero personality and very few details. Without those two pieces, you don’t get to dive into decision-making processes and pain points for your IRP (and create content that speaks to and solves those pain points). We will say: it managed to give relevant—albeit average—demographic info when we asked, so you could start there.

If you hire a non-robot copywriter at zipcode, we go whole hog on the IRP—indicating every detail that could help you better make a marketing decision. And: we can do more than one. Empty Nesters? Nailing it. Young Professionals? You got it. We’ll cover the deets, and then some, so you can feel confident in your next apartment marketing campaign.

APARTMENT BRAND VOICE AND TONE

This was the biggest gap in Chat GPT’s AI copywriting for apartments. We asked for a “western chic casual” brand voice. There wasn’t a hint of personality or brand voice or anything that remotely resembled a casual vibe or western wording. The only idiom it included was “And the cherry on top…” While widely used and understood, it’s not western in the least. Or chic. This doesn’t make us want to saddle up and ride into the sunset with this robot. You’d think this would be easy enough to deliver on with related words, access to thousands of synonyms on the world wide web, but it couldn’t quite get it right. It even took our prompt words “western chic casual” and dropped them in the response—as if we wouldn’t notice. For this, consider using ChatGPT to create a rough draft that you can later inject with your brand’s personality and voice at will on your own.

If you hire a non-robot copywriter at zipcode, we’ll nail the brand voice and tone every time. We like to dial it in—literally—to find where you land in the spectrum of several personality traits. This informs how we write every piece of content for you. Sophisticated or silly? Cutting edge or classic? If you’re like most of our brands, you’re always somewhere in the middle. This is a nuance that robots just can’t compute. Not yet, at least!

The Proof

Just to prove we’re not being salty, here’s the prompt we submitted and Chat CPT’s response when we tested its copywriting chops.

OUR CHATGPT PROMPT

Write a summary in a western chic casual brand voice and one of dog friendly, 1 and 2 bedroom apartments in Fort Worth, TX that have amenities such as wood-look floors, quartz countertops, white shaker cabinets, a pool, fitness center, co-working space, and are within walking distance to the stockyards.

THE CHATGPT AI RESPONSE

“For our western chic casual brand, we’ve got the perfect spot for you in Fort Worth, TX! Our 1 and 2 bedroom apartments are not only dog friendly, but they also come with top-of-the-line amenities like wood-look floors, quartz countertops, and white shaker cabinets. Plus, our complex features a pool and fitness center for all your exercise needs. And if you’re in need of a place to get some work done, we even have a co-working space available. And the cherry on top? These apartments are within walking distance to the historic stockyards. Don’t miss out on this opportunity to live the ultimate chic, western lifestyle.”

ChatGPT is honestly pretty cool and impressive. AI has come a long way. But human copywriting is, so far, superior. And copywriting for apartment brands at zipcode creative is our (totally biased) favorite. Definitely recommend.

Apartment Branding – What Makes it Good?

Written by Stacey Feeney on January 18, 2023. Posted in All Articles, Branding. 2 Comments on Apartment Branding – What Makes it Good?

Developing good apartment branding is just like creating a solid relationship—it takes time, trust, and effort. While you can create a beautiful logo, eye-catching website, and other impressive marketing materials, developing strong bonds with your target residents should always be your top priority. Keep reading to learn more about how building a strong apartment brand is like a relationship.

Be Trustworthy and Honesty

A solid reputation is everything to an apartment brand. And the only way to develop a stellar reputation is to be trustworthy and honest at every turn. It’s important to never overpromise and underdeliver. Instead, you should always be true to your brand, your services, and your level of quality when communicating with residents and prospects.

Over time, this will help you build a high level of trust and confidence with your audience. Instead of second-guessing or feeling skeptical, residents and prospects will know that you stick to your promises.

Be Consistent and Clear

Consistency is key when developing any brand. The reason that customers know and love certain brands is because they know exactly what to expect.

In N Out Burger, for example, always tastes the same—which is why customers come back again and again. They can rely on the high quality of the food and the overall experience; the brand always behaves in a way they understand and expect.

It’s important to create that same consistency within your apartment community. The level of customer service, aesthetics of your apartments, and dedication to quality should always be at the same high level so every customer, resident, and prospect receives the same experience.

Share Your Beliefs and Values

Help people connect with your brand on a deeper level. Sharing what drives you and what you’re passionate about can help prospective residents and partners more interested in what you have to offer.

Defining your vision, mission, and values at the very beginning of your brand building is integral to creating a strong brand. This helps to ensure that you’re not only creating a product that prospects will love, but also one that they can understand and feel good about supporting. Include your brand statements, like values, on your website, and in your brochure to make them easily available for your residents, staff, and prospects. That way, they’ll know what you stand for from the start.

Be Considerate, Listen, and Anticipate Needs

Friendships are a two-way street—and developing a strong brand is the same way. You need to understand and listen to your resident’s needs and help deliver exactly what they’re looking for. To go above and beyond, you can even anticipate their needs before they do themselves. For example, if you live in an area with a lot of young professionals, a business center or resident lounge would be the perfect place for those working from home. Offering this amenity ahead of resident demand shows that you’re considerate of their wants and needs.

Good apartment branding is also judgment-free and supportive. Offering equal opportunities to housing for all is vital to creating a strong brand that sticks to its values.

If you need help creating apartment branding that resonates trust and reliability and are looking to create beautiful, consistent marketing materials, a seasoned creative agency could be the right partner for your community. At zipcode creative, we have worked with countless communities to help them not only create their visual branding, develop marketing materials, and establish effective strategies, but have also helped them gain—and maintain—the trust of their target audience. Reach out today to learn more!

2023 Apartment Branding Trends

Written by Stacey Feeney on January 17, 2023. Posted in All Articles, Branding.

Your crystal ball just called! These 2023 Apartment Branding Trends are must-haves for your multifamily community’s future branding and design choices. Take the zipcode creative trend challenge, and pick 3 to work on this year!

#1: Storytelling

Get ‘em right in the feels. A well-written story connects to your audience on an emotional level—and they can start imagining themselves in place of “Kara, 29, with a dog and a marketing job who found the perfect apartment to make friends and build community.” Try sharing your brand’s history, values, and mission through every channel you can: social media, email campaigns, even print brochures. Residents can smell a sales pitch a mile away, so resist that urge, and beckon them in with a hint of “Once upon a time…” When apartment brands tell a story, they can count on getting a rapt audience. Not a storyteller? Get a copywriter. (Pro-tip: We have those at zipcode creative.)

#2: Authenticity

But don’t get too “fairytale” on us. Those same residents that can smell a sales pitch can also suss out if your brand is being authentic. Latch onto content that doesn’t originate in your own office—get reviews, get testimonials, get real people who live in your apartment community, and ask to share. Another way to pull back the curtain is to integrate your resident events and your prospect events, and help residents experience the community with every one of their five senses. Doesn’t hurt to plant a few extra-happy residents in the mix, too. Also: Social proof is totally a thing. Rentgrata offers a way for current residents to connect with prospects, helping you get an inside scoop on what they’re looking for, and helping seal the deal with a real person—not just a chatbot.

#3: Experience Branding

Feels like everything’s becoming robotic these days. In-person events and customer service that knows your name can feel suddenly one step closer—like a friend. Try out experience branding with your leasing apartments through personalized emails, online content that’s tailored to them (different UX pathways!) or a resident event that brings your brand to life. Make sure your staff is an extension of your brand, too—a handwritten note from maintenance (on a branded card) can let them know who was there and what they fixed up. Associate your brand with a positive experience, and your residents will keep coming back for more—that’s one of the best 2023 apartment branding trends worth exploring.

#4: Purpose-Driven Branding

Take this trend to heart. According to Forbes, 45% of Gen-Zers want to work for a company that’s making a (positive) difference. So, it’d make sense that they’re more willing to spend money when they know their apartment community holds similar values. Even if your target resident isn’t just Gen-Z, bring your mission, vision, and values to the surface in a real way through your 2023 apartment branding. Highlight how you give back to the community, show your green side (do an energy-efficient campaign) and be vocal about who or what you support and how. The next generation demands it—but be sure it falls within our 2023 apartment branding trends #2 above: Authenticity. Make it a habit, call it out, and they’ll notice.

#5: Micro-Moments

Get quick on your feet. Split-second decisions add up, and with smartphones, everyone is looking for the answer to their needs in real time. Make sure you’re there when the need arises, providing value and capturing your prospective residents’ attention (because you are the apartment community with the answers). Try this idea with your website by integrating an FAQ, having a well-informed blog with timely topics, or simple video that shows off your favorite areas of the community—forgo a professional filmmaker and get super authentic with a smartphone video that’s decently edited. According to Statista, video has an online usage reach of over 90%. No wonder it continues to trend for marketing.

#6: Audio Branding

“Alexa! Play Spanish guitar dinner music.” Today’s consumer asks a lot of brands—out loud. How can you capture this segment of your prospective residents in your branding efforts, though? Develop content on your site that is optimized for voice search—Hubspot recommends doing this by targeting longtail keywords. Get specific and focus on high conversion so that you have the definitive answer to your audience’s specific need. Having an attractive brand is great. But also make sure your residents can find you, whether they’re typing in their query or wondering aloud, “Hey Google, where can I find a two-bedroom apartment that’s dog-friendly in Atlanta?” Show up where they are and talk back.

#7: Interactive Content

It’s nice to have someone tell us all the answers for a change. Offer your prospective residents a bit of valuable help through a poll, a game, or a quiz, and with their engagement, you’ll be rewarded with valuable insights, brand loyalty, and an increase in signed leases. Understand what your prospective residents are looking for by creating a quiz (ooh, fun!): “Which floor plan is best for you?” or “When is it time to move?” Here at zipcode, we like to ask, “Is it time for a rebrand?” or “Do you need professional graphic design?” Having content with interaction built in is helpful—and gives your prospective residents a reason to believe you’ll continue to be helpful.

#8: User-Generated Content

Remember what we said about reviews? And authenticity? Build it up with user-generated content. It’s easier than ever by leveraging social media—encourage your residents to create and share content about their experiences (that just happen to feature your community) thereby building brand awareness and driving signed leases. This can happen via social media challenges, asking for shares or tags within competitions, and provides a good amount of content you can funnel through your own social media to create an inside look. Feeling stuck? Check out zipcode creative’s blog on social media ideas around pets here.

#9: Transparent Branding

This is similar to authenticity and purpose-driven branding. Today it’s more important than ever to be upfront about your practices—where you’re sourcing your supplies, how you treat your employees, what materials and processes you use to build and maintain (or renovate) the community. Because your residents will be spending much of their time in the apartments, they may want to know that the materials being used are safe for the environment, made sustainably, and that the people who work there are from a local company, and treated ethically. You can post on social media about it, provide information via email to your residents, and let them know that you’re available for additional questions about any new projects. Transparency = trust.

#10: Niche Branding

More and more brands are learning that you can’t be everything to all people. Pick something and represent it well. Stand out in your field and build up a loyal following. First, do careful research, and develop a brand voice and tone that will stand out and attract your dream residents. Next: Target that specific demographic, interest group, or geographical group; it may be more likely that you narrow down into a particular resident avatar and approach “solving problems” for that avatar specifically. While you’re narrowing the funnel, you’re also making the conversion rate a little higher—if you’re doing it right.

Thanks for the 2023 Apartment Branding Trends—Now What?

In this economy? We get it. You’re worried about balancing the apartment marketing trends of 2023 with the tried and true. It’s good to be on the cutting edge of things, but it takes time (that you might not have.) The zipcode creative crew consistently looks to many of these trends when we’re developing property management company and apartment community brands. Reach out, and we’ll help you sort through what will work best for you right now.

Apartment Taglines and Headlines That Grab Your Residents

Written by Stacey Feeney on January 5, 2023. Posted in All Articles, Writing.

Writing apartment taglines or headlines isn’t as tough as you might think. All it takes is a touch of creativity and a few tried-and-true guidelines. Work within our handy tips and you’ll be writing memorable taglines and headlines for your community in no time!

Before you dive in, a few things to keep in mind about taglines: Make sure it still communicates clearly and concisely and it stands out. For headlines, the most important role is telling the reader what the content is about—and it should draw them in to read more.

Determine your Headline or Tagline Goal

Are you aiming to educate, solve a problem, enumerate for easy reading, grab attention with your weirdness, or ask a question everyone is asking (and give an answer)? These are different headline types that can amp up your audience’s attention:

Solve a problem: “How to Hit 100% Lease Up Before Your Doors Ever Open”
Educate: “How to Manage Your Resident Events Using SignUpNow”
Make a list: “10 Ways Your Signage Stops Lease Signing”
Get a little controversial: “The Good Housing Market is Great for Rental Communities”
Give a “how-the-sausage-is-made” heading: “The Marketing Team: Behind the Scenes”

Each of these serve a distinct purpose, and it will be up to you to determine what will keep your desired audience reading from the title and into the content.

Clever or Clear or Both?

Ever wondered what would happen with your content if your headline was too clever? Get too tricky with your headline, and you could sacrifice the time and energy you put into content that will never be read by your ideal audience. Always make sure your message can come across. Seek to draw in, but also to push forward into the main content.

Figures of Speech in Apartment Taglines and Headlines

Idioms are a fun way to grab attention. Metaphors can help paint a picture. Proverbs can help your reader feel like they’re in the know. Using a catchy figure of speech can enhance your brand message, and inject a dose of personality into your content (see what we did there?) When you do use a fun figure of speech for your apartment marketing tagline, make sure the message is still able to come across!

Tip #1: Alliteration

This is one of our favorite tagline tips. Alliteration is a pattern of speech that uses the same letter or sound at the beginning of two or more words that are close together in a statement or a phrase. Many companies or authors use it to etch a reminder in their consumers’ minds. Think: Mickey Mouse, Coca-Cola, Severus Snape, Gilmore Girls. These are all catchy in their own right, and remarkably easy to remember. Aim for subtle alliteration. More than two words with the same beginning sound in a row, and it becomes silly rather than sleek.

Example: “A Lifestyle for Real Residents Like You”

This tagline example imbues personality and a touch of memorable luxury into the phrase. If you have a phrase you’re already keen on, break open the thesaurus and see what might work instead to amp up your next apartment taglines with alliteration.

Tip #2: Anaphora

Similar to alliteration, anaphora is a language tool that takes it one step farther—it repeats the first word or group of words at the beginning of each phrase. This makes it easy to read, and rolls off the tongue. Apartment taglines and headlines that are easy to read will be even easier to understand and believe. Anaphora is widely used in writing because it stops us in our tracks and makes us pause. “Get busy living, or get busy dying.” “Go big or go home.” “I wish I may, I wish I might…” These are all perfect examples of anaphora. If you can use it well in your apartment marketing headlines, you’ll certainly catch the attention of any reader.

Example: “Live Actively. Live You.”

This tagline example eases into anaphora with a semi-generic phrase, and then drills down into a more call-to-action style statement with “Live You” beckoning the reader/prospective resident to find out more about how they would be able to live their life in their own way. Use anaphora to create opposing thoughts, or to create big picture/small picture ideas for your residents.

Tip #3: Hyperbole

If you don’t follow this tip, everything you do will fail! Just kidding, that’s just hyperbole. Hyperbole (pronounced high-PER-buh-lee) is an exaggerated statement for effect, and isn’t meant to be taken literally. Similarly “I’m starving!” or “My feet are killing me!” or “I’m the king of the world!” are all hyperbole and are just emphasizing a point. Sure, they could have said “I’m hungry” or “My feet hurt” or “I feel successful and super important” but where’s the fun in that? Turn up the passion and bring the point home using hyperbole in some of your next apartment taglines.

Example: “Kitchens that Promote You to Executive Chef”

This example is hyperbole that gives an aspirational call out—haven’t you always wanted a kitchen that has ample countertops and storage, a big, beautiful sink, and a convection oven? It’s a great way to win over those who might be on the fence by showing up in their daydreams. Try it for yourself, and make sure your hyperbole is a positive one.

Tip #4: Personification

Personality and charm go hand-in-hand with this figure of speech. Personification is the art of giving human-like characteristics to non-human or non-living things. Like: “The sunshine dances over the water in the pool, and the shades shimmy in the gentle breeze.” Personification endears specific aspects of your apartment community to your prospective and current residents. It’s fun to create descriptions of your spaces, making it really come alive with hints of personification sprinkled throughout.

Example: “Living Spaces that Hug You Back”

In this apartment marketing tagline, the reader gets to assume what “hugs” mean to them: cozy, soft, inviting, and warm. When you apply that human characteristic to what could be simply “cozy” and “inviting” the personification calls out to the resident to fully engage with the idea more deeply.

Tip #5: Similes

This is a popular one. It’s as easy as pie. Similes compare two different things using “like” or “as”. Can you float like a butterfly and sting like a bee? Probably not—there’s only one Muhammad Ali. But you could certainly brag like The Greatest. When it comes to your apartment community, marketing it with taglines and headlines that offer up similes is going to be your bread and butter. Take the familiar and put it in a new context.

Example: “Do Home Like You’re on Vacation.”

Again, take the familiar and put them side by side in comparison. Your resident knows home. Your resident knows vacation. But a home that’s like being on vacation? Maybe too good to be true—but certainly a claim interesting enough to make it worth taking a tour of the community.

Think outside the Box with New Taglines

Often, coming up with a creative tagline doesn’t have to mean starting from scratch. A few of our favorite methods from POP! By Sam Horn are:

Contraband – State the opposite of whatever is true / go against the grain: “There’s no Way it’s as Good as it Looks.” -The Other Guys
OnoNAMEopeia – Think Pop-Tarts or Roomba or Ziploc—the sound and the action go together
Meaningful Metaphors – Think of ways your community’s qualities can give it meaning to your residents: “Our community opens new doors.” (See our section on Personification)!

Create apartment taglines that bring something new to the table, and watch as residents start lining up. Need help sounding professional – we’ve got you covered. Copywriting is one of our primary services at zipcode creative.

What Makes a Strong Apartment Brand Name?

Written by Stacey Feeney on December 20, 2022. Posted in All Articles, Branding, Writing.

Your apartment brand name is one of the most important decisions you’ll make. The brand name is featured in your logo, on every piece of marketing material, and will be used in everyday conversion by your residents, staff, and prospects—so it’s important to put a lot of thought and consideration into the naming process.

But choosing the perfect name can be easier said than done. Use these tips and tricks to help narrow in on the name that best represents your brand.

Keep it Short and Sweet

Some of the most iconic brands like Nike, Disney, Target, and Netflix all have one thing in common: short, easy-to-pronounce names. Brand names with eight characters or fewer and one or two syllables tend to be the most memorable. As a result, shorter names help you increase brand awareness and recognition in the long run. Whether you opt for a newly created word or leverage existing vocabulary, make sure the name is easily understandable and easily recognizable.

Make it Memorable

Standing out in a competitive housing market is vital to success for your community, and choosing a memorable brand name will help you separate yourself from the start. Using variations or twists on industry terms or common phrases can be a good place to start brainstorming to help you arrive at a name that is both unique and unforgettable.

While you want something original, don’t stray too far from the familiar. Changing spellings of common words, choosing hard-to-pronounce words or phrases, or choosing something that’s too niche can all lead to confusion among your audience. Avoiding these common pitfalls can help you settle on a name that will grow with your brand in the long run.

Use it to Tell a Story

Even if you opt for a fabricated word, your brand name should be more than just a word—it should also have a deeper meaning. Whether it’s a word that ties to your founding story or something related to your brand mission, having a name grounded in your positioning helps create cohesive community branding from the start.

You can also choose a name that evokes a feeling or emotion that you want to be associated with your brand, creating a stronger connection with your target audience. Try first identifying a brand trait or value that you want to emphasize, and use those words or phrases as a starting point to develop a brand name that’s grounded in a meaningful way.

Represent Your Community

Above all, your apartment brand name needs to authentically represent who you are as a community. Think about your community’s unique characteristics, your brand values, or important differentiators that you want to highlight. These factors are all unique to your brand, making them the ideal foundation for your community’s name. If your brand is modern and sleek, traditional and familiar, or cutting-edge and high-tech, your name should embody those traits and give your audience an immediate sense of who you are. That way, they’ll know what to expect from the start.

Keep Your Audience in Mind

While your brand name needs to represent your community, it also needs to resonate with your target audience. If you’re trying to attract Gen Z students, choosing a traditional and formal brand name may not be the best option. On the other hand, if you’re trying to target empty nesters or active seniors, a trendy, modern name may not hit the mark. Keep your prospects in mind and put yourself in their shoes—if you heard this name and had their values and priorities, would it be something you’d gravitate towards? Once you have your final list of potential names, consider conducting a few focus groups to help figure out which is the best option.

If you need help narrowing in on a name, expert marketing advice might be just what you need. At zipcode creative, our team has experience developing all aspects of apartment community branding, from naming to visual identity to website creation. We’ll partner closely with you not only to understand your brand, but identify the perfect name to embody your values, style, and audience. Get in touch today to get started.