Multifamily branding has come a long way. But it can still be improved. Portfolio branding can make a big impact on your branding strategy and your leasing success rates through better brand recognition.
Just think: what if your communities’ brand could build up loyalty in the same way that hotel chains do? That’s the beauty of the portfolio brand. Read along to learn more about what it is and why it could be beneficial to have one.
What is a Portfolio Brand in Multifamily?
DEFINITION
A portfolio brand is a brand that includes multiple communities, housed under one identity. This could mean you have one property brand name that creates multiple sub-brands or communities. It might be called something like “Tranquility Meridian, Tranquility Boise and Tranquility Bozeman.”
This naming convention shows that you have a variety of communities, all housed under one brand: Tranquility—(a community name invented for illustration purposes).
WHY IT MATTERS
Does this sound similar to hotel commercials and advertisements you’ve seen? Yep! One Thing by Marriott. Or Another Thing, a Hilton Hotel.
Why do hotels do this? It’s because they want to create a brand that is known, liked, and trusted in order to create brand loyalty. When the brand experience is positive, the guests can recognize the brand, and be loyal to the brand—booking another stay with another hotel within that portfolio. Positive perception and experience adds up to trust. Trust adds up to return customers (loyalty). These principles can be well suited for the multifamily industry, too. By creating a recognizable brand and a positive experience, you can help residents trust you, and maintain their loyalty. If, for example, a resident is moving to another city, and the portfolio brand “Tranquility” has a community in their new area, they may look there first, since they trust this brand.
What Goes Into a Portfolio Brand?
There are several core brand components to a portfolio brand. While it’s not all that different from a typical apartment community brand, there may be more information necessary to create a brand that can encompass all you wish it to.
RESEARCH
Lay the foundation so you know where to go next with your brand’s name, logo, colors, and every choice. By going through research and development, you can determine your ideal resident profile and build your brand to answer their questions, suit their needs, and fit seamlessly into their life. Use psychographics, geographics, and demographics to create a better picture of who you’d like to target and start strategizing, while also remembering the variety of locations/markets the brand will be reaching.
NAMING STRATEGY
A name says a lot with very little. Research must come before naming your brand so that you can ensure it’s available as a URL and for social media accounts (and not trademarked). This is a good opportunity to stand out and establish your portfolio brand, so take your time.
VISUAL IDENTITY
Your logo, colors, typography, and imagery will all play into what the portfolio brand looks like. Consider a visual identity that will be able to flex or adapt with a variety of communities you want to nest under your main brand.
VERBAL IDENTITY
The core messaging and mission, vision, values of your verbal identity will help craft the feel of your brand. What are the priorities of the brand? How will those ideas trickle down into your sub-brand? Determining your verbal identity helps answer the questions that will inevitably come up.
ONLINE PRESENCE
Consider how the brand will look and feel, anywhere it can show up—but especially on a website and on social media and digital ads. New prospects are looking online for their next place to live, and prioritizing work on the portfolio brand online is in the best interest of any brand. The website structure is particularly important so prospects can view the main brand and click through to the sub-brands, understanding how they’re all connected. For example, the Gap brand also owns Old Navy, Banana Republic, and Athleta. Each of these sites has the full group of brands across the top of the website menu.
Aligning Portfolio Brands for Success
MAINTAIN CONSISTENCY, UPHOLD EXPECTATIONS
Determine which asset class you’re hoping to cover with your portfolio brand; best practice is to keep the asset class the same, whether Class A or Class B. If you have a variety of different class assets, your residents may be confused when looking across your group of brands, and won’t know what to expect. There goes your brand recognition and experience.
PORTFOLIO BRAND CATEGORIES
Beyond asset class there are a few other ways companies may choose to group their assets:
National or Regional: keeping all assets in one location under one portfolio
Market/location-based: For example, an active senior portfolio brand or a group of communities that are in the suburbs of a major city
MISALIGNED BRANDING
Be sure to avoid branding a Class C property the same way you’d brand a Class A property—that’s exactly why we recommend sticking to one asset class if you’re using a portfolio brand. If a resident looks up another property from one brand after experiencing another, likely with far more amenities, it’d be like walking into a Five Guys and getting a sloppy sad McDonald’s burger. It’s only going to cause confusion and throw trust and loyalty out the window.
Invest Now, Save Time and Money Later
If a family of brands is in the works, get the brand dialed in. With every solid decision made for the brand now (voice to tone to palette to stock image style) new properties’ brand identities are able to be adopted quickly and easily. Simply choose what pieces of the brand are variable and go from there.
IT’S EFFICIENT!
Streamline the process of adding new properties to the family of brands in almost every way; through the:
Website: Only one template needed, and only one messaging strategy. That’s cost savings for writing efforts and gets new websites up more quickly.
Marketing collateral: Assets are already designed, they just need to be versioned and ordered for specific properties—easy as pie.
Social media: For all your properties, have one account. This helps with filling the social media calendar (plenty of content) and bolsters brand visibility, trust, and recognition.
Final Tips on Portfolio Brands
If a company has more than one asset class of property—or has a variety of ideal resident profiles (seniors and students, for example) it may work better to split your portfolios, branding one for a specific set and one for another. Forcing all your assets into one family may be confusing for your residents and prospects.
Using a portfolio brand helps bump up recognition, foster loyalty, and provides cost savings, thanks to shared assets and better efficiency over a group of properties. If you’re looking for a better way to brand your assets as a whole for greater long-term success, reach out to us at Zipcode Creative. We’ve got some ideas for you.
Pre-leasing a multifamily development is a basic expectation in meeting financial goals, but there’s an even more strategic tactic that savvy owners use: Activate early! It accelerates revenue, boosts early occupancy, and demonstrates performance to stakeholders who like to see momentum out of the gate. It’s also an early litmus test: Is your pricing competitive? If units lease too quickly, you might have underpriced. If interest is sluggish, you could be aiming too high. The goal is to strike the right balance—and that requires a well-informed pre-leasing strategy. The most powerful tactic to get there? Branding.
Branding is what distinguishes your community from a sea of similar offerings. Sure, it might be another two-bedroom, two-bath layout—but the way it’s positioned, the way it looks, sounds, and feels—can make it the clear choice for your ideal resident. The name, the visual identity, the messaging—they all work together to build familiarity and trust long before someone steps foot on the property.
In this guide, we’ll explore how to build a brand that accelerates pre-leasing success, along with timelines, tactics, and marketing strategies to help you start strong.
Branding as a Strategic Lever in Multifamily Lease-Ups
In a lease-up, time is money, and branding is one of the most effective tools for accelerating absorption and standing out in a crowded market. A well-developed brand does more than enhance visual identity; it creates an emotional and strategic framework that captures attention and builds trust with prospective residents before the property even opens its doors. For marketing and leasing teams, a straightforward brand narrative serves as a roadmap, enabling them to communicate more than just square footage — they’re selling a lifestyle, a vision, and a sense of belonging. In early stages, when physical tours may be limited and digital impressions carry significant weight, it’s the branded assets — consistent visuals, messaging, and tone — that prospects remember, share, and return to. A strong brand doesn’t just support a lease-up strategy; it drives it, shaping every interaction from first click to final signature.
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Pre-leasing With Early Activation: Turning Interest into Intent
In high-performing lease-ups, early activation bridges brand awareness and lead conversion. It’s the phase where you don’t just market the idea of the community, you make it feel real. This often begins before the leasing office opens or the first hard hat tour is available; it can happen even before construction vehicles are on-site. Early activation strategies give prospective residents something to connect with now, not 12-18 months from now.
That’s why pre-leasing is about more than just filling units early. It’s about building momentum before the doors even open. During this phase, you’re selling a vision, not a finished building. A strong brand is essential for conveying that vision and earning a prospect’s trust. Because renters can’t yet experience the community fully, the lead nurturing cycle is longer, often 3-6 months, compared to just a few weeks for a stabilized property.
To be successful, start building your pipeline early with brand awareness campaigns, then continue nurturing leads all the way through opening. Early marketing should focus on visibility and excitement, while the weeks leading up to opening should reinforce your brand through email campaigns, retargeting ads, and consistent follow-up from the leasing team. A construction site naturally sparks curiosity. Don’t miss the chance to activate that interest. Use eye-catching signage to showcase what’s coming and direct people to a simple landing page where they can sign up to stay informed. That early interest list becomes the foundation for word-of-mouth marketing. Engage regularly with branded emails every few weeks to keep momentum and anticipation high.
Expect that tour-to-lease ratios may be lower (around 30–50%) during pre-leasing and just after opening. Many prospects will still be exploring their options or are simply curious, but with the right strategy and patience, these early leads can convert into your first residents.
Best Practices for Apartment Brand Development
For better pre-leasing results, make sure you have better apartment brand development.
TIMING
Timing is critical. Ideally, your branding and early engagement starts the second the project is approved. Early activation on the construction site is the first place to start awareness of what’s to come—and nothing creates curiosity in the neighborhood more than an early construction site.
So, if you’re hoping to get your pre-leasing started about 5-6 months before construction is complete, branding has to come before that. Ideally, you’ll have 18-24 months before the first units are delivered to begin the branding process. This means—finding your branding partner, brainstorming plenty of thoughts and ideas, allowing time for localized research, and getting a good idea of your ideal resident profile. Every bit of this informs the final brand that will set the tone for successful pre-leasing.
KEY BRAND ELEMENTS
Basic information around what’s to come can help pique curiosity, but investing in a well-developed name, logo, brand identity, and color palette can deliver far better leasing results earlier in the process. Classic branding elements will help create the core aspects of the community that will be touchpoints for your prospects from pre-construction to grand opening to…well, living there.
Research & Strategy – Look at geographics, psychographics, and demographics to form an ideal resident profile and strategize hardcore around it.
Name – What’s in a name? Plenty. Set the brand apart. And make sure it’s not taken. Logo – Make an impression with an eye-catching, memorable logo that represents the brand well and is easily versatile
Visual Identity – The colors, the images and design elements, and the typography all play into the brand. Choose wisely.
Verbal Identity – The mission, vision, values, tagline and messaging all come together to tell the story of a community.
PAVE THE WAY FOR PRE-LEASING
Develop a brand and create a better pathway for pre-leasing. By putting effort into the brand, a community can better establish recognition before marketing efforts begin. Brand development makes everything a little easier.
In addition to aiding in brand recognition, brand consistency will be a lot easier to manage; you have a set of brand guidelines, and everyone on the team can stick to them.
Pre-Leasing Marketing Strategies
INTEREST LIST WEBSITE
An early landing page is the perfect place to encourage email subscription with the promise of news and updates about the property. Every few months, more key elements should be added to the website and announced in emails as you develop floor plans, imagery, amenity and finish selections, and launch on-line leasing. The more branding you have ready to go, the more streamlined the brand experience will be for your prospects, from simply being a lead to signing a lease.
ON-SITE MARKETING
The people who already visit and work in the area where a building will open for residents are the prime demographic. So ensure that your on-site marketing is up to snuff. Think big construction signs that include your name, logo, colors and fonts. This can capture both those who are driving by and walking by. (Don’t forget to point them to your interest list page.)
Activation on the site should start as soon as the project is approved with “Coming Soon” signage. Continue to evolve your signage in a brand reveal every few months. Activating early creates word-of-mouth as early as two years ahead of Certificate of Occupancy, and can produce thousands on the insider list—well-before your advertising budget even begins.
DIGITAL ADVERTISING
At a minimum, begin digital advertising 6 months before opening. With a new brand, your search, social, and pay-per-click strategies need time to build momentum, and attracting renters 90-120 days from their move requires early initiatives. The trick is making sure you have a strong strategy in place to engage prospects and convert leads to new leases. Too often, advertising is begun before application readiness is in place. This causes operators to lose momentum opportunity. Your unit-level media, lifestyle imagery, and early leasing model builds confidence for prospects to feel sure that your product will be ready on opening day. Late ad strategy with limited media can cause a wait-and-see mentality with renters.
Use your branding to create beautiful ads, with the goal of adding to your interest list. Determine where your prime demographic (or ideal residents) are online. Find ways to reach them, and aim to reach them more than once. Some believe a consumer has to see an ad 7-8 times before they take action, before it sinks in. Don’t give up immediately and use retargeting to keep your leads engaged, whether on social media, through Google search with keywords, or through display ads.
Pre-Leasing Timelines & Execution
MARKETING TIMELINES
Phase I: Product Research, Branding & Early Site Activation (12–9 Months Before Project Open)
This phase should begin as soon as development starts. The earlier your target audience and brand identity are defined, the sooner you can build awareness and activate the site during construction. Begin generating buzz and create an interest list of early prospects. Key marketing activities during this stage include:
Initial branding (logo, color palette, preliminary messaging)
Activated site signage creating curiosity & leading to an early landing page
Landing page to capture leads & email subscribers
Links from all city/construction news articles
At this point, branding may be light but should set the foundation for all future marketing efforts.
Phase II: Leasing Strategy & Lead Generation (9–6 Months Before Project Open) This is the strategic setup phase for pre-leasing. All core marketing channels and tools should come online, and the brand should begin to take shape across touchpoints. Key initiatives include:
Launch of the full website with floor plans, renderings, and lifestyle imagery
Development of collateral (flyers, brochures, etc.)
CRM and online application implementation
Social media activation
Neighborhood outreach
The brand voice should now be clearly articulated across all content, reinforcing the property’s value proposition.
Phase III: Pre-Leasing (6 Months to Project Open) With marketing foundation in place and branding finalized, focus shifts to lead generation & engaging and converting. The leasing team should actively use the brand to guide all communications, from emails to in-person tours, or virtual experience if hard-hat tours are not an option. This phase includes:
Photo, video, and Matterport content that reflects the brand and provides unit level media
Prospective resident experience and event planning
Ongoing digital and grassroots outreach
Advertising strategies fully developed and turned on
The brand should feel real and relatable, helping prospects visualize life at the property.
Phase IV: Full Leasing (At Project Open) Once the property opens, the brand evolves from a concept to a lived experience. It should now be embedded in the resident journey and daily operations. During this phase, the focus is on:
Updating messaging to reflect move-in readiness
Updating photography and media to replace renderings with actual product imagery
Reinforcing the brand through resident communications and community events
Ensuring consistency across all leasing and operational touchpoints
Collecting early testimonials across review platforms from prospects and new residents
Westgate on Third. That name might sound like a student address (especially given its proximity to IU Bloomington), but peel back the layers of this brand and a compelling strategy is revealed. In a location saturated with collegiate life, Wo3 stood as a conventional housing community ripe with unique opportunity.
Our mission was to cut through the predictable and connect with the discerning independent student or the ambitious post-grad young professional – individuals craving more than cramped quarters and late-night revelry, seeking a more sophisticated vibe and a more established lifestyle.
Now, enter the additional dynamic of stakeholder vision. Our developer, a creator of enduring, successful properties, held fast to a deep-rooted aesthetic. The tightrope we walked was in forging a brand that not only called to the modern sensibilities of our independent student residents but also served the developer’s established taste.
Setting the Stage: Research
First: a deep dive into the project’s essence. This research helped us pinpoint key strategic considerations:
Location: “Westgate on Third” offered immediate recognition, thanks to its connection to the well-known, student-beloved 3rd Street. Our strategy was to leverage this familiarity while clearly positioning its quieter, more residential west-side location.
Pinpointing the Ideal Resident: Our ideal resident profile moved beyond the undergrad. We envisioned a cohort of young professionals alongside discerning graduate students ready to embrace a more refined, less party-centric lifestyle. The unit mix, leaning towards studios and one-bedrooms, underscored a commitment to those who valued their independence and personal space.
Addressing a Market Opportunity: We identified a clear demand for high-quality, upscale apartments independent of the student scene. Westgate on Third was the answer, offering elevated amenities and a refined atmosphere in a convenient location, appealing directly to those transitioning to a more established lifestyle.
Demographics and Psychographics
Next: A deep understanding of the market’s nuances. Key insights illuminated our strategy:
Demographics: The local area presented a significant segment of younger, well-educated individuals, perfectly aligning with our target resident profiles.
Resident Mindset: We explored the lifestyles, values, and attitudes of our potential residents, shaping a brand personality defined by intelligence, sociability, and approachability.
Generational Currents: Recognizing the influential presence of younger generations was critical. Their emphasis on individuality and digital engagement directly informed aspects of our brand communication strategy.
Crafting the Brand Identity
Creating the Westgate on Third brand was a strategic process of marrying our vision with the developer’s established preferences.
The Logo: A delicate alchemy: the developer’s preferred timeless elegance subtly infused with modern energy, hinting at the vibrant community within.
The Experience: A compelling narrative of sophisticated living that pulses with approachable, youthful energy.
The result? A magnetic, modern draw for independent students and young professionals nested within the developer’s established brand, building trust and familiarity.
Creating Resonance
Westgate on Third’s brand strength lies in its alignment. By deeply understanding the target resident, respecting stakeholder perspectives, and grounding our creative choices in market understanding, we crafted a brand that resonates with the intended audience while honoring the client’s classic-leaning preference. This strategic balance is the very heart of effective branding – a strategy that transcends mere surface appearances to forge a genuine connection.
Giving your team the keys to Canva can feel like opening the floodgates of creativity, and that’s a wonderful thing! But just like every town has its unique character, your community has its special brand identity. Letting team members create freely as they hype up new promotions, events, and offers is excellent, but we want to ensure that your community’s unique sparkle shines through consistently—whether it’s a big announcement or a flyer for the next clam bake. That’s where understanding and using your brand guidelines with Canva templates comes into play.
Know Your Community’s Brand Guidelines
Your brand guidelines are the storybook of your community. It’s about more than pretty colors and fonts; it’s about the feeling you want to evoke, the promises you make, and the personality that makes your community unique. To use Canva effectively, everyone needs to be on the same page with the brand guidelines. (If you want to dive deeper into the why and how, there’s a great resource here.)
Inside your brand guidelines “storybook”, you’ll usually find chapters like:
Brand Positioning: This is the heart of your story—what makes your community stand out and what you want people to remember you for.
Brand Attributes: These words describe your community if it were a person. Are you welcoming and warm? Adventurous and active? Mellow and sophisticated?
Ideal Resident Profile (IRP): Knowing who you hope to welcome into your community helps you speak their language and create things they’ll genuinely connect with.
Brand Voice & Tone: This is how your community “sounds” when it writes things down. Is it friendly and casual, like a chat with a neighbor? Or more informative and helpful, like the local librarian?
Logo Mark & Usage: Your logo is like your community’s signature – there are specific ways it should look to always be recognizable.
Color Palette: Just like Coca-Cola has its own palette of red and white, your brand has its own set of unique colors.
Typography: The fonts you use have their feel, too – some are classic, some are modern, and your guidelines will tell you which ones fit your community best.
Design Elements: These could be patterns, little drawings, or graphic elements that add a bit of your community’s unique charm to everything you create.
Lifestyle Photography: These photos give people a glimpse of what life is like in your community—think sunny mornings, friendly gatherings, and cozy evenings. And dogs. Don’t forget the dogs.
Iconography & Illustrations: Sometimes a little picture can say a thousand words, like using an icon to show off the dog park or the community garden.
Brand Examples: These are like snapshots of how everything should look in real life, from social media posts to welcome brochures.
Using Canva’s Brand Kit
Canva has an incredible toolbox called the Brand Kit, and it’s like having all your community’s essential visual elements at your fingertips. Setting this up is like organizing your favorite art supplies so they’re always ready when inspiration strikes. It’s worth the time you take. Here’s what you’ll want to put in there:
Logos: Get all logo versions into Canva so they’re always easy to grab and drop into your designs.
Colors: Enter those specific color codes from your guidelines so everyone uses the exact right shades that represent your brand.
Brand Fonts (Canva Pro): If your brand uses special fonts, you can upload them (if you have Canva Pro) so that your text looks consistent.
Once your Brand Kit is set, team members have a cheat sheet to staying on-brand. Consistency is important for client confidence (even on the subliminal level).
Creating “On Brand” Canva Templates
The real magic happens when you create templates in Canva that already have your community’s DNA baked right in. Think of these as pre-set canvases where your team members can add specific information without guessing about logos, colors, or fonts. Here’s how you can make this happen:
Pick Good Source Templates: Choose Canva templates similar to what your team will need to create (event posters, social media posts, flyers), or consider creating fully branded custom templates and only allow their usage.
Bring in Your Brand Elements: Swap out the template’s generic stuff with your logos, brand colors, and fonts from the Brand Kit.
Set Standard Layouts: Create a few basic designs for everyday needs so there’s a consistent look and feel, even when the details change.
Special Touches: If your brand uses specific patterns or icons, include them in the templates where it makes sense.
Give Guidance: When you share these templates, add simple instructions on how to use them and what things should always stay consistent (like where the logo goes or which fonts to use for headlines).
By taking a little time to create these on-brand templates, you’re making it easier for your team. Everything they create will carry the recognizable feeling of your community. It’s like giving everyone the right ingredients and a basic recipe, so even if they add their own flair, the final dish always tastes like home—a uniquely and consistently branded home.
You’re about to close on a multifamily property. Congratulations – Level One is complete. Now for the real strategic play: the rebrand and the all-important marketing. Let’s be clear: In today’s uber-competitive multifamily industry, dawdling is not an option, especially when 30 days to turn it all around is the industry standard. Speed and a laser focus are your new best friends. Consider this your briefing on navigating this crucial phase effectively. Know Your “Why”
A rebrand isn’t just slapping on a new coat of paint (though sometimes it involves that, too!). It’s about telling a new story and making sure people get it. Why would you even need to rebrand? Glad you asked:
The Fresh Start Name Game: Making a Better First Impression
Sometimes, the old name just doesn’t cut it. Maybe it was bland, didn’t fit the vibe, or you wanted something shiny and new. Maybe you have to change the name for legal purposes. All good! Think of it as boosting your property with a nice, sticky new name. Do your homework – make sure it resonates with who you want living there and screamsto them, “This is where YOU want to be!”
Renovations? Time to Brag (Tactfully): Showing Off the Goods
You’ve spruced the place up, investing time, energy, and money to improve it. But remember: people need to see it to believe it. A rebrand is your chance to brag (nicely, of course) about all the fantastic upgrades. New gym? Sleek kitchens? Show. Them. Off. Your marketing needs to be the visual high-five to those renovations.
New Management, New Attitude: Wiping the Slate Clean
If the property had a rough patch or there’s a new sheriff in town (that’s you!), a rebrand hits the reset button. It says, “Hey, things are different now, and we’re serious about making this a great place to live.” The rebrand shows you’re committed.
Tips for Acquisition Rebranding Timelines
Thirty days to close? That’s a sprint, not a marathon. But you can make it spectacular with the right game plan.
Engage Creative Early for Maximum Momentum
Loop your creative agency in early – even before the ink is dry. Thirty days isn’t ideal for brand development, but with acquisition rebrands there just isn’t a better option. With the right creative partner in place and some pre-planning, they can start as soon as you give them the green light. So share your vision and give them a head start to get their creative gears turning.
Offload and Conquer
You’re staring down a mountain of acquisition tasks, so leverage your creative agency beyond just the logo – website content, marketing materials, signage, etc. Let them handle it and free up your brain (and your to-do list!).
Acquisition Branding Collateral: The Must-Have Checklist
To ensure you hit the ground running, get this marketing collateral locked and loaded ASAP, STAT, all the ways of saying: IMMEDIATELY. Your agency will thank you (and your occupancy rates will, too).
Logo and Brand Bible: This is your visual handshake. A great logo and clear guidelines ensure everything looks sharp and consistent.
Website and Online Swagger: Your website is your digital front door. Make it easy to use, gorgeous, and SEO-friendly so people can find you. Update those online listings and social media profiles, too!
Leasing and Sales Superpowers: Arm your team with brochures and flyers highlighting your property. Know your audience and speak their language.
Signage That Shines: Make sure everything reflects the new brand, from the big sign out front to the little directional signs inside. Happy residents (and potential ones) appreciate clear directions.
Digital Marketing Domination: Get social, send those emails, and throw in some targeted ads. Reach your ideal residents where they’re hanging out online.
Resident Love Letters: Don’t forget the folks who already live there! Keep them in the loop about the rebrand. It fosters goodwill and makes them feel like part of the exciting changes.
Rebranding a multifamily acquisition in 30 days? It’s a whirlwind, but you can nail it with a smart strategy, clear communication, and a fantastic creative partner (like Zipcode). Get those ducks in a row, tell your property’s new story with flair, and watch those occupancy rates soar.
Apartment branding development for multifamily often feels like chasing a ghost, doesn’t it? It’s intangible, and a little mysterious, like trying to quantify a feeling. Here’s the cold, hard truth: quantifying that “feeling” is crucial. It’s the difference between a community with a revolving door of residents and a thriving, sought-after address. Branding development is a nuanced game (one of perception), but don’t be fooled—it’s often your most potent asset. Let’s explore the different avenues to developing a brand that delivers.
Building Brands, Not Just Residences: The Power of Strategic Relationships
Forget the flashy gimmicks. True brand development is about cultivating strategic relationships—with residents, employees, and industry partners. It’s about building trust and recognition. A strong brand attracts residents, keeps them loyal, and justifies your premium pricing. It’s about selling a lifestyle and a feeling, not just a (one-time) lease— and creating an emotional connection that goes beyond bricks and mortar.
The Four Pillars of Brand Development: Your Foundation for Success
To build a compelling brand, we need to nail down its core components:
Brand Awareness: Is your community the talk of the town? Does it resonate on social media? Do potential residents know your name?
Brand Loyalty: Are residents renewing their leases? Are they referring friends? Retention and referrals are the gold standard of brand success.
Perceived Quality: Do residents feel the amenities and features align with the price? Is there a sense of genuine value?
Brand Association: What comes to mind when people hear your brand name? Is it positive, memorable, and reflective of your community’s unique character?
These are the cornerstones of your brand’s foundation. Each contributes to the overall perception and the ultimate success of your community.
Building Brand Equity: Strategic Development is Non-Negotiable
A solid multi-family brand isn’t a luxury; it’s a thriving community’s bedrock. It’s important to craft a resonant narrative, a visual language that captivates, and a consistent experience. To achieve this, focus on the five crucial components of strategic brand development:
Research & Strategy: This is where the magic begins. Understand your target resident, your market, and your unique value proposition.
Name: Your community’s name is its first impression, your first whisper of its identity.
Logo: Distill your brand’s essence into a single, memorable logo.
Verbal Identity: The tone, voice, and messaging that create a high-value perception for your residents and prospects.
Each of these elements, when thoughtfully developed and consistently applied, creates a brand that attracts residents and fosters a sense of belonging. Navigating these components requires expertise and vision. That’s why partnering with the right creative minds is essential—to ensure your brand’s story is told with clarity, consistency, and an undeniable spark.
Tailored Brand Development Solutions: Because One Size Fits Absolutely None
At Zipcode Creative, we understand that every multifamily community has its own unique set of challenges and aspirations. That’s why we offer brand development packages that, while recommended for certain property categories, are entirely customizable to your specific needs and budgets.
Essential: We focus on foundational naming and basic branding, a sturdy, reliable foundation, perfect for C-class and affordable properties. It’s about laying the groundwork for future growth, no matter what you’re growing.
Standard: For B-class and BTR/SFR properties, we delve into ideal resident profiles and brand positioning, crafting a compelling narrative that attracts the right residents. We ensure your brand speaks directly to your target audience, whoever they may be.
Premium: We create comprehensive branding that positions the property as an elevated lifestyle experience, typically for A-class and new construction. High-end properties demand a high-end brand.
Corporate: For property management and supplier companies, we focus on building a strong corporate identity that establishes credibility and trust within the industry. We help you create a brand as strong as the properties you represent.
Portfolio: For portfolios of communities, we ensure consistent brand strategy across multiple properties, fostering brand recognition and loyalty. We create a cohesive brand experience that transcends individual locations.
Remember, when it comes to which package to choose, these are merely recommendations. We’re here to customize, tweak, and create whatever your brand needs, no matter the category.
Conclusion: Meet Your Bottom Line
The bottom line of multifamily’s bottom line is this: brand development isn’t a whimsical luxury or a marketing department’s mood board. It’s a non-negotiable necessity—dismissed at great peril. In a market saturated with ‘just fine’ properties, a strategically crafted brand is the difference between a waiting list and…crickets.
The win is in building and maintaining an identity that resonates, fosters loyalty, and commands value.
Ultimately, brand development is about creating a community people want to be a part of, not just a place they have to live. That’s not a luxury; that’s smart business.
Let’s call it out. There’s been a bit of misalignment, or tech lag, in the multifamily industry. Renters are glued to their screens, but multifamily properties weren’t necessarily meeting them there. Intrinsic Digital saw the gap – a chasm, really – between where renters lived digitally and where properties were trying to get their attention. So, they decided to do something about it. The answer: Kurie.
Closing the Renter Engagement Gap
The problem wasn’t just where renters were; it was how they were consuming content. Static ads and print are still valuable but a bit old school. The challenge was to meet renters where they were—on streaming platforms, engaging with video. That’s where Kurie came in, a solution designed to bridge that disconnect, to speak directly to the modern renter in their own language.
Why Streaming TV Ads Are Essential for Multifamily
First things first: understanding the “why” is everything. The industry had flourished in the past with static visuals, but renters, especially the younger crowd, were living in the streaming world. And to stay competitive, you must evolve. But in this case, jumping on the next new platform wasn’t going to be enough: to get it right demanded a brand that gets the digital renter, that speaks their innovative language. Intrinsic Digital understood that assignment.
Launching a Video-First Advertising Agency
That’s also where we stepped in. Intrinsic Digital tapped us to help build a brand that was both innovative and strategically sound. Research? Check. Competitive analysis? Double-check. And that’s how Kurie was born. Named after Marie Curie—because innovation-and-pushing-boundaries. And that “kreative” spelling? It’s memorable, modern, and hints at “curious” and “curated,” perfect for an agency at the forefront of digital marketing.
Kurie was never going to be just another agency. They were determined to be the streaming TV agency for multifamily, laser-focused on video. As part of that plan, they built RenterTV and ReTV. RenterTV offers precision targeting, hitting renters within a 10-mile radius using zip codes and behavior. ReTV follows up with smart retargeting, bringing back website visitors with targeted streaming ads.
It’s about being smart, not just loud.
Developing a Visual and Verbal Brand Identity
Next came branding. While Intrinsic Digital handled the website, we made sure the brand foundation was solidly aligned. We created a modern, distinctive logo, paired with a consistent visual language across all collateral. Finally, a verbal identity crafted to provide clear, compelling messaging to drive the point home: Kurie had arrived.
Driving Leads and Leases
How does our story end? Well, it hasn’t, but one thing is certain: Kurie’s blend of data and creativity works. It’s driven real, measurable results, including increased brand awareness, higher engagement, more leads, and improved conversions and leases. By leveraging streaming TV, they’ve helped properties connect with renters in a way that markedly moves the needle.
Future of Multifamily Marketing: Leveraging Streaming TV for Renter Acquisition
As a case study, this one is a bit of an outlier. The fact is: Kurie didn’t just adapt; they reinvented the game. In a world where attention is a precious commodity, video-first isn’t a luxury— it’s a necessity. Kurie has set a new standard, showing what’s possible when you combine strategic thinking with cutting-edge technology. And as the industry keeps evolving, they’re poised to lead the way, delivering results that truly matter. We’re proud to be a part of it, and:
In the crowded world of apartment communities, “location, location, location” isn’t just a tired real estate mantra—it’s your brand’s secret sauce. You could chase the latest design trends or play it safe with a snooze-worthy “timeless” look, but if you’re not tapping into the unique vibe of your locale, you’re missing a golden opportunity.
Apartments are hyper-local, woven into the very fabric of their neighborhoods. And to make a splash, your brand needs to be, too. It’s about more than just building a building; it’s about becoming a part of the community’s story.
“Local” Beats Bland Every Time
Why should you ditch the generic and embrace the local? Authenticity.
In a world drowning in cookie-cutter experiences, people crave authentic connection. They want to feel like they belong. Building that connection requires a brand that reflects the spirit of its neighborhood.
Make no mistake: “local” doesn’t mean you can’t have worldliness, sophistication, and style. You can rock a trend, nail a classic look, or create a totally unique vibe. But by grounding it in the local context, you make it real, relevant, and irresistible to your target audience.
The How-Tos of Building Local Branding
First, you’ve got to know your people. I’m talking about your Ideal Resident. Who are they? What makes them tick? Why did they choose this neighborhood? Are they drawn to the buzzing nightlife, the top-notch schools, or the easy commute? Get deep into their “why” because that’s where the magic happens.
Next up, the neighborhood itself. Time to become a local historian and a cultural anthropologist.
Dive into the area’s past, its present, and its future. What are the hidden gems, the local hotspots, the stories that make this place unique? You want your community to feel like a natural extension of the neighborhood, not an alien spaceship that landed in the middle of it.
Finally, your community’s differentiators—your special sauce. What sets you apart? What needs are you meeting? What desires are you speaking to? Don’t just list amenities; show me how they solve real problems for your residents. What’s your unique selling proposition? Make it shine!
Your brand’s visuals and your messaging—it all stems from this.
From Research to Reality: Weaving Local Essence into Your Brand
So, you’ve discovered your target resident loves art. How does that translate? It could be ambient, showcasing local artists in your lobby. Perhaps it’s on the events side: by hosting art walks. You’ve learned the neighborhood is historic? Integrate vintage-inspired design elements into your community spaces. We don’t just research the neighborhood; we let it enhance (or even tell) the brand story. If the local area is known for its tech industry, maybe your brand is modern, sleek, and high-tech in its feel. If the area is known for its parks and trails, your brand might be more relaxed, natural, and outdoorsy.
This isn’t just theory. In a neighborhood known for its craft breweries, consider hosting beer tastings or partnering with local brewers. If the area has a strong cycling community, provide bike storage and repair facilities. If the neighborhood is full of dog owners, you’ll want to be sure to offer pet-friendly amenities.
The Art of Local Branding: Finding the Sweet Spot
If you’re feeling like this sounds heavy-handed or too literal, you can always choose to weave in that neighborhood magic with a lighter touch. As long as you’ve got a good grasp on your audience and what they’ll vibe with, a few well-placed partnerships with local restaurants or boutiques can be all you need to create that sense of timeless connection. After all, you want your brand to feel like a natural extension of the neighborhood, not a theme park version of it. It’s all about finding that sweet spot between honoring the location and letting your unique brand personality shine through.
When you nail the local connection, you’re not just building apartments; you’re building community. And in today’s world, that’s the most resonant, impactful thing you can do.
Multifamily Branding & Interior Design: Crafting Resident Experiences That Convert
A harmonious marriage between brand identity and interior design is non-negotiable for successful multifamily branding. It’s more than aesthetics; it’s about creating an immersive experience that resonates with the target resident and elevates the property’s desirability. In the spirit of that collaboration, we teamed up with MaxRent Designs on this post, who kindly shared some thoughts with us.
It’s important to remember that residences are more than just four walls and a roof; they are lifestyle made tangible. Brand development should always consider interior design to create spaces that truly embody the brand promise.
Architect vs. Brand: Who’s On First?
Answer: We’ve seen it both ways.
In the first, the architect takes the lead. Builders are often eager to start with architectural plans and engage interior designers early. While this approach offers a strong foundation, creative agency partners must have access to these plans from the outset to ensure brand alignment.
In the second, brand development precedes interior design. In this case, we strongly suggest providing comprehensive brand guidelines to the interior designers. This way, design decisions are grounded in the brand’s core values, target audience, and desired positioning.
Data-Driven Design
In a perfect world, architectural and interior design decisions should be strategic– based on market research that pinpoints the ideal resident profile for the community. This data-driven approach ensures that the property resonates with the target audience and maximizes its appeal. Additionally, branding and interior design can strategically draw from the building’s location (history, themes, vibe, etc.) to seamlessly fit into the neighborhood or set it apart.
Color Psychology: Creating Mood & Brand Identity
Color is essential to establishing a space’s mood and atmosphere. It’s more than just selecting paint colors; it’s how the chosen palette will evoke the desired brand personality. Do the colors exude warmth and sophistication, or are they more vibrant and energetic? How do they interact with natural light? A well-curated palette can significantly impact the resident experience, creating a space that feels inviting and aligned with the brand’s aesthetic—it just feels right.
But don’t just take our word for it. In a recent conversation with the designers at MaxRent Design, they shared their perspectives on crafting effective color palettes. They emphasize an approach that balances brand identity and resident comfort. Their interiors often begin with a foundation of earthy tones like sand, tans, whites, and beiges, then introduce brand colors as subtle accents. For instance, instead of overwhelming interior spaces with a brand’s signature red, they might strategically use it in exterior signage or door paint.
Another tip? Align the overall color scheme with the brand’s vibe, using lighter finishes and fixtures for brighter brands and darker elements for more sophisticated or dramatic ones. The ultimate goal is “to create the right mix of colors that resonates the most with the prospects and residents in each sub-market. We want them to feel proud of where they live, which translates to higher retention, lower turnover costs, and a happier community.”
Beyond Trends to Resident Resonance
It’s an absolute that interior design needs to resonate with the target residents. For instance, a young, professional demographic might be drawn to a modern, minimalist aesthetic, while families may prefer a more classic and timeless look. Does the interior design draw inspiration from a particular era, like midcentury modern, or does it evoke a specific vibe, like a coastal retreat? The style should not follow fleeting trends but contribute to the brand narrative and create an enduring appeal.
Remember, a strategic balance exists between location-specific design moments and enduring design principles. While tailoring designs to each location/submarket is strategic, prioritize core elements that resist fleeting trends. Focus on timeless color palettes like whites, blacks, and grays, which have proven their lasting appeal.
This long view extends to fixture selections; trendy or visually unappealing hardware can undermine a perfect color scheme. It’s essential to align fixture choices with the overall brand narrative. For instance, a sophisticated look might feature delicate pulls and glass fronts. At the same time, a classic design would incorporate robust pulls and shaker-style cabinets, potentially with an accent color to create visual interest. Ultimately, letting the brand dictate the direction ensures a cohesive and enduring design that maximizes long-term value.
Elevating Multifamily Spaces: Material Choices & Quality
Material choices play a significant role in creating a premium or budget-friendly aesthetic. High-quality materials, such as quartz, granite, or high-end laminate countertops, elevate the perceived value and generate a sense of luxury. Similarly, upgraded fixtures and elevated features, such as stylish backsplashes and kitchen islands with pendant lighting, enhance the overall appeal and create a more sophisticated feeling. In brand development, it’s crucial to accurately reflect the class and price point of the property to set appropriate resident expectations and deliver on the brand promise.
It’s also imperative to align materials with the submarket’s target demographic and financial realities. Investing in high-end finishes like quartz countertops and designer fixtures in a market that cannot support the associated rental increases is financially unsound. It’s best to be realistic about ROI, as most owners want at least 20%—balance aesthetic appeal with cost-effectiveness. Consider strategic material substitutions, such as choosing Formica over quartz or LVT over wide-plank wood flooring, to manage costs and alleviate rental increase pressures.
That said, avoid sacrificing quality for short-term savings. It can be disastrous for kitchen faucets, toilets, and doors to break down within 18-36 months of usage and require a complete replacement. Prioritize working with suppliers who provide durable, high-quality materials. This commitment to quality is as vital as design in achieving successful multifamily renovations.
Ultimately, collaboration between brand developers, architects, and interior designers results in multifamily communities that are visually stunning and effectively communicate their unique brand identity. By working together, we can create spaces that strategically align with the brand vision and consistently attract residents who are thrilled with where they live.
In the competitive Sarasota real estate market, Aspire on 10th needed a serious edge to stand out. We recognized the opportunity to paint a new picture for our target audience: young professionals who weren’t just looking for a place to crash but craving a vibrant, cultured, and undeniably cool lifestyle.
The Opportunity
Sarasota has long been a vibrant hub for the arts. With its world-class museums and thriving galleries, it has a palpable creative energy. So our work for Aspire on 10th wasn’t about simply promoting an apartment building; it was about tapping into that artistic spirit. We wanted our prospects to imagine waking up just blocks from Bayfront Park, with the Performance Center practically on their doorstep and the arts district a stone’s throw away. We needed them to feel they’d have a front-row seat to the cultural scene. And we could not let them forget the property’s unique history – built on the former worksite of a renowned sculptor (we’ll call him the 8M dollar man, as his last sold piece commanded that price), nestled among majestic grand oaks. This rich history provided a compelling narrative that we wove into the very fabric of the brand.
Research & Strategy
When figuring out who we were targeting, we weren’t just throwing darts at a board. We dug deep to understand our ideal residents. Who were they? What did they care about? We accessed comprehensive demographic and psychographic data to understand our prospective residents: young professionals, 26-35, with the income to play. We learned that they crave a vibrant urban lifestyle: walkability was a must, amenities were a given, and access to the city’s cultural heartbeat was non-negotiable.
Next, we needed to assess the competition and strategize. There was plenty of competition. The Sarasota market is flooded with luxury apartments. How would we stand out? We had to get down to the nitty-gritty of our key differentiators.
We had a few aces up our sleeve.
First, location, location, location! Bayfront Park, the Performance Center, the arts district—we were right in the middle of it all. We had unparalleled access to the city’s pulse, precisely the culture-forward lifestyle our residents were seeking.
Then there’s the history. Aspire on 10th is built on the former studio site of a world-famous sculptor. Creativity and artistry are foundational to the property—that’s a story that writes itself.
Finally, the amenities: a dog park for furry friends, a fitness center with Pelotons aplenty, a pickleball court for some pulse-pounding competition, a golf simulator named “Deep Green,” and even a dedicated craft room. Who wouldn’t want to live here? If you’re being honest, you’re thinking about it right now.
Implementation
The strategy for Aspire on 10th focused on highlighting the property’s unique character and leveraging its connection to the local arts scene. Marketing materials featured the property’s historically artistic significance, using vibrant and creative (and bespoke) design elements. Collateral consistently reinforced the “Creative,” “Appreciative of Culture,” “Likes to Walk,” “Urban Environment,” and “Modern” aspects of the Aspire on 10th brand. The exclusive amenities were featured across the board, enticing the target audience to opt in and choosethe lifestyle that they didn’t know they were craving.
The Big Picture
The Aspire on 10th case study demonstrates the power of leveraging a community’s unique cultural identity to create a successful multifamily brand. By embracing Sarasota’s vibrant arts scene and focusing on the needs and desires of its target audience, the Aspire on 10th brand is establishing itself as a leading multifamily brand— artfully.
In today’s competitive market, data-driven decisions are crucial for successful brand and marketing strategies. We recently asked Anne Baum, VP of Marketing at Towne Properties, and Stacey Hampton of Asset NOI Consulting, to share their thoughts with us. We asked: Where exactly do you find the evidence that your brand delivers results? Let’s dive into the key data sources we need to be tracking.
Find the Data that Proves the Value
A well-executed brand minimizes reliance on costly tactics like escalating marketing spend, concessions, and rent reductions. By comparing traditional marketing metrics, such as click-through rates, contacts, and tours, to operational performance, you’ll see a clear correlation between lower expenses and higher revenue.
Metrics that indicate that a property has a strong brand and customer experience include a rating of 4.5 or higher on Google, a tour tour-to-application rate that is higher than the benchmark, the percentage of leases coming from referrals, and Rental Income Per Unit Compared to Budget at 100% or higher.
Online reviews and reputation management platforms offer valuable insights into resident sentiment and brand perception. High online ratings and the number of referral leases reflect strong resident satisfaction and brand strength.
Resident surveys and feedback provide crucial insights. Renewal rates and move-in/move-out NPS scores measure resident satisfaction and identify areas for improvement.
Website analytics provide valuable insights into website traffic patterns and user behavior. Analyzing website traffic helps understand which marketing channels are driving engagement and identify areas for optimization. A high bounce rate suggests that your website is not effectively engaging visitors.
How Corporate and Individual Property Brands Work Together
The corporate brand sets the overall tone and values for the entire organization, while individual property brands reflect each location’s unique character and personality. Balance is achieved when clear brand guidelines and frameworks are established, such as standard photos, videos, tours, collateral, and sign packages. The individuality in the design and messaging should reflect the community, the people who reside there, and what’s important to them.
With a strong operational foundation and mission at the corporate level, properties can then reflect their purpose in their communities.
A strong corporate brand provides a foundation of trust, quality, and consistency that resonates with potential residents. Individual property brands then build upon this foundation, offering a tailored experience that appeals to the specific needs and preferences of the target market for that particular location.
Verbal Identity Shapes Brand Personality
Your verbal identity (brand voice and messaging) shapes your brand personality. Crafting a verbal identity involves defining your target audience and understanding their needs and values. It tells a compelling brand story, communicating the unique value proposition of your brand and what makes it stand out. Finally, it consists of developing a consistent tone of voice that ensures your messaging is authentic, engaging, and reflects the desired brand personality.
It is essential to train your staff to embody and deliver the defined brand promise. Part of the brand promise is the experience prospects and residents receive from staff. Additionally, make sure brand assets are readily available to site staff. Consider managing websites and marketing sources centrally to ensure brand consistency.
Bring Your Leasing Team into the Brand Development Conversation
Your leasing team is on the front lines, interacting with potential residents and gathering valuable insights into their needs and preferences. The team understands their communities, know what prospects value most, and are deeply familiar with the area they work in daily. Look to them to differentiate your branding, centered around what prospects connect with, such as nearby schools, employers, and popular local eateries.
Physical + Visual Audits
Beyond the data, conducting regular physical audits is crucial to ensure brand consistency across all touchpoints.This includes assessing the physical condition of the property, ensuring that the property is well-maintained and reflects the desired brand image. It also includes evaluating the property’s visual appeal, ensuring that its exterior and interior design are aesthetically pleasing and aligned with the brand identity. Finally, it includes inspecting signage and branding elements, ensuring that all signage and branding elements are consistent, up-to-date, and effectively communicating the brand message. Remember, physical visits help ensure consistent branding while identifying opportunities to expand it across the community. Existing communities often see improved occupancy with the slightest refresh in branding.
Additionally, pairing physical with digital audits is also very important to ensure no discrepancy between how the property is represented online and IRL. It is easy to misrepresent the property through website design, photography, and staging–but discrepancies will impact the tour-to-application ratio when there is a disconnect between the online and physical brand.
Which Type of Brand Do You Want to Be?
You can focus on being the “cheapest or closest to where I go every day,” appealing to renters primarily concerned with affordability and location. Alternatively, you can focus on creating a desirable lifestyle and emotional connection, appealing to renters who seek more than just a place to live. The answer will depend on your target market, competitive landscape, and overall business objectives.
By leveraging data, conducting thorough audits, and actively involving your team in the development process, you can create a powerful brand that drives resident satisfaction, enhances the resident experience, and maximizes your bottom line.
Remember, your brand is more than just a logo or a slogan. It’s your promise to your residents, reflected in every aspect of your business, from your marketing materials to your resident interactions.
Choosing the right stock photos for your multifamily brand can be as challenging as it is critical. Your photos are the visual story of your community: silent salespeople, showcasing your brand and enticing potential residents to call your property home. It’s so much more than just finding pretty pictures – it’s strategic image selection that tells a compelling story and resonates deeply with prospective residents. To help establish a framework, consider the following when making your selections:
Color Play: The Power of Your Palette
Color isn’t just about aesthetics; it evokes emotions. By consistently weaving your brand colors throughout your marketing materials, including your stock photos, you create a strong visual identity that resonates with your target audience on an emotional level.
Look for images that pop with your brand colors – think of people sporting your brand colors, furniture in similar hues, or even backgrounds (like those vibrant green parks if green is your thing!). If your brand colors are blue and green, look for images of serene lakes, lush gardens, and clear blue skies to subtly reinforce your brand identity.
Building a library of stock images that align with your brand colors allows for more strategic and consistent use across all marketing—and makes a lasting impression.
Lifestyle Vibes: Capture the Essence of Your Community
Lifestyle imagery should evoke a feeling of what it would be like to live in your community. Focus on imagery that inspires. Instead of showing literal depictions of activities (e.g., a person on a treadmill), choose images that evoke a feeling of wellness, relaxation, or community; allowing potential residents to imagine themselves living that lifestyle within your community.
Select images that tell a story. For example, an image of a bustling coffee shop suggests a vibrant neighborhood, while an image of a serene park evokes a sense of tranquility. Instead of a generic gym photo, showcase an image of a yoga class in a serene space. This evokes a sense of wellness and community. Highlight trends like remote work by including images of stylish home offices or co-working spaces. This shows that your community is designed to support modern lifestyles.
Amenities Spotlight: Showcasing What Makes Your Community Shine
Your stock images should reflect the amenities and features of your apartment community. While you don’t need to use images of your exact building, showcase images that are similar to your community’s features, such as modern kitchens, spacious balconies, and state-of-the-art fitness centers. Include images that showcase nearby attractions, such as restaurants, shops, and parks, to give potential residents a sense of the surrounding area.
People Power: Depicting the Ideal Resident & Diversity
While it’s important to include people in your imagery, carefully consider who you are depicting. Based on your brand development, identify the characteristics of your ideal resident. This will guide your image selection and help you choose images that resonate with your target audience.
Remember:it’s crucial to include people of various ages, genders, ethnicities, and abilities in your images. Depicting a diverse range of residents ensures compliance with fair housing regulations and also strengthens your brand identity as an inclusive and welcoming community.
Brand-aligned lifestyle stock images communicate your community’s unique offerings, and result in compelling marketing materials— resonating with potential residents and driving your brand’s success.
Ready to elevate your marketing with impactful imagery? Contact us today to learn how we can help.
When it comes to multifamily marketing, attracting the right residents is about more than just throwing ideas at the wall to see what sticks. It demands a deep understanding of your target audience and a strategic approach to reaching them. The true dynamic duo of brand strategy? A strong Ideal Resident Profile (IRP) and geofencing. Let’s look at how these high-octane tools can ultimately crack the code and attract the perfect residents to your community.
Know Your Audience: Demystifying Your Ideal Resident
Before reeling in those renters, you must understand who you’re casting your net for. That’s where brand strategy comes in, specifically the (cue the choir) Ideal Resident Profile (IRP). Consider it a detailed identity sketch of your ideal resident— we’re not talking broad strokes. We want to get granular. We’ll dissect this research like your best friend vets your new boyfriend’s social media posts—every detail matters.
Demographics: Age, income, marital status, and education level paint a picture of who can afford and(wait for it) is likely to be interested in your apartments.
Geographic Data: Population density, income levels, and household size within different neighborhoods provide valuable insights into where to focus efforts.
Psychographics: This is where things get riveting. We learn about our residents’ lifestyles, values, interests, and attitudes. Are they health-conscious? Do they prioritize experiences over material possessions? Understanding these nuances allows us to tailor our messaging for optimal results.
Behavioral Data: How do they spend their time? What are their online habits? What are their purchasing behaviors? This helps us understand how to reach them best.
Generational Persona: Understanding the values, motivations, and communication styles of different generations enables us to craft messages that resonate authentically.
Brand Central: Building Your Brand Around Your Ideal Resident
Once you know your ideal resident inside and out, it’s time to craft a brand that speaks directly to them. Here’s how the IRP informs your brand development:
Messaging: Lose the generic marketing-speak—use language that sings to your IRP. For example, lean into your community’s green features if your research reveals a strong interest in sustainability.
Visual Identity: Curate the photos, videos, and graphics on your website and social media. Does your ideal resident prioritize modern aesthetics? Showcase sleek interiors and contemporary design.
Value Proposition: What makes your community stand out? Don’t just say you have a pool; help prospective residents imagine cooling off after an epic pickleball match (if your research indicates a fitness-focused resident).
The Power of Geofencing: Right Place, Right Time
Now that your brand strategy is locked in, let’s get tactical with geofencing.
Remember, thanks to our research, we know precisely where your ideal residents spend their time.
Imagine drawing an invisible fence around the places they frequent – coffee shops, gyms, and restaurants– oh, my! When they enter that geofenced area with their mobiles, your perfectly targeted CTA will greet them.
Here’s how geofencing, combined with your ideal resident profile, creates a targeting dream team:
Location, Location, Location: Geofencing isn’t just about throwing a digital net over a neighborhood and hoping for the best. It’s about laser-focusing on where your ideal residents actually spend their time. Apt Geo’s geofencing technology takes the guesswork out of the equation by leveraging real-world behavioral data.
By using insights from the Ideal Resident Profile (IRP), such as where prospects live, work, and play, Apt Geo can create precise virtual fences around high-intent areas. That means ads show up when and where they’ll have the most impact.
For example:
Want to reach renters actively looking for a new apartment? Geofence competitor properties, places of interest (POIs), or common employers.
Attracting upscale (or luxury) renters? Geofence luxury retail centers, high-end gyms, and premium grocery stores like Whole Foods or Trader Joe’s.
By zeroing in on the right locations, you can ensure your message isn’t just seen—it’s seen by the right people, at the right time.
Contextual Targeting: Geofencing allows you to tailor your ad content to a specific location. Someone at a gym might be more receptive to an ad about your fitness center, while someone at a coffee shop might be more interested in learning about your co-working space. Your Ideal Resident Profile (IRP) shapes where we geofence, ensuring your ads appear in the places your audience already frequents.
By combining the power of brand strategy and geofencing, you can reach and attract residents who are the perfect fit for your community.
To recap:
Craft an Irresistible Profile: Deeply understand your ideal resident – their demographics, psychographics, behaviors, and motivations.
Build a Brand That SINGS: Develop a brand identity that speaks directly to your ideal resident through compelling messaging, visuals, and a uniquely relevant value proposition.
Leverage the Power of Geofencing: Target your ideal residents with hyper-local ads when and where they are most receptive. The perfect brand strategy defines who you want to reach, and geofencing ensures you reach them when and where it matters most.
This winning formula will attract better leads and build a community of compatible, happy residents who feel they are where they need (and want) to be.
What’s Next in Brand Strategy and Geofencing?
Ready to unlock the true power of geofencing and elevate your resident acquisition strategy? Zipcode Creative and APTGEO are your dream team of data-driven brand strategies and cutting-edge geofencing technology.
If you are ready to:
Identify and target your ideal residents with laser precision.
Craft compelling ad campaigns that resonate with residents’ unique interests and lifestyles.
Leverage geofencing to deliver hyper-targeted messages when your ideal residents are most receptive.
Track and measure campaign performance to optimize your results.
Reach out today. Let’s discuss how Zipcode Creative and APTGEO can help you crack the code—and attract and convert your ideal residents.
A logo is more than just a pretty picture. It’s the visual cornerstone of your brand identity, the first impression that resonates with your audience. Remember that your logo can communicate important qualities about who you are and what you do. So, how do you ensure your logo is visually appealing and truly effective? Let’s dive in.
Meaning & Message: More Than Just a Pretty Face
Your logo shouldn’t just look nice; it should whisper the essence of your brand. Think subtle symbolism, hidden meanings, whimsy (or NO WHIMSY EVER), and a touch of intrigue. Avoid the temptation to be overly literal – something the film and theater world calls “on the nose.” It can quickly veer into “try-hard” territory and signal a lack of sophistication. We don’t want to look like amateur night!
Personality & Vibe: Let Your Logo Sing!
Your brand has a distinct personality – is it sophisticated, playful, edgy, classic, or a unique blend of all these (or others)? Your logo needs to reflect this character. It bears mentioning that this is why brand strategy should precede logo design, and never be skipped.
Typography as Voice: Just as our voices are ours alone, your font should be custom, creating a subtle and clever symbolism that communicates important elements of your brand. A brand name typed out in a generic font signals a generic brand. (More font wisdom.)
Color as Emotion: Colors evoke powerful emotions. Think of how serene blues feel or how energetic oranges are. Your color palette should align with your brand’s desired emotional impact. (Read more about color psychology.)
Beyond Aesthetics: Consider the “feel” of your logo. Is it minimalist and sleek? Bold and dynamic? Handwritten and warm? These subtleties matter when communicating your brand’s personality.
Practical Considerations: Don’t Forget the Real World
While aesthetics are crucial for a captivating logo, don’t forget about the practicalities of real-world application.
Readability is King: Can people read your logo clearly and quickly? It seems obvious, but it’s surprisingly easy to overlook. Remember:
Intricate designs or overly stylized lettering can make your logo difficult to decipher at small sizes.
Mispronunciations and spelling errors stemming from an illegible logo can damage your brand’s credibility and make it harder for people to find you online.
Always prioritize clarity and readability across different sizes and formats.
Versatility is Key: Your logo must be a chameleon, adapting seamlessly to various applications. Consider:
It should look stunning on social media, where it might appear as a small icon or a larger profile image.
It must easily adapt to business cards, letterheads, and other stationery.
It must maintain its integrity when printed on merchandise like t-shirts, mugs, and promotional materials.
How will your logo look in different colors, on different backgrounds, and in various sizes?
Common Pitfalls: Logo Design Sins to Avoid
Even the most talented designers can fall victim to common pitfalls. Here are a few to watch out for:
Clutter is the Enemy: Resist the urge to cram your logo with unnecessary elements like taglines(just— no), extravagant icons, or excessive details. Simplicity is key. A clean, uncluttered logo is easier to remember and more versatile in application.
Color Chaos. While color can be a powerful tool, too many colors can be overwhelming and detrimental to your logo’s effectiveness. Don’t forget:
A restricted color palette creates a sense of unity and professionalism, and enhances brand recognition (hey, Coca-Cola red).
Too many colors can make your logo look amateurish and difficult to use consistently across different applications and backgrounds.
A primary brand color with one or two accent colors is a more polished and impactful look.
Trend Chasing: Avoid chasing the latest design trends. Why?
Trendy designs can quickly become dated, leaving your logo outdated and irrelevant.
Focus on creating a timeless logo reflecting your brand’s core values and standing the test of time.
The upshot is this: crafting a truly memorable logo is an art form. It requires careful consideration and a laser focus on the elements that truly matter. By prioritizing meaning, personality, and practicality, you can craft a visual identity that resonates deeply with your audience, elevates your brand above the competition, and leaves a lasting impression.
When JVM recently asked us for help with a project, they were preparing for a dual celebration: their 50th anniversary and their 2025 Managers Conference. As a close-knit, dynamic real estate investment and property management company passionate about its work, customers, and people, it was essential to everyone that this event truly reflected company values.
The Challenge: Capturing “Impact”
They already had a conference theme in mind: “Impact,” which perfectly encapsulated their focus. They had begun the branding process, but the initial results weren’t quite resonating. They explained that the theme was about understanding the ripple effect of every decision, the interconnectedness of actions and outcomes, and the importance of clear, effective communication. It was about recognizing that every interaction, from internal teamwork to resident engagement, has an impact. And since the conference coincided with their 50th anniversary, they wanted branding that conveyed the “Impact” theme and honored their rich history.
Our Approach: Crafting a Visual Narrative
We understood the challenge—this wasn’t just about slapping a logo on some materials. This project was about crafting a visual identity that embodied JVM’s values and vision. We dove deep into the theme, exploring ideas like the butterfly effect and the interconnectedness of actions. We knew priority one was visually representing how each individual at JVM contributes to the larger whole, creating a powerful collective impact.
The Solution: A Logo That Delivers
The logo we designed delivered the goods, effectively capturing their vision. Sophisticated and dynamic, it interweaves the letters of “Impact,” demonstrating how one action flows into the next, building momentum and creating a powerful chain reaction. A single, continuous line running through the lettering symbolizes the unifying force of JVM, the common ground that connects everyone within the organization.
Beyond the Logo: Extending the Impact
The logo was just the beginning. We extended the visual identity across all conference materials, from signage to collateral, using an abstract grid system to represent the individual contributions of each team member. The “Impact” letters, deconstructed and rearranged, further emphasized the idea of individual pieces coming together to form a powerful whole. While paying homage to JVM’s familiar blue and gold, the vibrant color palette introduced new energy. The narrative of cause and effect continued with overlapping elements, visually demonstrating how every action influences the next.
The Result: A Brand Experience That Resonates
The result was a cohesive and compelling brand experience that resonated deeply with JVM’s team. It wasn’t just about pretty visuals but about capturing the essence of “Impact” and celebrating JVM’s 50-year legacy. We didn’t just design a logo; we crafted a visual narrative that told the story of JVM’s commitment to making a difference. And that is the true measure of impact.
Sometimes brands are born overnight, cobbled together with the best intentions and a Fiverr gig. That was the humble story of Apartment Geofencing’s day-one branding. A quick fix, a placeholder, it served its purpose initially. But like a house built on sand, it wasn’t sustainable. The more it evolved, the less cohesive it became, and just-for-now designs popped up like weeds—creating a disjointed, dated look. It simply didn’t reflect the sophisticated services AptGeo offered, nor the evolution of the company itself.
When Apartment Geofencing first came on the scene, literal interpretations worked well. Their name even included the “.com” from their website URL and their logo displayed a dropped pin amidst a city backdrop. But times change, and successful companies adapt, pivot, and rebrand.
With considerable changes (and new offerings) on the horizon for their larger company, they needed a brand that matched their ambition and said, “We’ve arrived.” Their tactical goals were clear: align their visual identity with the high quality of their services and, as they put it, “make ourselves look better.” And that’s where Zipcode Creative came in.
The Approach
Apartment Geofencing came to Zipcode Creative’s team with a request for a brand refresh—a modernization with visuals that would abstractly represent the multifamily industry as well as their geofencing service.
RESEARCH, DISCOVERY, AND REQUESTS
After some digging and research Zipcode Creative discovered that Apartment Geofencing was actually referred to as “AptGeo” internally, which was eventually adopted by their client base and other industry friends to make the full name quick and easy. (An indicator of things to come, certainly.) The new nickname stuck and now better conveys the brand’s friendly, easy personality.
By filling out the brand questionnaire, AptGeo also indicated that they wanted to add the following traits to their brand’s personality: can-do attitude, dedication, trustworthiness, confidence, and high capability.
As for colors, they elected to maintain a closely related yet refined and simplified color palette. They hoped to maintain but refine their current palette and see a few alternatives during the rebranding process.
DIFFERENTIATORS
Apart from being the leaders in their geofencing space, AptGeo had plenty of differentiation to set them apart from any competition. With decades of industry knowledge, they are tailored for multifamily, offer dedicated account management and support, and always keep fair housing in mind.
Something that was clear, even to our team during various calls and brainstorming sessions: They’re one of the best places to work in multifamily (and have been awarded for it, too.) This positive, fun culture also had a place in the art direction for the rebrand.
The Results
The visual identity was based on a bird’s eye view of a city. With this “experts from above” perspective, geometric elements in the new brand mimic the tops of buildings and street grids—in an abstract way, of course!
The colors were strategically chosen to connect back to the original brand to maintain some brand recognition, but we cranked it up to better fit their upbeat personality.
Initially, their team created a black-and-white grid-style logo, which worked well as a brand stamp, but still needed a touch more versatility. So our design team stepped in and helped it evolve into the cooler, newer version of themselves.
The rebrand’s impact is already evident. Leads are flowing through previously quiet channels, like the website chat, and treasured clients enjoy seeing the in-house nickname’s starring role. Internally, there’s a renewed sense of pride, with employees sporting new swag and swagger. AptGeo’s reaction? Pure joy. This “labor of love” feels special. Moving forward, they’ll lean into the modern, tech-forward AptGeo name, using the refreshed brand to attract new clients, make a stellar first impression, and solidify their reputation. They know a strong brand isn’t just about aesthetics; it’s about mirroring their exceptional customer experience and being seen as a trusted partner, handling client creative with expertise and care. Can we get an “Amen!”
Reputation is built on the stories we share, and customer service can be the make-or-break for your community’s success. If you exceed expectations you have the power to transform an ordinary renter experience into the extraordinary. The difference between an “I trusted the leasing office” and “they don’t really know what they’re doing here, therefore…this is an overpriced, underserved apartment building” comes down to ensuring the customer feels seen and heard.
With competition rapidly growing in the multifamily sector, older communities are having to go head-to-head with new construction.
Did you know that according to J Turner Research, if you boost your resident satisfaction by 5% your retention increases by 10-15%. So where do we begin? Now your property needs to strategize or refresh how to stand out from the rest, but not sure where to begin. It all starts with your brand. A brand identity goes far beyond the colors, fonts, and logo. That is just the beginning; how do your customers feel when they interact with your property?
Think big about the definition of your customer; this applies to your prospects, your current renters up for renewal, your vendor partners, your coworkers, and beyond. Expand the brand involvement from the inside out, top to bottom—including customer service and you can bolster your reputation, financial success, etc.
Bring Your People Into the Branding
Let’s dive into property branding! When it comes to this phase of strategy development, you will want to keep in mind the parent corporate branding. Defining a brand at both the corporate and property level will establish a clear identity that sets it apart within the industry. Create a strategy, while ensuring to get all key players involved throughout the process. By getting clear on your strategy it helps residents, partners, and employees understand its purpose, values, and impact. How are your customers going to feel when they interact with your brand? How are employees going to talk about their experience working on site? What are the touchpoints of the customer journey in the life cycle of renting, employment, and business collaboration? With a clear strategy, every element of the brand contributes to a cohesive and recognizable presence.
For site level branding, we’re not necessarily talking about involving top management, though they’ll need to have buy-in later on. However, it is critical to clearly articulate the financial and occupancy goals of the property to marketing and site teams to ensure they understand the deeper results the brand is built to achieve.
Think culture: a brand rooted in culture transforms function into purpose. That purpose then informs the everyday customer experience. When we have a deeper connection to our work, it provides deeper meaning and motivation—resulting in elevated service.
In your strategy as you develop your brand, allow the on-site teams and regional folks into the conversation, early and often. Because of their proximity not only to the property, but also to competition, they’ll have some unique insight that will get your community better set apart.
This serves (at least) two vital purposes:
Buy in from the inside out—starting with listening to the “boots on the ground” part of your staff
Unique differentiation to better set your community apart.
By building up a strong community identity, your apartments will look and feel different. This unique identity for each property is enhanced by a consistent brand voice and visual language – ‘connective tissue’ that ensures a cohesive experience across all your properties. Once you get your branding completely consistent by starting from the inside out, the resident experience is fully elevated.
Note: This will be easier with rebrands of existing communities rather than new construction, based on where hired personnel are located. But it’s always worth tapping into local insider knowledge and considering who on your team may have the best connection to the market. This is your negotiation discussion to have marketers involved early and often in the acquisitions discussion. The earlier your marketing team is involved, the earlier they can begin their market research to successfully determine the SWOT of the current branding.
If you’re working on a lease-up and the brand is in development, but the building isn’t yet open for residents, send in someone to immerse in the market to fully understand competitors and local insight months, if not years in advance of opening. It is also essential for marketing to be involved early and often in development, as this can often make or break the success of a lease-up.
Implementing the Brand
You’ve just spent a bunch of time strategizing and creating your brand guidelines. You’ve ensured you have a clearly defined brand positioning, verbal expression, visual expression, and have outlined sample applications in various mediums so various levels of the organization have a deep understanding to be empowered by the brand. Now the rubber meets the road—ensuring the brand persona is working across all channels by activating your apartment brand via staff training and brand guideline.
TRAINING STAFF
On-site, you’ll need to go deep into the resident persona. Knowing who you are vs who you are not within the branding guidelines is the perfect place to start, as it will get to the deeper level of the “why” and “who” behind the brand choices. It is helpful for your staff to embody the brand in their actions and communications with staff and full cycle renters alike. Training should include mock exercises of what good experiences look like vs poor experiences. This may seem obvious, but by taking the time to go over these scenarios allows you to hold your teams to high standards that will allow them to achieve superior customer satisfaction, which results in operational financial results. Not able to do this in person? No problem! This is a great time to utilize the tools you have for virtual leasing to build a library of video content to best train your staff of all positions onsite, so you can streamline your onboarding strategy. This is also a great way to prove 360 ROI on the video technology you have invested in for your marketing technology stack. With video you can empower teams to be inspired by how branding can come through in such everyday mock interactions.
A bonus to training your staff on everything for your brand: team retention. Your people will feel like they have some semblance of ownership when the culture is crafted and the brand is maintained starting from the inside. Plus, ownership leads to consistency and loyalty. In addition, recognition is a powerful tool: consider recognizing team members who embody the organization’s culture. The team member won’t forget the approval, and the recognition validates the importance of the culture.
BRAND PERSONA GUT CHECK
Not sure if the branding is being used properly across the board? Ensure you’re not hitting the “one and done” on training your employees. Ensure they all have access to the brand guidelines and can easily access mock interaction video content so teams know how to use it, and are reinforcing it for themselves and for those around them. Use Canva’s brand kit to maintain fonts and colors in quick graphic design items and ChatGPT to create social posts that work within your brand voice. And be sure to have everyone policing themselves and others with the brand guidelines in hand.
Selling the Brand Experience
In today’s market everyone loves a good deal. Peoplevalue personalized moments where they feel seen and heard; this applies to your team members, prospects, and renters alike.It’s better in the long run to have a brand that works to connect on an emotional level with residents. If it’s done well and done consistently, it can have the greatest impact on your residents—more than the colors, more than the logos—the brand experience looks like:
Staff taking on the brand personality in their interactions
Responses to maintenance requests
How resident disputes are handled
Events and happenings in your community
How changes to policies and technology on site are communicated
BEYOND CONCESSIONS AND ADS
When your brand experience is different and good, it can be more effective in signed leases and renewals—rather than just discounts. Getting the first month’s rent free is great—and advertising your latest deals is all part of marketing. But once those deals dry up and they’ve seen all your ads, what’s left? Your brand. If it’s good.
A strong brand cultivates a powerful reputation. Reputation is built on the stories we share, and our reputation is what consumers are sharing about us when we are not in the room. These stories, whether whispered amongst friends or shared publicly online, can lead to a long list of benefits. Resident referrals become a valuable source of new leads, positive online reviews enhance credibility, and a strong reputation attracts top talent to your team. A well-crafted brand acts as a silent salesperson, working tirelessly to build trust and attract loyal residents even when you’re not actively marketing.
ENGAGE RESIDENTS WITH BETTER BRANDING
If we are selling a dream-home lifestyle in our ads and digital marketing, we need to ensure we are delivering that same experience consistently and everywhere– from online to in person. If we build strong brands they will instill trust in the prospect before they ever step foot on site, which gives our site teams a big responsibility to maintain that trust through the experience they deliver.
Make sure your brand is ready to take on the weight of your residents’ expectations—this means outstanding customer service that aligns with your brand promise. Just like we want marketers involved early and often in development and acquisition timelines, ongoing communication throughout the renter cycle applies equally. Using the right words shapes perception and expectation, and your customer service is left to follow through.
Build a Brand-Bought-In Team
Work to create a culture where staff feel fully integrated with the brand. The more trained around the “why” behind branding choices, the more likely they are to be bought-in to the brand. Which then leads to a shift in the culture of your team.
By creating community appeal through branding, your team will be more cohesive, and your customer service will come more naturally.
Better branding and better SEO results don’t have to be mutually exclusive. In the same way that it makes sense to establish your brand identity before you build your website, crafting your brand’s verbal identity before you attempt SEO is also in your best interest.
Basically: Create the blueprints, build the thing, then invite people to come see it.
In our blog on balancing brand voice and SEO we talk a bit about how having a great brand is ideal, but you also have to be found through search in order for that brand to be seen and experienced online.
To that end, first we’ll talk about developing your brand’s verbal identity, and then we’ll walk through developing a strategy, and then we’ll discuss (with the help of our friends at 30Lines) SEO within the context of brand messaging.
Brand Verbal Identity Development
Your brand voice is how your brand comes to life through words. This includes your content (what you choose to talk about) and your messaging (how you choose to say it.)
A large part of your overall brand includes your visual and verbal identity. Developing a brand’s verbal identity is a little less cut-and-dried than the visual identity (which includes colors, fonts, icons, and imagery.) Verbal identities include:
Brand Statements – Who are you and what do you offer (and why are you special?)
Brand Voice – How others perceive you; your personality, if it could be read aloud
Brand Tone – How you say something—depends on audience and occasion
Brand Story – Why you say things the way you do
Brand Vocabulary – Proprietary words/amenities, how you use grammar and punctuation, and what you do and do not say.
The Importance of Strategic Development
Developing your brand’s verbal identity shouldn’t be a shot in the dark. It should include careful research of your ideal resident and putting your competitors under a microscope to see what they’re doing (and if it’s working.)
IDEAL RESIDENT PROFILE
Resident demographics should influence your brand development. During research and discovery for brand development, the demographics and psychographics of your ideal residents plays a big part in how your brand should be positioned. Does it exude a cool, laidback vibe for all your telecommuting millennial residents? Or does it have a comfortable yet classic sense of exclusivity for your upper-crust active seniors?
Ideally, you’ll develop a profile that’s specific enough for you to be a step ahead (or two) at all times, to become The Community they’ve been searching for.
COMPETITOR RESEARCH
Audience research is great. Creating an ideal resident profile….also great. However, it’s worth taking a look at your competition, too. Are their methods working? If yes, see what you can do similarly, and over and above what they’re doing. If their methods are not working, look for the holes in their strategy and step into the space they’re not occupying.
Differentiation does have some part of this, too. You don’t want to be identical to your competition. Give your prospects a reason to choose you—whether it’s improved amenities or more fun resident events, or an amazingly branded website with crystal clear brand messaging.
Balancing Brand Messaging with SEO
Intrigue. Convince. Convert. That’s what you want your brand messaging to do. But if your ideal resident can’t find it, it’s not going to matter how convincing your writing is.
So, now that you’ve developed your brand voice that will intrigue and delight, it’s time to create copywriting that’s easy to read and grabs attention AND is optimized for search.
A strong brand and productive SEO program actually stem from the same root – deep understanding of your customer.
Brand is an extension of status: it helps the customer say, “This is a product, an experience, a crowd, a place I want to be associated with.”
SEO is how you demonstrate that you’ve thoughtfully checked all the boxes and answered all the questions that same customer is searching for along their apartment shopping journey.
While maintaining your brand voice, look for opportunities to incorporate local SEO elements:
Use location-specific keywords naturally in your content
Create neighborhood guides and local event calendars
Optimize meta tags, descriptions, images, and videos with local keywords
Collaborate with your website developer to add structured data to help search engines and AI bots to more easily understand your site – property details, your floor plans, your pricing, your reviews, and more.
Best practice: Develop location-specific landing pages for each property, incorporating local landmarks, attractions, and community features.
Every new in-depth answer you provide like this is a new opportunity for you to be discovered. It’s more real estate that puts you in a prime digital location: at the top of the list of options presented to your prospect.
The Case for Balance
On one hand, multifamily traditionally hasn’t been a brand-centric industry — even today, most shoppers tend to search by location and price first. And that behavior likely won’t change for a long time.
That’s why you want a strong apartment SEO program: to boost your visibility and get you in front of more potential customers who don’t know you by name yet. When customers search for best pet-friendly apartments in [XYZ neighborhood], the right SEO can help you show that you’re the best answer to the prospect asking that question.
But on the other hand, multifamily hasn’t been a brand-centric industry. 🙂
That means that most of your competitors are foregoing the opportunities to build awareness and trust as a result of a strong brand. Brand becomes the way you’re more easily recognized by prospects and referred more often by friends. It’s your path to skip the line, jump ahead of your competitors, and become less reliant on search algorithms that are constantly changing.
Brand and SEO aren’t mutually exclusive, either. You can have a strong, unique brand voice and still answer all the questions that prospects are searching for.
Organic Search
Content written for search is only as good as it is helpful. Your content should be answering a question, solving a problem, and providing your website visitors with something useful (or entertaining)—but mostly useful, given that you’re a multifamily brand.
They’re looking for answers, and you have the website that showed up in the results. When you pair strategic and creative messaging with SEO, you strike gold.
If you write only for SEO, you may end up with some very dry content that directs your audience to your website, but can’t keep them there—either because it’s not interesting enough or doesn’t actually give them what they’re looking for.
Google knows this and actually rewards more compelling websites. If your website is engaging enough to keep visitors around longer and convert more readers into prospects, search engines see that and infer that it must be a better website … and therefore, should be ranked higher for the next shopper.
SEO gets you noticed; your brand keeps them interested. Dialing in your branding and search is a pairing meant to convert those initial glances into a long-term relationship. For both elements, your best bet is always to write for people, not for some unseen algorithm.
KPIs: HOW DO YOU KNOW IT’S WORKING?
Search engines and AI chatbots know to tailor their results for each individual based on thousands of different variables. So if everyone’s results are personalized and different, how do we know if our SEO is working? And how can we tell if this brand we’ve invested in is helping our marketing?
Like most projects, it helps to start with the right tools.
To track your SEO and brand impact, you’ll need the following:
Google Analytics (GA) to track your website traffic (And if GA feels overwhelming, there are some great free or inexpensive alternatives out there like Microsoft Clarity and Matomo.)
Google Search Console to help you understand how Google sees your website and how it’s performing in search results
Data from your local listings like your Google Business Profile (GBP). This could be directly from GBP or through a distribution tool like Yext or Moz Local.
This is a free tool from Google (Bing’s version is called Webmaster Tools) that tells you how Google’s search engine sees your site. It will tell you how many pages can be found in search, if there are any errors on your site, and other data points that factor into how your site shows up in search results.
Some key metrics to watch:
Total impressions – Am I showing up in search results more often? (This is one of the very first indicators to tell you if your SEO is working, even before you start seeing more traffic to your site.) What’s good? Forget about exact numbers here; you just want to see consistent growth in this number.
Click-Through Rate (CTR) – It doesn’t matter if you rank in search if no one clicks on the results and takes the next step to your website. If impressions are up but it’s not translating to website traffic, it’s time to take a look at your meta titles and descriptions. Make these compelling enough that people want to click through and learn more.
Unique Queries – How many different keyword phrases are people using to find us? In general, it’s better to show up for a wider variety of queries – this tells you that your SEO is helping you get in front of a broader audience. It’s also the reason why you shouldn’t care much about average position for any one keyword (besides maybe your brand name). Practice saying this to your boss: “Sure, we can waste a bunch of money and effort trying to outrank Zillow for ‘Dallas apartments’ … but there are 782 other searches that also drove traffic to our website last month.”
(Also look at branded vs. unbranded queries here. Are you showing up for city/neighborhood searches that don’t include your brand name? That’s the goal of SEO! A huge increase in searches for you by name? That’s the goal of branding!)
Search Console tells you how your site is performing in the Google search results, but you’ll want to dig into your Google Analytics to see how that organic search traffic is performing.
In GA, you’ll want to look at where your traffic is coming from. Traffic from search engines is called Organic – keep an eye on how much traffic you’re getting, how much those visitors are engaging with your site, and how often those visitors are converting to leads (called “Key Events” in GA).
When your SEO is working, you’ll see:
More traffic from Organic search sources like Google and Bing
More engaged visitors who are interested in your site and your content
More leads converting from Organic sources (and often, a higher percentage of leads are coming from search)
Note: Google and AI tools like Perplexity are getting way better at surfacing answers for shoppers without sending that traffic through to your website. These are called zero-click searches – they’re not necessarily bad for multifamily marketers (as long as the shopper is finding the info they want about you) … but this does muddy the water quite a bit when you’re trying to quantify how your SEO is performing.
Remember, people search in lots of different ways. For prospects searching by location, you’ll also want to check your GBP, Yelp page, and other local listings to see how people are finding your other outposts in local searches. Many of those local directories offer their own reporting tools to show you how you’re being discovered in Google Maps and other local search channels.
Are people searching for my brand?
In Google Search Console, you can also see Queries, the phrases that people use to find you in search results.
When you check those queries, you’ll likely see that a number of shoppers searched for you by name. The more you do to build a recognized, trusted brand, the more shoppers will start to seek you out directly (instead of searching for unbranded local keywords first).
Over time, as you build your brand, look to these Queries as well as your GA data. You’ll know it’s working when you start to see a steady increase in the number of shoppers seeking you out by name.
Should I build a strong brand or focus on SEO? Yes.
Brand helps you go beyond search. When you build a recognized brand, you build an ambient trust that helps increase clicks and conversions across every channel, and especially search. And even better, every property helps to build on the next one – it just reinforces itself as you grow your portfolio.
Think about it. If you’re going to book a rental car or hotel for your next trip, you’re more likely to go with a brand you recognize. And in many cases, you’ll probably even spend a little more specifically to go with the brand you trust.
Apply that same thought process to multifamily.
A prospect who isn’t sure what they want yet will start their search with something broad and usually location-specific — something like best apartments in Colorado Springs.
Your SEO does the work to get you on their initial list of options. You’re helping the search engine (or AI chatbot) serve you as a potential answer to their search.
But what happens next? Without brand, you’re forcing yourself to compete on other factors like price and ratings.
Investing in both brand and SEO is a move that delivers undeniable benefits. A strong brand establishes trust, recognition, and consistency, while SEO ensures visibility and accessibility to your target audience.
Combining the two creates a powerful marketing machine that sets you apart from competitors, drives more qualified traffic to your website, and ultimately boosts conversions at every step of the process – from initial discovery all the way through to retention and renewal.
There was a lot of huff and puff over Jaguar’s latest rebrand. The typeface in the new logo and overall vibe felt too modern for an old, classically luxury car brand. But it was different. Just knowing that the brand was able to portray something new with a fresh font and a different brand direction goes to show: Fonts affect a brand’s personality and vibe.
Font Types
There are multiple categories of typefaces, and each one has countless specific fonts within the category. Every one has the ability to convey emotion and either underscore your brand’s personality, or fight against it—so it’s best to learn how they work, and what styles will work best for your brand and the vibe you’re going for.
EMOTION, PERSONALITY, VIBE
Sometimes things that are not alive can be assigned some measure of human character and emotion. We can anthropomorphize fonts, or give them human qualities. Some typefaces make us nostalgic. Some typefaces make us sit up a little straighter. Some typefaces bring us a sense of joy and fun. Fonts can create emotion. Can Arial do that? Not likely. But choose something like Courier New, and you’ll feel like you’ve been whisked back to an old-timey newsroom.
The easiest way to get a sense of this is to take one short phrase, say, “I love you” and toggle through different fonts to tap into the feeling. Are some sweet? Some over-the-top? Some creepy? Keep in mind that the words didn’t change, but suddenly the feeling it evokes did. All because you swapped the font.
Categories of Typefaces
There are multiple typeface categories: serif/slab serif, sans serif, script, and display. They all have the capability to evoke different feelings, and with that comes a great deal of power. Choose the right one for your brand, based on the vibe you want to go for (and the kind of resident you want to connect with).
Serif / Slab Serif
A serif on a font is an additional detail on each letter—a small stroke at the end of each larger stroke.
Serif fonts are classic. They convey reliability, trust, and good old-fashioned formality and stability.
Example: Times New Roman is probably the most well known font out there, thanks to its wide and early use in newspapers. It was also the typical font setting for Microsoft Word programs, and generally accepted as readable and clear.
If you want your brand to feel like it will stand the test of time, go with a serif font. It gives the sense that it has been there forever, and always will be.
A slab serif is similar, but the serifs are more blocked off, giving the letters a boxier appearance. One of the most popular slab serif fonts is Sentinel.
Sans Serif
As you might expect, sans serif is a typeface that does not use serifs. Each letter only uses the stroke itself to identify the letter, and no extra ornamentation. These are generally considered minimal, modern, and much more straightforward than their detailed counterparts.
Example: Arial is one of the most popular sans serif fonts. It’s often the default in plenty of programs, including Google docs.
If you want your brand to feel clean, modern, no-nonsense—sans serif is likely the way to go. Sometimes you can also angle into more geometric versions of sans serif, or lean into a robot-age style with some interesting futuristic sans serif fonts.
Script / Handwritten
Like handwriting, but more consistent and tidy. This can mean a script that flows from one letter to the next, or it can have a more handwritten vibe, whether somewhere between cursive and manuscript.
Example: Pacifico is a popular handwritten style font. It’s light and breezy but has a sturdy readability to it, as long as it’s used in larger sizes, sparingly and not in body text.
There is a large variety of script and handwritten fonts out there. It’s worth finding one that may work with your brand as an accent font, but not as body text. Determine whether you want something fancier (a more calligraphic look) or if something scribbly works best. Either way, it will definitely stand out.
Decorative / Display / Retro
Similar to some handwritten and script fonts, decorative fonts are meant to be just that: fancy for the sake of being fancy, to create a vibe, or to keep with a theme. It certainly manages to catch one’s eye! But be sure to have something additional in your brand guidelines for body text to get the full message across.
Display fonts are typically used for headings and other large sized text to grab attention.
Retro fonts are fonts that harken back to another time, whether bubbly 70s letters that make you think “Groovy, baby, yeah!” or a creatively thick-to-thin sans serif that brings an old New York City delicatessen to mind.
Example: This could be anything from Thriller to Playbill to a collegiate looking block style font.
Choose carefully and check the vibes before you move forward finalizing that one for your brand guidelines.
Where to Find Fonts
Go behind the scenes with Stacey Feeney, our founder and chief creative director as she gives you the best resources for finding fonts and how to use them!
Fonts for Brands—Best Practices
First off, let’s address a quick misconception: “Your font should match your logo.” Nope! We’d actually argue the opposite. The logo should stand out. It should identify your brand, be recognizable and eye-catching and work with your vibes. However, the fonts you choose should compliment your logo instead of match it. Fun fact: most logos (if made well) don’t even use a font. Instead, they’re custom-designed lettering and imagery and won’t have a font that matches anyway.
Now, onto best practices of fonts for brands.
RULES OF THUMB
Couple rules we like to live by at Zipcode Creative:
In most cases, body copy should be simple and sans serif. It’s clean and easy. Save your fancy styles for headlines and other shorter info blocks (think taglines and call outs.) Note: Books typically use serif fonts, but for apartment brands, we’re not getting too much more content than 1 paragraph at a time.
Don’t go higher than 4 font types—if you’re using an accent font. If you’re not using an accent font, 3 is the maximum number of fonts you should be juggling. When you have too many fonts, the reader will feel confused and the design will appear cluttered and chaotic. Plus, they won’t know where to look, and your branding and identity will get lost in the (visual) noise.
BUT WHAT ABOUT TEMPLATE DEFAULTS?
We talked a bit about the defaults that happen in Google docs, in Microsoft word—and often defaults will appear in your website and email builder as well, whether Mailchimp or WordPress or Squarespace. It’s not uncommon for your very specific font choice to be unavailable in these templates.
Besides feeling special about your very custom brand font, you might feel panicked that it won’t match. Get as close as possible. Many fonts are very similar, with minute differences only obvious to the hyper-trained (graphic designer) eye.
Now that you understand typefaces, you’ll be able to identify the category (serif, sans serif) and choose something that will be similar to what you’ve already outlined in your brand guidelines as The Font.
Color theory isn’t theoretical in terms of importance for your apartment brand. It’s part of your overall identity and will definitely impact how your prospects (and anyone else who comes in contact with your brand) view your apartments or corporation. Accent colors are a helpful way to expand your branding guideline’s use.
If you already have a color palette established, choosing additional colors can seem risky or difficult. Let’s walk through choosing excellent complementary colors that will work with the branding you already have.
This will help you select accent colors to make your brand pop.
Ready?
Let’s pop.
Background: Color Theory Basics
Let’s get back to Art 101 here, including parts of the color wheel (which has 12 parts). Plus a couple definitions that may be helpful:
Color Types
Primary – Red, yellow, and blue. You can make any color from these. Secondary – Green, orange, and purple. Basically the other part of the rainbow, made from primary colors. Tertiary – Mix a primary and secondary, get one of six tertiary colors. Like Red-orange.
Color Characteristics
Hue – The color—or the name we give it. Every color has a basic hue—which would have to be one of the primary, secondary, or tertiary colors. (A lavender color has a purple hue.)
Saturation – The vibrancy or intensity of a color—the lower the saturation, the less vibrant it is.
Brightness – The shade or tint of a color. Contrast – How one color stands out from another.
Each of these color elements impacts perception of your brand. And every color has an associating idea and mood. If you’re familiar with those ideas, it will help you narrow down your choices. For example, green is typically seen as soothing and natural. Purple is associated with royalty and luxury. Blue is trustworthy.
Those that are opposite each other on the color wheel—and they tend to look good together. Think: orange and blue, yellow and purple, red and green.
But if you’ve already got a color palette, and you’re just adding to it, it’s helpful to know what will work best.
Adding to Existing Color Palettes
You already have brand colors? Start there. Look at what it has going on. Does it have a little bit of everything? Figure out what, if anything, is missing.
First– try the analogous, complementary, and split-complementary colors. Second– try using varying tones of the same hue to gain color through lighter or darker versions of an existing color.
BEST PRACTICES
Accent colors should be just that: an accent. Certain colors will “pop” against the rest of the palette and can draw attention to the things you want to highlight for your residents and prospects. They should be used sparingly, as they’re not the main idea.
Also: keep it simple. Don’t go overboard with too many colors; it just muddies your brand recognition. When you have 3-4 main colors and 1-2 accent colors, that’s the sweet spot. If you have more, your brand recognition will have diminishing returns. Think about Coca-Cola. They have, what, four colors? Red, white, black, and gold—and nothing else. And you can picture the colors in your head. If you want brand recognition, keeping it simpler will be helpful. Find the best possible color pairings and go from there.
POLICE IT
We’ve said before: If it’s “close enough” it’s not good enough. Every color has a specific pantone, RGB, CMYK, and HEX code. Use them and show the team how to use them. Without proper training, you’ll end up with things that look kind of right, but maybe a little off.
Plus, when it comes down to holiday and/or seasonal creations, it may not be obvious what’s allowed or not—so get ahead of this and indicate what is permitted for, say, Christmas or Thanksgiving posts in regards to color palettes and accent colors.
Once you have your color palette and brand guidelines, you need to stick with them and make sure everyone else does, too.
BEHIND THE SCENES
Go behind the scenes with Stacey Feeney, our Founder & Chief Creative Director, where together you will learn how to add colors to an existing, limited brand color palette.
We’re back for part two of the most common branding mistakes in multifamily! (If you missed part one, check it out here.)
It always feels cheaper and simpler to toss branding to the side as a last-minute, not-that-important thing.
But we’re here to tell you—you’ll likely miss out on leads and it will be way more complicated to fix your reputation and get your brand back on track if you don’t get after it from the start.
For Property/Apartment Brands
BRANDING MISTAKE #6: UNINSPIRED NAMES
If you gave me a dollar for every property that was called _____ Villas or _____ Flats, I wouldn’t need to have my own business. (Don’t do what everyone else is doing!) It’s better to start a brand off right with a name that has a story behind it, name the apartments something with meaning.
Look into the history of the area. Find out what the building (or land site) used to be. Determine whether the owners or property managers have special ties to the project. When you have a clever name, it can catch your prospects’ attention. Intrigue and curiosity goes a long way with the customer journey.
MISTAKE #7: NO STRATEGY
Just flying by the seat of your pants? Cool for last-minute vacations, but not so much for a huge investment like an apartment community. Just remember: every market is different, so having a strategy in place that goes beyond the surface level demographics will certainly boost your efficacy.
Do your research and set up your strategy to make the most of what you know. If you’re thinking, “Ah, but branding is really only a logo and colors” well, first, you’re wrong. Second, you’ve got a long way to go.
Branding isn’t just about looks. It should look good, yes, but going with what’s always been done is not going to give you a leg up on the competition. Instead, you’ll look like one of MANY that are doing the same thing.
Since the logo is the face of the brand, it should be thoughtfully crafted. Your visual identity is also a lot more than colors and fonts. It’s everything that can be seen that your prospects and residents can connect with. Visually, you’re creating a lifestyle “vibe” that must attract and resonate with the audience you’ve done the research on.
Create your branding strategy with an ideal resident profile in mind and you’ll find things go a bit more predictably. Those “extra elements” aren’t extra. They’re part of your brand identity.
MISTAKE #8: SKIPPING BRAND MESSAGING
Speaking of “extra”—some properties believe brand messaging isn’t totally necessary and that website copy just written for SEO is enough. This part of your brand identity (we call it the verbal identity) isn’t as obvious, but it’s just as important. When you’re one option of many for apartment hunters, residents are going to see a lot of the same ol’, same ol’ unit and community amenity lists. So how can you actually set yourself apart?
By identifying a verbal identity that is uniquely yours. “Use your words” to get their attention and tell the story of how you’re different. This can be your vibe, your history, and the whole…lifestyle package you offer. Another bonus of all that resident research you did: You have a better grasp of what their deepest desires are—and then you can align your property brand to be just that.
For Corporate Brands
At the risk of thinking corporate brands are immune to this mistake, they unfortunately are not. There’s still plenty of branding work that requires attention, especially in the larger context of corporate property brands.
MISTAKE #9: NO TRUE IDENTITY
There was a tiny wall hanging of the “Teen Commandments” in the hallway of my house as an adolescent and teen. “Stand for something, or you’ll fall for anything” was commandment five. It came to mind when I was thinking about branding.
If you’re careful, you’ll consciously create a brand that is specific and consistent. That means your brand is clear on:
Who the brand is (mission, vision)
What the brand stands for (goals, values, culture); and
Everything beyond your products and services (the WHY)
There have been a number of times where our clients—property management companies—don’t know how to identify their identity. Busy thinking their brand is just the logo, they don’t pay attention to the culture being built within their company, whether intentional or not.
MISTAKE #10: IGNORING REPUTATION
Right in line with the “not paying attention”—a brand reputation can make or break a brand. This goes hand-in-hand with online reviews as well as word of mouth.
Good reputation? Awesome. Play it up. Use it to make the brand presence known in corporate, and prospect/resident-facing in your properties. Once your prospects and residents realize who is behind the good experience they’re having, that equates to an even better rep. If they move or want to refer friends, they’ll look for your management company first. Ah, customer loyalty.
Bad reputation? Yikes, get to work on fixing it with a rebrand. Overhaul your brand and get a fresh start on your reputation so you can rebuild it into something better.
Don’t ignore what people are saying—they’re the people who are interacting with your brand.
MISTAKE #11: LACK OF BRAND BUY-IN
Branding has to have some measure of buy-in from the top-down, and from the inside-out. If there is any bit of inconsistency or inauthenticity, it will be found out by your prospects and residents.
At the corporate level, it’s vital to instill the brands to the whole team. Through training, through understanding, through effectively using the brand guidelines as the rule. Everyone that comes into contact with your brand should understand who you are and what you do based on:
What they see
What they hear
What they experience
And when we say “everyone that comes in contact with your brand” this includes investors, owners, suppliers, AND residents.
Wondering about a rebrand now? Plenty more where that came from—check out parts one and two on corporate branding for multifamily to get even more details on what to do and how to do it.
If you’re working through multifamily branding, we hope this helps. As always, if you have more questions than answers, hit us up.
Multifamily Website and Branding – Which Do You Need?
For multifamily operators, the difference between a brand that attracts residents and one that gets overlooked often boils down to two elements: branding and a website. They’re like the foundation and structure of a building— each essential and interconnected, yet serving distinct purposes. If you’re wondering whether you need a new website or a complete branding overhaul (or both), this guide is for you.
What’s the Difference Between Branding and a Website?
You might be thinking: “No kidding.” Hang in there—a website is built upon a brand. And they both have a distinct role to play, even though they’re deeply connected. Here’s how we separate them out in our mind:
Branding is the why behind your property. It’s the emotional and visual connection you create with your audience. This includes:
How you look. Your logo, color palette, and typography.
How you sound. Your brand voice—how you communicate in emails, on your website, and even in person.
How you’re different. Your value proposition. Essentially what you have to offer that makes your property different (in a good way).
A Website is the how. It’s the primary tool used by prospective residents in their research journey of finding a new home. It simultaneously serves as a way to deliver your brand’s story and property information – and it also is used as your primary ecommerce leasing tool. A digital home base to generate leads and convert high quality traffic across your property’s entire digital footprint.
Signs You Need a Branding Overhaul
Whether you’re planning to revamp your website or not, it’s always a great idea to consider whether your brand could use a refresh. Here are some considerations of when a brand refresh is a good approach:
You’re Launching a New Development. If you’re starting from scratch, branding is essential for creating a unique identity. Your Logo and Visual Identity Are Dated. A modern, cohesive brand helps your property stand out in a competitive market.
Your Property Isn’t Attracting the Right Residents. Branding determines who your ideal residents are and how to connect with them emotionally.
Your Messaging Feels Inconsistent. Do your marketing materials, leasing office decor, and online presence feel mismatched? A clear brand story ensures your website communicates the same message everywhere.
Your Property Got a Face Lift. A major construction or rehab project, new management, or a post-acquisition transition are all prime opportunities to introduce refreshed branding that reflects your property’s new identity.
Signs You Need a New Website
Whether your branding is perfectly polished or not, your website is the digital home base for your property and plays a critical role in driving results. A strong digital presence can tell your story, generate leads, and convert traffic into action. Here are some signs it might be time for a new website:
Poor Digital Performance and Lead Conversion. A website that doesn’t convert visitors into leads can leave you struggling to meet occupancy goals.
Outdated User Experience. A great user experience (UX) is all about delivering the right information to the right audience at the right time. Renters rely on your website throughout their research journey, often using their phones to evaluate options. If your site isn’t mobile-friendly, fast, and intuitive to navigate, you could be missing out on critical opportunities to connect with prospective residents.
Hard-to-Manage Templates. Managing your website shouldn’t feel like a chore. Rigid templates can make updates cumbersome and limit your ability to customize. With Resi, editing and scaling is easy (Hawthorne launched 60 sites in 60 days with Resi’s Enterprise Themes!)
Ineffective Performance Measurement & Data Access. If tracking your website’s effectiveness feels like guesswork, it may be time for a platform that provides clearer insights. Your website should come with a clear dashboard to see your property’s performance at a glance.
Integration Challenges. Your website needs to work seamlessly with your PMS, CRM, and other tools.
Misaligned with Your Brand or Resident Experience. Your website is an extension of your brand and the resident experience you deliver. If it doesn’t represent your brand’s identity or showcase the quality of your property, it’s time for a refresh. When you’ve invested in a great brand, you should have the tools to show it off in full!
Why Branding and a Website Work Best Together
Teamwork makes the dream work, 100%. At Resi and Zipcode Creative, we see the best results when branding and website design are tackled together. Here’s why:
Brand Informs Design.
Your brand identity—logo, colors, and voice—directly impacts the look and feel of your website. Certainly a website can look great even without brand development preceding it, but with thoughtful brand development a website can speak more precisely to your exact target resident, tell a better story, and depict the lifestyle and experience your community offers– ultimately creating powerful differentiation from your competitors.
Messaging and Storytelling Drives Conversions. Your website is like a book: the branding is the story, and the design is the cover that draws renters in. Most properties offer similar features, but it’s the story you tell about your community’s lifestyle that sets you apart.
A clear, compelling message weaves your brand narrative throughout your website, connecting with renters on a deeper level. By aligning your message with their aspirations, you build trust, enhance brand equity, and drive conversions.
Cohesion Builds Trust. When your website reflects your brand seamlessly, renters are more likely to trust you. (And trust is a result of brand recognition which can lead to loyalty and retention.)
The Wexford: An Example of Beautiful Collaboration
Wondering how we know all this? Real experience. Zipcode Creative + Resi were both tapped to help with The Wexford. Together, they collaborated to bring The Wexford’s vision to life. Zipcode Creative was on deck for design and Resi built a custom website that perfectly translated the brand into a functional, high-performing digital experience.
Honestly, we work really well together because we each get to do the things that we’re best at: Zipcode Creative dials in the brand development (verbal to visual identity) while Resi creates the beautiful, performance-based custom websites with tailored SEO and integrations.
What’s Next?
Before diving into a branding overhaul or website redesign, make sure you’re asking the right questions to ensure your digital strategy is set up for success:
Does your brand provide a strong foundation for your digital presence, or does it need a refresh to truly stand out?
Is your website an effective and high-performing tool for attracting and converting renters?
Resi and Zipcode Creative seamlessly integrate branding and web design to deliver cohesive, high-performing solutions that resonate with your ideal residents. Whether you’re looking for a complete overhaul or just need a digital facelift, we’re here to help, together.
Thinking through your property’s needs and wondering what better branding and a fresh website could do for your community? Reach out, and let’s discuss how you can better attract and convert your ideal residents.
Branding mistakes happen, even in multifamily. But don’t worry, we’re here to help point out some of the most common ones—and how you can avoid them! (Look forward to part 2 in the very near future…)
Branding Mistake #1: Not Enough Time
Think you can brand in a flash and it will all work out? Not likely. It takes time to do research. Research on your competition. Research on your audience and ideal resident profile (IRP). Simply taking the time to make decisions about which approach to take can make a huge difference in the final result.
Identify an IRP so you can connect with them. Take time to do the research and determine their desires so you can align your brand with what they want most.
A slapdash brand isn’t going to help a community reach its leasing goals. While you could cut specific pieces out of your branding package, don’t cut corners.
Avoid this mistake: As soon as you know that the community is in need of a brand (or a rebrand), get to work. Find a partner that can work well with you and go about the brand from the inside out. A properly developed brand takes time.
Branding Mistake #2: Not Enough Money (Budget)
While we don’t love the idea of “spending money to make money” there is some truth to it. Brand perception is part of the equation. And appearing successful means your branding should look spot on (and consistent) and reach the people you mean to reach.
If you are spending some of your budget to develop a brand, ensure you’re getting a brand guideline at the end of it all. This guideline can be used to keep everything (branding-wise) on track. This branding mistake also applies to affordable communities—those residents deserve a well developed brand they can connect with—with at least some money behind it.
Avoid this mistake: A properly developed brand takes (some) money. Budgets are always under scrutiny—and it can be difficult to defend your spend on branding if you don’t know how to point to ROI and how an apartment brand is valued. Determine your budget and use it to your advantage—a properly developed brand takes money.
Branding Mistake #3: Only Logos or Taglines (AKA Being Superficial)
A logo is not a brand. A tagline is not a brand. They are PARTS of a brand. Yes, they’re a big part of branding, but they’re not all there is.
The difference between a well-developed brand that helps accomplish goals rather than one that just looks pretty: going beyond the superficial. We typically break branding down into two basic camps:
Verbal – How the brand sounds. This includes the brand vision, mission, values, and the brand voice, tone, pacing, and things you do and don’t say.
Visual – How the brand looks. This includes the color palette, logo, icons, and photography (lifestyle/vibe/stock).
There are of course more aspects, like brand personality and brand positioning, which can get dialed into both the visual and the verbal part of the brand. But items like brand perception and brand value are more focused on the outcome and results of the branding you’ve completed.
Avoid this mistake: Think beyond what you can literally read (tagline) and see (logo). Get deeper into brandwork to make one that lasts and connects emotionally with your ideal residents.
Plus: Read more about how branded amenities can help reach property #goals.
Branding Mistake #4: Confusing Branding with Marketing
They are so, so closely linked that it can be pretty easy to get tripped up. But branding comes first. And marketing is what you do with that brand. (For example, your website and your advertising is part of that.)
We imagine it probably gets confused because branding dollars may get pulled from your marketing budget. That makes sense. Marketing is the overarching thing here. Branding, though, is who you are. Marketing is how you get it out to the people and make them aware of it. If anything, brand awareness is more closely linked to marketing.
Avoid this mistake: Put branding and marketing together, but develop your brand first. THEN put out your ads that put your brand out there.
Branding Mistake #5: Inconsistency or Being Too Casual
Branding is fun, but it should also be taken seriously for multifamily. It’s not a slap a color palette together and throw a logo on a building sort of scenario. It works better if you do the research, know who you want to reach, create a plan, and execute that branding plan. That same branding plan should stay consistent, day in and day out.
The handy branding guidelines that we give to our clients aren’t just a deliverable and proof of the work we’ve accomplished together. Those guidelines are a tool meant to be used regularly. Branding guidelines are just that—guidelines. They’re helpful for everyone from upper management down to the leasing office folks who are putting together a flyer for a fundraiser and need to know which logo to use on a white background.
Avoid this mistake: Once you’ve built your brand, don’t stand by and watch it get diminished by sloppy work and inconsistency. Protect it by enforcing the brand guidelines and offering training to every one of your employees on how best to use the brand assets.
Hopefully after this, you can say “mistakes were *not* made.” Or, at least if you did make them, you’re actively learning from them at this point.
Branding has all kinds of best practices, but if you have a good partner they’ll guide you in the right direction without all the pitfalls of typical multifamily branding mistakes.
It’s the time of the year when we all start trying to predict what’s gonna be hot for 2025 branding and design for multifamily. Okay, so not all of us. But definitely us—the folks at Zipcode Creative.
Anyway. Read on to see what we think is in for next year in 2025 multifamily branding trends.
Brand Positioning
You know we love a good multifamily brand. But how to get it in the right place at the right time with the right words? That usually takes some measure of professional help. Three things we think will be on the docket for the best kind of brand this upcoming year: loyalty-based branding, well-crafted brand messaging, and experiential branding. See what we mean:
BRANDING FOR LOYALTY
The ultimate goal of branding: to retain your residents. That’s done through a variety of avenues and feelings: trust, loyalty, recognition. You know the ones. But how to be strategic about it, that’s the trick.
Getting brand recognition means having a stronger brand—this could come from the top, just having a bigger presence of the property management company at the property level. Then, with multiple properties, you create brand recognition more easily, and then loyalty.
Multifamily is moving more and more toward hospitality-style branding. X by Marriott. X by Wyndham. X a Hilton Hotel. You’ve seen it. And it helps solidify the standing of that particular branch of hotel just by naming the main hotel group that it’s part of.
Additionally, more multifamily communities are diving deeper into rewards and loyalty programs. It works out for your residents if they appreciate their community and want to stay with you. Or, if it doesn’t really matter to them where they go next, having a rewards program is like dangling a carrot. (It equates to benefits for both you and for the resident.) Essentially, you don’t have to have a portfolio-level brand—the loyalty programs you put in place could be the key.
BRAND MESSAGING
Saying the right thing helps. Plenty of property owners are seeing the value in a well-crafted brand, and they’re investing in a more thorough brand development process—one that includes verbal identity.
Be Real –There’s so much SEO writing (keyword stuffing? boo!) and AI writing (let’s focus on the human experience of things, right?) that we’re craving authenticity and brands that are real. How can you be real? Feel real? Create a brand personality that can come through in your messaging. If you’re a fun-loving brand, use puns and write in a light-hearted way. If you’re a serious, upper-crust brand, use words that evoke exclusivity and keep the tone straight.
Don’t Be Basic – In the past, multifamily brands have been known to “slap a logo” on a building, pick a few colors, choose a font, and be done with branding. That’s not quite going to cut it anymore. Competition is fierce, and if you don’t have a brand that allows you to stand out, the messaging you create after developing your full brand identity (verbal identity included) can be the difference between “one more apartment building” and “The Wheelhouse Studios”.
Beyond reading and seeing the brand, it’s another trend to make your brand a full experience.
Curating events – Use the community spaces and amenities. Think: a pickleball class followed by a friendly tournament—if you’ve got a court.
Look in the Neighborhood – Get strategic about your local partnerships. There could be a restaurant you do business with regularly—catering events, offering gift cards, and plenty more. Or, if you’re a pet-friendly community, consider having an adoption event, or putting together a volunteer-based event to help raise awareness for a local animal shelter.
Most of all—if you’re claiming to be for the “active” type residents, put on sporty activities. If you’re all about Fido, support those who have and love dogs with fundraisers and events. When you align the lifestyle brand with your marketing messaging, you find a way to stay “on brand” and get residents and prospects excited about being part of your community. (Consistency is always key to loyalty.)
Brand Design
The above trends might be things that don’t feel like classic “brand” to you—but they’re just as important. But given that our founder Stacey (who began her journey as a photographer) is way more into the visual side of things…while paying plenty of attention to the verbal and experiential side—the trends in 2025 brand design are much more up her alley. So here they are!
LOGO DESIGN
Where there once was iconography and imagery (think teeny little pictures) now we’re seeing a lot more unique, custom lettering. Typography is the focus, and it’s strategically crafted to tell the story. It might be curvy or poky or look higher-end, just based on the choice of serif or sans-serif, and whatever other embellishments the designer uses on the logo.
Overall, symbolism is being folded into the design with a lot more subtlety and abstraction than before.
One interesting version of this is a more modernized version of the “ransom note lettering” of 90s magazines—essentially mixing sizes, styles, fonts, and colors to create a collection of interesting lines and shapes to create a single word.
DESIGN ELEMENTS
Competition makes all of us a bit sharper. So when brand design element look like everyone else’s, that can be an issue. A few trends are on the horizon for 2025 to combat this a bit:
Bold & Vibrant – With AI-generated images flooding the internet, brand elements have to speak louder to get attention and to keep it. Not loud and bright for its own sake—but done with taste and purpose. (Meaning: keep your IRP in mind! Don’t just let your brand jump off a bridge because everyone else is doing it!)
The reason this is so cool is because there’s something familiar about it, but it’s a new take on art nouveau—which folds in the modernized context it had back in its ’20s heyday but also gives us some sense of natural elements.
Tell the story with imagery – It’s called show-and-tell for a reason! The textures, layers, illustrations you choose will be part of the story. It can give a specific vibe, or it might take away from it. Usually best to have a professional help you with this bit.
This works because there’s a level of personal, nostalgic flair. With everyone very into “the way it used to be” and needing brands that speak directly to “who they are” this is a one-way ticket into emotional connection with your resident.
Large Text – Tell the message and supersize it! A trend we expect to see more of: simply using type as a design element, making the font huge and making the message powerful.
Note: Of course trends come and go and come back around again. Nothing here is necessarily new, but it’s usually in response to some other trend.
COLOR
Everyone’s up in arms about Pantone’s color of the year. And, to be honest, the “evocative warm brown” of Mocha Mousse leaves a little to be desired. But it’s truly neutral, and a little calming, and it’s all just opinion, anyway.
There are more to choose from, and they work really beautifully together or alone. Paint and interiors are part of this trend, of course, so if you’re a multifamily brand, pay attention.
Working with the interior design is always better than working around it or against it. Don’t let things clash, and choose colors that compliment what’s there. Bold and bright are totally fine, but make sure the hues are in harmony.
Trends for 2025 trends in multifamily branding and design…not a lot is new here. But it takes a little more effort (and budget) from our branding and marketing teams to get your multifamily brand crafted and fully aligned. Again: completely worth it.
Every apartment community should have a brand identity. And we’d include affordable housing in that statement. However, making branding affordable for lower-income housing is more of a challenge. But: even with limited resources, branding can make an impact for affordable housing.
Affordable housing communities have different marketing needs and budgets compared to their conventional housing counterparts. But even affordable housing communities should seek a brand identity that’s all their own—so residents can have a fuller living experience, too.
The Uniqueness of Affordable Housing
Affordable housing has a few differences from conventional, and keeping those differences in mind can help your marketing choices—from budget to branding.
OCCUPANCY BENEFITS
With rents being subsidized for lower income residents at affordable housing communities (or units) it’s more than likely to have a waitlist for residents. Community property managers aren’t necessarily facing any vacancy issues, since there are plenty of applicants and hopeful prospective residents.
Additionally, because of the waitlist, and with vacancy issues being virtually non-existent, marketing lower-income housing simply requires less effort.
BUDGET CONSTRAINTS
For all the pluses of affordable housing, there are certainly some downsides. A lower-effort marketing need often translates to little to no budget for marketing those affordable housing communities.
An added challenge nestled within those budget constraints: Not all affordable housing is standalone. It’s sometimes offered as some percentage of affordable units (say, 20-40%) in the context of a larger building filled with conventionally priced units—which is a requirement placed on developers by some cities, counties, and/or states.
These “mixed-income properties”, as they’re called, sometimes have property teams fall into the trap of lumping branding in with marketing. But: the branding should be there from the start, as part of the construction or building process. Brand identity should come a long time before marketing.
BRANDING IMPACT
Every community should be branded, regardless of whether it is mixed-income or is only affordable housing. It will make a huge difference…because while occupancy may not be suffering, that’s not the only thing branding is for.
Branding creates an experience and develops trust through consistency. This matters for every resident, whether they’re paying market rents or not. Every resident deserves a thoughtful experience and your full attention.
Affordable Branding Strategies
With budgets being restrictive and limiting, it’s helpful to look at creative approaches to keep your affordable housing branding—well—affordable.
CORPORATE LEVEL BRANDING
You might choose to brand your properties all in the same way, similar to corporate property management or an ownership company. That’s instead of a full brand identity at the property level for an affordable community. It’s one solution! Check out more on corporate branding for multifamily on another one of our blogs.
SMALLER SCALE BRANDING
Not in the budget? Scale it back. The time may be now and the place may be with affordable communities. At Zipcode Creative, we offer an Essential Brand Package because we know that every property should be branded, but not every property has the needs or the budget for the biggest package. So we tailor it to fit your needs, realistically.
In our essential brand package, we include:
Naming – 3 name options with logic and check for availability
Verbal Identity – Tagline Development and Headline Library
Visual Identity – 2 Logo concepts, a color palette, and typography
Along with this, we’ll provide a brand guide/style sheet, folders of individual assets, and logos in file types used for both print and digital. It’s everything a community needs to get their brand locked in. For more details, check out the brand packages Zipcode Creative offers here. Bear in mind: the essentials really are the basics of brand development, the bare minimum we believe you’ll need. You shouldn’t immediately go for the simpler stuff, it’s just one option to have excellent branding at a lower price point. We’ll help guide you towards what’s going to work best for you.
Branding for Affordable Housing Still Matters
As we pointed out before, affordable housing communities should still get a fair shake with branding.
RESIDENT EXPERIENCE
Residents, no matter their income, should have a thoughtfully branded community that welcomes them. When a community lacks branding—it misses out on the sense of pride that can be shared among its residents. The sense of community might be lacking because the branding doesn’t solidify what the apartment community “stands for” or values. With a brand clearly delineated, it’s easier to make sense of what to expect—which can mean a lot to any resident.
Additionally, with attention to detail (think: well-thought out branding) residents will feel more confident that your community actually cares and will meet their needs—in repairs, in maintenance, and in overall customer service. It’s part of your promise.
COMMUNITY IDENTITY
While there is a significant lack of affordable housing available for everyone who needs it in the U.S., there are still a number that you may be “competing” with. The role of branding may be even more important for affordable housing communities—not just to claim more residents than the competitors—but to foster loyalty among its residents.
What Do You Need? Brand Quiz
The branding solutions for affordable communities should be just that! Affordable. With experience across several multifamily sectors (senior, student, conventional, affordable housing) we recognize that nothing is ever “one-size-fits-all.”
That’s part of the reason we created our brand quiz. Use it to determine what branding scope is going to be best for your property, and see exactly how Zipcode Creative can help.
At Zipcode Creative, we know that brand voice is tricky—how do you determine it, and how do you stay consistent? What is the right path to take? Take your own personal brand voice for starters.
What everyone really needs is a worksheet. Hard-hitting (but fun) questions to guide a brand into its truest shape.
Walk through the various bits and bobs with us—and note how it may shift based on the personal or professional side of things and see how your brand voice can come alive.
Attraction & Audience
Who do you most want to attract in your life?
For the personal side, you’ll focus more on who you share your life with in all its ups and downs, so: a life partner, a mentor, or a coach. If you want to keep things professional with this question, think of the people you’ll see almost every day: co-workers, boss or company, or mentor.
A consideration that comes close on the heels of those questions is:
What qualities should the people I want to attract have?
When you think through who you want to attract—and what qualities they have, this gives some insight into:
What you feel you may be lacking (something to complement you)
Who you think is most desirable to be around
Core Values
What are the things most vital to living your life the way you think it ought to be lived? Is it honesty? Gratitude? Entrepreneurial spirit? Giving? What things are at your very core? Those are your core values—the things that you would still cling to if everything else got stripped away.
For the professional side, it’s good to investigate your key accomplishments. What has been your greatest success in your work? It may be small to some, but it’s vital to choose something that felt like a big deal to you, whether it was learning something completely new, or completely shattering a previous goal you’d set.
Passions and Skills
There’s so much more to any person than what they accomplish. Look at your top passions and interests. This shows your willingness to learn something new, and shows your interest in things that are maybe typical, or just give more vibrancy to who you are—which is all part of your brand.
Your strengths and skills as a professional also help give color and shape to the professional side of your personal brand. A top strength is something that has maybe been part of your professional journey: You got better at managing others because you had a boss that wasn’t the best, and you learned how not to do things. Maybe you have excellent budget skills because your parents brought you up to spend, save, and give, and your ability to make a budget work is highly desirable and something you enjoy. Again, all part of your personal brand, even if it shows up with you at work.
Personality
This is the most fun part. Getting to know who you are, based on your own perception and what others have said about you, gives a clear picture of how you act, how you’ll likely act in specific situations, and your usual way of doing things. Every one of the following questions narrows down the details a little further.
Descriptors – What words describe your personality? This can point to what you know about yourself and what others have said about you—both personally and in your professional sphere.
Celebrity Swap – Who would you want to swap places with (think Freaky Friday)? Who do you find fascinating, and why?
Dream Car – Color, year, details. The more specific you are, the better understanding of your personal and professional brand.
Fashion Forward – A favorite fashion brand (and why) brings insight into the aspirational. Whether you prefer funky or modern or classic, this says a lot about you!
Weekend Plans – What’s your ideal or favorite weekend activity? If you mostly want to play board games, drink tea, and knit, that tells a different story than if you want to go four-wheeling, hunting, and grilling.
Music Match – Your favorite genre of music gives a little more color to your personal brand. Upbeat classical? Old timey country? 90s R&B? Post-modern shoegaze pop? It all puts different shades on your brand.
Your True Era – If you could time travel—which era would you aim for? Or would you stay right here, right now? This has more to do with your interests rather than your ideals, likely, but gives an interesting spin on what you value and what you’re curious about.
The Worksheet
Here is your worksheet, in two pages – just save the images!
Corporate Brand Voice
HOW TO
Now that you’ve seen the research and understanding that goes into developing a personal brand (whether taking the personal or professional angle) it might be easier to understand how a brand voice is strategized.
You’d consider and clarify:
Brand Goals (similar to personal hopes/dreams)
Target Client/Customer Persona (who you most want to attract)
Your Brand Differentiators
Mission/Vision/Values
Purpose
Core Values
Goals
Company Culture
Brand Personality & Voice
Archetypes
Attributes
Tone of Voice
Vocabulary
Positioning
Tagline/Copywriting
Brand Personality Slider
Note: The cool thing about the slider is that you don’t have to fully skew one way or the other, you can be balanced between casual and elegant—or you can be relatively complex without going full complicated
IMPLEMENTATION
It’s likely that your corporate brand voice was (or will be) created in a small circle of “trust” in the company. But when it’s time to get everyone else bought in and trained, that full brand implementation (and carrying out your brand voice) is going to be intrinsic to your success with continuity and consistency.
How do you teach others to embody your brand voice? If you’ve created a “founder” brand, wherein the personal brand and corporate brand are nearly one and the same—you can train your team members directly on the voice of your founder.
At Zipcode Creative, for example, we’re a founder brand. That means that Stacey Feeney is Zipcode Creative, and everything is written from her personality and perspective.
This looks like:
Quick, friendly email replies: “You got it!” or “Roger that!”
Lots of exclamation points in email communications (with rereading to make sure it’s not over the top)
Demeanor focused on service—to help clients with anything needed, big or small
Being honest, open, and transparent
Stacey is front and center, and everyone is trained in her voice—that keeps things consistent and trustworthy.
Today, digital first impressions are the main way you’ll get a first impression as an apartment community. So, your website needs to be ready to catch some eyes, pique some curiosity, and answer some questions. Billboards are still out there, sure, but websites are the new billboard. The homepage header text is the billboard tagline. The imagery is the eye-catcher. The contact us page is the phone number at the bottom. For apartment community first impressions, potential residents are about to have their perceptions shaped—does your community speak to them and meet their criteria?
According to Census.gov, renters who moved from 2019 to 2021 found places primarily through internet sites (like Craig’s List, apartment.com, realtor.com or Zillow) (46%) and through word of mouth (39.1%). More affluent renter households were more likely to use internet sites to find new rentals. (54.3% compared to the 30.2% below the poverty level).
When you head to an internet site or hear about a place—the next step is clicking the link to the property website, or Googling the apartment community until you find it.
So: There’s no better place to be than where your prospects are LOOKING. So: Learn how to “set the tone” for future interactions using your brand paired with your website to make an excellent first impression to help their decision-making process.
Branded Website = Power
BRANDING REVIEW
A brand is great because of the work that’s put into it, and the consistency the team maintains. At Zipcode Creative, we take great pride in asking the right questions, doing the research (on your ideal resident) and crafting brand guidelines that align with your vision and with your target resident. See the ingredients for the secret sauce to apartment branding here.
A good brand has all the makings of a fantastic first impression:
Name – Research on your IRP, history, and locale along with availability for URLs and socials helps us narrow this down and make it uncommon, memorable, and relatable
Logo – Whether a refresh or a strategic new design, it will be made to grab attention, portray professionalism, and tell your story (in the shortest way possible)
Visual Identity – 55% of brand first impressions are visual, and it only takes 50 milliseconds for consumers to judge the visual appeal of your brand. The color palette, typography, icons, and plenty more keep you recognizable.
Verbal Identity – Voice and tone development helps you indicate your brand through your words. Your messaging and how you say it. Taglines, headlines, phrasing.
When you have all the pieces, you’re ready to set up your website to impress.
WEBSITE AS BRANDING PLATFORM
The website you create is how you can showcase your brand. On it you can show off your brand personality and engage the audience you want to target using your well-developed visuals and perfectly precise messaging.
Visual Branding on the Website
THE RIGHT PLATFORM?
When it comes to creating your website, there are a few “typical” ways to go. You might choose a template website, or go all in for your brand with a custom site design. Depending on which way you go, we’d recommend Jonah Digital for template sites and RESI for template and custom sites. Both offer beautiful options that provide the integration you’ll need to use with your property management system.
BRAND VISUALS TO STAND OUT
The main reason your brand must be developed before you set to work on your website is to enable your community to stand out. There are so many websites these days. And competition for apartment communities is only getting stiffer. Strategize by making your brand different—and consistent. Your brand visuals should resonate with the prospects you’re targeting so you can create conversions using your best marketing tool: your website.
A note on template sites: Using brand visuals to stand out is particularly important if you’re using a template site that’s similar to your competitors. Work on making your template site (if that’s the type of website you’ve chosen) to be as custom-looking as possible. Curate your imagery carefully and adjust the design to set it apart.
Brand Voice on the Website
Making sure that all your bases are covered with your brand voice can help keep things consistent and recognizable. There are no sharp left turns with the messaging that throw off your website visitors. And if you craft your voice right and address the proper pain points (while offering solutions) you become the answer for your prospects, encouraging them to engage with you.
SEO VS. BRAND VOICE
If you want to make a good first impression, you have to be found through search, as well. This means finding the right balance between SEO-focused content and ensuring your brand voice still comes through. Optimize and engage—that’s a tall order, but it will get eyeballs on your site, and your brand voice will keep them there. Learn more about striking the right chords with your content and using SEO and brand voice to capture and engage.
CRAFT COMPELLING COPY
To make a good first impression is one thing. That’s usually up to good SEO and interesting visuals. But your copy will keep your website visitors on the website. To create attention-grabbing copy, try the following tips:
Write for short attention spans – Apartment hunters don’t have time to sit and read something super long. Get to the point.
Write scannable text – Give ‘em the highlight reel, with bullet points and clear headers. Use simple, familiar words – It’s not the time to show off your fantastical lexicon…er, amazing vocabulary. Be approachable (generally) and keep with your brand personality.
Cut the fluff – Make your sentences short and sweet. If you can get the point across with what you’ve said, don’t add any more. EDIT!
Make a Lasting Impression
According to PERQ, website leads are more likely to book a tour and sign a lease than leads from any other source—across the board, for the past two years.
That means your website has a lot of heavy lifting to do. Make a memorable impression on the site visitors. Strategize around the user journey. Answer their questions. Encourage them to take the next step with a clear call-to-action: Schedule a Tour Today!
Start your relationship off with your prospects on the right foot. Capture with SEO. Attract with visuals.
Engage with verbal messaging.
And before you do any of it: Ensure your branding is up to the task.
Brand recognition can lead to conversion, whether for tours or leases. Invest in your branding so your website works for you.
A well-developed brand is only theory until it’s seen and experienced in the wild. Brand implementation for multifamily is the key to success—to set your community apart and stand out against the comps.
If your brand is fully developed—visual, verbal, experiential—and everything is laid out and planned, it doesn’t matter at all unless and until it’s carried out. Pay attention to how you implement your brand across every channel and touchpoint. For example, consider how your onsite team is carrying out your branding. They’re not marketers, but they’re certainly part of your brand perception for both residents and prospects.
Brand Consistency Comes Through Training
If they’re an employee with your community, they’ll play a part in the brand perception. Everyone who touches the brand should fully “get” the brand—through how they’re treated by upper management, and through how they’re familiar with the visual and verbal identity aspects of the community brand to, in turn, be able to speak to residents within the brand voice.
TRAINING
If your teams don’t “get” the brand, they weren’t trained properly. Ensure nothing falls between the cracks and use tools and training to get your whole team on board.
Corporate training – Bring in the marketing team to train everyone. Make room for questions to ensure full understanding of brand elements and guidelines (so, questions like “Why?” are definitely welcome here). Give some background into choices and ensure the mission and vision are crystal clear. Give examples of what it looks like in action, too.
Use the tools – Using the Canva Brand Kit will help streamline your visuals. Using ChatGPT can help corporate take control over the brand execution—particularly if you create fill-in-the-blank brand voice prompts, like: “Please write a ______ in our brand voice that is youthful and quirky.” This is particularly helpful to create a starting point if you don’t have a branding team with a copywriter helping at every turn.
Make Marketing Materials Cohesive
Your prospects should be able to see and feel and experience your brand in a cohesive way no matter where they are in the (sales) funnel, and no matter where they are in their resident journey, whether researching apartments or living there, from online search to in-person tours. That’s done through brand consistency.
TOUCHPOINTS FOR BRAND CONSISTENCY
When does consistency matter? All the time. That’s how you reach peak brand awareness. But it’s particularly helpful to make sure you have these bases covered:
Digital presence – Messaging and visuals must maintain the brand identity. This is usually the first point of interaction for prospects. So ensure your website, socials, and digital ads all add up to the same brand!
Physical marketing collateral – Everything that has your name on it should be immediately recognizable. Every handout, every brochure, every sign should be completely cohesive with the brand’s look and feel.
Surroundings (Details and Decor) – Don’t stop at your stationery and website. Bring your brand all the way into your interiors. The décor and lobby styling should reinforce your brand (not clash). Bring the color palette into the paint choices, or artwork, or throw pillows (or all three).
Basically: Attention to detail will get you on the right track, and keep you there. Implementing brand guidelines consistently, and you’ll be able to build trust with your prospects.
Keep the Brand Promise to Residents
Now that your prospects have turned into residents, your branding work is far from done. The trust you’ve built with your prospects should NOW turn into the loyalty you build with your residents. Maintaining your brand is done in part by the actual experience of living at your community.
WHY KEEP THE BRAND PROMISE?
Loyalty stems from a positive experience. When something is good, we want more of it. Hence, another lease renewal, or a handful of referrals. Seeing a pattern of this? Your brand is on the right track, keeping the brand promise—what you say you’ll do and actually doing it.
GO BEYOND LEASING
Executing the brand isn’t just about arriving at the signature on the lease. Like we said before, it’s for far more touch points than that. It also includes:
Staff Interactions – They’re the true embodiment of the brand. Their greetings, their body language, their email messaging should all be part of an experience that is fully in line with the brand’s values.
Community Standards – If you have the correct color signage, but it’s poorly lit, that’s not a good look. Ensure maintenance and updates happen regularly so that hard work in branding your community isn’t totally detracted from. Focus on quality, cleanliness, and style—all in keeping the vibe of your brand.
Amenities and Events – Choose events that work within your brand and don’t feel “off”. Amenities should have been chosen to differentiate you—now make sure they’re a fully positive experience that helps residents make lasting memories.
You can see just how well your brand is “working” in your community based on the renewal rates and referrals that come in. If your resident is satisfied, they’re not looking for the greener grass. They’re telling their friends that your community is where the grass is truly green. Retain them!
Get beyond the logo and aim for the heart of your brand. Train your personnel to ensure it’s coming through in human interaction. Create tools to make it easier. Keep your brand promises. Implement your branding and enforce it (gently) regularly. When the branding is done authentically, with buy-in, it’s a lot easier to sell the whole community as the place to live.
Is it time to get a better corporate brand? Or do you simply need a brand refresh? Go through the following sections to have a better handle on when to do it, why you should, and whether a full rebrand or a simpler refresh could work for your multifamily corporate brand.
WHEN/WHY
If your multifamily corporate brand is changing the services offered—time to rebrand.
If your portfolio is shifting (up, to Class A, for example) you’ll want to consider a rebrand.
If you’ve created new brand goals—a rebrand may be in the cards.
If the existing brand is not strong enough (you only have a logo and colors)—a rebrand could do a world of good.
If your reputation is not great or you’re under new management
REBRAND
If, for example, your brand is shifting up into Class A properties, a rebrand could fit into the equation pretty well.
To do this, you’d look to do the following:
Rename the company
or
Redesign the logo; and
Create new visual and verbal identities
REFRESH
If your brand is in decent shape or you don’t want to lose the brand recognition you’ve already built, but it could use a little shine, a brand refresh may work to help boost your corporate brand.
To refresh your corporate brand, you’d:
Keep the existing logo or modernize it while maintaining recognition; and
Change or expand the visual and verbal identities
Corporate Brand Rollout
Once the corporate brand is ready to go, plan as much ahead as you can. Implementation can happen relatively seamlessly if you’re focused on creating clear guidelines, providing proper training to employees, and understand from the inside out what it is your promising—and how best to keep it.
CLEARLY DEFINED GUIDELINES
A clear brand guideline will go a long way. Knowing exactly the brand voice, the colors, the logo usage, the patterns and textures—creates the path forward and keeps your brand headed in the right direction (no swerving, and no weird logo stretching.) Using a tool like Canva’s Brand Kit makes things really easy for non-professional designers who are charged with creating posts for social or crafting resident event announcements. A few clicks, and they’ll have the right colors, font, and styles at their fingertips.
START INSIDE
Employees – Your employees must believe in and trust the brand and have buy-in with the core values. They must feel they’re being treated with the values and priorities the brand is claiming. It’s clear when the culture and the brand don’t align—so ensuring that employees experience and agree with the brand is key to having the consistency and clarity in the online and in-person experience for anyone coming in contact with the brand.
Training – To enable full brand understanding and buy-in, training is vital. Brand messaging and personality are smack-dab in the midst of this. “How does your brand treat people?” should apply to your employees as well. This can come in the form of “we don’t say this, we say that” as well as proper logo usage, and how to add a logo to an email signature. Having access to the brand guidelines is also helpful for folks to be able to recognize (because they’ve become so familiar with it) when the brand lands properly in interactions and visuals—and when it’s off.
DELIVER THE PROMISE
To clients – Investors or owners want to know that you’ll be all that you say you’ll be. They’ll be looking closely into whether your corporate multifamily brand is the right fit (and doing some shopping around). So be clear and be consistent and build trust up from the beginning—the proof should always be in the pudding.
To residents – If you say you’re going to do something and be something as a brand, your residents (who are essentially your customers) will hold you to that. Stay the course, and continue training so that the brand you portray will be the brand that comes to life in their interactions and experience, from first phone call or email to lease signing to resident events. Even if your brand is well-developed, that continuity can come to a screeching halt when onsite staff doesn’t carry through the brand personality.
CONSISTENCY AND COHESION—EVERYWHERE
Consistency is key for brand recognition, and later: brand loyalty. Those who are brand loyal recognize who you are and what you do, and want to share it with others. From printed marketing collateral to how your employees answer the phone, make sure it’s cohesive across the board.
Now you know: when to rebrand vs. refresh for your corporate branding. And why it’s vital to leverage your brand in your training, employee treatment, and brand promise. Look at your audience. And brand like your leases depend on it.
Corporate branding and community asset branding are similar…but not exactly the same in multifamily.
Multifamily corporate branding differs in its goals, audience, and the way it’s rolled out. But the strategy is much the same:
Get employee buy-in
Keep things consistent and clear
Maintain the brand promise
Let’s review all the aspects of corporate branding.
Goals of Corporate Branding
The goal with branding is to help a business—a company—be successful. But the steps to get to that point are less straightforward. There are four common groups and associated goals that will see your multifamily brand and need to resonate with it. Depending on who you want to attract, your goal may shift.
GROUP/GOAL 1: GET INVESTORS
Striking, consistent branding is a show of strength to investors—the effort you put in can display professionalism and what they can expect going forward if they’re looking to make a sound investment. If your company’s primary goal is to attract investors, they should be your target audience. Strategically develop the corporate brand to resonate with them while communicating the company’s services and capabilities to create trust.
GROUP/GOAL 2: SELL THIRD-PARTY MANAGEMENT SERVICES TO OWNERS
If you want to sell your third-party management services to owners, get your culture aligned. Similar to how any business owner vets and interviews potential employees—they’re a representation of your brand. Creating a clear corporate multifamily brand can help speed up the process of selling third-party management services to owners. The clearer a corporate brand is internally, the clearer it will likely be externally, with all your business transactions and partnerships.
GROUP/GOAL 3: WOO AND FILTER IN TOP-TIER EMPLOYEES
If you want to attract employees, make sure your brand is embedded in your culture. Not all employees are top–of-the-line. You have to attract or train them, and then: retain them. The branding in place can do this by helping create a culture around the corporate brand. When your culture is established, the corporate brand helps do some of the heavy lifting for you—the prospective employees may be able self-sort and be attracted by the brand that resonates with them. Additionally, your brand promise is lived out in how you interact and treat your staff. They won’t believe a word of your “We want everyone to feel at home” mission statement if you berate your employees.
GROUP/GOAL 4: ATTRACT AND RETAIN RESIDENTS
If your main goal is to get leases signed, make sure your brand is air-tight. Seeing a corporate brand that has its stuff together is good for a number of reasons—residents will have some semblance of brand recognition, and your management company’s portfolio may end up being top-of-mind for the residents when they have to relocate if they’ve already had a good experience at another community your corporate brand is managing.
Also: If you’re aiming to make your brand more resident-facing (more details on brand visibility in the next section) and your website will function as a “mini ILS” to show off a searchable version of your portfolio of properties, you’ll want to gear your messaging and brand toward the end user.
Corporate Brand Visibility at Property Level
Say you saw a sign for “Sunseeker Hills—Managed by Zenith Properties”. Does that feel out of place? Normal? Too much? Not enough? How should a corporate brand show up at the property level? That completely depends on the owner, the operator, the desires of both.
Depending on how your corporate brand wants to show up will initiate its visibility level.
RESIDENT FACING
If you want residents to have clear knowledge of the property management company that operates the building, make your brand more visible. This can come at a variety of levels:
Light – The brand may appear minimally in resident announcements, and staff may wear corporate branded attire (think “Managed by X Companies” in smaller lettering underneath the asset name, for example.
Medium – For a little more visibility, having “Property Name by Corporate Brand” stated on everything brings it up a notch—all collateral marketing and signage. This level of visibility makes it clear to prospects and residents alike who operates the building.
Heavy – For the most visibility, brand the properties as the corporate brand (like hotels) or a portfolio-wide brand. This will propel brand awareness and recognition in the market
BEHIND THE SCENES
There’s also the option to have your corporate brand completely independent of your property brand. If you want to keep them separate and have the operating brand kept behind the scenes, that’s a totally fine and valid choice. Note: If the residents don’t see the corporate brand, it should still be developed and maintained for groups beyond the resident (investors, owners, operators).
Types of Property Brands
Of course, not all property brands are the same. From sharing a logo to being completely independent (on appearance)—there are a few paths a property brand can take.
CORPORATE BRANDED
Corporate branded properties have a property brand which is the same as the corporate brand. Same name, same logo, same visual identity.
PORTFOLIO BRANDED
Portfolio branded communities are all branded the same as one another, but still individual from the corporate brand. From one property to the next, the name, logo and visual identity are the same, but the corporate brand is entirely independent and different.
PORTFOLIO NAMED
With portfolio named properties, each property has a twist on one name—they are individual brand identities, but have the same Portfolio name. Yet, it’s still individual from the corporate brand. In this case “Alta” is the portfolio name.
PROPERTY BRANDED
This is currently the most common way to manage corporate brands and property brands. The property brand is fully individual from the corporate brand and other properties owned or managed by the same company. They don’t look or sound related.
Creating Corporate Brand Loyalty
Every brand—whether in multifamily or another industry—needs to create brand loyalty. Crafting corporate brand loyalty requires a more specific strategy, attuned to the right audience.
AFFORDABILITY
Making costs transparent, and making pricing simple is part of the key to affordability (and building up a reputation as a corporate brand that cares). Keep it simple and straightforward without nickel-and-diming with deposits and fees all up and down your leasing charges. Even if you’re a luxury brand.
REWARDS PROGRAMS
Speaking of hotels, creating brand loyalty can stem from a robust rewards program. At hotels, you can often claim rewards from staying at the same corporate brand (Hilton Honors or Marriott Bonvoy, for example). These rewards could help you earn discounts or a free stay, depending on how much you use them. Similarly, a corporate brand may create a rewards program for someone renewing for another year, referring a friend, or simply paying rent on time.
Though it’s not always the best bang for your buck, Starbucks Rewards work in that it keeps people coming back—because they can earn double stars on specific drinks or at particular times or days. Getting something free makes us a little blind on how much we’re spending to get that free coffee.
WELLNESS INITIATIVES
Taking into account mental and physical health can help create a culture shift in your brand.
Consider offering different programs like:
A Mental Health Day – A day staff can take off for mental health, even if more for corporate employees can show residents the company cares for the total wellbeing of the employees
Classes and Services at the Fitness Center – A fully rounded health experience can go beyond gym equipment
Health Education – Bringing in local professionals to teach classes or guide residents through meditation
Information for Mental Health – The more assistance with hotlines and local services you offer, the clearer it is that your brand truly cares
PHILANTHROPIC INVOLVEMENT
This is a big one. Seeing a corporation do good in the world brings all the warm fuzzies. If you know that paying a little more for one brand will help you support them bringing better food access to those in need—you may be convinced that your extra dollars are money well-spent.
Showing this community involvement can be a little tricky, but looking at what your audience cares most about can help you find a few causes that align.
Depending on your target audience, your goals for your multifamily corporate branding may shift in strategy. But keep your brand solid and steady.
