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Multifamily Takeover Acquisition Rebrand—Made Easier

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

So your company is taking over a community’s management. Or you’ve purchased a building and are now going to be responsible for management.

There are so many moving pieces. In the midst of all the hectic days and stress, remember: 

Apartments are brands, too. 

Along with that idea, you’ll need to consider how you can make the takeover/acquisition rebrand portion easy. After all, once boots are on the ground, all your new branding and marketing collateral materials have to be ready to go. 

When it comes time to rebrand apartments, it’s a good time to ask a couple questions, like, “Do you need a fresh start?” If you’re doing a takeover (which is on our list!), you almost certainly need to rebrand. Leave the old brand behind and start fresh—especially if you need to boost the reputation of the place.

Get Help With A Takeover Acquisition Rebrand

You just got word that you’re taking over the management of an asset. You have a limited time to get this community up and ready for leasing with good branded marketing collateral too, if you want it to be and look successful. (We imagine you do.) If your company is buying the building, you may have as little as 30 days in escrow to get everything done. Branding has to happen quickly. And we know you have a lot of other operational items that need to get aligned, too.

Sounds like you need help. If only there was a collection of things to think about, and a checklist of Takeover or Acquisition Branding Essentials!

Considerations When Rebranding a New Acquisition

When you’re working through a takeover or acquisition rebrand, pay attention to the details and keep everything organized. Your legwork on this now will pay off in the future.

 

MAKE A LIST

Most of the details below have to do with how much you’re changing. Are you renaming the brand? Are you doing a logo refresh? Those are two opposite ends of the spectrum when it comes to a takeover. Create a list of everything you need, especially what you think you need for the rebrand (our list of essentials is down below!)

 

RENOVATION & INTERIOR DESIGN ALIGNMENT 

If you’re renovating—how will this align with the brand? Does it still work? Maybe a logo refresh works here if the renos are smaller. Possibly not.

When you’re renovating, suddenly you’ll be making a lot of choices around flooring, paint, furniture, and textiles. So you’ll also be hiring an interior designer. Trust us: Interior design + branding are a match made in heaven. They should work together, lead from one to the other. Clearly related and connected. If you’ve hired an interior designer, it will be vital to have that design tie in well with your branding, from textures and colors and patterns, to “vibes.” Apartment branding inspired by interior design just sings.

If you’re renaming the community, you’ll want to consider how that will impact your interior design, what that will look like in your visual and verbal brand identity, and how many things you’ll need to add to the to-do list as well as the budget.

Likewise, pay attention to how a value-add (renovation) may impact your Property Class, as this should be reflected correctly in your branding, too. Keep reading.

PROPERTY CLASS-APPROPRIATE

This is so important, we wrote a whole blog about it. Make sure your branding is appropriate for your property class. Avoid false representation and don’t make your C-Class property appear to be an A-Class (luxury) property if it isn’t. Stay in your lane with the branding. If you need a guide on apartment branding by property class, we have one for that, too.

CREATE A BUDGET

Lots of things to consider. Lots of things added and subtracted from the list. Now that you have your list of to-dos and know what you likely need for the property’s rebrand, see how much those to-dos are going to cost. (Check out our super helpful multifamily marketing budget here). Transparent pricing and a la carte options make everything easier—you can see exactly how much a logo refresh will cost versus a new logo.

Acquisition Rebrand Essentials Checklist

If you just need a checklist for the apartment takeover rebrand around the corner, we get it. Here she is!

SAVE IMAGE:

Multifamily Takeover Rebrand Checklist

  • NAMING
  • LOGO / BRANDING
    • Logo Modernization/Refresh (if you’re not renaming)
    • Custom Logo Design (especially if you’re a Class A)
    • Brand Visuals
    • Brand Voice

  • FLOOR PLANS / SITE MAP
    • Gather all digital files from the previous company including photography, floor plans, and site maps.
    • None? Create site maps from scratch.
    • Take it up a notch. Go from black & white to color, or from 2D to 3D floorplans!

  • MARKETING COLLATERAL
    • Decide if you want printed handouts or digital (or both?)
    • Ensure you have:
      • Brochure
      • Floor Plan Sheets
      • Rack Cards
      • Stationery
      • Business Cards
      • Folder (to hold it all)
    • Still feel like you’re missing something? Check our post on Apartment Welcome Packets for more inspiration on what to provide a new resident you’re onboarding.

  • TEMPORARY SIGNAGE
    • Announce a change in management, your new branding and a bump in curb appeal, use:
      • Building Banners
      • Bootleg / Bandit / Yard Signs
      • Flags
    • Consider directional signage—all of the above can help.

  • WEBSITE
    • Choose a Layout/Style:
      • Template – through your PMS or an industry provider (like Jonah Digital)
      • Custom – we can help!
    • Copywriting – For a rebrand, make sure your brand voice comes shining through with custom copywriting from a pro

  • EXTRA CREDIT
    • Stickers – turn up the fun and slap your brand on anything you can!
    • Review/Referral Cards – This shows how much you care.
    • Direct Mailer Campaign – Get leads from your comps.

 

Branding Apartments Based On Multifamily Property Class

Written by Stacey Feeney on . Posted in All Articles, Branding. 2 Comments on Branding Apartments Based On Multifamily Property Class

Branding apartments in alignment with the multifamily property class designation  just makes sense.

 

For example, do you think if one (very lucky) ad agency worked with Nissan and Mercedes-Benz they would try to sell them on the exact same branding package? Do you think Nissan has the same branding budget, needs, and goals as Mercedes-Benz? Sure, they might be similar in breakdown, but there’s likely a fair difference between their bottom lines and the line items.

 

Not only are their budgets and goals going to be a little different, the branding they need to work on is slightly different—to reach different audiences and portray two pretty distinctly different products.

So, what does the branding of luxury cars and regular cars have to do with branding apartments by property class?

 

Plenty. 

What is a Multifamily Property Class?


Multifamily properties are classified in four levels: A, B, C, and D. They’re generally defined by the condition, quality and age of the apartment building. A classification may raise up a half-grade, from a B to a B+ or an A- for example, when the property undergoes renovations for a value-add. More info on multifamily property classifications here.

Be True to Your Class

 

A little trust goes a long way. It’s best if you relay the correct message (spoken and unspoken) about what class your community is. We as your branding guides would never want to misrepresent the product you’re selling when marketing to prospects. So, keep your brand refresh under control: When you’re finally getting around to modernizing a 1980s suburban garden style community, ensure the branding isn’t telling a “luxury urban high rise” kind of story. 

Get Only the Branding You Need

 

 

Other creative agencies might (we’re not throwing shade, we’re just being realistic) try to get you on board for way more branding than you need. That’s not how we work. We know that our Class C properties don’t have as much change in their pocket to spend on branding and marketing—so we’ll only suggest what you need the most, and what will help you be more likely to reach your goals. 

Guide to Branding Apartments by Multifamily Property Class


We offer a ton of branding and copywriting options for our apartment marketers at Zipcode Creative. But how do you know what you actually need, or where to start? (Don’t get stuck with one-size-fits-all branding packages, get what you actually need instead.)


Here’s what you really, truly need, at minimum, broken down by class.
Multifamily Property Class A

CLASS A:

This is the top of the line. Higher cost rents. A full suite of amenities. Truly luxury apartments. Class A properties require something special, more bespoke, and the branding should touch every area, from the inside out.

We recommend a Full Scope Branding Package that includes:

Custom logo design – We’ll give you six lovely logo design concepts (based off of your goals/desires/audience) to choose from, and we’ll narrow down from there to find your perfect fit

 

Brand visuals – These are the big guns. (Appearances matter.) Included in our brand visuals: 

    • Brand Style Concepts – like a mood board!
    • Color Palette Development – groups of colors we think work for your brand
    • Brand Typography – fonts and weights (including title, subheading, and body text uses)
    • Design Elements – textures and patterns
    • Lifestyle Stock Imagery Curation – picking out the vibe through a photo collection
    • Iconography – designed symbols for your amenities
    • Sample Design Applications – How your brand will look in the wild (signage, mailers, business cards)

Brand voice – AKA how you communicate your vibe through your words. Are you youthful or mature? Verbose or cut-and-dried? It will also be impacted by your understanding of your Ideal Resident Profile [IRP]; we’ll write it towards them, in language that will attract and vocabulary that will entice. We’ll deliver brand voice with:

 

    • Brand Positioning Statement – A sentence about what you want to be known for in your 1) industry 2) market 3) target audience
    • Brand Attributes – Single words that better define your brand’s personality (e.g. “Edgy”)
    • Ideal Resident Profile (IRP) – Defining your target audience through a tangible description 
    • Tagline Development  – Slogans, essentially!
    • Headline Library – On-brand headlines that you can use in your copy—on the website or in print
    • Brand Phrases/Amenity Names – make your amenities a little more special with names that match the vibe

Multifamily Property Class B

CLASS B:

Class B are nice apartments, but not necessarily luxury, and not new – maybe undergoing some value-add improvements with the change to new management. They bring in above average rent, but the clientele will still be looking for something clean and consistent.

We recommend a mid-level Brand Package that includes:

Custom Logo Design – We’ll give you 3 concepts to choose from and tailor it from there

Brand Visuals – Similar to Class A, but the approach is based on research and discovery.

    • 3 Brand Style Concepts
    • Color Palette Development
    • Brand Typography
    • Design Elements
    • Lifestyle Stock Imagery Curation
    • Iconography
    • Sample Design Applications

Brand Voice – Enough to inform your copy, but not quite as in-depth as Class A properties:

    • Tagline
    • Headlines
    • Brand Identity Statement

Multifamily Property Class C

CLASS C:

Your Class C Property is older, probably 30+ years old and isn’t in the most happening part of town. You should still treat it as a brand, but your budget will be pretty tight, and your branding is less of a priority than a Class A. 

We whittled our recommendations for branding to keep you on track:

Logo – a simple modernization (keep close to the original logo, but refresh the style to keep it timeless) will do wonders. If you’re changing your name, we highly recommend a proper custom logo design treatment with a new name.

Brand Visuals

    • Color Palette
    • Font Choices

Brand Voice

    • Tagline

Multifamily Property Class D

CLASS D

This is the lowest class of property and you’ll be spending your budget elsewhere. We wouldn’t recommend doing more than this for your branding (but you can do more if you desire):

Logo – A simple typeset style logo of the name will serve to identify your community
It’s worth a quick reminder here—the design style and direction should be in exact alignment (we’re talking lock-step) with the quality level of the property. Like we mentioned before, if you’re a Class C, pretending you’re a Class A will get a lot of leads and prospects upset. Don’t mislead, and keep things appropriate—AKA brand within your class. The location and the Ideal Resident Profile (IRP) will also inform the way we handle your branding (and the way you should handle your behavioral marketing).

 

Also of note: We still have an a la carte menu of apartment branding services, with transparent pricing (request pricing here). That’s easy on you and easy for us. This is just a guide of what we recommend for branding at minimum for different property classes.

Interested to see how we can help with your apartment branding—no matter which class?

Hit us up.

Multifamily Marketing Budget Season

Written by Stacey Feeney on . Posted in All Articles, Marketing.

OH MY GOURD, IT’S MARKETING BUDGET SEASON

Happy marketing budget season to all who observe! In multifamily marketing, our budget season isn’t necessarily the same as everyone else. What do you need to think about and what do you need to pay attention to?

As always, we’re here to help. So.

What to Consider During Budget Season

 

HISTORICAL ROI

Multifamily, marketers: What have you spent money on in the past? Did it serve you? Were you able to see results from those efforts? Some things are difficult to track or attribute, we’ll give you that. Nevertheless, it’s a great idea to go over your budget from the previous year and make determinations on what can stay, go, get boosted, or get lowered. Find the patterns in your data and adjust your spending. If you can focus on what works, that’s a good place to start—but make sure your position is flexible, and you’re willing to change things up if they’re not working like they did last year.

 

GROWTH AREAS ACCORDING TO GOALS

Knowing what you’ve done before and where you want to be in the future….now: What are your marketing goals for your company and for your apartment communities? 

 

More leads? 

More tours?

More leases signed? 

More lease renewals? 

 

Hint: All of those should be “yes” of course. But: Set your sights on something that you can achieve within 12 months, for next year and make room in the budget for it now. That’s what informs your budget numbers.

 

MAKING IMPROVEMENTS

When you’ve established your focus areas, then you can explore what is actually going to make a difference. A great place to start? Branding. Let your new-and-improved marketing efforts begin with a brand refresh so you can really capture your prospects, with both targeted visuals as well as messaging that “speaks their language.” When you’re able to create better branding, do it. (Visual and voice!) When you’re able to better position your brand through professional copywriting and set yourself apart, do it. When you’re able to market through new channels, whether it’s ads, social media, or direct mail, do it. Keep track of everything and record the results. Comparing the Before/After for your team will help you get better budget leverage the next time you ask.

Why Branding Needs to Be In Your Marketing Budget

 

PAST SPENDING

Because you’ve spent money on branding in the past, doesn’t necessarily mean you’re done. You may need to rebrand. Or you may need to reposition your brand. Look at what you’ve spent on branding in the past. One of our blogs, Is Apartment Branding Worth It? touches on the multiple reasons why investing in branding can help your business grow. It sets you apart. It helps you gain credibility and trust (which brings loyalty and resident retention). Besides setting you apart it can also help justify you charging a little more—because you’re a full-on brand, not just some random apartment community with mismatched colors and a blah website. Plus, brand recognition is like a success balloon—it keeps you growing with faster lease-ups and company expansion possibilities. UP UP AND AWAY!

INVESTIGATE YOUR GOALS

Whether you want more leases signed or simply a more streamlined look, a brand can help you get there. Also: who are you losing out to? Who is the competition, and what are they winning that you aren’t? Branding might help you get the edge. Renter preferences are just one piece of the puzzle when it comes to creating your brand. Gentle, but firm reminder here, too: A brand is far more than a logo—it can’t do it all.

 

GETTING IT BETTER

Are you, or your team, or your execs asking to improve L2L, lease-up and keep it that way? It’s going to work best if you are able to point out areas for improvement, make suggestions for change, and bring the budget projections that you believe will get you there. This can include research on seasonal needs for events or a busy time of year, and should also account for consistent growth—it’s never ever a set-it-and-forget-it situation. There can always be tweaks made. And as you’re widening your marketing efforts, be sure to find the places you need to go deeper instead of wider.

Budgeting to Outsource Branding Creative


HOW WE HELP

At Zipcode Creative, we’re nothing if not helpful. In fact, we know that working in marketing isn’t always all it’s cracked up to be. It can be hard. And we’re not even talking about budgeting season. Outsource the high-level creative to pros who understand the multifamily industry and apartment marketing—we can help with the little stuff too.

Do a little SWOT analysis of your team.
What are your strengths, weaknesses, opportunities, and threats? How can you use your budget to build the strengths, overcome the weaknesses, grow your opportunities, and fight your threats?

For example, how will you get around the fact that you don’t have a full-time graphic designer? We know a few people that could help with that (us)! We’re here and ready to be the handy dandy extension of your marketing team. Whatever you need, we can help bridge the gap.

OUR SERVICES

What do you mean, “bridge the gap?” Zipcode Creative offers a ton of different services for apartment marketing when it comes to branding. Sometimes there may be a service that you don’t even know you need. (Hellooooo full brand development with visuals and voice!)

We offer:

  • branding and logo design
  • print collateral design
  • digital design
  • 3d floor plans
  • community maps
  • signage design
  • copywriting
  • campaign development
  • corporate design

 If you’re curious about more details on each of those, head to our services page.

Our Multifamily Marketing Budget Menu

Branding has a lot of different components. Visual and Verbal for starters. We specialize in copywriting and in graphic design. We can work with other agencies that you might have on deck for website design, but we can also help you create an apartment brand from start to finish.

To that end, we have a really (not cute but functional) google sheet that’s updated live for our common a la carte services. They all have a clear-cut flat rate cost and turnaround time. It’s nice to have something black and white when you’re trying to stay out of the red zone in your budget, right? We give this sheet to our clients and encourage them to bookmark it in their browser so they have a rate sheet ready to go when they’re assessing their needs during budgeting season. Want to get to know us as you’re prepping for next year’s marketing spend? Book a meeting with us today! (And then we’ll hand over that magically transparent pricing menu.)

As a multifamily marketer, it’s hard to oversee multiple projects—it’s also difficult on your budget to hire full-time help (along with corresponding salaries and benefits). Consider hiring an agency, like Zipcode Creative, to help you streamline your budget and get just what you need. We offer transparent pricing and a la carte menu option because we know you might not need it all. If you do, we’re also there for you! But if you just need a brochure, we’ll hook you up. Likely for faster than your in-house team and possibly for cheaper in the long run. Working with pros might be your new favorite budget line item. 


Best part is: We might become friends, too.

BACK TO APARTMENT BRANDING BASICS

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

Let’s talk branding basics for your apartment. It’s the start of fall, and summer is over. Time to get back to school and back to basics. For your apartment community…

Why Branding?


Branding is needed. But why?

Perhaps you’ve just spent a ton of time and money on your community, from new construction to value adds beyond the initial cost to acquire.

If the apartment building is the body, the brand’s the face. 

Brand brings your community to life—it’s animation! When someone looks you in the eye, you know they’re connecting with you. This is the opportunity to have the resident connect to your community, through its representation, not just its building. Home is more than a place. It’s far more than four walls.

They can get a 1bed/1bath anywhere in this district. But! When you have something that you can claim all your own—through your look, your feel, your personality, your culture—that’s a brand!

With something more attractive than just square footage, you can offer the character of your brand as a sticking point—not only for residents, but also for employees, which can improve your workplace culture and impact your customer service. Triple win.

What is Branding?

In order to get back to branding basics, we first need to understand – what is branding? Branding is a combination of identifying visuals and messaging that define an entity and tell a story. Brand also has the opportunity to create a movement, culture or way of life. How you brand your apartment community completely depends on how you’ll respond to each of the following prompts.


WHO? Who are you and who are you serving?

WHAT? What are you offering that’s special or different?

WHY? If you weren’t there, what would the neighborhood be missing? What problem do you solve?

What are the Branding Basics?

These 8 aspects of branding really are the basics – in today’s world you just can’t get by with only a logo and a couple of colors. Resident’s today have seen it all and need to be wowed from the start, from that first impression that is the brand, delivered through marketing.

1) DECIDE ON YOUR VIBE

Develop the vibe your apartment community will have. What will set it apart? Why is it a different choice than the place next door or across the street? Does it have a cozy, family-friendly feel or is it more a street-smart, urban hub? Creating and fully embodying your community’s personality is key to branding. 

 

2) MAKE IT VISUALLY MEMORABLE

Your brand’s visual identity (logo, style, imagery) should reflect the essence of who you are and who you want to attract. These visual elements work to 1) grab attention, 2) create connection through relatability, and 3) foster recognition. And don’t forget the impact that location can have on your brand, too; lean into local!

 

3) CRAFT YOUR BRAND VOICE

What’s that mean? Your brand voices what your brand talks about. Your brand, put into words. It’s how you relay the core and foundation of your brand: mission, vision, values. It’s constant and reliable, and tells your audience who you are, what you do, what you believe, what you stand for, and what you have to offer. To that end—make sure it also comes through with your tone and your content. For example, snappy slogans are our favorite kinds of slogans—they tend to stick better in people’s minds. What is it that makes your community special? Be sure this makes it into your brand voice—be it welcoming, sultry, or relaxed.

 

4) AMENITIES ABOUND!

What you have to offer might be similar to your competition, but it can’t all be exactly the same. Focus on what makes you different, and go for the gold. Have a rooftop lounge? Prove it. Get beautiful photos, and talk about it in your website copy. Ensure that whatever you do, you’re not claiming something that isn’t true—like a “resort-style pool” or a “state-of-the-art fitness center”. Even if it’s true, it doesn’t sound that special anymore when everyone claims it. This is where brand voice is key to differentiating your marketing message.. Highlight what’s unique and awesome about your spot.

 

5) SHOW UP ONLINE AND IN PERSON

Websites. 

Social media. 

It’s the digital age, and you have to keep up. Make sure your website is beautiful and easy to navigate (don’t overwhelm with content) and keep things streamlined. Additionally, having a strong social media presence is helpful. It creates a proper place to showcase the many sides of your community, and highlight your staff, your amenities, and set yourself apart from other communities in the area. In addition to keeping up online, you’ll want to make sure your in-person, physical appearance gets as much attention (if not more). Curb appeal, brochures, mailers, everything that’s touchable should line up perfectly with the branding you’ve already done—the same look, the same message.

 

6) SOCIAL PROOF: RESIDENT STORIES AND REVIEWS

Be sure to share resident success stories and/or testimonials. This helps tell another version of the story you’ve already been telling. It adds to the proof that your community really is as awesome as you’ve been saying. When you let your residents be the voice of the community, they can become the best brand ambassadors – and we all know word of mouth is the most trusted source. If your brand has done its job to form a lifestyle culture, they’ll want to live there as much as they “have to hang” at the local brewery.

 

7) BE PART OF THE NEIGHBORHOOD

When you collaborate with local businesses and organizations near you, it’s a win-win. Because you’re able to partner and bring exclusive deals to your residents, it’s a boost for your business (you’re seen as helpful) and it bolsters your community relationships with local spots. Getting involved in local events or charities can get you some brownie points too. Showing up in places that you care gives the idea that you’re not just a building on the street there—you’re actually in and there for the community—that you care. And with more people caring about social causes than ever, that can help bump you up over the competition, too.

 

8) HOST COMMUNITY EVENTS

Get out there and make friends.Organize fun events for your residents. This can boost community spirit and give visitors just a taste of the kind of lifestyle they can lead at your community.

Bottom line: Even branding basics are more than a logo. It’s who you are, who you want to serve, and why. Having a clear set of brand guidelines will keep you steadily on that path while you work on getting more leases signed. Happy branding! 

Reach out to us to get beyond branding basics.

Creative-Brand-Messaging

Creative Brand Messaging for Apartment Marketing

Written by Stacey Feeney on . Posted in All Articles, Marketing, Writing.

Start injecting personality into your brand messaging. Make your marketing sing a little bit. There are so many run-of-the mill marketing messages. It’s all information and no spice. “Now Leasing” is like white rice without a hint of anything else. Certainly nutritious / informative. But basic. Friendly reminder: apartments are brands, too. Creative brand messaging is useful to help your community stand out and be different. So, grab some of our ideas to boost your marketing messages from boring to brilliant and you’ll find the best possible way to say “resort-style pool” instead of…that.


Let’s start with amenities.

Creative Brand Messaging for Apartment Amenities

When you craft your website, brochures, and online ads, you want to draw your prospective resident in with the way you solve their problem. What does this look like?

“Spacious Floorplans” vs.
“Your Netflix Account’s New BFF”

Introducing apartments so cozy, you might just cancel your plans and spend all day binge-watching. With a living room that’s practically begging for a popcorn bowl, it’s a staycation paradise where comfort and entertainment unite.

Why this works: Having enough space is a selling point. Connecting the dots for your prospect helps drive the point home.

“Walk-in Closets” vs.

“Where Wardrobes and Dreams Expand” 

Our closets are like Narnia portals – step in, and you’re in a world of endless possibilities. With enough space to host a wardrobe party (if that’s your thing), your clothing collection will live its best life here.

Why this works: It gives color and excitement to…a closet.

“Gourmet Kitchens” vs.

“A Kitchen to Make Gordon Ramsay Jealous” 

This isn’t just a kitchen; it’s a culinary playground. Whip up gourmet creations, sizzle like a master chef, and become the star of your own cooking show. Ol’ Gordy might just be begging for your secret recipe!

Why this works: Rather than finding a problem to solve (which is also helpful!), your apartments are a make-dreams-come-true opportunity.

“Comfortable Community Spaces” vs.

“Gravity-Defying Chill Zones”

Say goodbye to mundane sofas and hello to lounges that defy gravity—metaphorically, of course. Sink into cloud-like cushions that have been known to cause spontaneous naps. Warning: You might need a teleportation spell to leave.

Why this works: Making community spaces sound fun and comfortable could invite a little more action to the area.

“Endless Possibilities” vs.

“Art Gallery Meets Apartment – Your Canvas Awaits”

Your apartment isn’t just a place to sleep; it’s a canvas for your personal masterpiece. With walls crying out for your artistic touch, you’ll wake up to inspiration every day. Picasso who?

Why this works: They’ve heard “home” enough times at this point in their search. Hit ‘em with the one, two, paint!

“Patio or Balcony” vs.

“Sunrise Serenades and Moonlit Concerts” 

Your personal outdoor space is more than just a pretty face. It’s a stage for your private concerts—whether serenading the sun in the morning or composing under the moonlight. Your patio or balcony, your arena!

Why this works: Patios or balconies may come standard, but give your prospects a few daydreams, too!

“Quiet Living” vs.

“Zen Garden Morning Strolls – With Coffee in Hand” 

Skip the hustle, embrace the Zen. Imagine starting your day with a peaceful garden stroll, coffee in hand, and the world at bay. It’s not just an apartment; it’s a tranquil escape from the chaos.

Why this works: Your prospect doesn’t know what quiet living could look like. Paint the picture!

“Ample Amenities” vs.
“More Amenities Than Socks in Your Drawer”

Who needs 50 shades of socks when you have 50+ shades of amenities? From rooftop gardens to resident lounges worthy of a royal gathering, your apartment isn’t just a home; it’s a kingdom of indulgence.

Why this works: Humor catches us off guard, and it’s a great tool to connect emotionally. Use it.

“NOW LEASING” – You’re Always Leasing!

It’s important to let you know that you’re taking applications, putting folks on waitlists, or “now leasing.” Plus: Everyone is ALWAYS Now Leasing. They’re never not leasing, seems like. But let’s get creative with the brand messaging, shall we?

  • “Apartment Hunting Sucks. Our Tours Don’t.”
  • “Warning: Your Current Place Might Get Jealous. Come Compare!”
  • “Tour, Swoon, Lease: Your New Home Awaits!”
  • “Skip the FOMO: Book a Tour, Thank Me Later!”
  • “Tour Like You Mean It”

 

It’s good for your residents to know there’s a human behind the messaging, and that your brand has personality.

Messaging for your IRP

Fully researching your Ideal Resident Profile (IRP) and developing your brand voice will allow you to craft creative brand messaging that will reach them. 

Need an example?
Let’s say your IRP is a 28-year-old single female in a mid-level office job. She works from home two days a week, has a creative side hustle with plants, and her cat is her fur baby. She loves to go to spin class, and frequents a Thursday happy hour with friends—in walking distance from her apartment.

Given this information, you know you can write something that will grab her attention unlike any other apartment community:

 

Designing Spaces as Unique as Your Cat’s Personality!

“We’re all about crafting spaces as unique as you and your feline friend’s quirks. From vibrant designs to cozy corners for your fur baby, we’ll help curate a home that celebrates your personal journey.”

Or you could do something about the amenities, like in-unit laundry:

 

Pawsitively Convenient In-Unit Laundry
“Between chasing deadlines and chasing your fitness goals, laundry can be a real boo-hiss situation. Having an in-unit laundry setup is like having a self-cleaning litter box for your laundry duties—convenient and fur-tastic!”

The bottom line here is: Take into account who you’re talking to. Get creative with your messaging. Don’t go off the rails—use the research on your IRP to fully inform your content. And then enjoy the connections that get made and the prospects that come in!

9 Ways Resident Demographics Influence Branding

Written by Stacey Feeney on . Posted in All Articles, Branding, Marketing. 1 Comment on 9 Ways Resident Demographics Influence Branding

Discovering your ideal resident profile (IRP) is the best way to create a community that can align its branding with its audience—and be successful. But how can you determine your resident demographics? Why do you want to spend the time doing it? What’s the IRP really for?

How to Dive Into Resident Demographics

Ready to understand the thoughts behind every decision of your enigmatic residents? Behavioral demographics and psychographics during the Research & Discovery phase are the most important stats we can obtain from customers (residents in our case). It’s what drives your brand message—or should, at least.

However, resident demographics aren’t as easy or simple as a one-page report. You also need to learn about your ideal resident. This will allow you to profile them completely, and predict their next move so you can be two steps ahead.

SURVEYS GALORE

Write up some quirky surveys and toss them into the digital wild and see what happens. Quirky? Ask about hobbies, dreams, and whether they think their pet goldfish can read minds.

Survey Tools: We like Google Forms or SurveyMonkey.

 

STALK VIA SOCIAL MEDIA (LEGALLY!)

Time to really go for the gold. Plunge headfirst into the social media abyss. Take a look and see what they like, share, comment on, and don’t be creepy about it. Just take note and try to piece together patterns. Think of it this way: It’s like investigative journalism in the digital age—and it’s helping your business offer them something they want, eventually.

Social Media Shortcuts: Searching location pins for nearby attractions can help you locate the people you’re looking for!

GOOGLE ANALYTICS WIZARDRY

Abra-ca-dabra! Unleash the absolute magic of Google Analytics on your website. When you’ve got the data, you’ve got the power. You can peek into the pages they frequent, the mystical paths they tread, and the secrets they’re seeking out. This means you can up the ante on whatever pages you see they’re visiting, focus on providing the answers they’re looking for, and finding ways to guide them where you want them to go. A little A/B testing on your site (think different CTA buttons) could be useful as a little practical magic, too.

Google Analytics Tips: This Google page on Google Analytics for beginners will get you off on the right foot.

INDUSTRY REPORTS

You don’t have to do all the research on resident demographics yourself. Look for reports in the multifamily housing realm. You’ve just hit a treasure trove when you pore over those juicy industry insights. When you know you’ve got reputable sources, you know you’ve got something useful and helpful in narrowing down the best versions of your IRPs.

Our favorite industry report sources: 

CUSTOMER INTERVIEWS

Like surveys, but less clicky and more chatty. Gather with your residents when you schedule some casual interviews. Find out more about their lives. Figure out what drives them, what their desires are. Ask about their favorite pizza toppings (keep it casual!) When you have a few customer interviews under your belt, you might see some patterns throughout the answers. It can help you determine how to reach your next group of prospects through targeted branding and messaging.

Tip: Our blog about stock photography use in branding cites a real-life focus group that led to some pretty interesting results.

ONLINE FORUMS AND GROUPS

If you thought social media was a weird little place, buckle up. Join online forums and groups to get an inside look where users bare their souls. Discussions will tell you a lot more than any one-sheet data page will.

Tools: Reddit and specialized forums on various sites, like Houzz are a treasure map.

PURCHASE DATA DELIGHT

Don’t duplicate efforts. You can go fancy and purchase resident demographic data from market research companies. It’s what they do, and their charts, graphs, and numbers will give you the special sauce for the branding efforts that will reach your IRP.

COMPETITOR ANALYSIS

Don’t just research your audience, or your ideal residents. Take a look at what your competition is doing. Be a savvy entrepreneur, and match or exceed what they’re doing. If they’re effectively wooing those residents who are so elusive, take a page from their book! You’ll be able to see where you’re falling short, where you’re absolutely killing it, and how your market functions.

Mailchimp actually has a pretty good work flow here for competitor analysis. Happy competing!

HANG OUT WITH THEM

Suddenly business and pleasure actually do work well together. Be a party crasher at local events. Blend in, strike up conversations, and play detective. Learn more about the neighborhood by actually visiting the hot spots in the area, and enjoy the schmoozing while you go around (lightly) boozing. Talk about the inside edition!

See our post on the importance of location in branding. It’s so hot right now.

What’s the bottom line here with the ideal resident profile? Do the work. Do the research. Have fun doing it (and find a few shortcuts along the way). And then apply it to your branding. When you know your audience, you can tailor your branding and messaging to meet their preferences, hopes, and dreams—and whether they’re a fan of dogs or cats.