Designing A Lifestyle Brand Apartment Community

Written by Stacey Feeney on August 21, 2023. Posted in All Articles, Branding.

What if your apartment community could communicate to your residents the same way that LuluLemon or Dunkin Donuts reached and engaged their customers? People are loyal to brands because of the community they can create within a specific niche.

Your brand can and should do the same as lifestyle brands like Nike, LuluLemon, Burberry, and Rolex. Not necessarily luxury—but more about what life they’ll lead when they live at your apartments.

But how? More on that soon. First let’s address what makes a brand irresistible or attractive.

Attracting Residents to the Lifestyle at Your Apartments

People have a desire to be part of something bigger than themselves. Something that either reflects them or attracts them. This generally falls into one (or more) of a few camps: Trendy or Relatable or Representative or Aspirational. Get ready to head into lifestyle brand apartment community territory with these:

TRENDY

Brand pioneers know what’s coming around the bend. Or they’ll buck whatever that might be and offer something completely different than the competition. If their instincts are good, residents will be flocking to have just one piece of that brand for themselves—preferably before “the Joneses” next door get it.

Example: Whatever the next big idea Apple comes up with. Right?

RELATABLE

Bringing the answers and having a brand that touches something in your resident’s psyche? Ah, yes. Feels like home already. By being relatable and touching on something already in your residents, you can help them feel like you’ve got the answers to their questions, and you are the missing piece in the puzzle of their life.

Example: Converse sneakers. You’ve probably owned a pair. And they focus on user-generated content and casual marketing that’s not salesy.

REPRESENTATIVE

“This is who I am” is a motto we are hearing again and again. If one can find a brand that can also echo that sentiment and show the world that you’re: 1) an outdoorsy type; 2) a fashionista; 3) a bookish introvert; or 4) into the Dark Arts etc. then that brand will be a favorite—because it helps one assert their (seemingly) unique identity.

Example: Subaru Outback. All campers everywhere, all adventurers anywhere, and people who really love giving back and keeping their families safe. Their tagline is pretty sweet, too. LOVE. It’s what makes a Subaru a Subaru. (You can just picture a group around a campfire, or a family pulling up to their big Christmas gathering—all warmth.)

ASPIRATIONAL

While it’s typically reserved for luxury brands, it can also be for outdoor brands, as well. Wish-I-actually-did-yoga pants from LuluLemon, for example. Or a keychain from a luxury car brand, like Aston Martin.

However, your apartment community can be something that is attainable. And is something that your residents can aspire to: downtown living or another such dream that they’re hoping to check off the list.

What Makes Customers Loyal?

Next, you need to figure out what makes them loyal. Leading brands today have zeroed in on these pieces to offer something specific to their customers. You can use these methods to create a lifestyle brand with your community, too. If your community has offered a full “lifestyle” to your residents, then there’s a much better chance that they’ll stay.

PRODUCTS

“We have what you want.”

If you have what they’re looking for (e.g. a pet-friendly studio in the Atlanta metro) they’ll be more likely to take a tour. Additionally, supply and demand rules apply here. Since there’s a limited number of apartments in a building, if you’re located in a more desirable neighborhood, then you know you’re in a great position. And your product (apartments!) could be extremely popular.

ATMOSPHERE, AESTHETIC, AND STYLE

“It’s a whole vibe.”

This is where you can get creative with your branding. Latch onto what is most interesting and fun and build up the community within that. Birds of a feather flock together. So if you’ve got something indie going, you’ll attract more hipsters. If you have something preppy, you’ll double down on popped collars. If you’re California Cool, you’ll get people that either reflect or aspire to that beachy, casual vibe.

CULTURE

“We don’t do that here.”

Brand values are a huge part of the culture. Patagonia comes to mind. “Doing no unnecessary harm” is one of their core values. They even have a portion of their site dedicated to Worn Wear—where you can purchase used Patagonia gear (plus a section on how to repair your pieces). Pretty clear connection between what they say and what they do there. With your apartment community, you can make clear the culture through your values and communicate that internally and watch how it grows externally. If your culture is curiosity and kindness, that will attract residents through your on-site staff.

BRAND PERCEPTION

“Why, what have you heard?”

Reputation is a big one. And sometimes it’s not word of mouth that makes the impact. It’s simply your prospects’ and residents’ feelings, experiences, and thoughts about your brand. You may say you stand for X, but they may already have preconceived notions that you stand for Y. If it’s positive, it could work in your favor. But don’t forget about brand authenticity: work towards making the first impressions match their last impressions. Reviews can’t do it all for you, since they’ll often span the spectrum from angry 1-star reviews to untrusted 5-star reviews. Create the buzz around town and boost your rep.

TAKE FINE DINING, FOR EXAMPLE

Take a page from the menu at your favorite restaurant and lean into your ambience, the quality of your offering, the complexity of your flavors, and the sweet vibe you’re putting out (with lighting, colors, and staff interactions). Every part of a dining experience can attract more eaters.

Think about it this way: You’re not going to a nice restaurant to simply get calories. You’re going for the full experience—delightful flavors, perfect service, great recommendations, and the satisfaction of not having to do any dishes when you get home. It’s more than a meal. Likewise, you’re selling more than an apartment.

Make Your Own Lifestyle Brand Apartment Community

When you can understand what drives decisions, you can position your brand to be in that prospect’s line of sight for what they most desire. Do this through research, marketing, and storytelling. Tap into the core of who your prospects are, and the things they most identify with when designing your brand.

RESEARCH

What kind of TV do they watch? What movies have they seen or love? What books are they reading and what podcasts do they listen to on the way to work? Seeing the full picture of your ideal resident profile’s (IRP) preferences helps understand what they most desire, and where their interests will lead them. Don’t skip your apartment brand research and discovery. It will give you the insight you need for every step after.

BEHAVIORAL MARKETING

Once you have a clear picture of your prospect (thanks, research!), you can create an IRP and begin marketing according to your prospects’ and current residents’ behavior. Meet them where they are and make it easier. Predict what they’ll be most interested in and deliver it on a platter. You are the solution.

STORYTELLING

You and I both know that words matter. Finding your brand’s voice and telling the story of your community will bring you one step closer to a signed lease. Storytelling in multifamily is a great connector, and one that will help prospects identify with your community’s brand.

BONUS: PHOTOS

Have you come all this way to realize that the stock photography you chose isn’t following the path that you’ve carved out for your apartment brand? It’s easy to forget about. Residents are visual. They want to put eyes on what you’re offering, as well as what kind of lifestyle they might be living (social, cozy, adventurous, etc.) while they’re a resident in your community. Several of our blogs touch on the importance of choosing the right photos, but particularly when it comes to stock photography—you want to choose the ones that align with the lifestyle you’re claiming to offer.

A lifestyle brand apartment community? It can be done. Hope you’re ready to do the work of research and connection.

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The Importance of Location in Apartment Branding

Written by Stacey Feeney on August 14, 2023. Posted in All Articles, Marketing. 1 Comment on The Importance of Location in Apartment Branding

It’s way more than an address—understanding the location of your community is important for successful apartment branding. Location should be one of the external factors that influences your branding, more so than most other things.

Location can tell you: trends, culture, resident type, neighborhood vibe, attractions, destinations, and history. Consider each of these when you create a brand for your apartment community. Start paying attention.

Components of Location in Apartment Branding

AREA TRENDS

Where do people go on the weekends? What are the neighborhood hotspots? Which local spot is a must-brunch? Are there food trucks? Are there music nights in the summer? Is it bicycle-friendly? What are the most popular trends in the area? When you find something good, you can fold those trends into your brand messaging, your amenities (think bike storage) and what you mention on tours.

ATTRACTIONS

You’ll probably know these already based on the IRP you’ve developed after your market research. If not: Find the high points of your area. What’s bringing people in? Are there really good public schools or private schools? Is it an amazing food district? Are neighbors incredibly friendly? Is housing more affordable than neighborhoods close by? Is the art district thriving and interesting?

Who is being attracted by these things? Families? Individuals? Young professionals? Focus your messaging on them.

CULTURE OR VIBE

What kind of vibe is the neighborhood giving you? Is it a coffee mecca? Is it all about breweries? Are the streets filled with upscale boutiques? Are there plenty of family-friendly eateries? Is it quiet or sleepy? Depending on what the average person might be doing outside of the home in the neighborhood, you can factor this into the kinds of amenities you offer—or emphasize in your community’s marketing.

HISTORY

Is the area historic and proud of it? What things add flavor and interest about the spot you have in your community? Are there famous people from the area? If there was a tourist walking around, what would they find when googling the neighborhood? (And then which of those things would they visit?) It makes sense to look at your area like a tourist sometimes, just to take note of what could be included in your chats with prospective residents or what is a point of pride for the people that live there. (“The World’s Biggest…” is always a conversation starter.)

A city that comes to mind with all this history talk is Chicago. It seems every neighborhood has something interesting about it. Its Pilsen neighborhood, which is now home to a predominantly Hispanic/Latino population, was once filled with Polish immigrants. The area has also become somewhat of an artistic district, and murals are all over buildings throughout the neighborhood.

Knowing the history of your area gives apartment branding both a reality check and authenticity. Sharing the history of the area gives your residents something memorable to cling to.

Using Location in Apartment Branding

But now what? How to use this location information to better your apartment branding is next:

LOCAL HOT SPOT TOUR

Tours of your community, amenities, and units? Fine, but expected.
Self-guided tours of your local hot spots? Fun, exciting, interesting, helpful.

This gives your prospects a better idea of what they’re close to and what they have easy access to. You can even fit in some inside pointers, like which coffee drink is the best at the local cafe, or how far it is to the local library.

Tip: Think about what’s useful and/or fun, and share those spots through your area amenity/attraction map, but also: fold it into your prospect “extra self-guided tour” with a map or menu of all the stops.

VIBE CHECK

What are people dressing like in your neighborhood? What are their interests? What are the priorities of the city for this specific area? What are other apartment communities doing? Are they focused on eco-friendliness? Are the streets super quiet (and want to stay that way?) Are the neighbors friendly? Are there always “____ in the Park” events lined up every weekend?

Tip: Try to fit in a little and not break the mold too much. Your research around your IRP can either confirm this “blending in” or it will tell you that change is around the corner when you look at growth rates of particular sectors. Make observations, and use data.

Additionally, using the local historical buildings and architecture to create your style can help your community feel like “one of the rest.”

CROSS-PROMOTION

Is the neighborhood well-established? Depending on whether you’re a new construction or if you’re taking over management of an asset, you can reach out to local businesses and work something out (where you both get something good at the end!) Mutually beneficial deals are the best kind.

Tip: Create a special discount code for a local coffee shop or do some cross-promotion. Tradesies! For example, if you can put up your posters in their windows, they can give you a discount on their roasted coffee in your lobby. If there are new businesses coming to the neighborhood, help them thrive by including them in your suggestions, or by doing giveaways with gift cards to the spot.

An Example of Leaning into Location

We recently took a small group of marketers on a curated day away from the office in a neighborhood called Deep Ellum, just east of downtown Dallas. This area has been around for a long time and has gone through phases of gentrification, as well as ups and downs in terms of its liveliness and popularity. Today it is filled with unique restaurants and shops and has a big nightlife presence.

We spent the full day within a walkable radius and visited many of these local restaurants and shops. Below is a snapshot of how we spent our day:

Started with coffee & pastries at Merit Coffee Co
Went on a mural walk—the area is covered in intentional graffiti art!
Crafted our own plants at The Plant Bar in Jade and Clover
Enjoyed a sit down lunch at Ebb & Flow
Relaxed by the pool at Kimpton Pittman Hotel with a charcuterie board snack delivered from Amor y Queso (this could be your apartment’s pool instead)
Indulged in an upscale dinner at Harpers
Laughed a ton at the Dallas Comedy Club
Ended with cocktails and dancing at Truth & Alibi (had to get the password from FB)

Immersing ourselves in this neighborhood allowed us to understand the vibe and appeal of the area. The visit not only left us with great places to recommend to others, but also helped exemplify how a new apartment community in the area could brand themselves creatively.

Benefits of Location in Apartment Branding

The benefits to you, multifamily marketer—is that when you give location insights to your residents and prospects it does four awesome things:

Crowns you The Authority for neighborhood knowledge
Boosts website traffic via SEO (if you’re putting this knowledge in a blog!)
Creates easy-to-use social content
Communicates your care for every resident’s living experience, even outside of your property lines (a curated lists of things to do = a bonus amenity)

When you lean into the location instead of trying to carve a completely new path, you may find better lease renewal rates and a more integrated community feel from the beginning of your branding journey.

Multifamily Branding Example Shines on a Custom Website

Written by Stacey Feeney on August 7, 2023. Posted in All Articles, Marketing.

Multifamily Branding Example Shines on a Custom Website

THE STORY

Branding development can be beautiful when you find the right mutual partnership, as we learned with our friends at Viking Residential.

Viking Residential is a real estate investment, development and management company specializing in the multi-family industry in the Philadelphia Metro Area. Though they’ve been around since 1982, with a portfolio of both residential and commercial property management, they were headed into new territory with a new construction asset and they needed a guide.

Enter: Zipcode.

We first met Viking Residential at NAA 2022 in San Diego at our booth. As first-time conference vendors, Zipcode Creative’s booth was in the New & Noteworthy section. After a few emails and zoom meetings after the conference that delved deeper into Viking Residential’s needs, we found that this new partner needed branding development for their first-ever new construction lease-up community.

We love ushering companies into new avenues to see how they can stretch more than they thought possible (and look good doing it).

THE GOALS

For the success of this new construction lease-up community, Viking Residential needed to nail its branding and showcase it everywhere, starting with a website landing page. In other words, Viking sought to build awareness around this brand-new community by clearly showcasing the property’s offerings and surrounding area benefits to the ideal residents best suited for Wexford.

So, Zipcode’s team set out to create conscious design, clear messaging, and consistent branding.

THE PROJECT

In order to properly build up the branding and create a website that spoke to the residents they most wanted to attract, Zipcode researched and developed the lifestyle vibe they set out to achieve for Viking Residential’s project: Wexford.

Wexford will be the first of its kind in rural New Jersey (Lumberton) just outside of Cherry Hill. The Class A level multifamily community solution (with proximity to Philly) has all the bells and whistles, and it’s set within a greater master planned community being built on historic farmland off of New Jersey’s Route 38.

THE PROCESS

This partnership was full of communication and collaboration and, most notably: trust. The teams worked together to determine the ideal resident and how best to speak to them through brand visuals and messaging. As the project progressed, Viking Residential leaned heavily on Zipcode’s team to advise in every area of creative design and branding, giving our team full creative reign within the process.

Research and Discovery

In order to develop the brand with informed strategy and an engaging story, Zipcode asked Viking to send over any and all collateral for Wexford, including full architectural plans, interior design concepts, applicable market research, and amenity details.

Tagline

Viking Residential’s team is highly communicative, and putting the tagline together for Wexford was no different. With their guidance on location and ideal residents along with their vision for Wexford, the process was more fun than it was work. After a little bit of collaboration, our teams landed on Sophisticated Comfort to echo the idea of higher-end touches meshing with the familiar.

Initial Design Concepts

Starting from scratch is almost always easier than pivoting a brand. That said, there’s still a science to it.

Based on market research and ideal resident profiling, our team worked toward a trendy, yet timeless vibe. The visuals/design and brand voice/messaging were all built to attract the IRP, who value small-town charm and traditions and are seeking an escape from bustling city life—while still staying close enough to go “into the city” whenever they wish. The aesthetic was aligned with the interior design plans, as well: simply modern, sophisticated comfort. We used clean lines and colors that paired with the modern simplicity of the interior design and communicated the balance between classic and trendy we were aiming for.

Success Secrets

Beyond the creative and messaging aspects of the project, we strongly recommended that Viking host the website with RESI, a platform specifically for multifamily hosted websites. RESI integrates with the client’s PMS to pull floor plan pricing and availability, and it’s easy to navigate the backend to make simple changes. When we work with RESI (our go-to partner for building custom websites like the one for Wexford) we oversee the direction of the design and look of the site to align with our created branding, while the RESI team develops, hosts, and manages the site.

Viking Residential also allowed us to take the lead in creative direction for Wexford’s permanent signage, which is being produced by a local sign company. With that connection, we’re able to ensure the branding stays on track and is implemented the way it was intended.

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Services provided:

Brand Development
Photo-Realistic Renderings
Floor Plans & Sitemap
Custom Website Design and Copywriting
Signage Design
Marketing Collateral and Digital Design
[Future:] High-end professional photography

MULTIFAMILY BRANDING RESULTS

Through Zipcode’s conscious design, clear message in the brand voice, and overall branding, future residents can see the value of Wexford living. As of Summer 2023, the community is in construction, and the project is progressing.

The landing page went live in great time, allowing Viking Residential to collect inquiries and gather an interest list to prepare for pre-leasing. The President of Viking Residential, Caroline Adillon, along with the rest of the Viking team, was impressed with our landing page—so much so, that she’s been giving our name to others in the multifamily space after our work on the project.

Sure, building a brand strategy can be done with just about any client. And the road goes both ways. But we’re glad Viking Residential chose us as a partner. Excellent communication and transparent trust from Viking’s team gave us space to make it pretty, fun and most importantly: effective.

Tailoring Your Branding and Messaging Around Renter Preferences

Written by Stacey Feeney on July 30, 2023. Posted in All Articles, Branding. 1 Comment on Tailoring Your Branding and Messaging Around Renter Preferences

Tailoring Your Branding and Messaging Around Renter Preferences

Residents and prospects are becoming choosier these days—both because they can pick and choose among all the options, and because so many may be “forever renters” rather than homeowners. They’re re-ordering their priorities for what they’d like in their community. Your branding and messaging should be tailored to meet renter preferences—and to clarify what you have to offer to attract them.

Location

Let’s start with where you are—are you urban, suburban, rural? Get a handle on what is nearby, what is special about your location, and become a resource for your residents.

NEIGHBORHOOD OFFERINGS

Is there a city bus around the corner? Is the grocery store just a couple blocks away? Identify them, so you can give your prospects and residents the inside scoop on why you’re ideally placed and accurately priced.

RELOCATING RESIDENTS

Using information from crowd-sourced reviews and information to listicles from local moving companies online like niche.com, you can use data to better attract residents who are relocating, whether individuals or families.

What this looks like in your branding and messaging:

With gathered data, you can tailor your messaging to offer up the most valuable information for precisely what they seek. When you have the info they’re in need of, you can ensure that your messaging hits all the high points for them. In addition to the Neighborhood page on your website, make sure you’re showing the highlights of living in the area on your social pages. If you have a variety of prospects, vary your front desk script for phone calls and tours with a customized focus on what each renter preference may be.

When you become a resource to both your residents and your prospects, you can build a relationship on trust and sweeten the leasing process.

Smart Home Technology

With smartphones in pretty much every hand in the U.S., the expectations for automated amenities have climbed the charts. If offered, these popular amenities may help your community beat out the competition. The NMHC 2022 Renter Preferences Survey revealed that 60% of renters surveyed want smart locks, while 70% desire smart thermostats to be placed in their units.

SMART THERMOSTATS

Smart thermostats, like the Nest, can be programmed from the resident’s phone.

DOORBELL CAMERA

Helpful to know who is there, and whether it’s likely safe to greet them, a doorbell camera is one more item that’s desired by this security-minded generation.

KEYLESS ENTRY / SMART LOCKS

These can be placed either on the main entrance to the building, or to the unit, or for both. No more changing locks, turning in keys, or losing them.

What this looks like in your branding and messaging:

Pick the top features you know your ideal residents are looking for (like these smart features) and create campaigns around them. In your messaging, you can also highlight the safety and security aspects of each of these offerings. This added control will help your resident feel more at home in your community.

Storage Space

Being a wholesale club member doesn’t always make sense when you’re renting. Where do the 24 rolls of toilet paper and year-supply of macaroni and cheese go? According to a 2023 Renter Consumer Survey from RCLCO, closets and kitchens have the most impact on a multifamily renter’s willingness to pay more for a rental.

WALK-IN CLOSETS

Extra space to store clothes and out-of-season items can make the rest of your home feel calm and collected and less cluttered.

LARGE KITCHEN PANTRY

Without a pantry, it’s a pain trying to figure out where to place cans and boxes. Having a large kitchen pantry keeps foodstuffs close at hand without making your home look messy.

PATIO STORAGE CLOSET

When you’ve got a patio storage closet, all your outdoor goods can stay clean-ish and out of sight.

ADDED STORAGE FOR RENT ON-SITE

It’s helpful to have a landing spot for your own seasonal equipment, bicycles, and other less-regularly-used items.

What this looks like in your branding and messaging:

Focus on space and storage in your messaging. Residents can bring their stuff with them when they come to the community—and can truly be themselves when they can take their hobbies, their fashion, whatever makes them them. Your brand should go along with this flow of things, and offer up plenty of photos of what you’re offering. Don’t forget to show it off on any tour—whether self-guided or not.

Working From Home

Post-pandemic, the working culture has changed dramatically. Corporate real estate has diminished and many are now working from home. According to the NMHC survey, 27% of the renters surveyed work from home every day, and another 23% work from home one or more days per week. With those numbers in mind, it’s no wonder that renter preferences are shifting for what “home” offers with a dual function as a workspace.

SOUNDPROOF WALLS

Barking dogs and noisy music make for poor concentration when you’re up against a deadline. Even for non-WFH residents, soundproof walls are a bonus. Some apartment communities are even designating areas, spaces, or entire buildings with more “quiet” in mind.

ADDED SPACE

Flex space for guests, for working out, or—most likely—for an office, is a big draw. Bonus points for a built-in desk, too.

CO-WORKING SPACES

If you can’t make office space in your apartment, individuals will likely be more interested than families in having easy co-working spaces where they can hold meetings and feel productive.

HIGH SPEED INTERNET CONNECTION

Choppy internet won’t work well for WFH residents’ regular online call check-ins and meetings.

COMMUNITY SPACE WiFi

Along with co-working spaces, WiFi in the community areas is helpful to have for when you decide to take a WFH break pool-side but need internet (just in case).

What this looks like in your branding and messaging:

Work is a big part of life—the biggest demographic for apartments is literally “young professionals.” Show your prospects and residents that you get it by offering them the best WFH options as a part of the package, and prioritizing the technology and space they need to get the job done.

Conveniences

Even if your residents may never own a house, it’s nice to feel like things are still streamlined and easy in their home

IN-UNIT WASHER/DRYER

A washer and dryer all their own is a luxury unto itself. They can change the load in a minute without ever having to leave their unit.

ON-SITE PACKAGE LOCKERS

Online shopping isn’t going away anytime soon. Protect your residents’ packages with lockers.
Also of note: Per NMHC, 80% of renters prefer storage lockers versus storage rooms for packages.

SELF-GUIDED TOURS

After COVID, plenty more prospects want to keep with the minimally invasive self-guided tour method. They can say their thoughts aloud, and exit the tour whenever they want.

ONLINE RENT PAYMENT

Almost all bills can be paid online these days. Make it easy and create a portal.

What this looks like in your branding and messaging:

Convenient and comfortable. If your community can offer these things, you may find less attrition in your lease rates. Your tagline can communicate as much, too.

Accentuate Renter Preferences in Branding

In your branding lies the unspoken methods that will direct your prospects to what they most desire, and could put your community at the top of their wishlist. To fold renter preferences into branding, there are four places to focus on.

ICONOGRAPHY

Draw attention to what you need them to see most. You can do this through visuals that pull out and separate their preferred amenities. For example, if you have a coworking space, you can use an icon that indicates as much—and use the same one across all platforms and collateral.

GRAPHIC ILLUSTRATIONS

Extend your brand across an entire wall—like a branded mural on your fitness center. Use your colors, use your vibe, and get playful through your showcase of some of your best features. This makes the amenity space feel exciting, unique, and like they can’t get this experience anywhere else.

IMAGERY

Sometimes seeing is believing. And before the prospective resident can schedule a tour, they are looking at your imagery. The lifestyle stock photography should paint the picture of someone experiencing the very amenity they’re most interested in. Note: Choose the photos carefully so they can connect with it and “see” themselves in the space.

MESSAGING

Identify who you’re speaking to. Know what their preferences are. Tailor your brand message to speak directly to them and their desires (and how your community solves their problems or gives them what they’re looking for.

Knowing how important renter preferences are, along with showing how you are solving the modern problems they have will help your community stand out from the rest.

RIZE and Inwood Station signage examples are ©Fairfield Residential | Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.

Stock Photography in Branding and Its Impact Potential on Residents

Written by Stacey Feeney on July 22, 2023. Posted in All Articles, Branding, Marketing. 1 Comment on Stock Photography in Branding and Its Impact Potential on Residents

Co-Authored by Martha Bader, Director of Marketing and Programming, Arden

Stock photography in branding and marketing has a significant impact on outcomes, connection, and inclusion. It’s natural to pick only the most beautiful, the most youthful, and the smiliest people for our brand’s imagery. But there’s a lot more to stock imagery than picking the shiniest, happiest people. It’s supposed to reflect your brand.

But what happens when the stock images you choose—that do reflect your brand, just don’t jive with the resident profile that’s supposed to be targeted?

Aspiration may—remarkably—turn into disconnection and frustration, and should be considered when selecting brand images.

A Deeper Dive into Stock Photography in Branding

We recently partnered with Martha Bader, Director of Marketing at Arden 55+ Living, who has worked with zipcode creative on multiple projects, particularly around brand voice and public relations. Perception is a huge part of stock imagery and we both wanted to know what really resonated with active adults and those that are 55+. The results have been eye opening!

We hosted an in-person gathering to show participants stock photography and obtain their feedback to better understand how our use of stock imagery could portray what we intended, and foster an ideal perception from the viewer. They were then encouraged to describe their initial reactions to and feelings around these images, which resulted in a lively discussion around some of the questions below.

The answers might be surprising to you, but Martha knew exactly what to expect, having spoken with thousands of people 55+ across the country over the last six years to better understand this growing demographic.

1) How old do you consider yourself (versus your actual age)?

Note: Participants were all 55+.

“At least 15 years younger, if not more!”

“I am not old, I think about what my parents looked and acted like at my age, and I feel so much younger than them.”

“It depends on the day, sometimes 15 and sometimes my age.”

2) What do these images make you feel?

“I know that these are not real residents and they look fake.”

“These people mean nothing to me.”

“I feel worse about myself because I don’t look like that.”

“I know that this is for senior living because of these posed pictures.”

“Please don’t use people in ads—it reminds me of my age.”

3) What is your initial perception of 55+ communities?

“They feel very exclusive.”

“I wonder what will happen to me if I am the oldest person there.”

“Great idea.”

4) What does being “active” mean to you?

“Taking care of my health.”

“I love doing things and going places.”

“Being social.”

When choosing images, Martha believes that they should be like a permission slip to dream of what life can look like and shouldn’t be overly prescriptive or overpromise things like ‘If you move here, you will then your life will look like this, and these will be your new friends.’ Martha says, “In the age of photoshopping, we want to continue to celebrate all walks of life, and make sure that we are not excluding people or they are not self-selecting out of exploring what a 55+ community has to offer because they don’t see themselves in the images portrayed.” While studies have previously shown that using faces in imagery builds connection, it may not be the type of attention that you want.

Another thing to keep in mind: Watch your third-party brands—they may use stock imagery that has a negative impact, such as an on-demand fitness app used in the fitness center, making health goals feel even harder or less likely to reach. Ask if their apps or AI can be modified to represent your residents and not exclusively young and extremely fit models that could be problematic or triggering to your 55+ residents. Take an extra minute to reflect on what the resident experience might be to ensure engagement and inclusivity for your residents!

Martha adds, “It is a fine line to walk of realism and possibility and we continue to engage with prospects on what grabs their attention and compels them to make decisions.”

Choosing Stock Photography in Branding and Marketing

There are five ideas that should be considered when selecting stock imagery for branding and marketing materials for your apartment community’s brochures, websites, signage, mailers (and plenty more).

Representation – Follow fair housing laws. Get diverse with your representation through your photos. This includes a variety of ethnicities, genders, ages, body types, abilities and cultural backgrounds. This will help show that your brand values everyone from everywhere—because you may not be sure who you’re excluding, even unintentionally, with your selection of stock imagery.

Stereotypes – Ensure the photos that you choose for your brand do not perpetuate stereotypes or biases. Choose visuals that allow for the full spectrum and breadth of abilities and e experiences. Keep in mind that stereotyping/bias could be conscious or not!

Accessibility – This is particularly true for stock imagery that you place on your website. Screen readers will need to be able to indicate to anyone with visual impairments or disabilities what is happening in the photo. For this reason, provide alternative text descriptions for your images. Beyond this, every image you choose should be clear and high-quality.

Authenticity – Make your photos relatable. Choose stock imagery in branding that will represent people accurately rather than being props for diversity. A stock photo that attempts to show an interesting story and perspective will have deeper meaning than a photo chosen simply because it fills in the gaps of your diversity spectrum.

Emotional Connection – Your audience—or ideal resident—will relate to your brand partially based on the stock images that you choose. Choose wisely, and you may be able to evoke emotions and create a connection to your brand. If you can offer up photos that remind your audience of themselves (ones that feature folks that look like they do) this can be the bridge to long-term loyalty.

Risks When Using Stock Imagery With People

It can be difficult to choose stock imagery with people in it. Keep these risks in mind when you choose to use stock imagery:

ACTIVE ADULTS

Depicted Too Old, They Feel Younger – “What? This isn’t for me. I’m still spry.” This might be what your 55+ community demographic is feeling when the pictures show elderly folks in wheelchairs. They’re not looking for a retirement home—they’re still active adults. Look out for the “too old” photo pitfall!

Depicted Too Young, They Can’t Relate – “Oh my, I can’t keep up with these youngins. I’m not going to like this place.” This might be what your 70+ residents may be thinking when they see an (attractive!) salt-and-pepper man backpacking up a mountain. Look out for the “young and having fun” pitfall, too.

STUDENTS

Ah, college students. This is possibly the most judgy age (besides tweens) that any person is at any point. Make sure you depict people that are a little beige. Not too preppy, edgy, lazy, or goodie-goodie. Find students that look pretty—to put it in terms you’ll understand: Normcore. Totally normal. Nothing particularly stand-out. (It does help if they’re attractive, though.)

YOUNG PROFESSIONALS

Where paths diverge: younger professionals. There’s a reason there is white collar and blue collar nomenclature. If you depict someone working remotely on their laptop in a coffee shop, the service worker may feel unconsidered. If you show only young couples enjoying a night out, a single mom may feel forgotten, because she never gets the opportunity to have a happy hour with friends. Share the love, consider the imagery that may get overlooked. Try to level the playing field with your images.

Inclusionary Practices

Images that are inclusive can help broaden your customer base because you’re reflecting a diverse target audience. Inclusion is good, all on its own. But it’s also helpful as a business move because you can connect with even more people who may be interested in becoming a resident in your community.

BOOST YOUR INCLUSION WITH THESE PRACTICES

1) Abstract Depictions

Get a little less specific and capture the feeling you want them to have while living the lifestyle that’s quintessential to your community. What do we mean? Instead of trying to figure out who exactly to include in your images, instead opt for photos of:

A close-up of a shimmering pool on a bright day
A linen curtain blowing in the breeze
A group of different cocktails on a tray
Dogs!

2) Groups of People

When it does make sense to include faces in your imagery—select carefully. Candid and natural shots will always win out over dated, posed shots. Get a group that has multiple ages and races in one photo to keep the diversity going.

3) The Property

If done well, you can’t go wrong with photos of the property, or beautiful, photo-realistic renderings for apartment marketing. This is the actual product that your ideal residents are looking into “purchasing” (okay, leasing), and by showing off the architectural lines, details, colors, and spaces, you let the community speak for itself!

All in all, it is absolutely impossible to find imagery that relates to everyone—and someone will inevitably feel excluded based on their perceptions of the stock imagery in branding that you’ve chosen. However, being aware of the risks (including with any third-party businesses you use) and conscientiously choosing imagery to be inclusive and best reflect your biggest target population or majority target renter demographic can help make a positive impact for your brand and for your number of signed leases.

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Build-To-Rent (BTR) Communities—Coming to a Town Near You

Written by Stacey Feeney on July 18, 2023. Posted in All Articles, Branding.

With less stock in the home market, and the rental market becoming pricier, housing is continuing to be difficult for both homebuyers and renters to come by. As a sort-of-solution, home builders and investors have now introduced “build-to-rent” (BTR) communities, also referred to as single family rentals. In fact, according to the U.S. News, the BTR sector is on the rise, and has grown a significant 42% from one year to the next, with 6% of all housing built between September 2021-September 2022 falling within the build-to-rent category. What counts as a build-to-rent community? Why are they important, and how can your company brand your next BTR community well enough to capitalize on the new BTR boom?

What’s a Build-To-Rent?

By definition, a build-to-rent is made of detached units that have been built specifically to lease out to long-term residents. Funnily enough, build-to-rent is also called BTR or B2R or built-to-rent, or built-for-rent, or even B2B. Just kidding about that last one.

The newer multi-family sub-industry offers communities of single-family homes that are constructed to be immediately leased out—but they’re handled just like an apartment community, with the exception of different looking phases of units delivered.

The community is close together, even though each home is typically a standalone place. There are amenities in the area, but the units aren’t necessarily vertically stacked—instead, they’re spread out and typically have some outside space—maybe their own building, and possibly their own lawn. They’re detached, but there’s a leasing office on-site, and you’ll likely find amenities typical of apartment communities, too, like a pool or a fitness center, or both, though they’ll be more spread out. This allows residents to live as if they are homeowners or have their standalone property, but behind-the scenes, the property functions more like a traditional multifamily community, where amenities abound and maintenance worries are assuaged.

TYPES OF BUILD-TO-RENT

What really counts as a build-to-rent community? A couple types of buildings could fall under this category:

Row houses – Build side-by-side, row homes can share a wall
Duplexes – Similar to row-houses, but really only two units that are attached
Horizontal apartments – Instead of building up, they’re built out and around
Small lot homes – Single-family homes that are built close together, with a lot as small as 600 square feet (for reference, a typical home lot could be closer to 5,000 square feet)
Factory built homes – Manufactured home communities

Is it a Good Investment?

BTRs offer plenty of benefits for both landlords and for residents. For one, the renewal rate is astonishingly high—close to 74%, according to licensed real estate salesperson Jack Richardson. The standalone units make renovation and correction of problems much easier to roll out, since you can do it one unit at a time, without disturbing other units. It also gives owners and managers easy access to systems, and the spaces are better equipped for turnover—even though turnover is a lot less frequent than average apartment communities. You could even turn one vacant home into a local cafe instead of renting it out again.

Because BTRs can be built more quickly than typical single-family homes, it can help address the lack of affordable housing for residents looking to lease a home. They’ll be built faster than a subdivision, and they’ll be much more welcomed by the existing neighborhood than a towering apartment complex that impedes views and impacts parking.

Branding Build-to-Rent Communities

There is the question of how exactly to brand your build-to-rent units so that you can attract the right residents. The key is knowing the difference between BTRs and typical apartments. There aren’t a ton of differences in branding, but there are enough to make it worth paying attention here.

INDEPENDENCE

Your own structure. Your own lawn. Your own address. It’s a sign of independence. Make sure this ends up in your messaging. (“Your own home—but better” kind of thing.)

ALL THE AMENITIES

Your basic HOA could never. WIth a BTR, you’ll have residents clamoring for all the amenities you’re offering. It’ll be far more than your typical suburb. A pool. Lawn maintenance. Home exterior upkeep.

EFFICIENT

Everything is designed to work all together, so residents are able to rely on the on-site management to handle exterior maintenance while they enjoy a little piece of land to call home.

COMMUNITY-ORIENTED

Good fences make good neighbors—and it also helps if your ceiling isn’t their floor. Depending on how things are laid out, the community may be a lot more neighborly than a very-closed-door apartment complex.

AFFORDABLE

This is an affordable way for residents to have comfort and community. If residents can’t save for a down payment or they’re not sure that they want to purchase a home, this is a great way to have the best of both worlds; amenities, community, and a little more privacy. Hit this hard in your messaging!

All in all, it will be best if you stay ahead of the burgeoning built-to-rent market. Don’t miss the bus, and make sure your branding lays out the direct benefits to your resident—in messaging and photos. If you need extra help, zipcode creative is just a click away, and we’ll get your BTR set up for success.

Images courtesy of Howard Hughes Corporation.