Multifamily Branding
Multifamily Branding
The multifamily sector has been slow to extend the concept of branding to apartments. Some real estate companies are content to view apartments as commodities, or believe that by putting their corporate name on their communities’ signs that their branding job is done. Branding, however, should not only create identity but should create a relationship with a customer that will withstand the test of time. An individual property can be outdated or sold, but a brand lives on. Branding in multifamily should lead to gains in operational and marketing efficiencies.
A branded identity signals to the consumer that this is the right place for them. Do they want a full-service property with 24-hour doormen and a concierge or a cost-efficient apartment with a lower monthly rent? Are they looking for a prime location or are they willing to travel further? By signaling through branding what to expect at your community, potential residents can self-select in or out of your leasing office, in essence “pre-pre-qualifying” themselves, which will help to increase the efficiency of leasing operations.
Branding also permits a company to improve its marketing efficiencies. Instead of creating separate names and identities for individual properties, which then forces each property to have its own marketing plan, branding can link communities together with a consistent and unifying look and message. This will not only impact consumers, but also investors and business partners. They too will be able to instantly recognize a company’s communities and help them to understand the depth of its property portfolio. This awareness can also help with municipal interests, who will know what else you have done, as well as attracting buyers and sellers of properties.
Contact us today to get started on branding or re-branding your apartment community or communities today at 904-247-5334 Ext. 305
