In the Canadian real estate market, it’s not only recommended but necessary to brand your apartment building to draw the attention of potential tenants. As there are countless apartment building listings on the market, owners need to go the extra mile and make sure their buildings have something distinct to offer.
As the managing director of Crafted, a leading NYC branding agency, I’m here to share some of the best tips I’ve picked up over the years related to branding.
Drawing from my expertise, this resource article is designed to provide you with practical steps and tips, drawing from deep industry knowledge, to help you get started or step up your game in the real estate market so that your brand not only resonates with potential tenants – but also promises a successful business venture.
Read on to learn the basics of apartment building branding and how it can make a significant difference in a highly competitive market.
What is Apartment Building Branding?
Branding an apartment building involves crafting a distinct identity, setting it apart from other properties. This not only encompasses the building’s visual aesthetics and architectural features but also the promised living experience and its positioning in potential residents’ minds. Beyond design, it’s about creating an emotional connection, evident in the amenities offered and community events organized. The ultimate goal is to foster resident loyalty, where individuals not only renew their leases but also recommend the property, ensuring the building stands out in a competitive real estate market.
Why Branding Matters
Engaging Your Potential Residents
Branding is a must in apartment marketing because it helps to engage people who are looking for a place to live. A study shows that 72% of potential tenants find visual appeal very important when choosing an apartment.
According to Duncan Hunter branding “selecting a neighborhood based on schools, community, and shopping can greatly impact how potential tenants view the apartment brand.”
Here’s an example of a building from the Find Business 4 Sale site, that actually has a brand, it’s just not obvious.
Of course, some design elements carried throughout the building would add a lot to how memorable the building is, but the location and size of the building itself seems professional. But a run down home would not have the same appeal to the commercial customer.
As you can see from our project on the City of New Rochelle, schools and geographic locations are very important to brand.
Steps to Create a Strong Apartment Building Brand
1) Get Ideas
When you start building your apartment brand, it’s a good idea to collect some ideas from different sources. You can check out other buildings in your city or even in other cities to see what branding strategies they are using.
Platforms like Midjourney can also be used to gather design ideas for your building. This will help you come up with a brand vision that meets the expectations of your target audience.
An example of a computer-generated image of a modern apartment building, created using the Midjourney program.
2) Create a Unique Visual Identity
Creating a unique visual identity is an important step in building a strong brand. Studies have found that companies that use online logo builders are 67% more likely to get a professional logo compared to those who try to make one from the ground up.
You can also use Corian to keep the construction costs low while ensuring a modern look. Keep in mind that a simple but distinctive design will be easier to use across all your marketing materials, helping to create a strong brand image.
An image crafted through the Midjourney program, showcasing the use of a unique visual identity through building design.
3) Stay Consistent with Branding
Using consistent branding across all your marketing materials is very important. Make sure that the visuals and messages are uniform to create a strong and memorable brand image. Keeping the branding consistent will build trust and form a stronger bond with potential tenants.
Building an Enduring Brand
In a dynamic and fast-paced real estate market, having a unique and memorable brand is essential to attracting the right kind of tenants. Following the steps laid out in this article: gathering ideas, creating a visual identity, and maintaining brand consistency, will give you the insights and know-how you need to build a brand that is not only unique but enduring.
The journey to creating a memorable brand doesn’t end with creating it. It’s important to continually foster a relationship with your tenants as that brand, always being open to feedback and facilitating beneficial changes. Doing so will cement your brand’s place in the market, nurturing a community where people want to belong and be part of it.