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 res ...

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 ...

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 ...

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 ...

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? M ...

The Importance of Location in Apartment BrandingIt'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 ...

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 attrac ...

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 ...

As the housing market faces a scarcity of available homes, and rental prices soar, both potential homebuyers and renters are finding it increasingly challenging to secure suitable housing. In response, home builders and investors have introduced the concept of "build-to-rent" (BTR) communities, also known as single-family rentals. According to U.S. News, the BTR sector is experiencing a significant surge, with a remarkable 42% growth from one yea ...

Apartment branding certainly costs money—but is branding worth it? Quick answer: Yes. Good branding is definitely worth the investment for apartment communities. Branding can help any business be more successful, especially in the multifamily business. What's Involved in Apartment Branding?Apartment brand guidelines are a good place to start. Having an idea of what's involved will help you get a head start—and it will help you better understand a ...

Using Renderings for Apartment Marketing Renderings for apartment marketing could be the difference between scrolling past the website and a signed lease. Learn more about why using renderings for apartment marketing is important—and how best to put them to use.What are renderings?Renderings are realistic images of a building or space, generally prior to its construction or completion. It also offers up a visualization of what a unit may be fille ...

 Ever wish there was a roadmap for apartment branding? Meet apartment brand guidelines. This…map won't look like anyone else's. Except for the main elements that are required for any map: scale, latitude, longitude, compass. And When you have every piece of your brand guidelines all laid out in front of you, it's going to be a lot easier to get where you want to go (the land of sweet success, the true treasure.) Brand PositioningWHAT'S BRAND ...

What is a Brand Promise?Everytime your brand shows up visually or verbally, there is a specific association with what your apartment brand offers as an experience to its clientele or residents. That's the brand promise. Each time your brand messaging and visual representation show up, like an ad or a mailer, you've set up your brand to deliver an experience you have vowed (or promised!) to give residents…which they now know to expect. It's not al ...

Look under the hood, pull back the curtain, call it what you want…we all want to know what's behind the scenes of creating an apartment brand. Creating something that's beautiful, memorable, and effective. Let's go step by step.Brand Questionnaire We're asking the questions here. And the answers you provide in the zipcode creative brand questionnaire will help us catch the vision for your community's brand or rebrand. Boxes for you to fill in wit ...