Updated: Jan 22
How a well-thought out real-estate branding can help sell condo properties before it is built even during a pandemic.
As much as the COVID-19 pandemic has disrupted people's lives, it has also presented some very interesting opportunities for real-estate developers of residential condo properties. A new segment of customers are now using their home as their workplace. It is therefore more important than ever to make sure that your real-estate development project will stand out, and appeal to these new segment of customers, to achieve it's business goals.
Here in Toronto (as in most mega-cities around the world) there has been a general trend towards de-centralization, as a result of the COVID-19 pandemic. People are now working remotely from their homes. The need to be physically located in the Downtown Core has also changed. A lot of real-estate developers have now capitalized on this opportunity, by luring prospective buyers who would generally buy a condo downtown (so that they are located closer to work), to locations outside of the downtown core. Since most of their workplaces allow them to work remotely from home, they no longer need to commute. Instead a 5G Internet, and a den which could be transformed into a work-from-home office space within their condo unit are the most prized amenities.
Website design we did for Sotheby's Allele Condos in South Boston, that attracted more sophisticated buyers (DINKS - Double Income, No Kids).
TARGET THE RIGHT AUDIENCE
When we work with real-estate developers on branding their properties, our work doesn't just comprise of a logo, brochure, or website design. It starts with a Brand Discovery to figure out who our target audience is, what are their goals & motivations, and how can you help them achieve them? How can you make it look interesting to them. What are the demographics and psychographics of your target customers? Why should they buy an expensive condo in that particular location? Do they want to show their status? Do they value privacy and security? Do they want a luxury lifestyle? Maybe they hate shoveling snow, or doing any handy work around their house - they want everything taken care of. All these kind of details matter and together with desired brand attributes (which we help you to find) can be reflected through messaging and design. When we facilitate a brand discovery session with our clients, we dive much deeper into brand attributes, customer profiles and strategies to find answers and create captivating solutions for everything that is needed.
This was the stylescape / moodboard we created for Allele Condos - where our primary audience were women, 35-50, financially stable, in the Boston Area, Double-Income-No-Kids (DINKS).
Our job as branding consultants for these real-estate developers is to help garner the attention of the right buyers, and through visual design, messaging and tone of voice, have them be interested enough to deposit a large sum of money, before construction of the property begin.
For example, if a real-estate developer were to build a condo property outside the downtown core during these pandemic times - they could attract the attention of tech-saavy Gen-X & Millennial professionals (who would normally buy condo properties in the Downtown Core to be able to commute to work easily). But now because of COVID19, and the ability to work remotely from home, they will now be more open to looking at condo properties that are outside the expensive downtown core (a 500 sqft, 1 bedroom condo in Downtown Toronto starts at $450K). This also allows them to afford larger condo units, with the same quality of amenities (like pool, 24/7 concierge, gym, game-room, underground parking etc.) but at a cheaper price. These customers also understand the value of the apartments and don't complain about the price or condo maintenance fee. It will also sell faster because of better targeting (most of these young professionals are extremely active on social media, so using targeted Facebook, Instagram, and LinkedIn ads would be a good way to reach them).
7 DIFFERENT TOUCH POINTS
Before even breaking ground and diving into construction - real-estate developers need to secure funding for their property. And to do that, they need attract the attention of their ideal customers, sell them on their dream home, and have them deposit a large sum of money as security during the pre-construction phase.
These are the 7 different touch-points that they need to employ, and make sure they all work together like a fine-tuned engine, in order to get their prospective buyers to convert:
We help our clients navigate through each of these 7 touch-points. We've successfully employed these strategies to help brands like Sotheby's Realty. Domicile Development, IRA, Marriott Hotels, exceed pre-construction sales goals by +15%.
As you can see, it takes time, thought, and a lot of work to creative impressive and powerful real-estate branding & marketing. But like any other investment, it is worth the effort. When you have a chance to make your mark, do it properly, do it authentically, and do it with purpse.
Check out below the projects we've done for real-estate developers. Our services include the following:
Logo & visual identity design
3D Architectural Rendering & Animation
Sales Brochure design
Sales Website design & development
Social Media Video Ads
Social Media Content Creation
If you would like to do work on branding your upcoming real-estate property, then feel free to schedule a free zoom consultation with us, and we would be happy to offer some clarity and advice.