by Leah Draffen
A good brand tells a story that connects consumers and viewers to a product. In the multifamily space, a good brand connects its residents—and potential residents—to a property they want to live in and enjoy.
Because resident satisfaction is vital to a property’s success, strong branding is often the basis of leasing up a multifamily community.
“The branding and messaging of a community is its foundation and acts as the legs to marching a community’s success across the finish line, especially during a lease-up,” says Seth Kaplan, senior vice president of marketing and communications at 29th Street Living, formerly Haven Residential that rebranded last year.
Kaplan and Katie Nelson, vice president of marketing at CAPREIT, agree that branding a multifamily community begins with telling a story. When asked her tips for branding a new community, Nelson says, “Define the brand story and core values by articulating the narrative and principles that represent the brand’s essence.”
Read Leah Draffen’s article in the Multifamily Executive.