Building a Residential Brand Experience
News & Insights
News & Insights
The landscape of homeownership is undergoing a transformation, with an increasing number of individuals choosing to rent as property costs and mortgage rates remain high. Meanwhile, many urban and suburban areas are still catching up to housing shortages and are witnessing a surge in the development of new buildings and communities, creating a renters’ market as consumers have an increasing array of options.
As competition climbs, a property’s brand value and ability to deliver a meaningful and relevant lifestyle experience is becoming as important a factor in the rental decision-making process as location and price.
This creates an opportunity for residential buildings and communities. Altitude Design Office has created brand identities and wayfinding experiences for more than 20 residential property brands. We’ve seen the tangible, positive impact of investing in a cohesive brand experience for consumers, as these clients have enjoyed higher pre-leasing interest and quicker lease-up rates. And the intangible benefit? Residents feel a sense of belonging to a community they’re proud to be part of, thanks in part to its esteemed brand.
This brand experience is essential regardless of whether it’s a new apartment build or the renovation of an existing property. In this post, we discuss three key stages of building a residential brand experience.
Our clients report that their residential properties where we’ve helped them develop a cohesive brand experience have enjoyed higher pre-leasing interest and quicker lease-up rates.”Greg Nelson, Principal at Altitude Design Office
First impressions are rarely formed during a property visit – they’ve likely happened much earlier via online connections. Through websites and social media, potential residents are enticed by aspirational lifestyle depictions that are designed to reflect a higher level of luxury. Amenities take center stage in these portrayals, complemented by high-quality photography, a clear and consistent visual identity, and a relevant and authentic brand narrative. All these elements contribute to creating a robust online experience that sets the tone for the residential brand.
The next step is the actual property tour. Here, the objective is not only to ease the experience of arriving on site and feeling welcome, but also to ensure the in-person reality matches the online promise. Potential residents will ask themselves, “Can I see myself living here?” “Do I feel like I want to be part of this community?” The physical visit should confirm the online impressions, and if it does, it strengthens the brand perception significantly.
Once the residents move in, the residential brand experience must continue to deliver on its promises. From a practical perspective, can guests easily navigate their way to the resident’s unit, and can residents easily find and understand all of the community’s offerings? Is the service provided by the property, such as maintenance and other amenities, on par with the brand’s reputation? What about the programming or events on offer – are they appealing? The ultimate brand experience is when residents are so satisfied that they become brand ambassadors, eager to refer others to live in their own community.
In conclusion, investing in a cohesive residential brand experience is a multifaceted task that goes beyond aesthetics. It encompasses a strong online presence, the guarantee of living up to the promise during property tours, and maintaining a high level of service and community engagement post-move-in. At Altitude Design Office, we specialize in creating these holistic experiences that not only entice potential residents but also cultivate a sense of belonging among current ones. That’s the power of well-crafted residential brand experiences.