If all a developer does is put up a logo and monument or send out a press release with the name of the development and a list of amenities, he or she may be missing an opportunity to tell (and sell) the real story of a community.
At Able&Co., we’ve spent years partnering with successful real estate developers —helping them turn a tract of land into a vision, and a vision into a brand that builders, Realtors and buyers can fall in love with.
Some might think that a great house in the right location sells itself. From our experience, the communities that ignite the imagination of builders and fulfill the dreams and aspirations of would-be homeowners, are those that have been branded effectively from day one.
Here are some important questions to ask at the onset of any new real estate project:
- What type of community do you envision?
- What does the market research suggest and where do opportunities lie?
- Which types of builders do you want to attract?
- How will you attract those builders?
- Who are your buyers and why will they buy?
Even from when you’re first doing land planning, it’s not too early to be thinking about your future community’s brand. Many people use the word ‘brand’ loosely. Coca-Cola is a brand. Nike is a brand. Starbucks is a brand. At its simplest, a brand is a set of unique truths and values that are shared among all those who encounter it. And a real estate community is no different.
The most successful developers start building their community brands early. They begin to tell the story of their community when all there is to see is a patch of uncleared land. This is where we can help. This is what Able&Co. does best!
Branding your next community
At Able&Co., we apply our proven approach to branding a real estate community, and it works across four distinct phases:
PHASE 1: CRAFTING A VISION
We help you decide what your community is destined to be centered around. It could be golf, nature, social connection or seclusion, for example. We have our ear to the ground and our recommendations are based on the latest market research and opportunities that will help make your community unique and desirable.
PHASE 2: CREATING TANGIBLE ASSETS
It’s one thing to have a vision in mind. It’s another to have a storybook with appropriate imagery and language, a well-crafted and perfectly articulated vision, a 3D rendering to present to builders, and so on.
PHASE 3: GOING TO MARKET
Now that your community has its distinct look, style and way of speaking, buyers know exactly how to categorize it in their mental repertoire of all the various communities out there.
PHASE 4: LEAVING A LEGACY
Consistent delivery of your community’s branding leads to a real estate community that thrives and endures. Branding is the foundation of a lasting legacy, created by you…with just a little help from our marketing teams.
Break new ground with Able&Co.
Why does one community sell and another stagnate? More often than not, the ‘hot’ community succeeds because it has a clear and cemented brand vision. Done right, a branded community will help you:
- Align with the right builders
- Reach the ideal buyer
- Stand out in a crowded market
- Justify premium pricing.
- And more!
Get in touch and let’s start a conversation. Our marketing and creative teams are shovel-ready.