Chapter 21. Branding Residential Real Estate
In the field of residential real estate branding, the business objectives are similar to other industries: stand out from competitors, communicate advantages to potential clients, and attract their attention through an interesting advertising campaign.
It's possible that the demand for square meters is so high that there is no need to develop truly interesting concepts. Perhaps the client in this industry is so conservative that they simply do not realize all the missed opportunities. Or maybe the client is not familiar with branding and does not understand what other branding tools can be used in this field. Let's fill in this gap.
In 2021, in the Krasnaya Presnya district of Moscow, I noticed a construction project called "LUCKY." The main message is clear: if you have the opportunity to buy such real estate in the center of Moscow, you are definitely lucky. I found the project's website to carefully study the concept.
The positioning and some statements that I found on the "LUCKY" project website:
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A modern project with developed infrastructure in the center of Moscow
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Modern construction materials and technologies
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Premium segment
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Modern architecture while preserving the historical architecture of the Mamontov factory
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Fascinating video where the project creators talk about themselves
And not a word about why this project is named "LUCKY," no hint of the brand's communication platform and its development!
So, what could it be? Let's fantasize about how we could reveal the idea behind such a name.
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Centers of creativity, music, and theater
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Family centers, including playgrounds for adults and children
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Family and children's psychological support centers
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Meditation, relaxation, and mental health monitoring centers
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Film school
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"Eco-consciousness" cinema showcasing carefully selected masterpieces of world cinema for their environmental impact and artistic value
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Music schools for children and adults, including choir and a cappella singing
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Library
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Young Technicians and Radio Amateurs Club
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"Happiness Programming" IT School
In my subjective understanding, if you name a project "Lucky" (by the way, a big question why the name was chosen in English), the name should reflect the project's goals. Otherwise, it's at least not logical.
Authors of projects in the premium construction segment like to use the names of deceased literary classics: Tolstoy, Lermontov, Chekhov, but at the same time, it seems they are not familiar with the great works of these writers, don't appreciate them, and don't plan to integrate their great creations and legacy into the implemented projects.
Now, moving from constructive criticism to recommendations
Branding is, first of all, business-to-client communication, an exchange of values, and a search for "your people" among the vast potential audience. To create a noticeable concept in the market, you need to know your clients - their interests, preferences, and culture. Choosing a name is not the most appropriate starting point for branding. The right starting point is studying the profiles of the target audience.
If we look at the market in Dubai, the names of skyscrapers were determined by the architectural forms of the buildings:
Ocean Heights: designed as a wave and located on the second line of the bay's coast. Torch: clearly resembles a torch with upward-reaching tongues of flame. Almaz: shaped like a diamond. Jumeirah Lake View: offers panoramic views of artificial lakes. The Gardens: a complex of buildings standing in flower beds and gardens. Golf Course View: looks out onto golf courses, respectively. The names are logical; they reflect the architectural ideas and product characteristics of the real estate objects. Thus, even without seeing the object, the client gets information about its product features.
To sum up, when developing a brand communication platform for a residential construction project, you must answer the following questions
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What is the idea of the project?
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Is there any additional value that I can bring to this project?
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Who is my client?
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What is the uniqueness of my project?
The uniqueness of the project is the starting point for the formation of the main idea of the brand. The name, identity, communication system, these are just tools to convey this basic idea to a potential client.
A brandbook for a residential complex may contain:
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Office book: business cards, letterhead, envelope, pen, pencil, folder
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Marketing kit: presentation about the project
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Stand for participation in real estate exhibitions
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Information leaflet for distribution at exhibitions
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Sales office design
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Design of the stand of the residential complex
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Promo video presentation of the project
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Souvenir products
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Branded merch
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Workwear, including branded helmets for visiting the construction zone
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Branded cars
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Website and social media design
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Creatives for an advertising company
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