Best Practices for Real Estate Industry Marketers - CREATIVE BRANDING
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C R E AT I V E B R A N D I N G
Best Practices for
Real Estate
Industry Marketers
A Blade Creative Branding e-Book
Updated to March 2015
©2015 Blade Creative Branding Inc. 1
TABLE OF CONTENTS Creating Success for Real Estate Marketers.................................................................................. 3 Your Brand is a Community........................................................................................................... 4 What’s Your Role?........................................................................................................................... 5 “How Does This Apply to Real Estate Marketing?”..................................................................... 6 Case Study: Establishing Greenpark’s Currency in the Condo Market........................................ 7 The Right Stuff.............................................................................................................................. 10 Get the Right Stuff Now!............................................................................................................. 14 ©2015 Blade Creative Branding Inc. 2
CREATING SUCCESS FOR
REAL ESTATE MARKETERS
Building low rise and/or high rise brand Aspen Ridge Homes
communities is part of Blade’s foundation as an
Broadway Homes
agency. We’ve been doing it for over 24 years,
CountryWide Homes
working continuously with respected builders
throughout Ontario. We pioneered the move DiCenzo Homes
away from a herd mentality and established Fieldgate Homes
the importance of brand community building
Genstar
in real estate.
Greenpark
Every aspect of your effort – establishing the History Hill Group
location, designing the product, launching the Invar Building Corporation
marketing campaign, selling the units and then
Molinaro Group
delivering and servicing those units – represents
Remington Homes
an opportunity to build your brand’s community.
Rosehaven Homes
In this e-book, we’ll share with you a list of best The Ross Group
practices to enhance your real estate brand. But Royal Pine Homes
first, we’ll introduce you to the basics of brand
Starlane Home Corporation
community marketing, and how this perspective
applies to every industry we’ve worked in. Townwood Homes
©2015 Blade Creative Branding Inc. 3
YOUR BRAND
IS A COMMUNITY
At Blade, we see your brand as a destination your Best of all, seeing your brand as a community provides
customers populate, creating a community. These people clear insight as to where your marketing resources should
are attracted to your be invested. If you know where and how people “live in
brand, and stay with the community,” you know how to reach them.
it, because of the
values they experience
from your brand. It’s all About the Relationship
Your brand’s ability to
A successful brand today owes its creation and growth
consistently deliver on
to a set of core principles:
those values establishes
a dynamic relationship • Y
our brand is a destination, around which
that needs to be nourished and managed. a community will form.
• Your
brand must nurture the connection
Seeing your brand as a community offers you a clear view it creates with the community.
of the important amenities, points of interest, core values • Y
ou don’t own the brand or the community.
and beliefs that attract community members, keep them • You’re
part of a relationship based on
in the fold, and encourage them to enlist others. shared values and fulfilled expectations.
©2015 Blade Creative Branding Inc. 4
WHAT’S
YOUR ROLE?
Because a brand community creates a working partnership, 1 Ensuring you do everything you can to deliver on
your role is to be the diligent guardian of the brand. your brand’s promises. Sounds simple, but it can
That doesn’t entitle you to a lot of arbitrary control – be tough as nails.
mostly because you have a lot of obligations first.
2 Anticipating the expectations of your brand
community – and sometimes gently guiding them.
3 R
egularly exploring new ways to keep the community
Shared buzzing by engaging them with relevant content.
Internal Key External
Internal External
Stakeholders Values Stakeholders
Stakeholders Stakeholders 4 Align your brand and your promises with only those
media or partners that share the same values.
YOUR
BRAND
Shared Shared
Key Key 5 Recognize that your brand community is a living,
Values Values organic thing that can be evacuated at a moment’s
notice if you do something toxic, or just plain dumb.
Influencers
6 Never forget that your internal brand community
(your employees) is the most important group of
people you need to enlist, engage and motivate.
©2015 Blade Creative Branding Inc. 5
“HOW DOES THIS APPLY TO
REAL ESTATE MARKETING?”
Here are just a few key best practices for real estate marketers.
1 Avoid the Herd Mentality 5 E
ncourage Membership
No two developers share the same business model, financial In Your Brand Community
strength, or experience level. Study what the industry is doing Buyers need to feel their investment is the best deal
– but seek out the strategic and creative solutions that work around. From delivery to after sales service, multiple
best for your situation. opportunities exist to engage, encourage referrals,
and reward loyalty. Satisfied home buying families
2 Keep Your Ego In Check
are quite often generational home buying families.
Seeing your competitors launching glitzy promotions may be
enticing. Some developers may have the luxury of executing 6 Embrace Modern Strategies and Tactics
programs that are not focused on a reasonable ROI. Have Building your brand community today is all about
confidence in knowing what works best for you and stick to it. engagement. Whether you are reaching out to
the brokerage community, or building your own
3 Clearly Connect the Brand to a Core Set of Values
lead generation program with investors and/or
What your company stands for must be reflected in every
end user/occupants, consumers seek out and find
project you develop. Don’t be shy about promoting your
relevant content at a time and place of their
commitment to quality, longevity, service, or design flare.
choosing. Traditional print, broadcast and out-of-
Whatever your key values are, keep them present in as many
home media have their place. But your brand must
customer touch points as possible.
also be “findable” via content marketing and social
4 Enliven the Brand Character media platforms, empowered by targeted search
Investing in real estate is serious business. Embracing marketing and pay-per-click advertising. These
contemporary language and imagery is just as vital. Have fun, approaches are measurable and can be optimized
be entertaining – but always be relevant and consistent. almost on the fly. Embrace them!
©2015 Blade Creative Branding Inc. 6
CASE STUDY: ESTABLISHING
GREENPARK’S CURRENCY
IN THE CONDO MARKET
Greenpark, a highly successful and reputable builder known for low-rise and subdivision
master planned communities and neighbourhoods in the 905 area, recognized the evolution
of the real estate market towards intensification and condominium development.
CHALLENGE: Establish Greenpark’s Brand
as a High-Rise Condo Developer
Blade decided to leverage the strengths of the
established Greenpark brand: integrity, quality and
innovation in creating high value yet affordable
residential housing.
Blade understood that Greenpark was not going to
be the biggest condo developer right away. Instead, Greenpark, in Blade’s view, had to be seen
Blade wanted to focus on Greenpark’s commitment to as an emerging leader in the condo market.
delivering a new level of condo development inspired The new positioning line for the brand would
by smarter suite designs, hotel-inspired amenities and have to evolve from “We Build It Better” to
outstanding value for both investors and end-users. something more assertive.
©2015 Blade Creative Branding Inc. 7
CASE STUDY: ESTABLISHING GREENPARK’S CURRENCY IN THE CONDO MARKET
KEY INSIGHT: Leverage the Current Brand Promise
Blade focused on the core deliverables that defined
Greenpark’s approach to condo development and design:
convenient locations, landmark architecture, hotel- BRAND STRATEGY: Broad Reach
inspired amenities, and intelligently designed suites. with Innovative Targeting
Plus, Greenpark only included those amenities residents
would actually use, while avoiding costly amenities that The first task was to develop an integrated brand
look great in brochures but are seldom enjoyed. That communications strategy that combined traditional and new
approach would also keep maintenance fees down. media to reach a diverse and distracted audience. Talking to
investors, brokers and end-users at once demanded that media
The mission was to communicate investments were flexible, that creative was memorable, and
that the same innovation, that the call to action generated metrics that could be used to
attention to detail and value that refine and redeploy the campaign going forward.
Greenpark applied to its low-rise
homes, would also be applied to Blade began with a new web presence for Greenpark including
its high-rise developments. a CMS website, social media content strategy and engagement,
and e-newsletters. We then developed a powerful campaign of
digital and pay-per-
click Google AdWords
advertising supported
by traditional print,
TV, radio and out-of-
home advertising.
©2015 Blade Creative Branding Inc. 8
CASE STUDY: ESTABLISHING GREENPARK’S CURRENCY IN THE CONDO MARKET
At point-of-sale, Blade worked closely with Greenpark’s LAUNCH STRATEGY: More Bounce For The Ounce!
team to create welcoming, contemporary environments.
Instead of the standard kitchen/living room vignette Every condo Blade has launched for Greenpark, whether
many developers offered, Greenpark featured a fully urban or suburban, has enjoyed rapid sell-out success.
furnished, designer-decorated model that potential Blade has accomplished this for significantly less cost than
buyers could walk-through to more fully experience many developers have spent to launch similar projects.
Greenpark’s design and finishes. Our approach has always been to do a better job, not a
needlessly more expensive job.
Throughout every phase of Greenpark’s brand update,
Blade recruited and managed a wide range of suppliers
to provide high quality renderings, displays and “The Blade Team has been, and continues to be,
collateral material. We knew that higher production a trusted partner in our condo development
values create a higher perceived value – and that is business. Their approach is always thoughtful,
what Greenpark needed.
creative and results-oriented. They are a
collaborative and energetic group that offers a
comprehensive range of services that has helped
keep the Greenpark brand relevant, current,
and competitive in the condo marketplace.”
Ted Wine
Executive Director High-Rise Developments
Greenpark Group
©2015 Blade Creative Branding Inc. 9
THE RIGHT STUFF
Allure Condominiums – Midtown Toronto
Blade’s insight on the
1 branding of Allure was
generated from seeing the condo as a highly attractive
neighbourhood enhancement that buyers would perceive
as a worthy investment. Developing an equally attractive
‘face’ for the condo was a key deliverable that helped
establish Allure as intriguing and eminently fashionable –
essential attributes of this boutique condo.
©2015 Blade Creative Branding Inc. 10THE RIGHT STUFF
UV2 Condominiums – Markham Village
Greenpark’s master
2 planned condominium
development in Markham, Ontario had already sold
90% of the south tower and was under construction.
The project was about to move into its second phase
– the North Tower. But with the market changing
and even more competitors entering the local area,
Blade’s key insight was to introduce the north tower
with a more energetic, decidedly urban feel.
BUY WITH ONLY
5% DOWN**
ER
UNDION
NOW CT
STRU
CON
MAIN ELEVATION
One & Two Bedroom
Suites from the $200’s*
UV2, the North Tower of the Upper Village
condominium residence, is the next chapter in a
success story of unprecedented vision that Greenpark
is proud to bring to Markham. Visit our Presentation
Centre in the Upper Village South Tower.
UV2.ca
PRESENTATION CENTRE HOURS: Monday - Thursday: 1pm - 8pm.
Saturday, Sunday & Holidays: 11am - 6pm. Closed Fridays.
Markham Rd. North of 16th Ave. – Upper Village South Tower, Ground Floor
**Terms and Conditions may apply. *Brokers Protected. To qualified purchasers. Limited quantities available in some price ranges.
Prices & information correct at press deadline. See Sales Representative for details. Renderings are artist’s impression. E. & O.E.
©2015 Blade Creative Branding Inc. 11THE RIGHT STUFF
SELF EVIDENT TRUTHS OF AXIOM
AXIOM Condominiums – Downtown Toronto
HOTEL INSPIRED
AMENITIES ACTUALLY
Greenpark’s first downtown DO INSPIRE
3 Toronto development was
situated in a less than glamorous, but certainly up-and-
coming neighbourhood in the east end. Blade’s approach
was to the leverage the awesome array of cool, local area
amenities, including St. Lawrence Market, the Distillery
District and even Leslieville, to make the case for AXIOM
being TRUE downtown living. Taking ownership of a UP TO 2 YEARS
Located at Adelaide East and Ontario Streets, AXIOM features a host of
FREE
elegant amenities including an elegant Porte Cochere, a luxurious 24 Hour
Concierge Lobby, a delightfully landscaped outdoor Party Terrace and a
breathtaking Sky Deck. These are just the sort of amenities that will inspire
broader footprint than just the condo itself, was the right MAINTENANCE*
you to fully enjoy life, without having to try too hard and no maintenance
fees for up to 2 years.* Learn more at axiomcondos.ca
strategy that presented the self-evident advantages of
choosing AXIOM.
The Difference is Self Evident
SUITES FROM THE LOW $200’S
*On selected suites. See sales representative for full details.
Renderings are Artist’s Impression
©2015 Blade Creative Branding Inc. 12THE RIGHT STUFF
Paradigm Condominiums – Burlington
The Molinaro Group has
been instrumental in the
4
evolution of Burlington, from its origins as a charming
town to its current status as a growing and dynamic
city. When they conceived their newest condo, ideally
located steps from the new GO station and minutes in
each direction from the QEW and the waterfront, they
wanted to hire an agency that was the “best of the
best,” according to Molinaro president Vince Molinaro.
They chose Blade.
THE NEW BURLINGTON
OPENS SOON
Burlington’s South of
the QEW
on Fairview
New Standard @ Brant
of Condo Living
from the $200’s.
.
W
The New Burlington is Paradigm. BOOK NO
South of the QEW on Fairview Street
Your
NEW LIFESTYLE at
Paradigm
ENERGIZING
upScale at
Luxuriously
the new Burlington
Filled with Life
Midtown
BOOK NOW!
paradigmcondos.ca
which just keeps getting better.*
Paradigm is the New Burlington
Paradigm is luxurious and inviting.
at Brant, from the $200’s
You are invited to experience it
live and in person.
CONDOS.CA
EXCLUSIVELY FROM
EXCLUSIVELY FROM
PARADIGM
C R E AT I V E B R A N D I N G
BLADE CREATIVE BRANDING INC.
150 Laird Drive, Toronto, ON M4G 3V7
416. 467.4770 | 1.800.392.5233
C R E AT I V E B R A N D I N G bladebranding.com
Date October 7, 2013 Trim Size 7.5”w x 10.5”h
Client Molinaro Group Bleed Size 0.25”
Docket Number PD-1897 Live Area
Publication Condo Guide Colour CMYK
Insertion Date Sept 28th, Oct 12th, Oct 26th, Nov 9th, Nov 23rd
File Format InDesign / PDF Notes
APPROVAL: PLEASE INITIAL
REQUEST A
Art Director WITH CHANGES WITH CHANGES WITH CHANGES REVISED PROOF
This proof may be privileged and/or confidential, and Blade Creative Branding Inc. does not waive any related rights and obligations. Any distribution, use or copying of this proof or the information it contains by
other than an intended recipient is unauthorized. If you received this proof in error, please advise Blade Creative Branding Inc. (by return e-mail, fax or otherwise) immediately. Thank you.
©2015 Blade Creative Branding Inc.
New Home & Condo Guide 7.5”w x 10.5”h
Oct 12th, Oct 26th, Nov 9th, Nov 23rd
13GET THE RIGHT
STUFF NOW!
T: 416.467.4770 | Toll Free: 1.800.392.5233
nmcgovern@bladebranding.com
bladecreativebranding.com
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