When Should I Start The Branding For a New Development?


For today’s marketing tip, I’m answering a question we often get asked: When should I start the branding for a new development?

While there are several factors to take into account, the simple answer is 12 months out.

To start, the most important thing that needs to be considered is the asset name. What is the new community going to be called? This can take up to two months to finalize.

While searching for the “Right Name,” it’s super important that you’re also searching for the right domain name that matches or compliments it.

Once the community name has been established, you can start getting the brand strategy including the property logo together. I would factor in two months to get this finalized.

With both the name and logo now finished, we’re already four months into that 12-month window.  The remaining eight months should be used for marketing the property.

Here’s a quick breakdown of some of the more important items you’ll want to be doing over these eight months:

  • Get a landing page up, so you can begin building an email list of interested prospects.
  • Get signage around the development pointing people to your landing page URL for more info.
  • Begin email marketing campaigns to keep your new development top of mind with interested prospects.
  • Create professional renderings, floor plans, and virtual tours to add to your landing page and full website.
  • Claim social listings including Google My Business.
  • Begin digital marketing campaigns— Google, Facebook, ILS.
  • Create leasing material and collateral.
  • Begin working on a full-featured website.

While I’m just scratching the surface here on what’s involved in marketing a new construction lease-up, here’s a handy checklist of the majority of things you should be thinking about.

Giving yourself at least a 12-month window will ensure you have enough time to get everything completed for making the lease-up a successful one.

Written by Josh Grillo

Josh Grillo is a #1 Best Selling Author, Speaker and Co-Founder of Resident360.

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