MARKETING
VISION is perhaps the most obvious sense to target , as visuals are often the first thing that people notice when they enter a space . A visually appealing property can make a great first impression on prospects and residents alike .
To make the most of this sense , you should focus on creating a cohesive visual aesthetic throughout your property . This can include color schemes , artwork , and signage that reflect your brand and create a welcoming atmosphere . Consider investing in professional photography and virtual tours to showcase your property in the best possible light .
HEARING is another sense that can have a significant impact on consumer behavior . Music can evoke emotions and set the tone for an experience . Think about the kind of atmosphere you want to create for your residents and choose music accordingly . Soft , mellow tunes can create a relaxing ambiance , while upbeat music can encourage a lively atmosphere
Consider incorporating soundscapes into your marketing strategy as well . These can include audio recordings of the sounds of nature , such as birds chirping or waves crashing , which can create a calming effect and enhance the overall experience . Build on the brand of the property and have fun with music .
SMELL is closely linked to our emotions and memories . Pleasant scents can create a positive association with your property and make it more memorable to your prospects and residents .
Consider using scent diffusers throughout your property , particularly in communal areas such as the lobby , hallways , model , or lounge . Choose scents that are subtle and pleasing to a wide range of people , such as lavender or citrus . You can also consider incorporating scent into your marketing materials , such as using scented postcards to promote resident events .
TASTE may not be an obvious sense to target in a multi-sensory marketing strategy , but it can be a powerful tool in creating a memorable experience . Offering food and drink at resident events can create a sense of community and encourage social interaction among residents
Consider partnering with local vendors or catering companies to offer unique and memorable food options . You can also consider hosting tasting events or offering samples of local cuisine to give prospects a taste of the local culture or a culture from afar .
TOUCH can be an effective way to create a memorable experience . This can include everything from the texture of fabrics to the temperature of a room . Incorporate tactile elements into your property design , such as soft furnishings and textured walls . You can also consider offering touch-based experiences , such as massage chairs or tactile art installations .
Erica Sanchez is the Regional Manager at Avenue5 Residential www . aamdhq . org MAY 2023 TRENDS | 29