INDUSTRY FOCUS
. . .
According to an article written by Ravi Kaneriya
for the World Economic Forum, studies show
that the key to happiness lies in having rich
social bonds and meaningful relationships. And
being part of a community is a powerful way
to build those relationships in a faster, more
scalable way.
Fundamentals of
COMMUNICATION
T
he built environment is so much more
UNDERSTANDING THE BRAND’S
of target market engagement is a powerful
than just bricks and mortar. It’s the ESSENCE foundation for the society we live in, A of place for your community. While the old adage
the background for the magic that distinction – it helps set it apart from similar of ‘location, location, location’ rings true for
happens when people come together properties, and holds out to the residents property, it also applies to the world of brand
in a community. the promise of superior property values communication.
and investment potential. A credible brand, you’re speaking to, but what you’re saying −
In the competitive landscape of community combined with a successful communication taking timing into consideration and the all-
living best strategy, is essential for maintaining a strong important where and how − lies at the heart of
practice and brand perception is an essential and lasting presence, attracting investors who successful estate brand communication.
component of any estate. Looking at the will be quick to purchase, encouraging third- national growth of the estate environment party suppliers to offer their best services, STRATEGIC DRIVERS
and mixed-use enabling high staff performance, and retaining You
developments, you’ll fully appreciate how satisfied residents. The brand’s essence is the sound plan that takes into consideration the
challenging it’s become to differentiate your heart of the community, and that which has pace at which the world and communications
offering, drive your value proposition and its residents invested in the all-encompassing technology are evolving. The plan needs to
create brand equity that will last long after lifestyle and ROI it has to offer. be holistic or you risk getting lost in the mix,
environments,
regular
communication
launch
of
new
the developer has exited.
conduit through which to create a sense of
development’s
brand
is
its
mark
CREATIVE ARTICULATION
need
an
Knowing
informed
not
and
only
whom
strategically
and your loss of traction in the market is
significantly amplified with dire results such as
The traditional structure of estate agents Having defined what your brand stands a decrease in property value or depreciation
focusing on all-important sales momentum for, and what you want to achieve, the next of community sentiment.
fails to promote the value of the development, step is to create an authentic identity that enhance the brand, and build community speaks to these principles, and powerfully A cohesive marketing strategy takes into
sentiment. So the HOA has to apply the communicates the brand message. Aligning account who your audience is (both internal
fundamentals both a creative interpretation of your development and external), the context of engagement,
internally and externally. But, as they are to the brand DNA translates into a synergistic what you’re trying to say, and when and
inundated with the daily management of the expression of your product, backed with how you’re going to deliver your message.
estate, it may be best to bring in a professional the clarity of on-point messaging framed in Working collaboratively with industry experts,
to do so. appropriate extensions that speak to the such as Estate Living, forms a key anchor for
brand and product at every level. This depth your communication strategy. In this manner,
of
communication,
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INDUSTRY JOURNAL