So you’ve finally made the decision to re-brand your property, but you’re not sure where to start. Re-branding an entire community should not be taken lightly in the least. But, when done correctly, it can inject a renewed life and energy into an apartment community while creating new opportunities for both you and your residents.
Start with a plan.
Determine what the objective of your rebranding efforts is. Are you trying to create consistency? Stand out from other properties? Be known for something unique? Next, determine what you want your new brand identity to be. Make sure you incorporate the visual elements like name, logo, color scheme, etc. You’ll also want to include in your plan all of the tactics you will use to launch your new brand, as implementation is key. Will you redesign your website? Blast the new changes on your social media accounts? And don’t forget, digital and online elements are just as important as the physical. But, most importantly, what will your budget be? All of this information should be included in your rebranding plan.
Choose your renovations wisely.
Making external renovations not only attracts new renters, but increases the overall value of your property, which in turn allows you to increase the rent in the long run. But, when deciding on which major renovations to partake in, it’s important that you choose those that will make the highest impact on your community. And, of course, always ensure that they tie back into your rebranding plan and goals. If your goal is to be recognized for your beautiful modernization, then it may benefit you more to focus on internal improvements like replacing old appliances with energy-efficient ones, updating countertops, and incorporating stainless steel fixtures. Whichever renovations you choose, it’s important to ensure that you remain within your defined budget and you receive the biggest overall bang for your buck.
Re-brand from the inside too.
Re-branding a community isn’t just about polishing the exterior of your building or adding digital features, you have to re-brand from within too. This means ensuring that all of your staff are onboard with the new changes and are clear as to what new perceptions, feelings, and image you now want to elicit from your residents and prospects. If you’re changing policies as well, make sure each of your staff members are educated on these new changes and remain firm when they try to challenge them with the “but it’s always been that way” excuse. It’s important that your internal staff are just as excited as you are about your re-branding in order for it to be completely successful. One hundred percent buy-in is essential, as your frontline staff are undoubtedly your most important ambassadors.
Rentbot can help.
One of the first things you should consider upgrading when rebranding is your website. This is likely the first opportunity your prospective residents will have to experience your new community firsthand. Rentbot understands the hassle of rebranding and takes all of the legwork out of remodeling your new site. After a simple and quick consultation, Rentbot will set you up with a brand new, mobile optimized, responsive website equipped with beautiful HD photos of your new property. As an added bonus, you’ll also get free online maintenance, rent payment and real time unit availability.
Start off your re-branding efforts with a bang. Choose Rentbot for your new apartment website and rack in more leases and better leads in no time—we guarantee it.
About the Author
Jonsette Calloway joined the Rentbot team in 2015. With a background in public relations, advertising and copywriting, she has helped a multitude of clients achieve their marketing and communications goals within various fields, but she particularly enjoys working with the apartment industry.