Rebranding, if done right, is an huge task and should not be taken lightly. Aesthetic changes, like a new font for your logo, are just the tip of the iceberg.
For a rundown of the things apartment companies should consider when rebranding a property, as well as details that often slip through the cracks, check out these highlights from our latest #AptChat. (Click on the links to jump straight to a specific question.)
- What are the most important things to keep in mind when rebranding a property?
- Are you seeing more companies trying to rebrand properties now, due to increased focus on online reputation?
- What are some details that always tend to get overlooked during a rebrand? What always seem to get missed or forgotten?
- When rebranding a property, how much should the brand of the owner or the management co. be considered?
- What did we miss? What questions do *you* have about rebranding a property? Any last-minute tips for us?
What are the most important things to keep in mind when rebranding a property?
A1: Why exactly you’re doing it. If the rep was so bad you HAD to rebrand, you’d better rebrand your service as well. #aptchat
— Heather Blume (@artchickhb) August 16, 2016
@AptChat substandard service for so long that your name becomes synonymous with “ghetto living.” #aptchat
— Heather Blume (@artchickhb) August 16, 2016
@AptChat but also things like massive property tragedies (shootings, murders, tragic fires, etc) where PR was improperly leveraged #aptchat
— Heather Blume (@artchickhb) August 16, 2016
@AptChat @artchickhb Reputation and Re-branding don’t always go hand-in-hand. At times you can improve reputation w/out a re-brand #AptChat
— Kristi Fickert (@Marketing_Mommy) August 16, 2016
@Marketing_Mommy @AptChat @artchickhb They rarely do. Re-branding is public. People WILL remember. Burying the past is a bad approach to ORM
— Respage (@Respage) August 16, 2016
@AptChat also, a trendy font today does not mean it will b 2morrow. If ur still using Papyrus, u look like a 90s food menu #aptchat
— Heather Blume (@artchickhb) August 16, 2016
@artchickhb @AptChat The brand still has to fit the physical attributes. I’ve seen old sites re-brand like they’re a new high-rise #AptChat
— Kristi Fickert (@Marketing_Mommy) August 16, 2016
@AptChat A1: Targeted demographic, branding of competitors, neighborhood culture. And “why” you’re rebranding. Don’t do it for fun. #AptChat
— Kristi Fickert (@Marketing_Mommy) August 16, 2016
@Marketing_Mommy @AptChat “for fun” guys let’s spend tens of thousands of dollars on a rebrand… I’m bored with this place. #aptchat. ..no.
— Heather Blume (@artchickhb) August 16, 2016
@artchickhb @AptChat But I see people recommending a re-brand w/out knowing costs and time commitment. Its not a quick fix #AptChat
— Kristi Fickert (@Marketing_Mommy) August 16, 2016
@Marketing_Mommy @AptChat not at all and the time.and effort needed massive. Even w/ the cashflow, it’s people hours that cost #aptchat
— Heather Blume (@artchickhb) August 16, 2016
@artchickhb @Marketing_Mommy We definitely see it, though… “I’m tired of looking at the same old thing, time for a ‘refresh.'” #AptChat
— 30 Lines (@30lines) August 16, 2016
@30lines @Marketing_Mommy the question is though, why was the brand in need of a refresh?Was it the visuals, the service, the asset #aptchat
— Heather Blume (@artchickhb) August 16, 2016
A1 does the on site staff understand the purpose of the rebrand? Marketing is great, but they’re the Frontline messengers #aptchat
— Heather Blume (@artchickhb) August 16, 2016
@artchickhb Great point! Branding is more than changing colors/logos – attitude, services, the way you do biz. #AptChat
— Kristi Fickert (@Marketing_Mommy) August 16, 2016
@AptChat A1: Realistic expectations on new rent rates after a rebrand investment. #aptchat
— Stephanie Oehler (@StephanieOehler) August 16, 2016
Are you seeing more companies trying to rebrand properties now, due to increased focus on online reputation?
@AptChat nonstop. It’s like they think they can outrun Google. It’s reputation management thru hide& seek, & that’s not effective #aptchat
— Heather Blume (@artchickhb) August 16, 2016
@artchickhb Also effectively helps them not show up in searches when new prospects are searching for an apartment… #AptChat
— 30 Lines (@30lines) August 16, 2016
@30lines another thing rebrand can mess up if improperly executed: the SEO trail you’ve already worked to build. #aptchat
— Heather Blume (@artchickhb) August 16, 2016
@artchickhb Side note: We see this a lot when switching mgmt cos or PM sys, too. Can’t let the old links break in transition #AptChat
— 30 Lines (@30lines) August 16, 2016
@AptChat Some of today’s re-brands are just a product of a hot real estate market. Older props being bought & upgraded & re-branded #AptChat
— Kristi Fickert (@Marketing_Mommy) August 16, 2016
@Marketing_Mommy I’m all for refreshing/updating -Just don’t halfass it. If it’s worth doing, it’s worth using your whole ass #aptchat
— Heather Blume (@artchickhb) August 16, 2016
What are some details that always tend to get overlooked during a rebrand? What always seem to get missed or forgotten?
@AptChat the little things such as small signage (rooms, directional signs), new landscaping, and other curb appeal
— Corcoran Management (@CorcoranMgmt) August 16, 2016
@AptChat sometimes something simple as getting new graphics to the Leasing office gets forgotten. They need jpg, png, & transp png #aptchat
— Heather Blume (@artchickhb) August 16, 2016
A3: SEO RELATED – .301 redirects. If the linked content is still valid, KEEP THE LINKS! Don’t restart SEO b/c of a domain change.#Aptchat
— Respage (@Respage) August 16, 2016
When rebranding a property, how much should the brand of the owner or the management co. be considered?
if you’re running a central leasing system set up then voice has to keep consistent across the brand. #aptchat
— Heather Blume (@artchickhb) August 16, 2016
@AptChat Anticipate objections ahead of time & train the team. Residents will ask if rent is going to go up due to re-brand. #AptChat
— Kristi Fickert (@Marketing_Mommy) August 16, 2016
@AptChat be transparent big time – we say “Rebrand,” residents hear “rent hike” #aptchat
— Heather Blume (@artchickhb) August 16, 2016
@AptChat Resident open house, kick off party. & Involve them (contest for best pics they take, poll to pick brochure pic, et al). #aptchat
— Stephanie Oehler (@StephanieOehler) August 16, 2016
What did we miss? What questions do *you* have about rebranding a property? Any last-minute tips for us?
before u even begin to start, get REAL honest & quality feedback from residents. We sometimes skip this step – such a waste #aptchat
— Heather Blume (@artchickhb) August 16, 2016
Our next #AptChat is slated for Tuesday, August 23, 2016 at 12 pm Eastern, and we’ll be discussing how to market your apartments to pet owners. In the meantime, be sure to sign up for #AptChat updates to get these recaps and more delivered straight to your inbox!
