Rebranding an Asset: What You Need to Consider

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

@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

@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

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

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