Is brand experience the future of marketing? We think so.
Consumers today value authenticity and meaningful engagement above all else. They are inundated with choices every day, from restaurants and coffee shops to car brands and technology providers — and yes, apartment communities, too.
With so many options, it’s crucial your property stands out from the competition. Create a resident experience that will draw your audience to your brand and inspire them to become part of the culture for the long haul.
Residents expect to have meaningful, shared experiences with their apartment complex. They desire convenience, efficiency, and sense of community, which all begins with building a solid foundation of consumer trust within your brand.
Consumers are more willing to purchase products, including signing a lease, if they believe they will have a positive experience. In fact, many consumers are willing to pay more for brand experience.
What Is Brand Experience?
At Criterion.B, we define brand experience as a sensory experience between a customer and brand that fosters a meaningful, valuable, and lasting relationship.
In today’s evolving digital world, consumers make decisions faster than ever. They want instant gratification for impulsive decisions, and they expect brands to provide what they are looking for when they need it.
Consumers are frequently turning to mobile devices for the answers, searching Google for products, and gathering recommendations from social media. With all of this in mind, businesses must ask the question: “Is our brand seizing the moment?”
For instance, in multifamily housing, it is important to understand your audience’s lifestyle and interests. This includes how they like to communicate, what they do in their free time, and what amenities interest them the most. How does can this knowledge translate into your online presence?
A company must know their mission and the experience that their brand is committed to giving residents onsite. It is essential to then communicate that brand message clearly through the right channels at the right time. It is also important to be active in all stages of the mobile journey. This can start with local search results, your online reviews, mobile website, social media, and video.
Building a Meaningful Brand Experience
The components of a multifamily brand identity consist of the name, logo, tagline, color palette, typeface, and all forms of messaging. These components are created for the business to reflect the value it is trying to bring to the market.
But there is way more to a brand than just a pretty logo or well-designed website.
Take Apple, for example, which has consistently ranked No. 1 in the annual Loyalty Leaders List under the tablets, smartphones, and computers categories.
Apple’s clean and elegant logo, paired with the luxurious experience its products symbolize, has garnered fiercely loyal customers. A majority of Apple customers replace their iPhone or MacBook products with an upgraded version because they cannot imagine switching to a different brand.
It’s Time to Take Action
So, how can multifamily properties evoke the same kind of consumer loyalty in their residents?
In short: Actions speak louder than words. It’s crucial for your apartment community to be mindful of your brand and messaging to ensure your core values are reflected in everything you do.
Consumer engagement can go a long way in building a meaningful brand experience. And this engagement is not only expected in person but via social media as well. Most residents take to social media for quick inquiries about your property, as well as to dig into complaints. With prompt action, your property can easily turn customer complaints into customer satisfaction.
In order to successfully communicate, multifamily marketers need to get to know their target audience inside and out. This will enable them to tailor their marketing efforts to show residents that they truly understand them; this will inspire and motivate loyalty.
At Criterion.B, we work with each of our clients to intimately understand their brand so that we can learn what they want before they even know what they want. We approach every project, large and small, with a can-do attitude and a fresh perspective. Most importantly, we instill our core values into everything we do, to ensure an end-to-end brand experience.
Social Media Guide
Social media is key to attracting new residents and engaging with current ones, but each platform is unique. Download our guide to learn more about the dynamics of social media and how to market posts to your residents.