MARKETING
MARKETING
VIPAN SETH | FASTSIGNS
A Signage Strategy is Critical to Branding Your Community
Developing a successful marketing strategy for your community has a variety of components . While an online presence is important to attract prospects to the property , how you present the community once they arrive is just as important , if not more so .
MODERN RENTERS
The rental market has changed over the past decade . Today ’ s renters have higher expectations for their home than was required in the past . Your property must appeal to these prospects to compete for their business . While an online presence is important , often these renters notice communities which are close to where they work and play . A signage strategy is a great way to attract their attention .
ATTRACT ATTENTION
A signage marketing strategy is more than simply waving colorful flags on weekends . In this competitive rental market , prospective renters need a compelling reason to walk into the leasing office and the way you utilize signage will attract and keep the attention of these prospects better than your online presence can .
A well-coordinated signage strategy tells prospective tenants that they are working with a well-managed community . Uniform design and message project your professionalism and increases the appeal of the community . From the moment they enter your property , future residents should see a single focus message . Remember , these potential renters are actually on your property , now you need to give them a compelling reason to explore further . For example :
• Promote availability or leasing specials
• Direct prospects to leasing office with intuitive way-finding signs
• Identify property amenities and special features
COHESIVE BRANDING WITH CUSTOM SIGNAGE
The most effective marketing always includes a cohesive message . Your community should be easily recognized through its brand : online , print , social media and more in your signage . A prospective renter who notices a rental unit online should be able to easily recognize the community when they drive by in person . While out of the box signage can provide a cost- effective way of doing so , custom signage use strong design elements such as graphics and colors to make an impact where pre-printed materials don ’ t . One sign or banner is not enough , but instead , utilize a variety of branded signs throughout your community :
• Banners – Use banners to draw attention to lease specials , property upgrades , open houses and other special events .
• Static Outdoor Signs – Ensure the property is noticed by the local community at large . Use static signs to give information about amenities and floor plans as well as directions to the leasing office .
• Visual Communications – Make the best use of your attention-grabbers by branding your signs effectively .
Signs are not just to build awareness of the community and attract new residents . You have many locations within the apartment or multi-family property which need signage . Offer residents an easy way to understand policies and rules , direct traffic and limit parking and showcase special events and activities throughout the community . Taking it a step further and ordering custom signage to replace pre-printed signs for occupancy limits , pool rules or ADA compliance can be more effective in presenting your unique information and give residents the peaceof-mind that comes from living in a professionally managed property .
Vipan Seth is Founder and Owner of Fastsigns of Denver Downtown , specializing in graphic design , custom signage as well as comprehensive digital marketing ( SEO , SEM , social media , paid media , blogging , video & content marketing , websites , mobile and branding ). www . aamdhq . org MAY 2018 TRENDS | 53