Real estate branding- So how do we brand real estate?

One of the most challenging markets in the country is the real estate market, thus real estate branding today does not just amount to a name and logo for the company that manages the project, but the branding of the project itself.

After countless housing protests, financial problems, and the high cost of living – how do you get an ordinary person to buy an apartment? Or how do you get affluent people to buy this luxury apartment? Sometimes the grandiose promises of drawings and simulations are not enough; sometimes the way to get there goes through good branding for the project.

most challenging markets in the country is the real estate market, thus real estate branding today does not just amount to a name and logo for the company that manages the project, but the branding of the project itself.

After countless housing protests, financial problems, and the high cost of living – how do you get an ordinary person to buy an apartment? Or how do you get affluent people to buy this luxury apartment? Sometimes the grandiose promises of drawings and simulations are not enough; sometimes the way to get there goes through good branding for the project.

The real estate market is very competitive. Demand is growing and with it supply. Real estate companies are competing in the same area, each with its own ambitious project. A new building, a conservation building or a building compound, and they all have something to offer.

So what do we do? Stand out. One way to stand out is through branding.

In the first stage of branding we will understand what the strengths are compared to the competing projects around us. What sets the project apart? What makes it special? What does it offer buyers that the rest of the buildings in the area are incapable of? Is it a green, sustainable building? Prestigious? A boutique building? For families? Prime-location? All of the above? (Well, good luck with that)

The next step is to define the target audience segments. Who are they? You do not appeal the same way to a high-tech guy in his 30s who is looking for a fully equipped, top-rate apartment in Tel Aviv as you appeal to an older couple whose children have left the nest and are just looking for peace and quiet in a new, cozy apartment that will replace their now emptied too-big villa.

Obviously, the strengths of the project and its uniqueness go hand in hand with the target audience, and to that end the entire branding is geared.

After we’ve cracked and developed the brief, comes (as with any branding process), the interesting part. How to apply it? How do you convey the experience to the potential customer in one brochure?

There is much work involved far beyond the logo and brochure. We will start from the project name and the slogan that accompanies it, through an image/ marketing brochure, branding of sales plans, a designated website and also devise an unforgettable package that will leave its mark on the customer.

Soon after we will brand additional marketing elements – press ads, internet banners, door hangers if needed and billboards that will assure the customer that this is the project he has always dreamed of.

The real estate company must lure and engage customers from every possible direction, and the branding studio must make sure that they are indeed captured as potential buyers.

Throughout the entire process, the design should capture the eye, and convey to the customer the right sensations. Even before he opens the brochure and reviews the specifications.  If the branding focuses on ‘family’ we will convey warmth and a sense of security. The brochure’s logo and copywriting will also be agreeable, amiable to the customers, evoking a warm, cozy sense of home.

If the leading aspect of the project is ‘luxury’, our appeal will aim accordingly, as well as the design and verbal language. The sample colors could be royal blue, black, gold or even white. The aspect of luxury and refinement will also be reflected in the images and simulations of the project, the selected font and even the type of paper of the printed brochure.

A ‘luxury experience’ can be demonstrated in the branding we did for the “Nahalat Binyamin 6” project, a real estate project in Tel Aviv. New building built from scratch with conservation motifs and located in one of the oldest, central districts in Tel Aviv, imbued in the historic atmosphere of the old and new city life.

This project is targeted at a Tel Aviv audience of high socioeconomic status and lifestyle, who can afford a luxurious apartment in the best location in the city. In the branding we highlighted the play between the “old and the new”, like the character of the building itself: the brochure – contains glossy pages alongside tree-free pages, the fonts are large with trendy yellow color, alongside serif typeface where there is a longer stroke of the letter) in dark green. We chose to display the logo as an example of the Tel Aviv conservation number stamp, which can also indicate the quality of the building.

Branding with values ​​of ‘family and community’ can be demonstrated in the Tama 38 (National Outline Plan) project ‘Lev Alon’ that we branded, located in the Alon neighborhood in Ramat Hasharon. A good and central neighborhood, where the residents feel that they are “coming home”, like the branding of Ramat Hasharon itself.

And this is the direction we chose to take – first the name, which symbolizes the center of the neighborhood, along with the organ responsible for our emotions – the heart, and the slogan “feeling at home”, reminiscent of “coming home” slogan of Ramat Hasharon.

The design was chosen accordingly, the logo reminiscent of a heart and branding appealing to the audience at eye level, yet emphasizing the quality of construction and elegant specifications. It gives you a homey feeling, a place where you would like to live.

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