(RE) POSITIONING

"I want to live in that building because I believe in their brand", said no one ever. We're changing that. 

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First, we want to understand  our client's vision. What is the true driving force behind it? What do they want to achieve, besides making a profit? Who do they want to attract?

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We start by evaluating who would be the best target demographic based on the  project specific location and underwritten proforma. That allows us to create a unique story around a project and give it an irreplaceable identity that prospects can relate to in a deeper, more meaningful way.

Our goal is to create an alignment of values between the project and an ideal prospect that will further trickle down on every aspect of the project, from amenities and unit features, to lifestyle conveniences. By establishing that connection, we  accomplish something much bigger than brand identity- we inspire loyalty. 

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AMENITY

STRATEGY

Amenity game is not what it used to be. A time where having a "business center" and a fitness room was enough to sway prospects your way is long gone, especially in today's oversupplied multi-family market. But is the key in simply having more amenities?

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We don't think so. We believe in amenities with a purpose. We look at the nuances of each demographic. Once the target audience is defined, we dig deep to understand their behavior, habits and decision drivers. Things that are important to a baby boomer likely won't mean much to a millennial.

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We identify and conceptually design unique amenities that are a direct reflection of the prospects' lifestyle and identity.  At that point, each amenity stops being just another thing on the long list of cool features. It becomes a direct sales driver. 

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INTERIOR

PROGRAMMING

Choosing a home is an emotional decision, not a rational one. Especially when we're talking about hefty-price-tag residences.

Simply checking all of the boxes on one's wishlist is not necessarily a safe path to closing the deal. "That place makes more sense and has everything I want, but for some reason, this one just feels right", we've all heard or said that at one point. 

So how do you make a space "feel right"?

It is a combination of art and science. Literally. We analyze all available data on the latest market trends, age group preferences and competition in the sub-market. That gives us a list of "must have" features for your target demographic. Then, we get creative. We find "differentiating factors" that give you a niche, allowing you to not just stay in the game, but win it.

COMMUNITY BUY-IN

Community impact is like rowing. If we all do it in the same direction, we move that much faster and smoother towards the desired goal. 

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We work on behalf of our clients with neighborhood associations and municipalities to identify and emphasize the positive impacts of the project on the community and the other way around, without affecting the bottom line. 

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By creating thoughtful presentations that address the things of mutual interest and communicating how the community and the project can benefit from each other in the most meaningful way, we not only expedite the approval process but inspire genuine support for the project from the very inception to full occupancy, from both the community and local officials.

ANCILLARY REVENUE

With the spike in technologies and amenities-as-a-service, there are countless opportunities to create sources of ancillary income. 

The art is to do it in a manner that doesn't alienate your prospects and future tenants. After all, nothing irritates people more than hidden fees and up-charges. 

We help you find that fine line. Whether it is a student property, office building or an apartment community, we identify the additional perks that are closely aligned with the profile of your tenants and  enhance their particular lifestyle. Whether it's an app-concierge, dog-walking services, resident barista or a free shuttle around downtown, once you offer a service that's desirable and unique, no one has to be tricked into paying for it - they are happy to!