1. Brand Guidelines Workshop

Objective: Educate the team on the brand's visual identity, voice, and core values.
Activities: Conduct an interactive workshop that covers all aspects of the brand guidelines, including color schemes, typography, imagery, and messaging tone. Use real-world examples to show how these guidelines are applied across different marketing materials.

2. Storytelling Sessions

Objective: Share the vision, mission, and development journey of the property.
Activities: Organize storytelling sessions where key members of the development team (e.g., developers, architects, interior designers) share insights on the design choices, challenges overcome, and the community vision. Encourage questions to foster a deeper understanding and connection.

3. Comprehensive Brand Book

Objective: Provide a reference tool that encapsulates all brand-related information.
Content: Include the property’s history, mission, target demographic, design philosophy, unique selling points, brand voice, visual guidelines, and FAQs. This book serves as a go-to resource for the leasing team.

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4. Role-playing and Scenarios

Objective: Practice real-life scenarios to apply brand messaging in sales conversations.
Activities: Use role-playing exercises to simulate interactions with potential residents, focusing on how to communicate the property’s story and values. Offer feedback and discuss different approaches to common questions or objections.

5. Digital Asset Library

Objective: Ensure easy access to brand-compliant marketing materials.
Implementation: Create a digital library of marketing and promotional materials, including brochures, email templates, social media posts, and photography. Ensure the team knows how to access and utilize these resources effectively.

6. Regular Updates and Q&A Sessions

Objective: Keep the team informed about developments and address any questions.
Implementation: Schedule regular meetings for project updates, sharing success stories, and addressing questions. This keeps the team informed and aligned with the brand’s evolving story.

7. Create Brand Ambassadors

Objective: Empower the leasing team to be brand ambassadors.
Strategy: Highlight the importance of their role in bringing the brand to life for potential residents. Encourage them to embody the brand values in every interaction and provide exceptional experiences that reflect the property’s ethos.

8. Feedback Mechanism

Objective: Gather feedback to refine brand communication strategies.
Implementation: Establish a feedback loop where the leasing team can share insights from potential residents and suggest improvements to marketing messages, materials, and strategies.

NAVIGATING MULTIPLE MULTIFAMILY LEASE-UPS

Kindle Baumgarten, a regional marketing coordinator for Drucker + Falk, shares actionable strategies for bridging developers and operations teams and pro-level insights into the intricate process of managing multiple lease up projects simultaneously. Be sure to tune in to hear The Importance of Storytelling in Multifamily Marketing at [12:01].

Lease Up: Bringing Your Brand Book to Life with Your Lease Up Team