Intentional multifamily branding creates a personality that resonates
Multifamily branding requires an artist’s touch as well as a strategic approach. The right logo and tagline set the stage, but a multifamily brand should really become a distinctive personality that welcomes people at every turn.
Lay out the welcome mat
Remember the tagline “We’ll leave the light on for you”? Do you remember the brand? That’s right, Motel 6. You might remember the smooth voice of Tom Bodett, the actor who never appeared on-screen. He sounded like your favorite uncle who would show up when you needed help with a flat or ran out of gas.
The idea of leaving the light on – just in case you need anything – resonated so deeply with people that the tagline persists in Motel 6 branding and marketing today. You can see it in the video title on this recent ad for the My6 Motel6 app.
The brand has moved into the 21st century, but the feeling remains the same. As a budget motel brand, Motel 6 never tried to compete on amenities, but it won in terms of reliability, familiarity and “clean, comfortable rooms.”
Simple nods to people’s basic human needs for safety, comfort and belonging work equally well for luxury brands and moderate-priced brands. Why? These needs never go away.
For multifamily brands, finding ways to make prospective renters and residents feel welcome can set the stage not only for brand awareness, but brand familiarity and loyalty.
But we’re not in hospitality
Right. You’re not Motel 6. You don’t need a flashing sign visible from the highway, and you don’t need to manage surly customer complaints on review platforms quite as often (but please don’t ignore your online reviews).
While you might not see your brand as providing hospitality, you can take cues from leaders in that industry who do “belonging” well.
Think about other hospitality leaders higher up the amenity market. The Four Seasons and Ritz-Carlton brands are well-known leaders in excelling at guest service and personalization. The Swiss Hotel Management School highlights the Ritz guest experience:
“The Ritz-Carlton takes this to another level with its Mystique system, a database that tracks guest preferences across properties. If you once requested extra pillows in New York, you’ll find them waiting in your London suite. Love chamomile tea? Housekeeping will leave some by your bed without you asking.”
Ok, so that level of tracking and personalization might not mesh well for all multifamily brands, but it’s a great reminder of how to make someone feel cared for and welcome with simple, thoughtful touches. If someone left us our favorite coffee and some streaming grunge music, we would feel so very at home.
So, activate your team. Your people know your residents best and have likely observed some preferences among the people who live in your community. Find ways to leverage those relationships and that knowledge to elevate your resident experience.
How this idea translates to brand strategy and marketing tactics
That sense of welcome and belonging should permeate your resident service the way the scent of pumpkin spice wafts through Starbucks in October. However, you need to find ways to convey it in every aspect of your branding and marketing as well.
Since we don’t yet have access to smell-a-vision, you need to rely on thoughtful imagery, well-crafted written messages, signage, packaging and more. Pretty much anything your prospective renters or existing residents see, read, hear or touch related to your brand should convey your brand personality – and a strong message of “welcome home.”
Here are some guiding principles to use as you apply this idea to your branding and marketing touchpoints:
Emotion-driven visual storytelling
- Develop a marketing campaign that showcases real resident stories
- Use photography and video that capture authentic moments of community connection
- Create visual narratives that highlight the emotional journey of finding a home, not just a living space
Personalized communication approach
- Implement segmented marketing that speaks directly to different renter personas
- Develop targeted content that addresses specific lifestyle needs (young professionals, remote workers, families, retired travelers, etc.)
- Use warm, conversational language that feels like a personal invitation rather than a sales pitch
Community impact storytelling
- Highlight the property’s commitment to local community and social responsibility
- Showcase how residents can be part of a larger, meaningful community ecosystem
- Create marketing materials that demonstrate the property’s values and social connections
Sensory marketing experience
- Design marketing materials that evoke a sense of comfort through:
- warm color palettes
- soft, inviting imagery
- textures and visual elements that suggest comfort and home
- Create virtual and in-person experiences that engage multiple senses
Transparent and supportive communication
- Develop marketing content that addresses potential renter anxieties
- Create comprehensive guides that make the rental process feel supportive and stress-free
- Use clear, empathetic language that demonstrates understanding of renter challenges
Cultural connection and celebration
- Design marketing that celebrates cultural diversity
- Create content that shows how the community supports and welcomes different backgrounds
- Highlight inclusive amenities and community spaces that bring people together
Wellness-focused marketing
- Position the property as a holistic living environment that supports resident well-being
- Showcase amenities and community features that promote mental and physical health
- Create marketing materials that emphasize comfort, safety and personal growth
All of these approaches require understanding your residents and the potential renters who will be most aligned with the lifestyle your property offers. Begin with an overall brand vision and a customer journey map. Then seek feedback from your existing residents to begin building a greater sense of “welcome home” into the touchpoints that matter most to them.
We thrive on working with multifamily property managers to create compelling brand personalities and authentic, human-driven marketing strategies. Reach out today to learn more about how our collaborative approach to multifamily marketing and branding can work for you.
