Key steps for positioning your multifamily property
As you consider your branding and marketing plans for the new year, consider the bigger picture. Positioning your multifamily property as part of the larger neighborhood or community can open up new opportunities for growth.
Won’t you be my neighbor?
Cue the Mr. Rogers theme song. Got it? Well, those of a certain age do. For the younger set, think Joey and Chandler, or Penny from Big Bang Theory. These famous neighbors knew how to make an entrance and – stick with us for a minute – multifamily property managers can learn a thing or two from them.
Some of these neighbors welcomed you in with a smile and a song – and a reminder that they love you just the way you are. Others made a boisterous-but-friendly stumble through your door and quickly became your best friend.
In real life, and especially in multifamily settings, our experience with new neighbors can look more like always-closed blinds and dashing up the stairs so they don’t have to talk to you.
Which neighbor do you want to be? Which neighbor do your residents need? The answer to both questions leans toward the best friend – or at least chatty and welcoming – side. So, why do too many multifamily properties show up and never connect beyond the property lines?
If you want to start off on the right foot as a new multifamily community, or if you want to reach out to neighbors after years, read on for some ideas on how to make those mutually beneficial connections:
Create inclusive community spaces
Develop shared areas that welcome both residents and neighborhood members, such as community gardens, public gathering spaces or multipurpose rooms available for community rental. These spaces demonstrate your commitment to serving as a community asset that invites interaction and connection. By designing areas that are accessible and inviting, you transform your property from a simple residential space into a neighborhood asset.
If large, accessible neighborhood spaces don’t fit your plan, think about your front door, sidewalk, exposed rooftop terrace and any public-facing area. Do you have welcoming elements and thoughtful signage that hints at your cool and friendly personality?
“Hey. How you doin’?”
Channel your inner Joey, but don’t hit on everyone, ok?
Launch neighborhood engagement programs
Develop targeted initiatives that connect your property directly with the surrounding community. Monthly neighborhood events, support for local school programs or community clean-up days can help establish your property as a great neighbor.
These programs show that your multifamily property is invested in the broader community’s well-being, not just the experiences of your immediate residents.
Community development firm Stantec talks about the importance of community involvement in a new development project:
“Without proper engagement, the community can see a new project as an imposition—something they don’t want. This can create a negative impression before design gets off the ground. Lack of communication can make it hard for projects to gain approvals and proceed smoothly. Engagement allows for a meaningful conversation. Community groups are often well-organized and have a deeply vested interest in successful development. They make good partners and allies.”
You want to have partners and allies – and you should find ways to serve as both in your community as well.
Support local businesses and organizations
Create meaningful partnerships with local businesses, community organizations and civic/cultural groups. Work with your team to learn more about these important members of your neighborhood and then brainstorm some ideas for creating meaningful partnerships. These programs will vary from property to property, so think creatively about what makes sense in your case.
This Forbes writer highlights the importance of developing a strong network as a multifamily industry professional:
“Networking and relationship-building within the multifamily industry are essential components of success. To navigate the multifamily landscape more effectively, you need to embrace genuine connections, strategic engagement and a commitment to long-term relationships. This approach opens the door to new opportunities and fosters growth not only in individual careers but also within the industry as a whole.”
Remember that networking goes beyond individual relationships: Keep your multifamily’s bigger picture role in that network top-of-mind. From cross-marketing opportunities to bigger community initiatives, these partnerships can help you establish your community as a vital part of the neighborhood ecosystem.
Develop sustainable community initiatives
Introduce environmentally and socially responsible programs that benefit both residents and the surrounding neighborhood. From recycling programs to collaborative sustainability projects that extend beyond your property’s boundaries, these programs demonstrate your commitment to the community’s long-term well-being.
Implement non-discriminatory and inclusive policies
Establish clear guidelines that promote inclusion and diversity of thought, background and more. Demonstrate a genuine commitment to creating a welcoming environment. Train your team to understand and embody these principles with residents and community neighbors alike, ensuring that every interaction reflects your property’s neighborly culture.
Neighborly branding and marketing
As you approach your new multifamily property branding or existing property rebranding, consider what it means to embody the role of “good neighbor.” How can your branding and marketing choices better create a sense of welcoming – both for your residents and the community at large?
Places to implement your good neighbor brand include:
- Signage
- Public-facing spaces
- Lobby
- Networking events and conferences
- Community events and sponsorships
- Website
- Social media
- Physical and digital marketing materials
- Community digital and/or physical hubs (or you can create one for the community)
When you approach your multifamily brand in the framework of becoming the most beloved neighbor, you tap into a much more authentic and relatable strategy that actually resonates with people.
Need support from a team with years of experience developing authentic and relatable multifamily branding and marketing? Reach out to learn how we can help.
