The role of marketing in pre-construction real estate

Having been in business for 23 years as partner and creative director at 52 Pick-up, I have been fortunate to have worked closely with visionary developers and partners that have shaped the landscape and skyline of Toronto and the GTA.

Over this time, I have seen the role of the brand evolve. Where brands were once limited to a name and a brochure, these days it is so much more – it is an identity that audiences relate to and connect with.

Brand identity

The brand identity has progressed into the articulation of the developers promise of what a purchaser can expect from the building, from their new home and their new community. It is the vision of the living experience, helping purchasers understand the new opportunities they can look forward to, how they will enjoy the amenities offered, the proximity to transit and the area surrounding them. Showcasing every aspect of the lifestyle; from working from home, meeting new friends, living a fit lifestyle, relaxing and socializing, to being inspired.

When working with developers to brand a project, I have found that the best brand identities are relatable and reflective of the vision. They are grounded in the architecture, the design and inspiration. They complement the surrounding area, fit into the community, and reflect the values of the target market who will eventually occupy the building or home. To design a brand that accomplishes all this is our mission, and we do so with intent and purpose.

While the creative aspect of the brand is the fun part, there is a lot of science behind it. It isn’t just about beautiful typography and a lovely visual. The creative process is driven by poignant and strategic research that leads us to articulate a brand strategy.

Unique personality

The “art” of branding, while always focused on the target market, is the embodiment of all the intel from the brand strategy. This is where we create a visual identity for the brand developing a unique visual language that aligns the strategy and promise of the brand with the right aesthetic to appeal to the target market. This stage includes the creation of a logo and/or word mark, a graphic symbol in many instances, a colour palette, typography style and brand guidelines.

This process is how we create a unique personality for the condominium brand; one that speaks to the target market and entices them to visit the project’s website, register and eventually buy.

Creating the ideal brand is as important as all the other aspects of the new development; it is the most significant aspect of placemaking, ultimately creating desire. And isn’t that the whole point?