Developers frequently wait too long to begin marketing a new residential apartment project. They wait for pictures of a completed exterior, or model apartments, before kicking off the sales cycle. What they forget is people looking for a place to live most often target the community or neighborhood first - and the building second. By marketing your building in the context of a particular area or community you immediately begin engaging your target customers and get a huge jump in the sales cycle.
Savvy developers often call me the moment they break ground to kick off marketing with photography showcasing the neighborhood of a new residential complex. I have a great deal of experience with this type of project and have seen first-hand its effectiveness creating a buzz and pre-selling a building. Let me show you how I go about doing it.
Nightlife and Dining
The first question people often ask about a neighborhood is - what is there to do? Over the years I’ve found it interesting that especially in more urban areas dining establishments help to define an area’s personality. Consequently, I survey the immediate community looking for interesting nightlife and dining spots to help answer that question. When it comes to personality I’ve found it is very effective to capture an iconic landmark like the wonderful mural shown below or the architecture of a town’s main streets. Depending on the target audience I also try to capture relatable people in the community - like the master pizza tosser I stumbled upon at a local pizzeria.
Transportation
Proximity to highways and access to public transportation is always a critical consideration in deciding where to live. If your project is close to either of these I’ll be sure to include it. A shot of the commuter train below instantly conveys accessibility to work, plus the somewhat idyllic setting confers safety and ease of use. It also provides a signal to a younger audience that your building has easy access to the city for dining and nightlife.
Architecture
There is no question that building architecture makes a statement. Whether your project is in an urban or suburban area I use architecture to help define it and tell a story. The watermill on the left is a clear signal that the area is rich with history and there is a focus on preservation. Other buildings whether they be houses of worship or 19th century mill factories tell a story about the community and engage potential tenants.
Recreation
People love to be outdoors, and one of the biggest selling points of a property is its proximity to recreation. Whether it is parks, walking trails, playgrounds, or playing fields, I capture those areas that are proximate and then link them to your new property. I like to seek out as many different types of recreation as I can to broaden appeal but am always sure to include outdoor spaces filled with a range of people meeting the target demographic of the new complex. If it skews young or old, singles or families, I’ll target my photography accordingly. From a harborside park to a walking trail to a high energy skate park for kids, the pictures below make a statement about demographics and the makeup of a community.
The Overall Vibe
The fundamental purpose of the work I do is to weave together the tapestry of a community to tell a larger story about the people who will be living in your property. The shot below would be perfect for a complex catering to multi generational families with a demographic focused on an outdoors suburban environment. If it was closer to the city and targeting younger singles the vibe I’d present would be dramatically different than this. It is all about your target demographic.
A picture truly is worth a thousand words when advertising a property, and will have a significant impact on your target audience. Showcasing the community surrounding your property while it is under construction can make the difference between having vacant units and being sold-out on opening day. Don’t make the mistake of waiting too long - begin marketing your building in the context of its community as soon as you break ground with tangible images for a website or promotional materials.
If you are a developer or leasing agent with a property breaking ground, or in the early phases of construction, please give me a call. I’ll help you build the buzz needed to attract the right type of residents. My goal is to exceed your expectations with photography that tells a story and takes your marketing materials to another level.