This post is targeted toward all real estate developers. When it comes to multi-family real estate advertising, your first step may not necessarily be to convince us that your construction techniques and detailing are superior. We believe it is and so does your potential buyer…Or at least we assume that it is good enough, unless you prove otherwise. Speaking from the point of view of both a real estate advertising expert as well as of that of a former apartment dweller, I can tell you that effective advertising isn’t in the “construction” details.

What a Buyer Wants

As an Advertising Account Manager, my first meeting with a developer usually goes something like this:

Me: “So what do you see as the key selling features of your multi-family development?”
Developer: “We used the highest quality pre-fabricated structural metal wall panels supporting an elevated composite concrete flooring system…(blah, blah, a bunch of technical construction jargon that I can’t understand…).”

Neither I, nor the potential buyer can understand exactly what the developer is describing. And, the buyer is who we (the advertising agency and the developer) really care about reaching with the message, right?
What really matters to the potential buyer (aka the target audience) is, “Does this fit my self image and lifestyle?, Will there be other people my age living there?, How close is the apartment/condo to downtown?, Will my king-size bed fit in the bedroom?, Are there stainless steel appliances in the kitchen?, Is the look of the building more traditional or modern?, Is this apartment/condo for me?” So, the crucial job of the advertising agency is to look past some of the developer mumbo jumbo (sorry developers) and paint an undeniably glamorous picture of the product in the eyes of the target audience. A picture that appeals to them on an emotional level and makes them feel a connection with the property and a subconscious need to live there (the gritty construction details can wait until closer to the end of the purchasing decision, when the consumer is already emotionally sold on the product). It’s much like the thought process you may have encountered when buying your first iPod. You saw the groovy commercials and have decided the iPod is for you….It’s perfect for your long runs and the pink color option will look way cool with your work-out gear. You’re sold! It’s not until you go online to order your new running companion that you stop to consider the storage capacity (yes, the gritty technological details). The emotional lifestyle connection is what sold you on the iPod, and the techy details were just a final consideration before closing the deal.

Connecting with Your Audience

The key word here is “connection”. The goal is get inside the minds of the target audience and make a connection with them through advertising. A lot of research (such as market studies, focus groups, etc.) goes into discovering exactly what the target audience wants and the results are unique to each project. A quality advertising campaign takes into consideration all of the findings and creates a consistent message. This means that the copy, imagery, layout, font choice, audio, and features are all in line with the wants of the target audience and that these elements combine to form the intended connection with the target audience. If this goal is successfully achieved, the target audience should look at the advertisement (whether it be a website, magazine advertisement, billboard, etc.) and say, “Ah, that’s me” or “That’s who/where I want to be”. That’s the beauty of lifestyle advertising. It connects with the target audience on a purely emotional level, not just a nuts and bolts logical level.

The Finished Product

I realize that this “lifestyle” advertising concept may be hard to grasp, here’s a link to a perfect example of it: www.ellingtonapartments.com. As you’ll see on this website, the copy, imagery, layout, features, and audio all work together to create an edgy, hip, jazzy vibe…which is exactly what the target audience asked for. The website visitor even has the option to change the audio track and the homepage image, so that the visitor can do exactly what the apartment tagline offers,”B-U-ON-U”. Another stand out example, although it’s a little more literal since it’s a condominium rather than an apartment (and there’s more at stake in the minds of the consumer since they must make more of a permanent buying decision is www.oneriverfront.com. What you do find on these websites are stunning photos of the building (inside and out), the area and the vibe it generates, and the type of people who live there…All in all, the lifestyle. What you don’t find on these websites is a bunch of construction specifications and other information translated only by developers and construction experts.

“I see this mistake made all too often by new home builders, as well as fellow real estate professionals. A home purchase is a very emotional decision, heavily based in self image and lifestyle choices…. The most effective marketing is heavy in emotional appeal and tells a story, appealing to the self image of the potential buyer.” Tom Kingsford - Bodin Realty International of Boulder, CO is a boutique real estate firm expertly representing buyers and sellers for more than 40 years.

This idea of connecting with the target audience on an emotional level applies to business to consumer advertising in almost all industries. (I just decided to pick on real estate developers in this post since more often then not, the advertising agency works directly with the developer and not an in-house marketing team.) And, no doubt we’ll be discussing this concept further in future posts. So tune in to our blog in the coming months for more informative jabber about lifestyle advertising.