April 19, 2022
Naming Your Master-Planned Community: 3 Keys to Success
How do you spark interest in your master-planned community? It all begins with the name. Before the immersive storytelling and the captivating creative design, you need a compelling name that can inspire these elements and resonate with potential homebuyers.
Purchasing a home is a major decision, and that means the way you choose to market your master-planned community should be too. As one of the biggest choices a person makes in their lifetime, homebuyers must explore several options to determine which meets their needs, preferences and desired lifestyle.
In the housing market, consumers don't have the luxury of buying multiple products to try out which company they like best. If you don't win a customer in the first round, it may be years — or even decades — before they're looking for a home again. As a result, strong first impressions and memorable branding are crucial in gaining market share. It takes house-hunters 0.05 seconds to judge your website, and just 10 to evaluate your logo.
A new home is a huge investment and a celebrated milestone, as well as a choice that shapes a family for years to come. Consumers don't make homebuying decisions lightly, and real estate marketers must face the challenge of competing for their dollars and trust.
Homebuyer-directed communication strategies rely on a strong name to be successful. That's why master-planned community marketers turn to Milesbrand to assist with the entire process — delivering branding and marketing campaigns that are creative, consistent, and compelling. Take a look at the value of a name and our three keys to successfully naming your master-planned community.
Master-Planned Communities: What's in a Name?
Shakespeare is revered for writing, "A rose by any other name would smell as sweet." While it is a nice thought to believe that products and services offer equal quality regardless of branding, we would bet that the housing market was much less competitive in the 1500s.
In reality, the tremendous value associated with a strong master-planned community brand name is often overlooked. Even consumers are rarely privy to just how much they are influenced by marketing. The truth of the matter is that naming your community is the first step to creating a foundation for its brand identity. The process for determining a fitting name for a development should consider several aspects from the community’s unique Brand DNA, the audience it’s meant to attract, the homes, location, offered lifestyle, amenities and more.
A great name can offer inspiration for memorable marketing and branding ideas, generate leads and add intrinsic value to the development. However, a poorly chosen title may fail to capture attention and deter buyers from looking further into the community. Strong community names are distinct, evocative and alluring. Attaching a unique name to your community — and backing it with promises of quality and lifestyle — helps to differentiate the development from the many other available options.
Choosing a good name doesn't just mean your community's title is memorable. When your brand's name delivers sentiments of hope, comfort and home, you'll get free advertising every time you're brought up in conversation.
Master-planned communities with effective, appealing names are more easily and immediately recognized. The greater awareness homebuyers have of the community, the easier it will be to build credibility and increase home sales.
Creating a master-planned community name is the first step to creating meaningful value for consumers. Buying a new home is just as much an emotional decision as a practical one. A name offers a way for homebuyers to begin forming a connection to the community and seeing it as a place they can call home.
Enhances Competitive Value
One of the most important aims of master-planned community branding is to significantly differentiate the development from its competitors. Naming the community allows you to start developing a strong brand identity that effectively sets it apart and helps it stand out to homebuyers.
Are you sold on the value of brand names? Here are three tips to ensure that homes will be sold through your name's value.
1. Evoke Emotion at Every Touchpoint
We’ve all heard the saying that the home is where the heart is. Often, our deepest affection, love and cherished memories are strongly tied to the places where we live. Our homes offer a place of emotional refuge and comfort unlike anywhere else.
To win over homebuyers, you must demonstrate that your master-planned community can provide that sense of comfort that they need to feel at home. Master-planned community branding should always evoke an emotional response from buyers to help them form a memorable, appealing impression of the brand. Your name should characterize the community's space and what a future within the development would look like. When consumers emotionally engage with your brand in this way, loyalty will increase.
It's also important not to overlook the undeniable value of community and the feeling of belonging. Master-planned community names are powerful because they provide sentiments of membership and familiarity. A great name will make residents feel proud to be part of an inviting community and forge a sense of connection with their neighboring homeowners. Delivering a compelling name allows homebuyers to identify themselves as a member of an exclusive, like-minded group seeking a similar lifestyle. The stronger the connection residents feel to the community, the more they will view it as a place that feels like home.
Milesbrand once partnered with a community located on the edge of 8,000 acres of wide-open land. The setting immediately promised wildlife and exciting exploration, and we wanted to let customers know all about it! Thus, BackCountry was born — a one-of-a-kind Colorado community that makes every day an adventure.
2. Set Consumer Expectation with Creative Branding
The value of creativity is undoubtedly powerful, but sparking it is often easier said than done. However, in the case of master-planned community marketing, stunning homes, high-end amenities and a beautiful community environment serve as your muses.
It’s not necessary to devise a trendy name – the truth is it’s likely to become outdated and overplayed within just a few years. But you should also stray beyond the basics of XYZ Ranch.
The words you choose for your master-community name are bound to have connotations that form instant impressions for buyers. It’s critical to carefully consider the story you want to tell about your homes to determine whether that impression is favorable or negative.
Consider the target audience you’re anticipating to entice with your community. Are you aiming to attract affluent buyers? Be sure to select a name that suggests prestige and an elevated lifestyle. If your community title is too common, these buyers may overlook it simply based on assumptions about your homes. However, if your community isn’t a luxury-styled development, it’s important to avoid using words that make it appear too expensive. Including words such as “estates” or “manor” may dissuade buyers who are seeking affordable homes.
Celebrate your community’s unique location and utilize this connection within your branding concepts. Be authentic to the placement of the community and borrow inspiration by using the location’s differentiators to your advantage. By placing the community in its location, what can homeowners gain by living here? Focus on highlighting one of the key benefits of your master-planned community. Then, use additional marketing tactics to ensure that prospective buyers want to call that highlight home.
Having a beach in your backyard may seem like a far-fetched dream, but that's exactly what one Milesbrand client offered. It felt only natural to call it Water Valley — a simple name that conveys a resort-like experience and idyllic lifestyle. The name made marketing a breeze! By focusing our photography efforts on the sparkling water and laughs enjoyed on the beach, every shot looked as if it was from a vacation. With just two words and compelling images, Water Valley delivered an appealing brand promise: a more joyful, vibrant life.
3. Consistency Makes Your Work... Work for You
This last tip is perhaps the most crucial. Fortunately, it's also one of the easiest! Once you've settled on a name that you love, all that's left to do is use it, a lot. Brand consistency lies at the root of how well you are able to communicate your master planned-community identity. Implementing a consistent brand presence is essential for increasing visibility, building a reputation and gaining prospects. In fact, companies that prioritize brand consistency across channels have been found to achieve an average growth rate of 33%.
As you expand your marketing strategy to include visual elements like graphics, taglines and slogans, each aspect must carefully align with your chosen name. The color scheme, fonts, development logos, and imagery should be unified across all marketing and promotional materials to be recognizable to buyers. Be sure to make stylistic design choices that aptly reflect and match the master-planned community name. Consistent branding and cohesive messaging will make the community much more memorable and credible to homebuyers. Contradictory messaging erodes the confidence consumers want to feel as they are considering a major purchase.
Tasked with naming a Denver, Colorado community, we first looked to ensure its branding was in line with the surrounding area. We drew inspiration from the iconic Denver International Airport, titling the community Avion. When it came to developing a tagline, we stayed loyal to the high-flying theme: "Where life takes off."
All of these brand elements worked together to create a cohesive message. Avion promises the start of something new — it's all uphill from here.
Set Your Master-Planned Community Marketing Apart with a Notable Name
You know the strengths and qualities of your brand. Milesbrand is here to help you convey it.
We are the leading marketing team for real estate and master-planned communities. Through every partnership, we are determined not to just claim this title, but to prove it with our award-winning strategies and awe-inspiring creative solutions. When you trust us with your neighborhood, we welcome you into ours as well.
Our team of creative experts will work closely with your company's heads of marketing and revenue. From our very first meeting to the final launch date, we will hone your vision, honor your timeline and respect your budget. We aim to make you feel at home so that you can make your consumers feel the same way within your master-planned community.
Contact us today to begin a transformative partnership that takes your community From Land to Brand. Before you know it, your brand will be properly positioned and perfectly planned.