Real estate construction and development has bounced back- especially for growing urban communities.
Take a market rebound along with millennials and baby boomers looking for low maintenance and city amenities and you will find many new residential buildings popping up in downtown communities.
How do these developers stand out and compete with the other residential options, how do they market a community and get signed leases before they’ve even broken ground? A solid brand, digital experience, and compelling message!
Branding From the Ground Up
531 Grand apartments in Kansas City’s vibrant River Market neighborhood now offers luxury living with bountiful amenities and an “urban country club vibe”. However, ZIV, a digital experience agency to challenge the market and ignite brilliance, along with website development partner Blue Symphony, was brought in to help create a new brand and website before the 185-unit building even existed. With a handful of renderings, a passionate team and a vision – ZIV and the 531 Grand team set out to create a market leader among the Kansas City skyline.
As with every project, ZIV held in-depth information sessions with the two partnered real estate development companies to understand the vision, get a feel for the vibe the new community needed to portray and understand the ultimate goal of the project – a Luxury Brand and a website that converted prospects to signed leases. ZIV presented mood boards to set the tone for the new logo and supporting brand identity pieces along with deep dives into likes and dislikes of websites, competitive analysis of area developments and research on the target markets. All of these insights informed the ZIV team throughout the entire process.
“I just want to reiterate that I think you have done a great job on this… it hits exactly what we are going for in the marketing of this property.”
– VP of Development
Carefully Crafted Luxury
Along with designing a new logo, color palette and brand identity elements ZIV designed a website that emulated luxury, portrayed the physical experience a resident would enjoy and crafted strategic Calls to Action on every page to move the prospect through the sales process. This process is actually very similar to building a house, or in this case an entire community, which includes creating a Sitemap to lay the foundation and flow of the website pages, Wireframes (think blueprints) to build the layout of each page, Visual Design (interior design) to bring the brand and experience to life and then technical development (the build). With testing and validation along the way the 531 Grand website launched successfully with glowing reviews from the VP of Development, “I just want to reiterate that I think you have done a great job on this. Very impressive and I think it hits exactly what we are going for in the marketing of this property.” ZIV is pleased to announce that 531 Grand just celebrated their ribbon cutting ceremony with 91% of the building leased and 87% occupied.
Next time you’re in the Kansas City River Market make sure to stop in and experience this unique urban luxury for yourself or visit 531 Grand.com!
More About the Agency Partner
ZIV has offices in greater Kansas City and Denver, CO. Whether it’s creating a brand, implementing a digital solution to disrupt an industry, transforming a customer’s experience to gain loyalty, or executing a marketing strategy for needed growth – they’ve got you covered. Explore their capabilities and past work at letsziv.com.
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