Branding Project Helps Student Housing Complex Stand Out in Competitive Area

WhiteHot Marketing developed a cohesive brand for a 120-unit, off-campus student housing complex near Michigan State University. The marketing strategies helped this client exceed their prospect interest goals and ultimately fill beds.

Client:

A real estate development and management firm with a diversified multi-billion-dollar portfolio of properties located throughout seven U.S. states and Australia. The portfolio includes multi-family properties as well as hotels, senior living communities, single family communities, condominiums and office buildings.

Challenge:

Develop a strong, youthful brand that would stand out in the market and drive aggressive lease up.

The community needed to compete with many existing properties, as well as 2 other student housing properties under construction and slated to be ready for leasing at the same time. Additionally, the prime leasing season was starting in less than 90 days.

Solution:

  • Developed unique logo to appeal to prospective tenants
  • Developed brand messaging that highlighted the community’s advantages, including larger units and proximity to campus
  • Developed brand standards guide to support consistency throughout all marketing activities
  • Delivered marketing collateral to support leasing efforts (brochure, flat sheet, banners, signage, templates for leasing staff, etc.)
  • Designed and built website
  • Creative direction of store-front leasing office signage

Result:

During the major leasing fairs, the client received a staggering number of prospect tenant interest cards that surpassed their goal.

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