{"id":4873,"date":"2024-01-25T14:27:31","date_gmt":"2024-01-25T21:27:31","guid":{"rendered":"https:\/\/cohnmarketing.com\/?p=4873"},"modified":"2024-03-10T19:23:25","modified_gmt":"2024-03-11T01:23:25","slug":"good-apartment-building-names","status":"publish","type":"post","link":"https:\/\/cohnmarketing.com\/good-apartment-building-names\/","title":{"rendered":"Good Apartment Building Names: Stand Out in Real Estate Marketing"},"content":{"rendered":"<h2>Choosing a Good Name for an Apartment Building<\/h2>\n<p>When it comes to multifamily real estate marketing, an often overlooked\u2014but crucial\u2014aspect is the name and brand of the apartment building or apartment community. In fact, more and more at COHN, we\u2019re seeing the name and branding of a property start as an afterthought in the pre-construction process. And we hope to correct this with today\u2019s enlightening blog.<\/p>\n<p>You might wonder, what\u2019s in a name? That which we call an apartment by any other name would still be as sweet (or some clever riff on Juliet\u2019s famous soliloquy on names). Here\u2019s our perspective: A well-thought-out name can make a significant impact on the marketing and advertising of your apartment building because <a href=\"https:\/\/cohnmarketing.com\/expertise\/capabilities\/brand-strategy\/\">strong brands<\/a> are sticky.<\/p>\n<p>In this blog, we&#8217;ll analyze the importance of choosing the right name, and offer comprehensive (and practical!) tips for naming an apartment building, and explore <a href=\"https:\/\/cohnmarketing.com\/expertise\/capabilities\/creative-design\/\">creative strategies<\/a> to make your building stand out in the market.<\/p>\n<h2>The Importance of an Apartment Building&#8217;s Name<\/h2>\n<p>Ultimately, the quality, price, convenience, amenities, property team, and community-setting will probably matter more for <a href=\"https:\/\/cohnmarketing.com\/2022-marketing-strategies-for-leasing-apartments\/\">leasing<\/a> than your apartment\u2019s name, but you shouldn\u2019t overlook the overall branding of your community property. Your apartment building&#8217;s name is its first impression, and this is especially true in the world of real estate marketing.<\/p>\n<h2>Impact on Marketing and Advertising<\/h2>\n<p>Your name sets the tone for all marketing efforts. It&#8217;s the first thing potential tenants see or hear. A strong, memorable name can pique their interest and make them more likely to remember your building. It\u2019s your calling card, so naming an apartment building isn&#8217;t a task to be taken lightly. It requires careful consideration and thought. Here are some tips and tricks from our multifamily marketing team here at COHN:<\/p>\n<ul>\n<li><strong>Geographical Context<\/strong><br \/>\nYour name will be prominently displayed on signage, websites, and promotional materials. It will be your sole social media handle. It will be how your residents communicate where they live. As such, we tell all our clients to consider the form and scale of the building \u2013 a name should match its identity. Pay attention to the geographical context to ensure it fits the location.<\/li>\n<li><strong>Market Distinction<\/strong><br \/>\nThis should be obvious, but your building&#8217;s name should stand out and avoid confusion with nearby entities. Conduct thorough research and do what you can to be unique, not just for legal\/copyright, but also for brand confusion.<\/li>\n<li><strong>Target Market and Competition<\/strong><br \/>\nWho is your target tenant\/resident? <a href=\"https:\/\/cohnmarketing.com\/reach-your-target-audience\/\">Understanding your audience<\/a> is crucial for choosing a name that resonates. Research the competition to ensure your name sets you apart.<\/li>\n<li><strong>Nearby Communities<\/strong><br \/>\nWhile it might seem convenient to name your building after a nearby town or landmark, it&#8217;s often a missed opportunity. A distinct name can help your building develop its own identity.<\/li>\n<\/ul>\n<h2>Time-Tested Naming Strategies for Apartments<\/h2>\n<p>COHN has completed more than 100 brand naming projects for communities, apartment complexes and other real estate brands. In fact, we keep a database of unused names that we\u2019ve pitched to clients that is in the thousands. Creativity can go a long way in making your building memorable, but there are a few other \u201cbest practices\u201d for names that create a distinctive name.<\/p>\n<h2>Pick a Name That Makes You S.M.I.L.E.<\/h2>\n<p>There is an acronym used in brand naming that is common among agencies like COHN. It\u2019s the S.M.I.L.E. method and it stands for:<\/p>\n<ul>\n<li><strong>S<\/strong>uggestive \u2013 evokes a positive brand experience<\/li>\n<li><strong>M<\/strong>eaningful \u2013 your tenants\/prospects will \u201cget it\u201d<\/li>\n<li><strong>I<\/strong>magery \u2013 visually evocative to aid in memory<\/li>\n<li><strong>L<\/strong>egs \u2013 lends itself to a theme for extended mileage<\/li>\n<li><strong>E<\/strong>motional \u2013 resonates with your audience<\/li>\n<\/ul>\n<p>Use this acronym to gut-check your apartment building name options. From there, you can narrow down the list of possible names by stakeholder approval groups.<\/p>\n<h2>Modify Your Selected Name To Get It Approved<\/h2>\n<p>Sometimes in the naming process, even if you have the exact right name for your apartments, you aren\u2019t able secure the URL or even social media handles. This is when we encourage you to use one of our many (many!) apartment complex modifiers to help ground your name and make it more unique for digital properties.<\/p>\n<p>Because we are so generous COHN, here is the long list of property modifiers we use when we are in a trademark or URL jam:<\/p>\n<p><em>Apartments, Center, Collection, Collective, Court, Cove, Creek, Crossroads, District, Flats, Gardens, Gate, Green(s), Grove, Heights, Hill, Homes, House, Lofts, Meadow, Mountain, North\/South\/East\/West, Oaks, Park, Parkway, Place, Plaza, Point(e), Residences, Ridge, Road, Row, Run, Sky, Station, Studios, Terraces, Towers, View, Village, Villas, or Vista.<\/em><\/p>\n<p>Keep in mind that if you need to add a modifier in order to secure the URL (or satisfy scrupulous lawyers), this does not mean you have to prominently display the modifier in the logo or branding.<\/p>\n<h2>Portfolio of Brands or Branded Portfolio?<\/h2>\n<p>Many of our multifamily development clients have dozens, sometimes hundreds, of multifamily properties across the country. As a corporate brand that also must consider investors or capital markets, it can sometimes make sense to name and brand each of your properties alike. If the parent developer brand (national) is named Aegis Development Group, for example, then it can make sense to name individual properties (local) something like \u201cSkyway by Aegis\u201d or \u201cThe Aegis at Skyway.\u201d This naming convention creates a branded house whereby all your properties in your portfolio follow similar naming rules. Sometimes, a corporate <a href=\"https:\/\/cohnmarketing.com\/expertise\/real-estate\/\">real estate brand<\/a> will divide its portfolio into class types, with all luxury multi-family properties getting one name, and all affordable housing getting another. There are several other configurations for brand architecture in these larger portfolio scenarios.<\/p>\n<p>There\u2019s no hard-and-fast rule for when a Branded Portfolio vs. Portfolio of Brands makes sense in <a href=\"https:\/\/cohnmarketing.com\/top-strategies-in-digital-marketing-for-apartments-in-2022\/\">multifamily real estate marketing<\/a>, but it\u2019s clear that this strategy is only applicable for larger portfolios or owners\/operators with a highly concentrated portfolio in a specific geography.<\/p>\n<h2>\u201cBad Names\u201d For Your Property<\/h2>\n<p>If you\u2019ve partnered with COHN to help you market your multifamily property, there\u2019s a high likelihood that one of us will say the following: \u201cThere is no \u2018perfect\u2019 name for this project\u2014but there are plenty of \u2018perfectly bad\u2019 names.\u201d And that\u2019s the honest-to-goodness truth. Above all else in naming your property, we want to avoid choosing a bad name &#8211; and there are PLENTY of those out there.<\/p>\n<p>Here\u2019s another handy dandy acronym (that we did not invent) called the S.C.R.A.T.C.H. test, which identifies the many ways a name can go wrong.<\/p>\n<ul>\n<li><strong>S<\/strong>pelling-challenged \u2013 looks like a typo<\/li>\n<li><strong>C<\/strong>opycat \u2013 similar to competitors\u2019 names<\/li>\n<li><strong>R<\/strong>estrictive \u2013 limits future growth<\/li>\n<li><strong>A<\/strong>lienating \u2013 culturally insensitive, language concerns<\/li>\n<li><strong>T<\/strong>ame \u2013 flat, uninspired<\/li>\n<li><strong>C<\/strong>urse of Knowledge \u2013 will people \u201cget it\u201d<\/li>\n<li><strong>H<\/strong>ard-to-pronounce \u2013 not obvious, unapproachable<\/li>\n<\/ul>\n<h2>Bringing Your Name to Life With Marketing<\/h2>\n<p>One of the reasons we often say there are no \u201cperfect\u201d names in branding is that the success of your property\u2019s name will likely come down to how you bring it to life through marketing. Without marketing, Spotify would probably sound more like a stain spot-treatment solution. Microsoft would probably sound like a new microfiber used in clothing. Names mean nothing without marketing.<\/p>\n<p>Choosing a good name for an apartment building is more than just a formality; it&#8217;s a strategic decision that can significantly impact your ability to lease up. We\u2019ve worked with multifamily owners\/operators across the country and are deeply experienced in <a href=\"https:\/\/cohnmarketing.com\/guide-to-commercial-real-eastate-marketing\/\">marketing properties<\/a> throughout the pre- and post-construction timelines. <a href=\"\/contact\/\">Give us a call<\/a>, so we can help you accomplish your multifamily <a href=\"https:\/\/cohnmarketing.com\/expertise\/\">marketing goals<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Choosing a Good Name for an Apartment Building When it comes to multifamily real estate&#8230;<\/p>\n","protected":false},"author":3,"featured_media":4874,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4873","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Good Apartment Building Names: Stand Out in Real Estate Marketing - COHN Marketing<\/title>\n<meta name=\"description\" content=\"Explore key strategies for naming your apartment building with COHN. 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