Property Positioning R2 NOVEMBER 14, 201 7
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About This Book The purpose of this book is create a strong brand position that will allow us to curate a community of like-minded people. By developing an intelligent and authentic position for your property in the market, it’s easier to connect with the right prospects. Generating a brand position that resonates with management and residents creates harmony. When people think and act harmoniously, important business benefits are the result.
1308 Factory Place, Loft 202 Los Angeles, CA 90013 213.599.7949 Jamie Schwartzman Chief Strategic Officer jamie@fluxbranding.com
1 F aster Lease-up - When everything feels exceptional, prospects are moved to act fast, rather than lose a perfect place to live to someone else.
This book was written to share the fundamental core of the EastView brand.
2 Reduced Management Costs - When people are harmonious the property is easier to manage, streamlining efforts of property management.
This brand positioning serves as the internal foundation for all expressions of the EastView identity, culture, messaging and creative collateral.
3 L ower Turnover - Living in a harmonious environment makes people happy and more likely to stay, reducing costs associated with leasing and maintenance. 4 S tabilized Revenues - Less turnover and lower management costs creates a more secure revenue base.
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BRAND CONCEPT
MARKETING MESSAGE
AMENITIES
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PROPERTY
NAME & TAGLINE
TARGET TENANT
7 FACT SHEET
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set your sights O N INSPIRED LI V ING
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SE T YOUR SIGHTS ON INSPIRED LIVING
Begin with outstanding views of DTLA. Add exceptional spots to gather. Blend architecture with design. Clear the way for a remarkable lifestyle. EastView is your new point of view. When you see what you desire, you’re inspired and motivated to achieve your dreams.
• T he
excitement of the city, without the hassles.
• A
host of all inclusive amenities.
• C onvenient
services that simplify everyday living.
Inspiration leads to destination. EastView is the place that reflects the most important aspect of living – you.
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Brand Concept SE T YOUR SIGHTS What you see defines how you live. When you live with a clear view of the world, anything is possible. The future comes into focus when obstacles are removed, opening your vision to see what’s really all around you. By finding the right place to call home, you take the first step in finding your true path. At EastView, your home becomes your new point of view. The future is brighter when you set your sights on the spectacular.
The best view is your view. The best view is EastView.
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Marketing Message THE BEST VIEW IS YOURS EASTVIEW Experience the vibrant excitement of DTLA from the privacy of your own balcony. Revel in the city’s energy from the perfect vantage point – The Heights of our 5th floor deck. When the best view is yours, the sky’s the limit.
• E xceptional
DTLA Views
• Q uiet
residential neighborhood
• A ll-inclusive
amenities for inspired living
Living at EastView expands your outlook in multiple directions. Positioned in the ideal location, DTLA’s coolest bars, shops and restaurants are your new hangouts. Adjacent to recreation fields and close to neighborhood parks, the outdoors are just moments away. Want to narrow your focus? Work from home in The Parlor, a WiFi equipped lounge. Dive into a sparkling pool. Work up a sweat in The Flex Room, our 24/7 fitness center. Take in stunning views with friends on The Heights roof deck. Whichever way you look, there’s something special. Sophisticated amenities, easy access, stylish interiors and spectacular views make EastView a pet-friendly place to set your sights.
This is your view. This is EastView.
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Amenities ST YLE SOPHISTICATION SERVICE
EastView’s 4 cool Hangouts transform an apartment community into a sophisticated urban oasis.
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Inspired living means enjoying curated amenities that make life easier and more enjoyable. Covered, secure parking for you, and ample street parking for guests make coming and going a breeze.
THE
flex room
You’ll want to sweat the small stuff in our state-of-the-art 24 hour fitness center.
2 THE
dive
Unplug in the jacuzzi or hop in the pool for a quick refresh.
3 THE
parlor
Work remotely in the well-appointed co-working lounge. A pool table, refreshment bar and large screen TV offer plenty of space for break times.
4 THE
heights
Take in spectacular city views in front of the fire or around the firepit. BBQ’s, dining tables and multiple lounge areas make the roof deck the coolest spot in town.
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Property Inspired Living CLASSIC STYLE MODERN EDGE Private balconies, sophisticated interiors and walk-in closets make EastView’s pet friendly apartments feel like home. Automated dry cleaning, package delivery and keyless entry provide cutting edge services for busy professionals. Onsite managers, maintenance and housekeepers tend to resident needs quickly. A bike share program, ample bike storage and electric vehicle charging stations keep modern urban dwellers up to speed.
INTERIOR DESIGN •
Classic, Contemporary Design
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Private Balconies
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Walk-In Closets
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Stainless Steel Appliance Package
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In-Unit Washer & Dryers
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Caesarstone Countertops
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Subway Tile Backsplashes
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Porcelanosa Bathroom Tiles
COMMUNITY DESIGN •
Pet Friendly
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FOB Keyless Entry System
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Free Secured Parking
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Ample Street Parking
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Onsite Management
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WiFi throughout all Common Areas
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Luxor One Package Delivery
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Butler Box Dry Cleaning Service
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Bike Share Program & Storage
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Electric Car Charging Stations
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Name & Tagline
eastviewla.com NAME
Combining the words East and View creates a modern word that communicates both the location of the property (East Side) and it’s most unique selling feature (The Views). Capitalizing the “E” and “V” of the word offers a subtle reference to Electric Vehicles, associating the brand with progressive technologies that resonate with modern urban dwellers.
D E S C R I P TO R
Stunning views inspire tenants to live better, dream bigger and do more. Inspired Living creates a shared, aspirational mindset that creates harmony amongst residents.
TAG L I N E
The Best View is Yours. EastView URL
eastviewla.com
Reinforcing the spectacular views and reminding tenants that their unique perspective matters, this tagline can be used in marketing materials and leasing collateral.
Utilizing the name of the property in the URL optimizes searchability. Including LA reinforces the property’s location without adding excessive characters.
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Target Tenant SOPHISTICATED INTELLIGENTSIA
Smart, cultural and savvy, EastView residents are 25-45 year old professionals who want the best of both worlds - to live close to downtown without the hassle of living directly in the city. The ideal tenant seeks multiple opportunities to satisfy their creative tastes including the option to work remotely and the ability to bike to where they need to be.
• E astView
tenants already desire DTLA.
• E astView
tenants are more savvy renters who know what they want.
• E astView
tenants are looking for the right overall balanced value.
OUR TARGETS ARE 3 DISTINCT LIFESTYLE CATEGORIES:
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NUPSTERS
DINKS
URBAN BURNOUTS
(New Urban Hipster Singles)
(Dual Income No Kids Couples)
(Worn Out from Urban Impact)
Nupsters combine the aspirational yearnings of the 80’s yuppie and a millennial mindset with a creative, indie attitude.
Preferring pets to children, DINKS enjoy an active, social lifestyle and are invested in staying relevant and ahead of trends.
Having lived in the city for a prolonged period of time, Urban Burnouts want the next best thing – easy access to downtown without the hassle and congestion of urban life.
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Fact Sheet ADDRESS
SIZE
D E V E LO P E R
327 N. Boylston Los Angeles, CA 90012
• 6 floors
Lion Real Estate Group
• 605-1280 SF • 16 unique floor plans
CROSS STREETS
P R O P E R T Y M A N AG E R
Lion Real Estate Group
Temple & Boylston
F E AT U R E S
• Unobstructed views AVA I L A B I L I T Y
• DTLA adjacency
Models: December 2017
• Schoolside setting with recreation fields
Occupancy: March 2018
ARCHITECT
Van Tilburg, Banvard & Soderbergh
• Private balconies • Easy access to 101 & 110
BUILDER
UNITS
• 24 hour fitness center
Alpha Construction
• 121 units
• Pool & spa
• 19 - Studios
• 5th floor roof deck
• 78 - 1 BR
• Co-working lounge
• 24 - 2BR w/ sleeping loft
• Sophisticated amenities
BRANDING
Flux Branding
PA R K I N G
• Two covered, secured levels • 145 vehicle stalls • 133 bike stalls
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“ Set your sights on a place higher than your eyes can see.” Rumi, 13TH Century Philosopher
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Thank YOU
1308 Factory Place, Loft 202 Los Angeles, CA 90013 213.599.7949 Jamie Schwartzman Chief Strategic Officer jamie@fluxbranding.com
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