BUILD YOUR BRAND IN REAL ESTATE
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Brand is the promise, the big idea, and expectations that reside in each customer’s mind about a product, service or company. Branding is about making an emotional connection. People fall in love with brands they trust.
Build Your Brand In Real Estate
In today’s marketplace, companies in all business sectors must work harder than ever to ensure they stand out from the crowd. No matter what the product, consumers develop preferences that are often based on the identity—or brand—the seller has created, both for the product itself and for the company behind it. Strong brands are the result of carefully crafted messages using persuasive writing and appealing images.
gordongroup, an Ottawa-based marketing and communications company, has proved the power of branding in the real estate sector. For years we have collaborated with many real estate clients, providing them with marketing solutions that increase their brand visibility, attract clientele and get leases signed at properties across Canada. The success of these winning campaigns is a result of leveraging the power of brand. The gordongroup team develops innovative and engaging marketing strategies that differentiate the asset from the competition and support the sales cycle. Our firm can provide: Brand identity development Creative writing and graphic design Cutting-edge multi-media applications and interactive Web solutions Strategic plans for sustaining the brand Move-in kits and other tenant retention tools
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Why have brands become so important? A strong brand stands out in a densely crowded marketplace.
Building a Real Estate Brand: The gordongroup Process develop design engage Retain
01 develop
Our branding process begins with a “discovery” phase to help unlock the essence of the brand. gordongroup brand consultants create a brand identity framework based on client input. To build an effective real estate brand, there are many questions to answer: What is the essence or personality of the building? What sets the building apart from others or makes it unique? What are the building’s important attributes both internally and externally? What is the building’s intended function? What are the building’s selling propositions? What is defines the tenant experience at the building? What is the target tenant demographic? What would be a good tagline for the building? What would be the ideal visual or graphic representation of the building? From this process, we generate an identity framework—a blueprint for the building’s brand—and a unique set of brand messages for all stakeholders to adopt and, in turn, extend to others. This creates consistency within the brand’s growing community.
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design
Once the brand identity framework is in place, our team of communications professionals— writers, editors, media specialists, graphic designers, web designers, multimedia developers and software engineers—can design the array of tools required for the media roll-out of the brand. We have the resources to undertake virtually any type of marketing campaign in-house, and can provide a “one-stop shop” for our clients. Deliverables may include: Unique identity design, including logos and wordmarks Thematic messaging and content development, including taglines and text Graphic design of print products Website development, coding and hosting Flash-based interactive tools
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1. Unique identity design 2. Thematic, clear messaging 3. Brilliant photographs and 3D imaging 4. Interactive solutions 5. Promoting on-site retailers’ brands 6. Promoting component brands that exist within the local neighbourhood
03 engage
gordongroup consultants work with real estate clients to develop strategies to ensure that target demographics are engaged and the sales cycle is supported. The prospective tenant’s first impression of the property must be a lasting one. The tenant must be immersed in the property’s experience. Brand buy-in and conversion must be encouraged. There must be strong incentives to close the deal. Our marketing plans make use of demographic data to determine the optimal media mix for a high-impact brand roll-out.
04 retain
gordongroup has developed expertise in the area of tenant retention—enriching the tenant experience and sustaining the brand throughout the engagement. Our creative team has developed unique, property-specific retention tools for our real estate clients such as move-in kits, e-newsletters and online resources.
Brand owns an important piece of real estate in a consumer’s mind.
Please read on for samples of gordongroup’s many branded marketing projects.
portfolio
Marketing brochure for real estate developer 50 Laurier
Marketing book for commercial real estate developer Broccolini Construction
Corporate brochure for Construction Sector Council
Marketing book for commercial real estate developer Oxford Properties Group
Website for Canadian broadcaster CBC/Radio-Canada
Website for Canadian broadcaster CBC/Radio-Canada
Website for Canadian broadcaster CBC/Radio-Canada
Fill your senses
LIVE HERE, WALK
The Halifax Harbour district is the cultural centre of this lively city, and The Plaza is at its heart, making it easy for you to take full advantage of this ideal location. EVERYWHERE Countless restaurants to suit all tastes and budgets, museums, historic sites, markets and shopping—even a casino—are all within a few minutes’ walk. The sights and sounds of this vibrant district fill the senses, and life by the seashore—the sun and salt air, the fresh breezes, the boardwalk, the nearby beaches—is stimulating and inspiring.
2001 Brunswick Street Rental Office: 1881 Brunswick Street Halifax, NS B3J 3L8 Phone: 902-422-5747 Fax: 902-425-1834
Visit halifaxapts.ca today for information on the buildings, photos, rate sheets, an interactive floor planner and more.
We’re here for you Come and see for yourself. Just drop by. Our office is open from Monday to Friday 8 a.m. to 8 p.m., Saturday 10 a.m. to 5 p.m., and Sunday noon to 5 p.m.
Fill your senses
We’re here for you
The Halifax Harbour district is the cultural Halifax Apartments Office: centre ofRental this lively city, and The Plaza 1881isBrunswick Street at its heart, making it easy for you to Halifax, 3L8 takeNS full B3J advantage of this ideal location. Countless restaurants to suit all tastes and Phone: 902-422-5747 museums, historic sites, markets Fax:budgets, 902-425-1834 and shopping—even a casino—are all within a few minutes’ walk. The sights and sounds of this vibrant district fill the senses, and life by the seashore—the sun and salt air, the fresh breezes, the boardwalk, the nearby beaches—is stimulating and inspiring.
Come and see for yourself. Just drop by. Our office is open from Monday to Friday 8 a.m. to 8 p.m., Saturday 10 a.m. to 5 p.m., and Sunday noon to 5 p.m. Halifax Apartments Rental Office:
halifaxapts.ca 1881 Brunswick Street
Halifax, NS B3J 3L8 Phone: 902-422-5747 Fax: 902-425-1834
Live here, walk everywhere
halifaxapts.ca
Live here, walk everywhere
Furnished Executive Suites Available
Furnished Executive Suites Available
Brand identity, website, insert card and brochure for residential builder Bentall Investment Management
Brand identity and website for real estate developer Bentall Investment Management
235 BLOOR STREET EAST TORONTO, ON M4W 3Y3 | P: 416-246-2227 | F: 416-920-2097
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Visit RESIDENCESonBLOOR.CA today for photos, rate sheet, interactive floor planner and more.
LIVE THE HIGH LIFE ON BLOOR
FIND YOURSELF AT RESIDENCES ON BLOOR A fabulous building managed by Realstar. Drop by today to see what all the fuss is about. Our offices are open from 8 a.m. to 6 p.m. Monday to Friday, and from 12 p.m. to 4 p.m. Saturday and Sunday. Residences on Bloor 235 Bloor Street East Toronto, Ontario Canada M4W 3Y3 Phone: 416-246-2680 Fax: 416-920-2097
RESIDENCESonBLOOR.CA
FIND YOURSELF AT RESIDENCES ON BLOOR
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28% 100% 95% 30%
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Professionally managed by
A fabulous building managed by Realstar. Drop by today to see what all the fuss is about. Our offices are open from 8 a.m. to 6 p.m. Monday to Friday, and from 12 p.m. to 4 p.m. Saturday and Sunday.
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Residences on Bloor 235 Bloor Street East Toronto, Ontario Canada M4W 3Y3 Phone: 416-246-2680 Fax: 416-920-2097
RESIDENCESonBLOOR.CA
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LIVE THE HIGH LIFE ON BLOOR
Brand identity, website and brochure for residential builder Bentall Investment Management
Brand identity and website and brochure for residential builder Bentall Investment Management
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Brand identity and concept marketing collateral for retail mall Billings Bridge
Concept large format posters for retail mall Billings Bridge
Concept large format posters for retail mall Billings Bridge
Concept website and marketing collateral for retail mall Billings Bridge
Brand Identity and website design for Palladium Auto Park
Brand identities
GORDONGROUP.COM