Page 84 - planet_rent

5.5 Marketing Phase 3 - Current Residents
For current residents there are two focuses:
(1) To engage them in place making:
place value place making place attachment

(2) To create band ambassadors
Place Value: means commanding a brand position in ‘residents’ minds, a ‘fond feeling’ which typifies the
‘promise’ of a:

 Living in a purpose built rent : live environment with …..
o service on demand,
o lifestyle extras thrown in,
o where living becomes social, and
o accessibility has been made easy.
 a consistent experience - crafted & evidenced by actions,
 a different class of living to normal rentals, that only your brand can fulfil.

Ultimately the apartment is the product, the brand experience is built through every service interaction
with the staff on the ground, back up at HQ and the ease of digital transactions.

Place making: is all about establishing your way of doing things:
 Community herb garden,
 Light bulbs at Reception for free,
 Late move in / late move out,
 Greeting new residents by name on arrival (because they e-checked-in, you have their photo),
 Announcing new residents on e-notice boards (tinder style – having captured photos on e-check-in),
 Community events and winners boards,
 Nominated charities: let residents pitch, and, nominate charities and give event subs to charity.
News and social postings then have a two prong approach and residents get an opportunity to explain
the good work their nominated charity does.

It should not be underestimated that place making takes a considerable investment.

Place attachment: is about creating a feeling of belonging to the micro community which shares norms
and values. Find opportunities for the brand values to be reflected in the design, build, quantity of
disabled unit provision etc…… Decide what community values you intend to promote and why living at
…….. is better.
 Cheaper bills than ….
 More energy efficient than …..
 Faster move in than ……
 More events than ……

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