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6 Shining Lessons for Marketing Gold
Reframing the way we market for residential buyers.
Grabbing the attention of residential buyers starts with stand-out, off-beat marketing that highlights the amazing possibilities of urban homelife. Easy to say but hard to forgo reliable methods and try something new. That’s why we’ve been freshening things up by looking at marketing that connects with audiences in a deeper way and the lessons reframing how we market to them. Don’t forget to take notes!
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[caption] => Remind them what they’re seeking.
It’s easy to focus on what we’re selling and forget what buyers are looking for in the first place. That’s why we found Ace & Tate’s “Bring on the Sun” Sunglasses Campaign so impactful. It’s marketing without even showing the product. We just see squinting faces in the glaring absence of a good pair of shades. It reminds us buyers aren’t looking for a specific offering. They’re looking to fulfill needs like another bedroom, better schools, or a shorter commute. Instead of selling your building as the best option, why not prove it's the perfect solution. [credit-status] => 1 [credit] => Ace & Tate has Launched a Sunglasses Campaign … With No Shades [credit-text] => ARTICLE: [credit-link] => https://www.creativereview.co.uk/ace-tate-sunglasses-campaign/ [cc-status] => [cc] => READ MORE [cc-link] => https://www.businessinsider.com/equinox-made-me-do-it-campaign-2014-1#:~:text=The%20idea%20behind%20%22Equinox%20Made,living%20a%20more%20provoked%20life.%22 [rm-status] => 1 [rm] => [rm-link] => ) [1] => Array ( [landscape] => https://polarispacific.com/wp-content/uploads/2022/05/PP_redroomPost3_img2.jpg [portrait] => [position] => center center [caption] => Celebrate unifying experiences.
Looking out toward the experiential service world, Equinox’s “Made Me Do It” Campaign forgoes smiling gym bunnies in favor of showing the unexpected experiences from their active lifestyle—shaved heads, black eyes, and ice baths. Since homeownership is filled with universal experiences too, there's an opportunity to connect with buyers by showing them what they get beyond living space and a decent investment. Let's show them all the amazing life experiences they get after upgrading from renting. [credit-status] => 1 [credit] => EQUINOX MADE ME DO IT CAMPAIGN [credit-text] => ARTICLE: [credit-link] => https://www.businessinsider.com/equinox-made-me-do-it-campaign-2014-1#:~:text=The%20idea%20behind%20%22Equinox%20Made,living%20a%20more%20provoked%20life.%22 [cc-status] => [cc] => [cc-link] => [rm-status] => 1 [rm] => [rm-link] => ) [2] => Array ( [landscape] => https://polarispacific.com/wp-content/uploads/2022/05/PP_RR3_hbo.jpg [portrait] => [position] => center center [caption] => Make an impact on the community.
To promote their latest show Winning Time: The Rise of the Lakers Dynasty, HBO transformed a public court with a Laker-themed treatment and series-inspired mural. Why not do the same by making an unmissable physical impact on your project’s home turf? Afterall, real estate is a physical business, but a building’s presence takes years to realize. This is a chance to get “real” a little sooner, making your marketing more tangible while giving back to the community at the same time. [credit-status] => 1 [credit] => INSTEAD OF A BILLBOARD, HBO REFURBISHED A BASKETBALL COURT TO PROMOTE "WINNING TIME" MINISERIES [credit-text] => ARTICLE: [credit-link] => https://popculturista.com/p/instead-of-a-billboard-hbo-refurbished-a-basketball-court-to-promote-winning-time-miniseries [cc-status] => [cc] => [cc-link] => [rm-status] => 1 [rm] => [rm-link] => ) [3] => Array ( [landscape] => https://polarispacific.com/wp-content/uploads/2022/05/PP_RR3_4.jpg [portrait] => [position] => center center [caption] => Connect with them through their interests.
For their Fifth + Columbia building, Vancouver BC-based Rendition Developments connected with buyers over a shared passion for music. Working with a local producer they recorded a whole album. But not any album—one with songs by neighborhood musicians. They shared it with prospective buyers not only as a Spotify playlist, but as an actual vinyl record. By emotionally connecting through buyer’s interests you also give yourself a high-impact way to highlight a residence’s feature—for instance, conducting a cooking class on its Gaggenau appliances. [credit-status] => 1 [credit] => MOUNT PLEASANT COMMERCIAL BUILDING PROJECT LAUNCHES WITH OWN PLAYLIST [credit-text] => ARTICLE: [credit-link] => https://vancouversun.com/business/real-estate/mount-pleasant-commercial-building-project-launches-with-own-playlist [cc-status] => [cc] => [cc-link] => [rm-status] => 1 [rm] => [rm-link] => ) [4] => Array ( [landscape] => https://polarispacific.com/wp-content/uploads/2022/05/PP_RR3_5.jpg [portrait] => [position] => center bottom [caption] => Spotlight the contributors.
There are layers of stories behind everything we experience in life. For their “Discover the Originals” Campaign, Sweden’s tourism bureau embedded extra meaning in Swedish points of interest by highlighting the ones familiar Ikea products are named after. Did you know those were places? This reminds us that when buyers see our buildings they're missing the deeper meaning we see. Let's add value by sharing the colorful history of the area, our location’s unique natural and cultural highlights, and stories of the people that helped bring our building to life. [credit-status] => 1 [credit] => VISIT SWEDEN CAMPAIGN REVEALS THE TOURISM GEMS BEHIND IKEA PRODUCT NAMES [credit-text] => ARTICLE: [credit-link] => https://www.creativereview.co.uk/visit-sweden-campaign-tourism-ikea/ [cc-status] => [cc] => [cc-link] => [rm-status] => 1 [rm] => [rm-link] => ) [5] => Array ( [landscape] => https://polarispacific.com/wp-content/uploads/2022/05/PP_RR3_6.jpg [portrait] => [position] => center center [caption] => Make it inclusive and relatable.
Even if we’re not the same, there are things we universally share, like our enjoyment of vacation with loved ones. That insight shaped Airbnb’s “Strangers Aren’t Bad” Campaign, encouraging homeowners to list their properties on the platform. To normalize strangers, a furry, faceless bigfoot family reminded homeowners of the relatable qualities of vacationing. Applying this thinking, instead of making ownership feel exclusive and inauthentic, we should celebrate the natural enjoyment for daily life we all share and connect with buyers on a relatable human level. [credit-status] => 1 [credit] => STRANGERS AREN’T SO BAD, SAYS AIRBNB’S LATEST CAMPAIGN [credit-text] => ARTICLE: [credit-link] => https://www.creativereview.co.uk/airbnb-strangers-campaign/ [cc-status] => [cc] => [cc-link] => [rm-status] => 1 [rm] => [rm-link] => ) )
It’s easy to focus on what we’re selling and forget what buyers are looking for in the first place. That’s why we found Ace & Tate’s “Bring on the Sun” Sunglasses Campaign so impactful. It’s marketing without even showing the product. We just see squinting faces in the glaring absence of a good pair of shades. It reminds us buyers aren’t looking for a specific offering. They’re looking to fulfill needs like another bedroom, better schools, or a shorter commute. Instead of selling your building as the best option, why not prove it's the perfect solution. [credit-status] => 1 [credit] => Ace & Tate has Launched a Sunglasses Campaign … With No Shades [credit-text] => ARTICLE: [credit-link] => https://www.creativereview.co.uk/ace-tate-sunglasses-campaign/ [cc-status] => [cc] => READ MORE [cc-link] => https://www.businessinsider.com/equinox-made-me-do-it-campaign-2014-1#:~:text=The%20idea%20behind%20%22Equinox%20Made,living%20a%20more%20provoked%20life.%22 [rm-status] => 1 [rm] => [rm-link] => ) [1] => Array ( [landscape] => https://polarispacific.com/wp-content/uploads/2022/05/PP_redroomPost3_img2.jpg [portrait] => [position] => center center [caption] => Celebrate unifying experiences.
Looking out toward the experiential service world, Equinox’s “Made Me Do It” Campaign forgoes smiling gym bunnies in favor of showing the unexpected experiences from their active lifestyle—shaved heads, black eyes, and ice baths. Since homeownership is filled with universal experiences too, there's an opportunity to connect with buyers by showing them what they get beyond living space and a decent investment. Let's show them all the amazing life experiences they get after upgrading from renting. [credit-status] => 1 [credit] => EQUINOX MADE ME DO IT CAMPAIGN [credit-text] => ARTICLE: [credit-link] => https://www.businessinsider.com/equinox-made-me-do-it-campaign-2014-1#:~:text=The%20idea%20behind%20%22Equinox%20Made,living%20a%20more%20provoked%20life.%22 [cc-status] => [cc] => [cc-link] => [rm-status] => 1 [rm] => [rm-link] => ) [2] => Array ( [landscape] => https://polarispacific.com/wp-content/uploads/2022/05/PP_RR3_hbo.jpg [portrait] => [position] => center center [caption] => Make an impact on the community.
To promote their latest show Winning Time: The Rise of the Lakers Dynasty, HBO transformed a public court with a Laker-themed treatment and series-inspired mural. Why not do the same by making an unmissable physical impact on your project’s home turf? Afterall, real estate is a physical business, but a building’s presence takes years to realize. This is a chance to get “real” a little sooner, making your marketing more tangible while giving back to the community at the same time. [credit-status] => 1 [credit] => INSTEAD OF A BILLBOARD, HBO REFURBISHED A BASKETBALL COURT TO PROMOTE "WINNING TIME" MINISERIES [credit-text] => ARTICLE: [credit-link] => https://popculturista.com/p/instead-of-a-billboard-hbo-refurbished-a-basketball-court-to-promote-winning-time-miniseries [cc-status] => [cc] => [cc-link] => [rm-status] => 1 [rm] => [rm-link] => ) [3] => Array ( [landscape] => https://polarispacific.com/wp-content/uploads/2022/05/PP_RR3_4.jpg [portrait] => [position] => center center [caption] => Connect with them through their interests.
For their Fifth + Columbia building, Vancouver BC-based Rendition Developments connected with buyers over a shared passion for music. Working with a local producer they recorded a whole album. But not any album—one with songs by neighborhood musicians. They shared it with prospective buyers not only as a Spotify playlist, but as an actual vinyl record. By emotionally connecting through buyer’s interests you also give yourself a high-impact way to highlight a residence’s feature—for instance, conducting a cooking class on its Gaggenau appliances. [credit-status] => 1 [credit] => MOUNT PLEASANT COMMERCIAL BUILDING PROJECT LAUNCHES WITH OWN PLAYLIST [credit-text] => ARTICLE: [credit-link] => https://vancouversun.com/business/real-estate/mount-pleasant-commercial-building-project-launches-with-own-playlist [cc-status] => [cc] => [cc-link] => [rm-status] => 1 [rm] => [rm-link] => ) [4] => Array ( [landscape] => https://polarispacific.com/wp-content/uploads/2022/05/PP_RR3_5.jpg [portrait] => [position] => center bottom [caption] => Spotlight the contributors.
There are layers of stories behind everything we experience in life. For their “Discover the Originals” Campaign, Sweden’s tourism bureau embedded extra meaning in Swedish points of interest by highlighting the ones familiar Ikea products are named after. Did you know those were places? This reminds us that when buyers see our buildings they're missing the deeper meaning we see. Let's add value by sharing the colorful history of the area, our location’s unique natural and cultural highlights, and stories of the people that helped bring our building to life. [credit-status] => 1 [credit] => VISIT SWEDEN CAMPAIGN REVEALS THE TOURISM GEMS BEHIND IKEA PRODUCT NAMES [credit-text] => ARTICLE: [credit-link] => https://www.creativereview.co.uk/visit-sweden-campaign-tourism-ikea/ [cc-status] => [cc] => [cc-link] => [rm-status] => 1 [rm] => [rm-link] => ) [5] => Array ( [landscape] => https://polarispacific.com/wp-content/uploads/2022/05/PP_RR3_6.jpg [portrait] => [position] => center center [caption] => Make it inclusive and relatable.
Even if we’re not the same, there are things we universally share, like our enjoyment of vacation with loved ones. That insight shaped Airbnb’s “Strangers Aren’t Bad” Campaign, encouraging homeowners to list their properties on the platform. To normalize strangers, a furry, faceless bigfoot family reminded homeowners of the relatable qualities of vacationing. Applying this thinking, instead of making ownership feel exclusive and inauthentic, we should celebrate the natural enjoyment for daily life we all share and connect with buyers on a relatable human level. [credit-status] => 1 [credit] => STRANGERS AREN’T SO BAD, SAYS AIRBNB’S LATEST CAMPAIGN [credit-text] => ARTICLE: [credit-link] => https://www.creativereview.co.uk/airbnb-strangers-campaign/ [cc-status] => [cc] => [cc-link] => [rm-status] => 1 [rm] => [rm-link] => ) )
