It’s hard to walk around in Oakland without noticing another new apartment building under construction. Before long, leasing offices will open and we will have thousands of new neighbors. How well will these new folks integrate into the fabric of existing communities? Will they shop in local stores? Join neighborhood cleanups? Do they plan on sticking around, or moving out to the suburbs when they need more space? What expectations do they have for the neighborhood?
Marketing and leasing professionals play an influential role in deciding how buildings and neighborhoods are presented to newcomers. Through their slick brochures, well-appointed leasing offices, and apartment websites, these professionals curate first impressions for prospective tenants.
But take a look at the websites of the newest developments in town and you’ll notice there’s a problem. Marketing specialists and “Community Managers” are brought in to coordinate the lease-up, branding and marketing for the building, but their strategies illustrate a lack of connectivity and sensitivity to the surrounding area. And it shows.
Fortunately, with a few adjustments, leasing activities can contribute to building a more cohesive neighborhood. If you are a marketing professional, leasing agent, or Community Manager, follow this guide to help bridge the divide between upscale leasing offices and local neighborhoods.