Leaning into Community Identity: Branding Beyond the Building

Marketing a property is about building a brand that creates a unique community identity.

Lynnette Morgan, leasing professional with Rookwood Properties, joins the podcast to discuss what “community identity” means for apartment living; how a property’s location, architecture, and resident demographic shape its identity; and how to translate identity into marketing materials.

Lynnette further explores how resident events and community engagement reinforce identity over time, and the difference between branding a luxury high-rise like 1010 On The Rhine versus a quirky, vintage garden-style property. Finally, she provides advice for anyone attempting to rebrand a community with an outdated identity.

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You can learn more about Lynnette Morgan on LinkedIn, and Rookwood Properties on the company’s website.

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