What are your favourite property names? This little string of letters represents the brand identity, culture, and lifestyle of a property. Did you know there was a lot of brainstorming, research, and planning involved? In real estate development, naming your property is just as important as the property itself. A well-thought name can help your property stand out, communicate its unique attributes, and ultimately drive sales. In this article, we will guide you through the process of naming your real estate property.
Step 1: Taking the Brief and Client Interview
The key to completing any successful task is to get the brief right! Make sure your naming brief document has all the questions you need to get a deep understanding of the product and the client. Always have a creative team member when taking down the brief. Interview the client and ask the right questions to understand their vision for the development.
Step 2: Study the Property
It is important to know what makes a property unique and what sets it apart from other projects in the area. Choosing a name that represents your property’s personality and appeals to your target market will be easier with these tips.
Analyze Key Brand Attributes
What makes this property unique? What are its selling points? These attributes will form the basis for your naming strategy and ensure that your name accurately reflects the property’s strengths.
Questions to ask:
– What is the energy or the vibe that you want to give out?
– What are the key selling points?
– What is the pricing of the property?
– How exclusive is the property?
– Does the property belong to any established brand and therefore need to follow their brand guidelines?
– What are the unit mix and the property type?
– Does the property feature conscious building and sustainable living?
Get a Grip on the Target Audience
Knowing your target audience is crucial when choosing a name for your real estate project. You need to know who your buyers are and what they are looking for. Are they young professionals or families? Are they looking for a luxury property or a more affordable option? Understanding your target audience will help you choose a name that resonates with them and makes them feel like your project is the perfect fit.
Questions to ask:
Predominantly, what nationalities are you trying to attract?
Are you targeting families, professionals, or both?
What kind of amenities does the property offer?
Is the property meant for buyers to live in or is it more of an investment property?
What’s the Project Location?
If your project is located in the heart of a city, you may want to choose a name that reflects the vibe. If your project is located in the suburbs, you may want to choose a name that reflects the quiet and peaceful nature of the area.
Questions to ask:
– Is location part of your key USPs?
– What kind of views does the property have?
– Is the location part of any historical, iconic, or famous destination?
– Would you classify the property as being situated in an urban or suburban area?
How are the Aesthetics and Design?
When selecting a name for your project, it’s crucial to take into account its aesthetics and design. For instance, if your project embodies a contemporary design, you might opt for a name that complements its modernism. Conversely, if your project follows a conventional design, you may prefer a name that resonates with its classicism.
Questions to ask:
– Are there any popular architects or designers involved?
– Does the property use sustainable materials?
– What style of design does the property belong to?
– Does it fall in the more functional category or design-first category?
– Does the property come with designer furniture and decor?
What’s the Ideal Lifestyle?
Out of all the above-mentioned factors, lifestyle can be considered the most important factor to study when naming a property. This very wide spectrum needs to be mapped to arrive at a name that resonates with potential buyers.
Questions to ask:
– Is the property set in a serene community for nature lovers?
– Does it have amenities that attract fitness enthusiasts?
– What level of privacy does the property promote?
– Is it located in a high-end or posh neighborhood?
– What kind of shopping and dining outlets are available in the neighborhood?
– Is it situated close to the city, giving priority to convenience?
Step 3: Brainstorm Ideas
With a clear understanding of the property and its key brand attributes, it is time to start brainstorming name ideas. Begin by selecting three to four categories or themes for your names. It could be anything, based on your product studies, like nature, art, location, celestial bodies, monuments or even made-up words. Next, begin your research and come up with options in each category that accurately capture the property’s essence.
Step 4: Evaluate Your Name Ideas
Once you have a list of potential names, it is important to evaluate them carefully to ensure they meet your branding and marketing objectives. Consider the following factors:
Phonaesthetics: A good name should be easy to say and remember. Consider how the name sounds when spoken aloud and how different audiences might pronounce it. You will have to consider the languages of your primary target audience and make sure the name is pronounceable, has an appropriate meaning, and can be written correctly in those languages.
Connotations: Be sure to research the connotations of the name in different languages and cultures. You would want to make sure that the name does not have any negative connotations or associations in the languages of your key target audience.
Visual Impact: Consider how the name will look in a wordmark or signage. A good name should be visually appealing and easy to read.
Length: A good name should be concise and easy to remember. Avoid names that are too long or difficult to pronounce.
Uniqueness: It is important to choose a name that is unique and stands out from the competition.
Step 5: Test Your Name
Before finalizing your name, it is a good idea to test it with your target audience. Conduct focus groups or surveys to gauge how well the name resonates with potential buyers. This feedback can help you make any necessary adjustments to ensure the name accurately represents the property and appeals to its target audience.
Let’s Name Your Property!
PIXL has extensive experience in branding and marketing within the real estate industry. Our team has a deep understanding of the industry’s trends and customer preferences, which allows us to create effective and impactful names that capture the essence of our client’s properties. With our expertise and creativity, we can help our clients differentiate themselves from their competitors and create a lasting impression in the minds of their target audience. Reach out if you would like to learn more!