Turning architecture and ideas into compelling brands and high-performing real estate

Throughout the arduous process that is real estate development, Red Propeller most often plays the role of consumer advocate. In the end, our clients are creating a real estate experience for paying customers with discriminating tastes and opinions. Our approach was crafted to bring market and consumer insights to our developer and real estate management clients with strategies, brands and marketing campaigns that turn tenant prospects into full fledged fans (not simply residents).

By the numbers

  • Advised on over 55,000 apartments, condominiums, resort communities and single-family homes.
  • 85 cities across North and Central America, including Mexico, Canada and the Caribbean.
  • Propelled over $15B in real estate value.
  • 75% residential.
  • 25% commercial + large scale mixed use + municipal.
  • 100% real estate placemaking, marketing and sales.

Our Approach

Our approach is nuanced for new construction and renovation/repositioning efforts, whether for-rent, for-sale or commercial use:

Project Vision

Project Vision

Early on in a project’s lifecycle its core principles arise. We believe standout projects have a defined vision and positioning strategy to guide development decisions. Whether you are in due diligence or early schematic design, we leverage current and projected market and real estate conditions to define a unique positioning strategy to create a standout product for a targeted audience. Our approach utilizes insights into existing and pipeline competitive product, employment and lifestyle trends, and factors influencing growth and change in the neighborhood. Using a highly collaborative and consumer-focused method, we identify the target audience(s) you can be most successful attracting and design a positioning strategy and vision statement to drive future design and marketing decisions.


What

  • Determine target audience
  • Identify competitive opportunities
  • Create the story
  • Define the real estate product

How

  • Market Audit
  • Project Positioning Strategy

See an example
Project Strategy

Product Strategy

Using the positioning strategy as the foundation, Red Propeller consults with the development team and design team members to advance the product and service level in ways that align with target audience wants and needs. As part of this process, our team often conducts first person research to evaluate design options and test assumptions. Typically, the outcome of Red Propeller’s product strategy are recommendations on unit mix, interior character, finish level, amenities, programming and services.


What

  • Define product features
  • Identify program opportunities
  • Define character/product identity

How

  • Story Integration
  • Programming Strategy
  • Design and Character Review

See an example
Brand Development

Brand Development

What’s a product strategy if it doesn’t have a story? Designing brands and integrating their story into the consumer journey (including the built environment) is what bridges our work from real estate strategy into product marketing. Because we believe real estate is most often experienced as a consumer product, its name, story and visual expression should convey the merits of your product strategy and be relatable to your target audience. We lead that process, building a roster of brand assets that help your marketing efforts shine.


What

  • Naming
  • Define visual identity
  • Create usage guidelines
  • Craft consumer facing brand story

How

  • Name and Identity
  • Brand Book
  • Copy Deck

See an example
Marketing Strategy

Marketing Strategy

In concert with the developer’s revenue and absorption goals, Red Propeller designs marketing programs to connect prospective customers with the brand and product. Our approach utilizes a blend of industry best practices, proven multi-channel marketing strategies and the right infusion of creative energy and bold ideas so your brand stands out and commands attention. We approach marketing plans with the intent on raising brand awareness and generating new, high quality leads. Its form brings together strategies, tactical plans, budgets, and staffing plans to ensure the campaign can be executed effectively and within the framework of your team and pro-forma.


What

  • Campaign, launch and lease-up plan
  • Traffic driving tactics and initiatives
  • Budget
  • Overall schedule and success metrics

How

  • Campaign, launch and lease-up plan
  • Traffic driving tactics and initiatives
  • Budget
  • Overall schedule and success metrics

See an example
Sales & Marketing

Sales & Marketing Management

The best laid plans cannot be fulfilled without the right team generating leads and closing sales. As a marketing campaign manager, Red Propeller can run the day-to-day aspects of your marketing campaign, ensuring it is executed on time and within budget. This includes management of creative resources needed to build and deploy your marketing toolset. Websites and digital tools to print and signage. In the case of real estate sales, our brokerage manages sales agents as they convert leads into buyers and eventually influencers.


What

  • Advertising and PR
  • Marketing tool development
  • Sales / Leasing program

How

  • Marketing Oversight and Management
  • Partner / Vendor Contracting & Management
  • Sales Management / Brokerage
  • Budget Tracking

See an example
Leasing & Sales Team Training

Leasing & Sales Team Training

Great marketing can turn a fan into a prospective customer, however it takes great sales talent to turn prospects into converts and proud ambassadors. At Red Propeller we know as well as anyone how often our most precious real estate assets get handed off to skilled, yet inadequately equipped sales agents and leasing professionals. Our philosophy is that humans crave a good story, and your sales team’s top priority should be to deliver a compelling one. One that moves well beyond features and benefits to find a deeper meaning that connects your brand, your product and its value to the rational and emotional buyer mindset. Red Propeller’s training philosophy was born out of these beliefs and makes learning your product’s story fun, interactive, memorable, and inspiring.


What

  • Message Training
  • Tour Path Development
  • Prospect Experience Improvement Recommendations

How

  • Storyselling Courses
  • Full-Day Immersion Workshops
  • Team Building & Role Playing
  • New Team Onboarding

See an example
Project Vision
Schematic Design
Design Development
Product Strategy
Construction Design
Construction
Brand Development
Marketing Strategy
Prelaunch
Sales & Marketing Management
Active Sales/Leasing
Leasing & Sales Team Training