How do you market high rise living in a block of flats?
How do you go about marketing high rise living for a block of flats dating back to the 1950s, 1960s and 1970s? Simply it’s about changing the mindset of viewers!
High rise flats – 21st century living in a block of flats
Whilst quite a few of these old tower blocks have since been bulldozed you will still find a good number of them in existent. In fact, you will find organisations like housing associations who have invested millions of pounds in them bringing them up to scratch for the 21st century.
Some of our own work has been spent sitting down with such organisations and outlining how they go about their approach to the marketing of high rise living. In many cases they will want to change the criteria of the applicants. Why? Because they have spent a great deal of money and they will want to see a return on their investment. Not only that, but following on from the credit crunch many housing providers are keen to target those looking to leave home for the first time. So a lot of these high rise schemes will now also been aimed at them.
The transformation of a high rise block of flats
The transformation differs depending on the budget, the scheme and its objectives. You will find that a lot of these sold high rise structures have been fully modernized. The flats themselves have been refurbished to a very high standard becoming of any new build apartment block.
The trouble is the stigma that was previously attached to such high rise living in the years gone by. Many were seen to encourage social problems. Most people nowadays will be able to see past this once they are able to view such property. They will be able to see the modernized entry area, the enhanced security features as well as the neutral décor amongst other things. The success of being able to do this depends on how you go about marketing tower block living.
High rising living – how to market a block of flats that’s been refurbished
To be able to market high rise living aimed at a new group of people you need to focus the strengths of your development. Is it the fact you have upgraded the CCTV and have a 24×7 security team in place? Is it the modernisation of the flats or apartments? Or is it the fact that what you get is much more value for money than similar properties on the market? This will depend on what your objectives were before you started your tower block refurbishment.
What is your reason for redevelopment of a block of flats? This is important as you need to know what your goals are. What sort of people are you looking to attract? Why this group of people? What other properties are you in competition with? These are just some of the things you should be focusing on when looking to redevelop and market living in a high rise block of flats to a new generation. If you have planned and executed this effectively it should help to overcome any stigma that is attached to such high rise living.
For more information about marketing your high rise block of flats please feel free to get in touch for more details.
How have you marketed your high rise block of flats? Was it a success?