Channel Point
A New Regional Luxury Resort-Style Property Management
A customer focused living experience in an coastal oasis
The idea of living somewhere is very personal and that thought is why we focus on the customer first.
The Channel Point’s Residence range in age but share similar thoughts, such as the feeling of ownership, peace and solitude. The driving feeling behind the inspiration is bliss with a touch of boldness. To drive home the idea of an oasis, a beautiful place to reside along the Pacific amidst the hustle and bustle of busy Los Angeles. Featuring modern inspirations, simple angular graphics, and patterns that support the feeling of trust and longevity. Heavy material inspiration around natural elements such as wood and metal to show modern flair with a tribute to california’s coast (outdoors).
With so many living options in Southern California, how do we differentiate?
A customer centric mindset was the core pivot that led to successThe client is in a competitive market that has little corners to cut and usually tight funding. Our goal was to focus on what the client already had but maximize on its potential. Given the problem is vast, to create a living experience that is unmatched. However there was one very big caveat, there was no ability to increase funding. We needed to work with what we already had.
The client owns two different properties along the southern California coast. Both fairly recently renovated but their marketing and material was severely dated and didn’t match their newly remodeled properties.
Focusing on the customer was the important data point we landed on after careful analysis
We carefully collected data on the current residences as well as researched the future resident that the client wanted to focus on.The client had recently renovated both properties and were only open to slight modifications to the physical buildings. Our concentration was spent on the experience, as that seemed like the biggest gap missing.
We started with the digital experience, especially around fostering a easy-to-approach website and inquiry process. We wanted to bring down the barrier to entry so we could broaden our perspective clientele. One of our initial goals when starting out was to attract a higher-income resident. We needed to ensure our solutions were primed for these audience, so we needed data on our current and target audiences.
Other channels that we aim to improve included the social media outlets, as the client didn’t have any marketing or accounts set up. We also wanted to ensure the physical experience matched the digital, so our residents didn’t feel a disconnect. Our focus was on the front entry way, the driveway up to the property, and redoing the pool area to match.
We didn’t want to only focus on the marketing material or overhauling some of the physical experience but also wanted to ensure every new resident felt happy about their decision. Reinforcing the initial decision was important but also focusing on a way to consistently reinforce that “warm” feeling throughout their time to ensure maximum retention rate was paramount.
From apartment complex to complete living experience in the heart of an oasis.
The insights were clear, focus on the customer and provide a living experience and not just a place for a bed and to park there car.Our new brand marketing lifted the digital experience and overhauled the physical experience. We focused on giving the current and future residents a place they feel confident in calling home.
The new website gave life to the completely remodeled complexes. The social media marketing spread the word on the living experience. And the new brand messaging gave life and energy behind the properties that attracted a higher quality customer which is helping the client lead to higher quality experiences and future property plans that will continually bring a higher ROI.
We focused on surveying and collecting data so the pivot was easily done with little risk. Our goal was to ensure the client had the ability to continually produce marketing material in house at scale.
One of our biggest wins was the discovery of creating a “welcome kit” that each and every resident would be welcomed with upon entry into their new home. This was a way for us to capitalize on that new home feeling people have when moving in to a new place and continuing it onward to ensure maximum retention.
New
Website overhaulNew
Brand and identityRemodeled
Front entryIntroduced
Welcome Kit
