LANTOWER RESIDENTIAL

redefining corporate branding.

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Lantower Residential, located in Dallas, TX, is a vertically integrated real estate company with a focus on acquiring, financing, and managing multifamily communities in the U.S. In 2017, Lantower Residential launched its property management division: Lantower Luxury Living (LLL).

During my time at Lantower, my boss encouraged me to explore any department and brainstorm ways to optimize operations. As a designer, I was drawn to marketing and found that there were opportunities to expand the scope of the department. Here is what I found!

problem

HOW MIGHT WE promote positive interaction, resident retention, and strong community identity across all Lantower properties?

 

style guide

In the corporate office, the marketing department would manage marketing efforts for Lantower Residential as well as Lantower Luxury Living’s (LLL) individual properties. As I worked closely with the marketing director, I noticed there was a lack of brand identity and consistency across all 24 of the Lantower properties. In order to advise property level staff regarding marketing within the Lantower brand, I gathered scattered company information to make a style guide/cheat sheet for Lantower.

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projects

Now that I had an established style guide, there were two projects I was going to take on —

Lantower Residential — Create an online presence for the parent company that communicates the company’s impressive portfolio of multifamily communities while also conveying company culture and growth.

Lantower Properties (LLL) — Create a unified brand identity across all properties + create guidelines for property staff in order to maximize engagement and brand awareness amongst their local community. 

 

lantower residential

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The Instagram portfolio needed to be precise and welcoming to users. Although the project was time intense, we were able to establish a unique brand identity that Lantower Residential will use moving forward as they expand.

Take a look at my work live on the Instagram right now!

I designed all the graphics below in accordance with the style guide while making sure the message conveyed through the posts were in line with the goals of Lantower Residential, the investment & portfolio management side of Lantower.

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 lantower properties

For each of the Lantower properties, the social media is managed by the property staff. Although the corporate office provides marketing calendar and graphics — the content that goes on Instagram and Facebook was up to their own digression.

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instagram marketing

As I explored each of the properties social media, I discovered that Instagram Stories per property were untapped marketing potential.

Current Instagram culture promotes short 24 hour content on social accounts that can be archived the “Highlights” — the content is then viewable at any time.

In accordance with the style guide and Lantower property values, the marketing team categorized all property related content into these key groups: local focal, events, pets, amenities, and floor plans.

By centering property social media activity around these core ideas, we were able to set weekly guidelines and goals for property staff to consistently generate valuable marketing content.

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Standardizing marketing guidelines across all properties created more unity across Lantower platforms for prospective and current tenants. In addition, the new system would hold property staff accountable for lack of productive marketing efforts.

#lantowerfamily #livinglantower

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The goal of this project was to build a stronger lantower community that would translate into happier residents, increasing resident retention as unifying the narrative of Lantower and its communities.

As you can see above, the company content is accessible and is a great marketing tool for prospective residents looking to get more information on a property.

 

reflection

If given more time and resources, the next steps during my internship would have been to create a training guideline for the marketing department in order to better educate staff on the correct techniques and usage of social media. In addition, I would have liked to look into non-social media outlets of marketing to gauge which other resources are not being used to their full potential.