Branded residential properties have become more desired now than ever. Think about the brands you associate with, the airline you fly, the hotels you select, or the credit card you choose. Successful brands accurately reflect their high-quality standards, corporate culture, historical accomplishments, or social priorities – often all of the above. The power of brand alliances has proven to be an extremely successful strategy for real estate developers in the luxury segment.
The selection of the appropriate brand is not just about reaching a faithful audience but aligning the brand aesthetic to reinforce the credibility and expectations of quality in the development’s final product. The brand also conveys a sense of anticipated style throughout the interior and architectural design, creating a familiar lifestyle appeal for those with discerning tastes.
“Adding a luxury brand affiliation to a residential offering often provides a greater sense of confidence for a buyer during preconstruction offerings,” says Laurie Andrews, President of Cotton & Company, a leading residential real estate marketing firm. “The brand association can generate a higher perceived value for the community by aligning with the brand’s quality standard and demonstrating an enhanced level of service for the end consumer. There is also an assumption of price escalation generated by the brand alignment,” adds Andrews. A variety of hospitality brands have entered into agreements with the world’s top real estate developers. Whether targeted audiences seek an energetic artistic environment, a tropical resort-style retreat, or uber-luxurious Zen living, the brand associations immediately convey the lifestyle appeal.
The Residences at The St Regis Longboat Key Resort
Alongside the planned 166-room St Regis Hotel Longboat Key, 69 ultra-private condominiums will be split across three six-story buildings. The Residences at The St. Regis Longboat Key Resort will have access to the St. Regis resort services and amenities, as well as a plethora of private residential amenities including a Gulfside pool, spa, sundeck, and wellness center. Homebuyer’s interest was driven by the expectation of the St. Regis refined elegance brand aesthetic, along with its legendary five-star service. Cotton & Company assisted Unicorp and the Michael Saunders and Company sales team to launch the community during the summer of 2020. The presale campaign resulted in over $200 Million in sales in a matter of weeks, achieving record pricing for the region.
100 Las Olas, A Hyatt Centric with Residences
Living at Kolter Urban’s 100 Las Olas in Fort Lauderdale, Florida, also means living above the Hyatt Centric® luxury hotel. For homebuyers, visiting friends and family can take advantage of the contemporary designed suites and guest rooms, just an elevator ride away. For residents and their guests, dining at the Harborwood Urban Kitchen and Bar or cocktails at the contemporary Elev8 Rooftop Bar are minutes away without ever leaving home. The mixed-use property contains 121 residences, 238 hotel rooms, and 8,500 square feet of shopping and dining. The Hyatt Centric brand represents a contemporary, urban lifestyle that appeals to real estate buyers seeking a walkable lifestyle surrounded by dining, shopping, and entertainment. Modern open concept floor plans, dynamic city and riverfront views from extra-large terraces, and an exciting downtown lifestyle proved to be a successful combination captured throughout the compelling marketing and advertising campaign developed by Cotton & Company.
Alteza Residences atop the Grand Hyatt
Located above the Grand Hyatt along the Riverwalk in San Antonio, Texas, the 140 private luxury residences at Alteza Residences Above the Grand Hyatt offered a unique lifestyle appeal. The highly transient urban address in the heart of downtown San Antonio represented an unusual offering for Texas homebuyers. The community’s private rooftop pool, 24/7 concierge, secure underground parking, views of Hemisfair Park, and access to multiple dining establishments set it apart from every other residential offering in San Antonio. The Grand Hyatt brand distinction set the level of expectation for homebuyers.
While assisting Liberty Mutual with the sellout of the final residences, Cotton & Company focused its efforts on educating Texas consumers on the advantages of a lock-n-leave lifestyle in the heart of a vibrant downtown neighborhood. San Antonio was positioned as an Up & Coming destination, supporting the buyer’s decision from both a lifestyle and investment-driven approach. With the marketing of The Alteza, the Grand Hyatt destination became the social centerpiece for the cultural and arts scene, world-class parks, endless dining, and great lifestyle investment.
According to an earlier report by Knight Frank, branded residences command an average uplift of 31% compared to equivalent non-branded properties. Laurie Andrews adds “Brand associations often provide a sense of credibility to real estate launch, resulting in earlier buyer acceptance, higher pricing, and faster absorption – all of which are important to meet presale requirements for financial lenders.”
Since 1983, Cotton & Company has been working with leading real estate developers and luxury hospitality brands. The firm has a unique understanding of the delicate balance between residential sales and the priorities of a brand in protecting its creative standards and legal obligations. With a specialization in luxury resort residential properties and lifestyle-driven communities, Cotton & Company remains hyper-focused on delivering real estate sales success while delivering next-level marketing. To view the company’s deep portfolio of successful properties, spanning from Panama to Poland, visit cottonco.com.
