Where Branded Swag Still Makes Sense (And Where it Doesn't)
Written by: Jules Flesner
Stop reducing your "brand" to just a logo.
A brand is how people feel after they’ve interacted with your property.
That quality has become increasingly difficult for CRE/multifamily industry marketers to influence, especially when many company org charts haven’t evolved quickly enough and teams lack the staffing and resources to improve backend systems and integrations.
If nothing else, this part is clear: logoed koozies and dog bowls are OUT. Investing in the moments that shape the customer experience is IN.
Skip: Prospect Swag
Inside the leasing or manager's office, focus on fixed and seasonal marketing materials presented in attractive frames and skip the once-popular logo swag of the past altogether.
For today's largely digital prospect journey, let strong third-party brands support the in-person experience instead.
Do not waste marketing spend on logoed pens, mugs, folders, notebooks, mouse pads, water bottles, or snack labels.
No prospect has ever chosen an apartment because they saw a branded mouse pad on their tour. And with leases now signed electronically, tangible office supplies like branded pens aren't a relevant takeaway.
Instead of wasting time and money slapping custom property labels on prospect refreshments, take advantage of a positioning opportunity. Offering a smaller selection of recognizable, higher-quality, and/or healthier product brands reinforces a more premium property brand. Prospects may buy $7.99 wine at Target themselves, but they'll still judge you for displaying it in your model unit.
For pet-friendly communities, skip logoed dog bowls and toy swag. Instead, partner with a local pet retailer to offer resident discounts or perks. It costs the property nothing while reinforcing your support for local businesses and a pet-friendly community.
Skip: Resident Swag
Property-branded resident giveaways have become another source of wasted marketing spend.
A branded tote bag or dog accessory is not going to generate resident referrals. Case in point: Have you ever seen an apartment-branded grocery tote in public and felt inspired to look them up and schedule a tour?
Residents value professional, proactive communication and flexibility.
At move-in, a $20–$25 digital Amazon gift card creates more goodwill than a $25–$50 branded, curated welcome basket. Residents get something they actually want, while properties save both staff time and money. Win-win.
Smart Spend: The Prospect’s Physical Experience
When prospects arrive, they should immediately know where they are.
Invest in exterior signage, wayfinding and accessible brand markers within sight or touch. At this stage, they are shopping your comps and imagining living at your specific community so the property name matters here, not the management company behind it. All the visible brand elements should reflect that.
For glass storefronts or leasing office windows, clearly display the property name, office hours, phone or text number and website.
Entrance mats are one of the most overlooked opportunities. A branded property name or logo on the large floor surface space should subtly signal consistency and professionalism without creating visual clutter.
Leasing office and lobby TVs are another missed branding moment. Thoughtfully curated, looped video content should strictly follow property brand guidelines and be informed by prospect guest card report data and current market trends. Use the screen to promote the neighborhood and region, with a fixed property logo watermark throughout. (Don't waste this space selling property amenities they're already there to tour… doh!) If using a QR code, ensure its placement is within reasonable reach on screen and provide the same information in a printed format nearby for accessibility.
Smart Spend: Digital Brand Continuity
Resident portals and third-party integrations introduce a dozen unfamiliar brands throughout the resident journey, from applications and lease signing to payments, maintenance requests, renewals, and move-in and move-out tasks. When the experience feels fragmented, residents become confused or uneasy. The result is brand damage for both the property and the management company.
The good news is that this brand damage is largely preventable, but it requires substantial investment in specialized oversight to audit and optimize the experience across complex systems.
For a 200-unit community, improving renewals by just 2% means four fewer move-outs. At ~$4,000 per turnover, that's about $16,000 in avoided costs, enough to justify bringing in a consultant for a $15,000 customer experience (CX) audit.
The ROI improves even more when you factor in the savings from resident swag.
The Bottom Line
A memorable brand begins forming with a prospect's very first interaction, whether that's an ILS listing, your Google Business Profile, property website, phone call, email, drive-by visit, scheduled tour, or even visiting a friend or family member who already lives at your community.
Stop ordering and storing boxes full of logoed items destined for landfills, and instead invest in the experiences prospects and residents actually remember.
Need leasing office TV video content? Property brand guidelines? Custom leasing collateral? A CX audit? Contact me for a price quote to get started.