Development Practices for the Next Decade
Part One: Signs, Signs, Everywhere Signs
By: Kristian Kelley
As we approach the recovery of the real estate market here
in the Valley as well as across the World, I thought it would
be beneficial to examine some development practices whose
time has come and gone. In this series of posts we will discuss
simple things we can do to slightly benefit our built
environment that will have profound and lasting affect to the
communities we call home.
The first practice we need to look at is subdivision and community
branding. From a marketing perspective it seems simple, create a
name that will conjure pleasant imagery in your customers minds,
thereby enticing them to live or shop in a magical mystical land of
make believe. Homebuilder marketing will tell us that one of the top
things home shoppers are looking for is a trail system. This is why I
live in a neighborhood that has been dubbed by a high paid
marketing firm, “The Trails”. Great name, until you are made aware
of the glaring fact that there isn’t a trail within 2 miles of here. This
small detail didn’t stop the Builder from using this name, nor did my
fellow buyers ever question the name. We all just felt so good about
living in a place with such a lovely name that conjured up images in
our minds of long walks in the country, holding hands with our loved
ones, little Billy learning to ride his bike under the shade of an old
oak tree grove, maybe we will have a nice glass of ice cold lemonade
when we arrive home.
Branding is necessary and has its place in the development
industry. What is objectionable is the permanent fixed
monumentation that forever binds a community and its residents to a
marketing campaign. These structures remain for hundreds of years
with their dried up and dead annual beds, half of the letters missing
in the graphics, dated materials damaged and weather stained, and
a name that forever reflects the lack of creativity of the
Builder/Developer. How many different ways can we use the word
“Vista”? The goal should instead be timelessness.
The solution is not all that difficult to implement. When planning the
next physical manifestation of Heaven on Earth, rethink the entry as
a landmark within the overall city or simply as a beautiful extension of
the city with a seamless blend of vegetation and character.
Placement of temporary marketing signs may act as the branding
tool through the sales and build out process. They can even use the
name “The Trails” if they so desire. When the last home is sold, the
temporary sign is removed and the residents of the new community
begin to define the place with there own lives and provide a new
cognitive brand identity for themselves, no signage needed.
I would love for this to become a discussion as this is the opinion of
one designer. Also, if you have examples of this marketing method
in practice that you could share please visit the discussion on Planit
Design Studio’s Facebook Fan Page.
Part One: Signs, Signs, Everywhere Signs
By: Kristian Kelley
As we approach the recovery of the real estate market here
in the Valley as well as across the World, I thought it would
be beneficial to examine some development practices whose
time has come and gone. In this series of posts we will discuss
simple things we can do to slightly benefit our built
environment that will have profound and lasting affect to the
communities we call home.
The first practice we need to look at is subdivision and community
branding. From a marketing perspective it seems simple, create a
name that will conjure pleasant imagery in your customers minds,
thereby enticing them to live or shop in a magical mystical land of
make believe. Homebuilder marketing will tell us that one of the top
things home shoppers are looking for is a trail system. This is why I
live in a neighborhood that has been dubbed by a high paid
marketing firm, “The Trails”. Great name, until you are made aware
of the glaring fact that there isn’t a trail within 2 miles of here. This
small detail didn’t stop the Builder from using this name, nor did my
fellow buyers ever question the name. We all just felt so good about
living in a place with such a lovely name that conjured up images in
our minds of long walks in the country, holding hands with our loved
ones, little Billy learning to ride his bike under the shade of an old
oak tree grove, maybe we will have a nice glass of ice cold lemonade
when we arrive home.
Branding is necessary and has its place in the development
industry. What is objectionable is the permanent fixed
monumentation that forever binds a community and its residents to a
marketing campaign. These structures remain for hundreds of years
with their dried up and dead annual beds, half of the letters missing
in the graphics, dated materials damaged and weather stained, and
a name that forever reflects the lack of creativity of the
Builder/Developer. How many different ways can we use the word
“Vista”? The goal should instead be timelessness.
The solution is not all that difficult to implement. When planning the
next physical manifestation of Heaven on Earth, rethink the entry as
a landmark within the overall city or simply as a beautiful extension of
the city with a seamless blend of vegetation and character.
Placement of temporary marketing signs may act as the branding
tool through the sales and build out process. They can even use the
name “The Trails” if they so desire. When the last home is sold, the
temporary sign is removed and the residents of the new community
begin to define the place with there own lives and provide a new
cognitive brand identity for themselves, no signage needed.
I would love for this to become a discussion as this is the opinion of
one designer. Also, if you have examples of this marketing method
in practice that you could share please visit the discussion on Planit
Design Studio’s Facebook Fan Page.