In the property sector, building physical spaces is only half the job. The other half is building social connections and trust. Communities are no longer passive stakeholders – they’re vocal, informed, and deeply invested in decisions that affect their neighbourhoods.
When developers actively engage communities, they achieve more than just compliance; they spark momentum, enthusiasm, and support. And with 77% of marketing leaders saying a strong brand is critical to their growth plans1 – it’s fundamental to success to explore ways to bring the diversity and uniqueness of your projects to life through brand storytelling.
Why?
Locals typically have an intrinsic understanding of their area’s identity, needs, and opportunities. By involving them developers gain unique insights that data cannot provide. For instance:
- What facilities do they truly need?
- How do they feel about the area’s growth?
- Which elements of their neighbourhood’s character do they want preserved?
These insights help create projects that feel authentic, relevant, and sustainable for the long term.
So what is the role of storytelling?
While engaging communities lays the groundwork for trust, storytelling breathes life into places, turning mere spaces into destinations people connect with on an emotional level.
Consider this question – what makes one place stand out over another? Often, it’s not the physical attributes alone but the stories that make people care about why it exists.
Beyond bricks and mortar, storytelling gives a heart to your project. It allows potential buyers, investors, and residents to picture their future in the space while simultaneously preserving the soul of the community. For example, instead of marketing a “new housing complex with 200 units,” share the story of the new families who will call it home, the local businesses it will support, and the past narratives it respects. Approach storytelling less as selling and more as fostering emotional investment.
Many revived Docklands neighbourhoods in global cities frequently tie their appeal to the narrative of rebirth and reinvention of heritage spaces. Place branding like this resonates with prospective residents and tourists alike, creating emotional alignment and memories that go beyond brick designs – it’s the story your brand tells that lingers in people’s minds. Some properties become icons through masterful storytelling. The branded residences sector globally is growing exponentially and can now be found in almost every major city and major holiday destinations. Over the past ten years, the sector has grown by over 150%, and the pipeline of future branded residences remains strong2.
A compelling narrative doesn’t end once you’ve achieved occupancy rates or the build is complete. The sense of identity and shared purpose your story creates helps nurture long-lasting community loyalty. Residents are more likely to form close-knit connections, and businesses are more likely to thrive. Encouraging locals, tenants, and visitors to contribute their personal stories to community campaigns and marketing materials. By tapping into these organic narratives, developers deepen the authentic connections between a place and its people.
Bolton Council worked with the housing association ‘Bolton at Home’ to reduce unemployment and deprivation through community engagement and support programmes.
By leveraging the emotive quality of storytelling and genuine community engagement, property developers can build brands that resonate long-term and gain true community support for their projects. Engaging with local communities and weaving compelling storytelling into development branding aren’t just a “nice-to-have” but a critical part of success. In terms of planning approvals, there has been a significant decline in the number of new residential property schemes granted planning consent.
Recent data from England’s district-level planning authorities across the period of January to March 2024 shows a continued decline in planning approvals. The number of new residential property schemes granted planning consent dropped by 3% compared to the same period in 20233. This trend underscores the critical need for developers to engage with local communities and build strong brands to navigate the increasingly challenging planning landscape.
We help brands of any size, in any sector, define who they are and how they’re seen. Our work spans perception audits, brand identity, positioning, and campaign strategies, ensuring your brand makes an impact from launch to every interaction. From energy and water to property and beyond, we create brands people believe in.
Keen to find out more? Check out our service here.
References:
