Villa Bel Air
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Villa Bel Air embarked on a transformative journey to revitalize its property. The original building was built in 2012, and was obtaining below-market rents.
The current ownership group purchased the building in 2019 and wanted to revamp by repositioning and rebranding as a luxury building. The challenge for Strategxy was to transform it from an outdated and underperforming property into a sought-after luxury apartment complex. This required addressing design and branding issues to justify higher rental rates, differentiating from competitors and changing tenant perceptions.
1. Rebranding and Repositioning:
Villa Bel Air had an existing brand image that did not align with the luxury apartment market. Strategxy needed to create a new brand identity that would resonate with the desired clientele. This involved developing a new name, website, logo and marketing materials that conveyed the essence of luxury and exclusivity. Strategxy implemented a new social media manager to improve online presence, and added new signage to ensure maximum visibility and brand reinforcement for both residents and visitors. Updating photos was another essential aspect of the rebranding process. Professional photographers were hired to capture high-quality images of the property’s renovated interiors, upgraded amenities and beautiful surroundings. Curating a compelling brand story was the final piece of the rebranding puzzle. Strategxy worked on crafting a narrative that resonated with the target market and communicated the unique value proposition of Villa Bel Air.
2. Design:
Strategxy’s redesign of Villa Bel Air encompassed every aspect of the property, from interiors to exteriors, amenities, landscaping and ambiance. Collaborations with interior designers Judith Lance and Dom Concepts were made to carefully select high-quality materials, furniture and décor that would align the leasing office, front lobby, elevator site and selected furnished units with a luxurious aesthetic. A fully functional Work Lounge was created with ROOM pods for extra privacy. Strategxy updated the aesthetics of the parking garage, added sconces and a fresh coat of paint to the exterior of the building creating an upscale and desirable living environment. Strategxy also facilitated all landscaping design. The courtyard was transformed into an oasis by adding a zen garden, koi pond, olive trees, outdoor seating and multiple fireplaces for relaxing and entertaining purposes.
3. Technology:
Implementation of technology upgrades significantly betters Villa Bel Air by enhancing residents’ convenience, connectivity and sustainability. The added community-wide free WiFi system ensures seamless internet access, the fob-controlled access system improves security and convenience and the pay-to-charge EV charging system caters to the needs of electric vehicle owners. Strategxy generated the Villa Bel Air Resident App that revolutionizes the living experience for tenants by offering a multitude of services right at their fingertips. The app serves as a direct communication channel between residents and the property management, allows tenants to pay their rent online and even assists residence in booking various amenities such as dog-walking or personal training. These technology enhancements align with the expectations of a luxury living experience while also promoting a modern and eco-friendly lifestyle.
4. Marketing:
Strategxy carried out a multi-channel marketing technique by using google ad words, third party real estate sites and magazine marketing. Strategxy also established Villa Bel Air’s leasing and tenant screening.
5. Remodeling:
A strategic approach involved meticulous planning and coordination of all aspects of the remodeling project. Strategxy carefully selected architects and contractors to ensure delivery of the desired results, obtained all the necessary permits, and worked closely with the city to bring items up to code and oversee construction from start to finish.
Positioning:
Strategxy utilized marketing positioning techniques to establish the building as a luxury property by emphasizing the exquisite interior design and the exclusive services and facilities available to residents. The highly sought-after location in Bel Air was highlighted to appeal to a target market of affluent individuals. Themed floorplans named after colorful Italian landmarks were added to create a unique touch, and bring an element of charm and elegance to the property. Olive trees, sun decks, and a living pond in the courtyard created a reminiscent feeling of Mediterranean villas.
Applied Brand Principles:
Strategxy built an Italian-inspired brand story based on the existing Mediterrenean style courtyard and architecture of the building. A new logo was created with a monotone color palette to give Villa Bel Air a fresh new brand with a modern touch.
