For those familiar with our company, Gladstone Media, you know that over the past decade, we’ve serviced an array of industries, including arts, entertainment, and lifestyle brands. One area where we’ve truly flexed our marketing and media muscles is in preconstruction real estate. This industry allows us to execute the ideation of a brand from its inception—naming and strategy—through to the cultivation of assets for all media touchpoints. These range from traditional pieces like brochures, direct mail, and out-of-home signage to digital endeavors such as robust social media campaigns, digital advertising, promotional films, and project websites.
In high-rise developments, where there’s typically a higher concentration of units, marketing budgets are larger and usually require a more polished product and comprehensive strategy. This naturally attracts firms like Gladstone, known for our robust approach to marketing. We often say that hiring Gladstone Media for a typical low-rise campaign is like bringing a gun to a knife fight. What we mean by that is the multidisciplinary approach we take—our strategy and output go well beyond traditional methods. Historically, there hasn’t been a need for this level of sophistication in low-rise advertising. Many agencies have relied on cookie-cutter campaigns, as the product often sold itself. But times are changing.
As with most major cities—London, Berlin, Tokyo, Barcelona, New York, Chicago—urban infrastructure is becoming increasingly dense. For developers unwilling or unable to pay a premium for land and build vertically, the alternative is to move outside the city, where low-rise developments often make the most sense, Toronto is no different.
The single-family dwelling has never been more coveted. The competition is fiercer than ever, and as a result, the way these homes are marketed is becoming more elevated.
At Gladstone Media, we don’t take these campaigns lightly. After all, we’re not selling widgets or chocolate bars—particularly in the single-family home market, we’re marketing what is often the most expensive and important asset a person will purchase in their lifetime. Authenticity is paramount. While there are crossovers between high-rise and low-rise marketing, the narrative and story we tell in low-rise campaigns focus less on the investment opportunity and more on the needs of the end user. Purchasers need to envision themselves actually living there—driving along tree-lined streets, pulling into their driveway, and walking through their front door to reveal their dream abode.
A successful low-rise campaign educates the prospective buyer on all the nuances of the home, the area, the finishes, and the value. While high-rise buyers might prioritize the math of the transaction above all, the low-rise client often considers factors like having a car, making walkability less crucial. Ultimately, it’s about telling a story—understanding what you’re selling and effectively communicating it. Buyers choose homes based on want, need, and how well the brand, product, and area resonate with them. A mid-century modern home differs vastly from a Scandinavian one, just as a Brampton home differs from a Thornhill home.
The initial advertisements for a low-rise project should be like putting a worm on a hook—engaging, beautiful, and enticing, prompting potential buyers to learn more. Whether driving them to a sales office, a website, or an online brochure, you need multiple touchpoints at every stage of the sale. Engaging someone on the first touchpoint is different from providing the collateral that will take them over the finish line. Regardless, the DNA of the brand, the campaign, and the foundation—the brand values and communications—must be solid.
It’s much easier to shine a light on something genuine than to disguise flaws with smoke and mirrors, so starting with a great product makes our job a lot easier. That’s why it’s crucial to showcase not only the product but also the company behind it. When someone purchases a Porsche, it’s usually not solely based on the car’s design and performance, but also for the legacy and reputation of the brand. The same applies to home builders. It’s easier to market a low-rise campaign with an established builder than with a new player. However, new builders can succeed by doubling down on educating people about their company ethos. Building their corporate brand values is not only recommended but absolutely necessary.
In today’s market, buyers are savvier. The more touch points you have in both the urban wilds and digital landscapes, the better. Our advice to builders—whether established or new—is to constantly tell your story. The easiest way to do this is through social media. Develop a core following for your brand, align with influential people in your industry, and let them amplify your message. Having others endorse your brand values is far more valuable than self-promotion. As the pre-construction residential landscape is constantly evolving within Ontario and the buyers’ needs and wants are adapting and changing with current circumstances, marketing and collateral, and the way in which we reach the targeted demographic will be constantly evolving as well. As low-rise developments become more coveted within our industry, more focus is placed on marketing and communication programs to advertise this asset class. It is from this need that Gladstone Media has expanded our low-rise marketing division, with specialists and designers hyper-focused on this specific asset class.
Whether we’re marketing a block of townhomes or a sprawling development, the principles remain the same. Authenticity, education, and a solid narrative are the keys to a successful low-rise residential marketing campaign. There’s a distinct gratification in knowing that the marketing collateral we create—built on the foundation of a strong brand and engaging story—leads someone to their dream home. It’s not just about closing a sale; it’s about connecting people with a place where their lives will unfold, memories will be made, and futures will be built. This is the essence of what we do at Gladstone Media, and why we’re committed to pushing the boundaries of what’s possible in low-rise residential marketing.
This truly makes us Glad.
Unit 305, 171 East Liberty St.
Toronto, Ontario
M6k 3p6
