Episode #279: Building a Brand Story Around Community – Monaca Onstad

⏱️ 30:15 🎤 Greg Bray, Kevin Weitzel, Monica Onstad

AUDIO EPISODE

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0:34

Introducing Monaca Onstad

Monaca Onstad shares her background, from farming to a 20-plus year career in community development and the founding of On Place.
1:06

Defining Placemaking

Monaca explains placemaking as a thoughtful approach to community development, focusing on who will live there and what they need to thrive.
1:33

Timing of Placemaking

Monaca discusses the ideal timing for placemaking in the development process, highlighting the importance of early involvement to allocate amenity space effectively.
2:50

Crafting the Community Story

Monaca elaborates on how to create an authentic brand story for a community by understanding its history and surrounding environment, which is crucial for attracting buyers.
3:29

Communicating the Story Online

Monaca advises builders to prioritize visual and lifestyle-centric content on websites and social media to communicate the community's vision to online buyers.
4:17

Inclusive Amenities and Community

Kevin and Monaca discuss the appeal of inclusive amenities in new neighborhoods, fostering connection and community among residents regardless of home price.
4:39

Storytelling Inspiration and Advice

Monaca shares inspiration for storytelling from outside home building and offers advice to builders on how to improve their community storytelling and marketing.

Speakers

Greg Bray

Host

Kevin Weitzel

Host

Monica Onstad

CEO and founder of On Place

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Prioritize community vision and lifestyle over floor plans in marketing to attract today's homebuyers.

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Engage in placemaking early in the development process to integrate thoughtful amenities and green spaces effectively.

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Develop an authentic brand story by researching local history and community needs to differentiate your development.

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Redesign your website to be more visually appealing and lifestyle-centric, showcasing the community's experience rather than just home features.

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Utilize social media to highlight real-life events and programming, emphasizing the vibrant lifestyle offered within the community.

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Don't just list amenities; use images and descriptions to 'paint a story' of how those amenities enhance a potential buyer's life.

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Look for inspiration in storytelling from diverse industries outside of home building to create unique and compelling narratives.

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