Across the region many units are being completed and handed over to residents (whether rental tenants or owners), and people who live in the developments are finally emerging as an important audience. To date, this large audience has been neglected or siloed as a concern for the facilities management company. During times when long queues at sales launches were commonplace, the focus was on converting potential buyers into actual customers. Once the sales agreement was executed, customers were no longer of primary importance unless they remained potential buyers of future properties. Worse still, rental tenants were completely disregarded, as they were not considered direct clients of the developers.
Tenants and residents represent the largest group of potential brand detractors or brand ambassadors, and they will wield significant weight in shaping the public perception of the brand. How effectively and innovatively developer brands can connect with the residents, tenants and the wider community will be a critical element in building brands of the future.
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