The brochure/website should make sure to list concierge services and the convenience of having all your packages dropped at the front desk. It should emphasize convenience, security and quality of life while making it clear most units are set aside for people occupying the space full-time as their primary residence and a smaller percentage is set aside as vacation homes.
I would make sure the exact percentage can vary, so like 60 or 65 percent set aside as primary residences and 15 percent set aside as vacation units with the exact percentage of each floating a bit. Make it clear this is a mixed-income development (NOT poverty housing and NOT luxury vacation units).
It should emphasize that this is a car-optional lifestyle and list nearby transit stops and the availability of on-site bike storage for a fee plus list some of the eateries and shops in walking distance.
I would NOT advertise "poverty services" nearby, such as free meal sites or the welfare office, but WOULD have a black-and-white printout of info available for the convenience of low-income applicants (because if they can readily access such services while living there, it is easier to reliably pay rent on a limited budget -- this is a business model, not a charity model, of affordable housing). This would NOT go in the brochure or on the website.
It should clearly explain that rent for parking is a separate fee in a way that helps residents understand that how much they pay will vary depending on how many vehicles they store without framing this as a reason for "poor people" to live there. Just put out numbers and examples for what to expect and note "Prices are for illustration purposes and were correct as of publication date xx/xx/xxxx. Please see management for current prices."
Let people infer for themselves "This means this is THE CHEAPEST apartment in town FOR ME because I have no car!" and let other potential applicants stay in the mental box of "Total rent is about average for a couple with two cars or a little more than average, but worth it due to location and amenities."
I would provide multiple photos of the kitchen nook outfitted differently with short descriptors. An upscale, eye candy coffee pot and toaster might be in the photo of "a vacation unit." More serious cooking gear might be described as a "single parent setup."
Emphasize that you provide a fridge and counterspace for appliances with adequate electrical supply, they provide other appliances as they see fit allowing them to customize the kitchen nook according to their lifestyle. Inability to customize residential rentals is a chronic pain point for renters and all potential residents should appreciate this feature.
Counterspace needs to be sufficient for TWO appliances to be left out at all times, such as a coffee pot and toaster or George Foreman Grill and countertop oven. Anyone who wants more appliances can store them on the shelves as they see fit and swap them out as needed.
The countertop should include a built-in drain into the sink and directly above the sink there should be a built-in dish rack for storing hand-washed dishes while they dry. These amenities need to be featured in photos and brief descriptors in the brochure.
Like a lot of full-time homemakers might do, when I bought a house in my twenties while my kids were little, I chose it FOR THE KITCHEN. The kitchen was the make-or-break for me when looking at homes.
It MUST be clear that the kitchen nook will work well to keep them fed when they choose to cook without harping on it. This is a huge feature of this design but will also be a challenging detail to effectively communicate as it flies in the face of a lot of implicit assumptions.
It must also be clear that cooking is optional because there are concierge services if you want meals delivered, vending machines just outside the stairwell which sell healthy MEALS, not just candy bars, and eateries within walking distance or a short bus trip away.
Americans are extremely stressed about how to keep themselves adequately fed without spending too much time, money or effort. There are endless startups trying to solve this pain point and it's still not really solved. These residential units solve for this issue as a major factor in why they work but you want to make that clear without harping on it.
Initially (while trying to develop the brochure), list ANY place within a 15-minute walk that sells HOT FOOD, even if it is the deli at a nearby grocery store or the 7-Eleven.
Do not spaz about keeping the list completely up to date and make reasonable choices about how many to list in the brochure if there is a LOT nearby. If there is a LOT, frame it as "for example" or "such as" or "including."
If you are reaching because it's desolate, look up to twenty minutes out on foot but not farther.
Make a separate list of ANY place that delivers meals to that location. This needs to be COMPLETE and kept up to date because it is part of your concierge services.
You may want to develop TWO brochures, one for people seeking a primary residence and one for people looking for a vacation rental.
They can have a lot of the same info but emphasized differently, such as playing up "Get meals delivered and don't worry about cooking or getting lost while looking for a restaurant." for vacationers and "Nearby grocery store plus vending machine meals on site." would get more highlight for primary residences.
The brochure aimed at people looking for a vacation rental could compare rent to the cost of a nice hotel for one weekend a month plus a week or two once a year for vacation and explain why this is better. You should also try to include the scenario described elsewhere that what is currently a vacation home for them could become a retirement home they already feel comfortable with later.
Keep in mind that one goal of this project is housing stability to protect people of ordinary means from disaster. It may take time to develop a good system of metrics to check that "Our residents are able to remain in their homes by giving up a car when they have life challenges instead of ending up homeless and sleeping in their car."
If this works, it SHOULD in the long run REDUCE the existence of absolute poverty (inability to adequately take care of yourself) while mitigating problems caused by relative poverty (in ALL cultures, some people have more and some have less and this routinely causes problems even if "poor people" are not outright starving or otherwise doing without essentials, like medical care).
Assuming, of course, ENOUGH such units get built to make a dent.
I would make sure the exact percentage can vary, so like 60 or 65 percent set aside as primary residences and 15 percent set aside as vacation units with the exact percentage of each floating a bit. Make it clear this is a mixed-income development (NOT poverty housing and NOT luxury vacation units).
It should emphasize that this is a car-optional lifestyle and list nearby transit stops and the availability of on-site bike storage for a fee plus list some of the eateries and shops in walking distance.
I would NOT advertise "poverty services" nearby, such as free meal sites or the welfare office, but WOULD have a black-and-white printout of info available for the convenience of low-income applicants (because if they can readily access such services while living there, it is easier to reliably pay rent on a limited budget -- this is a business model, not a charity model, of affordable housing). This would NOT go in the brochure or on the website.
It should clearly explain that rent for parking is a separate fee in a way that helps residents understand that how much they pay will vary depending on how many vehicles they store without framing this as a reason for "poor people" to live there. Just put out numbers and examples for what to expect and note "Prices are for illustration purposes and were correct as of publication date xx/xx/xxxx. Please see management for current prices."
Let people infer for themselves "This means this is THE CHEAPEST apartment in town FOR ME because I have no car!" and let other potential applicants stay in the mental box of "Total rent is about average for a couple with two cars or a little more than average, but worth it due to location and amenities."
I would provide multiple photos of the kitchen nook outfitted differently with short descriptors. An upscale, eye candy coffee pot and toaster might be in the photo of "a vacation unit." More serious cooking gear might be described as a "single parent setup."
Emphasize that you provide a fridge and counterspace for appliances with adequate electrical supply, they provide other appliances as they see fit allowing them to customize the kitchen nook according to their lifestyle. Inability to customize residential rentals is a chronic pain point for renters and all potential residents should appreciate this feature.
Counterspace needs to be sufficient for TWO appliances to be left out at all times, such as a coffee pot and toaster or George Foreman Grill and countertop oven. Anyone who wants more appliances can store them on the shelves as they see fit and swap them out as needed.
The countertop should include a built-in drain into the sink and directly above the sink there should be a built-in dish rack for storing hand-washed dishes while they dry. These amenities need to be featured in photos and brief descriptors in the brochure.
Like a lot of full-time homemakers might do, when I bought a house in my twenties while my kids were little, I chose it FOR THE KITCHEN. The kitchen was the make-or-break for me when looking at homes.
It MUST be clear that the kitchen nook will work well to keep them fed when they choose to cook without harping on it. This is a huge feature of this design but will also be a challenging detail to effectively communicate as it flies in the face of a lot of implicit assumptions.
It must also be clear that cooking is optional because there are concierge services if you want meals delivered, vending machines just outside the stairwell which sell healthy MEALS, not just candy bars, and eateries within walking distance or a short bus trip away.
Americans are extremely stressed about how to keep themselves adequately fed without spending too much time, money or effort. There are endless startups trying to solve this pain point and it's still not really solved. These residential units solve for this issue as a major factor in why they work but you want to make that clear without harping on it.
Initially (while trying to develop the brochure), list ANY place within a 15-minute walk that sells HOT FOOD, even if it is the deli at a nearby grocery store or the 7-Eleven.
Do not spaz about keeping the list completely up to date and make reasonable choices about how many to list in the brochure if there is a LOT nearby. If there is a LOT, frame it as "for example" or "such as" or "including."
If you are reaching because it's desolate, look up to twenty minutes out on foot but not farther.
Make a separate list of ANY place that delivers meals to that location. This needs to be COMPLETE and kept up to date because it is part of your concierge services.
You may want to develop TWO brochures, one for people seeking a primary residence and one for people looking for a vacation rental.
They can have a lot of the same info but emphasized differently, such as playing up "Get meals delivered and don't worry about cooking or getting lost while looking for a restaurant." for vacationers and "Nearby grocery store plus vending machine meals on site." would get more highlight for primary residences.
The brochure aimed at people looking for a vacation rental could compare rent to the cost of a nice hotel for one weekend a month plus a week or two once a year for vacation and explain why this is better. You should also try to include the scenario described elsewhere that what is currently a vacation home for them could become a retirement home they already feel comfortable with later.
Footnote
Internally, you will want to TRY to track stats giving you some idea of how many residents are low income. This is NOT pertinent to advertising but is pertinent to making sure you are providing affordable housing for locals and NOT just housing for well-heeled people.Keep in mind that one goal of this project is housing stability to protect people of ordinary means from disaster. It may take time to develop a good system of metrics to check that "Our residents are able to remain in their homes by giving up a car when they have life challenges instead of ending up homeless and sleeping in their car."
If this works, it SHOULD in the long run REDUCE the existence of absolute poverty (inability to adequately take care of yourself) while mitigating problems caused by relative poverty (in ALL cultures, some people have more and some have less and this routinely causes problems even if "poor people" are not outright starving or otherwise doing without essentials, like medical care).
Assuming, of course, ENOUGH such units get built to make a dent.