brand your building, sygrove branding services, marilyn sygrove, building websites

Compete With New Construction - Brand Your Building Now!

new york city skyline new developments

brand your building, sygrove branding services, marilyn sygrove, building websites

When I founded my interior design firm over 35 years ago, I couldn’t have imagined the quantity and scale of new residential development in New York City today. Fueled by a population boom that was never expected to end (the city gained 629,000 new residents between 2010 and 2019), real estate developers and speculators went on a construction spree that has completely altered the iconic skyline and increased the number of available condo units by more than 7,727 in Manhattan alone.

Even before Covid put the brakes on this growth, nearly half of all new condos were still unsold. So, developers are pulling out all the stops to attract the dwindling amount of qualified buyers, and they start with branding their buildings. The use names and logos designed to entice buyers with the promise of a unique urban lifestyle. Examples are the super cool Lantern House in Chelsea and the soaring VuNewYork in Kips Bay.

Every new development has its own website, too. The website lures buyers by helping them visualize what it is like to live there without having to be inside the building. Right now, if you go to online real estate sites such as StreetEasy and Zillow and click on a listing in a new building, you’ll find a link to the building’s website. Developers know that 97% of home buyers start their search online and are taking full advantage of that.

And this is leaving the older, established condos and coops in the city at a severe disadvantage. 90% of them don’t have a brand or a website.

This brings me to the point of this article…

I’m extremely proud that Sygrove Associates is New York’s number one lobby and hallway interior designers for established condos and coops. We’ve worked hard to get here and our reputation is stellar.

Our interior design work involves developing color palettes, selecting fonts for signage, and sourcing furnishings, materials, and artwork for our clients. Boards, committees and management companies hire us to give their buildings a new, fresh and elegant look to preserve and increase the value of their units.

It was during a meeting a few months ago with my marketing and website team, that something hit me over the head like a ton of bricks.

No one could see the results of our work unless they were inside the building!

I decided to find out for myself what a buyer finds out about a building when they’re looking for a condo or coop on StreetEasy, the most popular site in New York. So, I jumped on and clicked on a listing that was in a new structure on the same block as a project we recently completed. In the listing was a link that took me to the building’s website and I was floored (no pun intended).

The website was gorgeous. Everything made this building irresistible. The name, the logo, exterior and interior photos, the virtual tour, and the copy that supported made me want to sell our place and move there!

Then I clicked on a listing for the building nearby; the one we worked on. The apartment photos were beautiful, but that’s no surprise. The first thing a broker must do to list a unit is get it professionally photographed. But, information about the building? Nothing except exterior shot (that looked like a cellphone photo) and a Google map.

I thought about all the planning, the meetings, the construction, and the investment our clients made to update this building and it made me sick that a bad photo and a Google map was all that they saw.

When A Building Is Branded, Buyers Pay More.

It turns out, branded residences command an average uplift of 31% compared to equivalent nonbranded schemes. Along with other advantages such as being found on the internet and the pride factor for residents, I became convinced that branding your older, existing condo or coop building is the most economical and effective way to compete with new developments for qualified buyers. So, I opened a new division!

Introducing… Sygrove Branding Services

Sygrove Branding Services provides your established building the power to attract buyers that are passing you by right now. It gives your building the opportunity to compete on a level playing field with new construction and win. We will brand your building.

If you don’t have a name, we will work with you to develop it. We’ll design a memorable logo you can use on everything, including your awning, weather mats, and staff uniforms. Our photographer will shoot your exterior and interior common areas so you’ll have high-resolution photos for marketing and brochures.

And finally, we will build you a stunning website with mobile-first design and best practices for search engines supported by expert copywriting designed to charm ideal buyers. Want a virtual tour? Done! Want to display floorplans and details of available units and broker information? No problem! Need a link for residents to log into HOA software? Of course.

My branding team consists of professional brand identity experts, website designers, photographers and copywriters. They have experience with real estate and they’re fully vetted. I’ve worked with them all on branding and website projects for my firm.

And, We Work In Harmony With Boards and Committees

My company is the region’s top lobby and hallway renovation/interior design firm not only because we are extraordinary designers. It is our ability to work in harmony with all stakeholders and gain consensus that makes us so sought-after. When you hire Sygrove to brand your building, you can expect the same.

My Field Test

I launched Sygrove Branding Services because I want to help established condos and coops compete with new construction on a level playing field and I believe branding and websites are the key. But, frankly, I was worried it would be difficult to convince boards and committees that it is a wise investment. Boy, was I wrong! In just one week of telling some former and current clients about it, we have a branding project ready to begin and four more in the proposal stage. They get it!

If you live in an older building with unsold units or you want to protect the value of your property in the future, I encourage you to jump on StreetEasy, search your building’s address, then put yourself in the shoes of a buyer. If you don’t like what you see, give me a call to discuss branding your building.

(Note: you do not have to be a Sygrove client to use our branding services.)

Marilyn


Sygrove Interior Design Services

Sygrove Associates Design Group is an NYC interior design company. Our company’s founder Marilyn Sygrove is the lead interior designer on all projects. And she’s as tough as you are when it comes to quality, aesthetics, and coming in on time and on budget.

It all starts with a design consultation with Marilyn. She takes the time to thoroughly understand your design needs then personally directs all interior design, planning, and installation activities. Her work has been delighting clients, co-op and condo boards, and homeowners for over 30 years.

You can reach Marilyn by email at hello@sygrove.com or call her directly at 212.757.0631.

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What Covid Taught Me About My Interior Design Business

Since the day I hung out my shingle over thirty years ago, any notion that design meetings and presentations could be conducted other than in-person would have sounded ridiculous. But, Covid taught me something about my interior design business that I never saw coming: design meetings can be conducted virtually!

my interior design business, sygrove, marilyn sygrove, lobby interior design, hallway interior design, NYC hallway interior design, NYC lobby interior design

I Had To Re-Think How We Do Things Around Here

I always believed that face-to-face design meetings were the only way to build the atmosphere of trust so critical to the success of our projects. Our clients are primarily condo and coop boards and committees that hire us to renovate and redecorate their lobbies and hallways. It’s a complex process involving many different players and crucial decisions.

When the lock-down hit, I was, understandably, in a bit of a panic. How would my firm be able to meet with our clients who were already under contract? And, how on earth could we present to prospective clients if we could not be in the same room with them? (Surprisingly, we were still receiving inquiries during lock-down.)

my interior design business, sygrove, marilyn sygrove, lobby interior design, hallway interior design, NYC hallway interior design, NYC lobby interior design

Here Comes Zoom

I needed to figure out a way to conduct design meetings virtually. My staff had been using Zoom for supplier and vendor meetings for several years. But, we had zero experience using it with clients who need to see colors, touch materials, and view renderings. We were determined to figure out a way to make it work.

Today, virtual design meetings are a vital tool in working with our clients – and they love it. Gone is the stress of getting a board or committee together on the same day at the same time in the same room. My staff loves it, too. No more stress trying to get to a meeting when you’re stuck in traffic or on a delayed train.

And, here’s a big silver lining: Zoom allows my firm to accept projects outside the NYC region for the first time, and that has always been my dream!

my interior design business, sygrove, marilyn sygrove, lobby interior design, hallway interior design, NYC hallway interior design, NYC lobby interior design

Our Website

Our website, Sygrove.com, is well-planned, well-written, carefully curated, and easily found on Google. When someone searches for a condo or coop lobby and hallway interior designer, we come up. Consequently, we receive inquiries from out-of-state condo communities all the time. They can see from our website that we have the expertise they’re looking for, and the fact that we’re based in NYC, we’re good at managing boards and contractors. I have almost always had to turn down those projects because, as the lead designer for the firm, I simply can’t be in two places at one time.

But thanks to Zoom, we now work with clients around the country. Now that it’s safe to travel, I can visit properties, meet the players in person, carefully vet a boots-on-the-ground team, and bid contractors. Then I come back to New York, and my team and I can run everything from our NYC office.

my interior design business, sygrove, marilyn sygrove, lobby interior design, hallway interior design, NYC hallway interior design, NYC lobby interior design

What Covid Taught Me About My Interior Design Business

I pray we never again have to experience the trauma of another pandemic. However, Covid taught me how to make my interior design business more resilient. Our carefully thought-out virtual design meeting process turns out to be wonderful for our clients, incredible for my staff and is giving us the ability to reach my dream of accepting projects around the United States.

What’s next? The World!!

Sygrove Interior Design Services

Sygrove Associates Design Group is an NYC interior design company. Our company’s founder Marilyn Sygrove is the lead interior designer on all projects. And she’s as tough as you are when it comes to quality, aesthetics, and coming in on time and on budget.

It all starts with a design consultation with Marilyn. She takes the time to thoroughly understand your design needs then personally directs all interior design, planning, and installation activities. Her work has been delighting clients, co-op and condo boards, and homeowners for over 30 years.

You can reach Marilyn by email at hello@sygrove.com or call her directly at 212.757.0631.

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