You might wonder why we’re talking about Jaguar, but bear with me—I promise, we’ll get to the multifamily connection soon.
Jaguar just hit the reset button. New logo, new vibe, no cars in the ads—just a full-on lifestyle flex. The rebrand screams, “We’re not your dad’s Jaguar anymore,” and whether you love it, hate it, or still don’t get it, one thing’s for sure: Jaguar is aiming straight for the future and it’s grabbing attention!
This isn’t just a cosmetic facelift. Jaguar’s managing director, Rawdon Glover, put it bluntly in a Times Interview:
“If we don’t distinguish ourselves, we risk being invisible.”
With a commitment to go fully electric by 2025 and a branding strategy that prioritizes experience over product, Jaguar is making a bet on relevance over nostalgia.
But what does this mean for multifamily?
Everything. Like luxury cars, multifamily is about more than the product—it’s about the experience. And Jaguar’s big leap offers some sharp lessons for staying relevant in a world where residents are looking for more than just a place to live.
The Next Generation Wants It All—and Then Some
Let’s start with the obvious: Jaguar isn’t just appealing to car enthusiasts anymore. They’re after a younger, tech-savvy, sustainability-focused crowd. These are people who grew up ordering food, groceries, and rides with a tap. They expect their lives to be just as seamless—and multifamily can take notes.
For renters, “convenience” doesn’t just mean proximity to a grocery store. It means:
- Self-service everything: From signing a lease renewal to paying rent and booking amenities—all from a phone.
- Instant communication: Want to know when maintenance is coming? Need updates on community events? That should happen in real-time.
- Sustainability on display: EV chargers, recycling programs, and energy-efficient appliances aren’t optional anymore; they’re expected.
A Deloitte report found that 80% of Millennials are more likely to rent from brands they perceive as innovative and tech-forward. Multifamily properties must ask themselves: Are we meeting these expectations, or are we stuck in the analog era?
Self-Service Is the New Concierge
When Jaguar says “fully electric,” it’s about more than a drivetrain—it’s about simplifying the entire experience. No messy engine repairs, fewer moving parts, and an interface designed to make ownership feel effortless.
Now apply that logic to renting. What if your residents never had to wait in line at the leasing office? Imagine a resident app where everything is self-service:
- Pay rent in seconds (with benefits) – This is a given.
- Book the yoga room without hunting down a sign-up sheet.
- Schedule repairs and track progress as if it’s a Domino’s pizza order.
- Chat with neighbors about carpooling, babysitting, or, let’s be real, who keeps stealing Amazon packages.
- The list goes on and on…
A National Apartment Association (NAA) study showed that 60% of renters prefer properties with tech-enabled services—and that percentage is climbing every year.
Loyalty Programs: Because Retention Beats Turnover
Jaguar’s rebrand isn’t just about looking cool—it’s about building emotional connections. Glover emphasized this point, saying, “We’re not selling cars; we’re selling a lifestyle that resonates with our audience.”
For multifamily, this is your cue to stop thinking about residents as tenants and start thinking about them as brand fans. Why not create a loyalty program that rewards:
- Lease renewals with perks like free cleaning services or multi-property amenity access.
- Referrals with gift cards or points towards services.
- Event participation with tokens for coffee, gym passes, or exclusive discounts.
Retention doesn’t just improve your bottom line—it builds a community. And communities, much like luxury brands, create emotional ties that are hard to break.
Branding Is About Relevance, Not Reinvention
Here’s the twist: Jaguar’s rebrand wasn’t about chasing trends; it was about meeting their audience where they are today (or will be in the future). They didn’t just slap on a new logo and hope for the best. They dug deep into what their future customers wanted—and delivered.
Multifamily peeps, ask yourself: Does your brand and positioning resonate with today’s renters?
- Do your properties and brand values reflect sustainability, connection, and innovation?
- Are you visible on platforms your audience uses, like Instagram and TikTok?
- Are your apartments ‘Life-Ready’ instead of just ‘Move-In Ready’?
A brand refresh doesn’t have to mean tearing everything down, reworking your logo and changing carpets. It’s about adjusting your strategy to align with the people you want to serve. And yes, sometimes that means saying goodbye to what worked in the past.
Renting for Life: Why a Strong Brand Matters More Than Ever
The rental market has changed. Gone are the days when most renters were 20-somethings passing through on their way to homeownership. Today, people are renting later in life—and some are renting forever–if you need proof, just check out Reddit!
Studies show that millennials and Gen Z are delaying home purchases, opting to rent well into their 30s and 40s. And then there’s another growing demographic: empty nesters returning to renting after their kids leave the house, drawn by convenience and flexibility.
What does this mean for multifamily operators?
Building a recognizable brand is no longer optional; it’s essential.
Think about it: if someone rents their first apartment with you at age 21, why shouldn’t they stay with your brand as they move, relocate, or change situations over the next 20 years? Imagine your portfolio isn’t just a collection of properties but a seamless, trusted experience residents actually want to stick with—across locations, stages of life, and even housing needs.
But here’s the kicker: most property management companies aren’t focused on growing with this strategy. With ILS (Internet Listing Services) fees climbing, operators are paying more to acquire residents but failing to invest in the brand recognition needed to retain them over time. If your residents aren’t actively seeking out your properties for their next move, you’re leaving money—and loyalty—on the table.
Multifamily should take a cue from brands like Marriott or Hilton. These hotel chains have mastered creating a consistent guest experience that encourages loyalty and repeat stays, no matter the location, on an international scale–mindblowing right?
The same could be true for multifamily: a renter at 21 could evolve into a lifelong resident—if the brand builds trust, convenience, and recognition that transcends a single property.
“Blanding”: When Bold Meets Minimalism
Jaguar’s rebrand isn’t happening in a vacuum (although it’s fairly extreme). In fact, it’s part of a larger movement some call “blanding”, where companies strip their logos and branding down to minimalism.
Critics argue this approach loses character, but market studies show it resonates with younger generations who value simplicity, modernity and innovation.
Take a look at some notable examples:
Giants Google, Airbnb, Pinterest: These giants transitioned from playful, colorful designs to cleaner, sans-serif logos. The shift wasn’t just aesthetic—it was strategic, ensuring their branding worked seamlessly across digital platforms and appealed to tech-savvy millennials and Gen Z.
Luxury Fashion Labels: Iconic brands like Yves Saint Laurent (now Saint Laurent), Burberry, and Balmain have simplified their logos, shedding flourishes and serif fonts for bold, modern typefaces. While traditionalists lament the loss of heritage, these updates align with the tastes of a younger audience seeking a sleek, modern identity.
Diane von Furstenberg (DVF): The high-end fashion house swapped its iconic, intertwined initials for a straightforward logo featuring its full name in block letters. Why? To clarify the brand’s identity for global audiences and younger shoppers less familiar with the abbreviation.
Why Blanding Works
Market research shows that younger consumers are drawn to simplicity, authenticity, and brands that adapt seamlessly to digital environments. For these audiences, a clean design signifies transparency and forward-thinking, while traditional brands can feel outdated or pretentious.
For multifamily properties, the lesson here is clear: Your brand strategy needs to evolve with the times. Whether it’s modernizing your logo, streamlining your resident app and experience, or embracing a minimalist aesthetic in marketing materials, the key is to meet residents where they are—and where they’re going.
The Big Takeaway: Evolution Isn’t Optional
Jaguar’s reinvention is a gamble. As with any bold move, there are risks. Critics have called their ads “too woke” or “out of touch,” but here’s the thing: everyone’s talking about it! And in today’s world, where attention is currency, sometimes any press is good press—especially when it gets people curious enough to take a closer look.
In the multifamily world, staying static is the bigger risk. The market is competitive, and if you’re not evolving, you’re falling behind. A bold move might ruffle feathers, but it also signals to your audience that you’re in tune with the times—and willing to lead the charge into the future.
Final Thought: Take the Leap
So, is Jaguar’s rebrand over-the-top, or is it exactly what they needed? Time will tell. But one thing’s for sure: relevance is the only currency that matters. Whether it’s through tech, branding, or crafting the ultimate resident experience, multifamily can’t afford to sit still.
Next Steps: Building a Multifamily Brand for the Future
For owners and operators doing well, focusing resources on branding might seem risky. After all, if it ain’t broke, why fix it? That’s true to some extent—there’s comfort in doing things the way they’ve always been done. But for those open to change and eager to be the next Hilton, Marriott, or even Motel 6, here’s how to approach brand development while mitigating risk:
Start with the Basics:
- Brand Your Communication: Every resident-facing communication—emails, email signatures, newsletters—should prominently feature your portfolio brand. Make it clear who you are and why your name matters.
- Build a Branded Web Presence: Ensure your portfolio’s brand is front and center on your online touchpoints. Your Google My Business listing, community websites, and social media profiles should all feature your portfolio logo and branding. This builds recognition and trust.
- Infuse Branding Into Move-In Materials: Your move-in packets shouldn’t just introduce the community—it should introduce the portfolio. Include branding information, highlight sister communities within your portfolio, and explain the benefits of staying within the brand for future moves.
Then Move to the Advanced:
Once the basics are in place, start thinking bigger:
- Create a Loyalty Program: Develop a portfolio-wide loyalty program that incentivizes residents to stay within your brand for future moves or lease renewals. Think points, perks, and exclusive rewards.
- Enhance Your Digital Ecosystem: Launch a resident app that connects all your communities, offering seamless service, communication, and benefits. This not only creates a better experience but makes your brand indispensable.
- Consistent Resident Experience Across Communities: Just like Hilton or Marriott, your properties should feel like a cohesive brand. Whether residents are in Dallas or Denver, they should experience the same standards of service, tech, and communication.
Brand-building isn’t just about logos and taglines—it’s about creating a connection and identity that resonates with residents for years to come. The multifamily players who lean into branding today will be the ones who dominate tomorrow. So, the real question is: Are you ready to build a brand your residents can trust, recognize, and return to—again and again?
