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What We Do - IGNITION Residential multifamily marketing

What We Do

Our interdisciplinary approach to multifamily marketing allows us to leverage skills and provide benefits to your project at any stage, from planning to move-in.  Here is a select list of what we can do for your multi-family development project:

Program Analysis

One of our areas of expertise lies in our ability to test, confirm and refine key assumptions of overall project viability and to make recommendations to enhance all aspects of the proposed development that impact marketing and sales activity.


Market Analysis

Clearly, the ability to target potential markets for any multi-family development lies in the ability to identify and analyze these markets and to recommend approaches that will reach and resonate with them.  Through complimentary age demographics and networks, we are uniquely positioned to do this with optimal effectiveness.


Architectural Plan Analysis

Our firm incorporates many years of residential design and construction expertise and, to the extent that we are engaged sufficiently early in the development process, we can add value, and ultimately enhance sales by making recommendations to inform and refine the architectural design and construction phases of the project to address the needs and desires of the marketplace.


Collateral Coordination


Our experience includes over three decades of working with some of the area’s most talented graphic and communication specialists, and providing guidance and input for numerous award-winning logos, brochures, mailers, signage and other key components of branding and re-branding residential developments.


Lead Generation


Using off-line (including special events, exclusive previews, charity fundraisers with GoFundMe, among others)  and on-line (including blogging, search engine marketing, social media, videos, podcasts, webinars, e-books, compelling websites, among others) inbound marketing methods, we drive leads to register their interest, which we can then segment and follow up appropriately follow up with, leading to sales.


Buying Cycle Nurturing


Today’s buyers are more hesitant than ever.  One of the most overlooked aspects of marketing is a highly segmented nurturing plan to help guide interested buyers through the cycle until the are ready to buy.  Using real-time activity monitoring and individualized follow up plans, we drive demand cycles and move buyers to make a purchase decision faster and cheaper than otherwise possible.


Public Relations Coordination

Over a thirty-year period, we have utilized public relations as a marketing tool as much or more than most firms in the area.  Although advertising is a critical element of almost any multifamily marketing strategy, the most credible aspect of communication to a target market comes from unpaid, third-party endorsements, tacit or overt.



Advertising Coordination

We have pioneered some of the most creative advertising in our industry.  From using color for the first time in a newspaper ad to almost re-inventing the scope and nature of display ad advertising, we have earned a reputation for unique, but effective approaches to one of the oldest methods of promoting one’s wares.


Sales Center Construction & Fit-out

We have overseen and coordinated the design and construction of some of the most innovative Sales Centers in the Boston area, including the national award-winning Sales Centers at The Grand in Brookline and, most recently, at The Waterworks at Chestnut Hill.  The latter is now a paradigm for free-standing Sales Centers throughout New England.


Sales Center Staffing

We have been hiring and training effective sales personnel for our Sales Centers for over three decades.  By the time our people begin to interact with the public, they are well-versed in every important aspect of a multi-family development and, equally important, the host community in which they are working and the nature of the competition.


Reporting and Analysis

One of our core competencies is in the area of reporting and analytics, Apprising our clients on a regular basis of more than just the amount of traffic to a website, or to a Sales Center, we analyze, track, cultivate and nurture that traffic through the sales cycle in a manner that optimizes conversions and saves costs for the developer.

Legal Coordination

We have closed hundreds of condominiums and apartments over the course of our work in multi-family marketing.  Our understanding of key conveyance documents such as a Reservation, a Purchase & Sale Agreement, and related Closing Documents, as well as managing the interpersonal elements of a transaction, allows us to effectively communicate with attorneys representing both developers and buyers.


Move-in Coordination

We will work with tenants and buyers to facilitate their move to the subject development.  Among other things, we will help coordinate these moves with the Owner’s project manager and, if necessary, the Owner’s contractor.


Punch List Coordination

We will assist in the compilation, coordination and completion of punch list items between tenants/buyers and the Owner’s representatives, including the Owner’s contractor.



General Marketing Consulting

Sometimes a fresh look at one’s marketing program can yield new strategies or the refinement of existing marketing/sales strategies.  We will work with an Owner on a consulting basis at any point in the development of a multi-family development to assist the Owner and, if already on board, the Owner’s marketing/sales team.  Any of the above-noted items which we do for every project in which we are engaged as the marketing/sales team should be considered the palette of services offered within the scope of our consulting program.

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