Creating Emotional Reactions In the Model Apartment

Yes, clearly I'm on a model apartment mindset right now, but I was thinking about the entire experience, and I was wondering what you all do to create an emotional reaction as they walk through the model. This is beyond simply having nice furniture that is well decorated. For example, having a hand-drawn picture made by a kid that says "I love you mommy and daddy" attached to the fridge in a two bedroom model apartment. (Or for a senior community, replacing that with "grandma and grandpa"!)

Why types of elements do you try (or could be tried) to evoke an emotional response with your model apartment?

( related discussion about adding "tactile" experiences to the model apartment )

I just saw a little stick on dog house. It's basically a big wall cling. Totally cute!! That plus pics of pets!!! Totally would get me!

Link for the cuteness: www.etsy.com/listing/28120210/dog-house-...l-decal-personalized

Love that! And you are so right there are tons of opportunities with cute pet pics.

Always turn on the ceiling fan if you have one. Movement is magic. You know how at Christmastime all the big display windows usually have a waving Santa or a toy train going around a track? That's really the thing that gives life to those displays, so a ceiling fan can help achieve the same eye-catchiness.

In order to evoke an emotional response, the Model must be designed in such a way as to seduce and shape the Prospect's reaction. The easiest and most obvious ways to achieve this is through color, music, smell, lighting,texture and natural elements. This is the foundation of good design, in my opinion.

The best way is through use of color. I understand the use of an Accent Wall and many management companies have a color set from which a Resident/Prospect can choose. I happen to promote any color and actually send the Resident to Sherwin Williams to select the paint of choice. A majority of apartment communities paint vacants a neutral color throughout and this is a welcoming color choice for most people; however, I use bold color palettes in Models. My favorite thing to do is paint a vaulted ceiling a light blue.

But there are little things you can do in your Model to elicit an emotional reaction, such as:
*Organizing the cabinets in kitchens - Use triangular shaped receptacles in a lower cabinet to turn it into the recycling container, as well as one side for basic trash
*Installing pull-outs in a linen cabinet for laundry - no more mixing whites and darks
*Installing cutting boards in a pull out drawer
*Using flameless candles on dressers and tables
*Placing fresh cut flowers in little containers beside the bed
*Directing the Prospect to the View from the balcony - not just saying, "What a great view!" but placing a table & chair set out these with an electric grill complete with chef's apron and long spatula on a hook on the balcony railing
*Putting hanging plants on the patio
*Theme your Model: Footprints scattered on the floor or wall leading the tour path in the unit with buckets of seashells and sand and a large beach umbrella on the patio. Creating Children's rooms instead of Offices, even a nursery. Painting a wall with chalkboard paint and writing fun stuff on it. Laying out games, blocks, an easel with blank paper and crayons for little ones to draw on ...
*Music - don't. No one has the same taste. The exception to this is playing something like Beach Boys with a beach theme Model
*Using a light room freshner throughout (not necessarily daily though!) or baking cookies is a favorite, especially for men. It's true!

Saul Bass said "Design is thinking made visual." What's the point of showing a Model if you don't accent it in all areas to showcase it?

Model apartments may work for very large communities. Leaving a unit permanently off the table, due to it being a model, is a questionable approach for NOI. Instead we stage a vacant unit with a few items and move items out when rented. Obviously this too has a time/labor input, but we feel less so then abandoning NOI in a unit that serves as a model. We feel that ultimately a great model and a less than great manager won't make the sale. A GREAT MANAGER is more important to the prospective resident(s) than some cutesy model.

What I find interesting about this discussion, Martin, is that I hear all the time that if a community is 100% occupied, that means they are priced too low. I don't know if I agree with that completely, but by that logic, then a community "should" always have an open unit regardless. Granted, the model apartment often doesn't move, so it's not exactly the same situation, but I do find the argument interesting.

Our property is seven buildings that are pretty spread out. It's much simpler to have our model close to the leasing office instead of asking residents to traipse around.

Of course, that's what works for us. If using vacants as models works for you, then have at it.

Model Apartment Party In the Fridge!

Love the picture of the fridge filled with goodies! If you are in the South try adding some cold drinks as well. Waters and sodas. Some people don't like sweets, but who can say no to a cold beverage on a hot day? Also, you can put something on the front of the fridge saying "We are sweet on you!" so they open it and are surprised.
We don't use a model at my current property, but I have in the past. If you do use one make sure it is updated and stage it, but don't overload it. Too much stuff and it will just look small. I loved having a dog bed, food and water dishes, and doggy toys... I've also put a real looking stuffed animal sitting in the dog bed and told them it was the best dog I had ever had. People loved it!