Buyers put down a deposit on a project, but the first thing they check is who is behind it.
Every project has its own name, while the developer stays after every handover. Sinh Vũ makes the developer's name clear within each project, so the reputation of one project adds to the next.
Three things: a rule for how projects carry the developer's name, a set of materials that answer exactly what buyers ask, and a show home and construction site that speak in the same voice. Miss one, and buyers have to go and check for themselves what should be visible at a glance.
Every project carries the developer's name in a set way, so viewers know at once who is behind it.
Who builds it, which projects have been delivered, where the project's public information is: put it where it is easy to find, not behind the renders.
Site hoarding, sales counter, show home and materials look like they come from the same house.
They are all developers, but buyers of each kind of project look for different things.
Their customersFamilies buying to live long term and long-term investors, who often look at several phases of the same development.
Brand challengeThe brand has to last through many construction phases and many zones, so that a resident in year one and in year five still sees the same place.
Their customersBuyers who plan to live there or hold the asset, comparing many projects in the same segment before committing.
Brand challengeDifference lies in refinement and consistency from the materials to the show home, when many projects in the same segment look almost alike.
Their customersBuyers who decide on emotion and lifestyle, often live far away and see the project only a few times.
Brand challengeLet viewers feel the place through images and materials, while the project information stays clear enough for them to trust.
These are the places where developers tend to lose buyers' trust, and build quality alone can't fix them.
When one project is questioned about its schedule, buyers of the developer's other projects start to hesitate too.
Set up a progress letter template in advance: dated, with real site photos and a calm tone. The project name and the developer's name stay distinct but linked.
Start from this problemBuyers confuse two nearby projects, or remember the slogan and not which project it belongs to.
Give the name and slogan their own ground, and check them against the projects on sale around the area before settling.
Start from this problemBuyers see the renders, then visit the site and find it far different, and doubt everything else.
Label which images are illustrative renders and which show current progress, and update the progress photos each period. The developer's legal team should review the specific wording before it is printed.
Start from this problemThe project page has only renders and a button to leave a phone number; to find out who is behind it, you have to look elsewhere.
Add a section on the developer within the project page: delivered projects, links to the project information already disclosed, a contact person.
Start from this problemAt the Research stage. Before they reach the show home, buyers have read the materials and checked what the developer has built. Faced with materials that are all renders, they go and look at another project.
Touchpoints are the places where buyers see, touch or read about the project. You don't need to do everything at once. These five decide most of the impression of who is behind it.
The rule for how a project carries the developer's name is the foundation for everything done afterward.
It is what buyers read most closely before the show home and take home to ask their family about.
Buyers check here first, and often again after visiting the show home.
The place where buyers meet the seller and compare the promise on paper with what they see.
Passersby see it before they hear any advertising, and it stands there for the whole construction period.
Listed in the order to do them. A first project goes through all five steps; a developer with several projects should start at step one so later projects inherit it.
Settle the developer's position and how each project carries the developer's name.
Mark, color and type for the developer and for the project, from one family.
The brochure and a toolkit for the sales team, answering exactly what buyers ask.
A project website with a section on the developer and a place for progress updates.
Show home, sales counter and site hoarding built to one standard.
Sinh Vũ has not published a brand project for a real estate developer. The three below are the closest: a contractor that is also a developer, a construction investment company, and a serviced apartment.
mcdi builds roads, plants and apartment towers across northern Vietnam, yet every branch presented itself its own way. Sinh Vũ built the handshake mark and the guidelines behind it…
mcdi is both a contractor and the developer of a clean water plant, a hydropower plant and an apartment building; Sinh Vũ found a position that holds both roles, then wrote standards down to the site hoarding.
2005DDIC gave Sinh Vũ its value system of dedication and trust as a construction contractor, to translate into a brand identity system running from drawings to construction site signage.
DDIC's values were turned into visual form, with a handbook so every printed page and every sign tells the same story.
2020LE Hospitality is a serviced apartment for Japanese guests living in Hanoi, a place where hospitality is measured by the things a guest has not yet asked for. Sinh Vũ built the positioning…
A serviced apartment: the position written as a measure for every detail, from the sign on the street to the closing line of an email.
The principles behind it
Settle a rule first: the developer's name always appears in a fixed position and size across every project. The project name has its own personality, but belongs to the same family as the parent brand.
The development's name and mark, standards for each zone, wayfinding, site hoardings, brochure and website. The parts used for many years need to be written into a handbook.
The project name, the developer's name and contact details. Any mandatory content is confirmed by the developer and contractor; Sinh Vũ handles the presentation and the shared standard.
Who the developer is, the projects already handed over, and a link to the project information disclosed as required (2023 Law on Real Estate Business, Article 6). Renders come after that information.
The show home should match the materials: the same finishes, the same colors, the same way of naming the project. Mark clearly what is illustrative and what will actually be handed over, so buyers don't have to guess.
Review the existing projects to see where reputation is being scattered, then build the developer brand as the trunk and write guidelines for the projects that follow.
A few lines about the developer, the project you are preparing and what is holding you back is enough. Sinh Vũ will read it and reply within one working day.