11 Things Homebuilders Need To Know About Placemaking

Placemaking. It’s more than a buzzword; it’s about developing a compelling story that breathes life into a community. It’s the narrative that creates an emotional pull for potential residents. The goal is to help people envision a place where they can live the life they dream of—a place that’s better for them than any other place.

Placemaking is a vital part of designing and executing successful new-home communities. Here are 11 things to keep in mind as you strive to help your community craft its story and make its mark.

Start With Storytelling

Placemaking stories that help buyers envision experiences in your community build emotional connections, and, yes, ultimately help sell homes—faster and at a premium. These stories should capture the quirks and charms of your community that make it unique. Buyers don’t want just any place; they want a place that feels like it was built for them.

Visuals Make the First Impression

Bring the story to life with everyday moments and prospects are prompted to think, “That could be us.” When visuals feel relatable, you’re not just aiming to make people want what you have; you’re giving them the opportunity to envision themselves living the life they want in your community.

Listing amenities is easy, but it’s the experiences the amenities create that sell. The resort-style pool is a place to swim, but also the backdrop for family memories. The fitness center isn’t just state-of-the-art; it’s where residents balance a healthy lifestyle and meet up with friends. When buyers envision the experiences they can have, the community becomes more than its features—it becomes the place they want to be.

Craft a Sense of Belonging

Words shape perception. “Welcome home” isn’t enough. Frame the community as a place where everyone belongs. They’re not just buying a house; they’re buying into a community that meets and facilitates their need for human connection, safety, wellness, and the life they see for themselves and their family.

Build Buzz With Phased Storytelling

Placemaking is a journey. Roll out the story in phases. Early on, focus on the vision. As development progresses, introduce specific amenities, events, and new neighborhoods. This approach keeps buyers engaged, offering something new at every stage that helps them see their future unfold within the community.

Create Intentional On-Site Experiences

Don't wait for everything to be built. Hosting events on-site—even when it's just dirt—gives people a taste of what’s to come. The best way to sell a lifestyle is to let people live it, even briefly.

Kevin Kelley, cofounder of strategy and design firm Shook Kelley and author of “Irreplaceable: How to Create Extraordinary Places that Bring People Together,” talks about it this way: “Every inch of a place matters. Where do we want people to stand, to look? The senses are involuntary, what do they smell and hear?” He emphasizes, “And what emotion do we want them to feel?” Then, as builders, developers, and marketers, what are we doing at every touchpoint to facilitate that emotional response?

Let Residents Tell the Story

Even prospective residents can become your most compelling storytellers. Take inspiration from Kelley’s approach with Harley-Davidson. The strategy was simple yet impactful: capture a Polaroid of the prospective owner on the motorcycle and send them home with that snapshot. Then, take another instant photo when they buy, adding it to an ever-growing wall of proof-point smiles. These images provide a tangible vision for future buyers—a glimpse of themselves living their dream, finding their community, and truly fitting in.

Expand the Story Beyond Your Gates

Placemaking isn’t just about your development; it extends into the broader lifestyle. Highlight connections to nearby attractions, local businesses, schools, and cultural spots. Positioning your community as part of a vibrant local ecosystem tells prospects they’re buying into a lifestyle that’s bigger than just what’s inside the gates.

Listen, Adapt, and Stay Relevant

Marketing for placemaking isn’t a set-it-and-forget-it endeavor. It’s important to continuously listen, measure, and refine messaging. Communities evolve, and so should the community’s marketing efforts and messaging.

Differentiate by Showcasing What’s Unique

In a market full of developments, highlight what sets your community apart. Is it the development’s walkable town center? The weekend farmer's market? A partnership with local artisans? By shining a light on what makes your community one-of-a-kind, you’re now offering a living experience that prospects can’t find elsewhere.

... and last, but not least...

It’s Always About the Buyer

When it comes to placemaking, it’s important to remember that it’s always about the buyer. It all comes down to their experience and how they feel about it, beginning with their first impressions—online and on-site—and every day going forward.