BRESI OVERVIEW: Branded Residences Marketing Strategies 2026
Competition stronger than ever before – Completed and operational developments now total 900+ globally, with an additional 950+ in the pipeline. Developers can no longer rely on brand name alone for the project to be successful.
Niche platforms are non-negotiable – Traditional property portals dilute your brand message by listing you among thousands of standard non-branded developments. Niche-specific platforms like BRESI are built exclusively for branded residences marketing and advertising.
Branded residences experience drives qualified leads – General luxury real estate marketing agencies may treat branded residences like any other high-end property. The same strategies, same messaging, same channels. It doesn’t work.
Sales team training matters – Most internal sales teams and property agents don’t fully understand branded residence ownership structures and management agreements. Sales training and education to brokers and sales teams is vitally important.
Your brand partner adds so much value – If you’ve partnered with a hospitality, fashion, or lifestyle brand, you have access to resources most developers don’t: the brand’s marketing teams and customer network, make the most of them
Choose your real estate agency wisely – Be sure your chosen property agents dedicate their time and effort to promote your project, not simply list it on their website alongside 5 other branded developments and numerous non-branded projects.
In 2025, the branded residences sector experienced strong growth, market adoption and buyer understanding. Over 20 countries welcomed their first branded residential developments, 50+ new brands entered the market, non-hospitality brands increased their market share, and premium economy & midscale segments began attracting a new buyer profile.
As we sit today in January 2026, completed and operational developments now total 900+ globally, with an additional 950+ in the pipeline. Branded residences are no longer a niche offering for the ultra wealthy, they are completely mainstream and competition is fierce.
Due to this mainstream adoption and competition, property developers in 2026 will have to market their projects much smarter than ever before in order to achieve fast sell outs, and generate the all important price premiums.
In this article we discuss some of best branded residences marketing strategies to implement in 2026.
The 2025 Marketing Divide in Branded Real Estate
With the huge number of new developers and marketing “specialists” entering the branded real estate sector in 2025, it became very easy to see who got their marketing messaging right and who got it completely wrong.
Marketing mistakes were everywhere. The emergence of AI tools gave us mixed messaging and mountains of fluff. The number of projects that were “redefining” something in 2025 went beyond anything we’d seen before.
Brand messaging was completely lost at times, much to the frustration of the brands no doubt. Some projects were presented in ways that made them feel just ordinary due to inexperience, poor marketing and positioning.
2025 highlighted the difference between experience and inexperience through the quality of marketing alone.
The branded residences marketing strategies used in 2026 have to be more niche-specific to stand out. The market is becoming ultra-competitive, possibly saturated in some regions, and what worked a few years ago when the market was smaller, won’t necessarily work today.
Developers need to become creative and open-minded. Most importantly, they need to work with industry professionals who have real world experience of the branded residences sector to maximise a development’s chance of actually being successful.
Traditional Marketing Problems – Standing out from the crowd
Some developers still market their developments like ordinary luxury real estate, going down the route of onboarding sole agencies and advertising on the go-to online real estate marketplaces in the same exact way as a non-branded development, but how are they going to stand out in such a competitive sector of luxury real estate?
Here’s a great example of how standing out can be a major problem. You list your Ritz-Carlton Residences development on a major property portal or an agency website, it’s then buried amongst hundreds of standard condos and luxury apartments.
Your listing becomes just another search result in the same location, competing on price and square footage.
The real damage isn’t visibility. It’s context.
Buyers scroll through hundreds of listings and everything blurs together. That buyer you’re targeting, well they see a whole host of apartments in the same price range and location.
The five-star management service disappears. The brand prestige is lost. You’re selling world-class homes at a massive premium without being able to show why that premium matters.
Then there’s the traffic problem. General luxury portals, high-end magazines and financial newspapers attract everyone from luxury vacation dreamers, car buyers and watch hunters, to people who can’t afford the property or don’t understand what branded living actually offers.
Having a full page advert in a newspaper supplement, or a sponsored written article in a magazine that also promotes luxury lifestyles, boats, cars, watches and costs ten’s of thousands of dollars, is great for the ego of the marketing director when they post about it on LinkedIn, but how did the messaging sit with the audience, and was it overlooked next to a 2025 Ferrari SF90 advert?
Branded Residences – It’s not just about a logo
Branded residences aren’t just luxury real estate with a logo, they’re a different product entirely, and they need marketing that actually reflects this. Remember there are 100’s of luxury developments around the world that are not branded, and buyers understand traditional luxury real estate far more than they do branded real estate.
You have to stand out or target buyers specifically searching for a branded home.
This isn’t about abandoning traditional marketing channels. Sole agencies, property portals, and luxury publications still have their place in any comprehensive marketing strategy, but these channels are not built for exclusively for branded residences, and they can’t always communicate what makes your development fundamentally different.
Niche-specific advertising needs to be part of the strategy from day one, not an afterthought if sales are slow.
How BRESI Solves The Branded Residences Marketing Problem
BRESI was launched in 2024 as the world’s first dedicated marketplace and media platform exclusively for branded residences. No standard condos, luxury apartments or villas no matter how expensive they are. Just branded real estate developments associated with the most recognised hospitality, fashion, automotive, and lifestyle brands.
When you advertise on BRESI, your development isn’t competing with non branded properties in the same location.
Qualified Traffic, Not Just Volume
Every visitor to BRESI is there specifically because they’re interested in branded real estate and are likely to understand the value proposition and what makes branded residences so special. Potential buyers are comparing your development against other branded options, not against standard real estate or on price per square foot.
They are focused and targeted branded lifestyle buyers.
We Understand The Industry
BRESI wasn’t built because I jumped on to a trend. It was driven by my 15 years of working inside the branded residences sector. It’s real world experience across development, branding, and marketing with a practical understanding of what developers actually need and how branded residences differ from standard luxury real estate.
The sector needed a home. BRESI provided it.
Branded Residences Specialist Marketing Consultants
General luxury real estate marketing agencies may treat branded residences like any other high-end property. The same strategies, same messaging, same channels. It doesn’t work.
Branded residences require specialists who understand the sector. Award-winning marketing agency Graham Associates have built their expertise working in this space for years.
They know how to position a hospitality or a luxury branded project in a residential context. They understand how to communicate five-star management services and lifestyle benefits to buyers who’ve never experienced branded living before. They’ve worked across enough projects to know what messaging actually works and what doesn’t.
Graham Associates offers property developers the full spectrum of marketing services that a branded development actually requires. Strategic planning & positioning, brand development, messaging. PR and media relations all specifically targeted at branded residences audiences.
The real value is in the nuances of this experience. The marketing an Aman residence isn’t the same as marketing a Porsche or Mercedes tower. A Ritz-Carlton project needs different messaging than a Wyndham Residences development. Specialists like Chris Graham and his team already know this having worked numerous projects worldwide.
Your marketing spend matters. Working with an agency that understands branded residences from day one means better qualified leads, project positioning and messaging that actually differentiates your project, in what is now becoming a crowded market.
Unfortunately generic agencies jumping on the trend may likely figure it out on your budget.
In-House Sales Training – Your most important asset
Most developers rely entirely on external agencies and pay commission on every sale. Training your own team properly means they can close more sales internally, you save on commission, and project sells out faster.
The problem is most of them aren’t trained to sell branded residences, or understand the nuances around them such as the legal considerations for buyers.
VOS Consultants has global experience in mixed-use branded residences developments and the hospitality industry. Their experience spans continents, partnering with world-class developers, international brands, investors, and operators across all aspects of operations, sales and marketing.
They train internal developer sales teams specifically on branded real estate. Their programmes focus on understanding the modern discerning buyer, their aspirations, expectations, and what genuinely influences purchasing decisions.
VOS trains teams how to explain brand value to first-time branded residence buyers, handle pricing objections, and how to work with internationally mobile buyers who may have longer decision timelines and different purchase processes. The training also covers brand positioning differences, ownership structures and management agreements, so that your team can become brand ambassadors for the project.
A well-trained internal team that genuinely understands the product gives a real competitive advantage when buyers have more branded options than ever before.
Learn why branded residences developers are losing sales due to the lack of sales training
The Brands Marketing Teams – Leveraging brand resources
If you’ve partnered with a hospitality, fashion, or lifestyle brand, you will have access to resources most developers don’t: the brand’s marketing teams and customer network.
Internal brand marketing teams understand their brand better than any external agency. They know the standards, the visual identity, the tone, the customer expectations. Work closely with them and your marketing will show brand consistency and tap into their established credibility.
Established brands have customer networks you should be using. Hotel loyalty programmes with millions of members, fashion brand client lists and automotive owner clubs. These are your ideal buyers, and the brand can help you reach them directly.
Projects fail or struggle to gain momentum when developers sign the licensing agreement and then both parties operate in silos. The brand does their thing, the developer does theirs, and opportunities get missed.
The brand relationship needs to extend beyond licensing. You’re not fully outsourcing your marketing to them, but you should be working together in ways that benefit both sides.
Choose Your Real Estate Agency Wisely
Coming from a developer background, I’ve always been a strong advocate for developers to do as much as they can internally. At the end of the day, building projects is about the bottom line profit margin, and saving on commissions should be a priority.
However, not every developer has the resources to do this, and strong real estate agents play an important role in a project’s sales success.
There are some excellent real estate companies that specialise in selling and marketing branded residences. Choosing your agents is just as important a decision as selecting any other consultant during your branded residences journey.
Work with them in partnership. Train them on the true selling points of your project and what makes it different. Make sure they understand what branded living actually means in your project, and that they can communicate that to potential buyers.
Do not overpay on commission because you think it will make you their priority. It won’t.
The Branded Landscape
Branded residences are a wonderful sector of luxury real estate but they are complex and require niche specific marketing expertise. I have seen firsthand world class projects that should have been extremely successful struggle in the market due to poor marketing.
With the sector on a strong growth trajectory, it is important to maintain this momentum, and not allow the buyer attitude to become “oh another branded residence”
BRESI Part Of Your Strategy – Not your entire strategy
BRESI doesn’t replace traditional marketing, messaging and sales channels. It complements them and gives you a dedicated hub where your project positioning isn’t diluted, where the right buyers are actively looking, and where you’re not fighting to stand out from the noise of non-branded projects.
View more about our branded residences advertising and marketing packages
We also have strategic partnerships with some of the best development, branding, messaging and marketing companies in the branded residences space.
Article written by Jason Payne CEO & Founder BRESI
