Services
Brand Advisory
What does your brand mean once owners move in?
Residential strategy for brands and hotel companies, and the standards that make it work in every building.
Why it matters
A brand's name on a residential building is a promise to buyers. The building is paid for by its owners, run under local property rules, and operated by someone other than the brand. Most brand standards were written for products, stores or hotels, not for that.
The brands that do this well decide early what their name must guarantee in a residence, what it costs to deliver, and how they will know it is being delivered.
Negotiating your first licence? See Brand Selection and Negotiation. Buildings already open? See Supervisory Services.
Residential strategy
Whether and how to enter
What branded residences would do for the brand, what they would ask of it, and the conditions under which the brand should say yes or no to a project.
Where the brand can play
The project types, settings and partners that fit the brand, and the ones that would dilute it.
The business model
How the brand earns from residences, from licence and naming fees to management and service income, and what each model commits the brand to over 20 years.
Protecting the name
How the residential programme supports the brand's position rather than spending it, and what control the brand needs to keep.
What the work covers
From identity to operating standards
What the brand stands for, translated into arrival, service, staffing, amenity, design upkeep and maintenance standards that a residential building can deliver and owners can pay for.
Brand standards development
A residential standards manual, separate from hotel or retail standards: what is mandatory, what is recommended, and what each costs to run on a cost-recovery budget.
Operational detail
Service scope, staffing levels, the qualifications the operator or building manager must meet, and how standards hold up when owners vote on the budget.
Setting up the programme
The standards the brand can require in the licence, how it checks them, which operators or building managers it approves, and what the licence should commit the developer to.
Design-stage reviews
Project reviews during design and construction, and operator approval. Once a building is operating, audits, approvals and issues move to Supervisory Services.
For hotel companies
Your residential business.
Hotel companies are formalising how branded residences fit their organisation. We help them work out where the residential business sits, the roles it needs at corporate, regional and property level, the processes from deal support to post-handover oversight, and how residential standards sit alongside hotel standards.
How we work
Brand immersion
We work with your team on what the brand must guarantee.
Standards
We write the residential standards and test them against real budgets.
Programme
We set up approvals, licence requirements and checks.
Reviews
We review each project through design and construction. Once it operates, Supervisory Services takes over.
Is this for you?
Who it is for
Non-hospitality brands entering branded residences or growing a residential portfolio, and hotel companies building or reorganising their residential business.
What you receive
- A residential standards manual your brand can enforce.
- Licence requirements and an operator approval process.
- A project review process for every building that carries your name.
In a mixed-use scheme
In a mixed-use scheme, residential standards have to work next to the hotel's. We write them to fit the shared parts of the building.
Questions we are often asked
We already have hotel standards. Can we use them?
Some, not all. Residential owners pay for the service directly and vote on budgets; standards have to be written for that.
Can you act as our residential team?
Yes. Through design-stage reviews while buildings are developed, and through Supervisory Services once they operate.
Why us
We have worked on the brand side and the operating side. We know what a standard costs the owners who pay for it.
Planning your first residential project? Start with the standards.
Get in touch