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About Braden Fellman Group Braden Fellman Group News
Braden Fellman on Facebook "The Art of Living" Photo Contest
In October, Braden Fellman Group launched a contest among its residents to see who had the most innovative and
artistic dwelling. The submissions were so incredible that the Braden Fellman team had to call in a professional
to make the final decision. Walter Mazzanti, owner of interior design firm Abitato, selected five winners in five
different categories: Best Art, Best Use of Color, Best Before & After, Best Use of Space and Best Overall. Each
winner was rewarded with a $25 CB2 gift card. The Best Overall winner received a membership to the Museum of Design
Atlanta. To see the entries and, of course, the winners,
visit the Braden Fellman Facebook page.
Decatur-Avondale Estates Patch Beer Growler Opens in Avondale
A new, unique tenant has moved into one of Braden Fellman's commercial properties. The Beer Growler, Atlanta's first growler-only shop, has been a welcome addition to the Avondale Estates neighborhood. Featuring 40 constantly rotating craft beers, customers have been coming from all over the city to purchase and fill up their own 32-ounce growlers.
11alive.com Behind the Monument: The private life of Dr. King
Martin Luther King Jr.'s driver, Tom Houck, remembers his time spent with the iconic leader in Atlanta. He reveals that King's first job was with Southern Cross Bedding Products, a mattress factory near Oakland Cemetery. The factory is now a mixed-use complex and home to the Mattress Factory Lofts, a Braden Fellman community.
Lowesforpros.com Market Your Building's History to Prospective TenantsBy: Matt AldertonAlthough there are many properties on the market, property managers can stand out by marketing their building's history to potential renters. At 300 Martin Luther King, Jr. Drive SE in downtown Atlanta, a "For Rent" sign is more than meets the eye. Home to the Mattress Factory Lofts, this mixed-use development boasts roughly 125,000 square feet of creative commercial space and 218 loft residences, entirely comprised of buildings dating back as far as 1864. Once home of the Southern Spring Bedding Company, where Martin Luther King Jr. himself is said to have worked during his summers as a boy, these lofts are equal parts home and history. "A property's story can definitely help you rent it - especially if it's a good one," says Preston Synder, president of Braden Fellman Group, which develops, owns and manages historic rental properties in Atlanta, including the Mattress Factory Lofts. "The Mattress Factory Lofts is a great example. Some of that project's old buildings date back to 1865 on the fire maps, which say that the Union soldiers stabled their horses there when they were in Atlanta. In the 1970s, the same buildings became home to a happening underground arts scene, and we continue to trade on that history by attracting a lot of working artists." Like the Braden Fellman Group, which has been rehabbing and renting historic properties since 1981, property managers nationwide can tap into their buildings' history in order to attract tenants. Profit from the pastAccording to Snyder, when a historic building has great architecture to match its great back-story people may be willing to pay a premium. Michael Bolla agrees. Director of sales for Luxury Lofts & Homes, a boutique brokerage firm in New York that specializes in historic properties, he caters to high-end clients who are looking to live in high-end historic homes, such as the Forward Building on Manhattan's Lower East Side. Built in 1912 as the headquarters for The Jewish Daily Forward - one of the country's first Jewish newspapers - it was converted into condominiums in 2006."When we put that building on the market, we got national press coverage," Bolla says. "People from all over the country purchased apartments in that building because it was that building." Know what features to marketThe market for rentals in historically significant buildings is a small niche but a strong one, according to Synder, who says property managers with historic rentals can take one of several approaches to market their buildings. For instance, they can market its:
Do the right researchWhether you focus on your building's architecture, location or story, you'll need to do some research in order to unearth its past, says architectural historian Paul Williams, principal of Kelsey & Associates Inc. based in Washington. He recommends the following resources:
However you spend your marketing dollars, the market's on your side, according to Snyder. "Historically, our properties have always bounced back more quickly," he says. "We tend to come back stronger and faster from economic downturns because we have a very limited product and attractive design; historic properties are tough products to replicate, and there's not a lot of them left." Successful storytelling strategiesIf you want to turn research into results, your great story will need a great storyteller. To weave the kind of tale that ends with a sale, consider the following marketing strategies:
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