How to Choose the Right Name for Your Property

Choosing a name for your new multifamily development is one of the most important—and often underestimated—branding decisions you’ll make. A great name has stopping power. It captures attention, tells a story, and shapes how people perceive your project long before they see a rendering.

At Sabato, we’ve helped leading CRE clients name properties that stand out in crowded markets and build brand equity from the start. Here are five key criteria we use in our naming process.

1. Emotional Resonance

Your name should evoke a feeling. Whether it’s sophistication, energy, calm, or curiosity, we always start by asking: what emotion do we want this name to trigger? Emotional stickiness is often what separates forgettable from iconic.

2. Market Fit

You’re not just naming for style—you’re naming for the audience. Who’s your renter? A luxury urban millennial? A suburban family? A remote-first professional? A good name speaks their language and aligns with the lifestyle you’re offering.

3. Ownability (Legal & Digital)

A name might sound perfect—until you try to trademark it or buy the domain. We screen every name for:

  • USPTO conflicts
  • Domain name availability
  • Social media handle options
  • Regional use conflicts

This ensures that when you launch, you own the name in every space that matters.

4. Storytelling Potential

Great names open the door for deeper storytelling. If the name connects to history, location, values, or community purpose—it gives your brand more layers to work with in marketing, signage, and digital.

5. Flexibility Over Time

Your name should support the brand for decades—not feel outdated in five years. It needs to look good on signage, work well in conversation, and still feel current as trends evolve.

Bonus Tip: Avoid the Generic Trap

Names like "The Ridge," "The Grove," and "The Oaks" have been done to death. Your property deserves a name with real thought and distinction.

How Sabato Can Help

We offer end-to-end naming services—from creative strategy and shortlisting to legal screening and visual identity. Whether you’re rebranding or naming from scratch, we’ll guide you through a proven process that aligns vision with voice.

Let's build your brand.

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