Burnside 26

Located in the heart of Portland’s Laurelhurst neighborhood, Burnside 26 features top-notch interior design and killer model units, not to mention a spectacular roof deck. With a vibrant community, edgy style and creative vibe, the building and area are eclectic, innovative, and diverse — and we knew Burnside 26’s brand and creative needed to reflect that. Greystar came to us to ensure their lease-up rate and occupancy goals were met, and to set the asset apart from the competition, and we were thrilled to help them do just that.

Market

Burnside 26 is located smack in the middle of Portland, Oregon’s hip, desirable Laurelhurst neighborhood.

Asset Class

Burnside 26 is a luxury multifamily building with enviable, pet-friendly apartments and amenities.

Client

Greystar tapped us to take a close look at a prize asset in one of its client/owner portfolios to support the leasing team’s efforts.

Brand Strategy

Brand Positioning // Image Library Curation

We toured the asset’s key competitors and discovered a peculiar theme in an area with stiff competition, raging concession and amenity wars, and the sparkle of newer products: curiously masculine and bland competition that ignored a creative and diverse dog-obsessed community. And that was something we could use to our advantage; we positioned the property as one proud of its creative and diverse community that welcomed all.

Campaign Planning

Campaign Modeling // Campaign Plan // Campaign Baseline

We began by creating a campaign baseline, outlining the asset’s marketing performance over a 12-month period which helped us identify key issues relating to resident and staff turnover, inconsistent marketing and sales performance, and prospect targeting. We then created several models illustrating how the team could reach the lease-up goal — adjusting factors such as duration, investment, volumes, and conversion rates.

Design and Content

Website // Brochure // Tour Gift // Promotional and Wayfinding Signage

We developed an updated website featuring fresh imagery and content clearly indicating who Burnside 26 is perfect for, and hand-lettered, hand-illustrated collateral and signage unlike anything in the market. A fun, folded brochure showcasing hand-drawn residents and a neighborhood map completed the look.

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