East Howe Steps

A multifamily building located in Seattle’s industrial and up-and-coming Eastlake neighborhood, East Howe Steps needed a brand refresh and a clear and creative campaign plan to fulfill an aggressive pricing strategy and to drive reputation-building, demand creation, and sales enablement. Greystar wanted a marketing team that could develop a vision for how to transform and elevate the building’s basic, vanilla brand into one that would appeal to professionals in Seattle’s fast-growing tech and bio industries.

Market

Located in Seattle’s burgeoning lakeside neighborhood of Eastlake, the area is renowned for its industrial roots.

Asset Class

This multifamily building had a basic, vanilla brand that needed a refresh to appeal to young, affluent professionals flocking to Seattle’s lakefront.

Client

East Howe Steps was acquired by a family-owned, Portland-based developer and was one of the most premium assets in their acquisition portfolio.

Brand Strategy

Brand positioning

Targeting a rising millennial set who value authenticity over artifice and seek a walkable, metropolitan lifestyle, we grounded the brand strategy in Eastlake’s industrial past, while highlighting its creative community and amenities, and incorporating the site’s existing logo into the brand identity.

Campaign Planning and Measurement

Campaign Modeling // Campaign Plan

From cheeky floor plans that asked audiences to “swipe right,” to a rewards-sweepstakes with Uber Eats, we carefully monitored, analyzed, and measured campaign performance to understand what worked, and what didn’t, and deliver on lease-up rate goals.

Design and Content

Digital advertising // Collateral Design

Leaning into the area’s industrial past while infusing materials with modern design elements, we created brochures, floor plan templates, social contest design and content, signage, and website that appealed to millennial professionals and provided leasing teams with tools to enable sales.

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