Unveiling a New Housing Model for the Millennial Generation

A new 208-unit multifamily project designed specifically to meet the needs of the Millennial generation was under construction. After conducting in-depth research, the developer embarked on a project branded Elevé, a complex designed specifically to meet the needs of Millennials. But what does that mean? The focus was on creating a development that speaks to how Gen Y lives, not just where.

The complex consisted of micro-units with a focus on amenities such as a 26,000-square-foot sky-deck that housed a full-service dog park, an outdoor movie theatre, a rooftop sports bar with barbeque, two spas, and a number of sustainable features such as electric car charging stations, space for organic gardens, on-site recycling center and parking for 75 bicycles. The developer turned to THO to create a program to unveil this exciting new product.

THE CHALLENGE

At the time of the opening, multifamily development was at an all-time high in Los Angeles. Additionally, Millennials generally prefer living in dense, diverse urban areas over suburban environments. With Elevé located in Glendale, California — a city known for its tranquility ‒ the outreach needed to include key messages regarding the more artistic, vibrant and creative side of Glendale.

THO’S SOLUTION

THO developed a public relations campaign which focused on the impact that Millennials had on the market, as well as the lack of housing for young professionals. It highlighted the complex not only as the place to be for the Millennial generation, but also the surrounding area which included a wide variety of restaurants, nearby shops and a myriad of other amenities within walking distance. In addition, the developer was positioned as the market expert in meeting the needs of the current rental market. The goal was, of course, to get it leased as quickly as possible.

RESULTS

The results were astounding. The open house included a full-scale tour of the project with extensive electronic coverage on several major news stations including KTTV and KABC. The initial launch resulted in feature coverage in the business section of the Los Angeles Times, CurbedLA, Globest.com, The Industry Insider, HousingWire, Bisnow.com, and more, with major pick up in all verticals. In the following six months, over 80 articles were secured in addition to the broadcast coverage.

The project was more than 75% leased within months of the pre-grand opening, and fully leased shortly thereafter.

TAKEAWAYS

• Highlight a variety of benefits and amenities to appeal to a greater number of potential renters
• Leverage recent surveys, statistics, market reports, etc. to provide third-party credibility and supporting points to your launch
• Make sure the visuals are compelling and interesting

• Industry

  • Design & Construction
  • Consumer Lifestyles

• Services

  • Brand Enhancement & Awareness
  • Content Generation
  • Event Development & Management
  • Media Training
  • Strategic Public & Media Relations
  • Targeted market segment campaigns