Gray Development

From boom to bust, real estate has taken its lumps the past three years, and isn’t in the clear yet. As developers closed their doors without warning, Gray kept plugging. Why? They took a different approach, real-honest to goodness marketing. Working with VZ, Gray opened several luxury complexes, geared toward Gen-Y tenants. VZ created the name, identity and brand to appeal to this – rather unique – target audience. They are highly social, highly mobile and run their lives through their phones. Heck, it made us feel young again. As we come out of the recession, Gray has a new lease on business, is still moving strong with occupancies exceeding goal.

Identity package – Name generation, logo, identity and “Live all out” tagline sets the tone for the living experience those 25 and under desires.

Interior Space – The building and experience are the brand, so VZ created a brand display wall capturing the experience and lifestyle you can expect by signing a lease, preferably a long-term one.

Promotions – Marketing 101 still says “free” is a powerful word. VZ created the launch promotions to drive residents to text their groups of friends about this great new spot to live.

Mobile Apps – Pay your rent, renew your lease, get your shower fixed and get up to the minute information on area and building social events. No more tracking down Schneider or Mr. Furley to beg for repairs!