Case Study:
Brand Repositioning
A diverse team of investors acquired Reafield Village, a 300+ unit 1980s-built apartment community in an affluent South Charlotte neighborhood surrounded by luxury estates.
The goal was to level up an outdated brand and choppy customer experience from first touchpoints to after move-in. The owners’ business plan for the multifamily property included a mix of cosmetic updates and operational improvements.
Deliverables
Before
“My friends always ask if it’s a subdivision or an industrial park. It doesn’t feel modern.”
“English isn’t my first language, the font makes the letters hard to read.”
“We joke that the name could double as a code for a top-secret government facility.”
-Resident feedback
After
Researched + created a new community name
Designed core brand elements
Delivered guidelines to elevate outreach collateral spanning from business cards, flyers + the website to entrance mats + property signage
Results
Residents embraced the apartment community’s new brand, which aligned with modern expectations and the neighborhood’s lifestyle. In conjunction with the sponsor's targeted CapEx program, the property was purchased for $45M and sold for $61M after a 3-year hold. New ownership kept the property name and built on the momentum from its brand repositioning.
Investors achieved a 2x equity multiple and a 24% IRR at sale.
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