Case Studies

CHALLENGE Being the first is significant. Greystar, the national multi-family leader, chose P11 (their trusted strategic partner for many years) to create their first-ever 55+ active adult apartment brand and launch it from the bottom up. Through comprehensive research and strategy, P11 created the vision, positioning, naming, implementation AND ongoing marketing that is now Overture.

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TARGET Affluent, active 55+ looking for more freedom to pursue what they love

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PSYCHOGRAPHICS Sophisticated, fun-loving, well-traveled, and very social

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INSPIRATION World-class symphonies, performances, and art