How a Residential Apartment Brand Stood Out in a Sea of Sameness as It Extended Its Footprint

In 2013, Richman Signature Properties (RSP) became the new luxury division of The Richman Group, the nation’s 7th largest residential apartment owner. The Richman Group had been known only for developing affordable housing. The luxury apartment rental sector was a new realm for the company, which required marketing to do some heavy lifting.
Challenges
Within a year of launch, RSP needed to boost brand awareness as it created properties. There were other issues:

1. For decades, renting has been considered a transient way of life and done out of necessity—people rent because they can’t buy. It wasn’t considered a long-term solution, and much less, a lifestyle choice. RSP was on a mission to reimagine rental living by building and designing properties that provided a “forever home” experience.

2. More U.S. households are renters than at any point in 50 years, says Pew Research.

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