AvalonBay Seeks to Differentiate Itself with Brand Strategy

ARLINGTON, VA-Very similar to what hotels are doing, AvalonBay is targeting specific apartment dwellers with its two new brands, SVP Kurt Conway tells GlobeSt.com’s Erika Morphy.

By Erika Morphy | Updated on December 23, 2011

ARLINGTON, VA-Local REIT AvalonBay is borrowing a strategy the hotel industry uses to position its product, but in this case with apartment buildings. It is launching two distinct brands in the hopes of attracting very specific demographics of renters. “We have done a lot of market research to see which sector has been the best performing in preparing to launch these,” Kurt Conway, AvalonBay’s SVP of brand strategy and marketing, tells GlobeSt.com.

AVA is aimed at people, particularly the Gen Y segment, who want to live in or near urban neighborhoods. These buildings are or will be located close to restaurants, nightlife, shopping and public transportation, and generally feature smaller units, suited in some cases, for roommate living. Eaves will be aimed at renters that want to be in suburban areas and at more moderately priced rents.

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