When longtime client Crescent Communities embarked on the creation of a new suburban mid-market platform, they called on Red Propeller to lead a visioning session for the strategic development of the brand. The result, RENDER by Crescent Communities, fills a void for those seeking a suburban lifestyle without wanting to sacrifice thoughtful design, functional space, and local character.

The RENDER platform creates efficiency through standardization of buildings, units, and amenities. But it isn’t a matter of building the same thing over and over again. Rather, we continue to work with Crescent to get to know each local community, tailor the target audience, positioning, amenities, and units to that community, and then train the leasing team in how best to get to know each potential resident and sell the distinctive nature of the RENDER project.

This approach is working well at the first RENDER community, RENDER Covington, in the booming, yet livable town of Covington, Georgia, east of Atlanta. As of December 2023, RENDER Covington was achieving a premium of 10.8% by average $/SF and 5.5% by average unit rent over the previous two rent leaders in the Covington submarket, both built in 2022.