Brand Archetypes in Multifamily Marketing

Shifting a development from just-another-multifamily-property to a memorable desirable community takes more than glossy lifestyle images and new signage. At Primary, we build brands that are based in archetypes, and develop unique, alluring, hyper-local creative to turn prospects into residents with seemingly emotional magic. Learn what fuels our process in the latest installment of our blog.



Millennials are driving an urban lifestyle in the suburbs. Think you know Millennials? We’ve been so indoctrinated into thinking of Millennials as adolescents living in their parents’ basement working dead-end


The Amenity Shift

The Times are a Changing. If you think multifamily is going to be the same after this pandemic, think again. Major tech companies say they are open to their staff