WaPo: Concessions Help Upscale Buildings Fill Apartments

From Tuesday's Washington Post:

Adam Paper moved into an apartment at the V at City Vista in the District this summer after the landlord waived the $600 upfront amenities fee, the $500 security deposit and two months of rent.


"I got an awesome deal, and I wasn't even pushing hard for it," Paper said. "We're paying $1,616 a month for a one-bedroom, one-bath apartment with a 10-foot-high ceiling in a building with amenities you would not believe. . . . I've been blown away by this place."

Continue reading on WashingtonPost.com

Hat Tip: PQResident

The V Apartments Marketing

The V apartments marketing campaign (www.thevatcityvista.com) incorporated an option for potential renters between 2 months free rent or participation in the unique “generoCITY” concession offering. The “generoCITY” program offers up to $5,000 in savings at the on-site retail at CityVista including Safeway, Busboys and Poets, Results, the Gym and 5th Street Hardware.


I couldn't ever imagine selecting the “generoCITY” program over two months free rent unless the dollar values made the spending program a winner by a large margin. If it is designed as an even value proposition, which it likely is, I don't understand the usefulness. It seems purely like a marketing gimic to stand out - not that there is anything wrong with that.


To round out this posting I discovered the online spotlight and case study from Merrick Towle Communications for their City Vista marketing campaign (pictured above).

The V at City Vista Grand Opening

Lowe Enterprises is now leasing 244 luxury residences in the The V Apartments at CityVista. The V is the final phase of Lowe Enterprises’ 843,000 square foot mixed-use development in the Mount Vernon Triangle neighborhood.

The "V" was designed by Michael Marshall Architecture in collaboration with CityVista master planner Torti Gallas and Partners. Some 30 apartment designs include oversized windows, balconies, terraces in select residences and Whirlpool appliances, including washers and dryers.

The grand opening on October 18 will be from 10:00 a.m. to 5:00 p.m. at The V – 460 L Street, NW to unveil studios, one-, two- and three-bedroom apartments with living spaces ranging from 637 to nearly 2,000 square feet. Residents will enjoy on-site access to CityVista’s lifestyle Safeway that includes a Starbucks, and Bergmann’s drycleaners. Other retail amenities at CityVista include Results The Gym, 5th Street Ace Hardware, the popular Busboys and Poets restaurant, and soon Chevy Chase Bank.


The V has it's own website (www.thevapartments.com) separate from Mayhood's CityVistaDC.com condo marketing site. This new website for the Apartments consists mostly of links that result in a "Coming Soon" message. Stay tuned for more details.