Perennial Properties Success Story with Apartments.com

Company type: Owner/operator mixed-used commercial development firm
Portfolio: Primarily mixed-use commercial properties with high-end urban apartments along with street-level retail
Market: Atlanta, GA
Units managed: 2,500
Apartments.com client since: 2015
Company founded: 1988

Marci McGovney and Melissa White of Perennial Properties discuss

Company story

Founded in 1988, Perennial Properties is an Atlanta-based mixed-use commercial development firm that pairs luxury apartments with street-level retail.

Perennial is “very thoughtful and intentional” about where to build and acquire assets, said Melissa White, managing director and partner.

The company’s mission has been to provide high-quality services to its residents and commercial tenants. By offering a synergy between residential and commercial needs, the company aims to provide its residents with “the best community living.”

“Our goal is to make sure that our residents and the surrounding neighborhoods have retail spaces right there within walking distance,” said regional director Marci McGovney. “Our residents really have access to everything that they can imagine: live, work, play.”

Melissa White, Marci McGovney, and Lynn Hill talking together in the Perennial Properties office

Pedestrians walk on BeltLine next to Telephone Factory Lofts

A varied portfolio

The company owns 10 properties throughout Atlanta, including mixed-use multifamily as well as standalone retail, and has two developments in the pipeline.

Its diverse portfolio includes:

The 100-year-old Telephone Factory, a historic art deco building that has been converted into modern urban lofts
Unique co-living spaces for residents interested in sharing common kitchen and living areas in its Ella Apartments in East Lake Village
Bowling alley Midtown Bowl
Curated art pieces throughout its Arya Peachtree apartment building

“Each of our assets is very special, individually. They each tell a story.”

—Marci McGovney, Regional Director

The challenge

Creating awareness and demand

A luxury apartment building with ground-floor restaurants, Perennial’s community The Brady was one of the first developments of its kind in the West Midtown area. Given its proximity to Georgia Tech, the property received interest almost exclusively from students.

Few other renters, including the business professionals Perennial was looking to attract, were familiar with the West Midtown neighborhood.

“It was imperative that people knew we were there,” Marci McGovney said.

And in the competitive high-end rental market of Atlanta, Perennial had to make sure its properties stood out from the competition.

Close-up of tablet featuring analytics data from Apartments.com

The solution

Once Perennial upgraded its Apartments.com advertising package to Diamond Plus, more and more renters who hadn’t even considered the neighborhood were drawn to the area.

Once through the door, these renters saw the value of The Brady and the surrounding neighborhood — from the community’s rooftop saltwater pool overlooking the Atlanta skyline to its diverse dining options within walking distance.

“They were able to see there’s a whole different neighborhood here,” Marci McGovney said.

Through detailed multimedia listings and broad reach, Perennial’s listings on Apartments.com attract informed, quality renters from all over the country.

“We use Apartments.com to start the prospect journey, by showcasing our assets online through video, pictures, floor plans, pricing, and availability,” Melissa White said.

The team then transforms that online experience into onsite tours and ultimately a high conversion ratio.