A modern lounge with beige sofas, blue armchairs, a dark wood coffee table, and decorative lighting.

In Conversation with Stephanie Jose: Greystar’s Brands

portrait of smiling man in suit
Written by Amy Fitzgerald
portrait of smiling person
Edited by Sarah Claire Eleazer
December 13, 2023

At Greystar, we know that the power of home can mean different things to different people. And, after thirty years in the real estate industry, we’ve learned what is important to those looking for a place to call home. 

Suburban street with modern houses, green lawns, and autumn trees under a clear sky.


We sat down with Stephanie Jose, Senior Director of Brand and Insights, who gave us a look into Greystar’s Family of Brands.


Q: Greystar has what we call a “Family of Brands.” What does that mean for our residents or someone considering living in a Greystar-managed community?

A: Our Greystar brands are strategic, targeted brands that as a company, we build and maintain, own and trademark, and are utilized by participating properties. We wanted to develop brands that were relevant to renters, helped deliver a consistent experience, and let them know what they could expect. 

Through our brands, we prioritize thoughtful design, beautiful living environments, and innovative services to enhance our residents’ experience. We want potential residents to seek out a Summerwell when they want to rent a house or look for an Everleigh when they are looking for an active adult community.


Q: How do you decide what a brand means and what it offers?

A: Because we prioritize the needs of our residents, we put an extensive amount of thought into how we approach our brand strategy – consumer research and feedback from residents and prospects drive our specific brand decisions for each product type so that we are making decisions based on real data. 


Q: Is every Greystar-managed property part of our “Family of Brands”?

A: No, not every Greystar-managed property is part of our Family of Brands. As of Q3 2023, Greystar manages over 822,100 units and beds under our Property Management line of business. Many of these units and beds are owned by third-party clients, which we manage on their behalf. Currently, we have over 100 properties in the US that use one of our 10 brands, with additional properties and brands in our global markets.

Whether a Greystar-branded or a Greystar-managed property, we aspire to meet the highest expectations for our clients and residents.


A smiling couple walking their fluffy white dog on a sunny suburban sidewalk.


Q: How does Greystar decide on new brands to add?

A: As we have continued to work to meet the unique needs of our residents, our portfolio continues to grow to include various housing types, serving residents across many walks of life, which we reflect through our brands. 

Just as our residents are evolving, we too continue to move forward, pushing the boundaries of what is possible to deliver best-in-class living environments that serve our residents and drive value to our properties. When we consider adding new brands to our portfolio, a significant amount of research and strategy goes into the decision-making process to deliver something that speaks to the prospective renter. 


Q: What type of brands are a part of Greystar’s family of brands?

A: All Greystar brands have their own strategy and concept, look and feel, target audience, and collateral to create a unique sense of community and intentional, quality design for each.

The Greystar Family of Brands were curated to tell our story, deliver on our standard of excellence, and meet the needs of our residents. From conventional multifamily, essential housing, and active adult to build for rent, student, and urban living, Greystar’s portfolio includes product types that evolve with our residents’ lifestyles to meet their needs across demographic and region.


Q: How do the teams at Greystar work together to shape the family of brands?

A: Greystar’s brand strategy is extremely collaborative. Internal dialogue across our Investment, Development, Operations, and Marketing teams and a research-driven approach guide our overall brand model. 


The entrance of the 'Marlowe' building with stone facade and large glass windows under a blue sky.


Q: What’s next for Greystar’s family of brands?

A: As we continue to evolve to ensure we are consistently exceeding the expectations of our residents and customers, we look forward to adding new chapters to our story along the way as new brands are unveiled in the future. 


Q: Finally, one last question. I know you love them all, but do you have a “favorite” brand you’ve helped Greystar create?

A: Summerwell, our build for rent brand, was the first brand we developed, and I also have a soft spot for Ltd., which we created for the "essential” renter who is looking for an apartment community that fits their budget. 



Discover more about Greystar's specific brands such as Ltd., Summerwell, and others by exploring our blog. For a comprehensive overview of Greystar’s Family of Brands, visit Greystar.com.



The information presented on or through this Website is made available solely for general information purposes. We do not warrant the accuracy, completeness, or usefulness of this information. Any reliance you place on such information is strictly at your own risk. We disclaim all liability and responsibility arising from any reliance placed on such materials by you or any other visitor to this Website, or by anyone who may be informed of any of its contents.  Any reference to amenities, services, rules, policies, or procedures at a Greystar apartment community is general in nature, and each Greystar apartment community may have amenities, services, rules, policies, and procedures that differ from those referenced on this Website.  Please consult with your Greystar apartment community for the exact amenities, services, rules, policies, or procedures applicable.

This Website may include content provided by third parties, including materials provided by other users, bloggers, and third-party licensors, syndicators, aggregators, and/or reporting services. All statements and/or opinions expressed in these materials, and all articles and responses to questions and other content, other than the content provided by Greystar, are solely the opinions and the responsibility of the person or entity providing those materials. These materials do not necessarily reflect the opinion of Greystar. We are not responsible, or liable to you or any third party, for the content or accuracy of any materials provided by any third parties.  

Scroll to Top