The Resident’s Advantage program was created by GMAC Commercial Mortgage to give luxury apartment building owners an additional enticement for potential tenants.
It offered tenants a simple, one-stop means of handling many of the worrisome tasks involved in relocating: hiring movers, truck rental, utilities hookup, etc. We were hired to create a premium brand image that appealed to the upper middle class target audience, and to craft a message that made the program’s fairly complex workings easy to understand. The program enjoyed a successful launch in Philadelphia en route to a national rollout..
