Case Study: Verge Residences achieves pre-leasing momentum with Authentic branding

Verge Residences launches with Authentic and drives 0 website sessions to qualified leads pre-opening

Authentic was engaged by Verge Residences, a 41-unit passive house-certified multifamily development in Somerville, MA. The customer's challenge was to launch a boutique property with a dual-track leasing model for market-rate and affordable renters. DiBiase Companies needed a brand and go-to-market strategy strong enough to unify two leasing teams, stand out in a competitive market, and generate qualified demand despite construction delays that made units untourable at launch.

Authentic implemented a full-stack engagement using its GTM Playbooks service to build a creative foundation for the brand. The solution included a unifying brand mantra, "on the verge of everything," a distinct visual identity, and targeted messaging. Authentic's work resulted in Verge Residences outpacing its submarket on brand distinction and digital presence, building significant leasing momentum and generating qualified leads prior to the property's opening.

Verge Residences