For decades, real estate developers relied on certain fundamental assumptions surrounding how we live, work, and play as they sought to create the ideal American home. In a year defined by drastic changes to our daily lives, however, creative real estate developers are taking a comprehensive and thoughtful look at how the pandemic has redefined the idea of home. 

Boasting a portfolio of 22 unique multifamily communities across New Jersey and Pennsylvania, R&J Strategic Communications’ client, Larken Associates, is among these visionary developers seeking to redefine what the future of home looks like across the northeast. 

Prior to the COVID-19 pandemic, Larken Associates’ executive team recognized the desirability of suburban markets to the increasingly cross-generational population making up their existing residential communities. This trend inspired the company to begin a deep expansion of its multifamily development portfolio in suburban markets across New Jersey and Pennsylvania in the months before the COVID-19 pandemic. By creating luxury, resort-style communities in these areas, Larken Associates hoped to blend the best of urban and suburban-style living into one concept and bring something truly unique to suburban New Jersey and Pennsylvania.

As the pandemic swept through the region in early 2020, it became evident that Larken’s bet on the suburbs would be a good one. According to data from the Pew Research Center from one-in-twenty Americans moved out of where they were living either permanently or temporarily due to the COVID-19 outbreak. 

Recognizing that Larken’s proactivity and vision positioned them as leaders in redefining what home looked like in the Northeast, R&J looked to secure high-profile media opportunities for Larken Associates’ executives.

Leveraging their deep media relationships, R&J secured a feature opportunity in Real Estate New Jersey where Larken Associates’ CEO and President David Gardner and COO Lenny Tartamella discussed their suburban-centric multifamily approach. Furthermore, R&J worked with Northeast Real Estate Business to publish a piece of contributed content from Tartamella where he spoke about the new real estate buzzword – surban – and how Larken Associates’ projects are using the mixed urban-suburban approach to redefine multifamily living in the northeast. Through these high-profile placements, R&J was able to position its clients front and center on one of the most important topics in the real estate industry and generate buzz for their robust development pipeline as the projects come to the market over the next year.

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