The market for multifamily homes is multifaceted and complex. There are many demographic cohorts that embrace this type of housing, and each have different expectations about unit size, type, pricing, design and amenities. Developers must understand their target’s expectations for a multifamily development is to succeed. ON Collaborative has led successful marketing and sales campaigns for every kind of multifamily development, from conversions to new construction and from small-scale and boutique buildings to large-scale, multi-tower high-rises with hundreds of units. Through years of experience, ON Collaborative has attained an intimate understanding of the needs of various buyer groups, from millennials to baby boomers, and has kept careful track of the developing demands of each cohort. It understands designing and building for to meet today’s demands, and for the flexibility developers will need to integrate into multi-use developments. That understanding allows ON Collaborative to build campaigns that optimize price, velocity and retention.