Rather than taking the traditional marketing approach of targeting consumers using demographics, Crescent has shifted programming to focus more on the emotional behaviors - or psychographics - of consumers, such as values like social orientation or family focus. Through extensive research on the values that today's renters seek, five main conclusions were drawn: renters prefer experiences over material possessions; they want their homes to reflect their individual values; they desire adaptable spaces that allow for opt-out or opt-in engagement; they prefer walking access, even if they do not use it; and they aim to have authorship of events in the community.

Read more about how this has proven true at our Providence Farm community in Charlotte, where we determined that area residents value family, educational opportunities, and healthy living.