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# Greystar
- URL: https://rafeblandford.com/greystar/
- Published: 2026-03-16T16:51:00.000Z
- Updated: 2026-08-07T11:17:14.000Z
- Description: Driving Greystar’s B2C brand transformation by planning, redesigning and building Greystar.com
- Author: Rafe Blandford
- Tags: Work, #human

Client

Greystar

Role

Exec Sponsor

Engagement

Strategic Digital Experience Partner · 2020–2026

Greystar is one of the world’s largest, fully integrated real estate companies, specialising in the investment, development, and management of rental housing. A global firm, it operates in over 15 countries and oversees more than $300 billion in real estate assets. To date its brand had been B2B only, reflecting its core development, property and investment management, and construction activities.

The mission was to create a consumer-facing website that is the place "where renters come to belong", positioning Greystar as the global brand for renters by creating a frictionless digital experience that captures and converts prospective residents. This would be a critical first step in moving Greystar towards becoming a direct to consumer brand, consolidating existing services and reducing lead generation and leasing costs.

![](https://rafeblandford.com/content/images/2026/06/Greystar.png)

## Scope / Role

Following-on from a period of managed services support for the existing site (2020 onwards), Digitas was commissioned to rebuild Greystar.com as a direct-to-consumer proposition (2024-2025). This included a detailed experience strategy (product, data, tech); creation of a full design system and solution architecture; and then end-to-end design, integration, build, and rollout of the digital platform. 

- Exec / co-pitch lead (2020, 2024)
- Exec Sponsor (2024-2026)

## Outcomes

- Customer-first experience with [fee transparency](https://www.greystar.com/business/about-greystar/newsroom/greystar-debuts-new-website-focused-on-seamless-user-experience?ref=rafeblandford.com) (e.g. Total Monthly Leasing Price), [consolidated search and property information](https://www.greystar.com/business/about-greystar/newsroom/greystar-debuts-new-website-focused-on-seamless-user-experience?ref=rafeblandford.com), and new brand design system.
- Key behaviours (searchers, virtual tours) up 30% and secondary property website visits up 8% (driven from Greystar.com)
- Qualified leads / click to apply up (confidential), with forecast profit break-even and ROI well ahead of targets, [driving lower-cost leases](https://www.multifamilydive.com/news/greystar-rent-transparency-website/759645/?ref=rafeblandford.com) for Greystar's network of property estate owners
- Modern composable MACH platform (including SitecoreXM, Next.js, Vercel, Azure Cloud, Salesforce, Engrain, Peek, LCP, Matterport, Coveo, Google Maps; see [BuiltWith](https://builtwith.com/greystar.com?ref=rafeblandford.com))
- Vertical leading [Google Page Speed scores](https://pagespeed.web.dev/analysis/https-greystar-com/03hf6iuqod?form%5Ffactor=desktop&ref=rafeblandford.com): Accessibility (100), Best Practices (100), SEO (92)

*The brief read 'website'; the work was transformation: re-designing and re-platforming Greystar onto composable and system foundations built to keep evolving, with outcomes well ahead of the planned timeline.*

![](https://rafeblandford.com/content/images/2026/06/greystar2.png)