Featured Story: Flats at The Indie

Located a mere 500 feet from the famed Atlanta Beltline and at the heart of the adventure-packed Krog District in Atlanta, Flats at The Indie has become a highly sought-after development. However, that wasn’t always the case. Dimitri Cassini, @properties Development Group (@DG) Partner, explains how their team strategically transformed the branding for these boutique condominiums to reposition the project for success.

In April 2021, after limited buyer interest in the project as Airline Condos, Capital City Real Estate reached out to @properties Development Group. Cassini explains, “We had been working with Capital City on another project and they were comfortable with us — our processes, our senior level of engagement and our agents,” says Cassini. “We jumped in to analyzing sales and found that while the condos were well appointed and in a great location, they didn’t offer the level of amenities found in high-end apartment complexes and larger condo projects in the area,” explains Cassini.

Armed with this insight, the @DG team proposed a solution that tied the condo project to The Indie, a luxury apartment development owned by Capital City that was under construction on an adjacent piece of land. Cassini shares, “We pitched the idea that the condos could be integrated into The Indie offering as for-purchases residences, which would allow buyers complete access to all of the incredible amenities at The Indie. At the same time, it would make condos available to the prospective renters, as an additional option. So now, instead of two disconnected projects, we imagined an integrated hybrid project under The Indie’s brand.”

With the plan in place, Airline Condos were reimagined as Flats at The Indie. As part of the new alignment, residents at Flats at The Indie will enjoy all of the lavish amenities within the rental building once it delivers next year. “In the end, the key was reenvisioning how these private residences could connect to the resources at The Indie with an exclusive club-like membership, which also lends cache to the story for buyers in the market,” says Cassini.

With @properties Development Group’s fresh rebranding in place, Flats at The Indie’s reintroduction has seen sales increase by 200% — with support from active broker networking, engaging events and strategic promotions. Today, the project is well on its way to sell out, and a new model for hybrid residential living has been established in this vibrant Atlanta community.