No. 13 Quarterra Remains Bullish on Multifamily Fundamentals
By: Christine Serlin, Multifamily Executive
In 2022, LMC, a subsidiary of Lennar, rebranded as Quarterra Multifamily as a first step to separating from the home builder into its own public company. It also had an active development year, debuting on the NMHC Top 25 Builders list at No. 13 with 4,340 starts and moving up 17 spots to No. 7 on the Top 25 Developers list with 5,224 starts. Will Chapman, president of investments, shares more about the rebranding and the work it has been doing to increase attainable housing.
MFE: The rebranding was a big move in 2022. Tell us more about the impetus of the rebrand and how the name Quarterra was selected. How does it represent your work?
Chapman: We officially rebranded as Quarterra in May 2022. The name Quarterra focuses on the two main components of what we do—living quarters and land (terra)—and we feel it complements our mission to deliver extraordinary communities for people to live remarkably.
Rebranding was an extremely fun, yet equally stressful, process. Our marketing team, led by senior vice president of marketing Beth Tuttle, understood that our new name needed to capture who we are as a people-first company, as well as where we want to go as a top-performing company.
The process of renaming was multifaceted and very strategic. It was important to us to be able to trademark this name in multiple classes, as we plan to grow our company. The name needed to fit this growth trajectory. We wanted a clean URL for our website and email addresses. It may seem minor, but these seemingly small details were impacting our previous brand.
This process was not something we took lightly, and we invested the time and effort to get it right.
Read Multifamily Executive's insightful interview with Will Chapman here.