How Repli Helped Zellis Launch a Rebrand and Solve for Scattered Sites
Two legacy brands. One new identity.
the overview.
When new ownership took over two legacy apartment brands – Boutique and Wheelhouse Apartments – Zellis made the call to consolidate under one new name: Boutique by Zellis.
The name was finalized in August. The full rebrand, a new master brand site and every community site across the portfolio, launched in October.
That timeline meant multiple phases of work compressed into just a few months, across a portfolio that was far from one-size-fits-all.
A rebrand of this scale typically takes 6-9 months. Zellis had 8 weeks, and an active, revenue-generating portfolio that couldn’t afford downtime along the way.
the challenges.
Zellis Residential's portfolio spans two very different site types:
Conventional Communities: Traditional properties with on-site leasing teams, suited to full standalone websites.
Scattered Sites: Smaller portfolios of 6 to 50+ units with no live on-site team. Leasing, community management, and maintenance are shared across locations.
That split created two competing problems at once. Conventional communities needed a rebrand that felt cohesive with the new Boutique by Zellis identity. Scattered sites needed something more fundamental – a way to even be seen as legitimate, professional communities in the first place, despite having no on-site presence to lean on.
Previously on Yardi, the team struggled to properly showcase the scattered-site portfolio and Zellis needed one platform that could house both site types without making the smaller, leaner-margin communities look like an afterthought.
Jacqui Williams, Director of Marketing at Zellis Residential, shared what the scattered-site challenge looked like before Repli:
"We were struggling with the layout we had for our scattered sites and needed a better way to highlight them – with a partner we could actually grow with."
the solutions.
Repli proposed a turnkey solution: microsites with real functionality, giving even the smallest communities a strong web presence without the cost or timeline of a fully custom build.
delivered across the portfolio:
- Full rebrand of the master brand site and every community site
- A flexible microsite template purpose-built for scattered sites
- 360° virtual tours, floor plans, and Apply Now functionality on every microsite
- A template-based approach designed to still feel unique per client
the results.
One brand. One platform.
Scattered-site communities, previously the hardest to showcase, now have fully functional microsites with virtual tours, floor plans, and Apply Now at a fraction of the cost of a custom build.
For a portfolio spanning 300-unit communities down to 6-unit scattered sites, that meant every property — big or small — now has a site that looks intentional, not like an afterthought.
the partnership, since launch.
With the rebrand complete, the collaboration kept building. Since the October launch, Repli has continued rolling out new features across the template library, including:
- A better way to highlight and showcase concessions
- Walk Score integration
- Google resident reviews pulled directly into community and microsite pages
What started as a rebrand has become an ongoing roadmap, proof Repli isn't just a launch partner, but a partner Zellis can keep building with.
from our team.
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Websites that work as hard as your portfolio.
Whether it's 300 units or 6, every property deserves a site that converts.
