Gables Residential Partners with Modern Message to Implement New Loyalty Rewards Program

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Gables transitioned its traditional rewards program into a digital, all-encompassing points-based resident rewards platform

Today, Gables Residential, a leader in the development and management of multifamily communities across the country, announced the release of the company’s new digital resident loyalty engagement program - CAPTIVATE!

By implementing CAPTIVATE!, Gables is the first in the multifamily industry to launch its own brand of an all-encompassing points-based resident rewards program powered by Community Rewards, the nation’s top resident loyalty rewards program, created by Modern Message.

CAPTIVATE! was developed to reward residents for engaging with their community as well as to enhance a resident’s day-to-day lifestyle at their community. Ultimately, the program is a way Gables can award short or long-term reward points to celebrate resident retention and loyalty year over year at all communities.

In addition, all residents are eligible to participate in the program and can transfer their reward points if they move from one Gables’ community to another, continuing to reward long-term resident loyalty at Gables’ communities.

“CAPTIVATE! is a one-stop-shop that will create greater engagement between the residents, our on-site teams and Gables Residential,” said Gigi Giannoni, Gables Residential Vice President of Marketing and Public Relations. “Our driver is to create long-lasting relationships with our residents, while maximizing mutual benefits.”

Points are awarded to residents when they complete action items that range from joining the resident portal and paying rent online, to completing surveys, following a community’s social media pages and RSVPing to community events, along with many other resident lifestyle activities.

Once enough points are earned, residents can redeem gift cards, trips, services, community-specific benefits and much more. “We’re honored to be partnering with one of the top management companies in the nation,” said Modern Message, CEO, John Hinckley. “We expect Gables to see the same type of return in CAPTIVATE!, that we do with our clients using our similar program, Community Rewards. Our goal is to not only help them see more engagement, referrals and retention but to help create a better experience for their residents under their own brand.”

Residents will be able to download the CAPTIVATE! app on both the App Store and Google Play, along with access to a fully responsive web experience on both desktop and mobile devices.

CAPTIVATE! is now available at all Gables’ communities and new phases of the platform will be launched throughout 2017.


About Gables Residential

Gables Residential is an award-winning, vertically integrated, real estate company and privately held REIT specializing in the development, construction, ownership, acquisition, financing and management of multifamily and mixed-use communities. Gables Residential owns, develops and manages communities in high-growth U.S. markets such as Atlanta, Austin, Boston, Dallas, Denver, Houston, South Florida, Southern California and metropolitan Washington, D.C. Gables also provides third party management services in the New York, Baltimore, Frederick, Tampa, Phoenix, Seattle, Charlotte, Central and North Florida markets.

Gables manages over 31,000 apartment homes and approximately 550,000 square feet of retail space and has received national recognition for excellence in development, construction, management, sales, marketing, learning and development, benefits and corporate accommodations. These achievements reflect the impact of our experienced and dedicated team members, our superior knowledge of the markets served, and our expertise in development and management.

About Modern Message

Modern Message is the creator of “Community Rewards” - a resident advocacy program that helps identify property's resident advocates and encourages them to spread the word about their apartment community across their social networks. The program integrates multiple marketing and operational efforts into one solution that rewards consumer engagement with their apartment community. Residents can earn reward points for sharing any combination of tasks online about their community including, creating and posting content on social media, taking online surveys, renewing their lease, generating referrals, communication, and following properties social media pages to receive updates, all of which can be traded for various prizes. The company works with property management companies of all sizes across the United States in both multifamily and student housing. Modern Message was founded in 2012 and is based in Dallas, TX. For more information, visit

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GiGi Giannoni
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