Who Owns Overture?

Overture was launched by Greystar in 2015 as the company's luxury active adult apartment brand. The brand was developed in response to demographic trends driven by the aging of the Baby Boomer generation, which began turning 65 in 2011 and will continue to do so through 2029. This demographic wave created substantial demand for housing options designed specifically for active, healthy adults who are past the traditional family formation stage but not yet in need of assisted living or skilled nursing care.

Greystar's development of Overture reflected a strategic insight that the existing active adult housing market was dominated by two extremes: age-restricted communities (such as Sun City and other Del Webb developments) that were primarily for-sale products in suburban or resort locations, and continuing care retirement communities (CCRCs) that combined independent living with healthcare services. Overture was positioned to fill a gap in the market for luxury rental apartments specifically designed for active adults who wanted the flexibility of renting, the amenities of a luxury apartment community, and a social environment populated exclusively by peers in the same life stage.

The first Overture communities opened in major metropolitan markets in the United States, with the brand expanding to cities including Dallas, Atlanta, Denver, Charlotte, Nashville, and other markets with strong demographic demand for active adult housing. Overture communities are typically mid-rise or high-rise apartment buildings located in urban or suburban locations with convenient access to retail, dining, healthcare, and cultural amenities.

Overture communities are designed around a "maintenance-free" lifestyle concept, in which residents are relieved of home maintenance responsibilities and provided with a range of services and amenities that support an active, social lifestyle. Typical Overture amenities include resort-style fitness centers, swimming pools, social lounges, demonstration kitchens, art studios, libraries, and outdoor spaces. Communities offer programming including fitness classes, social events, educational lectures, and excursions that create a sense of community among residents.

As of February 2026, Overture has grown to encompass dozens of communities across major U.S. markets, making it one of the largest luxury active adult apartment brands in the United States. The brand competes with other Greystar active adult brands (Everleigh and Album) in different price segments, as well as with competing active adult apartment brands from other major apartment operators.