410 Probandt | HILMY proposal for AREA Real Estate

Opportunity

Create a residential property with enough distinction, service and operating character to earn a meaningful premium.

What has to be true for a resident to pay more?

01
A point of view
The property stands for something the apartments nearby do not.
02
Hotel level service
Staff behave like a hotel team, not a leasing office.
03
A real welcome
Move in is hosted, not a key handoff and a packet.
04
One consistent hand
Name, signage, sound and material read as one place.

AREA's working ambition is for selected residences to command approximately $300 to $500 more per month than genuinely comparable nearby units, where unit size, location, lease structure and market conditions support it.

Between the Mission Reach, Southtown culture and the growth moving south from downtown.

Residences: Approximately 200
Resident: Culturally engaged, spends selectively
Position: Above the Southtown set, credible against Pearl

410 Probandt

The site

Blue Star Arts Complex

Galleries, studios, dining

Southtown + King William

Historic district

Lone Star Brewery Site

Major redevelopment

Downtown + Hemisfair

Employment, civic core

Mission Reach

Fifteen miles of trail

Competitive Gap

Published One-Bedroom Pricing Snapshot.

Published starting rents are directional, not directly comparable. Bedroom count, square footage, floor, view, lease term, monthly fees and concessions all move the real number.

Amenity lists read almost identically.
Nobody in the set operates like a hotel.
The river is adjacent to many, claimed by none.

Public pricing can span more than $2,000 within a single property and bedroom type.

Each property's relevance depends on unit size, plan, floor, view, lease structure, fees and concessions.

Published One-Bedroom Pricing Snapshot, August 2026Property / Pricing / Context

Direct comparison candidates

1221 Broadway
$1,423 to $2,439
Broadway corridor. Advertised availability varies by plan and apartment.
The Levee at Southtown (formerly Flats at Big Tex)
$1,095 to $1,448 base rent
Publishes base rent and total monthly price separately. Total monthly price for the same plans runs $1,222 to $1,575.
Southline
From $1,715
Pearl adjacent. Other displayed one bedroom plans start at $1,776 and $2,620. No property-wide high published.

Upper-market benchmarks

Coopers Row
$1,699 to $3,625
Many larger or flex one bedroom plans are offered around $2,575 to $3,625.
Tin Top Flats
$1,479 to approximately $3,936
Wide spread by plan, lease term and specials. The low end is not the representative one bedroom rent.

Published pricing is directional. During the engagement, HILMY will evaluate the relevant unit set by square footage, floor, view, lease term, recurring fees and concessions before making pricing recommendations.

The goal is not to outprice every property shown. It is to define the right direct comparison set, then create enough value for selected comparable residences to outperform it.

Strategic Answer

An urban river retreat for people who live with intention.

Working strategic line, not a final tagline.

It should feel like a hotel without pretending to be one. Service and atmosphere carry the premium. Finishes will not.

01

Position

Claim the river, Southtown culture and quiet. Sell a way of living.

02

Experience

Three moves: a hosted move in, staffed pool and coffee, named local partners.

03

Name

River Camp is an input, not direction. Phase 1 tests it against two territories.

410 Probandt leasing lounge — Leasing lounge

410 Probandt outdoor lounge — Outdoor lounge

410 Probandt pool environment — Pool environment

04Collaboration

HILMY in collaboration with Hot Metal Design Co.

HILMY serves as AREA's primary liaison and strategic partner, translating the client's business objectives, market position and target audience into a clear brand brief. Hot Metal Design Co. leads the visual identity, graphic design and signage and wayfinding artwork. The work is developed collaboratively and presented as one coordinated recommendation.

HILMY

Client Strategy + Relationship Lead

Primary point of contact for AREA Real Estate
Understanding the client's business, priorities and decision-making
Target audience insight and resident perspective
Positioning, naming and market direction
Translating business objectives into the strategic brand brief
Coordinating ownership, operations, architecture, interiors and partners
Ongoing counsel, communication and relationship management

Hot Metal Design Co.

Visual Design Lead

Visual identity and graphic system
Typography, color and visual standards
Signage and wayfinding artwork
Environmental graphics
Collateral, merchandise and production artwork
Fabricator and production coordination

Shared Collaboration

Concept development and exploration
Review and refinement of the visual expression
Aligning design decisions with the business strategy and target audience
Presenting one unified recommendation to the client

HILMY holds the client relationship and strategic context. Hot Metal leads the visual design. The brand is shaped together.

Phases + Investment

One required engagement, one next phase, and an advisor who stays.

Total Initial Engagement

$40,000

Brand Strategy + Visual Identity: $17,500
Brand Applications + Implementation: $7,500
Strategic Consultancy: $15,000

Phases are invoiced at initiation. The consultancy is invoiced monthly.

Required engagement

Brand Strategy + Visual Identity

$17,500

9 to 12 weeks across both workstreamsShared engagement between HILMY and Hot Metal Design Co.

Both workstreams below are required and included in the $17,500 group price. They are not sold separately.

A

Naming + Positioning

Required. 3 to 4 weeks. HILMY lead.

B

Master Identity + Brand Experience

Required. 6 to 8 weeks after naming approval. Hot Metal Design Co. lead, HILMY direction.

Next phase

Brand Applications + Implementation Coordination

$7,500

Aligned to construction and productionHot Metal Design Co. applications, HILMY oversight

Ongoing

Strategic Development + Hospitality Consultancy

$15,000

$3,750 per month for four months

Four month initial term, runs across all phasesHILMY lead

Relevant Proof

Current relationships that support the case.

HILMY is actively working across residential development, hospitality and placemaking with the operators and ownership groups shaping this market.

Oxbow Development: Current agency; Oxbow Building, Coopers Row, Elmira Project and Aldea Southtown
Kairoi Residential: Current agency; 6G Austin, Bosque at Waterline and several active residential projects throughout Texas and the United States
White Lodging: Current agency; Kimpton San Antonio and Tenfold Rooftop
Autograph Collection Hotels: Approved agency; Plaza San Antonio and Anaqua

Next Step

Build the idea before building the campaign.

Approve Brand Strategy + Visual Identity and the consultancy. Naming and positioning first, then identity and experience.

Email HILMY to Approve$17,500 plus $3,750 per month

Opens a pre-addressed email to alex@hilmy.com.

Anyone can open another apartment near the river. The better move is a residence that belongs here.

410PROBANDT