OuterBox is pushing deeper into vertical-specific performance marketing. The Ohio-based digital agency, backed by private equity firm WILsquare Capital, has acquired GRO Marketing, a specialist agency serving multifamily, student housing, and senior living communities. Financial terms of the deal were not disclosed.

The acquisition marks another step in WILsquare’s steady buildout of a scaled, yet independent, performance marketing platform—and signals growing investor confidence in niche-focused digital agencies that combine sector expertise with measurable results.

A vertical bet on residential communities

GRO brings domain depth that complements OuterBox’s broader performance marketing capabilities. Known for its work with residential community property managers and ownership groups, GRO has built a reputation around performance-driven campaigns and a high-touch, “white-glove” client model—an approach that mirrors OuterBox’s own positioning.

For OuterBox, the deal strengthens its foothold in residential real estate marketing, a segment that continues to show resilient demand despite broader economic uncertainty. Multifamily, student housing, and senior living operators face constant pressure to drive occupancy and leads efficiently, making performance marketing less discretionary than in many other industries.

“GRO’s specialized knowledge and history of driving incremental results for clients make this a highly strategic addition to the OuterBox platform,” said Jeff Allen, CEO of OuterBox, pointing to strong cultural alignment as a key factor behind the deal.

Private equity’s platform play continues

From WILsquare Capital’s perspective, the acquisition fits neatly into its roll-up strategy. GRO is the firm’s fifth addition to its digital marketing platform, following earlier acquisitions of OuterBox (2022), Trinity Insight (2023), TopSpot (2024), and Accelerated Digital Media (2025).

Andrew Scharf, Managing Director at WILsquare Capital, highlighted the appeal of the residential community vertical, describing it as a market with “stable and growing demand drivers” for marketing services. In a fragmented agency landscape, that kind of predictability is increasingly attractive to investors looking to scale specialized capabilities under a shared operational umbrella.

Unlike some private equity-backed consolidations that prioritize cost-cutting, WILsquare’s approach appears focused on expanding coverage and expertise—allowing acquired agencies to retain their identities while benefiting from shared resources and scale.

What it means for GRO—and its clients

For GRO, the deal represents a chance to accelerate growth without abandoning its core philosophy. Founder and CEO Matt Pavlick will join OuterBox as an investor and Senior Advisor, a move that suggests continuity rather than disruption for existing clients.

“Joining OuterBox empowers us to unlock new levels of growth and performance,” Pavlick said, emphasizing GRO’s long-standing focus on delivering tangible results rather than chasing volume.

That continuity may matter more than ever. As performance marketing becomes increasingly complex—driven by platform changes, privacy regulations, and rising competition—clients in housing-related sectors are likely to favor partners with both scale and deep vertical understanding.

A broader MarTech signal

The deal underscores a broader trend in MarTech and digital services: specialization is becoming a growth strategy, not a constraint. While generalist agencies struggle to differentiate, firms with clear vertical expertise are proving easier to scale, easier to sell, and more defensible in competitive markets.

With GRO now under its umbrella, OuterBox is positioning itself not just as a performance marketing agency, but as a platform with credible depth across high-value industry segments. For WILsquare, it’s another calculated step toward building a diversified yet cohesive marketing services portfolio.

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