In the news · Hollywood
Urbanize LA reports that construction is underway at 7337 Fountain Avenue—one current example of how GREP connects acquisition, entitlement, construction, asset management, and property operations.
Urbanize LA · June 18, 2026
“Construction begins for 47 apartments at 7337 Fountain Ave. in Hollywood”
Read the coverageProject 02
A five-story mixed-income multifamily project now moving from approved plans into active construction.
Units
47
Location
Hollywood / West Hollywood border
GREP involvement
General Partner and Developer: lot assemblage, entitlement and construction management; currently in construction
Property highlights
Studio, one-, two-, and three-bedroom apartments, including six homes designated for very low-income households, with a rooftop amenity deck.
Founded in 2016 by Steven Scheibe and Ramin Ghaneeian, Generation Real Estate Partners acquires, entitles, develops, owns, and operates multifamily real estate across Los Angeles.
Across eight projects, GREP brings acquisition, entitlement, construction, asset management, and property operations together under one accountable team—from the first site decision through long-term stewardship.
8
Projects
Under Development & Completed
290
Units
Under Development & Completed
$100M+
Completed Asset Value
250K
Gross SF Developed
One accountable team
7337 Fountain makes the work visible. The value of GREP’s model is the continuity behind it: the same team stays close to the property from the first site decision through long-term stewardship.
Identify underused land and assemble the right site around a viable housing opportunity.
Shape a plan around local rules, available incentives, neighborhood context, and executable density.
Carry the approved vision into the field with continuity, informed decisions, and accountable oversight.
Make early decisions with the building’s long operating life—and the resident experience—in view.
Relevant work
Mix of 2 and 3 bedrooms, TOC density bonus utilization, now fully stabilized. Completed in Q3 2023.
View project
Mix of 1, 2 and 3 bedrooms with 5 deed-restricted affordable units. TOC density bonus utilization and ADU bonus.
View projectContinue from the evidence
Martel and Fountain demonstrates the connected work; the next conversation can begin with an owner, broker, or investor.
Start a conversation
If you own or represent underused land or multifamily property in Los Angeles, talk with GREP about what the site could become—and what it takes to carry the work through.
Discuss a property