Lease the neighborhood. The building follows.
A social and content strategy for ground-up multifamily lease-up — built around an embedded local creator who sells the street, not the spec sheet. We build an engaged leasing audience on organic social while the building is still rising.
Book a lease-up strategy callOrganic form-fill rate, before doors open
6x the multifamily category average (1–3%) — earned on organic social for Verdant Grand Rapids, a community that doesn't open until September 2026.
Real Verdant content, built before opening.
A sample of the organic social Verdant ran while the building was still rising — neighborhood-first content that earned a 6x-category leasing audience with zero paid spend. Tap any post to view it full screen.
You're marketing a building nobody can tour yet.
Ground-up lease-up is the hardest marketing moment in real estate. The asset is months from existing, but the occupancy curve starts now. Renders and "coming soon" pages don't move a shortlist.
So the spend goes to paid before there's anything to convert on — and the curve slips a quarter to the right.
Sell the neighborhood. Not the building.
We put an embedded local creator on the ground. Someone who already lives the neighborhood, documenting the lifestyle your address unlocks — months before the building is something anyone can walk through.
By the time the doors open, there's a warm, engaged leasing audience that already feels like it belongs there. The building becomes the obvious next step, not a cold pitch.
Why neighborhood-first works
- →You can market a street on day one — you can't market a building that isn't built
- →An embedded creator reads as a neighbor, not an advertiser
- →Local partnerships and competitions pull new networks into the channel
- →Demand compounds for six months before lease-up even starts
What a lease-up campaign actually includes.
An embedded local creator.
Not a brand account talking at renters — a creator who already lives the neighborhood, documenting the street your building is rising on.
A neighborhood-first content strategy.
We lead with the street, the coffee shop, the walk home — the lifestyle the address unlocks — long before the building is something anyone can tour.
Local partnerships that grow reach.
Gift cards to the restaurants on your block, venue and event tie-ins, neighbor collaborations — every play widens the audience and earns goodwill.
Engagement-driven competitions.
Mechanics designed to pull the audience's own networks into the channel — and back toward your address.
A pre-leasing content library.
Hero film, lifestyle photography, and a social library produced early — enough to start collecting interest six months before doors open.
A runnable posting plan.
A day-by-day organic social calendar mapped to your occupancy curve — content that actually ships, on the platforms your renters already live on.
A custom live dashboard.
Every post overlaid on daily site traffic and inquiries, updated automatically — ownership sees what we see, in real time.
A stabilization handoff.
A documented playbook your in-house team can run after lease-up, so the channel never goes quiet once we step back.
This is the play that built Verdant's numbers.
Calm, on Bridge Street, before a single unit existed. We led with the neighborhood and an embedded creator, layered in local partnerships and a Live Nation collaboration, and built a custom live dashboard so ownership could watch the audience grow in real time.
All metrics from organic social channels only. Zero paid attribution.
Verdant. Talbot Development.
A brand built around calm that hit a 6x-category organic form-fill rate — before the community even opened its doors.
The brief. Build a brand around calm on Bridge Street, for a community still under construction. Lease the neighborhood before the building opens — without leaning on paid.
What we made. A neighborhood-first content rhythm: creator-led social, local partnerships, engagement competitions, and a live performance dashboard. All organic. Zero paid attribution.
Read the full case study →“Studio + Commerce converted nearly 18% of our organic social traffic into leads. Not impressions. Not followers. Actual leasing leads. They are our secret weapon for Gen Z renters.”
Ryan Talbot, Talbot Development Co.
One integrated campaign, from pre-leasing to stabilization.
Strategy & creator casting
We map the neighborhood, define the channel-first story, and cast the embedded local creator — typically six-plus months out from opening.
Frameworks: Neighborhood Map · Creator Brief
Pre-leasing channel build
The creator goes live, the content library is produced, and local partnerships and competitions start pulling an audience toward the address.
Frameworks: Embedded Creator · Local Partnerships
Launch, lease, stabilize
The organic social channel and content library run on one occupancy calendar through opening, tracked on a live dashboard, with a documented handoff at stabilization.
Frameworks: Posting Plan · Live Dashboard
The questions we get most.
Ideally six or more months before doors open. The whole point of a neighborhood-first channel is that it builds a warm leasing audience while the building is still under construction — the earlier we start, the more demand compounds before lease-up begins.
That's exactly the moment this works best. We don't market the building — we market the street, the lifestyle, and the neighborhood your address sits in, through an embedded local creator. The building becomes the obvious next step once the audience already feels at home there.
Someone who already lives and is known in the neighborhood, cast and directed by us. They read as a neighbor, not an advertiser — which is why the content earns engagement a brand account never could.
It's a social and content strategy play — organic-led. Verdant earned its 6x-category numbers on organic social with zero paid spend. Paid can amplify what's already working, but the engine is the content and the creator, not ad budget.
We build a custom live dashboard that overlays every post on daily site traffic and inquiries, updated automatically. Ownership sees the audience grow — and converts to leads — in real time, the same way Verdant's team does.
Usually local. For lease-up campaigns, your crew will be based in your market — not flown in. When and if you require a brand shoot and a bigger team is needed, we can bring some of our LA team to you.
It depends on the asset, the market, and the length of the lease-up runway. Tell us about the development and we'll come back with what an integrated campaign would deliver and what it would cost, within two business days.
Tell us about the development. We'll tell you how we'd lease it.
Standing up a new development? Tell us about the asset and the opening timeline. We'll come back with a neighborhood-first lease-up plan and what it would cost, within two business days.
Download the Gen Z guide →