A launch plan that ties content, paid, and leasing to one occupancy curve.
An integrated lease-up campaign for multifamily, BTR, student, and senior housing — content, paid distribution, on-site marketing, and reporting, all built around the curve your asset manager actually cares about.
From pre-leasing through stabilization
One integrated campaign with one owner — content, paid distribution, on-site activation, and reporting moving on the same calendar, against the same occupancy target.
Lease-up is the most expensive moment in a property's life. It's also the least integrated.
Pre-leasing, opening, and stabilization usually involve a brand agency, a paid media shop, a property management team, and an ownership group — all measuring different things on different timelines. The result is content that doesn't run, paid that doesn't land, and a curve that slips a quarter to the right.
A lease-up campaign is one integrated plan with one owner. Content, distribution, on-site activation, and reporting moving on the same calendar, against the same occupancy target.
What lands when we run a lease-up campaign.
Lease-up strategy & curve planLease-up strategy & curve plan
A weekly occupancy plan tied to phases, units released, and marketing spend.
Pre-leasing content dropPre-leasing content drop
The hero film, photography, and social library required to start collecting interest 6 months out.
Paid media plan & creativePaid media plan & creative
Meta, Google, programmatic, and OOH plans with creative built for each surface.
Property website & landing pagesProperty website & landing pages
Conversion-tuned pages for paid and organic — or templated drop-ins to your existing CMS.
On-site marketing kitOn-site marketing kit
Signage, leasing collateral, and tour-day assets that match the campaign.
Email & SMS sequencesEmail & SMS sequences
Pre-leasing waitlist, opening invitations, and conversion sequences.
Weekly reportingWeekly reporting
A single dashboard tying creative, paid, leads, tours, and signed leases.
Stabilization handoffStabilization handoff
A documented playbook your in-house team can run after stabilization.
One campaign, three phases, one occupancy curve.
Strategy & curve
Six months out: we set the lease-up strategy, weekly curve, and content calendar.
Frameworks: Curve Plan · Channel Mix · Calendar
Pre-leasing & launch
Three months out through opening: pre-leasing waitlist, hero asset drop, and paid in-market.
Frameworks: Waitlist Engine · Hero Drop · Paid Launch
Stabilization
Opening through stabilization: weekly creative refresh, paid optimization, and reporting against the curve.
Frameworks: Weekly Optimization · Curve Reporting
What to expect from a launch & lease-up engagement.
Everything below is standard scope — surfaced up front, not buried in an FAQ.
Engagement length
Typically 9–12 months — six months pre-opening through stabilization.
Paid media
Buying handled by our team or your existing agency — we'll plug into either model.
What's not included
Property management software setup, leasing CRM implementation, and brokerage commissions.
Who owns what
We own the campaign plan, content, and reporting. Your team owns leasing operations and tours.
Reporting cadence
Weekly readouts during the active campaign; monthly during stabilization.
Stabilization exit
Every campaign leaves behind a documented playbook your in-house team can run on its own.
How this fits into a full content program.
The questions we get most.
Ideally about six months before opening — campaigns typically run 9–12 months from pre-leasing through stabilization.
Yes — buying is handled by our team or your existing agency; we plug into either model.
Strategy and curve plan, pre-leasing content, paid media plan and creative, web and landing pages, on-site kit, email/SMS sequences, and weekly reporting.
It's an integrated campaign with one owner — content, paid, on-site activation, and reporting on one calendar against the occupancy curve — not standalone production.
Yes. We own the campaign plan, content, and reporting; your team owns leasing operations and tours.
It's scope-dependent on timeline and curve. Tell us the property and opening date and we'll come back with a strategy preview and scope within two business days.
Let's plan a lease-up that hits the curve.
Tell us about the property, the opening date, and the pro forma curve. We'll come back with a strategy preview and a scope within two business days.
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