Early Starts, Strong Finishes: Accelerating Your Lease-Up Timeline with Chris Arnold
WELCOME TO THE ULTIMATE LEASE-UP SERIES: YOUR BLUEPRINT FOR SUCCESS
Are you working to launch a new multifamily development? Or maybe you’re in the thick of lease-up and looking for marketing methods that will help you see results faster? Our Lease-Up Series is designed to be your definitive guide, bringing you expert insights, proven strategies, and real-world wisdom for mastering the multifamily market. Whether you're a seasoned professional or new to the industry, this series gives you the tools and knowledge you need to reach (and pass!) your leasing goals.
Join us as we kick off this series with Chris Arnold, co-founder of Authentic, a visionary in the realm of apartment marketing. We'll explore the milestones of the lease-up timeline, making sure you know the critical points to use your marketing genius to give you big results. This series isn't just about filling units—it's about creating a vibrant community that stands out in a crowded market.
Why tune in? Because here, you'll discover:
Insider Strategies: Uncover the marketing secrets that have transformed properties from vacant to vibrant.
Actionable Tips: Every episode is packed with practical advice that you can start today.
Community Building: Learn how to not only attract residents but retain them, turning your property into a sought-after living destination.
So, if you're ready to shake up the multifamily world and leave your mark, this Lease-Up Series is your starting line. Let's dive in and transform your approach to apartment marketing, one episode at a time. We’re so happy you’re here!
EPISODE AT A GLANCE:
00:00 Welcome to the Lease-Up Series Kickoff!
00:55 Introducing Chris Arnold: A Deep Dive into Lease-Up Strategies
02:18 The Early Bird Gets the Lease: Starting Your Marketing Early
06:11 Maximizing ROI: The Importance of Early Marketing Investments
07:40 Avoiding Common Pitfalls in Lease-Up and Marketing
07:54 The Power of Specialization in Multifamily Marketing
18:24 Navigating the Challenges of Lease-Up and Rebranding
20:18 Transforming Cities: Insights and Resources for Marketers
23:19 Wrapping Up: The Future of Multifamily Marketing
TIMING IS EVERYTHING: THE LEASE-UP TIMELINE EXPLAINED
Timing your marketing activities is critical to the success of any lease-up campaign. We work to break down the ideal timeline, from the groundbreaking to the grand opening, making sure property managers and marketing teams can hit the ground running. By strategically deploying marketing resources at different phases of the development, properties can maximize visibility and appeal to qualified, potential renters right from the start.
Pre-construction Promotion: Start promoting the development with teaser campaigns and sign-ups for interested potential residents.
Mid-Construction Milestones: Update future residents with construction progress and highlight key features and amenities.
Pre-Opening Blitz: Ramp up marketing efforts 3-5 months before opening with targeted ads, tours, and early bird specials.
RAISE YOUR HAND IF YOU WANT TO BE THE BEST LEASING AGENT YOU CAN BE!
Grab our customizable monthly planning pack!
THE POWER OF EARLY ENGAGEMENT: BRANDING AND POSITIONING
Developing a strong brand and positioning early in the development phase can set the tone for the entire lease-up process. We highlight how effectively crafted branding not only attracts attention but also establishes a property’s identity, differentiating it from competitors. An authentic and appealing brand can help set up your community as desirable and approachable, attracting the right demographic of renters.
Define Your Brand Identity: Craft a unique brand identity that resonates with your target audience.
Consistent Brand Messaging: Make sure all marketing materials and messages are consistent with your brand identity.
Strategic Positioning: Position your property in a way that highlights its unique features and benefits compared to competitors.
THE IMPORTANCE OF SPECIALIZED MARKETING PARTNERS
Choosing the right marketing partner is crucial in the multifamily industry. Chris Arnold helps emphasize the value of partnering with agencies that specialize in multifamily marketing, so you can benefit from their experience and industry-specific insights. Partnerships like this will help improve the success of all the lease-up efforts you put so much hard work into. Specialized partners understand the unique challenges and opportunities within the multifamily sector, and can help you work towards solutions that are specific to your community and will drive results.
Vet Potential Partners: Carefully evaluate marketing agencies’ experience and track record in the multifamily industry.
Seek Specialized Expertise: Look for partners with specific skills in areas like digital marketing, branding, and resident engagement.
Collaborative Approach: Choose a partner willing to collaborate closely with your team to make sure strategies are aligned and goals are met.
SIGNAGE AND BRAND ALIGNMENT: BEYOND THE BASICS
Effective signage goes beyond announcements; it's an integral part of your property's branding and marketing strategy. We talk about how thoughtfully designed and strategically placed signage can really help enhance brand visibility and recall. When you make sure signage aligns with your property’s overall branding and aesthetic, managers can create a cohesive and attractive image that captures and retains attention.
Design With Brand in Mind: Ensure all signage reflects your brand's aesthetics and messaging.
Strategic Placement: Place signs in high-traffic areas to maximize visibility and impact.
Innovative Signage Solutions: Consider digital or interactive signage to stand out and engage potential renters.
LEVERAGE EDUCATION AND PREPARE FOR PITFALLS
Preparation and education are so important to navigating the lease-up phase smoothly. This part of the discussion focuses on anticipating common challenges and giving your team the knowledge to address them effectively and (hopefully) proactively. By understanding potential pitfalls and planning ahead, properties can avoid common setbacks and maintain marketing momentum throughout the lease-up process.
Anticipate Common Challenges: Educate your team on the typical lease-up challenges and how to overcome them.
Plan for Contingencies: Develop contingency plans for delays or issues in construction, marketing, and resident engagement.
Continuous Learning: Encourage ongoing education and training for your team to stay ahead of industry trends and solutions.
EMBRACING CHANGE AND MEETING GOALS
The multifamily industry is always evolving, which means our strategies for marketing, branding, and lease-ups have to be flexible enough to work with and through those changes. The need for adaptability and innovation is so important so we can make sure we are meeting the ever-changing demands of renters and the market. When we stay informed of industry trends and are willing to adjust tactics, we give our properties a competitive advantage and stay appealing to potential (and current) residents.
Stay Informed: Keep informed of industry trends and shifts in renter preferences.
Embrace Technology: Utilize the latest technologies in marketing and property management to stay efficient and appealing.
Focus on Community Building: Invest in initiatives that foster a sense of community, making your property more than just a place to live but a place to belong.
By incorporating these strategies and insights into your marketing, you can make sure your lease-up campaign not only reaches but exceeds its goals, which will set a strong and reliable foundation for your property's success.
Chris Arnold is the Co-Founder of Authentic, a real estate agency that builds premier brands, boosts property values, and improves lease-up velocity.
Authentic was built around the development life cycle and brings extensive experience to early-stage strategy, naming, brand building, web and digital rollouts, and fast lease-up execution.
With over two decades of experience spanning tech, design, brand, and social, Chris invariably evaluates how marketing and communication impact the successes or failures of modern property rollouts.
You can find Chris interviewing industry leaders on the Transforming Cities podcast and sharing his experiences and education on LinkedIn daily.
Connect with Chris:
1. See Authentic’s Beautiful Brands in Action
2. Listen/Watch/Subscribe to Transforming Cities
3. Follow Chris’ Daily Posts on LinkedIn
