I often think of an old quote when writing about multifamily marketing.
"You must never settle into complacency, as if your initial vision represents the endpoint."
It’s a fitting reminder as we round off 2024 and look ahead to a new year in residential development because here’s the reality: there’s a new way and an old way to think about successful development projects in 2025.
The old way? Winging it—cobbling together a fast and cheap website, a few ILS ads geared toward "young professionals", and some glossy brochures, hoping renters will flock to your property. But there's a big problem: Spray and pray and finger-crossing isn’t a sustainable strategy, and in today’s high-stakes market, competition is fierce, margins are razor-thin, and every move on the pro forma matters.
The new way is smarter, sharper, and far more precise. It’s not about working harder; it’s about working with surgical-level accuracy. And the instigator to making it happen is a strong playbook.
A playbook isn’t just another marketing plan. It’s a finely tuned system crafted to evolve with your project—any project, market, or phase. This is where art meets science, where vision meets execution, and where multifamily properties leap from surviving to thriving.
Picture this: You’re building a multifamily property. The construction dust hasn’t even settled, and the clock is already ticking. Investors want results, tenants need leases, and competitors are circling like sharks. You need a plan that doesn’t just look good on paper but delivers real, measurable results.
That’s the playbook.
A playbook isn’t some cookie-cutter template. It’s a blueprint tailored to your property’s specific needs. It evolves as the project evolves, guiding your marketing and branding through every stage of development. Here’s how it’s broken down:
Construction Phase: This is the foundation—literally and figuratively. You establish the property’s brand, design the visuals, and create buzz even before leasing begins. Think bold signage, early social media teasers, and a killer name that sticks in people’s minds.
Pre-Leasing Phase: Now it’s time to turn heads and capture attention. Your campaigns should drive anticipation and generate early leads. This is where your digital game needs to shine—targeted ads, lead magnets, and landing pages that scream, “This is the place to be.”
Active Leasing Phase: Game time. This is where the pressure’s on to fill units fast. High-intensity campaigns take center stage, combining demand generation, lead nurturing, and hands-on leasing strategies.
Stabilization Phase: Your property is almost full, but the work doesn’t stop. Refining your strategy here ensures long-term success. You optimize campaigns, lock in resident satisfaction, and boost ROI.
Every phase has its challenges, but the playbook keeps you focused. It’s not just about doing more—it’s about doing what matters when it matters.
Why does the playbook work? Because it connects every piece of your marketing puzzle. Without it, you’re just throwing darts in the dark. With it, you’re operating with laser precision.
Take demand generation, for example. Most people think it’s just running ads. Wrong. Demand generation is an art. It’s about creating desire and driving action. A strong playbook outlines exactly how to do that at every stage:
Early Awareness: Build hype with sneak peeks and storytelling. Highlight what makes your property unique.
Mid-Lease Push: Scale demand with targeted digital campaigns and partnerships that drive real leads.
Final Units: Create urgency with exclusive offers, targeted promotions, and hyper-local outreach.
Or think about branding. A playbook doesn’t just tell you to “make a logo.” It lays out the strategy for how your property’s brand should evolve—from initial design to how it’s activated in the market. The result? A brand experience that renters don’t just like—they remember.
Let’s talk ROI. Developers care about one thing: results. They want to see their investment turn into a property that fills up fast and holds its value. The playbook delivers that by bringing clarity to the chaos of real estate marketing.
Developers get:
1. A Clear Roadmap: No more guesswork. The playbook spells out exactly what to do, when to do it, and how to do it.
2. Flexibility for Any Budget: Big project? Small project? Tight timeline? No problem. The playbook adapts to fit the situation without sacrificing results.
3. Proven ROI: Playbooks aren’t filler and fluff. They’re rooted in data, built from years of experience, and designed to maximize returns.
This is the difference between a scattershot approach and a strategic one. Developers see the playbook as a way to not just meet expectations but exceed them.
Here’s the big picture: The multifamily real estate market is only getting more competitive. The old ways of marketing—scattershot campaigns, disconnected deliverables, and “set it and forget it” strategies—don’t work anymore.
Playbooks represent the future. They blend creativity with structure and art with analytics. They take every piece of your marketing and make it work harder, smarter, and more effectively.
And this isn’t just for today. Playbooks are built to last. They evolve with your property, adapting to new challenges and opportunities. Whether it’s navigating market shifts, launching a new development, or rebranding an existing property, the playbook is your go-to strategy for success.
Here’s the truth: Multifamily real estate isn’t for the faint of heart. It’s a fast-paced, high-pressure industry where only the strongest survive. And the strongest don’t just react—they anticipate, adapt, and dominate.
That’s what the playbook is all about. It’s more than a tool; it’s a mindset. It’s about owning your strategy, taking control, and driving results that matter.
You want to stand out in a crowded market? Do you want to fill units faster, boost ROI, and build a brand that people can’t ignore? Then you need a playbook.
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