If you’ve ever driven past a lease-up in your submarket—the one soaking up all the attention, pulling prospects in droves, and radiating that unmistakable “everyone wants to live here” energy—you’ve probably asked yourself:
“What’s that building have that we don’t?”
The amenities? On par.
The views? Just as good.
The pricing and concessions? Practically identical.
And yet, while they’re buzzing with demand, you’re left watching foot traffic crawl, wondering where the momentum went.
Here’s the uncomfortable—but critical—truth:
It’s probably not what they have. It’s when they started.
More often than not, that magnetic pull comes from one strategic move—Early Activation. The decision to market before the market expects it. Not weeks before CO, but as early as 12-18 months ahead of delivery—the timeframe we advocate for at Authentic because that’s when attention is cheapest, competition is blind, and the opportunity to own mindshare is wide open.
Early Activation doesn’t just create awareness. It sparks a domino effect—generating leads, word of mouth, PR, and curiosity that compounds long before the first resident picks up a key.
And that’s how they’re doing it. Here’s how you can, too.
Too many developers treat marketing like a light switch—off during construction, flipped on when the finish line is in sight. But in today’s environment, waiting until CO to build visibility is like arriving at a marathon after everyone else has already rounded the last corner.
The projects dominating your market aren’t getting lucky—they’re getting intentional. They’re using the construction phase to grab attention when it’s most valuable and least contested. They understand that demand isn’t something you stumble upon—it’s something you cultivate.
By the time they open, they aren’t introducing themselves—they’re fulfilling months of built-up anticipation.
Effective activation isn’t about checking boxes—throwing up a fence banner or launching a placeholder website. It’s about igniting a chain reaction that feeds itself:
At Authentic and CHARLESGATE, we see this play out repeatedly—properties stabilizing within months post-occupancy while competitors languish at 50%, wondering why the phones aren’t ringing. It’s the compound effect of consistent visibility, executed early.
There’s a myth that only institutional giants can afford this approach. The reality? Some of the most effective activations come from local and regional developers who understand that timing and precision beat big budgets every time.
Early Activation is about how you invest, not how much:
They’re deliberate strategies focused around attention, exactness, and designed to position your property while others are still waiting for "the right time"—which often never comes.
The projects that feel inevitable—the ones that dominate tours, social feeds, and conversations—didn’t get there by accident. They didn’t rely on comparable amenities or competitive pricing alone. They controlled the narrative early, ensuring that demand wasn't a question by the time they opened—it was a given.
If you’re watching another building capture all the attention while your comparable project struggles for visibility, it’s time to stop asking what they have—and start asking when they started working for it.
Next time you pass that buzzing lease-up, remember:
They didn’t wait for demand. They engineered it—months in advance.
And with the right strategy, so can you.
In oversupplied markets, cutting marketing spend out of fear only worsens performance, while competitors who invest strategically gain ground.
This week we're balancing the scales of centralization and people onsite in new development multifamily.
This week we're digging into the balance between people and profitability for onsite operations that excel internal, resident, and ownership expectations.
This one's for the spreadsheet junkies who are looking to level up their next development through a revamped pricing strategy that has proven market-beating results.
A simple read in under 5 minutes, delivered to your inbox Saturday mornings.
A simple read in under 5 minutes, delivered to your inbox Saturday mornings.