When Should I Start Marketing For Lease-Up?

Launching a new multifamily development isn’t just about putting up a building; it’s about creating a brand, a lifestyle, and a community that people can’t wait to be part of.

Whether you’re a developing seasoned pro, who eats lease-ups for breakfast or just dipping your toes into the industry, the timing of your marketing efforts can be the game-changer. Nail the timing, and you’re not just filling units—you’re creating buzz, building demand, and driving your leasing goals through the roof.

This week, we break down the key milestones in the lease-up timeline and the strategies that’ll put you in the driver’s seat for multifamily success.

Pre-Construction: Creating Buzz Before the First Brick is Laid

Lease-up marketing starts before the cranes hit the ground.

This is your moment to stir up excitement and make sure people are talking about your development long before it’s ready. Think of it as the movie trailer that gets everyone hyped for the main event. Teaser campaigns are your best friend here. 

Social media ads showing off those sleek architectural renderings email sign-ups for future residents—this is how you build anticipation and make people feel like they’re in on something special.

Your goal? To have a line of interested prospective tenants itching to sign on the *virtual* dotted line the moment you open for leasing. The earlier you start, the more you can capitalize on that initial wave of interest, turning curiosity into commitment.

Mid-Construction: Keeping the Hype Alive

As your development rises from the ground, so should the momentum of your marketing.

Now’s the time to keep your audience hooked with updates that showcase the progress. Social media is your stage to broadcast these milestones—think construction progress, new amenities taking shape, and behind-the-scenes looks at what makes your development unique.

You’ve got to highlight what sets your property apart. Whether it’s a cutting-edge fitness center, a rooftop oasis, or seven-star resident services, these are the selling points that will have prospective tenants picturing their lives in your building. Virtual tours and sneak peeks? Those are your secret weapons to make the dream feel within reach.

Pre-Opening: Going All-In Before the Big Reveal

The final stretch before your grand opening is where the magic happens. This is your all-in moment—the pre-opening blitz. Three to five months out, you need to shift into high gear with a marketing push that converts interest into leases. 

This is where targeted advertising, on-site tours, and irresistible offers come into play.

Think early-bird specials, limited-time deals, or exclusive access to premium amenities. These incentives create urgency, driving prospective tenants to lock in their leases before someone else takes their spot. It’s about making them feel like they’re getting in on the ground floor of something big—because they are.

Avoiding Pitfalls: Navigating the Challenges of Lease-Up Marketing

Even the best plans can hit a snag. A common mistake? Not investing enough in marketing early on. The temptation is to wait until construction is further along, but this will signficantly slow down your lease-up and eat into your ROI.

You’ve got to start strong and keep that momentum going.

And let’s talk specialization. Multifamily marketing isn’t one-size-fits-all. It’s a niche that requires a deep understanding of what works and what doesn’t. Partnering with multifamily creative pros who live and breathe this sector can save you from costly missteps and ensure your strategy is on point from day one.

Timing is of the Essence in Multifamily Marketing

In the fast-paced world of multifamily development, timing isn’t just important—it’s everything.

A well-timed lease-up strategy that syncs perfectly with your development timeline can be the difference between a building that’s fully leased and one that’s struggling to catch up. By starting early, keeping up the momentum, and going all-in as you approach opening day, you’re setting your property up for success from the moment the doors open.

Remember, every phase of your development offers a unique opportunity to connect with future residents. Time your marketing right, and you won’t just meet your leasing goals—you’ll exceed them, creating a community that’s in high demand from day one.