The multifamily housing market has grown increasingly competitive, with new developments constantly entering the pipeline. For property managers and developers, the challenge lies in not only attracting attention but also converting interest into signed leases quickly. The traditional approach of putting up signs, hosting open houses, and running simple listings is no longer enough to keep pace with demand. Instead, success now depends on modern, multifaceted marketing strategies that blend branding, digital advertising, pricing intelligence, and lead management systems into a cohesive plan.
Jonathan Beaulieu will explore the most effective approaches to filling units faster in multifamily lease-ups, highlighting how building-specific branding, omnichannel campaigns, dynamic pricing, and lead nurturing technologies work together to accelerate occupancy rates.
A lease-up is about more than just filling apartments—it’s about shaping the identity of a community. Building-specific branding goes beyond a name and logo; it crafts a narrative that appeals directly to the property’s target audience.
For example, a downtown high-rise might brand itself around a modern, tech-forward lifestyle, emphasizing smart home features and walkability. In contrast, a suburban community might lean into family-friendly amenities, green spaces, and schools. Jonathan Beaulieu emphasizes that by building a cohesive identity with visual consistency across websites, signage, social media, and collateral, properties establish recognition and trust.
This identity also creates differentiation. When prospective renters search online, they often see dozens of options. Strong branding ensures that one property stands out by communicating not just the features of the building but the lifestyle it represents. This emotional resonance can be the deciding factor when prospects are weighing otherwise similar options.
Modern renters research extensively before ever setting foot in a leasing office. To capture this audience, Jon Beaulieu explains that multifamily marketers need to engage across multiple digital touchpoints. Omnichannel marketing ensures prospects see consistent messages on the platforms they frequent most.
Effective strategies include:
An integrated omnichannel approach means a renter might first discover a property on Instagram, later encounter a retargeting ad while browsing the web, and then click through to a detailed landing page. Jonathan Beaulieu explains that this consistent exposure builds familiarity, credibility, and urgency.
Rent pricing has always been an art, but today it’s increasingly a science. Dynamic pricing models use real-time data to adjust rents based on supply, demand, seasonality, and even competitor pricing.
For property owners, this ensures units are neither overpriced—leading to extended vacancies—nor underpriced—leaving revenue on the table. Dynamic pricing also creates opportunities for lease incentives, such as offering concessions during slower leasing months or increasing rates when demand surges.
Jonathan Beaulieu emphasizes that by adopting revenue management software, property managers can respond quickly to market shifts and maintain competitive advantages. This not only accelerates absorption rates during lease-up but also optimizes long-term revenue performance.
Generating leads is only the first step; nurturing those leads effectively is what accelerates lease signings. Today’s renters expect immediate, personalized engagement. Without it, Jon Beaulieu explains that they quickly move on to another property.
Advanced customer relationship management (CRM) and marketing automation tools help leasing teams manage this process efficiently. Features often include:
When nurtured effectively, even lukewarm leads can be converted into residents over time. The key is consistent, relevant communication that builds trust and keeps the property top-of-mind.
Individually, each of these tactics, branding, omnichannel advertising, dynamic pricing, and lead nurturing, adds value. But the real power comes from integrating them into a unified strategy.
Consider this example: a property launches with a strong lifestyle-driven brand identity, targeted through ads on social media and search engines. Prospects click through to a landing page that reflects the same branding and offers easy scheduling for a tour. Pricing is dynamically optimized, ensuring units are attractive compared to nearby competitors. Every prospect who submits an inquiry receives automated follow-ups, with a chatbot answering their questions 24/7. Leasing agents then step in with personalized touches, closing the loop.
The result is not only faster absorption but also a more streamlined experience for renters, who feel supported and valued throughout the process.
Lease-ups today require far more than traditional outreach. Modern renters expect transparency, digital convenience, and brands that reflect their lifestyles. Developers and property managers who embrace building-specific branding, omnichannel digital advertising, dynamic pricing, and lead nurturing systems will not only fill units faster but also create stronger communities with satisfied residents.
Jonathan Beaulieu emphasizes that as technology evolves, these strategies will become even more data-driven and interconnected, making the lease-up process more efficient and effective. Properties that stay ahead of the curve will position themselves for long-term success in an increasingly competitive multifamily market.
