When going through the lease up phase, every single property and every single team should have their lease up checklist in place and treat it as the single source of truth for guiding you through the lease up period. Your apartment lease up checklist should actually start with pre-leasing to ensure that you are getting all of your pillar marketing pieces in place — website, social media, images and verbiage, marketing programs, community outreach, etc. While the property is under construction, don’t hold back on showcasing its progress either. We live in an HGTV world and people now understand and want to be a part of the construction process. Make a point to record videos of key milestones like the kitchen cabinets going in or the gym equipment being delivered or a feature art piece being installed. Then showcase all of those milestones via email to your lead list and online via social media.
While pre-leasing, your team should also research and walk some of the other apartment communities in the area so they know what the competition is going to be and can speak to that while leasing. In addition, be sure to enlist the help of the local media to get the word out about the new community. Hosting events, fundraisers, and a ribbon cutting ceremony are a great way to draw in the local media attention.
And any good lease up checklist would not be complete without ample time set aside for your team to complete the lease-up training process. Especially with new team members that have not done a lease up before, training is going to ensure the community operates as a well-oiled machine when crunch time rolls around.
Another thing to set and make abundantly clear throughout the entire lease up process is your lease up goals.. While you’ll obviously have clear goals around what percent leased up and what percent occupied you want and need to be by specific dates, one of the most important goals to have very early on in the lease up process is to create a sense of community. Making sure that your team is keeping that goal at the center of everything they do is going to be one of the most important things you do from the start. Setting the feel of your community starts with the first prospect and first resident. Take advantage of social media platforms to get the word out about your community and put your team front and center. Introduce yourselves, help people get to know you, and showcase what makes your team and your community different, special, and place that someone should want to live at.