The first 90 days of a lease-up are crucial. Use this window to set the tone, establish your brand, and build momentum toward your leasing goals.

To help you hit the ground running, here are the top three marketing moves you should prioritize in the first 90 days of a lease-up—and why they matter.

1. Build a Strong Digital Presence Early

Before your leasing office opens its doors, your online presence should already be working for you.

• Website: Ensure your website is live, mobile-friendly, SEO-optimized, and easy to navigate. Include professional renderings or virtual tours, a clear call to action, and up-to-date availability.
• Google Business Profile: Claim and fully optimize your Google Business Profile. This will boost your local SEO, help prospects find your location, and legitimize your community in search results.
• Social Media: Launch community-branded profiles on Instagram and Facebook (at minimum). Start posting teasers, construction updates, neighborhood highlights, and team introductions. This helps create a sense of familiarity and anticipation.

Pro Tip: Use "Coming Soon" messaging to build excitement and invite early inquiries.

2. Leverage PPC and Social Ads

Early on, you want to maximize visibility to the right audiences—and fast.

• Google Ads: Run targeted PPC campaigns focused on high-intent keywords like "apartments near me," "new apartments in [city]," or "[neighborhood] lease specials."
• Social Ads: Use Meta Ads to create visually appealing, local campaigns that highlight unique selling points—rooftop lounges, pet-friendly features, grand opening promotions, etc.
• Lead Tracking: Make sure all campaigns are integrated with lead tracking tools like GA4 and UTM links so you can measure what's working and refine as you go.

Pro Tip: Retarget website visitors and social engagers with personalized follow-up ads to stay top-of-mind.

3. Engage Locally and Collect Interest

People trust people—especially in the early phases of a new development.

• Host Local Events: Consider a hard hat tour, open house, or coffee with the leasing team at a nearby café. It doesn't have to be big—just visible.
• Partner with Local Businesses: Create cross-promotions with gyms, cafes, or salons nearby. Offer mutual discounts or feature each other on social media.
• Capture Leads: Use QR codes, interest forms, or early-bird specials to capture contact info and begin nurturing those leads right away.

Pro Tip: Get involved with local networking groups or chambers of commerce to increase visibility and form valuable partnerships.

The first 90 days of a lease-up aren't just about filling units—they're about laying a foundation. A well-orchestrated marketing plan that combines digital readiness, targeted advertising, and local engagement will help you build credibility, attract high-quality leads, and lease faster with confidence.

Stay consistent, track performance, and adapt as you go. The communities that thrive are the ones that don't just market—they connect.