Ultimate Guide to Marketing Your Multifamily Lease-Up

Launching a new apartment community is exciting—but filling those units takes more than a "Now Leasing" sign. A successful lease-up requires strategy, local reach, a sharp brand identity, and the right mix of digital and physical marketing tactics. Whether you're a developer, owner, or property manager, this guide breaks down the essential elements to create a lease-up marketing plan that delivers results before your team even has keys.

1. Get Your Google Business Profile Set Up (Early)

Your lease-up's online presence starts with your Google Business Profile (GBP). It's one of the first things prospects will see when they search for apartments in your area.

• Set up your profile as soon as you can—even before the property is open.

• Choose "Apartment Complex" as the business category.

• Add construction photos, renderings, and anticipated open dates.

• Include keywords and location details in the description.

• Update hours, phone number, and website as soon as they’re available.

• Most importantly, check the address on Google Maps and make sure the address is accurate.

2. Build a Strong Brand From the Start

Your lease-up isn’t just selling apartments—it’s introducing a whole vibe. Your multifamily apartment community needs an identity that resonates with the local community and the onsite team. It's as important for your apartment investment as it is for any other type of business.

• Establish a name, logo, color palette, and tone of voice that reflect your community’s identity.

• Create brand guidelines to ensure consistency across signage, social media, websites, and collateral.

• Invest in high-quality renderings, floor plan graphics, and virtual tours that reinforce the look and feel.

A bold, cohesive brand builds excitement and trust. If your community feels premium, your marketing should too. Even affordable properties deserve an appealing brand.

3. Don’t Sleep on Signage

In a lease-up, signage is your silent sales team. It's often the first impression for drive-by traffic and local prospects. We can't count the number of times we hear prospects say "I stopped in because of your flags." In most circumstances, you don't need to wait for construction to finish or your monument sign to be installed to put up temporary signage.

• Use bold, clear "Now Leasing" signs that match your brand colors and tone.

• Place directional signage on nearby roads and intersections, if your city or county ordinances allow.

• Add QR codes that link to your website or a VIP interest list.

Well-placed signage drives local awareness and keeps your brand top of mind—even before the community is open.

4. Lean Into Local Marketing

Local reach matters. Engage your neighborhood and become a part of the community as soon as leasing begins.

• Host hard hat tours or invite-only preview events for nearby businesses, brokers, and influencers.

• Partner with local coffee shops, gyms, and pet boutiques to cross-promote.

• Use geo-targeted digital ads on Google.

• Join local business associations, Chamber of Commerce, and neighborhood groups.

The goal is to make your lease-up apartment community feel like a local staple before the first resident moves in.

5. Ask for Reviews (and Respond to Them)

Reputation can make or break a lease-up—especially online. You don't want a flood of bad reviews coming in about your application process or leasing team. Mitigate those risks with ample staffing on the front end.

• Start asking for reviews as soon as the first few prospects apply.

• Include review requests in welcome emails and post-move-in check-ins.

• Respond to every review—yes, even the not-so-great ones—with professionalism and empathy.

Reviews help with SEO, increase trust, and give future residents a real sense of what it's like to live there.

Bringing It All Together

Lease-up marketing is about momentum. The earlier you start and the more consistent you are, the faster you fill units. From branding and signage to local outreach and digital strategy, every tactic should work together to build awareness, excitement, and trust.

Need help pulling it all off? At Visceral Ore, we know what it takes to market lease-ups that lease up fast. Let’s talk strategy.