When a new property launches, its early momentum can make the difference between a thriving community and a prolonged uphill climb to achieve occupancy goals. Lease-ups, the critical phase of introducing a property to the market and signing initial leases, are often won or lost in the first 90 days. This short window sets the tone for how prospects perceive the property, how quickly word-of-mouth spreads, and how efficiently teams can convert interest into signed leases.
Jon Beaulieu explains that the first impression a property makes is not just about aesthetics or marketing, it’s about building confidence, credibility, and excitement from day one. In today’s competitive real estate market, the power of those first 90 days cannot be overstated.
Building Momentum from the Start
Momentum is everything in a lease-up. A strong start not only fills units faster but also creates a sense of demand that fuels further interest. Prospects who sense energy and buzz around a new property are more likely to view it as a desirable place to live.
For property managers and leasing teams, this means planning well before doors open. Pre-leasing campaigns, social media teasers, email marketing, and outreach to local businesses can create anticipation before the official launch. By the time the leasing office is ready to welcome prospects, interest should already be bubbling.
The key is to think strategically: What story is the property telling from the moment it enters the market? Is it positioned as a luxury lifestyle community, a practical option for professionals, or a welcoming space for families? Having clarity here ensures that early communications resonate and help generate momentum.
Crafting Targeted Messaging
During a lease-up, marketing cannot be one-size-fits-all. Targeted messaging is essential for reaching the right audience and positioning the property competitively.
The first 90 days are when prospects are forming lasting perceptions. Clear, compelling messaging about amenities, location benefits, and community culture should be visible across all touchpoints—ads, brochures, signage, social media, and the leasing team’s conversations.
It’s not enough to highlight features; messaging must connect with what prospective residents value most. For example:
- Young professionals may prioritize commute times, Wi-Fi speed, and coworking areas.
- Families may focus on school districts, playgrounds, and community safety.
- Empty nesters or downsizers may appreciate maintenance-free living, fitness centers, and social spaces.
When messaging speaks directly to lifestyle needs, it builds trust and accelerates decision-making. Importantly, consistency across channels ensures that no matter how someone first encounters the property—through a digital ad, word-of-mouth, or a property tour—they receive a unified and compelling message.
Optimizing the Showing Process
Even with great marketing, the real test comes during the showing process. The first visit is where impressions solidify and where prospects decide if the property is right for them. The showing process must be seamless, intentional, and reflective of the property’s brand.
- Speed and Accessibility
Quick response times to inquiries are critical in the early days. Prospects want immediate answers and convenient options to view units. Online scheduling tools, virtual tours, and flexible showing hours make a big difference in capturing leads before they drift elsewhere.
- Personalized Tours
A showing should never feel generic. Leasing agents should be trained to tailor tours based on prospect priorities. If someone mentions they work from home, highlight the property’s quiet corners, coworking space, or strong internet infrastructure. If a family visits, point out nearby schools, playgrounds, or child-friendly amenities. Personalization transforms the showing from a walkthrough into an experience.
- Attention to Detail
Every element of the showing must reinforce quality and care. From clean hallways and staged units to friendly greetings and professional follow-ups, these details influence whether prospects see the property as trustworthy and well-managed.
Creating a Ripple Effect
What happens in the first 90 days doesn’t just impact immediate leasing—it sets a trajectory for the property’s reputation. Early residents become the first advocates. If they feel welcomed and valued, they will spread the word, leave positive reviews, and recommend the community to friends and colleagues.
On the other hand, if the first impressions are poor—delayed responses, unpolished tours, or unclear messaging—word spreads quickly in the opposite direction. Negative reputations are much harder to reverse than positive ones are to build.
Investing in excellent service from day one ensures that the lease-up isn’t just about filling units quickly but about creating a community that sustains demand long-term.
Sustaining the Momentum Beyond Day 90
While the first 90 days are pivotal, they are not the finish line. Smart operators use this window to establish systems and habits that keep momentum going:
- Regular resident events to foster community.
- Ongoing marketing refreshes to highlight seasonal perks or new offers.
- Feedback loops to capture resident input and continuously improve operations.
By the time day 90 arrives, the property should have both occupancy momentum and a clear path for sustaining it.
In lease-ups, first impressions are more than a fleeting moment—they are the foundation of long-term success. The first 90 days provide a rare opportunity to build excitement, create trust, and establish momentum that can carry a property for years to come.
Through strategic messaging, seamless showings, and attention to every detail, property managers can make sure that prospects don’t just see a building—they see a future home. And when that happens in the early days, lease-ups transform from a challenge into a success story.