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Inside the Marketing Playbook That Got 90% Pre-Leased Before Construction Finished

real estate pre-leasing marketing strategies

20 May Inside the Marketing Playbook That Got 90% Pre-Leased Before Construction Finished

Posted at 00:07h in Business, luxury development marketing, pre-leasing marketing, public outreach for builders, public outreach for developers, Tips, Uncategorized by
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In South Florida’s sizzling real estate market, successful developers aren’t waiting until construction is done to fill units; they’re hitting 90% pre-leased before the doors open. So, how are they doing it?

Here’s a deeper look into the real-world marketing strategies that are working—and how you can apply them.

Develop the Brand Before the Building

Why It Works: People don’t buy floor plans. They buy the feeling they associate with your project.

Strategies:

  • Create a brand identity: Give the building a name, story, logo, and aesthetic that resonates with your audience before breaking ground.
  • Use branded storytelling: Highlight themes like sustainability, wellness, or boutique luxury. Align it with the lifestyle of your ideal tenant.
  • Partner with well-known brands: Co-branding with furniture designers, chefs, or wellness companies can add built-in value.

Example: The Related Group’s SLS Brickell built anticipation through branding and celebrity partnerships (e.g., Philippe Starck and Michael Schwartz), elevating the perception of the project early on.

Launch a “Digital Leasing Center”

Why It Works: Out-of-town buyers and renters can’t wait for an on-site tour; they need to experience it virtually.

Strategies:

  • 3D walk-throughs and renderings: Use tools like Matterport or Archilogic to offer a high-end visual experience.
  • Create an interactive website: Include real-time availability, neighborhood maps, and amenity videos.
  • Include chatbot and live leasing agents: Provide real-time chat or schedule virtual meetings with leasing agents via Zoom or Calendly.

Bonus Tip: Build in an urgency element like “10 units remaining” or “$500 deposit credit if leased this month.”

Hyperlocal and Geo-Targeted Digital Ads

Why It Works: Most new renters in South Florida are relocating from NYC, Latin America, or other Florida metros. Precision targeting gets your building in front of them at the right time.

Strategies:

  • Use Facebook and Instagram Ads Manager: Target people interested in “moving to Fort Lauderdale,” “real estate investing,” or “Miami condos.”
  • Geo-fence feeder markets: Run ads in ZIP codes where your ideal tenants currently live (like 10001 in Manhattan or 33130 in Brickell).
  • Retarget website visitors with exclusive virtual tour invites or limited-time offers.

Tool Suggestion: Try Adwerx or Rent. for localized apartment campaigns.

Leverage Lifestyle Content to Build Hype

Why It Works: Your property is part of a bigger lifestyle. Showcase that, and your audience sees more than rent, they see status and community.

Strategies:

  • Hire a lifestyle photographer or content creator to produce short videos and reels of the area, amenities, and future plans.
  • Run behind-the-scenes construction updates on Instagram Stories and TikTok.
  • Showcase your future community: Feature pet-friendly spaces, on-site yoga, or curated resident events even before they launch.

Local Bonus: Include shoutouts to nearby hot spots like walking to Las Olas, proximity to Brightline, or access to South Beach nightlife.

Leverage Email Automation and Nurturing

Why It Works: Most people aren’t ready to lease the first time they see your ad. You need to stay top of mind over weeks or months.

Strategies:

  • Set up a multi-email drip campaign: Include virtual tours, neighborhood guides, testimonials, construction updates, and limited-time offers.
  • Personalize communication: Use first names and dynamically insert available units or floor plans based on what they viewed.
  • Include credibility boosters: Add development team bios, financing partners, and photos of progress to instill trust.

Tool Suggestion: Use Mailchimp or ActiveCampaign with embedded video content and click tracking.

Host a Virtual “Hard Hat” Tour or Launch Event

Why It Works: Events drive urgency, create buzz, and establish exclusivity—even if they’re online.

Strategies:

  • Run a VIP virtual tour for realtors, influencers, or investors with renderings and live Q&A.
  • Offer priority leasing lists for event attendees.
  • Include interactive perks: digital swag bags, giveaways, or exclusive upgrade packages for early commitments.
oakland park luxury real estate development
Oakland Park Sky Building For Lease
Oakland Park Sky Building – Currently For Lease

Resources

The South Florida Market Moves Fast in Real Estate

The most successful developers are building anticipation and relationships long before their buildings are move-in ready. The key is a marketing system that makes your property feel inevitable like the hottest new restaurant everyone wants to try before it even opens.

Pre-leasing is about energy, visibility, and trust. Build it early and lease fast.

Thanks for listening – Your friendly Oakland Park Marketing Agency

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