Lease-ups, by the numbers.
Real properties. Real metrics.

The brief

A new 402-unit development in one of the most competitive rental markets in the country. The team needed to lease up fast and establish a lasting presence without leaning on the usual expensive SEM playbook.

The play

Months before TCO, we launched social-first awareness campaigns positioning Grove Central as a lifestyle destination — not another transit-adjacent building. Three message pillars: Sustainable Urban Living, Effortless Connectivity, Premium Comfort.

Lifestyle reels showcased the rooftop pool, co-working spaces, and the day-to-day texture of living there. Paid distribution layered on top of organic, with content optimized weekly off real leasing data.

What we deliberately skipped

Diamond Plus placements on apartments.com. Heavy SEM. Stock-feeling agency imagery. Instead, the budget went to lifestyle-first creative, paid social distribution, and engagement-driven targeting.

The result

Stabilized at 95%+ ahead of forecast. Less than $7K spent on SEM across the entire lease-up. Lifestyle reels became the building's signature look — and the marketing lead's go-to playbook for the rest of the portfolio.

"Our two highest-performing lease-ups are Metro Edgewater & Grove Central. Neither used apartments.com 'Diamond Plus,' and SEM spend was south of $7,000 at both. The only thing those two properties have in common is they use THOMAS."

The brief

Edgewater is Miami's fastest-evolving submarket — formerly industrial, now waterfront-luxury, sandwiched between Wynwood and Downtown. Brickell's nightlife is 10 minutes south, the Design District is 5 minutes north. Every new development is selling the same thing: skyline views and walkability.

The property needed a brand that owned a specific lifestyle inside that submarket — not another "luxury rental." And it needed to stabilize without the typical SEM arms race against the 8 other lease-ups happening on the same blocks.

The play

We led with the neighborhood. The first six months of content was less about the building and more about living here — Sundays at Margaret Pace Park, sunset cocktails on the bay, the morning rotation between the rooftop and the espresso bar around the corner.

Local lifestyle creators became the property's first content engine. Resident-style reels. UGC at scale. Every shoot doubled as a paid-media library. Same playbook that worked at Grove Central, dialed to a different submarket and different demo (younger, single-professional, walkability-first).

What we deliberately skipped

The apartments.com Diamond Plus tier. The generic "1 month free" SEM blast. The drone-of-the-skyline opening shot every comp uses. None of it. The budget went to lifestyle-first creative, paid social distribution, and conversion optimization against actual leasing data.

The result

One of the South Florida portfolio's top two lease-up performers — paired with Grove Central in the regional marketing lead's testimonial. Under $7K of SEM across the entire lease-up. Lifestyle-first content became the template the rest of the portfolio adopted.

"Our two highest-performing lease-ups are Metro Edgewater & Grove Central. Neither used apartments.com 'Diamond Plus,' and SEM spend was south of $7,000 at both. The only thing those two properties have in common is they use THOMAS."

The brief

Multifamily property with an active social presence — Instagram and Facebook content engines that had been running consistently for years. Mid-stream, the property changed hands: Related Group → TRG Management → RPM Living. New owners, new asset managers, new brand standards.

The brand had to survive the transition without losing the audience or the voice — and the social accounts had to be handed off cleanly, with full Meta Business Manager access, brand assets, and ongoing creative continuity.

The play

Continuous content production through the entire transition window. Property reels and lifestyle stills, on-site shoots, fair-housing-compliant captions, daily community management. The page kept growing through three different operators because the audience never noticed an operator change — only that the content kept getting better.

When RPM Living took over, we handled the Meta page transfer end-to-end. Brand asset library handed off clean. Ongoing campaigns continued the same week.

The result

A property whose social presence outlasted three ownership groups. The audience the content built kept generating leasing leads through every handoff. The case study for why brand-as-a-service is more resilient than brand-as-an-asset.