For owners & developers
The full walkthrough — the problem, Grove Central, and the offer. Read it top to bottom.
Not an agency
We run the ads that lease your building.We shoot the content, run the social, and put paid ads behind it — so renters find you and units move. One team, one house, moving as one thing.
We started as a production company in 2015 and built everything else around it, because the buildings we shot kept asking who was going to run the rest. The camera is just how we got in the door.
Proof · In Greystar’s words
“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.”
Greystar
“I’ve never seen a building lease that fast.” — Laura Wentworth, Greystar
The problem
Everything else is in the way of it. In almost every building we walk into, one of three things is true.
Delivery is coming up fast and you’re hoping it works. Nothing’s wrong yet — but nothing’s proven either, and there’s real competition down the street.
Lease-up is running slower than the plan, concessions enter the conversation, and you need renters now — not next quarter.
A lot riding on the bridge loan, money going out to vendors — and no metrics telling you what’s actually producing leases.
Now picture the other version: units moving ahead of schedule, a building people are talking about, and a dashboard that tells you exactly which piece did it. Same spend.
The diagnosis
Four vendors who never talk: a photographer who shoots and leaves, an editor who never sees the ad, a media buyer running whatever she’s handed, a social manager posting on a calendar disconnected from all of it.
Ad underperforms → brief the shooter → wait on a quote → schedule a shoot → wait on the edit → hand it to the buyer → relaunch. Meanwhile the building sits.
Ad underperforms → swap the hook, recut from footage we already have → live. One shoot becomes 60 ad hooks.
It was never four separate vendors. It’s one circuit: content → social → reach → ads → leads → leases.
The number that matters
You know your building’s numbers. A simple example: 400 units at $2,600 blended rent is roughly $1.05M a month at full occupancy — about $35,000 a day.
Whatever we charge is less than a few days of vacancy. That’s the whole argument.
How it works
Renters decide on their phone in about four seconds. We make your building win those four seconds — then put it in front of every renter in your market until they book a tour.
Property, lifestyle and drone content made for the ads. Crews on site in 24–48 hours.
Your social run daily, creators in your market, and ads aimed at the renters who fit.
Every lead tracked and sent to your leasing team in seconds. A live dashboard shows what’s working.
An ad cools, we cut a new hook from footage we already have. Live that day.
Where it hurts — and what we do about it
The solution
Think about the last building you saw with genuinely great social. You noticed it. You assumed it was doing well. There’s no reason that isn’t your building — it’s not a budget problem, it’s a structure problem. It only works when the same people do all five of these.
Property and lifestyle shoots anywhere in the country, on demand — crews on site in 24–48 hours.
The building’s front door — where a renter forms an opinion in four seconds, before a dollar of ad spend.
Somebody else saying it beats you saying it. 5,000+ vetted creators in all fifty states.
New creative the day a hook stops working — from footage that already exists.
Media bought against a lease-up deadline, tracked to leases and tour-page clicks — not impressions.
Split these across four vendors and it never works. Put them under one roof and it does. That’s what we do.
Case study
Miami, 2024. The worst delivery year in a decade.
The setup
Miami delivered 18,600+ new units in 2024. A competing tower was offering two months free plus a $1,000 credit that quarter just to move units. Grove Central opened into that and outran it — workforce and co-living inventory included.
Greystar noticed two buildings in their portfolio outperforming everything else, and went looking for what they had in common.
The numbers
Comparable Class A lease-ups that year took 11 to 15 months to stabilize, several on concessions. This building was 30%+ leased in its first month.
More case studies
Same team, same system, different building. Grove Central is the full walkthrough above — here is the other one Greystar named.
Metro Edgewater · Miami
Greystar named two buildings as their highest-performing lease-ups. This is the second one. No apartments.com Diamond Plus. Search spend under $7K. Content, social and paid ads run by the same team that shot the building — including the commercial at the top of the home page.
Grove Central · Coconut Grove, Miami
The master case study — the problem, the plan, the numbers and what it cost to ignore the vacancy. Read the full walkthrough above.
More buildings, more markets — 1105 Flats, Bardin Greene, Biscayne Shores, Verandas at City View and the rest of the book. Ask for the ones in your market on the call.
Straight answers
The offer
We don’t price like a vendor, because we don’t work like one. Two ways in, depending on where your building is — and the result in writing either way.
250,000+ local impressions and 1,000+ tour-page clicks in your first 60 days — or the next month is free, and we keep working until we hit it.
Launch with us 60+ days before delivery and you’ll be ahead of your own absorption plan by day 90 — or we work free until you are.
On a 400-unit building that’s a day and a half of vacancy, once a month. Once the building is full, you move to the Occupancy Program.
Book a lease-up audit →Full teardown of what’s running now, where the spend is leaking, a written 90-day plan and one working session with your team. Credited in full against the Sprint.
Heads in beds. Fresh content every month, social running, and ads aimed only at the units that are open — fewer days vacant, fewer concessions. Never goes dark.
Three or more buildings, staggered by phase so they aren’t competing for the same crews and dollars. One dashboard for the whole book.
We staff up around each building, so we run four Sprints a quarter. If delivery is inside six months, the clock is already running.
What happens, and when
Audit call. You hand us the logins. That’s your whole lift.
Crew on site. Every account consolidated. Tracking and dashboard installed.
Social live daily. Ads launched from the first shoot. Leads start hitting your phone.
Attention Guarantee checkpoint — 250K+ impressions, 1,000+ tour-page clicks.
Pace check against your absorption plan. Stay in the Sprint or step to Occupancy.
Ahead of your own absorption plan, with fewer concessions and a building people talk about.
Grove Central: 30%+ in month one. Two guarantees in the contract.
Not a six-week onboarding. Crews in 24–48h, ad fixes the same day.
One call, one handoff. We shoot, post, run ads and report.
Getting started
There’s no six-week onboarding. You give us access, we take over, and you start seeing it move.
You send the logins. That’s the whole lift on your side.
Every account attached to your buildings, consolidated and uniform.
One place to see every building: content, posts, ads, all of it branded.
Live tracking, notifications the moment a lead comes in, reporting the same day someone asks.
That’s the peace of mind part. You stop wondering what’s happening with your marketing, because you can just look.
Owners & developers
If delivery is inside six months, the clock is already running. We run four Sprints a quarter.
Or reach out directly — james@thomasopscompany.com · 561.386.0962