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Lease up
marketing.

A new building is a race between concessions and carrying costs. A new community is the same race, phase by phase. Email and ads that reach the right list first decide how long it runs.

Get a free websiteDevelopers

Without Marketing

of new apartments were leased within three months of completion, Q1 2026
41%
Census SOMA, via NAHB, August 2026
of new condos and co-ops were sold within three months of completion
70%
Census SOMA, via NAHB, August 2026
single-family built-for-rent starts in Q2 2026, down from 18,000 a year earlier
15,000
Census data, via NAHB, August 2026
average price cut among builders cutting prices in October 2026
6%
NAHB/Wells Fargo HMI, October 2026

Concession whiplash

Lease-up: weeks free on one listing site, a smaller offer on your own page, a third at the leasing office. Prospects wait for the better one.

Phase release silence

Builders: a new phase opens and the interest list hears about it from the sign at the entrance. The early registrants were never told first.

Unsorted interest list

Townhome buyers get the single-family release, renters get the for-sale launch. They unsubscribe before the plan they wanted comes up.

Phase two release

A new phase sells from the list it already has. A sample builder writes to its interest list two days before the price sheet goes public, and the first reply asks to walk a homesite.

Example of a sample home builder, Quellbrook Homes. Before: the last mail Grace L. had from them is 16 months old. After 236 of 2140 names are cut, the campaign “Phase two release, Fenwright Meadows” goes to 1904, and the email “Phase two opens Saturday. You see it first” lands in that inbox. It opens on one line written for them, and they reply. 12 weeks later 53 have replied and the ledger stands at +$65,000. Builder margin on each home as closed, before overhead.

Before Sixteen months since the last email, and it was a grand opening.

  1. Before: Sixteen months since the last email, and it was a grand opening.
  2. Landed: The release goes to registrants and agents two days before the public.
  3. Opened: Three homes, each with its plan, its size and its price.
  4. Replied: A family that wanted a single-story plan asks to walk homesite 51.
  5. Back: Under zero for two months, then a quick move-in closes. Homesite 51 is under contract.
  1. The email
    QH

    Quellbrook Homesjordan@quellbrookhomes.example

    to Grace L.Mar 2

    Phase two opens Saturday. You see it first

    Quellbrook HomesPhase two release, Fenwright Meadows

    Phase two opens Saturday. You see it first

    Hi Grace, you asked about a single-story plan. Phase two has two of them.

    Eighteen homesites in phase two of Fenwright Meadows. You registered, so the price sheet reaches you two days before it goes public. Reply with the plan you like and I will set a time to walk the homesites.

    Open to the list first

    • Wooden forms set for a concrete foundation on a graded site, a roller parked in frontHomesite 51, the AsterSingle-story, 1,840 sq ft, from $449,990
    • A newly built brick house with an orange tile roof and a double garageHomesite 58, the JuniperFour bedrooms, 2,380 sq ft, backs onto the trail
    • A row of new two-story stucco homes behind young trees and a low iron fence, under a clear skyHomesite 42, The JuniperReady now, $489,990
    Reply to walk a homesite

    Jordan P., Quellbrook Homes

    UnsubscribeQuellbrook Homes, 14 Meadowlark Lane, Fenwright
  2. Sample campaign, Phase two release, Fenwright Meadows
    LedgerSent Mar 2

    +$65,000

    Builder margin on each home as closed, before overhead

    Above zero, Week 9
    Sent
    1,904
    Replied
    53
    Homes
    2
    Left out
    236

    Eleven asked to stop. They are off the list.

    1. MarEmail and community ads, a month−$2,400
    2. AprEmail and community ads, a month−$1,800
    3. MayEmail and community ads, a month−$1,800
    4. MayHomesite 42 closed+$71,000
    5. MayHomesite 51 under contractPending
    What came back
    Replies53
    • GL

      Grace L.Week 1

      We still want the Aster. Can we walk homesite 51 on Saturday?

      Homesite walk, contract afterPending

    • IR

      Ines R.Week 2

      We could move in May. Can we see it this week?

      Model tour, Homesite 42$71,000

    • TB

      Theo B., buyer’s agentWeek 3

      Two clients for you. Register them both?

      Two clients registered

    • JH

      June H.Week 5

      We bought a resale last year, thanks.

      Marked as bought

    49 more replies

  3. The list
    Phase two release, Fenwright Meadows, 8 of 2,140 names
    WhoLast heard from themWhat came backWorth
    Grace L.Registered for phase one, asked for a single-story plan16 months agoWe still want the Aster. Can we walk homesite 51 on Saturday?Homesite walk, contract after$78,000Pending
    Paul D.Signed for homesite 12, phase oneLast monthLeft out: under contract
    Ines R.Toured the Juniper model, 20251 year agoWe could move in May. Can we see it this week?Model tour, Homesite 42$71,000
    Theo B., buyer’s agentBrought a client to the model, 20258 months agoTwo clients for you. Register them both?Two clients registered
    Kim S.Registered, 20233 years agoLeft out: opted out
    Ray M.Asked about townhomes, 20259 months agoNo reply
    June H.Registered for phase one, 20242 years agoWe bought a resale last year, thanks.Marked as bought
    Hal T.Registered, 20224 years agoLeft out: bad address

    8 of 2,140 names shown

What you get

  • Your list sorted by plan type, budget, timing and community, renters apart from buyers
  • Phase release and price-change emails to the people who asked about that phase first
  • Lease-up sequences for each multifamily or build-to-rent building: tour invites, move-in specials, a follow-up after every tour
  • One concession or incentive, stated the same on your site, your ads and the leasing office sheet
  • Google and Meta campaigns under Meta’s housing ad rules, budget kept on your own account

The cycle

Email and ads keep working the list between visits, so a phase release or a move-in special lands with people already interested.

  1. Lead

    Everything that gets you a lead.

    More people find you and reach out.

  2. Prospect

    Turn interest into a sale.

    More of them say yes, and you never chase.

  3. Client

    Keep the job moving.

    Jobs run on time, with less of you managing them.

  4. Kept or closed

    What happens after the job.

    Finished work brings in the next job.

  5. Growth

    Feed it back into the machine.

    Every finished job helps bring the next lead.

    • Marketing

Then it starts again.

CRM: Customers, conversations, bookings, jobs and employee tasks in one place, across all five.

Marketing for real estate

What we build

The website

A project site with floor plans, availability and a register interest form.

SEO

Community and floor plan pages that come up when buyers search new homes near them.

AEO

Answer pages on plans, finishes and timing that AI tools can quote to a new-home buyer.

Lead generation

A register interest form and a price list download that build your waitlist.

Social posts

Construction progress and model home posts that keep the waitlist warm.

AI agents

An AI agent answers plans, finishes and timing from the facts you give it.

Missed calls

A missed call to the sales line gets a text back and a tour time.

Booking

Sales center tours and model home visits book into the sales team’s calendar.

The dashboard

Every registrant and buyer on one dashboard, from the first click to the contract.

Reviews and referrals

After move-in, buyers get asked for a review and the name of a friend who is looking.

Email campaigns

Phase releases and price updates go to the waitlist before they go public.

PostHog analytics

PostHog shows which floor plans and phases buyers keep coming back to.

Session replay

Session replay shows where a buyer stopped on the price list or the form.

Monthly numbers

Each month you see registrants, tours booked and reservations signed, by phase.

Every registrant reaches one dashboard, and DocuSign stays for the reservation.

What we build

The plan

Less Work

Release, price and concession emails are written for you. You approve, they send.

Less Time

No more rebuilding a list by hand for each phase or building.

More Sales

More of the list is still reading when the plan or the unit they want opens.

Free website

Plans from $1,500 a month.

Get a free website

On your site

  • Free website, on a domain the project or the company keeps
  • An interactive site plan or stacking plan: each lot or unit marked available, reserved or sold
  • Floor plans, finishes and the design center on their own pages, renderings labelled as renderings
  • An interest list form worded for your stage: market testing, reservations or contracts
  • Registrants sent to Lasso CRM through its registrant API, or to the CRM you already run
  • The sponsor name, legends and registration numbers your state asks for, on every page that needs them

You always keep your name, logo, photos, copy and domain. We keep the code and the system behind the site.

Automated

$1,500 a month

No lead lost.

Not in this plan

Every lead answered and booked, and we keep it running.

Your website

  • Hosted and kept up by us. Your domain stays in your name
  • Unlimited pages and changes. Send it and it goes live

Answer and book

  • An AI reply in minutes, day or night, aiming for under 5
  • It asks what you would ask, then books the estimate, showing or measure
  • Anything it can’t handle goes straight to you
  • Follow-ups that stop when they book or go cold

Get found

  • Text posts on the platforms you pick, no limits. Image and video are separate

Measure

  • A monthly report: every request, what it became, the money attached

Managed

$4,000 a month

Every stage handled.

Starts hereEmail and customer campaigns, no cap from our side

Everything in Automated, and we run every stage for you.

Get started, Managed

Every stage

  • Every stage built and run by us, from lead to growth

Get found

  • Content for Google and AI answers, as much as it moves your numbers
  • Unlimited landing pages and lead magnets, with an alert on every form
  • Email campaigns to your lead list, no cap from our side
  • Campaigns on the social platforms your customers use, on your accounts

Measure

  • A dashboard for every lead, job and customer
  • A private site with a stat assistant that keeps watch on your customers

No AI brain or agents of your own.

The partnership

$7,500 a month

We run the whole cycle.

IncludedEmail and customer campaigns, no cap from our side

Everything in Automated, plus us working it and building on it.

Get started, The partnership

Get found

  • Content for Google and AI answers, as much as it moves your numbers
  • Unlimited landing pages and lead magnets, with an alert on every form
  • Email campaigns to your lead list, no cap from our side
  • Campaigns on the social platforms your customers use, on your accounts

Your AI brain

  • One AI brain on your phone: leads, jobs and customers in one place. Ask it anything
  • Connected to your forms, email, calendar and records, so it does the work
  • Hosting and tech run by us: domain, updates, monitoring. Accounts stay yours
  • Skills for your trade: lead questions, follow-up, booking, review requests

Run the work

  • Custom AI helpers for replies and booking, with a person where needed
  • Internal tools built for how you really run
  • Two builds in progress at any time, in the order you pick

Measure

  • One shared live board: every lead and job, where it came from, what it’s worth

Ad budgets and paid software stay on your accounts. Designed image and video posts start once you’re comfortable with AI drafts.

Read first

Your questions

What are good lease up marketing ideas?

Open a list before the building does, invite that list to hard-hat or model tours, follow up after every tour within a day, and keep one concession across every channel. Sort renters by move-in date so each email fits.

How do builders offer incentives without cutting the price?

With a rate buydown, closing costs paid or design center credit, sent first to the buyers who asked about that phase. Your counsel and lender check the wording. The base price on the price sheet stays where it is.

Free website

Sample calendar

Saturday

  • Tour, the Juniper model
Get a free website