The Challenge
A Nashville-based developer had a 320-unit luxury multifamily development opening in a competitive submarket. They had no existing brand presence, no resident pipeline, and a 90-day window to hit 75% occupancy or trigger a lender covenant. Marketing had been handled by the leasing team's generic email blasts. No brand identity. No activation strategy.
Our Approach
- 01
Built the property's brand identity from scratch: naming, logo, color system, tone of voice
- 02
Launched a 'Reserve Your Home' pre-leasing campaign 10 weeks before opening with waitlist mechanics
- 03
Executed a three-phase grand opening: broker preview, resident soft launch, and public opening event
- 04
Partnered with Nashville-area lifestyle brands for opening day activations and giveaways
- 05
Deployed a 4-week post-opening resident referral program with incentive structure
The Results
Occupied at Opening
Achieved within 30 days of grand opening event
Pre-Leasing Waitlist
Registrations collected before keys were handed over
Campaign Duration
From brand build to grand opening execution
“We went from no brand to 87% leased at opening. The NEXUS team operated like they had a stake in the property. Every deadline was hit. Every event exceeded expectations.”
Managing DirectorManaging Director, Nashville Multifamily Developer