Kick-Start a New Community – The First 90 Days of Lease-Up Marketing
Episode Summary:
In this episode of The Multifamily Marketers Podcast, host Josh Grillo sits down with multifamily marketing strategist Caroline Mills to unpack the crucial first 90 days of a lease-up — and how to turn them into a springboard for long-term success.
From launching your website early to leveraging local outreach, Caroline shares the exact strategies, tools, and timing that can make or break a new development’s leasing momentum. Whether you’re 12 months from opening or a few weeks out, this episode is packed with actionable steps you can put into motion right now.
What You’ll Learn in This Episode:
-
Why the first 90 days matter so much — and how they set the tone for the entire lease-up.
-
The “launch early” rule for websites, Google Business listings, and email list building.
-
Content that works before you open — from construction walkthroughs to local features.
-
Signage strategies that keep your site clean, branded, and attention-grabbing.
-
Paid ads timing & budgeting — when to start and how to maximize your spend.
-
Local outreach tactics that build trust and word-of-mouth buzz.
-
Key KPIs to watch and when to adjust campaigns.
-
The human factor — why your team’s energy can make or break results.
Links & Resources:
- Suggest a Topic
-
Connect with Josh Grillo on LinkedIn
