Introduce a brand new 55+ living concept and pre-lease apartments to residents before it opens. Affinity is a 55+ rental product that is amenity rich but offers no services. There was confusion in the Texas market that Affinity was an assisted living product.
Develop attention getting visuals and messaging to quickly communicate that “Affinity is different.” Use catchy creative and event marketing combined with a strategic mix of media channels to build buzz and generate leads. Digital advertising, online radio, banner advertisements, print advertising and direct mail used.
3rd Third programs consistently deliver 50% lease ups before buildings open and 80% lease ups within the first year.