Windsong II
Windsong II, a 58-unit build-to-rent community located in a tertiary market dominated by single-family homes, faced a competitive lease-up environment with three other active build-to-rent developments nearby. With no pre-leasing or marketing efforts in place at takeover, Asset Living quickly implemented a focused lease-up strategy that highlighted the property’s detached-home lifestyle, fenced yards, and smart home features. By investing in onsite management, expanding marketing reach to nearby cities, and streamlining the touring process, the team achieved rapid momentum. Within 120 days, the community was 50% leased and under contract for sale—prior to final Certificate of Occupancy—based on its strong performance.
Rincon, GA
Build-to-Rent
2024
Challenges
- There were three other active build-to-rent lease-ups in the market.
- Located in a tertiary market with predominantly single-family owned homes.
- Community included 58 units when fully delivered.
- There was no active marketing or preleasing prior to delivery of first batch of homes.
Our Approach
- Hire full-time community manager during lease-up that is onsite five days per week.
- Offer smart home technology and self-guided tours to supplement the small team onsite.
- Promote the fully detached home lifestyle with larger lots than competition.
- Provide fenced yards as amenity over competition.
- Maximize marketing reach to targeting nearby larger cities.
The Results
- First batch of 11 homes were fully leased within 45 days of marketing commencing, despite no active marketing or pre-leasing campaigns from previous management company.
- Consistently leased 50%+ of each batch within 30-day period.
- Community 50% leased within 120 days of opening.
- Owner successfully had community under contract within 4 months of opening and prior to final Certificate of Occupancy based on community performance.