We turned a stalled, negative-NOI lease-up into a fully leased, income-producing asset in seven months, and created roughly $52.7 million in property value.
Meyers Group · Dania Beach, Florida · Class A Multifamily · 264 units (Phase I)
7 months to full lease-up · 75% tour-to-application close · 264 units leased · NOI negative to $2.9M · ≈ $52.7M in property value created
The challenge
June 2020. A 264-unit luxury lease-up into a post-COVID market. The developer anticipated a 12-month lease-up, $5.4 million in vacancy loss exposure, and a property operating at negative NOI. When we took over, Avery Dania Pointe was:
- Offering 2.5 months free rent to attract renters amid market hesitation
- Seeing low inquiry-to-tour conversion from unfocused messaging and poor digital targeting
- Spending on generic ILS listings with no real ROI tracking
- Running on minimal on-site staffing, a single property manager, with weak community awareness
Great product, wrong message, and no momentum. We reset the entire approach.
Our strategy
- Marketing audit and repositioning. We paused underperforming ILS spend and redirected the budget to hyper-local digital, retargeting, and social-first creative. We built a post-COVID message around comfort, flexibility, and location, and cut concessions from 2.5 months to one to drive urgency without losing velocity.
- Price optimization by unit type. At 60 days we raised two- and three-bedroom rents on strong demand. At 120 days we adjusted one-bedroom pricing upward to maximize revenue.
- Grassroots and cross-marketing. Custom outreach routes to local businesses, cross-promotions with high-traffic Dania Pointe tenants like Firebirds, Cooper’s Hawk, and Bowlero, and branded collateral at office parks, logistics hubs, and hospital employee centers.
- High-impact social. A bold lifestyle-led campaign targeting remote workers, Northeast relocators, and aviation professionals across Instagram, Facebook, and YouTube Shorts.
The numbers
- Lease-up duration: 7 months
- Tour-to-application conversion: 75%
- Weekly applications at peak: 14 to 22
- Stabilization timeline saved: 5 months
- NOI turnaround: negative to $2.9M
- Property value created: about $52.7M
The performance was strong enough that the lender approved Phase II, an additional 336 units. We don’t just lease apartments. We maximize asset value through speed, intelligence, and impact.
Your building deserves to be full.
Call today at (800) 548-1051.