From 17 leases in three months to 283 in six. A stalled lease-up turned into full occupancy nine months ahead of the client’s 15-month projection.
Dominium Management Services · Midland, Texas · Class A Multifamily · 300 units
6 months to full lease-up (vs. 15 expected) · 70% tour-to-application close · 9 months of vacancy avoided · 2 bilingual agents
The challenge
Early 2023. A new 300-unit community leasing at a pace that would take 53 months to stabilize. The client projected a 15-month lease-up. At the rate it was going it would have taken far longer, with $4.58 million in vacancy loss exposure. On arrival, Scharbauer Flats was suffering from:
- Only 17 leases in 90 days across the first three buildings released
- A misaligned marketing strategy aimed at the wrong demographic, producing low-quality leads
- No connection to the community or relevant cultural groups
- A lack of bilingual staff, leaving out a large share of the local Latin community
The diagnosis: great product, wrong message, wrong demographic, no grassroots traction. We reset everything.
Our strategy
- Demographic realignment. We shifted all marketing to focus on Midland’s underserved Latin community and placed two bilingual ALUE leasing agents for full, inclusive communication with Spanish-speaking prospects.
- Community activation. We partnered with the Mayor’s Office and influential Latin civic and nonprofit groups to build trust, hosted on-site events, sponsored local cultural celebrations, and turned the leasing center into a true community hub.
- Strategic staffing. We ran the entire lease-up with just two full-time bilingual agents working seven days a week, supported by a deeply localized marketing campaign built to reflect the community’s identity.
The result is a cultural outreach playbook now replicable across similar communities nationwide.
The numbers
- Lease-up duration: 6 months
- Original client projection: 15 months
- Tour-to-application conversion: 70%
- Weekly applications at peak: 22 to 38
- Vacancy exposure avoided: 9 months
- Leases, 3 to 6 months: 17 to 283
A model case for what a data-driven, culturally attuned leasing partner can do. We don’t just lease. We build trust, momentum, and profitability.
Your building deserves to be full.
Call today at (800) 548-1051.