615 SW 21st Rd | The Roads

CREATIVE MARKETING AND STRATEGIC LEASING

Landlord Success Story

BACKGROUND

This property was an unfurnished home in The Roads neighborhood, known for being a very competitive market, and we knew we needed to go above and beyond to attract the right tenant. The goal was not only to lease it quickly but also to secure the best possible terms by helping potential tenants see the home’s full potential. 

CHALLENGES

The property’s unfurnished state made it difficult for some prospective tenants to envision how the space could work for their lifestyle. Its small closets, small primary bedroom, and bathroom distribution were further obstacles we had to overcome. Additionally, we were competing with several similar properties in the area, which made standing out essential.

STRATEGY

To overcome these challenges, we implemented a multi-faceted approach:

 

1. Virtual staging: We virtually staged key rooms and even performed virtual renovations for the pool area, showcasing the property’s potential in the best light. This helped us get more attention and ultimately resulted in more showings.

2. Interactive showings: Signs featuring the virtually staged photos were placed throughout the home, helping visitors visualize how they could furnish and utilize the space. Additionally, we printed our image-rich 4-page brochures including a detailed floor plan for the prospects to take with them after the showing.

3. Event marketing: We hosted a festive Halloween-themed open house, complete with a pumpkin giveaway, to draw in families and create a welcoming atmosphere. We advertised this through flyers, signs, digital ads, social media, and newsletters, garnering much attention to the listing and many interested tenants. 

We focused on the home’s attributes such as its beautifully finished and open living spaces, large saltwater pool, and fully fenced lot. Its open kitchen, impact windows, porcelain tile floors, built-out closets, garage, and ample parking were additional features that we focused prospective tenants’ attention towards.

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RESULT

Our efforts paid off with great success. We had multiple offers and eventually secured a relocating tenant from Europe who was looking for a home near Brickell; a profile which fit our ideal customer persona. Through thoughtful negotiation and our extensive marketing, we achieved the highest $/sq.ft. lease price in the second half of the year for comparable properties in The Roads. 

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