Why is lease-up marketing different?
Because a new community has no name anyone searches for yet. In our apartment website search benchmark, searches naming the community or its manager brought 88 percent of clicks with a reported search, across four apartment websites over the 90 days to October 14, 2026, in Google Search Console. A community in lease-up starts with almost none of that demand.
So it has to be found by renters who do not know it: searches for apartments in its area, for its unit types and for what makes it different. A new domain ranks slowly for those searches, which is why paid search and the Google Business Profile carry the early months while the site's own pages build up.
What should a lease-up marketing plan include?
Pages before the doors open
A page for each floor plan, the neighborhood and the community's features, live months before the first move-in.
A Google Business Profile early
Set up and verified as soon as the leasing office has an address and hours.
Paid search from the start
Campaigns for the area and unit type searches the site cannot rank for yet, within the housing ad rules.
A review process from the first move-in
Asking every new resident, so the profile has reviews when renters compare.
Tracking to a signed lease
Leads followed through to tours and signed leases, so spend moves to what fills units.
Housing ads have their own rules. On Google, housing ads in the United States and Canada cannot target by age, gender, parental status, marital status or ZIP code, under its personalized advertising policy. On Meta, they run in the housing special ad category, which limits targeting by age, gender and location.
Related terms
Search intent
What a renter wants when searching by place or unit type.
Owner leads
The owner side of a management company's marketing.
Google Business Profile
The map listing a new community needs from day one.
We plan and run this as apartment lease-up marketing. For which channel does what during lease-up, read SEO vs Google Ads for apartments.
Google reviews
What clients say
Nicholas
Google review
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Google review
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Real estate agency, Sint Maarten
Google review
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Real estate agency, Thailand
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Listya
Google review
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Business client
Google review
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vittoria
Google review
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Wei
Real estate agent, Sint Maarten
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Cryotherapy studio near Seattle
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