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27 July, 2025 / Category: Blog
There’s no doubt it’s competitive out there in the Build to Rent (BTR) space – so many apartments to choose from and renters who take their time comparing options before deciding.
That can be stressful for developers who need to achieve lease-up rates to fulfil funding requirements.
If only there was a way to stand out and drive urgency among prospects.
When you use an experienced BTR specialist leasing agent, we’ll clue you in on a few tricks – tried and tested in a variety of leasing environments – that can make a difference in the busy BTR space.
Restrict Your Advertising
Scarcity marketing has been around forever in just about every industry. Yet in BTR we often see the opposite – we see projects that have 21 leasing ads up alone! This communicates anything but scarcity. It all but says: “Take your time, shop around, we’ll have something here, because we have so much stock”…not where you want to be!
That’s why our approach is based on understanding the balance you need to create with scarcity. Restricting advertising means you aren’t saturating the market. You can create some exclusivity, while not feeling off-limits. So what is the magic number of ads? Where is the sweet spot? Well that’s where you need to talk to us, because there is no hard and fast rule for every project.
Like Land, Consider Staged Releases
The concept of releasing a collection of product to the market is well understood in the land sales space. And it is something to be inspired by in BTR. Because drip feeding releases creates that scarcity feeling.
Not only does it focus prospects on certain stock, but it also enables you to keep your marketing fresh. It can also help you get a move on leasing early, by focusing on completed stock, while defects are being worked through on other apartments. With a new stage release of product, you have a new message to go to market with, keeping your project fresh throughout the typically long lease-up period in BTR.
These are just a couple of tactics that can drive more urgency with renters. Which ones will you consider?
As property advocates and property managers we love what we do. Searching, negotiating and securing the perfect property for our clients, sooner and on better terms.
