The property marketing plan owners can underwrite
A commercial and multifamily marketing plan should be written like an underwriting memo: qualified tenant leads, tours, LOIs, signed leases, occupancy, and cost per lease.
Marketing that cannot survive a rent roll
Most property marketing is still written for other marketers. Impressions, follower counts, and a prettier brochure. Owners, developers, and asset managers underwrite a different page. They want to know whether the plan fills vacancies, produces qualified tenant leads, and shows up later as occupancy and effective rent.
Obelluz 33 writes the plan the way a buyer would read it. The asset class comes first. A lease-up, a tired retail center, an office floor, and a stabilized multifamily community do not share a campaign. They share a standard: every dollar has to be traceable toward a tour, a letter of intent, or a signed lease.
Start with the listing, not the ad
Paid search and social can fill a funnel that the listing itself is leaking. Before spend, the property has to be findable and believable. That means the website, the ILS feeds, Google Business Profile, photography, pricing, fees, and availability all describe the same asset.
Inaccurate availability and last month’s rents do not just look sloppy. They train prospects to distrust the next message. Commercial real estate marketing that outruns the facts creates tours that cancel. Multifamily marketing that hides fees creates applications that die.
- One set of rents, fees, and availabilities across the site, ILS, and onsite team
- Photography and floor plans that match the unit or suite a prospect will actually tour
- A page a broker or renter can forward without calling anyone to translate it
- Signage and print that use the same name, offer, and phone path as the digital listing
What the plan is allowed to promise
We do not promise a cap rate. We promise a measurement plan. For multifamily, that is lead source, speed of first response, tour set, tour show, application, and signed lease. For commercial, it is qualified inquiries, tours, LOIs, and executed leases, plus the foot traffic those tenants need after they open.
Cost per lease, cost per LOI, and cost per qualified tour are the numbers that replace cost per click. If a channel cannot be connected to one of those, it does not get a permanent seat in the budget. It can still be tested. It cannot hide.
The first month is an evaluation, not a rebrand
A useful property marketing plan often begins with an O33 Diagnostic: what the customer sees, what the leasing desk does with the lead, and which three breaks are keeping the rest of the work from mattering. Sometimes the missing piece is media. Often it is the hour after the inquiry.
Owners who want this written as an underwriting memo, not a mood board, can start with a conversation. The work can be a single asset or a portfolio. The standard stays the same.
Questions owners ask
- What should a property marketing plan include?
- An asset-specific plan for how the property will be found, toured, and leased, with the listing, website, advertising, signage, and follow-up measured through to signed leases or LOIs rather than clicks alone.
- How is cost per lease different from cost per lead?
- Cost per lead stops at the inquiry. Cost per lease follows the same spend through tours and applications to a signed lease, which is the result that changes occupancy.