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How should I define goals for a lease-up marketing plan?

 

Start with move-ins, back-solved from your pro forma #

Set a monthly move-in target informed by your pro forma: break-even occupancy, expected rents/concessions, and the end of your interest-only (IO) period.

Stakeholder alignment #

  • Get explicit buy-in from vendors, managers, and internal staff that move-ins are the goal.
  • Document goal, reporting cadence, and decision rights.

Key dates to anchor to #

  • Construction completion and CO date.
  • Grand opening and promo calendar.
  • IO period expiration and lender checkpoints.