Occupancy Growth Campaign Case Study (83% → 97%)
1 — Project details
Client/Property: Union Green Apartments (172 units, 2 buildings)
Role: Leasing Consultant (Acting Assistant Manager)
Timeline: June 2025 → Feb 2026
Challenge: After a property management change, our visibility and systems went dark for about three months. No active social media, no functioning website presence, and no resident communication system. Occupancy dropped to 83% largely due to low exposure and inconsistent communication.
Goal: Rebuild the communication foundation, relaunch web presence, then drive new interest through social content.
2 — What I did (and why this order mattered)
I treated it like triage: internal communication first, then public-facing basics, then growth content.
1) Rebuilt the resident communication system (ResMan → RealPage)
I migrated our resident system manually, one account at a time, until all 172 units were properly set up. I started with essential info to get us live quickly (name + contact details), then completed each file with the full set of documents and details (applications, leases, employment, income, and more).
Once RealPage was live, I also worked with IT to troubleshoot the built-in SMS/texting feature. Residents were used to instant texts from the old system, so getting that functionality working again was a priority. The biggest win: smoother, faster resident communication and fewer dropped messages during the transition.
2) Supported a full website relaunch (QA + accuracy)
What started as “get the site back up” turned into a full rebuild: updated photos, updated floorplans, and an interactive property map. My role was the proofreader and final reviewer before anything went live.
Because outside teams didn’t know the property, I consistently caught:
Accuracy issues and missing information
Incorrect map/directions
Local business details that didn’t include businesses located on our property.
This kept the website from sending prospects to the wrong place or leaving them confused, which is a quiet conversion-killer in leasing.
3) Drove awareness through social-led outreach
Once the foundation was stable, I focused on social media to rebuild exposure. I created and posted Instagram/Facebook content using location hashtags, trending audio, and trending-format videos designed to stop the scroll and get people curious enough to tour. A consistent piece of qualitative proof: prospects regularly came in saying, “I saw your video on social media.”
Social proof in motion
Instagram Reel (924 views) — quick, trend-led on-property video that put Union Green back on prospects’ radar (and helped drive tours).
Instagram Reel (344 views) — quick community-outreach moment that put Union Green in front of local eyeballs and helped support the 83% → 97% occupancy climb.
Instagram Reel (512 views) — promo for an easy, feel-good resident event that kept the community active and sparked word-of-mouth + referral interest.
3 — Results
Occupancy increased from 83% (June 2025) to 97% (Feb 2026)
Resident communication became significantly smoother once RealPage texting was restored
Social content directly supported leasing interest, with prospects frequently citing Instagram/Facebook videos as the reason they visited
What I learned
You can’t post your way out of a broken foundation. Getting resident communications and web basics stable first made every outreach effort more effective, and details like accurate directions and complete info mattered more than most people expect.