case studies

Operational Expertise:
Lease-up Management

TCR Revolutionizes Leasing with Digital-First Strategy: A Vickery-Led Success Story

Alexan Urban Center

11%

NET LEASES

Website Launch: 01.31.13
Club Turn: 08.05.13

Alexan MD

5%

NET LEASES

Website Launch: 06.13.13
Club Turn: 10.14.13

Alexan Creekside

8%

NET LEASES

Website Launch: 05.02.13
Club Turn: 11.19.13

Alexan Trinity

21%

NET LEASES

Website Launch: 09.05.13
Club Turn: 04.04.14

Competitor #1

2%

NET LEASES

Club Turn: 04.13.14

Competitor #2

2%

NET LEASES

Club Turn: 12.16.13

In an industry often reliant on traditional methods, TCR, under the leadership of Vickery, embraced a digital-first approach to leasing, resulting in unprecedented success and cost savings.

The Challenge

The conventional leasing model, with its reliance on physical leasing offices and extensive lead times, presented challenges in terms of cost, efficiency, and reaching potential residents early in their decision-making process.

The Solution

Vickery spearheaded a groundbreaking shift in TCR’s leasing strategy. Months before a property’s opening, she launched dedicated websites and social media accounts, establishing a strong online presence and securing favorable Google rankings.

 

She then introduced “Starbucks Leasing,” a revolutionary remote leasing method. Equipped with iPads loaded with leasing software, floor plans, and renderings, leasing agents could engage potential residents anywhere, eliminating the need for costly leasing trailers. This agile approach, initiated no more than 60 days before opening, minimized lease cancellations while consistently outperforming competitors.

The Results

Vickery’s innovative strategies led to remarkable results, achieving an average leased percentage of 11% before property openings. This success not only maximized occupancy rates but also significantly reduced costs associated with traditional leasing methods.

Conclusion

TCR’s digital-first leasing strategy, pioneered by Vickery, has redefined industry standards. By embracing technology and adopting a customer-centric approach, TCR has achieved unprecedented leasing success, minimized costs, and solidified its position as an innovator in the property management landscape.

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