100% Leased Up In 4 Months
100% Leased Up In 4 Months
100% Leased Up In 4 Months
Client
Clipper Lofts
Developer
Pinnacle Development
Pinnacle Development
Location
Grand Rapids, MI
Grand Rapids, MI
Class
A
A
Units
35
35
Timeline
Feb 2026 – May 2026
Feb 2026 – May 2026
Project Brief
Clipper Lofts is a 35-unit Class A new development adapted from a historic belt factory, brand-new loft-style apartments near downtown Grand Rapids. It was Pinnacle's first multifamily development: no track record in the market, no two units alike, and a six-month lease-up clock. Snaplistings ran the full lease-up program and delivered a fully leased building two months early.
Project Brief
Clipper Lofts is a 35-unit Class A new development adapted from a historic belt factory, brand-new loft-style apartments near downtown Grand Rapids. It was Pinnacle's first multifamily development: no track record in the market, no two units alike, and a six-month lease-up clock. Snaplistings ran the full lease-up program and delivered a fully leased building two months early.
Why was Clipper Lofts a hard lease-up?
It was Pinnacle’s first development, no two floor plans matched, many two-bedrooms were really one bedroom plus an office, and the building was not walkable to downtown Grand Rapids.
Challenges:
First development for Pinnacle, no residential track record in the market
Every floorplan unique, messaging needed clarity
Onsite team felt that this would be a challenging lease up due to unusual layouts and locations
Not walkable to downtown, renters needed vehicles
Phased construction: Phase 1 non-lofts, Phase 2 lofts
Why was Clipper Lofts a hard lease-up?
It was Pinnacle’s first development, no two floor plans matched, many two-bedrooms were really one bedroom plus an office, and the building was not walkable to downtown Grand Rapids.
Challenges:
First development for Pinnacle, no residential track record in the market
Every floorplan unique, messaging needed clarity
Onsite team felt that this would be a challenging lease up due to unusual layouts and locations
Not walkable to downtown, renters needed vehicles
Phased construction: Phase 1 non-lofts, Phase 2 lofts
How did Clipper Lofts lease 100% two months early?
By running the full SL Renter Funnel™, repositioning the confusing floor plans in plain language, and using high-quality video ads to show interiors, amenities and the neighborhood.
Full Lease-Up Program: An on-site property tour and key messaging workshop, lead capture page and ad creative, paid social campaigns, organic marketing on Reddit and Facebook Marketplace, GEO initiatives for ChatGPT visibility, SMS and email nurture sequences, performance reporting, and weekly meetings with the leasing team.
Floorplan Repositioning: Most of the 2-bedroom options were really 1-bed-plus-office layouts. We repositioned how these units were messaged, clarifying what renters were actually getting, and used the repositioning to level-set market pricing. In a building where no two units matched, this turned confusion into a selling point.
High-Quality Ads: Video ads with high click-through rates highlighted unit interiors, amenities and the neighbourhood, feeding the funnel with engaged, qualified traffic.
How did Clipper Lofts lease 100% two months early?
By running the full SL Renter Funnel™, repositioning the confusing floor plans in plain language, and using high-quality video ads to show interiors, amenities and the neighborhood.
Full Lease-Up Program: An on-site property tour and key messaging workshop, lead capture page and ad creative, paid social campaigns, organic marketing on Reddit and Facebook Marketplace, GEO initiatives for ChatGPT visibility, SMS and email nurture sequences, performance reporting, and weekly meetings with the leasing team.
Floorplan Repositioning: Most of the 2-bedroom options were really 1-bed-plus-office layouts. We repositioned how these units were messaged, clarifying what renters were actually getting, and used the repositioning to level-set market pricing. In a building where no two units matched, this turned confusion into a selling point.
High-Quality Ads: Video ads with high click-through rates highlighted unit interiors, amenities and the neighbourhood, feeding the funnel with engaged, qualified traffic.
100% 2 Months Ahead of Schedule
All 35 units leased in 4 months against a 6-month target.
746 Leads Generated
110 tours, 38 applications and 35 leases — full-funnel performance from first impression to signed lease.
84% App-to-Lease Conversion
15% lead-to-tour, 35% tour-to-app, 84% app-to-lease.
45x ROI on Marketing Spend
$1.34M in estimated lifetime lease value (avg. 28-month lease period).
100% 2 Months Ahead of Schedule
All 35 units leased in 4 months against a 6-month target.
746 Leads Generated
110 tours, 38 applications and 35 leases — full-funnel performance from first impression to signed lease.
84% App-to-Lease Conversion
15% lead-to-tour, 35% tour-to-app, 84% app-to-lease.
45x ROI on Marketing Spend
$1.34M in estimated lifetime lease value (avg. 28-month lease period).
Service used
Lease-up marketing
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Hi! Let's Lease Up Your Property
Hi! Let's Lease Up Your Property
Schedule your consultation today to maximize occupancy and boost revenue.
Hi! Let's Lease Up Your Property
Schedule your consultation today to maximize occupancy and boost revenue.
Hi! Let's Lease Up Your Property
Schedule your consultation today to maximize occupancy and boost revenue.
