Go-to-Market Roadmap
This roadmap outlines the phased implementation strategy for The Novus's market entry in Downtown Durham, with specific timelines, marketing channels, and targeting approaches to achieve optimal lease-up velocity for North Carolina's tallest residential tower.
Lease-Up Strategy Timeline
A comprehensive roadmap to reaching stabilized occupancy
Pre-Leasing Launch
July 2025
- • Website launch with virtual tours & reservations
- • Leasing gallery opening with material samples
- • VIP preview events for priority list members
- • Begin accepting refundable deposits
Digital Marketing Focus
- • Geo-targeted social ads in Durham area
- • Local influencer partnerships
- • Duke University targeted outreach
- • Email nurture campaigns to interest list
Marketing Initiatives
- • Grand opening gala event
- • Local event sponsorships
- • Open house tours with refreshments
- • Neighborhood business showcase events
Initial Leasing Goal
October 2025 (First 3 months)
- • Target: 30% occupancy (56 units)
- • Focus on premium view units (floors 20-27)
- • Maintain 15-20 tours per week
- • Conversion rate goal: 30% tour-to-lease
Secondary Leasing Phase
November 2025 - January 2026
- • Target: 60-75% occupancy (113-141 units)
- • Begin shifting to mid-tier units (floors 11-19)
- • Incentive adjustments based on velocity
- • Weekly performance review & strategy adjustment
Marketing Initiatives
- • Holiday-themed open house events
- • Resident referral program launch
- • Broker incentive program
- • Corporate housing partnerships
Ongoing Marketing
- • SEO & content marketing
- • Social media community building
- • Resident retention programs
- • Reputation management
- • Retargeting ad campaigns
Stabilization Goal
January 2027 (18 months total)
- • Target: 95% occupancy (178 units)
- • Transition to standard pricing model
- • Focus on retention and renewals
- • Establish resident community program
- • Shift to maintenance marketing budget
Pre-Leasing Target
30-35%
Reserved before opening
Monthly Absorption
10-15%
During main lease-up
Total Timeline
18 Months
To stabilized occupancy
Marketing Initiatives Timeline
Months 1-3
July - Sept 2025
- •Digital advertising campaign focused on Durham professionals
- •Instagram and TikTok influencer partnerships
- •Exclusive VIP preview events for priority list
- •Virtual reality tours of model units
Months 4-6
Oct - Dec 2025
- •Sponsorship of local Durham events and festivals
- •Weekly themed open house tours with local vendors
- •Duke University faculty & staff targeted outreach
- •Holiday-themed resident events to showcase community
Ongoing
Throughout campaign
- •SEO optimization and content marketing for organic traffic
- •Regular social media engagement including resident features
- •Retargeting ads to re-engage website visitors
- •Email nurture campaigns to prospects and leads
- •Community partnerships with local businesses and organizations
Pre-Leasing Phase (3-6 Months Prior to Opening)
Timing & Milestones
- •
6 Months Prior: Launch pre-leasing website with interactive floor plans, amenity showcase, and reservation platform. Begin building interest list through targeted digital campaigns.
- •
5 Months Prior: Open on-site or nearby leasing gallery with interactive displays, material samples, and VR tours of unit interiors. Begin accepting priority reservations with refundable deposits.
- •
4 Months Prior: Implement first round of pre-leasing incentives for early reservations. Launch local partnership initiatives with Durham arts district and business community, with special focus on Duke University and Research Triangle Park connections.
- •
3 Months Prior: Host exclusive preview events for priority list members. Begin converting reservations to leases as construction completion timeline solidifies.
Primary Targets
- •
Durham Urban Professionals (28-42): Working in downtown offices or Research Triangle Park with household incomes $110K+, seeking walkable lifestyle, views, and premium amenities
- •
Duke University Faculty & Staff: Academics, administrators, and researchers looking for premium housing with convenient access to campus
- •
Duke Medical Professionals: Physicians, specialists, and healthcare administrators from Duke University Medical Center seeking premium accommodations
- •
Downtown Renters Looking to Upgrade: Current residents of mid-rise downtown properties seeking true high-rise living with panoramic views
Secondary Targets
- •
Empty Nesters (50-65): Downsizing from Chapel Hill and North Raleigh homes, seeking vibrant urban lifestyle with views
- •
Research Triangle Tech Executives: Senior professionals from RTP companies seeking premium downtown housing options
- •
Young Urban Couples: Dual-income professional households without children seeking premium high-rise living
- •
Remote Work Professionals: Prioritizing high-quality home office space and communal work amenities
Core Channels
- •
Dedicated Website: Immersive, content-rich platform with virtual tours, neighborhood exploration, and seamless reservation functionality
- •
Geo-Targeted Paid Search: Focus on high-intent keywords related to Durham luxury apartments, Duke University housing, and downtown Durham high-rise rentals
- •
Social Media Targeting: Custom audiences based on demographic, behavioral, and lookalike modeling, with emphasis on Instagram and Facebook for visual storytelling
- •
Local Business & Cultural Partnerships: Collaborative content and cross-promotion with Durham Performing Arts Center, American Tobacco Campus, and other Five Points District establishments
Content Strategy
- •
Neighborhood Storytelling: Video series highlighting Downtown Durham's renaissance, dining experiences, and cultural attractions
- •
Design & Architecture Focus: Content showcasing distinctive design elements, premium finishes, and architectural highlights
- •
Lifestyle Visualization: Content depicting The Novus living experience through day-in-the-life narratives that emphasize panoramic views and vertical living
- •
Construction Progress Updates: Transparent communications with future residents through interactive timeline and milestone announcements
Initial Lease-Up Phase (First 3 Months After Opening)
Target Metrics
- •Pre-opening reservations: 30-35% of total units
- •Month 1 after opening: Additional 15-20% of total units, with focus on premium view units (floors 20-27)
- •Month 2 after opening: Additional 10-15% of total units
- •Month 3 after opening: Additional 10-15% of total units
- •Cumulative 3-month target: 60-75% occupancy
Leasing Office Operations
- •Extended Hours: 7-day operation with evening hours twice weekly
- •Tour Optimization: Structured tour path highlighting key differentiators and premium features; allow 45-60 minutes per prospect
- •Same-Day Application Process: Streamlined digital application with preliminary approval during visit when possible
- •Automated Follow-Up Sequence: Tiered communication plan based on prospect engagement level
Community Launch Events
- •Grand Opening Gala: Invitation-only event for local influencers, business leaders, and priority wait list members
- •Third Friday Art Walks: Featured property in monthly Durham art walks with rotating exhibitions in lobby and amenity spaces
- •Resident Welcome Series: Curated events for early move-ins to foster community connections
- •Industry Showcase: Exclusive tours for real estate professionals, relocation specialists, and corporate housing partners
Ongoing Programming
- •Weekly Property Tours: Themed open house events targeting specific resident personas
- •Local Business Spotlights: Pop-up experiences featuring neighborhood restaurants, boutiques, and services
- •Lifestyle Workshops: Programming aligned with amenity spaces (wellness, culinary, creative)
- •Model Apartment Dining Experiences: Intimate chef-driven events for prospects to experience the lifestyle
Stabilization Phase (75%+ Occupancy)
Reputation Management Strategy
- •Review Generation: Systematic approach to cultivating positive reviews across platforms with resident incentives
- •Resident Testimonial Program: Video content featuring authentic resident experiences and stories
- •Social Proof Amplification: Strategic showcasing of resident endorsements and lifestyle content
- •Rapid Response Protocol: 24-hour response window for all reviews with resolution tracking for negative feedback
Community Integration Initiatives
- •Local Arts Patronage: Ongoing sponsorship of Durham Performing Arts Center events and local artists
- •Neighborhood Business Program: Exclusive resident perks with local restaurants, shops, and services
- •Seasonal Programming: Public-facing events that position The Novus as Downtown Durham's premier vertical neighborhood
- •Sustainability Initiatives: Visible environmental and community projects that align with brand values
Performance Analytics Framework
- •Lead Source Attribution: Multi-touch attribution model to evaluate channel effectiveness and ROI
- •Conversion Funnel Analysis: Identification of key drop-off points in leasing journey
- •Resident Demographic Profiling: Ongoing refinement of target personas based on actual lease-ups
- •Competitive Position Monitoring: Monthly analysis of pricing, incentives, and absorption across competitive set
Budget Reallocation Protocol
- •Monthly marketing spend review with ability to shift resources to high-performing channels
- •Quarterly incentive structure assessment with adjustments based on velocity and competitive positioning
- •Seasonal campaign planning aligned with natural leasing cycles and local events calendar
Digital & Traditional Channel Mix
Channel Allocation by Phase
Recommended budget distribution across marketing channels
| Channel | Pre-Leasing | Initial Lease-Up | Stabilization |
|---|---|---|---|
| Paid Search/SEO | 20% | 15% | 10% |
| Social Media | 25% | 20% | 15% |
| ILS Platforms | 15% | 25% | 30% |
| Events/Experiential | 20% | 25% | 15% |
| Content Production | 15% | 10% | 15% |
| Local Partnerships | 5% | 5% | 15% |
Team Structure
- Dedicated Leasing Director (full-time)
- 1 Leasing Consultant (full-time)
- 1 High-Rise Experience Specialist (full-time)
- Digital Marketing Specialist (part-time/agency)
- Administrative Support (shared resource)
Key Partners
- Digital Marketing Agency (local with high-rise expertise)
- Branding & Content Production Studio
- Virtual Tour & Drone Photography Provider
- Duke University Housing Office
- Downtown Durham Inc. & Chamber of Commerce
Technology Stack
- Property Management/CRM System
- Digital Leasing Platform with Application Portal
- Virtual Tour/3D Visualization Tools
- Reputation Management Software
- Marketing Analytics Dashboard
Risk Mitigation Strategies
Scenario Planning
- •Slower Absorption Scenario: Enhanced incentive structure, increased marketing spend allocation, and expanded target audience parameters
- •Competitive Response Scenario: Differentiation strategy focusing on unique amenities and resident experience rather than price competition
- •Market Downturn Scenario: Phased amenity completion approach to control costs while maintaining core value proposition
Agility Mechanisms
- •Monthly performance review with predefined triggers for strategy adjustments
- •Flexible marketing budget with 20% contingency reserve for responsive allocation
- •Tiered incentive framework that can be deployed based on velocity metrics
- •Ongoing competitive monitoring with bi-weekly reporting and analysis
This go-to-market roadmap provides The Novus with a comprehensive, phased approach to achieve optimal lease-up velocity while establishing a unique high-rise positioning in the Downtown Durham market. The strategy emphasizes the property's distinctive 27-story format and panoramic views while targeting Durham's professional demographic with specific focus on Duke University and Research Triangle Park connections.