When your apartment community is struggling with occupancy, what’s your first instinct? Drop the rent? Offer concessions? Buy more online ads? While these tactics might provide a temporary boost, long-term success often requires a more creative and engaging approach. Instead, what if you could make your leasing process unforgettable?
That’s exactly what we did at Highland Greens Apartments in Lithonia, Georgia many years ago. The property was sitting at an occupancy rate in the low 70s, struggling to attract families despite having all the amenities that should have made it a prime choice—spacious three- and four-bedroom units, multiple playgrounds, and plenty of kid-friendly features.
Thinking Outside the Billboard
We knew we needed to do something different—something that would make people stop and take notice. Luckily, we had a billboard on a high-traffic street, but like most property signs, it was boring. It listed the apartment name, unit sizes, and the usual “Call Now” messaging. Not exactly eye-catching.
At the time, SpongeBob SquarePants was all the rage. So, we decided to get playful. We redesigned the billboard with a mysterious message: “Where’s Bob?” accompanied by a pair of recognizable cartoon-style eyes peeking from the top.
We added the "Where’s Bob?" message with the cartoon-style eyes to all our local ads—making them instantly recognizable and engaging.
Turning Apartment Tours into an Experience
When families came in to tour the property, their kids were instantly curious. “Where’s Bob?” they’d ask. Our leasing team had an answer: “You have to find him!”
We turned unit tours into a scavenger hunt. We hid little cutouts of Bob in our model units and gave the kids small prizes if they found him. (Truthfully, we gave out candy even if they didn’t.)
This simple game did two things:
It made the property memorable. Families toured multiple apartments in a day, but we were the only place where their kids ran around laughing and searching for Bob.
It energized our leasing team. Leasing can be monotonous, but watching kids light up while searching for Bob brought real joy to the staff. Their excitement translated into better tours and more leases.
The Results?
The property leased up successfully. Was Where’s Bob? the only factor? No—but it made us stand out. It made people want to visit. It made the experience fun.
Creative Marketing That Sticks
This wasn’t the only time we used outside-the-box marketing. During the peak of the Chuck Norris meme craze, we tried incorporating his image into some fun marketing materials. That led to a very official cease-and-desist letter from Chuck Norris’s attorneys. We stopped using his image, of course, but we framed the letter—it became an inside joke among the team and a reminder of the power of creativity.
Takeaways for Your Apartment Marketing
Be Different. If everyone is running the same “Great Specials! Move-In Today!” ads, no one stands out. Find something that makes people stop and engage.
Engage Emotionally. People lease based on emotions. Whether it’s nostalgia, curiosity, or humor, find ways to make your property tour a unique experience.
Make It Fun for Your Team. When your leasing agents enjoy what they’re doing, it shows. Their enthusiasm will convert more prospects into residents.
Marketing isn’t just about what you say—it’s about how you make people feel. If your apartment community is struggling with occupancy, try looking beyond the usual tactics. A little creativity can turn a stale leasing process into an experience people remember—and more importantly, act on.
Now, your turn: What’s the most creative leasing strategy you’ve tried? Drop a comment below!