The challenge
The Overlook began June at approximately 85% occupancy. The opportunity was to convert prospects who were already considering the community but had not yet committed.
Texla / The Overlook · Executed campaign
From 85% to 99%.
A month-long leasing campaign that turned existing interest into signed leases.
My contribution
Campaign strategy, creative materials, photography, messaging, and campaign execution.
Project status
99% by June 30 · 100% during July
The strategy
I built urgency around an immediate signing incentive, supported by social content, referral outreach, and activity around student orientation. The campaign plan paired a gift card for the first 30 new leases with a second incentive phase to keep interest moving.
What I created and ran
I developed the campaign brief and promotional materials, including launch graphics, an oversized gift-card display, social photography, and new-signee content. I ran the campaign across the creative and leasing sides of the work, connecting the message prospects saw with the experience in the office.
What happened
The campaign ran June 1–30. Occupancy rose from approximately 85% to 99% by June 30—a 14 percentage-point increase. The community reached 100% during July. These are the actual results and timing; the original planning brief contains earlier proposed dates and targets.
Inside the work
Selected campaign materials
