Here’s the thing: when most owner / stakeholders think about real estate development, they’re laser-focused on the cost of land, construction, and design. And sure, investors will gladly throw millions into these pieces, sometimes dipping into their own pockets for that personal skin in the game.

But there’s one critical piece of the puzzle that often gets left behind—marketing.

Let me ask you this: You’re willing to put $30 million into a development, with $2 million of your own cash. But then, when it comes to spending $300,000 on marketing—just 1% of the project’s cost—you hesitate? That’s a rookie move, and it could cost you BIG in terms of ROI.

How Marketing Supercharges ROI

Marketing is just as important as laying the foundation or pouring concrete. Without it, you’re setting your property up to lose. Times are tough, the market is saturated with "luxury living" and highly strategic, strong marketing is one factor within your control to ensure leases are flowing in. 

1. Higher Rents: The right marketing gets your property in front of the perfect audience, positioning it as *the* premium choice. This means you can charge more. Without marketing? Your property might get lumped in with the average, and you’ll lose those high-paying tenants.

2. Faster NOI: Net Operating Income is the lifeblood of any investment. Good marketing means quicker lease-ups or sales, which means you start seeing returns faster. Every day your units sit empty is money lost. Strategic marketing cuts that time down, speeding up your path to profitability.

3. Improved Absorption: Marketing drives demand. Demand drives absorption rates. If you want your project leased or sold in record time, you need marketing that gets eyeballs on your property. The faster it fills, the faster you get your returns, and the less you lose to vacancy.

4. Boosting Property Value: Marketing isn’t just about leasing units—it’s about building a *brand*. A property with a strong brand is worth more when it hits the market. Want to sell for a premium? You need to market it like it’s the hottest property in town.

The True Cost of Skimping on Marketing

Here’s the kicker: not investing in marketing doesn’t just cost you—it BLEEDS your bottom line. Let’s break it down:

Lost Revenue from Lower Rents: Without a killer marketing strategy, you’re not attracting the residents who’ll pay top dollar. And trust me, over time, that revenue gap adds up fast.

Longer Vacancy Periods: Every month a unit sits empty? That’s a direct hit to your wallet. Cut those months down, and marketing will more than pay for itself in rent dollars.

Lower Long-Term Value: Slow absorption kills momentum. A slow start means a lower overall property value and a weaker position when it’s time to sell. No one wants to buy the building that's always been half-full even when it was brand new. 

Are You Leaving Money on the Table?

Here’s the real question: can you afford NOT to invest in marketing? You’d never cut corners on construction or design—so why leave marketing as an afterthought? That’s like building a luxury sports car and forgetting to fill the tank.

When you’ve poured millions into your project, don’t let a lack of marketing be the reason you don’t hit your ROI goals. That $300,000 investment in marketing isn’t an expense—it’s the fuel that’s going to drive higher rents, quicker lease-ups, and a more profitable sale.

In multifamily real estate, the game is all about maximizing returns. You’ve already committed to building something incredible. Now, make sure the world knows it. When you market your project right, you’re not just selling units—you’re selling the success story of your development company.

And that’s something you can’t afford to skimp on.