EP280: It’s Built – Now What?

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One question we often hear from investors new to Build-to-Rent (BTR) projects is, “What happens once it’s built?”

It’s a great question, especially if you’ve only ever invested in already-occupied multifamily apartments.

The thought of starting from scratch and filling all those units can feel a little overwhelming—it’s exactly how we felt at the start of our journey.

Let us take you behind the scenes of our BTR project in North Texas and show you how we’ve planned, prepared, and partnered to make this process not just manageable, but an incredible opportunity for success.

Early Planning: Partnering with the Right Property Management Team

When we began planning this 118-townhome community, one of our first steps was to find a property management partner.

As early as last October—before a single shovel hit the ground—we started meeting with several companies.

After evaluating their budgets, philosophies, and expertise, we selected **Cushman & Wakefield**.

Here’s why we chose them:

1️⃣ Expertise in BTR projects:  Their knowledge of Build-to-Rent communities was unmatched, and they understood the unique demands of this product type.

2️⃣ Familiarity with the area:  Their experience in the local market gave us confidence they could deliver.

3️⃣ Alignment with our budget:  Their numbers matched our goals, and they respected the financial framework we’d set.

Why Early Collaboration Matters

One of the biggest advantages of partnering with Cushman & Wakefield early was gaining their input on the design, layout, and amenities for the community.

Unlike purchasing an existing multifamily property, where you’re stuck with what was built decades ago (think 1970s kitchens and no Wi-Fi), building from scratch gives you complete control.

With their guidance, we refined everything from the placement of outlets to the outdoor spaces.

We even discussed offering an internet tech package instead of traditional cable—a decision perfectly aligned with today’s streaming-focused renters. Their insights made sure every detail met the needs of our target market.

Getting Ahead of Leasing Challenges

Leasing a property with zero tenants is a whole different ballgame compared to managing a 90%-occupied multifamily apartment. From the start, Cushman & Wakefield helped us map out a leasing cadence, ensuring we had a realistic schedule and financial model.

Fast forward to today—nearly a year later—we’re gearing up for the next phase of the project: **leasing and marketing.**

Key Takeaways from Our Leasing Prep Call

As we prepare for the first buildings to be move-in ready, we had a productive call with our property management team to solidify next steps. Here’s what stood out:

NO. 1 Forecasting Leasing Numbers:

Cushman provided a conservative leasing forecast to present to our lender, but they assured us they’re confident we’ll exceed those projections. Hearing that felt like validation of all the planning and partnership work we’ve done so far.

NO. 2 Pre-Marketing Strategies:

They’re already conducting monthly market surveys to track competitors’ pricing and leasing velocity. This allows us to fine-tune our pricing and stay competitive from day one.

NO. 3 Staging and Virtual Tours:

The team recommended prioritizing one staged unit as soon as possible. This way, we can create stunning visuals, 3D walkthroughs, and virtual tours for our website to attract tenants—even before all buildings are complete.

Building Buzz Before the Units Are Ready

One of the most exciting parts of the meeting was brainstorming ways to generate buzz. For example:

▶️ Hard Hat Tours: If the city allows, we’ll designate safe pathways for prospective tenants to view units under construction.

▶️ Corporate Outreach: With several major employers in the area, we’re planning to connect with local businesses to share leasing opportunities directly with their employees.

A Tech-Driven Approach to Leasing

Cushman & Wakefield’s AI-driven software will help us avoid common pitfalls, like too many lease expirations in the same month.

By staggering lease lengths (e.g., 12, 15, or 18 months), we’ll reduce turnover chaos and keep occupancy levels steady.

It’s this kind of thoughtful planning that makes a huge difference in operational efficiency.

Setting Up for Long-Term Success

As we move closer to welcoming our first tenants, the groundwork we’ve laid feels more important than ever. Here are a few things we’re doing to ensure a smooth transition:

✔️ Onboarding the Team: Cushman & Wakefield has already assigned a regional manager, and they’re working to staff the property well in advance of opening day.

✔️ Maintenance Coordination: Our lead maintenance staff will start walking the property with the general contractor to get familiar with every aspect of the buildings.

✔️ Flexible Staffing: Since not all units will be ready at once, Cushman’s ability to “float” staff across nearby properties ensures we’re fully supported without overstaffing too early.

Understanding the Target Market

Finally, we validated our demographic assumptions with Cushman.

The area’s strong school systems, safety, and amenities make it a magnet for young families and professionals—people who value flexibility and modern features.

Some tenants will see this as a stepping stone to homeownership, while others will stay long-term for the convenience of renting.

Looking Ahead

This Build-to-Rent project has been an incredible journey—from laying the foundation to planning for the first lease.

It’s a powerful reminder of what’s possible when you combine strategic planning, the right partners, and a clear vision.

We’re so excited to see this community come to life and can’t wait to share more updates as we move into vertical construction and leasing.

Whether you’re considering your first BTR project or simply curious about the process, we hope this gives you valuable insight and inspiration for your own investment journey.

Let’s keep building something amazing—together! 💛