Uncomn Projects.

Free playbook / For developers and operators

The launch plan for a new multifamily community.

From schematic design to stabilization: what to decide, when to do it, and how to measure it. Built from ten years of opening apartment communities.

  • A launch timeline tied to your construction milestones
  • What to do, and how to do it right, at every stage
  • The four numbers that run leasing
  • Eight common launch mistakes, and a checklist for your next meeting
10 years in multifamily11+ states50+ managed social accounts
The Uncomn Launch Playbook, shown as a hardcover book

Get the playbook

Free. We’ll email it to you, and you can download it right away.

No spam. You’ll get the playbook and a few follow-up notes from Roger. Unsubscribe anytime.

01 / Who it’s for

Built for the people who open new buildings.

Developers and owners

Know what to decide and when, before leasing pressure arrives. No in-house marketing team required.

Development and asset managers

Hold the team to a plan and a budget you can defend to partners and lenders.

Operators and marketing leads

See the whole launch in one sequence, with the numbers to run it week by week.

The sequence is the same for a 40-unit building and a 400-unit one. We note where the depth changes.

02 / What’s inside

What to do, when,
and how to do it right.

Seven stages, the numbers that run leasing, and a checklist for every meeting. Every page is something you can use on your own project, whether you work with us or not.

An open spread of the Launch Playbook showing how the sequence scales and the launch timeline
Page from the playbook: Stage 1, know the resident first

Stage by stage

What to do at every stage

Seven stages from schematic design to stabilization, each with the moves to make and where we can help.

Page from the playbook: Stage 2, brand is how the building feels

Brand

Brand as the whole experience

How the name, the signs, and every resident interaction work as one idea.

Page from the playbook: Stage 5, open as a leasing event

Opening

Open as a leasing event

How to plan the grand opening around tours and applications, then follow up.

Page from the playbook: the four numbers that run the plan

Measure

Four numbers run the plan

Cost per lead, lead to tour, tour to lease, and cost per lease, reviewed every week.

Page from the playbook: eight ways launches go wrong

Pitfalls

Eight ways launches go wrong

The mistakes we see most often, and how to avoid each one.

Page from the playbook: the launch checklist

Checklist

What to decide and ship

A checklist by stage, ready to take into your next team meeting.

03 / Who wrote it

[Photo: Roger Sanchez, or the team on site]

Written by the team that launches these buildings.

“I wrote this from the launches we run every year. Use it on your own, or bring us in.”

Roger Sanchez / Managing Director, Uncomn Projects

10years of multifamily branding and marketing
11+states where we have delivered work
50+managed multifamily social media accounts

Uncomn Projects is a creative agency built for multifamily. We brand and market apartment communities for developers and property managers, from the first renderings through renewals.

[Selected client logos]

04 / Questions

Before you download.

Is it really free?

Yes. No credit card and no obligation. We ask for your email so we can send the playbook and follow up with a few related notes.

What size building is it for?

Any size. The sequence is the same for a boutique building and a large community, and the playbook notes where the depth changes.

Is it just a pitch for Uncomn?

No. It is a working plan you can use with any team. We note where we can help, and you decide whether to talk to us.

Will you contact me?

You will get the playbook by email, plus a few follow-up notes. Someone from our team may reach out about your project. You can reply anytime and unsubscribe whenever you like.

Can I share it with my team?

Yes. Forward it to your partners, your property manager, and your vendors.

Get the playbook