Larken Associates’ Hillsborough Village Center, a mixed-use project located at 650 US Highway 206 in Hillsborough, is 100% advertised, according to an announcement Tuesday morning. The property began welcoming its first residents earlier in November.
Full completion is slated for later this fall, the community will include one lodge and nine multi-family buildings comprising 191 one- and two-bedroom luxury units, as well as three mixed-use buildings with raised apartments and 28,000 square feet of retail space. retail on the ground floor. .
The full pre-lease of the property prior to completion is the latest achievement for Larken Living, the residential division of Larken Associates.
“While the past year has presented significant challenges in the way we lease residential space, we pride ourselves on our ability to consistently find innovative solutions to whatever obstacles stand in our way,” said Jessica Heckman , Director of Residential Asset Management at Larken Associates. “While the Hillsborough Project had additional hurdles to overcome, I am deeply proud of the problem-solving skills and collaborative approach our team leveraged to bring this community to 100% rented. “
Larken Living’s proactive strategy implemented detailed animated videos and renderings of Hillsborough Village Center units and amenities and leveraged traditional and social media platforms to drive engagement and rental activity within from the community. Starting in May 2020, the Larken Living team launched a preliminary website for the property as the community celebrated its grand opening. The website ensured that all leads created from media articles covering the milestone would be captured and kept up to date as the project progressed.
Additionally, Larken Living has created individual Instagram, Facebook and Google My Business pages for the property to establish a strong digital presence designed to engage prospects across platforms in a meaningful way. Over the course of the project, these pages continually advertised various milestones, events and completion schedules, as well as construction photos and ongoing property tours. The team further enhanced this web and social media presence with additional digital ads and comprehensive email marketing campaigns.
Buoyed by considerable interest in these tactics, Larken Associates began accepting bookings in January 2021, well ahead of the project’s planned completion date. The reservation system provided the company with a qualified list of interested prospects to facilitate an efficient rental process when the pre-rental officially opens in April. The reservation system also helped create a sense of urgency, as potential residents could be alerted to the growing number of potential residents interested in the community. Shortly after launching its reservation list, advertising on ILS apartment sites began even though the property was still eight months away from initial occupancy. Larken Living then ensured that all online prospects would have quick access to floor plans, model renderings, interactive clubhouse tours and 3D community tours while driving a drone as soon as they got there. would become available.
Driven by this multi-faceted approach to digital rental and marketing, coupled with the company’s well-established reputation for high-quality multi-family construction and feature-rich communities, the Larken Living team was able to generate a considerable interest in Hillsborough Village Center.