Sell the Hard-to-Lease Floor Plan

Try It: visibility marketing

Let’s talk about hard-to-lease units for a minute. Because here’s the truth most managers forget when a floor plan sits too long…

Every unit has a somebody.

Our job isn’t to convince people to want what they don’t want. Our job is to play matchmaker.

Some units aren’t ‘bad.’ They’re just mismatched in the way they’re being marketed.

And today’s Try It is about reframing those units, telling a better story, and putting them in front of the right people.

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TRY IT NOW (Set the Frame Early)

Before we get into examples, here’s your Try It.

Pick one hard-to-lease unit at your community.

The one that always seems to linger.

Instead of asking, ‘Why won’t this lease?’

Ask, ‘Who would actually love this, and where would I find them?’

Example 1: The Dark Unit

Market the strength, not the apology

This first one comes up all the time. The darker unit. Fewer windows. Less natural light.

Instead of positioning it as ‘cozy’ or quietly hoping people don’t notice, flip the lens.

This is a unit that protects sleep. That’s a strength.

Think night-shift workers. People who work in healthcare, hospitality, logistics, security, manufacturing. Anyone who sleeps during the day and lives life on a different rhythm.

The story:
This home supports uninterrupted rest when the rest of the world is awake.

Tagline idea:
‘Designed for night owls who need real rest.’

“Rest when the world is awake.”

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Outreach locations:

Hospitals and medical centers
24-hour gyms
Manufacturing plants
Hotels
Distribution centers
Security offices

Leave a simple flyer at break rooms or HR boards. Not pitching luxury. Pitching fit.

Social angle:
Post a graphic or photo with copy like:
‘Some homes are made for early risers. Some are made for night owls. This one’s for deep, daytime sleep.’

On the tour:
Call it out confidently.
“This floorplan is great for anyone who works nights or values a darker sleep environment. It’s one of our best for rest.”

No apology. Just clarity.

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Example 2: The Downstairs/High Traffic Unit

Turn convenience into the headline

Next up: the downstairs unit near parking, sidewalks, or higher traffic.

Instead of bracing for objections, lead with the benefit.

This unit is about ease.

It’s perfect for people who don’t want stairs, want quick access outside, or have pets they walk multiple times a day.

The story:
This home makes daily life simpler.

Tagline idea:
’Step-out convenience for life on the go.’

Outreach locations:

Pet groomers
Dog trainers
Vet offices
Pet supply stores
Mobile pet services

You’re not targeting people. You’re targeting needs.

Social angle:
Short reel or post showing:
Door → sidewalk → green space
Caption: ‘For residents who like life on one level.’

On the tour:
“This is one of our easiest floor plans for pet owners or anyone who wants quick in-and-out access. No stairs, no hassle.”

Example 3: The Smaller or Awkward Layout

Reframe it as intentional, not lacking

Now let’s talk about the smaller or oddly shaped unit.

Instead of selling square footage, sell function.

This unit isn’t about hosting big gatherings.
It’s about efficiency, lower utilities, and easy upkeep.

The story:
Everything you need, nothing you don’t.

Tagline idea:
‘Smart space for simplified living.’

Outreach locations:

Colleges or trade schools
Corporate training programs
Short-term contractors
Local employers onboarding new hires

Social angle:
Carousel: ‘Why smaller can be smarter’
Highlight lower bills, less cleaning, easier routines.

On the tour:
“This floorplan is great for someone who wants a streamlined space that’s easy to manage.”

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Bringing It All to Life (The System)

Here’s how to make this real and repeatable.

Pick one hard-to-lease unit
Identify the lifestyle fit.
Write one clear tagline.
Create one flyer using your Sprout template.
Customize it in Canva.
Take it to one intentional outreach location.
Share it on social with confidence.
Say the same story on every tour.

Consistency is what makes this work.

Additional Designs

Click to customize in Canva. Change the tagline, spotlight the right amenities, frame the challenge as a benefit, and tell a clearer story about who this home is perfect for.