Mod at Midtown

When Mod at Midtown came to us, they were facing the challenge that many boutique properties encounter: competing against massive new Class A communities with marketing budgets to match and aggressive concession packages of two to three months free rent. The Reno apartment market was in a concession-heavy phase, with large developers using deep discounts to fill their hundreds of units. Mod at Midtown needed a different approach.

Their advantage was clear: they offered something the big complexes couldn’t replicate. Eight exclusive units in a gated community with a private courtyard, included storage, and an intimate feel that appeals to renters tired of massive apartment complexes. Our challenge was positioning this boutique property to attract residents who would value quality, exclusivity, and location over the flashy concessions being offered elsewhere.

We needed to develop a community website and digital marketing strategy that would generate a steady, controllable flow of qualified leads. With only eight units, the marketing needed to be efficient and flexible, able to turn on when vacancy occurred and scale back when the property was full. The goal wasn’t just filling units; it was reducing vacancy, increasing rental rates, and eliminating the need for concessions entirely despite market pressure.

We created a sophisticated website that showcased Mod at Midtown’s unique positioning as a boutique alternative to the sprawling apartment complexes dominating Midtown. The site emphasized the intimate community feel, the private gated access, the beautiful courtyard, and the unbeatable walkability to everything that makes Midtown special. Professional photography captured the quality and character that set this property apart from cookie-cutter developments.

Our digital marketing strategy was designed specifically for the boutique nature of the property. We created highly targeted advertising campaigns that could be activated precisely when needed and scaled back when units were filled. This on-demand approach meant Mod at Midtown never wasted marketing dollars when fully occupied, but could quickly generate qualified leads the moment a unit became available. The campaigns focused on reaching professionals and discerning renters who would appreciate the exclusive, quality-over-quantity approach.

The positioning strategy proved incredibly effective. By emphasizing what made Mod at Midtown different rather than trying to compete on concessions, we attracted residents who valued the boutique experience and were willing to pay premium rents for it. The marketing message was clear: you’re not just renting an apartment, you’re gaining access to an exclusive community that offers something the big developments simply cannot.

The results transformed the property’s performance. We drastically reduced vacancy by maintaining a steady flow of qualified leads whenever needed. Rental rates increased as we demonstrated the premium value proposition. Most impressively, we completely eliminated concessions despite operating in a market where two to three months free rent had become standard practice at competing properties. Mod at Midtown proved that with the right positioning and marketing strategy, a boutique property doesn’t need to discount, it needs to differentiate. Working with this distinctive community and proving that quality and exclusivity win over giveaways has been incredibly satisfying.