Maple Square

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145 Units in Danvers, MA: Full Go-To-Market Strategy

Maple Square is a 145-unit multifamily community in Danvers, MA—a location that posed a clear challenge for lease-up velocity. As a moderately disconnected suburb of Boston, Danvers is often overlooked in the search for luxury rental communities. Authentic was brought in to change that.

Our goal was to reposition this market perception and deliver a full-funnel go-to-market strategy that would drive absorption, accelerate qualified lead generation, and create long-term brand value.

The Challenge

Services

Brand Development
Fence Wraps & Signage
Custom Website
Search Engine Optimization
Leasing Collateral
Lease-Up Marketing
Social Media Management
Email Marketing
Video & Photography

0
Preleasing Leads
0
% Email Click-Through
0
Tours in the First Two Weeks
0
% Leased Before Opening
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Our Approach

Authentic deployed a comprehensive lease-up strategy built around our proprietary go-to-market (GTM) Playbooks. Each phase—from brand development to active leasing—was designed to create alignment between property identity, marketing execution, and leasing outcomes.

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The Playbooks

Brand Development

We positioned Maple Square as a “a new standard of living on the North Shore”—a brand rooted in the everyday pride and craftsmanship of Danvers, yet elevated through refined design and thoughtful storytelling. The identity drew on legacy, placemaking, and a visual system inspired by New England tradition. The result was a brand that felt both established and aspirational.

Brand Activation

Our team developed and implemented the physical and digital tools required to bring the brand to market: property signage, leasing collateral, environmental graphics, and onsite experience design. The visual identity—warm, textured, and humble—established Maple Square as a community with character.

Property Website

A high-performing Amplify splash page and full website were launched to convert awareness into action. Designed for clarity and conversion, the site translated Maple Square’s story into a digital leasing engine.

Lead Nurturing

We implemented email and SMS workflows to maintain momentum across the leasing funnel. These sequences were designed to reflect the brand’s approachable tone and reinforce key positioning messages.

Demand Generation

Targeted advertising, ILS optimization, and retargeting campaigns drove qualified traffic and lead volume. Paid efforts were tightly integrated with the brand narrative to ensure consistency across all touchpoints.

Organic Strategy

Through locally focused content and social engagement, we built brand credibility and broadened awareness among Danvers residents and beyond.

Leasing Enablement

Our leasing team, together with Charlesgate, provided support for on-site execution, including tour experience design, pricing consultation, and pipeline performance oversight.

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The Result

Leasing launched February 1, 2025. The building opened on May 1, 2025.

- 125 preleasing leads generated before CO

- 21% email click-through rate

- 47 tours scheduled in the first two weeks

- 25 leases signed in the first month

- 40% of market-rate units leased before CO

- 48% of market-rate units leased by May

- 50% leased overall (market rate and affordable)

In a market not known for velocity, Maple Square outperformed expectations, proving that the right brand and strategy can make the market, not just respond to it.

Why It Worked

Maple Square succeeded because the GTM strategy was purpose-built for its specific market dynamics. By combining a strong, rooted brand with performance-focused marketing and leasing operations, Authentic delivered the two outcomes that matter most to developers:

- Faster absorption

- Strong return on investment

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Ready to Launch Smarter?

Whether you’re facing a slow market or entering a highly saturated one, Authentic helps multifamily developers launch smarter, lease faster, and maximize returns.

Our full-stack approach to brand, marketing, and leasing is designed to drive real outcomes from concept through stabilization.

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