Hard-to-Lease Floorplans: A Smarter Leasing Strategy for Property Managers
Here’s Why Hard-to-Lease Floorplans Sit Longer Than They Should
If a floorplan sits too long, the instinct is usually the same.
Lower the price. Add a concession. Hope the next prospect doesn’t notice the thing everyone else noticed.
But here’s the truth most onsite teams forget.
Every unit has a somebody.
Hard-to-lease units aren’t bad units. They’re usually just mismatched in the way they’re being marketed. The problem isn’t the floorplan. It’s the story being told and who it’s being told to.
Leasing works better when you stop trying to convince people to want what they don’t want and start playing matchmaker.
Get these outreach marketing flyers + 12 other resources for marketing and retention for only $7. (No, we’re not joking.)
START HERE: REFRAME THE QUESTION
Before you do anything else, pick one unit that always seems to linger.
Then shift the question.
Instead of asking, Why won’t this lease?
Ask, Who would actually love this, and where would I find them?
That one shift changes everything.
Example 1: How to Market a Dark or Low-Light Apartment Unit
Market the strength, not the apology.
Dark units come up all the time. Fewer windows. Less natural light. And often, a quiet sense of hoping prospects won’t notice.
Instead of apologizing, flip the lens.
A darker unit protects sleep.
That’s not a flaw. That’s a benefit.
This floorplan is ideal for people who live on a different rhythm. Think night-shift workers. Healthcare professionals. Hospitality staff. Logistics and security roles. Anyone who sleeps during the day and needs real, uninterrupted rest.
The story:
This home supports deep sleep when the rest of the world is awake.
Tagline idea:
Designed for night owls who need real rest.
Where to share it:
Hospitals and medical centers
24-hour gyms
Manufacturing plants
Hotels and distribution centers
Leave a simple flyer in break rooms or HR boards. You’re not pitching luxury. You’re pitching fit.
The Sprout Membership makes it easy - here’s some of the outreach flyers our members get access to all the time:
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On social:
“Some homes are made for early risers. Some are made for night owls. This one’s for deep, daytime sleep.”
On the tour:
“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.
Example 2: How to Lease Downstairs or High-Traffic Apartment Units
Turn convenience into the headline.
Units near parking, sidewalks, or higher traffic often get labeled as difficult. But for the right renter, these are incredibly convenient homes.
This unit is about ease.
It’s perfect for people who don’t want stairs, want quick outdoor access, 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.
Where to share it:
Pet groomers
Dog trainers
Vet offices
Pet supply stores
Mobile pet service providers
You’re not targeting people. You’re targeting needs.
On social:
Show the path from door to sidewalk to green space.
Caption: “For residents who like life on one level.”
On the tour:
“This is one of our easiest floorplans for pet owners or anyone who wants quick in-and-out access. No stairs. No hassle.”
Example 3: How to Sell a Smaller or Awkward Apartment Layout
Reframe it as intentional, not lacking.
Smaller or oddly shaped units don’t need excuses. They need better positioning.
Instead of selling square footage, sell function.
This unit isn’t about hosting large gatherings. It’s about efficiency, lower utilities, easier cleaning, and simplified routines.
The story:
Everything you need. Nothing you don’t.
Tagline idea:
Smart space for simplified living.
Where to share it:
Colleges or trade schools
Corporate training programs
Short-term contractors
Local employers onboarding new hires
On social:
A simple carousel highlighting why smaller can be smarter. Lower bills. Less upkeep. Easier days.
On the tour:
“This floorplan is great for someone who wants a streamlined space that’s easy to manage.”
TURN THIS INTO A REPEATABLE LEASING SYSTEM
This only works when it’s consistent.
Here’s the simple system:
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
Say the same story on every tour
Marketing doesn’t have to be complicated. It just has to be clear.
Never Tackle Marketing Alone
The Spark Monthly Resource Kit is the property manager’s best friend: budget-friendly and a major time saver
Customizable Marketing Flyer
Monthly Snapshot Resource
Monthly Marketing Checklist
Customizable Floorplan Flyer
But it’s not just marketing…
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HOW THESE LEASING SKILLS TRAVEL WITH YOU AS A PROPERTY MANAGER
Your job isn’t to fix a hard-to-lease floorplan. It’s to tell a better story and put it in front of the right person.
Inside the Spark membership, you’ll find a fully customizable Floorplan Feature Flyer designed to help you:
Change the tagline
Spotlight the right amenities
Frame challenges as benefits
Tell clearer, more confident leasing stories
What you’re learning here goes beyond one property.
These are marketing skills you carry with you wherever you go. Skills you can confidently say you’re trained in, because you are.
Start small. Pick the unit. Rewrite the story. Let the right person see themselves living there.
That’s the work. And it works.