Case study · Lease-up launch

Sol Modern

Building the digital launch for a 747-home tower in downtown Phoenix, from the first social post to move-in day.

Location: Downtown Phoenix, Roosevelt Row
Developer: LG Development
Engagement: October 2024 to 2025
Industry: Multifamily

Rendering of the Sol Modern tower in downtown Phoenix

747

Homes in a 29-story tower

Launch phases: organic, social ads, full lease-up

Channels, from Google and YouTube to Meta and Microsoft

Top 10

Google ranking for 'modern apartments in Phoenix'

The challenge

Phoenix's newest high-rise needed a digital presence before it had residents, a finished lobby or a single review.

Sol Modern is a 29-story, 747-home tower from Chicago-based LG Development that fills an entire block of downtown Phoenix. We came on during construction to build the marketing foundation and run the campaigns that carried it toward first move-ins.

What we did

A phased launch: build the audience first, then turn on paid media as opening day got closer.

Foundation. Meta Business Manager and pixel, GA4, Tag Manager, Search Console and conversion tracking set up from scratch.
Phase 1: organic social. A content calendar and posts from November 2024 to start building an audience.
Phase 2: social ads. Meta prospecting and retargeting with pre-leasing creative from January 2025.
Phase 3: full lease-up. Google Search by neighborhood and floor plan, retargeting, YouTube, Microsoft Ads and programmatic.
SEO and GEO. Technical fixes, local business schema, rewritten page metadata and local citations.

Marketing Strategy Search Ads Social Ads SEO & GEO Lead Tracking

Where it stands

Sol Modern ranks in Google's top 10 for 'modern apartments in Phoenix' and 'downtown Phoenix'.

Our engagement was short, but it covered the hardest part of any lease-up: launching a brand-new building from zero. The tower went on to win CoStar's 2026 Impact Award for Phoenix Multifamily Development of the Year.