CONTEXT

As a growing coastal-adjacent market, Leland, NC attracts renters seeking both lifestyle and value—yet meaningful differentiation is essential to stand out. When The Flats at Leland was acquired by new ownership, the community faced a critical challenge: despite being a stabilized asset, occupancy hovered just above 40%, largely due to reputational issues inherited from prior management.

Negative online reviews citing property neglect and inconsistent service had created perception hurdles that traditional marketing alone could not overcome. The opportunity was not simply to refresh the brand, but to restore confidence and reposition the community with clarity, credibility, and intent.

STRATEGY & EXECUTION

Embay Atelier led the repositioning of The Flats at Leland as a new acquisition, redefining the brand around livability, access to the Wilmington job market, and targeted upgrades to contemporary appliances—anchored by a renewed emphasis on resident experience under new ownership.

We delivered a comprehensive brand and marketing refresh, including a new website, an elevated model apartment, updated photography and videography, and refined campaign messaging designed to shift perception and restore trust. Digital optimization ensured the repositioned brand reached both local renters and those relocating to the market, while consistent storytelling reinforced the community’s transformation across every touchpoint.

The result: occupancy increased from just over 40% to ~95% in under one year, marking a successful turnaround driven by strategic brand repositioning, coordinated execution, and a shared commitment to elevating the resident experience.