SW

Brioso Living

Led the 12-month digital marketing campaign for a luxury Tucson apartment community — building a leasing engine across paid social, geofencing, web, and listing sites that drove 100% occupancy at the top of the market.

Client:

Brioso Living (Bourn Companies)

Category:

Marketing Strategy, Brand, Campaign Design, Creative Direction

My Role:

Marketing Lead

The Problem

Premium pricing in a softer market.

Brioso Living sits at the top of the Tucson rental market at $2,350/mo — in a market where occupancy averages around 90%. When I came on in October 2023, the property needed a leasing campaign that could justify the price, fill 170 apartments, and build a brand presence strong enough to compete on something other than rent.

High product, top-of-market pricing, and a leasing funnel that needed to perform from impression to signed lease.

Approach

A full-funnel marketing system across every channel a renter actually uses.

I built and ran the campaign across five channels — Meta, TikTok, geofencing, the property website, and listing sites — with each one tuned to a different stage of the funnel. Meta and TikTok drove awareness and engagement (CTRs of 1.81% and 0.62%). Geofencing captured intent near competitor properties. The website and listing sites converted that demand into leads.

The work spanned four layers:

Digital Campaign. Meta and TikTok creative, geofencing strategy, listing-site optimization, and full website lead-gen — driving 2,232 leads, 464 tours, and 170 signed leases.

Creative Direction. Directed the hero brand video produced in partnership with Sneaky Owl — script, storyline, casting, wardrobe, and on-set creative direction. The spot established the Brioso lifestyle: modern, social, distinctly Tucson — and gave the campaign a centerpiece every other channel could orbit around.

Leasing Office Assets. Brochures, sales packaging, referral and partnership flyers, neighborhood maps, move-in checklists, and co-branded offer materials with Target, Williams-Sonoma, Geico, and Hexagon — the collateral that closed.

Event & Brand Activations. Grand Opening invitations, signage, wayfinding, drink menus, partner-benefits boards, and on-site experiential moments that turned tours into community.

Impact

100% occupancy at the top of the Tucson market.