Urbanova — Marketing, Leasing & Tenant Acquisition
The marketing, leasing and tenant-acquisition strategy and the lease-up curve assumptions underpinning Urbanova.
Section 23 · Business Plan
Marketing, Leasing & Tenant Acquisition
The marketing, leasing and tenant-acquisition strategy and the lease-up curve assumptions underpinning Urbanova.
Lease-up risk is the operational hinge of the plan: FY2027’s 82%
occupancy assumption requires filling 1,200 units within roughly nine
months of first completion, and the FY2031 programme requires ±8,900 new
leases signed in a single year including churn replacement. The leasing
engine is therefore specified and costed as core infrastructure, not
marketing overhead.
- Employer and institution channel: bulk-lease and
payroll-deduction partnerships with government departments, hospitals,
universities (NSFAS accreditation for Student Living) and large CBD
employers; target 35–45% of lettings. - Digital acquisition: listing-portal presence,
virtual tours and same-day digital vetting through the tenant app;
application-to-lease conversion target ≥35% and cost-per-lease below
R1,800. - Precinct show-villages and community activation:
on-site leasing offices from 60% construction completion, pre-leasing
25–35% of stock before practical completion. - Retention economics: every point of churn
avoided is worth ±R14m of FY2031 revenue; target renewal rate ≥70% via
service levels, capped escalations and community programming.
12D.1 Lease-Up Curve Assumptions
| Cohort | Months to 90% occupancy | Basis |
|---|---|---|
| Phase 1 inner-city (JHB/PTA) | 7–9 months | Deep waiting-list demand at sub-R6,000 price points |
| Phase 2 metros (CPT/DBN) | 8–11 months | New-market entry premium; employer channel ramp |
| Student Living | Academic-year cycle | Pre-leased against institutional intakes |
| Phase 3 secondary cities | 10–14 months | Shallower demand pools; smaller schemes (250–400 units) |
Confidential — this business plan is provided to prospective investors and lenders for evaluation purposes only and may not be reproduced or distributed without the written consent of Urbanova Living Developments (Pty) Ltd.