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On September 25 The Marq, formerly 2040 Lofts, was introduced to the Milwaukee market and broke leasing records, achieving a 21.8% prelease rate from one marketing event alone.

To introduce the newly revamped property to the market, The Marq hosted a red carpet VIP extravaganza complete with live music, delicious catered food, and mock ups of more exciting changes to come. With the help of Catalyst, The Marq hosted nearly 250 people, 51 of whom signed leases with another 87 pending while the prospects secure guarantor paperwork. Catalyst was able to tease the unveiling of the property with a strategic campaign, which included email invitations and reminders, direct mail invitations, and an exclusive RSVP landing page that hinted at the new designs to come.

In addition to renaming the property and rebranding all of its collateral, the property has upgraded amenities and added new items such as a fresh food market and Fitness on Demand virtual fitness classes. By surveying students and finding out what they were looking for in student housing options, the property was able to design new items specifically for the students in its market.