CASE STUDY
The Procopio Companies
Lume – Wilmington, MA
The Challenge
In early 2023, The Procopio Companies, alongside property management group Charlesgate Realty, launched the newly constructed, multifamily development, Lume. From the outset, the leasing team at Charlesgate experienced steady traction in the market, averaging about 25 showings per week, with three to five leases signed weekly. The success of Charlesgate’s strong marketing efforts, including digital ad placements and geotargeting, had led to numerous inquiries and leads. With a centralized leasing model, Charlesgate needed support in streamlining and optimizing their leasing efforts to keep up with the property’s high demand.
The Solution
Procopio integrated Infinityy into the marketing process and featured it on Lume’s website. As a result, Charlesgate was required to attend fewer in-person tours. Meanwhile, they saw an increase in signed leases, yet decreased the amount of time their leasing team spent on site. Infinityy allowed future residents to thoroughly view the property in advance so they were further along in their decisionmaking process. This shifted the touring model to be a final step before signing a lease, rather than an initial one, and allowed Charlesgate’s skilled leasing team to better connect with qualified leads and close deals faster — ultimately accelerating stabilization.
The Results
1
Fewer in-person tours weekly
1
Increase in weekly leasing with Infinityy
0.1
Months to stabilization after Infinityy
Deidre Raimo
Asset Management
“Infinityy’s value was evident at Lume, given the property’s rapid lease up. The technology aligned perfectly with Charlesgate’s centralized leasing business model, as it allowed Charlesgate to thoroughly show the property from off site. Perhaps the greatest benefit of Infinityy was the level of qualified leads we had touring after we implemented the platform, as it educated renters on Lume in advance of an in-person visit. With Infinityy, potential residents who did tour in person were coming in the door as a final confirmation before signing a lease and asking serious questions about rental terms. This streamlined Charlesgate’s ability to close leases, driving a rapid stabilization of the building.”