Pre-Opening Marketing Strategy
Marketing timeline and tactics from lease signing through grand opening.
Executive Summary
This marketing strategy outlines a lean, owner-operated approach to pre-lease marketing for Luxa Salon Suites. The plan targets 35% occupancy (6-7 suites) at opening, ramping to 65% by month 3 and 85% by month 12. Total pre-opening marketing budget: $3,500-$4,500, with ongoing monthly marketing of $200-$400.
Core Strategy: Direct outreach to warm leads (competitor waitlists) combined with grassroots local marketing and strategic social media presence.
1. Marketing Timeline
Phase 0: Brand Launch Prep (Lease Signing - 6 months before opening)
Duration: 2-4 weeks after lease signing Objective: Establish brand presence and capture early interest
| Activity | Timeline | Owner Action | Cost |
|---|---|---|---|
| Register business name | Week 1 | File LLC/trade name | $100 |
| Secure social media handles | Week 1 | @LuxaSalonSuites on IG, FB, TikTok | $0 |
| Reserve domain name | Week 1 | trivalsalonsuites.com | $20/year |
| Create Google Business Profile | Week 2 | Set as "Opening Soon" | $0 |
| Commission logo design | Week 2-3 | Local designer or Fiverr | $200-$500 |
| Set up email (business domain) | Week 3 | info@trivalsalonsuites.com | $6/month |
| Create "Coming Soon" landing page | Week 3-4 | Carrd.co or simple WordPress | $0-$50 |
| Begin competitor waitlist research | Week 2-4 | Network contacts, social listening | $0 |
Phase 0 Budget: $350-$700 Key Deliverables:
- Social media profiles live
- Landing page capturing emails
- Logo and basic brand assets
Phase 1: Soft Launch (Months 4-5 before opening)
Duration: 8 weeks Objective: Build waitlist, begin Tier 1 outreach, establish social presence
| Activity | Timeline | Details | Cost |
|---|---|---|---|
| Tier 1 direct outreach | Weeks 1-4 | Contact known Sola/JC waitlist candidates | $0 |
| Social media content launch | Week 1+ | 3-4 posts/week on Instagram | $0 |
| Join local Facebook groups | Week 1 | South Riding Community, Loudoun Beauty Pros | $0 |
| Create email nurture sequence | Week 2 | 3-email welcome series | $0 |
| Order business cards | Week 2 | 500 cards with QR code to landing page | $50 |
| Flyer design and print | Week 3 | 200 flyers for beauty supply distribution | $100 |
| Beauty supply store outreach | Week 4-8 | Sally Beauty, local distributors | $0 |
| Construction progress posts | Ongoing | Behind-the-scenes content | $0 |
| Waitlist incentive launch | Week 1 | "Priority Notification" signup | $0 |
Phase 1 Budget: $150 Key Metrics:
- Waitlist signups: Target 30-50
- Social media followers: Target 200-500
- Direct Tier 1 conversations: Target 15-25
Phase 2: Active Pre-Leasing (Months 2-3 before opening)
Duration: 8 weeks Objective: Convert waitlist to signed leases, expand reach to Tier 2-3
| Activity | Timeline | Details | Cost |
|---|---|---|---|
| Pre-lease incentive launch | Week 1 | Early bird pricing announcement | $0 |
| Virtual tour creation | Week 1-2 | Video walkthrough of construction progress | $0-$100 |
| Tier 2 outreach (price-sensitive) | Week 1-4 | Target Blue Salon Suites prospects | $0 |
| Tier 3 outreach (booth renters) | Week 3-8 | Social media + flyer distribution | $0 |
| Instagram ads (targeted) | Week 2-6 | $200 budget, local beauty professionals | $200 |
| Suite info sheets created | Week 2 | One-pagers for each suite tier | $50 |
| Rate card printing | Week 2 | Professional pricing handout | $30 |
| Physical tours begin | Week 4+ | As construction allows | $0 |
| Referral program soft launch | Week 4 | $200 credit for tenant referrals | $0* |
| Cosmetology school outreach | Week 4-8 | Partner with local programs | $0 |
| Testimonial collection | Week 6+ | Early commitments provide quotes | $0 |
Phase 2 Budget: $380 Key Metrics:
- Signed leases: Target 4-6 (35% occupancy goal)
- Tour completions: Target 20-30
- Waitlist conversions: Target 40-60% of Tier 1
*Referral credits paid from operations, not marketing budget
Phase 3: Urgency & Grand Opening Prep (Month 1 before opening)
Duration: 4 weeks Objective: Fill remaining suites, build grand opening momentum
| Activity | Timeline | Details | Cost |
|---|---|---|---|
| "Last Suites Available" campaign | Week 1-2 | Urgency messaging on social | $0 |
| Final pre-lease incentive push | Week 1-2 | Deadline for early bird pricing | $0 |
| Grand opening planning | Week 2-3 | Event logistics, invitations | $100 |
| Press release creation | Week 2 | Local media outreach | $0 |
| Local media outreach | Week 3-4 | South Riding community news, blogs | $0 |
| Grand opening invitations | Week 3-4 | Email + social announcement | $0 |
| Signage installation | Week 3-4 | Exterior and interior signage | $500-$800 |
| Final tour push | Week 3-4 | Open house events | $0 |
| Google Business Profile update | Week 4 | Change to "Open" with hours | $0 |
| Ribbon cutting coordination | Week 4 | Chamber of Commerce if applicable | $0-$50 |
Phase 3 Budget: $650-$950 Key Metrics:
- Additional signed leases: Target 2-3
- Grand opening RSVPs: Target 50+
- Media coverage: Target 1-2 local outlets
Phase 4: Grand Opening & Launch (Opening month)
Duration: 4 weeks Objective: Celebrate launch, generate buzz, fill remaining suites
| Activity | Timeline | Details | Cost |
|---|---|---|---|
| Grand opening event | Week 1 | Ribbon cutting, tours, refreshments | $300-$500 |
| Social media blitz | Week 1-2 | Daily posts, stories, live content | $0 |
| Tenant spotlight posts | Week 2+ | Feature first tenants (with permission) | $0 |
| Local networking events | Week 2-4 | Beauty professional meetups | $50-$100 |
| Client referral encouragement | Week 2+ | Tenants share with their clients | $0 |
| Ongoing Tier 3-4 outreach | Week 1-4 | Booth renters, new licensees | $0 |
| Yelp business page optimization | Week 1 | Complete profile, request reviews | $0 |
| Google review request | Week 2+ | From tenants and visitors | $0 |
Phase 4 Budget: $400-$650 Key Metrics:
- Grand opening attendance: Target 40-60
- Post-opening inquiries: Target 15-20
- Social media engagement spike: Target 3x normal
2. Channel Strategy by Tier Priority
Channel 1: Direct Outreach (HIGHEST PRIORITY)
Target: Tier 1 (Competitor waitlists) and Tier 2 (Price-sensitive)
| Tactic | Target Audience | Expected Conversion | Priority |
|---|---|---|---|
| Personal calls/texts | Sola/JC waitlist candidates | 30-50% | CRITICAL |
| LinkedIn outreach | Established professionals | 10-20% | HIGH |
| Instagram DMs | Active beauty pros in area | 5-15% | HIGH |
| Network referrals | Owner's professional contacts | 40-60% | CRITICAL |
Approach:
- Research Sola Chantilly and Phenix Ashburn social media for professionals mentioning waitlists
- Ask beauty supply store contacts for referrals
- Message professionals who comment on competitor pages about availability
- Personal, non-salesy outreach: "I'm opening a new salon suite facility in South Riding..."
Cost: $0 (time investment) Expected Yield: 4-8 leases from Tier 1, 2-4 from Tier 2
Channel 2: Social Media (HIGH PRIORITY)
Primary Platform: Instagram Secondary: Facebook, TikTok
| Platform | Content Type | Frequency | Focus |
|---|---|---|---|
| Feed posts, Stories, Reels | 4-5x/week | Suite tours, construction, lifestyle | |
| Posts, Group engagement | 2-3x/week | Local community, professional groups | |
| TikTok | Short videos | 1-2x/week | Behind-the-scenes, transformation |
Content Pillars:
- Build Progress (30%): Construction updates, before/after, milestones
- Suite Features (25%): Lighting, finishes, amenities, suite tours
- Professional Tips (20%): Business advice for independents, industry insights
- Lifestyle/Aspiration (15%): Independence, entrepreneurship, success stories
- Community (10%): South Riding area, local events, tenant features
Paid Social Budget: $200 (Phase 2 Instagram ads) Expected Yield: 200-500 followers, 10-15 inquiries, 3-5 leases
Channel 3: Local Marketing (MEDIUM PRIORITY)
Target: Tier 3 (Booth renters) and local visibility
| Tactic | Location/Audience | Materials | Cost |
|---|---|---|---|
| Beauty supply stores | Sally Beauty South Riding, local suppliers | Flyers, business cards | $50 |
| Cosmetology schools | Blades School, Empire Beauty | Flyers, partnership outreach | $0 |
| Local salons (non-competing) | South Riding area salons | Business cards with staff | $0 |
| Community bulletin boards | Libraries, rec centers, coffee shops | Flyers | $0 |
| Chamber of Commerce | Loudoun CoC | Membership consideration | $0-$300 |
Approach:
- Build relationships with beauty supply store staff (they know who's looking)
- Offer cosmetology school career day presentations
- Partner with non-competing salons (they may know booth renters ready to move)
Cost: $50-$350 Expected Yield: 2-4 inquiries per month, 2-6 leases over 6 months
Channel 4: Digital Presence (MEDIUM PRIORITY)
Focus: Search visibility, local SEO, review management
| Platform | Priority | Action |
|---|---|---|
| Google Business Profile | HIGH | Complete profile, photos, posts, reviews |
| Yelp Business Page | MEDIUM | Claim listing, complete profile |
| Website/Landing Page | HIGH | Convert visitors to inquiries |
| Local SEO | MEDIUM | "Salon suites South Riding VA" optimization |
Website/Landing Page Elements:
- Clear value proposition
- Suite options and pricing
- Photo gallery (renderings, then actual)
- Inquiry form
- Testimonials (once available)
- FAQ section
- Location and contact info
Cost: $0-$100 (basic website hosting) Expected Yield: 5-10 organic inquiries per month at maturity
Channel 5: Referral Program (HIGH PRIORITY - Post Opening)
Structure:
| Referral Source | Incentive | Terms |
|---|---|---|
| Current Tenant | $200 credit on rent | Applied after referee signs 6-month lease |
| Professional Network | $100 gift card | For non-tenants who refer signed tenant |
| Client Referral | None (tenant benefit) | Tenants encouraged to tell clients |
Program Rules:
- One referral credit per new tenant
- Credit applied after new tenant's first month rent paid
- Not combinable with other promotions
- Tracked via simple referral form
Cost: $200-$600/referral (from operations, not marketing) Expected Yield: 2-4 referral leases in year 1
3. Pre-Lease Incentives
Incentive Tier 1: Founding Members (First 6 Tenants)
Availability: First 6 signed leases before opening Value: Maximum incentive package
| Incentive | Details | Value |
|---|---|---|
| Early Bird Rate Lock | 6 months at 5% below standard rate | $71-$97 savings over 6 months |
| Reduced Security Deposit | One week (vs. standard two weeks) | $285-$385 deferred |
| Priority Suite Selection | First choice of available suites | Intangible |
| Free First Week | First week rent waived | $285-$385 value |
Total Value: $641-$867 per founding member Cost to Luxa: ~$3,800-$5,200 in deferred/reduced revenue (6 tenants)
Incentive Tier 2: Pre-Opening Signups (Tenants 7-12)
Availability: Signed leases before grand opening (after first 6) Value: Moderate incentive package
| Incentive | Details | Value |
|---|---|---|
| Rate Lock | 6 months at current rates (no increase) | Protection value |
| Move-In Credit | $100 credit toward first month | $100 value |
| Priority Suite Selection | Choice of remaining suites | Intangible |
Total Value: ~$100 plus rate protection Cost to Luxa: ~$600 in credits (6 tenants)
Incentive Tier 3: Opening Month Specials
Availability: Signed leases during first month of operation Value: Standard incentive
| Incentive | Details | Value |
|---|---|---|
| Welcome Credit | $50 credit toward first month | $50 value |
| Standard Terms | Regular rates and deposits | Market standard |
Total Value: $50 Cost to Luxa: ~$150-$300 (3-6 tenants)
Incentive Comparison Summary
| Tier | Availability | First Week Free | Deposit Reduction | Rate Discount | Total Value |
|---|---|---|---|---|---|
| Founding (1-6) | Pre-opening | Yes | 50% off | 5% for 6 mo | $641-$867 |
| Pre-Opening (7-12) | Before opening | No | No | Rate lock | ~$100 |
| Opening Month | Month 1 | No | No | No | $50 |
Urgency Messaging:
- "Founding Member spots are limited - only 6 available"
- "Lock in pre-opening rates before grand opening"
- "Early bird incentives end [date]"
4. Budget Framework
Pre-Opening Marketing Budget Summary
| Phase | Timeline | Budget Range | Primary Expenses |
|---|---|---|---|
| Phase 0: Brand Launch | Lease signing | $350-$700 | Logo, domain, registration |
| Phase 1: Soft Launch | Months 4-5 | $150 | Business cards, flyers |
| Phase 2: Active Pre-Lease | Months 2-3 | $380 | Instagram ads, materials |
| Phase 3: Grand Opening Prep | Month 1 | $650-$950 | Signage, event prep |
| Phase 4: Grand Opening | Opening month | $400-$650 | Event, networking |
| TOTAL PRE-OPENING | 6 months | $1,930-$2,830 | |
| Contingency (25%) | $480-$710 | Unexpected opportunities | |
| TOTAL WITH CONTINGENCY | $2,410-$3,540 |
Note: Budget is conservative. Full $3,500-$4,500 allows for additional paid ads or enhanced grand opening if needed.
Channel Budget Allocation
| Channel | Budget | % of Total | ROI Expectation |
|---|---|---|---|
| Direct Outreach | $0 | 0% | HIGHEST (time investment) |
| Social Media (organic) | $0 | 0% | HIGH |
| Social Media (paid) | $200 | 6% | MEDIUM |
| Brand Assets | $200-$500 | 15% | FOUNDATIONAL |
| Print Materials | $230 | 7% | MEDIUM |
| Signage | $500-$800 | 23% | HIGH (permanent) |
| Events | $350-$600 | 17% | MEDIUM |
| Digital (hosting) | $70-$150 | 4% | MEDIUM |
| Contingency | $480-$710 | 20% | N/A |
Monthly Ongoing Marketing Budget (Post-Opening)
| Category | Monthly Budget | Activities |
|---|---|---|
| Social media boosting | $50-$100 | Targeted posts, vacancy ads |
| Content creation | $0-$50 | Stock photos, tools |
| Community events | $50-$100 | Quarterly networking |
| Print materials | $0-$50 | Replenishment |
| Referral credits | $0-$200 | As earned (from operations) |
| TOTAL MONTHLY | $100-$400 | Average $250/month |
Annual Ongoing Marketing: $1,200-$4,800 ($3,000 planned)
5. Success Metrics and Targets
Occupancy Targets
| Milestone | Timeline | Target Occupancy | Suites Leased |
|---|---|---|---|
| Opening Day | Month 0 | 35% | 6-7 of 18 |
| Month 3 | Post-opening | 65% | 11-12 of 18 |
| Month 6 | Post-opening | 75% | 13-14 of 18 |
| Month 12 | Post-opening | 85%+ | 15-16 of 18 |
Marketing Funnel Metrics
| Stage | Metric | Target (Pre-Opening) | Target (Monthly Ongoing) |
|---|---|---|---|
| Awareness | Social followers | 500+ | +50/month |
| Interest | Waitlist/inquiries | 50-75 | 10-15 |
| Engagement | Tours scheduled | 30-40 | 5-8 |
| Conversion | Tours completed | 25-35 | 4-6 |
| Decision | Leases signed | 6-7 | 2-3 |
Funnel Conversion Rates:
- Inquiry to Tour: 50-60%
- Tour to Lease: 25-35%
- Overall Inquiry to Lease: 12-20%
Channel Performance Targets
| Channel | Inquiries (Pre-Opening) | Expected Leases | Cost per Lease |
|---|---|---|---|
| Direct Outreach (Tier 1) | 15-25 | 4-8 | $0 (time only) |
| Social Media | 15-20 | 3-5 | $40-$70 |
| Local Marketing | 10-15 | 2-4 | $50-$100 |
| Referrals | 5-10 | 1-2 | $200 (credit) |
| Digital/Organic | 5-10 | 1-2 | $50-$100 |
Pre-Lease Milestone Tracking
| Milestone | Target Date | Metric | Goal |
|---|---|---|---|
| Waitlist launch | Month -5 | Signups | 25+ |
| First pre-lease | Month -4 | Signed leases | 1 |
| Founding members filled | Month -2 | Signed leases | 6 |
| Opening occupancy secured | Month -1 | Signed leases | 6-7 (35%) |
| Grand opening complete | Opening | Attendance | 40-60 |
6. Competitive Response Preparation
If Sola Lowers Prices
Response:
- Emphasize owner-operated service differentiator (not replicable)
- Highlight superior build quality and finishes
- Stand firm on value messaging, don't race to bottom
If New Competitor Announces
Response:
- Accelerate pre-lease incentives
- Lock in tenants with longer terms if desired
- Emphasize first-mover advantage in South Riding market
If Pre-Lease Numbers Lag
Response:
- Increase paid social budget ($200-$400 additional)
- Extend Tier 1 incentives to Tier 2 timeline
- Intensify direct outreach to Tier 3 (booth renters)
- Consider reduced rates for specific suite types
7. Implementation Checklist
Week 1-2 After Lease Signing
- Register LLC/business name
- Reserve domain (trivalsalonsuites.com)
- Create Instagram, Facebook, TikTok accounts
- Set up Google Business Profile (Coming Soon)
- Commission logo design
- Begin competitor waitlist research
Month 1 (Phase 0 Complete)
- Logo finalized and delivered
- Landing page live with email capture
- Email system set up (Mailchimp or similar)
- Business email active
- First social media posts published
- 10+ waitlist signups
Month 2-3 (Phase 1)
- Tier 1 direct outreach begun (15+ contacts)
- Social media posting cadence established (4x/week)
- Business cards printed and distributed
- Flyers placed at beauty supply stores
- 30+ waitlist signups
- First pre-lease conversation
Month 4-5 (Phase 2)
- Pre-lease incentives announced
- Virtual tour content created
- Instagram ads running ($200 budget)
- Physical tours available (as construction allows)
- Suite info sheets and rate cards printed
- 4-6 signed leases (Founding Members filled)
Month 6 (Phase 3)
- Grand opening date announced
- Signage ordered/installed
- Press release distributed
- Ribbon cutting scheduled
- 6-7 signed leases (35% occupancy)
Opening (Phase 4)
- Grand opening event executed
- All digital profiles updated to "Open"
- First tenant spotlights posted
- Review requests sent
- Ongoing marketing cadence established
Pre-Opening Marketing Strategy Complete Phase 13: Marketing & Pre-Leasing - Task 1 Complete
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