Slated to be completed this fall and having welcomed its first residents in November, Hillsborough Village Center is 100% pre-leased, Larken Associates announced on Dec. 7.
Situated on the bustling Route 206 retail corridor in Hillsborough, Somerset County, the mixed-use project will feature 191 one- and two-bedroom units across nine multifamily buildings and a clubhouse, in addition to three mixed-use buildings including apartments with elevator access and 28,000 square feet of ground-level retail.
Leading the retail roster are JAG-ONE Physical Therapy, Tropical Smoothie Cafe, Star Glow Salon and Village Barber Shop, Larken announced in April.
Turning to tech
Pre-leasing for the property began in April 2021. Earlier that year, in January – well ahead of the scheduled end of construction – Hillsborough Village Center started accepting reservations, creating a list of qualified leads for an efficient lease-up process.
In light of the COVID-19 pandemic and construction, which began in May 2020, the company’s residential division, Larken Living, used a non-traditional leasing and marketing strategy at the property: fully virtual.
The campaign allowed people interested in the property to learn about, view and even lease an apartment without ever visiting the property through detailed animated videos and renderings.
On the marketing side, Larken Living engaged traditional and social media channels to drive engagement with Hillsborough Village Center.
“While the Hillsborough project had additional hurdles to clear, I am deeply proud of the problem-solving abilities and collaborative approach our team leveraged to bring this community to 100 percent leased, and we look forward to continuing to welcome residents this fall,” Heckman added.