The verdict in three sentences
A property management company in Washington DC focused on new-build lease-up and handover services for developers sells speed above all: a Navy Yard or NoMa building has to lease up fast, and the site must showcase each project the day tours open. A local agency is the clear pick if you need monthly video tours of model units and want to present your site to developers in person. A remote studio is enough if you supply developer visuals and want a solid site, delivered quickly and easy to extend project by project.
What does a new-build lease-up website need?
The Washington rental market is driven by large projects in Navy Yard, the Wharf, Union Market and NoMa, with renters ranging from federal employees, consultants and diplomats to graduate students and families. Your direct client is the developer, your end customer the renter: the site has to speak to both.
| Site need | For whom | How to handle it |
|---|---|---|
| Page per project (floor plans, unit mix, delivery date) | Renters | Reusable template, one page per building |
| Lease-up and handover track record | Developers | Case studies without unverified figures |
| Listings and syndication to portals | Renters | Link or feed, integration on quote |
| Tenant and owner portals (AppFolio, Buildium, Yardi) | Both | Link or integration on quote |
| Tour and pre-leasing form | Renters | Minimal fields, defined retention |
| Handover process (punch list, move-in inspection, key handover) | Developers | Dedicated page with a typical calendar |
| Spanish version | Renters | Premium tier (the multilingual tier, languages set in the quote) |
On rules, the federal Fair Housing Act bans discriminatory wording in rental ads, including on your website, and District law protects additional characteristics: have your listing templates reviewed. Depending on the work you do, property management may require a licence from the DC Real Estate Commission: check your situation. Set WCAG 2.1 or 2.2 AA as the target, since ADA Title III website suits remain frequent. State privacy laws have thresholds many small firms do not meet; stay careful and publish a clear privacy notice. This is not legal advice.
Local agency or remote studio: who wins in which scenario?
| Scenario | DC local agency | Remote studio | Why |
|---|---|---|---|
| New project every quarter, visuals supplied by the developer | Possible | Preferred | Reusable template, low cost per page |
| Monthly video tours of model units | Preferred | Possible with a local videographer (third-party cost) | Regular physical presence |
| Presenting the site to developers in meetings | Preferred | Possible over video call | Local business relationship |
| Build budget under USD 10,000 | Rare | Preferred | Fixed grid from USD 2,900 to 8,900 |
| Deep Yardi or AppFolio integration | Depends on the agency | On quote | Depends on API access |
| Launch within 4 weeks | Rare | Preferred | Kolonell timeline of 3 to 4 weeks |
Three-year cost, 2026 ballpark based on typical agency and freelancer quotes in the region:
| Option | Year 1 | Year 2 | Year 3 | 3-year total |
|---|---|---|---|---|
| Local agency (USD 28,000 build, USD 300 a month, market assumption) | USD 30,700 | USD 3,600 | USD 3,600 | USD 37,900 |
| Local freelancer (USD 10,000 build, USD 150 a month, market assumption) | USD 11,350 | USD 1,800 | USD 1,800 | USD 14,950 |
| Kolonell Growth | USD 4,900, 3 months of support included | On quote | On quote | USD 4,900 plus maintenance on quote |
| Kolonell Premium | USD 8,900, 3 months of support included | On quote | On quote | USD 8,900 plus maintenance on quote |
In year 1, market maintenance runs for 9 months after a 3-month warranty (28,000 + 9 × 300 = 30,700). The Kolonell grid: Starter USD 2,900, Growth USD 4,900, Premium USD 8,900, with a project manager in your time zone and native copywriting. Details on the international offer.
Which questions should you ask before signing?
- Can I add a new project myself, and how long does it take?
- Will the domain, hosting and code be in my name?
- How does the site show availability: manual entry, a link or a feed from the management software?
- Who reviews listings against non-discrimination rules?
- What accessibility testing covers floor plans and photo galleries?
- What does maintenance cost after the support period, and who handles it?
Mini case study
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Illustrative example. Renée Okafor runs a 12-person firm in NoMa that leases up and hands over new buildings for 3 developers. A local agency quotes USD 31,000 and 10 weeks. She picks Kolonell Premium at USD 8,900 (the multilingual tier, languages set in the quote), delivered in 4 weeks, and hires a local videographer for model unit videos (third-party cost, USD 1,200 per shoot).
The math she cares about is timing: a 180-unit project opens for leasing in 7 weeks. With the agency, the site lands 3 weeks after opening; with Kolonell, 3 weeks before. If being online from day one helps sign 2 extra leases in the first month at USD 2,600 rent, that is USD 5,200 in extra monthly rent for the developer, a concrete argument in the client relationship. Build cost: 8,900 + 1,200 = USD 10,100, against USD 31,000.
FAQ
Do I need a separate site for each new building?
Not necessarily: one page per project on your site, with floor plans and a gallery, is enough in most cases. A dedicated microsite makes sense above 150 to 200 units if the developer asks for it; scope is set in the quote.
Are the listings on my site subject to the Fair Housing Act?
Yes, non-discrimination rules apply to ads in any medium. Reviewing your 5 to 10 listing templates before launch is a simple precaution.
Can the site connect to Yardi or AppFolio?
A link to the tenant portal is simple; an availability feed depends on the access the vendor provides. This integration is priced on quote.
How long to launch the site?
Kolonell delivers in 3 to 4 weeks once content is gathered. Local agencies often quote 8 to 12 weeks.
Can a remote studio handle photos?
It works from developer visuals or a local photographer, billed separately as a third-party cost, often USD 600 to 1,500 per session in Washington.
Let's scope your project. Describe your current projects, developer clients and languages: we price it on the USD 2,900 to 8,900 grid with launch in 3 to 4 weeks. See the international offer or request a free quote: detailed reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.