About Fuji Lane
Built by Operators.
Proven at Scale.
We've been operators inside portfolios and LPs on the capital side. We understand what moves numbers—and what closes investors.
The Story
Why We Started Fuji Lane
Most marketing agencies have never operated inside a portfolio. They pitch commercial real estate without understanding how the business actually runs—the capital cycles, the competitive dynamics, the pressure to hit NOI targets while managing acquisition costs.
We have. Before starting Fuji Lane, we spent years inside Top 50 and Top 100 portfolios as operators. We've also been LPs in multifamily, mobile home parks, and industrial deals—we understand both sides of the table.
We know what it feels like to inherit an underperforming asset and need to turn it around. We know the difference between vanity metrics and metrics that actually matter. We know how to build materials that close investors because we've been in the room when they get presented—and on the receiving end as capital allocators.
Fuji Lane exists to bring that operator-investor experience to PE-backed portfolios that need execution—not another agency pitch.
Antoni Watts
Founder
Former operator inside Top 50/100 portfolios. LP investor across multifamily, MHP, industrial, and self-storage. Scaled Google Ads from $5K to $90K/mo while reducing CAC 70%. Supported $100M+ capital raises. Understands both sides of the GP/LP relationship.
$800M+
Assets Marketed
$100M+
Raises Supported
Our Journey
From Operator to Partner
2011-Present
Investor & Owner
LP investments, direct ownership, and junior GP positions across multifamily, mobile home parks, small bay industrial, commercial, and self-storage. We understand investors because we are investors—and we understand assets because we own them.
2021-Present
Inside the Business
Running marketing and creating investor materials for Top 50 and Top 100 portfolios. Scaled Google Ads from $5K to $90K/month. Turned around underperforming assets. Supported $100M+ capital raises. Not as an agency—as a consultant embedded in the business. Fuji Lane was formalized in 2026, but the work has been ongoing since 2021.
How We Work
Our Operating Principles
These aren't marketing slogans. They're how we actually operate.
Performance Over Optics
We optimize for economic outcomes, not dashboards. If it doesn't move occupancy, revenue, or capital confidence, it doesn't matter.
Radical Accountability
We measure what matters: cost per move-in, net rentals, portfolio efficiency, return on spend. No excuses. No hiding behind reports.
Defense Before Offense
Growth only works on a solid foundation. We fix tracking, structure, and conversion economics—then we scale.
Senior-Level Attention
Clients work with experienced operators—not junior account managers. When you call, we answer.
No long-term contracts.
Month-to-month. If we're not performing, you're not locked in.
Our Focus
Commercial Real Estate.
Built Different.
We Serve PE-Backed Portfolios
Whether you're raising your next fund, repositioning an asset, or scaling a portfolio—we've been in your seat. As LPs across multifamily, mobile home parks, industrial, and self-storage, we understand what investors look for.
Our services translate across CRE verticals: pitch decks, investor reports, case studies, websites, and marketing that drives leasing velocity. The fundamentals of capital attraction and property marketing are universal.
Multifamily
LP Experience
Mobile Home Parks
LP Experience
Industrial
LP Experience
Self-Storage
Deep Specialty
Featured Expertise
Self-Storage Specialists
Self-storage is our deepest vertical. Unlike other CRE asset classes, the customer lifecycle is measured in weeks, not years. Marketing needs to perform continuously—not just during lease-up.
The REITs acquire customers for under $50. Typical operators pay $450+. We've closed that gap for portfolios managing 20 to 500+ facilities.
45K+
Units Optimized
<$150
Avg Cost/Move-In