town marketing & leasing - overview book
DESCRIPTION
ÂTRANSCRIPT
WHO WE ARE
TOWN Residential is New York’s leading luxury real estate services firm. Founded in 2010, TOWN Residential is an integral part
of the New York real estate landscape specializing in luxury residential sales, leasing, and the marketing of new developments.
TOWN Residential’s approach is comprehensive and remarkably successful. Our philosophy emphasizes delivery of best-in-class
service with equal consideration and resources to sales, leasing and new development marketing. TOWN recognizes the
common thread in every transaction: providing exceptional customer service, ensuring complete transparency of information,
possessing unmatched neighborhood expertise and delivering reliable representation from talented professionals. Innovative,
collaborative and built on strong business ideals, TOWN is perfectly poised to deliver dramatic results in the changing real
estate market.
TOWN RESIDENTIAL
With a focus on ground-up, converted and repositioned multi-family assets, the TOWN Marketing & Leasing team provides extensive
market research; ahead-of-the-trend recommendations on unit layouts and amenity programming; innovative branding and
marketing; and results-proven leasing operations.
TOWN Marketing & Leasing’s approach is both comprehensive and collaborative. The industry-leading team of experienced
executives, project managers and onsite agents possess unrivaled knowledge; provides high-level pre-development
consultation, plus marketing and leasing strategies. TOWN Marketing & Leasing seamlessly executes multiple efforts
simultaneously, to increase awareness and maximize rents. Our mission is to partner with the development team from the inception
of the project through the successful lease-up.
TOWN MARKETING & LEASING
ANDREW HEIBERGER CEO & FOUNDER
As the Founder of TOWN Residential, Andrew has been the driving force behind the
company’s business strategy and long-term vision. Under Andrew’s thoughtful leadership,
the company has grown to numerous strategically located offices and approximately 650
professionals. Andrew has founded and served as CEO of several successful companies,
including Buttonwood Development, a Manhattan-based real estate development firm;
and Citi Habitats, one of the nation’s largest residential brokerages.
ITZY GARAYEXECUTIVE VICE PRESIDENT OF SALES & LEASING
Itzy has been an instrumental member of TOWN Residential leadership since the
company’s inception, influencing the culture with her incredible energy, enthusiasm, and
expertise. Itzy thrives on the challenge and reward of managing an unparalleled team
and mentoring the most talented Representatives in the business. Itzy understands the
demands of both agents and clients alike; and always addresses their respective needs in
the most caring, professional manner.
TOWN EXECUTIVE LEADERSHIP
TOWN MARKETING & LEASING EXECUTIVE TEAM
JAMIE REIMERVICE PRESIDENT OF DEVELOPMENT & DESIGN
Utilizing her background in architecture and experience in real estate development, Jamie has
an intimate understanding of a developer’s needs and the big picture elements that are
important to the success of any project. With a love for architecture and interior design,
Jamie provides hands-on, detail-oriented consulting beginning with the pre-development
phase and throughout the life of the project. Although advised by a wise professor to “never
fall in love with the bricks,” she came to believe that the most valuable real estate projects
are those that combine exceptional design with sound financial planning. Consequently,
her work with TOWN Marketing & Leasing involves helping real estate developers find
the right balance of aesthetic appeal, functionality and strong bottom-line numbers.
Throughout her real estate experience, Jamie has gained a true and deep understanding
of the development process and knows that the needs of her clients extend beyond the
marketing and leasing of a project.
ELANNA JOCHIMEKVICE PRESIDENT OF OPERATIONS
Bringing more than two decades of experience spanning all facets of real estate, Elanna
has led successful projects totalling over 6,000 apartments. Prior to joining TOWN, Elanna
oversaw the leasing operations for Equity Residential in downtown Brooklyn with a focus
on ground up new construction, unique marketing strategies, and asset maintenance while
surpassing leasing projections. Throughout her career, she has held several high profile
positions including Vice President of Residential Leasing and Sales at Macklowe Properties
where she oversaw a residential portfolio of over 1,500 luxury homes, determined unit mix
and pricing, and managed on-site leasing staff; Director of Residential Leasing at The Feil
Organization where she managed over 4,000 homes in Manhattan, Queens and Long Island;
as well as a high profile position with The Clarett Group where she was responsible for the
successful sellout of 200 West End Avenue, Chelsea House at 130 West 19th Street and
Forte at 230 Ashland Place in Fort Greene, Brooklyn.
EXPERT SUPPORT & RESOURCES
GIA WILLIAMSPROJECT DIRECTOR, TOWN MARKETING & LEASING
Pairing a broad range of New York City real estate experience with exceptional customer
service skills, Gia possesses the tenacity, flexibility and understanding needed to help
developer and landlord clients in marketing their properties. Gia has worked extensively with
many notable developers including Extell, Joy Construction, Jackson Development, BDLG
and First Dominion As a valued member of the team, Gia focuses on more than just making
deals; she creates markets, leads representative trainings for on-site and owner-representative
efforts, and seamlessly manages the process from pre-launch through final transaction.
PETER BRENNERPROJECT COORDINATOR, TOWN MARKETING & LEASING
A specialist in on-site leasing of luxury new developments, Peter Brenner has worked
extensively on many of New York’s most sought-after new buildings. Experienced throughout
prime neighborhoods in Brooklyn, Manhattan and Queens, Peter’s unparalleled track
record includes leasing 77 apartments in Long Island City in under a four-month timespan.
In his current role as a Project Coordinator with TOWN Marketing & Leasing, Peter continues
to assist on-site as needed, ensuring a seamless lease-up.
AMY DADITOWN LEAD LUXURY ATTACHÉ
TOWN Attaché, Amy, knows New York. Amy is the go-to for all things happening in a given
neighborhood. Just as the history of a neighborhood is important in defining a development,
understanding the evolving culinary and cultural scene and the evolving tastes and trends
of a population is critical. Luxury Attaché’s neighborhood guides are a coveted resource for
everyone visiting a new neighborhood.
EXPERT SUPPORT & RESOURCES
LORI LEVINDIRECTOR OF COMMUNICATIONS
Lori is a veteran of the real estate industry with a passion and enthusiasm for crafting a
great story. Lori is responsible for the development of ongoing communication initiatives
that reinforce TOWN Residential’s position as an industry leader through the placement
of trend-setting stories, coverage of innovative events, and deployment of customized
campaigns for the firm’s properties and Representatives. With her hallmark hands-on style,
Lori provides the firm’s Representatives and clients with a consistent and robust level of
service and support.
JARED COHENDIRECTOR OF MARKETING
Focusing on the intersection of real time and forward facing strategy, prior to joining TOWN
Jared held high profile account positions at TBWA\Chiat\Day helping build social and
digital campaigns for various clients including BNY Mellon and Michelin. He also worked at
Samsung Electronics as a Global Digital Strategist where he was charged with developing
and executing a global digital content and social media strategy that contributed to the
company’s rise to the 8th most powerful brand.
LINA VIVIANODIRECTOR OF PROFESSIONAL DEVELOPMENT
Lina brings a unique and diverse experience to her profession. Born on Manhattan’s Upper East
Side, she has called the West Village, Brooklyn Heights, DUMBO, and Tribeca home over the
years. Besides her innate passion as a native and lifelong New Yorker, Lina also has extensive
knowledge of the City, its history, and its ever-changing real estate market. Lina shares this
knowledge and seasoned insight about the City with TOWN Representatives who are not only
enlightened, but enriched by her knowledge.
WHAT WE DO
CRITICAL PATH
RESEARCH AND FEASIBILITYComparable Analysis • Market Reports • Acquisition/Financing Underwriting • Residential Pro Forma
PRODUCT DESIGN AND DEVELOPMENTUnit Mix • Floor Plans • Amenity Programming • Finish Selection • Interior Layout
BRANDING AND MARKETINGIdentity Creation • Logo Design • Digital Campaign • Website • Collateral
LEASING AND ACTIVE MARKETINGLeasing Strategy • Inventory Analysis • Onsite Team Training • Comprehensive Reporting
RESEARCH + FEASIBILITY
Whether looking at a new site for acquisition or seeking financing, the assumptions an owner uses for underwriting are of the
utmost importance. Through extensive and thorough research, and having our finger on the pulse of the residential market, TOWN
Marketing & Leasing conducts in-depth analysis of current and future market trends, competitive buildings and neighborhood
statistics. Continued comprehensive research is ongoing throughout each phase of the project, providing the basis for every decision.
• Acquisition/Financing Underwriting
• Market Reports
• Comparable Analysis
• Incentive Studies
• Neighborhood Studies
• Opinion Letters
• Adjustment Grids
• Print and Digital Advertising
• Brand Identity
• Logo Design
• Website
• Collateral
Every successful project is largely dependent on correctly executing the programming of a building at the product development
stage. TOWN Marketing & Leasing’s breadth of experience allows us to focus on the countless variables present at this stage and
to develop a full understanding of the specific challenges and assets of every property. Creative and collaborative thinking at
this juncture is the cornerstone of a successful project.
• Floor Plan Analysis
• Unit Mix Recommendation
• Interior Design and Architectural Consultation
• Amenity Programming
• Finish Selection
• Interior Layouts
PRODUCT DESIGN + DEVELOPMENT
All dimensions are approximate and subject to normal construction variances and tolerances. Equal Opportunity Housing.
201 East 71st Street | New York, New York 10021 | 646-795-4010 | AllenHouseNY.com
W/D
MASTER BEDROOM17'-1" x 18'-1"
BEDROOM 212'-12" x 15'-0"
LIVING/DINING17'-7" x 17'-4"
LOFT STUDIO11'-0" x 18'-0"
71st Street
3rd
Ave
nue
2B2 Bedrooms, 2.5 Baths
W/D
MASTER BEDROOM17'-1" x 18'-1"
BEDROOM 212'-12" x 15'-0"
LIVING/DINING17'-7" x 17'-4"
LOFT STUDIO11'-0" x 18'-0"
71st Street
3rd
Ave
nue
Even perfectly designed properties will fall short of their potential without a well-executed marketing plan. TOWN Marketing &
Leasing recognizes how to properly position a property, effectively manage third party involvement and deliverables, introduce
the property to the marketplace and achieve maximum visibility among the target audience. Based on years of success with
countless residential properties, TOWN conceives, designs and implements a custom branding and marketing campaign for
each property.
• Marketing Budget
• Manage Creative Development
• Press Strategy
• Printed and Digital Advertising
• Brand Identity
• Logo Design
• Website
• Collateral
BRANDING + MARKETING
100% LEASED
Town MArkETing & LEASing iS pLEASED To AnnouncE ThiS
ExcEpTionAL MiLESTonE AnD wouLD LikE To ThAnk ThE
brokErAgE coMMuniTy for hELping To MAkE icon A SuccESS.
Town Marketing & Leasing is pleased to announce this exceptional milestone and would like to thank the
brokerage community for helping to make THE GRAYSON a success.
10 0 % L E A S E D
212.679.2828thegraysonnyc.com
212.333.4848
LEASING + ACTIVE MARKETING
The final step in maximizing a property’s value is a carefully crafted and well-executed leasing strategy. TOWN Marketing & Leasing’s
unique approach maximizes each property’s exposure from pre-launch buzz to the opening of the Leasing Center, and throughout
the lease-up phase. Our hand-selected onsite leasing team receives in-depth training designed for each property, as well as a
certification course in the property’s respective neighborhood. Marketing and advertising decisions are guided by weekly reports
that closely monitor deal activity, traffic, marketing expenditures and demographics.
• Leasing Center
• Model Units Design and Staging
• Launch Management
• Event Planning
• Staffing and Training Program
• Active Marketing Campaign Oversight
• Effective Leasing Strategies
• Traffic and Availability Reports
CASE STUDIES
ALLEN HOUSE DEVELOPER: THOR EQUITIESCONVERTED IN 2015DESIGNED BY STUDIO V14 UNITS, 4 STORIES
THE STORY
The Allen House started its life as four separate townhomes built around 1900, and was later converted into an apartment
building by the Allen family. The goal was to completely refurbish the property, restoring the proportions that were indicative
of the original townhouse construction.
TOWN MARKETING & LEASING VALUE ADD
• Working in the confines of the pre-existing envelope, TOWN Marketing & Leasing worked closely with the architect to
design the appropriate unit mix and layouts for the Upper East Side market by extensively analyzing the floor plans, market
conditions and the needs of the potential client-pool.
• Designed marketing that emphasized the privacy and exclusivity of a boutique non-doorman building.
• Created all-encompassing neighborhood guide illustrating amenities and day-to-day essentials within blocks of the building.
RESULTS
• Record breaking rental price per square foot in a non-doorman building above 59th Street.
• Fully leased in less than 4 months.
201 EAST 71ST STREETUPPER EAST SIDE
172 MONTAGUEDEVELOPER: BONJOUR CAPITALBUILT IN 2015DESIGNED BY DANIEL GOLDNER62 UNITS, 19 STORIES
THE STORY
172 Montague was the first ground-up new development rental property in Brooklyn Heights since 1999. High design of the
façade and interiors made the property the most desired in the neighborhood. Attention to detail within the apartments and
common areas, plus sprawling Manhattan skyline views made this property truly unique.
TOWN MARKETING & LEASING VALUE ADD
• Focused on technology within the apartments including Nest thermostats & built-in wifi speakers to attract tech savvy clientele.
• Promoted Brooklyn Heights neighborhood as much as the property itself. Highlighting the amenity-filled neighborhood
overshadowed the lack of amenities in the building.
• Implemented an in-depth traffic reporting system to track feedback from every visitor to the building in order to best respond
to the needs of the potential residents.
RESULTS
• 172 Montague achieved higher rents than its fully amenetized neighbors because of the attention to detail, high-design,
technology and marketing focused on the surrounding neighborhood.
• Fully leased in 90 days.
172 MONTAGUE STREETBROOKLYN HEIGHTS
20 EXCHANGE PLACEOWNER: DTH CAPITALCONVERTED IN 2008/2015767 UNITS, 55 STORIES
THE STORYIn May 2014, ownership of 20 Exchange Place wanted to take a more active role in the growth of their asset and
enlisted TOWN Marketing & Leasing to lease 221 newly converted apartments and the remaining inventory in the 767
unit building. Immediately, TOWN re-priced the entire building and found areas to add value, including implementing
model apartments, consulting on new amenity space upgrades, and hiring and training neighborhood certified on-site staff,
resulting in higher rents.
TOWN MARKETING & LEASING VALUE ADD
• Selected and liased with creative agency to rebrand the building, including design of website, collateral and signage.
• Implemented a targeted digital marketing campaign, driving traffic.
• Hired and trained building-dedicated leasing team, streamlining processes and creating efficiencies.
• Repriced each unit, ensuring the building was achieving top rents.
• Modeled select apartments, creating a lifestyle experience for prospective residents within the unique apartment layouts.
• Hosted broker events to keep the properties at the forefront of broker’s minds.
• Implemented daily, weekly and monthly reporting.
RESULTS
• In one year, rents increased 11% or an average of $359 per apartment. In the same year, price per square foot increased $6 or 11%.
• The 221 units of newly converted inventory achieved an impressive price per square foot of $66, beating out much of its
competition in the area.
20 EXCHANGE PLACEFINANCIAL DISTRICT
PORTFOLIO
DTH Capital, Developers
Built in 1929
Designed by Aldridge & Dietrich
2004 residential conversion
476 Units, 37 Stories
Floor Plan Design & Review
Website
Branding & Identity
Marketing Campaign
Leasing Strategy
Event Planning
Leasing Office Design
Model Unit Staging
Hiring & Training Onsite Staff
Collateral Design & Development
DTH Capital, Developers
2004 residential conversion
331 Units, 24 Stories
Floor Plan Design & Review
Website
Branding & Identity
Marketing Campaign
Leasing Strategy
Event Planning
Leasing Office Design
Model Unit Staging
Hiring & Training Onsite Staff
63 WALL STREETFINANCIAL DISTRICT
67 WALL STREETFINANCIAL DISTRICT
53 HOWARD STREETSOHO
640 BROADWAYNOHO
Winhaven Group, Developer
Newly Converted in 2012
Designed by Joseph Pell Lombardi
Architects
21 Units, 9 Stories
Branding & Identity
Marketing Campaign
Event Planning
Website Development
Collateral Development
Strategic Leasing Program
Model Unit Staging
Reporting
Market Studies
United American Land, Developer
Converted in 2011
18 Units, 5 Stories
Branding & Identity
Logo Design
Strategic Leasing Program
Collateral Development
Digital Advertising
783 KNICKERBOCKER AVEBUSHWICK, BROOKLYN
CS Real Estate, DeveloperNewly Converted in 2015
38 Units, 4 StoriesConversion of the historic
landmarked Alhambra Theatre
Logo DesignPrint Marketing Campaign
Branding & IdentityCommon Area Consultation
Market StudiesLeasing Strategy
496 BROADWAYSOHO
Thor Equities, DeveloperNewly Converted, 2014Designed by Studio V3 Full Floor Lofts
Floor Plan Design & ReviewFinish SelectionCommon Area ConsultationBranding & IdentityMarketing CampaignLeasing StrategyEvent PlanningMarket Studies
APIARY | LOFTS
306 WEST 48TH STREETMIDTOWN WEST
First Dominion Developments
Built in 2008
Designed by Ismael Leyva Architects
122 Units, 43 Stories
Branding & Identity
Marketing Campaign
Hiring & Training Onsite Staff
Event Planning
Website Development
Collateral Development
Strategic Leasing Program
Leasing Office Design
Model Unit Staging
Reporting
Market Studies
550 WEST 45TH STREETMIDTOWN WEST
Gotham Organization, Developer
Built in 2013
Designed by SLCE Architects
554 Units, 32 Stories
Branding & Identity
Marketing Campaign
Strategic Leasing Program
Event Planning
Website Development
Market Studies
The Torkian Group, Developer
Construction to be completed 2017
Designed by Steven B. Jacobs Group
223 Units, 39 Stories
Interior Design Consulting
Floor Plan Review
Finish Selection
Amenity Programmaing
Common Area Consultation
Pricing Analysis
Market Studies
Unit Mix
MB Grayson LLC
Converted in 2013
128 Units, 17 Stories
Strategic Leasing Program
Training Leasing Team
Reporting
Market Studies
Lease Renewals
42 WEST 33RD STREETMIDTOWN SOUTH
247 EAST 28TH STREETKIPS BAY
42 WEST 33RD STREET
11 GREENE STREETSOHO
Andre Balazs and SDS
Investments, Developers
Built in 2008
Designed by Tsao & Mckown
Architects and Ismael
Leyva Architects
319 Units, 47 Stories
Model Unit Design
Leasing Strategy
Reporting
Event Planning
Hiring & Training Onsite Staff
Colt Equities and Ruby Ventures
Designed by Gene Kaufman Architects
31 Units, 6 Stories
Pre-development Consulting
Floor Plan and Unit Mix
Finish Selection
Pricing Analysis
Market Studies
Common Area Consulting
Amenity Programming
15 WILLIAM STREETFINANCIAL DISTRICT
11 GREENE STREET
TEAM EXPERIENCEMANHATTAN777 6TH Avenue
Four Park Avenue
Gramercy Row - 134 East 22nd Street
Longacre House - 305 West 50th Street
40 West 55th Street
RiverTower Apartments - 420 East 54th Street
345 East 64th Street
3 East 66th Street
25 East 67th Street
30 East 68th Street
River Terrace - 515 East 72nd Street
192 East 75th Street
Clermont York - 445 East 80th Street
Clermont Tower - 444 East 82nd Street
160 East 84th Street
1700 York Avenue
30 East End Avenue
37 Wall Street
63 Wall Street
67 Wall Street
20 Exchange Place
25 Broad Street
95 Wall Street
One West Street
21 West Street
90 Washington Street
110 Greenwich Street
120 Greenwich Street
33 Gold Street
17 John Street
100 John Street
85 John Street
80 John Street
The Mantena - 431 West 37th Street
The Centurian - 1182 Broadway
640 NOHO - 640 Broadway
The Constable - 53 Howard Street
icon - 306 West 48th Street
The Grayson - 247 East 28th Street
245 West 25th Street
The Ashley - 400 West 63rd Street
496 Broadway
Allen House - 201 East 71st Street
Gotham West - 550 West 45th Street
BROOKLYNThe Brooklyner - 111 Lawrence Street
Forte - 230 Ashland Place
172 Montague Street
184 Kent Avenue
QUEENS92-40 Queens Boulevard
30-50 21st Street
Packard Square North - 41-18 Crescent Street
The Pearson Court Square - 45-50 Pearson Street
LONG ISLANDEast Crest Apartments - East Rockaway
Free Park Apartment - Freeport
Merrick Terrace - Oceanside
Richlee Gardens - Mineola
Mayfields Estates - Valley Stream
CONDOS200 West End Avenue
Three Ten East 53rd Street
Chelsea House - 130 West 19th Street
88 Greenwich Street
One Rector Park
15 William Street
The Aldyn - 60 Riverside Boulevard
360 East 89th Street
207 West 79th Street
155 East 79th Street
39 West 23rd Street
124 West 23rd Street
CONTACT
33 IRVING PLACE, NEW YORK, NY 10003
JAMIE [email protected]
646.588.4081
ELANNA [email protected]
646.790.2629
TOWN Residential LLC (“TOWN”) is a licensed real estate broker and a partnership of Buttonwood Residential Brokerage LLC and Thor Equities, LLC. All property listing information, including, but not limited to, square footage, room count, and number of bedrooms are from sources deemed reliable, but are subject to errors, omissions, changes in price, prior sale, prior lease, or withdrawal and should be verified by your own attorney, architect, engineer or zoning expert. This is not intended to solicit property already listed. Real estate agents associated with TOWN are independent contractors and are not employees of TOWN. TOWN Marketing and Leasing LLC is a licensed real estate broker and a subsidiary of TOWN.