town marketing & leasing - overview book

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.


• 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.


• 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


Floor Plan Design & Review

Website

Branding & Identity

Marketing Campaign

Leasing Strategy

Event Planning


Model Unit Staging


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



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


Branding & Identity

Marketing Campaign


Event Planning

Website Development




Model Unit Staging

Reporting

Market Studies

550 WEST 45TH STREETMIDTOWN WEST

Gotham Organization, Developer

Built in 2013

Designed by SLCE Architects


Branding & Identity

Marketing Campaign


Event Planning

Website Development

Market Studies

The Torkian Group, Developer

Construction to be completed 2017

Designed by Steven B. Jacobs Group


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



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


Model Unit Design

Leasing Strategy

Reporting

Event Planning


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


Clermont York - 445 East 80th Street

Clermont Tower - 444 East 82nd 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


207 West 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.

town marketing & leasing - overview book

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