BOND Case Studies

CASE STUDIES

1 CHRISTOPHER ST 1 CHRISTOPHER STREET, NEW YORK, NY

Developer GPG Management Property Type Rental Total Units 138 Overview BOND was responsible for repositioning the building in the rental market. Additionally, the marketing for the building was updated as a whole by creating a website and print materials as well as for individual units by providing floor plans and print materials. BOND also assigned the top rental agents at the company to make renting the building a priority. As a result, new vacancy rents were able to increase by as much as 57%. BOND’s Mission • To create a new brand identity for the rental property and to plan and execute a marketing and leasing campaign which would get the owners a higher price per foot as well as fill the newly renovated units as quickly as possible at the historically highest rents the area has experienced, despite the effects of a once-in-a-century pandemic. • To design and execute a visual brand, logo, photography, website, 3D tours and floor plans and print material for use in all advertising and marketing in order to create a luxury identity which would elevate the property in a highly competitive submarket. • To become the public face of the property, representing 1 Christopher Street as the Exclusive Leasing and Marketing Agent, assigning the top BOND agents to the property seven days a week, coordinating all property presentations, and managing all negotiations and leasing administration. • To remain active as the property’s onsite leasing agent subsequent to the project’s full occupancy, continuing to support the owner with ongoing promotion, marketing, advertising and leasing administration as units turned over after the first year. Results The building’s available units were successfully rented quickly in spite of a resurgence of COVID-19’s effect on the market in Manhattan during the pandemic. Gross rents exceeded area highs. BOND has been able to bring rents above market expectations, increasing the price per foot to $135. BOND remains leasing agent after lease-up.

2600 7TH AVE 2600 SEVENTH AVENUE, NEW YORK, NY

Developer 2600 Seventh Ave Realty LLC / Truss Development Property Type Rental Total Units 103 Initial Offering October 2020 Overview Construction neared completion of this brand new development just as the COVID-19 pandemic locked down New York City and changed the direction of business for the foreseeable future. Although BOND began marketing the property as condominium sales, the change in market conditions prompted the sponsor to change the focus of the project from condo to rental. BOND adapted its luxury branded condominium marketing campaign to promote luxury rentals at the highest rents ever advertised or secured in the central Harlem neighborhood surrounding 150th Street and Adam Clayton Powell Blvd. BOND staffed and managed an onsite leasing office, which was open daily throughout 2021 as the apartments were leased up, mostly during the spring and summer months. BOND’s Mission • To consult and collaborate with the developer to create two identity campaigns - first for condominium marketing, and subsequently for the rental campaign that filled the apartments during the first three quarters of 2021. • To design and execute a visual brand, logo, photography, signage, 3D tours for use in all advertising and marketing in order to create a luxury market in an otherwise non-luxury area. • To design and execute interior apartment staging that would portray an upscale and luxurious lifestyle in order to attract high earning consumers to a neighborhood location that was not yet known for luxury housing. • To work directly with the owners, builders, architects and legal team in order to realize a unified and upscale presentation which would drive the highest possible revenue to the landlord. • To represent the property as the Exclusive Leasing and Marketing Agent, staffing and maintaining an onsite leasing office, coordinating all property presentations, managing all negotiations and leasing administration and supporting ownership as they established a large scale leasing business in order to stabilize the project for the project’s investors and lenders. Results The property was 100% leased up by Q3 2021, and BOND worked strategically to command the highest possible rents and lowest possible concessions. BOND remains as the exclusive agent and works strategically with ownership to maximize rents for renewals and future vacancies. In the first half of 2022, BOND brought about 28–35% year-over-year rent increases across the portfolio, supporting ownership in retaining half the tenants and turning over the other half of the residences as leases expired in Q2 and Q3. BOND remains leasing agent after lease-up.

CONVIVIUM 515 EAST 86TH STREET, NEW YORK, NY

Developer Carrera RS, LLC Property Type Rental Total Units 140 Initial Offering July 2020 Overview BOND collaborated with the developer over a five-year period by contributing market perspectives to every phase of the planning of unit mix, layouts, amenities, finishes and tenant experience for a 22 story luxury rental tower. The firm projected and consistently updated rent rolls based on active market comparables and anticipated demand in a prime Upper East Side location in Manhattan. As construction neared completion and marketing was due to launch, most of NYC was still locked down in the early summer of 2020. BOND popularized the new property market through a combination of aggressive marketing and advertising as well as concessions and promotions which attracted consumers even before the lockdowns eased in Manhattan. BOND’s Mission • To consult and collaborate with the developer to plan and launch the neighborhood’s most appealing luxury rental property and to plan and execute a marketing and leasing campaign which would fill the vacant building as quickly as possible at the historically highest rents the area has experienced, despite the effects of a once-in-a-century pandemic. • To design and execute a visual brand, logo, photography, signage, 3D tours and website for use in all advertising and marketing in order to create a luxury identity which would elevate the property in a highly competitive submarket. • To design & execute interior apartment staging of numerous units that would portray an upscale and luxurious lifestyle in order to attract high earning consumers aspiring to establish themselves at the top of the luxury residential market. • To become the public face of the property, representing the new development as the Exclusive Leasing and Marketing Agent, staffing and maintaining an onsite leasing office seven days a week, coordinating all property presentations, managing all negotiations and leasing administration and supporting ownership as they established a large scale leasing business in order to stabilize the building for the project’s landlord and lenders. • To remain active as the property’s onsite leasing agent subsequent to the project’s full occupancy, continuing to support the owner with ongoing promotion, marketing, advertising and leasing as units turned over after the first year. Results The building was fully leased within its first 10 months on the market in spite of construction delays and COVID-19’s effect on the most prosperous population who had decamped from Manhattan during the pandemic. Gross rents exceeded area highs, and concessions were gradually decreased as the occupancy level increased. Upon first vacancies, BOND has been able to bring rents up to or above market expectations. BOND remains leasing agent after lease-up.

Q-EAST 178-02 HILLSIDE AVENUE, QUEENS, NY

Developer Piermont Properties Property Type Rental Total Units 130 Initial Offering July 2019 Overview BOND was able to adapt the early collateral content created by a former designer and tune it up into a luxury brand for a non-luxury area. BOND’s in-house marketing department created a logo, website, and style guide for the building. Q-East was the first Manhattan style new doorman development on Hillside Ave, dividing the middle class Jamaica Hills area from the more upscale Jamaica Estates, just across the avenue. The building was situated directly on top of the 179th Street subway station, allowing BOND to market to a Manhattan workforce who could commute 35 minutes east to save 40% on rent. As the pioneer luxury rental on Hillside Ave, the rent prices were offered and achieved at historic high levels. BOND established and staffed an onsite leasing office, working originally from staged model units as the construction wrapped up. The challenge was identifying financially qualified tenants to fill the apartments. BOND was given a priority by the owners to lease only to the most financially stable tenants, and there would be very little accommodation for credit or income risks. This proved to slow the absorption rate, although BOND was successful in screening for the most financially qualified, lowest risk tenants. As the building passed the halfway point in leasing apartments, the COVID pandemic caused leasing activities to suspend, effectively for the summer of 2020, before BOND was able to resume more regular leasing activity to complete the lease up. BOND’s Mission • To work with the developer to establish the luxury brand in an area where luxury is unexpected and to lease up all of the units at the highest rents ever established in the area to the most financially qualified tenants possible. • To adapt and improve identity collateral to create an aspirational lifestyle brand for the property which would attract the most financially established consumers f rom the area as well as to attract tenants from outside the area to this new destination building. • To represent the property as the Exclusive Leasing and Marketing Agent, staffing and maintaining an onsite leasing office, coordinating all property presentations, managing all negotiations and leasing administration and supporting ownership as they established a large scale leasing business in order to stabilize the project for the project’s investors and lenders. Results The property was methodically leased at the highest historic rents ever achieved in the Hillside Avenue area of Jamaica, Queens. The tenant experience and residential environment has established new benchmarks for new development in this area. BOND remains attached to the property handling vacancy leases, marketing upcoming vacancies and leasing administration. BOND remains leasing agent after lease-up.

501 E 74TH ST 501 EAST 74TH STREET, NEW YORK, NY

Developer Golden Asset, LLC (Sky Management) Property Type New Development Rental Building Initial Offering April 2016 Overview 501 East 74th Street was the developer’s first major new construction project, built f rom the ground up on a site the company had owned since the 1970s. BOND was engaged early in the planning process to consult on pricing, unit mix, finishes, amenities and tenant experience prior to being retained as the Exclusive Leasing and Marketing Agent for the 21-story, 81-unit residential rental property. With no recent history of new development rental on York Avenue, BOND planned an aggressive pricing strategy, aiming for high $70s per square foot on average, which was $10 per foot higher than older rental buildings along York. In collaboration with the developer, BOND planned an attractive common area and amenity experience and provided regular creative input and operational consultation as the building plans became a reality. BOND conceptualized and implemented all creative and operational work surrounding the leasing and marketing campaign, producing branding and style guide within its own in-house marketing department. BOND created the campaign’s look and feel, created a suite of collateral materials including brochures, floor plans, and swag, staged four model apartments, supervised the website build and implementation, and subsequently staffed and leased up the building in 2016. BOND’s Mission • To consult and collaborate with the developer to create the highest profile identity for 501 East 74th Street, including a branding campaign as The Rose Modern, which would target the luxury demographic of prospective tenants. • To design and execute a visual brand, logo, photography, and video for use in all advertising and marketing. • To design and execute interior staging that would portray an aspirational lifestyle in order to attract top earning consumers to lease apartments. • To interface regularly with owners’ representative, contractors, architects, legal staff and vendors in order to realize a unified presentation of the developer’s vision. • To represent the property as the Exclusive Sales and Marketing Agent, coordinating an onsite leasing office, full-time staff, property presentation, and managing all negotiations and leasing administration in concert with the developer’s internal leasing management. Results BOND established the property as a destination building on the Upper East Side during its initial leasing campaign. It exceeded expectations for rent prices, reaching the low $90s per square foot on the most desirable apartments. BOND orchestrated and organized the overall appeal of the property through staging and daily presentation, special events, and coordinated marketing strategy. BOND remains leasing agent after lease-up.