BOND PROPERTY MARKETING GROUP CASE STUDIES

BOND PROPERTY MARKETING GROUP CASE STUDIES

501 E 74 STREETDeveloper Golden Asset LLC (SKY Management) 501 E 74TH ST, NEW YORK, NYProperty Type New Development Rental BuildingInitial Offering April 2016OVERVIEW501 East 74th Street was the developer’s first major new constructionproject, built from the ground up on a site the company had ownedsince the 1970s. BOND was engaged early in the planning processto consult on pricing, unit mix, finishes, amenities and tenant experienceprior to being retained as the exclusive marketing and leasing agent forthe 21 story, 81 unit residential rental property. With no recent history ofnew rental development on York Avenue, BOND planned an aggressivepricing 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 attractive commonarea and amenity experience and provided regular creative input andoperational consultation as the building plans became reality.BOND conceptualized and implemented all creative and operationalwork surrounding the leasing and marketing campaign, producingbranding and style guide within its own in-house marketing department.BOND created the campaign’s look and feel, created a suite of collateralmaterials including brochures, floor plans, and swag, staged four modelapartments, supervised the website build and implementation, andsubsequently staffed and leased up the building in 2016.BOND’s Director of Brokerage Services, Douglas Wagner, personallysupervised the day-to-day operations of this watershed new development.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.RESULTSBOND 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, specialevents, and coordinated marketing strategy.

THE ADRIAENDeveloper The Danzig Organization 23-37 31ST ROAD ASTORIA, NY New Development Boutique CondoProperty Type July 2015Initial Offering OVERVIEWLocated within a ten minute commute to Manhattan, this newlybuilt condominium offered luxuriously appointed one bedroomunits with private outdoor space. Through our agent, JenniferRouse, BOND collaborated with the developer as construction wasbeing completed in order to bring the property to market at saleprices not yet achieved in the neighborhood. BOND consulted onfinishes for common areas and back yard, and we designed andstaged model units that complemented the polished, aspirationalfinishes that would appeal to Manhattan buyers.BOND’S MISSION• To bring the project from its final construction stage to market, including an identity and branding campaign as The Adriaen, which would appeal to the upper end of homebuyers.• To design and execute a visual identity, logo, photography and video for use in all advertising and marketing.• To design and execute interior staging and common area décor that would elevate the already high quality property into a luxurious and living home destination.• To represent the property as Exclusive Sales and Marketing Agent, coordinating showings and leading negotiations for purchase and sale.RESULTSBOND achieved a complete sell out of the property at recordhigh prices for every unit and the first condos in the area toexceed $1100 per square foot for every unit. This projectrepresented the first time Manhattan level condo pricing hadsucceeded in central Astoria.

9 EAST 16TH STREETDeveloper Milan Associates 9 E 16TH STREET, NEW YORK, NYTotal Units 15 Oversized Artist Style Lofts RESULTS + Restaurant Space BOND’s regular consultation andProperty Type Rental collaboration with the developer resultedProperty Acquired June 2012 $15,300,000 in the creation of highly refined classic residential lofts that will withstand changesRents When Acquired $31 to $39 per square foot in decorative trends with more useful and aesthetically appealing layouts, higherOVERVIEW level finishes, more natural light and anIn 2012, the developer sought to improve the interiors and overall elevation from middle to high endrent roll of this Renaissance Revival style loft building just off market share.Union Square Park, which had been a middle market rental Deliberate advertising, marketing,property since the last renovation in the mid-1980s. The loft social media and refined but aggressiveunits, while spacious (950 to 2200 sq ft), were dated in salesmanship assured brief time on marketappearance and finish, and the rents lagged below market for each unit offered.because the units had not kept up with interior design and As a further result of BOND’s influence,layout trends. rents were elevated 70% to 100% from 2012 to 2015, with rents at the time ofBOND’S MISSION sale ranging between $66 and $72 per• To collaborate with the developer and their architect to square foot, supporting a sale price of $30,000,000, nearly double the 2012 preserve the prewar character of the building and also purchase price. bring the property up to date on interior finishes and layouts, in order to bring the rents up to and exceed market levels.• To make recommendations about design, finish, layout that would ultimately lead to increased pricing at or above market value.• To re-brand the property to the Manhattan rental market and to establish 9 E 16th Street as a premium destination at the center of downtown culture, shopping and dining.• To represent the property as Exclusive Leasing and Marketing Agent in the gradual lease up of newly restored and renovated loft units.• To re-lease any vacancies when they would occur and to make recommendations about rent increases for both renewal leases and vacancy leases based on current market comparables.

GRAMERCY 23Developer Gramercy 23, LLC 160 E 23RD ST, NEW YORK, NYProperty Type Ground Up New DevelopmentUnits 18OVERVIEWBOND was initially appointed Exclusive Sales and MarketingAgent for this boutique condo in Gramercy Park, as it wasfinished by the developer and ready to bring to market. Afterwe successfully generated purchase offers at top marketprices, the developer’s priorities changed. The property wasthen offered for rental; BOND remained in place as ExclusiveLeasing and Marketing Agent, and we filled the building overa single season, at highest free market rents.BOND’S MISSION• To create an identity for a finished property in a highly coveted destination neighborhood which would appeal to affluent homebuyers• To represent the property as Exclusive Sales and Marketing Agent and achieve above-market sale prices for every unit.• To create collateral marketing materials including brochures, show sheets, photos, video and website.• To manage a seamless conversion from condo sales to rental, at the developer’s direction, and quickly fill the apartments at the top of the residential rental market.• To coordinate tenant screening, leasing administration and move-ins.• To market and identify a retail tenant for the ground floor commercial space.RESULTSBOND achieved a full lease up during the summer of 2015 attop prices reflecting the historic high rent plateau experiencedin Manhattan at the time. Although we created two differentcampaigns, condo and rental, we were able to demonstrategreat versatility in fulfilling the client’s needs in real time.