58x marketing ROI for market-rate apartments
BNS Real Estate, WonderWorks Construction
During our competitive analysis, we uncovered an opportunity to
differentiate 30 Kent Street's amenity programming and create sub-identities for the amenity spaces. This was in stark contrast to the "laundry list" of amenities that our competitors marketed.
Our market analysis revealed renter's confusion between Kent Ave in well-known Williamsburg and Kent Street in Greenpoint. During early construction,
we launched a guerilla brand awareness campaign on the streets of Brooklyn and Lower Manhattan to create awareness about Kent Street, Greenpoint.
We mapped out a
9 month renter's journey with key activation points - first access lead generation, hard hat tours of the model, unit reservation (pre-lease) and then lease signing.