35% Pre-Leased, `58x Marketing ROI` For Market-Rate Apartments

Client

BNS Real Estate, WonderWorks Construction

Project Brief

30 Kent Street is an 80-unit, ground up, mixed-use rental building on the Greenpoint waterfront. The 56 market rate apartments range from studios to 3 bedrooms - priced $3,000-$10,000/mo.

Project Brief

30 Kent Street is an 80-unit, ground up, mixed-use rental building on the Greenpoint waterfront. The 56 market rate apartments range from studios to 3 bedrooms - priced $3,000-$10,000/mo.

Problem

Solution

Results

How To Differentiate In The Highly Competitive Brooklyn Sub-Market

Challenges:

Six competitive buildings in the local area were also in lease-up.
The location was still "up and coming" and not as well known as Williamsburg.
Project was still under construction during tours and lead generation.

How To Differentiate In The Highly Competitive Brooklyn Sub-Market

Challenges:

Six competitive buildings in the local area were also in lease-up.
The location was still "up and coming" and not as well known as Williamsburg.
Project was still under construction during tours and lead generation.

Our Differentiated Marketing Strategy Resulted In A Lease Up That Exceeded Revenue Targets By +21%

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 renters' 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.

Our Differentiated Marketing Strategy Resulted In A Lease Up That Exceeded Revenue Targets By +21%

58x Return On Marketing Spend

Through effective strategy and positioning, we built a robust funnel that generated 1067 Leads, 217 Tours, and 56 Signed Leases for a 58x Return on Marketing Spend.

35% of Units Pre-Leased Prior to Launch

We generated unprecedented interest in a lesser-known neighborhood with our innovative guerilla marketing campaign, Pre-Leasing 35% of units prior to launch, 10% higher than our target.

58x Return On Marketing Spend

Through effective strategy and positioning, we built a robust funnel that generated 1067 Leads, 217 Tours, and 56 Signed Leases for a 58x Return on Marketing Spend.

35% of Units Pre-Leased Prior to Launch

We generated unprecedented interest in a lesser-known neighborhood with our innovative guerilla marketing campaign, Pre-Leasing 35% of units prior to launch, 10% higher than our target.

This was a really fun experiment in creating an effective brand in both the digital and physical realms. We had the privilege of being involved with the project from day one with our hands in everything from amenity planning through building signage, allowing us to create a really cohesive message across all visual and marketing assets. The guerilla marketing posters were the cherry on top presenting an awesome opportunity to deliver a creative approach to the Kent Street vs. Kent Ave confusion.

- Sophie Schneider, Creative Director