Our home market
Apartment marketing in New York City
From our office at 290 Fifth Avenue we have marketed 3,413 rental units across the city, from Stonehenge’s 3,200-apartment portfolio to new buildings in NoHo and Greenpoint, plus condo sales on Roosevelt Island.
3,413
NYC rental units marketed
522.78%
Stonehenge ROI
+$110
2 Cooper, per sq ft on new leases
35%
30 Kent pre-leased before launch
New York case studies
Three rental properties, each with the full campaign on its case study. Westview, a Roosevelt Island condominium, recorded $17.9M in first-year sales.
What works in New York
Three problems that come up again and again in New York leasing, and how each building solved them.
Depending less on StreetEasy
Rising competition on listing sites and a tight post-COVID budget. 2 Cooper moved 42% of its leases onto its own lead capture page and raised pricing on new leases by $110 per square foot.
2 Cooper case study →
Standing out in a crowded submarket
Six competing lease-ups surrounded 30 Kent, and renters confused Kent Street with Kent Avenue. Distinct amenity identities and QR-code flyers took it to 35% pre-leased before launch.
30 Kent case study →
Running a portfolio as one brand
Stonehenge combined a brand overhaul, targeted social and search, and a rebuilt marketing-tech stack across its portfolio, adding $1.5 million in lease value and cutting email platform fees by 60%.
Stonehenge case study →
New York leasing questions
How do you lease up a new building in New York City?
Start by finding what makes the building different, then build the funnel around it. At 30 Kent in Greenpoint, six competing buildings were in lease-up at the same time and many renters confused Kent Street with Kent Avenue in Williamsburg. We gave the amenity spaces their own identities, ran QR-code neighborhood flyers during construction, and drove paid social and search to a dedicated lead capture page. The building was 35% pre-leased before launch against a 25% target, achieved $90 or more per square foot against a $74 target, and returned 58× on marketing spend.
How can New York landlords rely less on StreetEasy?
By building their own source of leads. At 2 Cooper Square in NoHo, competition on StreetEasy was rising and the budget was tight after COVID-era discounts. Organic social content built demand, and targeted paid social and search ads sent renters to a 2 Cooper lead capture page. Our lead generation produced 42% of leases, against 38% from StreetEasy, added $110 per square foot on new leases and generated $3.1 million in annual revenue, a return of more than 55× on marketing spend.
Do you work with large New York portfolios?
Yes. Stonehenge owns and manages a New York City portfolio of 28 income-producing properties valued at about $2.5 billion, covering roughly 3,200 apartments. Our work there combined a brand overhaul, targeted campaigns on Facebook, Google Ads and LinkedIn, and an audit of the marketing-tech stack. It produced 3,965 leads, a 522.78% return on investment and a $1.5 million increase in lease value, while a switch in email platform raised open rates by 55% and cut monthly fees by 60%.
Book an intro call with our team. We'll look at your lease-up and show you where your leasing funnel is losing renters.
Book an Intro Call
