45 Park Avenue

Challenge:

To brand a building that has a Park Avenue address, selling with velocity and achieving solid values during a challenging market correction.

Solution:

Stress classic space in a modern, amenity-full setting on Park Avenue. When discussing this property, the best way to describe it was “Classically Modern”. It was important to showcase the gracious homes that this property had to offer, at a premium Park Avenue location, among prized, more traditional residences, while highlighting that 45 Park Avenue has all of today’s finest, modern amenities.

Buyers at this price range deal with brokers, so our promotional efforts were targeted at top performing Manhattan brokers. To entice brokers to bring their customers to 45 Park Avenue, we honored the top-producers with a testimonial ad campaign; each ad honoring a different broker by using testimonials directly from their clients. These ads were formatted as 4-page spreads, to be shown in the local industry publications geared to brokers. They were also laid out as a direct mail campaign to other brokers. So, not only could brokers earn a fair commission for their efforts, they became celebrities among their peers. This campaign caught the awareness of the brokerage community and caused our broker-generated prospect traffic to triple.

To keep brokers away from our on-site, trained, professional agents during presentations to customers, we established a lounge specifically for the visiting broker, equipped with telephones, refreshments, and a computer for their use so that they could utilize this time to their advantage in comfort and ease.