Real estate firms are getting creative in marketing their multifamily developments.
Victor Group
During the first week of Phase Two reopening in New York City, Manhattan new listings were up 97% year over year and up 56% week over week, according to according to real estate market data firm UrbanDigs. However, demand still isn’t meeting supply and contracts signed are down 67% from the same time last year.
Like most business owners, real estate brokers around the country have had to get creative when it comes to marketing new developments in dense cities to buyers who are limiting travel and the brokers who work with them.
Puzzle pieces
Recently, the marketing form for 277 Fifth Avenue capitalized on the quarantine-prompted puzzle craze and sent brokers a custom jigsaw puzzle depicting the Rafael Viñoly-designed luxury condo on Fifth Avenue in Manhattan’s NoMad neighborhood.
Quarantunes
Queens, New York-based brokerage Modern Spaces put together a Quarantunes 2020 playlist on Spotify marketed to brokers to play as they work from home and created a video compilation of agents’ footage of the city’s daily 7 p.m. applause for essential workers.
Chill out
Prior to the pandemic, the developers of 1000M, an ultra-luxury condominium being built in Chicago’s South Loop, regularly hosting in-person events for buyers and prospective buyers. The team began host virtual events, such as a virtual meditation with Chicago’s Chill Meditation.
Family fun
In Miami, the marketing team behind Reach and Rise Residences at Brickell City Centre tapped local firm VGA Studios to create a downloadable coloring book for residents, brokers and agents.
Recipe book
Corcoran Sunshine is compiling recipes for a compilation on Instagram called Cooking by Design compilation on Instagram, with recipes from well-known architects and designers, with Robert A.M. Stern sharing a recipe for his take on a vodka martini.