Real-Estate Advertising

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Residential Advertising Campaigns

The majority of the most recent residential real estate developments in Manhattan, New York are being represented by Douglas Elliman and Todd Brothers advertising campaign marketing. "The Woolworth Tower" had the most creative advertising campaign out of the nine projects outlined below.

Properties

1. One West End (1 West End Avenue)

The Douglas Elliman Development Marketing DEDM is one of New York City’s most prominent real estate and marketing firms.
Developers Elad Group and Silverstein Properties combined their talents for the One West End development. The new residential tower has 246 condominium residences with resort-inspired amenities, and culinary-focused retail at the base. The advertising campaign begins with a landscape view of the building and scrolls through multiple pictures of the sky homes rooms. It gives the prospective buyer an idea of daily life with options within walking distance of the building. The sky homes begin at $5 million to $20 million.
2. The Astor (235 West 75th Street)

Douglas Elliman represents this building that has been recently restored by the design firm of Pembrooke & Ives. It is known as a “Gilded Age” building. Their advertising notes the decorative cornice that crowns the exterior and marble details in the lobby. Their website is designed as a vertically scrolling layout of pictures and details. The prices are from $2 million to $8 million.

3. North Park Tower (1399 Park Avenue)

Another Douglas Elliman advertised property. The building was designed by Hill & West Architects which was to represent Park Avenue charm and modern luxury. The North Park Tower has prices from $730,000 to $4 million. This advertising was done on the Elliman website.
4. The Charles (1355 First Avenue-Upper East Side)
David Collins is a renowned international designer who created a luxury condominium with fine amenities. Advertising focuses on the neighborhood, culture, greenery, restaurants, and high-end shopping. The developer is Bluerock Real Estate, LLC and the architect was Ismael Leyva Architect PC. The prices start at $6.4 million Advertising is a website with vertically scrolling pages.
5. The Chatsworth (West 72nd Street)

HFZ Capital Group was the developer for this project. Pembrooke & Ives designed the project and were named by Architectural Digest to be one of the “top 100” in the United States. Montroy Andersen Demarco was the architect. Prices ranged from $2 million to $10 million. The advertising was designed as a side-to-side format with a lengthy description of the Chatsworth Estate in England which served as the model for this development.
6. The Sutton

The Toll Brothers were ranked #1 Home Builder Worldwide by the Fortune Magazine. Advertising highlights the Sutton neighborhood lifestyle and Manhattan skyline views. Craftsmanship in the brick work and basket weave wood floors are emphasized. Goldstein Hill & West Architect were the architects for this building. Prices are $3.5 million to $5.5 million.
7. SIXTYFOUR (300 E 64th Street)

Aby Rosen and Michael Fuchs are the developers on this project with Meg Sharpe as the Interior Designer. Stonehill & Taylor provided Vince Stroop to get involved with the design. Dan Shannon of MdeAS created a striking marquee upon arrival. Richard Berenholtz was the photographer for their website. Prices are between $2 million and $2.5 million. Advertising focused on a hospitality inspired design.
8. 33 (East 74th Street)

Beyer Blinder Belle were the architects and planners for 33. Champalimaud did the interior design of the building. JZS Madison, LLC was an investor on the project. Douglas Elliman Development Marketing handled the advertising and sales. Prices range from $4 Million units to $10 million for the mansion and $40 million for the penthouses. The property highlights are clean and simple lines with a 24-hour attended lobby, fitness center and storage units.

Mozart music was played while watching the advertising of "The Woolworth Tower". Gold lettering and photography that gives the viewer a sense of being at the opera instead of going home were effective. The building was conceived by Frank W. Woolworth, designed by Cass Gilbert and engineered by Gunvald Aus. French architect Thierry W. Despont transformed the building into the thirty-three luxury condominium residences being marketed today. Prices start at $4 million and top out at $26 million.

Because the developments listed above are currently in the process of selling, we could not measure the success of the campaign at this time. However, a review of the status of sales with the same projects at some point in the future could provide the metrics needed to evaluate success.

Conclusion

The properties selected above were all located in Manhattan. Douglas Elliman Development Marketing and the Toll Brothers handled the majority of the advertising campaigns that marketed the developments represented in this review. The most creative campaign was "The Woolworth Tower".
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