Welcome to 501 E 74th St
501 East 74th Street, New York, NY
| Developer |
Golden Asset, LLC (Sky Management) |
| Property Type |
New Development Rental Building |
| Initial Offering |
April 2016 |
Overview
501 East 74th Street was the developer’s first major new construction project, built from the ground up on a site the company had owned since the 1970s. BOND was engaged early in the planning process to consult on pricing, unit mix, finishes, amenities and tenant experience prior to being retained as the Exclusive Leasing and Marketing Agent for the 21-story, 81-unit residential rental property. With no recent history of new development rental on York Avenue, BOND planned an aggressive pricing strategy, aiming for high $70s per square foot on average, which was $10 per foot higher than older rental buildings along York. In collaboration with the developer, BOND planned an attractive common area and amenity experience and provided regular creative input and operational consultation as the building plans became a reality.
BOND conceptualized and implemented all creative and operational work surrounding the leasing and marketing campaign, producing branding and style guide within its own in-house marketing department. BOND created the campaign’s look and feel, created a suite of collateral materials including brochures, floor plans, and swag, staged four model apartments, supervised the website build and implementation, and subsequently staffed and leased up the building in 2016.
BOND’s Mission
-
To consult and collaborate with the developer to create the highest profile identity for 501 East 74th Street, including a branding campaign as The Rose Modern, which would target the luxury demographic of prospective tenants.
-
To design and execute a visual brand, logo, photography, and video for use in all advertising and marketing.
-
To design and execute interior staging that would portray an aspirational lifestyle in order to attract top earning consumers to lease apartments.
-
To interface regularly with owners’ representative, contractors, architects, legal staff and vendors in order to realize a unified presentation of the developer’s vision.
-
To represent the property as the Exclusive Sales and Marketing Agent, coordinating an onsite leasing office, full-time staff, property presentation, and managing all negotiations and leasing administration in concert with the developer’s internal leasing management.
Results
BOND established the property as a destination building on the Upper East Side during its initial leasing campaign. It exceeded expectations for rent prices, reaching the low $90s per square foot on the most desirable apartments. BOND orchestrated and organized the overall appeal of the property through staging and daily presentation, special events, and coordinated marketing strategy.
