The Beekman Regent Proposal by Douglas Elliman

The Beekman Regent Above and Beyond

The Height Of Luxury, The Warmth Of Home.

Who She Is A native Manhattanite, Elana’s knowledge of New York City and passion for the business is evident from the moment you meet her. Elana has built a strong network of buyers and sellers by listening to her clients’ needs and always thinks outside the box to get deals done. Positioning, strategizing and marketing real estate in a way that separates it from the competition are paramount to Elana’s approach. Elana transacts in some of Manhattan’s most prolific buildings including 432 Park Avenue and consistently ranks among Douglas Elliman’s Manhattan top agents.

Campaign Overview

Campaign

Strategy & Objectives Strategy Develop a 360° campaign that connects The Beekman Regent to qualified buyers and renters who are ready to turn their vision of the warmth of home into reality.

Objectives Position

Position The Beekman Regent as unique among New York City’s landmark luxury buildings in its capacity to blend classical elegance with warm hospitality that makes residents feel genuinely at home.

Reinvigorate

Reinvigorate the market by convincing buyers and renters that The Beekman Regent’s familial approach to service will go above and beyond to make them feel at home.

Connect

Build upon Elana’s impressive network of local and regional contacts, and substantive knowledge of the New York City marketplace.

Testimonials Inspiring the Messaging

“

It is truly a very special place. What really sets this building apart from most is the exceptional staff. Everyone aims to please and always with a smile on their face. In all my years of living in New York City I have never experienced a level of service as I have living in this building.”

“Thank you for 8 years of residential bliss”

“ The staff is unparalleled...they

have often gone

“The Beekman is simply perfect. I am sad to relocate.”

“

above and beyond the call of duty.

”

I cannot tell you how much I have enjoyed my past 3 ½ years living at the Beekman Regent and I will truly miss what I have come to call my home. ” “We look forward to many more happy years in the Beekman Regent.

”

Campaign

Messaging A multiple-listing, sales and rentals strategy focused on a single message that will be woven throughout the campaign.

Option One Above and Beyond The height of luxury, the warmth of home.

Option Two Above and Beyond Landmark elegance and luxury service with the warmth of home.

Option Three Above and Beyond Luxury living where the people feel like family in a place that feels like home.

ÂŠ 2020 DOUGLAS ELLIMAN REAL ESTATE. EQUAL HOUSINGOPPORTUNITY.

Option Four Above and Beyond Find your home at the height of hospitality.

Option Five Above and Beyond Where luxury feels like home.

Alternative

Messaging Option Six The Height of Exceptional Living Where service and details make a difference.

Option Seven Old World Charm. New World Allure. Master the art of finer living.

Option Eight Exceptional Living Above All Classic aesthetic meets dern sophistication.

Coveted New York opulence.

Public Relations

Public Relations Plan The Beekman Regent | 351 East 51st Street In support of the marketing and sale of the available units at The Beekman Regent, the following is a suggested public relations plan. The various press, social media, photoshoot and virtual event opportunities below will be pitched by Douglas Elliman’s Public Relations Department for possible exposure. We have strong and ongoing relations with both national and international outlets and will make the best efforts to present the property for all upcoming opportunities that seem fit. We present this plan with the recognition that we can only submit the property to the media, not guarantee coverage, as it is ultimately up to the editor to make the final decision. However, with Elliman’s strong and well-established press relations along with our strategic alliance with London-based Knight Frank Residential, the chance of The Beekman Regent receiving media attention is significant. Douglas Elliman’s Public Relations Department will curate possible events with compelling brands and influencers, in order to best leverage the units’ stand-out features such as, but not limited to, vast outdoor space, various fireplaces, and sprawling views. Depending on the launch date for each unit, which units are designated for sale vs. lease and staging of the units, the following plan will be adjusted accordingly:

The Exclusive:

Mansion Global Douglas Elliman’s strategy would be to obtain the agreement for an exclusive with Mansion Global. Mansion Global is a premier digital publication owned by Dow Jones with an impressive international reach of more than 2.3 million readers per month. This feature would include an in-depth description of the property with high-res images and quotes from the owner and/or listing agent describing the location, design and impressive amenities. We would stress the value of an address in New York City in addition to the building’s quality finishes, best-in-class service and prestige.

Public Relations Plan Property Features Once the exclusive has been secured and published, we will begin outreach to the publications such as the below for additional property feature coverage. This pitch will be similar to the one sent out for the exclusive and will highlight the most noteworthy qualities of the residence and its classic location, targeting various markets from around the world and of specific interests. A sample of target publications for media placements following:

National • • • • • •

NBC Open House (TV) New York Post The New York Times The Wall Street Journal The Washington Post USA Today

Real Estate • • • • • •

6sqft CityRealty Inman Lux Expose Mansion Global NY Magazine’s Curbed

• • • • • •

Off the MRKT Real Estate Weekly Realtor.com Real Homes The Close The Real Deal

• • • •

Forbes FOX News NBC News The Business Journals

Business • • • • • •

ABC News Bloomberg Business Insider CNBC CNN Financial Times

Architecture, Design & Lifestyle • • • • • •

ALEXA Architectural Digest Cottages & Gardens Departures DuJour Dwell

• • • • • •

Elle Décor Galerie House Beautiful Robb Report Town & Country Vogue Living

International Exposure

Through our strategic alliance with London-based Knight Frank Residential, we work closely with their in-house PR team covering 60 countries and 6 continents. As a result, the available units at The Beekman Regent will be displayed on Knight Frank’s website and be shared with their database of over 700+ ultra-high net worth clientele.

Public Relations Plan Virtual Events With the consent of both seller and agent, Douglas Elliman’s Public Relations Department offers high-end luxury brands and individuals to hold virtual events at our listings. Through established and on-going relationships, we are constantly working with top-tier fashion and lifestyle companies to put together creative activations. Not only does this opportunity help bring more eyes to a property, but it allows for even more press in terms of pre and post event coverage. Amid COVID-19, Douglas Elliman’s Public Relations Department recommends hosting virtual experiences from The Beekman Regent. Each experience would encompass an added "draw" to pull in customers and brokers to the property, such as the following: Intelligent Roundtable or Panel Discussions – Douglas Elliman could produce a Town Hall experience hosted virtually from The Beekman Regent, focused on the state of the market with prominent, industry leaders as speakers. Our partners at Knight Frank could offer a global perspective, or Jonathan Miller of Miller Samuel Inc. could provide a data-oriented update on New York City real estate. Virtual Celebrity Workout Class – Douglas Elliman could approach celebrity trainers to offer The Beekman Regent as a space to host virtual workout classes. Brokers could invite prospective clients to partake in a virtual on-trend workout class and then take a virtual tour of the property while they are tuned in.

Winter Broker Open House by Appointment – Following social distancing guidelines, Douglas Elliman could plan an exclusive winter-themed broker open house with s’mores and hot chocolate on one of the penthouse’s terraces in order to showcase the residence’s rare outdoor space, fireplaces and sprawling city views. Spa Offerings - Following social distancing guidelines, Douglas Elliman could host an exclusive and appointment-only event focused on pampering outdoors including outdoor manicures or massages. This is a great way to draw in brokers and serious buyers or renters to enjoy a treatment outside, followed by a property tour.

Public Relations Plan Editorial Shoots &Brand Partnerships Douglas Elliman’s Public Relations Department works directly with high-profile fashion and lifestyle publications in addition to high-end brands to provide beautiful listings as backdrop for editorial photoshoots and campaigns. Through these relationships, we are able to put The Beekman Regent forward for these types of opportunities. In exchange for the location, the listing is credited within the publication. Any photo or video shoot would follow all safety guidelines and protocol amid COVID-19.

For example, Douglas Elliman’s Public Relations Department can approach specific interior designers or furniture companies to stage a penthouse unit with a specific aesthetic and use the photography for editorial opportunities.

Social Media Douglas Elliman’s Public Relations Department has established relationships with top-tier social media accounts and influencers. Through these relationships, we are able to put The Beekman Regent forward for photoshoot and listing feature opportunities on social media, in exchange for appropriate tagging and listing credit. Any shoot for social media would follow all safety guidelines and protocol amid COVID-19.

Marketing and Advertising Strategy

Douglas Elliman’s

Exclusive Benefits The Power of Elliman.com Upon launch, your property will be prominently featured on the homepage of elliman.com. With over 9.5M visits to elliman.com in 2019, the homepage carousel occupies one of the most coveted pieces of digital real estate.

Retail Gallery Spotlight DE’s “retail gallery” at 980 Madison Avenue prominently showcases featured residences at a location with high traffic and high-profile clientele.

Maximum Online Exposure

With 800,000 average visits and more than 3.7 million page views per month, Elliman.com gives your property maximum exposure where buyers are browsing. In collaboration with one of the best search engine optimization (SEO) firms in the world, we work to ensure that Elliman listings are seen first.

Proposed Advertising Digital Google Display Target people in-market for residential real estate, people purchasing a home/moving and avid investors within the top 20% average household income in New York City DMA. Network of websites include nytimes.com, wsj.com, forbes.com, bloomberg.com, washingtonpost.com, newyorker.com, timeout.com/newyork, nymag.com, marketwatch.com, and ft.com. Cost/Duration: $500/1 month Run Date: To be determined WSJ.com/realestate + Mansionglobal.com Wall Street Journal featured listing offers additional listing exposure and the opportunity to reach a global audience of 38,350,000+ unique visitors per month. Includes bonus listing feature on mansionglobal.com, a premier digital destination connecting the world’s affluent real estate buyers with prestige properties across the globe through relevant, timely listings and compelling content. Cost/Duration: $50/1 month Run Date: To be determined

Mansionglobal.com: Homepage Carousel Mansion Global is a premier digital destination connecting the world’s affluent real estate buyers with prestige properties across the globe through relevant, timely listings and compelling content. 2,087,000 unique monthly visitors. Cost/Duration: $2,000/1 month [100,000 impressions / 2.5% share of voice can be shared with up to (5) listings] Run Date: To be determined

Proposed Advertising Print NY Post Renowned tradition of bold, irresistible coverage, reaching affluent, influential audiences daily. Weekend circulation: 390,645 Full page cost/duration: $3,000/1 day Run Date: To be determined Reservation Deadline: Subject to availability Wall Street Journal: Mansion Indispensable resource covering US/world news, finance, art, culture, lifestyle and sports with Friday’s Mansion section read by ambitious people everywhere. Circulation: 441,000 NYC metro, LI, Westchester, Connecticut, and Northern NJ. Half page ad price/duration: $6,360/1 week Run Date: To be determined Reservation Deadline: Subject to availability Financial Times: House & Homes

Saturday’s internationally-focused, globally-distributed House & Home section is read by high-earning consumers looking to buy/upgrade their homes. Distribution: 270,000 (includes 96,000 UK, 52,000 US, 42,000 SE Asia & Australia, 80,000 Europe/Middle East/Africa) Half page cost/duration: $6,935/1 week Run Date: To be determined Reservation Deadline: Subject to availability

Proposed Advertising Print Private Air New York Magazine: December Issue Sent to sophisticated subscribers and distributed in 39 NY metro area private jet terminals, aboard helicopter charters, and in luxury car rentals – this beautiful publication reaches a uniquely high-end, affluent audience. Circulation: 31,300 Full page cost/duration: $1,466.25/3 months Run Date: December 20 Reservation Deadline: November 2 Westchester Magazine: December Issue Westchester Magazine delivers vibrant, informative editorial highlighting dining, home, health, travel, real estate, and more. Circulation: 55,000 Full page cost/duration: $5,665 /1 month Run Date: November 19 Reservation Deadline: October 23

Mansion Global Experience Luxury Insert: December Issue Mansion Global Experience Luxury reports on the latest real estate tips and trends for home buyers—providing an ideal environment to highlight your covetable properties. Inserted into the Wall Street Journal Weekend Edition delivered on Saturday, December 5. Circulation: 100,000 WSJ subscribers in key markets, including: LA, San Francisco, Dallas, Austin, Seattle, Denver, Phoenix, Boston, Chicago and NY. Full page cost/duration: $1,950/1 day Run Date: December 5 Reservation Deadline: October 30

Proposed Advertising Print Architectural Digest: February Issue AD is a vibrant monthly celebration of international design talents, innovative homes and products, inspiring decorating ideas, culture, and travel. Manhattan subscriber circulation: 16,000 Fairfield/Westchester subscriber circulation: 9,000 Full page ad cost/duration: $4,029/1 month [Manhattan and Fairfield/Westchester subscriber issues] Run Date: January 21 Reservation Deadline: November 6

Greenwich Time Greenwich Time is a daily newspaper based in Greenwich. Circulation: 7,900 Full page cost/duration: $1,850/1 day Run Date: To be determined

ÂŠ 2020 DOUGLAS ELLIMAN REAL ESTATE. EQUAL HOUSINGOPPORTUNITY.

Reservation Deadline: Subject to availability

Listing Strategy

Proposed

Pricing Strategy Renovated and Ready

Currently Under Construction

PH3B | 2463 SF § Recommended base rent price: $19,950 / Month (+ 2 months free on a 14-month lease) net effective: $17,100 § Recommended sales price: $4,795,000, $2,025 PPSF

TH-E | 3187 SF § Recommended base rent price: $24,995 / Month (+ 2 months free on a 14-month lease) net effective: $21,424 § Recommended sales price: $5,495,000 , PPSF $1,725

PH2A | 2456 SF § Recommended base rent price: $19,950 / Month (+ 2 months free on a 14-month lease) net effective: $17,100 § Recommended sales price: $4,995,000 , $2,033 PPSF

TH-A | 2749 SF § Recommended base rent price: $22,995 / month (+ 2 months free on a 14-month lease) net effective: $19,710 § Recommended sales price: $4,795,000, PPSF $1,750

PH7B | 2367 SF • Recommended base rent price: $ 19,500 / Month (+ 2 months free on a 14-month lease) net effective: $16,714 • Recommended sales price: $4,795,000, $2,025 PPSF

PH3C | 2245 SF § Recommended base rent price: $15,000 / month (+ 2 months free on a 14-month lease) net effective: $12,857 § Recommended sales price: $4,495,000 , PPSF $2,025

PH8 | 4473 SF § Recommended base rent price: $35,000 / Month (+ 2 months free on a 14-month lease) net effective: $30,000 § Recommended sales price: $20,000,000, $4,471 PPSF

PH6A | 1690 SF § Recommended base rent price: $9,950 / month (+ 2 months free on a 14-month lease) net effective: $8,528 § Recommended sales price: $2,250,000 , PPSF $1,330

Proposed

Concession Strategy

2 Months Free on 14 Month Lease to Drive Interest §

Given the uncertainty of the current climate, renters are reluctant to commit to a 27-month lease. I recommend offering 2 months free, 1st and 6th month, on 14-month leases to get people in the door while New York City normalizes.

The owner will pay broker fees: 6% if tenant is not working with a broker, 12% if tenant is working with a broker, 4.5% to listing agent and 7.5% to tenants’ broker.

Proposed

Positioning Strategy Streeteasy §

Net effective rent will be listed on Streeteasy as the primary price potential renters see when searching in order for listings to appear within lower priced search parameters.

Photography, Staging & Floorplans §

All property images will be virtually staged to mitigate any empty apartment imagery.

Virtual staging will feature workout spaces and work from home set-ups for a renter to envision their own daily activities taking place there and connect with the space.

All units will have floorplans drawn.

It is recommended that PH8 be physically staged given the high-end target audience.

Elana Schoppmann Licensed Real Estate Salesperson D: 212.891.7759 | M: 917.306.9121 elana.schoppmann@elliman.com