WHO WE ARE
TOWN RESIDENTIAL TOWN Residential is New York’s leading luxury real estate services firm. Founded in 2010, TOWN Residential is an integral part of the New York real estate landscape specializing in luxury residential sales, leasing, and the marketing of new developments. TOWN Residential’s approach is comprehensive and remarkably successful. Our philosophy emphasizes delivery of best-in-class service with equal consideration and resources to sales, leasing and new development marketing. TOWN recognizes the common thread in every transaction: providing exceptional customer service, ensuring complete transparency of information, possessing unmatched neighborhood expertise and delivering reliable representation from talented professionals. Innovative, collaborative and built on strong business ideals, TOWN is perfectly poised to deliver dramatic results in the changing real estate market.
TOWN MARKETING & LEASING With a focus on ground-up, converted and repositioned multi-family assets, the TOWN Marketing & Leasing team provides extensive market research; ahead-of-the-trend recommendations on unit layouts and amenity programming; innovative branding and marketing; and results-proven leasing operations. TOWN Marketing & Leasing’s approach is both comprehensive and collaborative. The industry-leading team of experienced executives, project managers and onsite agents possess unrivaled knowledge; provides high-level pre-development consultation, plus marketing and leasing strategies. TOWN Marketing & Leasing seamlessly executes multiple efforts simultaneously, to increase awareness and maximize rents. Our mission is to partner with the development team from the inception of the project through the successful lease-up.
TOWN EXECUTIVE LEADERSHIP ANDREW HEIBERGER CEO & FOUNDER As the Founder of TOWN Residential, Andrew has been the driving force behind the company’s business strategy and long-term vision. Under Andrew’s thoughtful leadership, the company has grown to numerous strategically located offices and approximately 650 professionals. Andrew has founded and served as CEO of several successful companies, including Buttonwood Development, a Manhattan-based real estate development firm; and Citi Habitats, one of the nation’s largest residential brokerages.
ITZY GARAY EXECUTIVE VICE PRESIDENT OF SALES & LEASING Itzy has been an instrumental member of TOWN Residential leadership since the company’s inception, influencing the culture with her incredible energy, enthusiasm, and expertise. Itzy thrives on the challenge and reward of managing an unparalleled team and mentoring the most talented Representatives in the business. Itzy understands the demands of both agents and clients alike; and always addresses their respective needs in the most caring, professional manner.
TOWN MARKETING & LEASING EXECUTIVE TEAM JAMIE REIMER VICE PRESIDENT OF DEVELOPMENT & DESIGN Utilizing her background in architecture and experience in real estate development, Jamie has an intimate understanding of a developer’s needs and the big picture elements that are important to the success of any project. With a love for architecture and interior design, Jamie provides hands-on, detail-oriented consulting beginning with the pre-development phase and throughout the life of the project. Although advised by a wise professor to “never fall in love with the bricks,” she came to believe that the most valuable real estate projects are those that combine exceptional design with sound financial planning. Consequently, her work with TOWN Marketing & Leasing involves helping real estate developers find the right balance of aesthetic appeal, functionality and strong bottom-line numbers. Throughout her real estate experience, Jamie has gained a true and deep understanding of the development process and knows that the needs of her clients extend beyond the marketing and leasing of a project.
ELANNA JOCHIMEK VICE PRESIDENT OF OPERATIONS Bringing more than two decades of experience spanning all facets of real estate, Elanna has led successful projects totalling over 6,000 apartments. Prior to joining TOWN, Elanna oversaw the leasing operations for Equity Residential in downtown Brooklyn with a focus on ground up new construction, unique marketing strategies, and asset maintenance while surpassing leasing projections. Throughout her career, she has held several high profile positions including Vice President of Residential Leasing and Sales at Macklowe Properties where she oversaw a residential portfolio of over 1,500 luxury homes, determined unit mix and pricing, and managed on-site leasing staff; Director of Residential Leasing at The Feil Organization where she managed over 4,000 homes in Manhattan, Queens and Long Island; as well as a high profile position with The Clarett Group where she was responsible for the successful sellout of 200 West End Avenue, Chelsea House at 130 West 19th Street and Forte at 230 Ashland Place in Fort Greene, Brooklyn.
EXPERT SUPPORT & RESOURCES
GIA WILLIAMS PROJECT DIRECTOR, TOWN MARKETING & LEASING Pairing a broad range of New York City real estate experience with exceptional customer service skills, Gia possesses the tenacity, flexibility and understanding needed to help developer and landlord clients in marketing their properties. Gia has worked extensively with many notable developers including Extell, Joy Construction, Jackson Development, BDLG and First Dominion As a valued member of the team, Gia focuses on more than just making deals; she creates markets, leads representative trainings for on-site and owner-representative efforts, and seamlessly manages the process from pre-launch through final transaction.
PETER BRENNER PROJECT COORDINATOR, TOWN MARKETING & LEASING A specialist in on-site leasing of luxury new developments, Peter Brenner has worked extensively on many of New York’s most sought-after new buildings. Experienced throughout prime neighborhoods in Brooklyn, Manhattan and Queens, Peter’s unparalleled track record includes leasing 77 apartments in Long Island City in under a four-month timespan. In his current role as a Project Coordinator with TOWN Marketing & Leasing, Peter continues to assist on-site as needed, ensuring a seamless lease-up.
AMY DADI TOWN LEAD LUXURY ATTACHÉ TOWN Attaché, Amy, knows New York. Amy is the go-to for all things happening in a given neighborhood. Just as the history of a neighborhood is important in defining a development, understanding the evolving culinary and cultural scene and the evolving tastes and trends of a population is critical. Luxury Attaché’s neighborhood guides are a coveted resource for everyone visiting a new neighborhood.
EXPERT SUPPORT & RESOURCES
LORI LEVIN DIRECTOR OF COMMUNICATIONS Lori is a veteran of the real estate industry with a passion and enthusiasm for crafting a great story. Lori is responsible for the development of ongoing communication initiatives that reinforce TOWN Residential’s position as an industry leader through the placement of trend-setting stories, coverage of innovative events, and deployment of customized campaigns for the firm’s properties and Representatives. With her hallmark hands-on style, Lori provides the firm’s Representatives and clients with a consistent and robust level of service and support.
JARED COHEN DIRECTOR OF MARKETING Focusing on the intersection of real time and forward facing strategy, prior to joining TOWN Jared held high profile account positions at TBWA\Chiat\Day helping build social and digital campaigns for various clients including BNY Mellon and Michelin. He also worked at Samsung Electronics as a Global Digital Strategist where he was charged with developing and executing a global digital content and social media strategy that contributed to the company’s rise to the 8th most powerful brand.
LINA VIVIANO DIRECTOR OF PROFESSIONAL DEVELOPMENT Lina brings a unique and diverse experience to her profession. Born on Manhattan’s Upper East Side, she has called the West Village, Brooklyn Heights, DUMBO, and Tribeca home over the years. Besides her innate passion as a native and lifelong New Yorker, Lina also has extensive knowledge of the City, its history, and its ever-changing real estate market. Lina shares this knowledge and seasoned insight about the City with TOWN Representatives who are not only enlightened, but enriched by her knowledge.
WHAT WE DO
CRITICAL PATH RESEARCH AND FEASIBILITY Comparable Analysis • Market Reports • Acquisition/Financing Underwriting • Residential Pro Forma
PRODUCT DESIGN AND DEVELOPMENT Unit Mix • Floor Plans • Amenity Programming • Finish Selection • Interior Layout
BRANDING AND MARKETING Identity Creation • Logo Design • Digital Campaign • Website • Collateral
LEASING AND ACTIVE MARKETING Leasing Strategy • Inventory Analysis • Onsite Team Training • Comprehensive Reporting
RESEARCH + FEASIBILITY Whether looking at a new site for acquisition or seeking financing, the assumptions an owner uses for underwriting are of the utmost importance. Through extensive and thorough research, and having our finger on the pulse of the residential market, TOWN Marketing & Leasing conducts in-depth analysis of current and future market trends, competitive buildings and neighborhood statistics. Continued comprehensive research is ongoing throughout each phase of the project, providing the basis for every decision. • Acquisition/Financing Underwriting • Market Reports • Comparable Analysis • Incentive Studies • Neighborhood Studies • Opinion Letters • Adjustment Grids • Print and Digital Advertising • Brand Identity • Logo Design • Website • Collateral
PRODUCT DESIGN + DEVELOPMENT Every successful project is largely dependent on correctly executing the programming of a building at the product development stage. TOWN Marketing & Leasing’s breadth of experience allows us to focus on the countless variables present at this stage and to develop a full understanding of the specific challenges and assets of every property. Creative and collaborative thinking at this juncture is the cornerstone of a successful project. • Floor Plan Analysis • Unit Mix Recommendation • Interior Design and Architectural Consultation • Amenity Programming • Finish Selection • Interior Layouts
2B
2 Bedrooms, 2.5 Baths
LOFT STUDIO MASTER BEDROOM
11'-0" x 18'-0"
17'-1" x 18'-1"
W/D
LOFT STUDIO MASTER BEDROOM
11'-0" x 18'-0"
17'-1" x 18'-1"
W/D
LIVING/DINING 17'-7" x 17'-4"
BEDROOM 2 LIVING/DINING
12'-12" x 15'-0"
17'-7" x 17'-4"
BEDROOM 2
3rd Avenue
3rd Avenue
12'-12" x 15'-0"
71st Street 71st Street
All dimensions are approximate and subject to normal construction variances and tolerances. Equal Opportunity Housing.
201 East 71st Street | New York, New York 10021 | 646-795-4010 | AllenHouseNY.com
BRANDING + MARKETING Even perfectly designed properties will fall short of their potential without a well-executed marketing plan. TOWN Marketing & Leasing recognizes how to properly position a property, effectively manage third party involvement and deliverables, introduce the property to the marketplace and achieve maximum visibility among the target audience. Based on years of success with countless residential properties, TOWN conceives, designs and implements a custom branding and marketing campaign for each property. • Marketing Budget • Manage Creative Development • Press Strategy • Printed and Digital Advertising • Brand Identity • Logo Design • Website • Collateral
10 0 % L E A S E D
3.4848
100% LEASED Town MArkETing & LEASing iS pLEASED To AnnouncE ThiS ExcEpTionAL MiLESTonE AnD wouLD LikE To ThAnk ThE brokErAgE coMMuniTy for hELping To MAkE icon A SuccESS.
Town Marketing & Leasing is pleased to announce this exceptional milestone and would like to thank the brokerage community for helping to make THE GRAYSON a success.
thegraysonnyc.com
212.679.2828
LEASING + ACTIVE MARKETING The final step in maximizing a property’s value is a carefully crafted and well-executed leasing strategy. TOWN Marketing & Leasing’s unique approach maximizes each property’s exposure from pre-launch buzz to the opening of the Leasing Center, and throughout the lease-up phase. Our hand-selected onsite leasing team receives in-depth training designed for each property, as well as a certification course in the property’s respective neighborhood. Marketing and advertising decisions are guided by weekly reports that closely monitor deal activity, traffic, marketing expenditures and demographics. • Leasing Center • Model Units Design and Staging • Launch Management • Event Planning • Staffing and Training Program • Active Marketing Campaign Oversight • Effective Leasing Strategies • Traffic and Availability Reports
CASE STUDIES
ALLEN HOUSEÂ DEVELOPER: THOR EQUITIES CONVERTED IN 2015 DESIGNED BY STUDIO V 14 UNITS, 4 STORIES THE STORY The Allen House started its life as four separate townhomes built around 1900, and was later converted into an apartment building by the Allen family. The goal was to completely refurbish the property, restoring the proportions that were indicative of the original townhouse construction.
201 EAST 71ST STREET UPPER EAST SIDE
TOWN MARKETING & LEASING VALUE ADD •W orking in the confines of the pre-existing envelope, TOWN Marketing & Leasing worked closely with the architect to design the appropriate unit mix and layouts for the Upper East Side market by extensively analyzing the floor plans, market conditions and the needs of the potential client-pool. • Designed marketing that emphasized the privacy and exclusivity of a boutique non-doorman building. • Created all-encompassing neighborhood guide illustrating amenities and day-to-day essentials within blocks of the building. RESULTS • Record breaking rental price per square foot in a non-doorman building above 59th Street. • Fully leased in less than 4 months.
172 MONTAGUE DEVELOPER: BONJOUR CAPITAL BUILT IN 2015 DESIGNED BY DANIEL GOLDNER 62 UNITS, 19 STORIES THE STORY 172 Montague was the first ground-up new development rental property in Brooklyn Heights since 1999. High design of the faรงade and interiors made the property the most desired in the neighborhood. Attention to detail within the apartments and common areas, plus sprawling Manhattan skyline views made this property truly unique.
172 MONTAGUE STREET BROOKLYN HEIGHTS
TOWN MARKETING & LEASING VALUE ADD • Focused on technology within the apartments including Nest thermostats & built-in wifi speakers to attract tech savvy clientele. • Promoted Brooklyn Heights neighborhood as much as the property itself. Highlighting the amenity-filled neighborhood overshadowed the lack of amenities in the building. • Implemented an in-depth traffic reporting system to track feedback from every visitor to the building in order to best respond to the needs of the potential residents. RESULTS • 172 Montague achieved higher rents than its fully amenetized neighbors because of the attention to detail, high-design, technology and marketing focused on the surrounding neighborhood. • Fully leased in 90 days.
20 EXCHANGE PLACE OWNER: DTH CAPITAL CONVERTED IN 2008/2015 767 UNITS, 55 STORIES THE STORY In May 2014, ownership of 20 Exchange Place wanted to take a more active role in the growth of their asset and enlisted TOWN Marketing & Leasing to lease 221 newly converted apartments and the remaining inventory in the 767 unit building. Immediately, TOWN re-priced the entire building and found areas to add value, including implementing model apartments, consulting on new amenity space upgrades, and hiring and training neighborhood certified on-site staff, resulting in higher rents.
20 EXCHANGE PLACE FINANCIAL DISTRICT
TOWN MARKETING & LEASING VALUE ADD • Selected and liased with creative agency to rebrand the building, including design of website, collateral and signage. • Implemented a targeted digital marketing campaign, driving traffic. • Hired and trained building-dedicated leasing team, streamlining processes and creating efficiencies. • Repriced each unit, ensuring the building was achieving top rents. • Modeled select apartments, creating a lifestyle experience for prospective residents within the unique apartment layouts. • Hosted broker events to keep the properties at the forefront of broker’s minds. • Implemented daily, weekly and monthly reporting. RESULTS • I n one year, rents increased 11% or an average of $359 per apartment. In the same year, price per square foot increased $6 or 11%. •T he 221 units of newly converted inventory achieved an impressive price per square foot of $66, beating out much of its competition in the area.
PORTFOLIO
63 WALL STREET FINANCIAL DISTRICT
DTH Capital, Developers Built in 1929 Designed by Aldridge & Dietrich 2004 residential conversion 476 Units, 37 Stories Floor Plan Design & Review Website Branding & Identity Marketing Campaign Leasing Strategy Event Planning Leasing Office Design Model Unit Staging Hiring & Training Onsite Staff Collateral Design & Development
DTH Capital, Developers 2004 residential conversion 331 Units, 24 Stories Floor Plan Design & Review Website Branding & Identity Marketing Campaign Leasing Strategy Event Planning Leasing Office Design Model Unit Staging Hiring & Training Onsite Staff
67 WALL STREET FINANCIAL DISTRICT
640 BROADWAY NOHO
Winhaven Group, Developer Newly Converted in 2012 Designed by Joseph Pell Lombardi Architects 21 Units, 9 Stories Branding & Identity Marketing Campaign Event Planning Website Development Collateral Development Strategic Leasing Program Model Unit Staging Reporting Market Studies
United American Land, Developer Converted in 2011 18 Units, 5 Stories Branding & Identity Logo Design Strategic Leasing Program Collateral Development Digital Advertising
53 HOWARD STREET SOHO
496 BROADWAY SOHO
APIARY | LOFTS Thor Equities, Developer Newly Converted, 2014 Designed by Studio V 3 Full Floor Lofts Floor Plan Design & Review Finish Selection Common Area Consultation Branding & Identity Marketing Campaign Leasing Strategy Event Planning Market Studies
CS Real Estate, Developer Newly Converted in 2015 38 Units, 4 Stories Conversion of the historic landmarked Alhambra Theatre Logo Design Print Marketing Campaign Branding & Identity Common Area Consultation Market Studies Leasing Strategy
783 KNICKERBOCKER AVE BUSHWICK, BROOKLYN
306 WEST 48TH STREET MIDTOWN WEST
First Dominion Developments Built in 2008 Designed by Ismael Leyva Architects 122 Units, 43 Stories Branding & Identity Marketing Campaign Hiring & Training Onsite Staff Event Planning Website Development Collateral Development Strategic Leasing Program Leasing Office Design Model Unit Staging Reporting Market Studies
Gotham Organization, Developer Built in 2013 Designed by SLCE Architects 554 Units, 32 Stories Branding & Identity Marketing Campaign Strategic Leasing Program Event Planning Website Development Market Studies
550 WEST 45TH STREET MIDTOWN WEST
42 WEST 33RD STREET MIDTOWN SOUTH
42 WEST 33RD STREET
The Torkian Group, Developer
Construction to be completed 2017 Designed by Steven B. Jacobs Group 223 Units, 39 Stories Interior Design Consulting Floor Plan Review Finish Selection Amenity Programmaing Common Area Consultation Pricing Analysis Market Studies Unit Mix
MB Grayson LLC Converted in 2013 128 Units, 17 Stories Strategic Leasing Program Training Leasing Team Reporting Market Studies Lease Renewals
247 EAST 28TH STREET KIPS BAY
15 WILLIAM STREET FINANCIAL DISTRICT
Andre Balazs and SDS Investments, Developers Built in 2008 Designed by Tsao & Mckown Architects and Ismael Leyva Architects 319 Units, 47 Stories Model Unit Design Leasing Strategy Reporting Event Planning Hiring & Training Onsite Staff
11 GREENE STREET Colt Equities and Ruby Ventures Designed by Gene Kaufman Architects 31 Units, 6 Stories Pre-development Consulting Floor Plan and Unit Mix Finish Selection Pricing Analysis Market Studies Common Area Consulting Amenity Programming
11 GREENE STREET SOHO
TEAM EXPERIENCE MANHATTAN
The Grayson - 247 East 28th Street
777 6TH Avenue
245 West 25th Street
Four Park Avenue
The Ashley - 400 West 63rd Street
Gramercy Row - 134 East 22nd Street
496 Broadway
Longacre House - 305 West 50th Street
Allen House - 201 East 71st Street
40 West 55th Street
Gotham West - 550 West 45th Street
RiverTower Apartments - 420 East 54th Street 345 East 64th Street
BROOKLYN
3 East 66th Street
The Brooklyner - 111 Lawrence Street
25 East 67th Street
Forte - 230 Ashland Place
30 East 68th Street
172 Montague Street
River Terrace - 515 East 72nd Street
184 Kent Avenue
192 East 75th Street Clermont York - 445 East 80th Street
QUEENS
Clermont Tower - 444 East 82nd Street
92-40 Queens Boulevard
160 East 84th Street
30-50 21st Street
1700 York Avenue
Packard Square North - 41-18 Crescent Street
30 East End Avenue
The Pearson Court Square - 45-50 Pearson Street
37 Wall Street 63 Wall Street
LONG ISLAND
67 Wall Street
East Crest Apartments - East Rockaway
20 Exchange Place
Free Park Apartment - Freeport
25 Broad Street
Merrick Terrace - Oceanside
95 Wall Street
Richlee Gardens - Mineola
One West Street
Mayfields Estates - Valley Stream
21 West Street 90 Washington Street
CONDOS
110 Greenwich Street
200 West End Avenue
120 Greenwich Street
Three Ten East 53rd Street
33 Gold Street
Chelsea House - 130 West 19th Street
17 John Street
88 Greenwich Street
100 John Street
One Rector Park
85 John Street
15 William Street
80 John Street
The Aldyn - 60 Riverside Boulevard
The Mantena - 431 West 37th Street
360 East 89th Street
The Centurian - 1182 Broadway
207 West 79th Street
640 NOHO - 640 Broadway
155 East 79th Street
The Constable - 53 Howard Street
39 West 23rd Street
icon - 306 West 48th Street
124 West 23rd Street
CONTACT
JAMIE REIMER
ELANNA JOCHIMEK
jreimer@townresidential.com 646.588.4081
ejochimek@townresidential.com 646.790.2629
33 IRVING PLACE, NEW YORK, NY 10003 TOWN Residential LLC (“TOWN�) is a licensed real estate broker and a partnership of Buttonwood Residential Brokerage LLC and Thor Equities, LLC. All property listing information, including, but not limited to, square footage, room count, and number of bedrooms are from sources deemed reliable, but are subject to errors, omissions, changes in price, prior sale, prior lease, or withdrawal and should be verified by your own attorney, architect, engineer or zoning expert. This is not intended to solicit property already listed. Real estate agents associated with TOWN are independent contractors and are not employees of TOWN. TOWN Marketing and Leasing LLC is a licensed real estate broker and a subsidiary of TOWN.