/ REAL ESTATE ADVERTISING
Over the past 20 years, Pursuit has helped hundreds of real estate projects reach their sales and marketing goals faster, better, and more efficiently. Our specialized suite of services is customized for the real estate industry and we have deep expertise capturing the attention of high net worth and ultra-high net worth prospects worldwide. We are regarded as innovators in luxury real estate media strategy with a unique talent for applying insights gained from our work in the fast-moving fashion, beauty, and e-commerce industries.
GENERATING AWARENESS WITH CREATIVE PARTNERSHIPS
Pursuit is constantly pushing clients to get out of their comfort zone and try things and 1 Seaport – one of the first residential towers in Manhattan’s South Street Seaport neighborhood – presented the perfect opportunity to do just that. Soaring to 670 feet high and featuring spectacular East River views, this luxury condominium was offering a unique waterfront residential lifestyle in a neighborhood better known for tourism and commercial office space. Creative partnerships with the Billion Oyster Project and the New York Harbor Regatta not only provided a platform for educating prospects about the residential features of neighborhood, but also for bringing attention to premium waterfront lifestyle amenities at the property, including the availability of yachts for residents’ private use. Represented by media-savvy top broker Fredrik Eklund, 1 Seaport was 25% sold in three months.
BUILDING DESIRE WITH CHEEK & HUMOR
What do you do when your client has an absolutely amazing 430-unit luxury residential rental property ready to launch in a Brooklyn neighborhood that no one thinks is sexy (yet)? If you’re Pursuit, you take the pitch directly to competitors’ doorsteps. You put billboards in their already-sexy neighborhood next door and tell their prospective renters about the cool place nearby that they’re missing out on. You initiate and encourage conversations about this up-and-coming lifestyle destination on social media. You do it all with a little bit of cheek, a lot of humor, and devastatingly precise demographic and psychographic aim. Outcomes? The client achieved lease-up targets in terms of pace and price, 365 Bond is now considered one of the coolest properties in Brooklyn, and Gowanus has become one of its hottest neighborhoods.
CREATING VISIBILITY AMONG THE GLOBAL FINANCIAL ELITE
Designed by internationally renowed architecture firm Foster + Partners and overlooking the Hudson River in Manhattan’s ultra-fashionable West Chelsea neighborhood, 551 West 21st Street was poised to easily attract the attention of countries aspirational and high-earning prospects. However, with many of its 44 residences priced from $8 million to $40 million (at some of the highest prices per square foot in New York City), it was critical to reach a very large number of very high net worth prospects, and that was a more complex challenge. Pursuit’s media strategy orchestrated branding, marketing, and advertising campaigns across multiple print and digital channels in 12 countries using 7 languages, targeting both prospective buyers and the elite brokers who serve them. The strategy also incorporated special events and brand partnerships. The result? High visibility in all the right places drove huge numbers of qualified prospects to sales teams who achieved their sellout goals.
USING PRECISION TARGETING TO REACH PRESTIGE BUYERS
Topping out at 65 stories (the tallest building in its tony Flatiron neighborhood) and featuring protected panoramic views due to favorable surrounding zoning laws, Madison Square Park Tower is among the most prestigious condominium towers in New York City. Its pedigree is built on the talents of an extraordinary team that includes development by Bruce Eichner’s Continuum Company, architecture by Kohn Pedersen Fox Associates, and interiors by London designer Martin Brudnizki. With a significant number of Madison Square Park Tower’s 81 residences priced above $5 million, and some above $15 million, Pursuit was brought in with the mission to develop a global media strategy to reach a critical mass of high net worth and ultra-high net worth prospects domestically and internationally, both directly and via the elite segment of the brokerage community.