Challenge

The Corner, located on Broadway and 72nd Street, needed to lease up a 200 unit building, attaining the highest rents in New York City, during a recession within nine months.

Results

Lease-up completed 3 months ahead of plan and achieved over $100 per square foot, setting the bar for Manhattan rentals.  The project exceeded expectations for direct deals versus broker deals, and marketing spend was under budget.

Strategy
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