Driving Innovation in Branded Real Estate
With unique insights gained from years of market experience and fresh ideas that come from a rigorous, strategic approach, And Partners has successfully marketed more than $2 billion worth of residential and commercial real estate sales and rentals.
In 1998, Barbara Corcoran was And Partners’ first client. From that branding and positioning assignment that created an iconic identity still in use today, we’ve developed a methodology that goes far beyond the expected.
Since then, we’ve worked with developers, property owners, and sales and marketing agents to create memorable, innovative solutions that appeal to buyers, renters, and tenants in one of the world’s toughest markets.
We have entered a new era in real estate marketing. Digital technology—from mobile devices to new media platforms—has empowered buyers and revolutionized the entire property transaction process, from the way buyers investigate property, to the way they make offers, and finally agree to go to contract.
Our specialized real estate marketing practice understands the changes in both the marketing and real estate landscapes. In fact, the integration of cutting-edge creative services with leading-edge technology is the true strength of our offering. We have deep experience in residential and commercial real estate (including new construction, conversions, and rentals) from the Upper East and Upper West sides to Williamsburg.
Our contribution goes deeper than simply creative design. We use insights into the mind-set of prospects and our experience from outside the real estate industry to design every detail of the customer experience, from how they are prospected, to how they are converted, and to how the property delivered. The result is a more robust and more intelligent turnkey offering for real estate projects of all kinds.
New York City’s First Paperless Sales Office, Powered by iPad
And Partners worked with iStar Financial and Corcoran Sunshine Marketing Group to develop New York’s first real estate sales office powered by the iPad.
Instead of the traditional paper form, visitors to the 1 Rector Park sales office filled out their contact details and interests on the iPad, which automatically saved the information for future CRM communications. During the building tour, sales agents used the iPad to instantly call up floorplans and photographs of any of the building’s 155 residences.
Minutes after their building tour ended, customers were sent a thank-you email with floorplans of the residences they viewed. Most prospects received this email on their mobile phones while riding the elevator back down to the lobby, creating an instant connection that the sales staff could follow up on.
New York’s First Mobile-Compliant Building Website
Most prospects can’t view Flash-based content on their mobile devices, yet many real estate websites are built with this popular software. And Partners sensed that this is a wasted opportunity.
And Partners launched New York’s first mobile-compliant real estate website for Sterling American Property, Atlas Capital, and Corcoran Group Marketing at 845 West End Avenue. The building’s website automatically detects whether the visitor is accessing the site from a flash-enabled computer or a mobile device and delivers identical content in the compatible way for either kind of screen. The mobile site also featured Google Maps and the ability to preview availability and floorplans. You can see it by visiting www.845wea.com on your phone’s web browser.
Branding Residences, Not Just Buildings
As part of our research into the buyer profile of 845 West End Avenue, we proposed giving each of the six lines in the condominium a unique name to appeal to sophisticated Upper West Side buyers. Names like “The Corner Seven” and “The South Six” captured the imagination of buyers and instantly communicated the quality of the residences and intrigued prospects to want to learn more.
450 Pre-qualified Buyers Before the Sales Process Officially Commenced
And Partners’ work on 610 West 110th Street is typical of our role in real estate because our contribution goes deeper than simply creative services and design. We worked with Urban American and Corcoran Sunshine Marketing Group on every aspect of the building’s launch. With a clearly defined buyer profile and a highly targeted advertising strategy, we helped generate the demand to build a list of pre-qualified buyers before the sales office opened. 610 West 110th Street sold out in less than 12 months.
Creating a Green Lifestyle Out of Thin Air
With 1,000 new condominiums, 100,000 square feet of retail space, and a waterfront esplanade, the Williamsburg Edge is one of the largest residential communities in Brooklyn. But in 2006, it was just a construction site. And Partners created the brand as well as designed the sales office, a café-style space that took its inspiration from coffee shops in the trendy neighborhood (we added a childrens’ play center that proved popular with young couple prospects).
As part of our discovery process, we noticed that many of the building’s features were in line with baseline LEED Certification. Years before the “green” building (and marketing) boom, And Partners recommended that the developer pursue LEED Certification and use it to differentiate itself. This sustainable approach was carried throughout the marketing and sales experience, even down to making sure that vehicles from the car-sharing service Zipcar were available in the building’s on-site parking garage.
Our team’s work helped create a fully formed image and lifestyle out of a mere hole in the ground. By inspiring buyers to commit to a product that didn’t yet exist, the Edge established a new standard for Brooklyn luxury real estate developments.
An Undisputed Pedigree in Real Estate Branding
The Corcoran Group is revered as one of New York’s top residential real estate firms and is known in the industry for its leading approach to marketing. And Partners rebranded Corcoran, from logotype and signage to advertising and promotion. The personality and tone reflected the firm’s founder and her unique and unprecedented role within the broker sales force.