5 Pointz, Long Island City
5Pointz is a two-tower high-rise development located in the heart of Long Island City, offering striking views of the Manhattan skyline. The building features impressive amenities, including a full-sized basketball court, a robust fitness center, and a garden terrace that spans the length of the property. Of the 1,122 apartments at 5Pointz, MGNY was selected as the marketing agent for 337 units — the largest 130% AMI affordable housing lottery to date.
MGNY’s approach to the affordable housing lottery at 5Pointz marked a new era in advertising and marketing 130% AMI projects. The team carefully developed the website and digital ad messaging to reach a broad, eligible audience — generating over 5 million impressions across Facebook and Google, and resulting in 22,330 applications, setting a new record for 130% AMI projects in NYC.
Project Highlights
22,330
Applications on Housing Connect
9,585
Total Applications Processed
337
Leases signed
337
Total Number of Affordable Apartments
122
Leads to Leases Conversion
36%
Leads to Leases Conversion %
The Challenge
MGNY’s greatest challenge was bringing our personal, detail-oriented approach to every applicant — at a scale rarely seen in affordable housing.
The Solution
We met this challenge with a multi-channel strategy, connecting with applicants via phone, text, and email. In-person tours were thoughtfully designed to highlight the building’s strongest features. Our project managers and communications team guided applicants through each stage of the process — from application to lease-up — resulting in a number of positive reviews from new residents.
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G&M Realty
David Wolkoff is an independent real estate developer. His father, Jerry Wolkoff was a self-made real estate development icon born in Brooklyn, NY. Through G&M Realty LLC, David has taken on his most ambitious project yet in 5Pointz LIC.
