Bankside (Third And Lincoln)
Bankside encompasses two distinct projects that have transformed the Mott Haven waterfront. Third at Bankside features two 25-story towers and one 17-story building atop an eight-story podium, totaling 450 residential units. Meanwhile, Lincoln at Bankside consists of four 26-story towers with 921 units. Both properties offer premium amenities, including a pool, indoor basketball court, rooftop areas, gyms, and numerous lounges.
MGNY engaged in marketing three separate lotteries to comply with the client's construction demands at Bankside. MGNY had to engage in strategic outreach and innovative marketing in order to highlight this up and coming neighborhood.
Project Highlights
38,761
Applications on Housing Connect
30,265
Applications Processed
277
Leases Signed
277
Total Number of Affordable Apartments
39
Leads to Leases Conversion
14%
Leads to Leases Conversion %
The Challenge
MGNY faced the challenge of marketing high rent prices in a neighborhood where rents are typically much lower. This represented a significant shift in the type of housing available on the Mott Haven waterfront.
The Solution
MGNY responded by conducting multiple lotteries to stagger tenant selection, while simultaneously executing three distinct digital marketing campaigns. These campaigns highlighted the building's luxurious amenities to attract potential tenants.
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Brookfield Properties
Brookfield is a global real estate firm with a portfolio that spans across major cities worldwide, including innovative and transformative projects like Bankside in Mott Haven.
