Jasper Hunter’s Point
Jasper is a 499 unit, 13-story building located in the Hunter’s Point neighborhood of Long Island City.
Jasper features a rooftop pool, state of the art fitness center, game room and unbeatable views of the Manhattan skyline and East River. Designed by S9 Architecture, the 125-foot-tall structure will span 550,000 square feet, with 40,000 of those being dedicated as retail space for a variety of commercial tenants. By the end of the Housing Connect advertising period, Jasper received 14,295 applications for its 150 affordable units, ranging from studios to three-bedroom apartments at 130% AMI. The comprehensive marketing campaign strategically targeted a diverse, widespread audience, generating over 6,100 leads. Of those leads, approximately 55% were estimated to meet income eligibility requirements. MGNY employed an innovative, multi-channel approach — including digital marketing and community outreach — to maximize engagement and guide prospective applicants through the application process, effectively driving conversions from leads to applicants.
Project Highlights
14,295
Applications in Housing Connect
300
Applications Processed
The Challenge
As a 130% AMI project, attracting high-income earners to the Housing Lottery not only requires broad exposure, but also strategic investment in outreach and engagement. Unlike lower AMI projects, where demand often exceeds supply with minimal advertising, higher AMI lotteries face the challenge of reaching households that may not typically consider affordable housing opportunities. With a relatively small advertising budget for a project of this size, MGNY focused on maximizing impact through cost-effective channels, leveraging digital marketing and targeted outreach efforts.
The Solution
Utilizing experience from past 130% AMI projects, MGNY has developed targeted strategies to engage eligible applicants. Prioritizing concise collaboration between all parties involved while maintaining interest among income-eligible applicants is critical. By maximizing outreach efforts and maintaining transparency, MGNY enhances applicant retention and ensures a smooth, efficient lease-up process.
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The Domain Companies
Founded in 2004, The Domain Companies is a real estate development and investment company that specializes in sustainable, mixed-use development. Domain believes in creating properties that stand apart through innovative design and top-tier management, with a goal of enhancing the lives of their residents and the communities in which they live.
