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A SPARK OF GENIUS

March 11, 2017

They say “everyone’s a genius in a good market.” If so, how do you describe the team at The Marketing Directors, which has an unmatched track record for conceiving and executing successful sales and leasing campaigns through the ups and the downs of every market cycle over the last 30 years. 

Andrew Gerringer, Managing Director of New Business at The Marketing Directors, says, “it comes down to ‘more than ‘genius’ – it takes real market experience to develop the ideal marketing plan for a new property, insight into the specific location and buyer or renter markets, and tremendous work ethic to manage every step of the process through to the final deal.”

Company founder and CEO Adrienne Albert and company president Jacqueline Urgo, have together launched and successfully stabilized more than 250 distinct new development projects in the Greater New York area alone.  This is one reason why Brookfield recently tapped The Marketing Directors for its first residential tower at Manhattan West, with its 844 apartments within a brand new seven million square foot mixed-use community.

Another reason why The Marketing Directors is often selected by the most demanding and prestigious builders: The team holds a unique position in a very crowded field of real estate professionals. The Marketing Directors is the only company that does not have a resale division, but an “in-house” marketing team exclusive to developers of condominium or rental properties. Unlike residential brokerage firms, The Marketing Directors is uniquely experienced and able to bring sales and leasing expertise to every step of a development – from the earliest site selection through to unit configuration and mix, to the branding and naming of a property, to its pricing, its release strategy, on-site marketing center design and staffing, and then finally the negotiation of every transaction to secure a property’s success.

Many of the nation’s top developers trust The Marketing Directors with their prized projects, including SJP, Fisher Brothers, LCOR and Vornado. 

“We are the secret weapon for developers who want to engage the market with precision and lease or sell with velocity,” says Gerringer, who honed his craft as the head of marketing for Douglas Elliman before joining The Marketing Directors in 2010.  “Unlike other marketing firms, we put the product and the builder first because we become an extension of them for the duration of the campaign. We live and breath each new development from the first meeting to the last move-in, sweating the details but not feeding our egos.” 

The track record for success includes a combination of rental and condominium properties throughout all of New York’s boroughs – and the lion’s share of new development along the New Jersey Gold Coast. These include 70 Columbus, Trump Bay Street, Vantage, 75 Park, Crystal Point, and too many more to list.

“We have decades of experience helping builders break out and reach their audiences – renters or buyers – with the right product, the ideal pricing, and the perfect amenities and services to create excitement and activity no matter the market cycle,” Albert says. “The Marketing Directors achieve success for our clients by bringing a combination of inspired direction, deep market knowledge and unparalleled real estate expertise to every development – with a spark of ‘genius’ in the mix as well.”

 

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