The NAHB Multi-Family Housing Councils’ 2009 “Pillars of the Industry” Awards have just announced the finalists for its marketing categories and the judges have selected Posner as a finalist for “Best Overall Sales Campaign for a Condominium Community,” for its client, Toll Brothers’ Northside Piers.
After Toll Brothers’ City Living division had completed 70% of the units at One Northside Piers, the first of three buildings on the Williamsburg, Brooklyn waterfront, sales had come to a halt by the winter of 2007/2008. Realizing that the most expensive units were not selling, Toll Brothers engaged Posner Advertising to re-brand the project and conceive an entirely new marketing initiative that would also introduce Two Northside Piers – the second building. The goal was to make the ad campaign work harder, elevate the brand’s perceived value, attract buyers from Manhattan and compete more effectively with other new buildings in the area that possessed large marketing budgets.
With pricing on nearly half of the homes in excess of $1M, and those priced below $700K selling themselves, Posner quickly identified an opportunity. “We needed to reach established buyers with a dual household income in excess of $300k, in addition to having a minimum of $250K in cash for the down payment and, accordingly, needed to not just reshape the media plan, but also re-position the property’s look-and-feel to be more elegant, sophisticated and fashionable,” said Win Peniston, VP Strategy & Development at Posner.
With this goal in mind, Posner deployed a campaign targeting aspiring Manhattan prospects, mostly couples, 30-to-50 years old, engaged, newlyweds, gays, pregnant or with young children through online media, print and outdoor advertising. This target would be compelled by waterfront views, but would likely be unable to afford new waterfront construction in Manhattan. This target would also look for ground-floor opportunities that new construction offers and appreciate a neighborhood that offers independently owned restaurants, shops, and diversity.
With the launch in late Sept. 2008 of the new marketing/re-branding effort for Two Northside Piers, Toll Brothers is experiencing revitalized sales of units in both buildings. “In the six weeks that have passed since the New Sales Center Grand Opening, we have seen traffic soar from 15 per week to 60 per week.
“In addition to having a superb waterfront location and stellar views of Manhattan, Two Northside Piers features sought-after amenities such as an indoor pool, Pro-Concierge services, a fitness center, treatment rooms and interiors designed by the renowned Stephen Alton. The right product with the right features finishes, positioned properly and extended across the right media has resulted in sales that are currently outperforming the competition and we are thrilled that our creative execution, in addition to our strategy, is being recognized by the National Association of Home Builders,” Mr. Posner added.
NEW YORK, Nov. 7 /PRNewswire/ -- Posner Advertising, a full-service, lifestyle-focused agency with expertise in the real estate industry, is proud to announce the launch of their brand new campaign for 1706 Rittenhouse Square Street, Philadelphia's most exclusive, luxurious and private residential community building.
1706 Rittenhouse Square Street is a unique condominium of just 31 4,000-square-foot full-floor residences. Fully customizable and boasting unrivaled space, the most lavish features and skyline views in every direction, 1706 Rittenhouse Square Street is the most opulent building in Center City, Philadelphia's most posh neighborhood.
"1706 is the ultimate in exclusive luxury living in downtown Philadelphia," said Bill Sloan, Creative Director of Posner Advertising. "It's really changing the shape of the downtown skyline and raising the bar on Philadelphia real estate. Scannapieco Developers approached us to create the desired upscale image, marketing tools and advertising to convey their message. Our approach reflects the qualities of the building itself -- crisp, tailored, elegant and fresh. I think we hit the nail on the head."
"Sales at 1706 have been very encouraging," said Paula Celletti-Baron, Vice President, Sales & Marketing. Posner really addressed the audience, and the response has been strong, with sales moving forward at a healthy pace. It's a very specific audience -- people who are looking for the most exceptional residences in Philadelphia's most exclusive neighborhood." To learn more about 1706 Rittenhouse Square Street, please visit 1706Rittenhouse.com.
NEW YORK, Nov. 7 /PRNewswire/ -- Posner Advertising, a full-service, lifestyle-focused agency with expertise in the real estate and hospitality industries is proud to announce the hire of Merri Starr as Vice President, Southeast Region.
As we continue to grow business in the Caribbean, Mexico and Central America, Merri's prior experience is synergistic with Posner's focus on driving integrated, results driven marketing programs for our clients.
Merri brings to Posner more than 20 years of marketing experience, most recently acting as Vice President of Ronin Advertising Group in Coconut Grove, Florida. In this position, she honed her extensive experience in luxury real estate, retail, hotel marketing and education. In her four years with Ronin, Merri helped develop programs to sell more than $1 billion in product. Prior to that, she was an account supervisor at Coral Gables, Florida-based advertising agency MARC USA.
Throughout her career, Merri has worked with a number of notable real estate developers on a wide range of projects, including The Related Group, Zom Development, MCZ/Centrum Development and Canyon Ranch Hotel Miami Beach. She has also worked on such consumer accounts as Samsung, Louis Vuitton and Tri-State Pontiac.
Merri received her BA in advertising from the University of Florida in 1987.
Prudential Douglas Elliman and Posner Advertising have recently unveiled 111 Kent, the newest and most highly anticipated residential condominium to come to the Williamsburg waterfront. Hundreds of people attended the grand opening event hosted by one of the buildings developers, Charles Scharf, to celebrate the event with food, cocktails and live music.
111 Kent is unique in that it is the only new boutique condominium building on the Williamsburg waterfront. "The majority of these 62 luxury residences possess direct, forever-unobstructed views of the East River and Manhattan's skyline," said Elliman SVP, Christine Blackburn. "Not only will 111 Kent feature a host of amenities that include a state-of-the-art fitness center, a roof-top pool, a sundeck, a landscaped garden and available roof-top cabanas, it also boasts the closest proximity of the waterfront developments to the Bedford Avenue L train. We're very excited about the level of activity we are fielding at 111 Kent right now" Blackburn continued.
To promote 111 Kent, Posner created a comprehensive campaign that highlights the intimate feel of the building, positioning it as the only new development in Williamsburg to truly capture the charm and character of the neighborhood.
"Strategically, creatively and from a media standpoint, we believe that our integrated continuum of branding, search engine marketing, website design, direct response, brochure development, sales office design and advertising will prove the right recipe to achieve strong near-term results for this unique property," said Win Peniston, VP, Strategy and Development at Posner.
For more information about 111 Kent, please visit: http://www.111kent.com/
About Posner Advertising: With experience that spans six decades, Posner Advertising (www.posneradv.com) is a full-service, lifestyle-focused agency with expertise in the real estate industry. Headquartered in New York, with offices in Florida and California, Posner's services include branding, advertising, traditional/digital marketing, public relations, as well as media planning/buying, and performance tracking services. Posner's interactive team includes a group of professionals that are certified in Google AdWords, Yahoo PPC and Microsoft AdCenter professional programs. Posner's rapport with Google enables the agency, and its clients, to be part of advertising beta programs to which very few marketing firms have access.
Launched yesterday, the new Deco Lofts website http://www.99johndecolofts.com includes a rich media experience that combines the beauty of flash video technology with sophisticated search engine optimization. "This website is the center-piece of our newly positioned, re-designed marketing campaign for Deco Lofts. It features a variety of people that represent homebuyer prospect segments and his or her particular connection to 'Your Own Empire,' the building's overall campaign theme," said Win Peniston, VP, Strategy & Development at Posner Advertising.
"Building a beautiful site that doesn't rank well in search results is a critical error made by many of our clients' competitors in the real estate marketing category. Our approach is to find the most appropriate balance between form and function," according to Dana Randall, Posner's Director of Interactive Services.
An additionally exciting feature of the Deco Lofts condominium website is its compatibility with mobile devices. "With the increase in popularity of browsing the web from an iPhone, a Blackberry, or a Windows Mobile device, we have recognized the importance of building pages designed for those environments," Randall continued. Since flash websites are currently not supported on mobile devices, Posner's interactive team added mobile-specific pages. When a user searches Google or sites such as NY Times Mobile for listings, they are automatically directed to the Deco Lofts Mobile pages, where they can browse the available units and their details. If they wish to make an appointment with a sales agent, with one touch, they can call the sales office.
About Posner Advertising: With experience that spans six decades, Posner Advertising (www.posneradv.com) is a full-service, lifestyle-focused agency with expertise in the real estate industry. Headquartered in New York, with offices in Florida and California, Posner's services include branding, advertising, traditional/digital marketing, public relations, as well as media planning/buying, and performance tracking services. Posner's interactive team includes a group of professionals that are certified in Google AdWords, Yahoo PPC and Microsoft AdCenter professional programs. Posner's rapport with Google enables the agency, and its clients, to be part of advertising beta programs to which very few marketing firms have access.
On September 25th, 450 interested buyers and brokers gathered in Williamsburg, Brooklyn, to attend the long awaited opening of the Sales and Design Center for Two Northside Piers, the second of three towers to be built directly on Williamsburg’s reclaimed waterfront. “The reactions to the sales office and new interior finishes have been outstanding; everyone was very excited about what they saw,” said David Von Spreckelsen, Sr VP, Toll Brothers City Living.
Two Northside Piers features a contemporary glass façade designed by the award- winning FX Fowle architects and interiors by Stephen Alton Associates. It represents a new level of luxury on the Williamsburg waterfront, as well as a new iconic addition to Brooklyn’s waterfront and skyline.
“We’re seeing record levels of interest in this market” said Bob Posner, Principal of Posner Advertising, the marketing firm charged with designing the sales office and developing a new brand identity/advertising campaign for the condominium community. “While the market has slowed for some developers, the sales office here has been exceptionally busy, so much so that the sales team has asked for patience from buyers in returning calls”.
Posner devised a new campaign to effectively re-position Northside Piers entirely so as to compete against a significant amount of new inventory on the market currently in Williamsburg. “The idea was to elevate Northside Piers’ status in such a way as to attract buyers who want premium, custom finishes, incredible views, services and amenities – all just a few minutes from Union Square on the L Train,” said Posner.
The campaign included a brand new brochure, website and ad campaign spanning numerous media. As with all of its real estate campaigns, Posner has also implemented TrakSource™, the agency’s proprietary analytical software, capable of recording the performance of each media source and provide a breakdown that includes a prospect’s phone number, as well as their name and address on calls from a landline.
For more information about Northside Piers, please visit NorthsidePiers.com.
About Posner Advertising: With experience that spans six decades, Posner Advertising (www.posneradv.com) is a full-service, lifestyle-focused agency with expertise in the real estate industry. Headquartered in New York, with offices in Florida and California, Posner’s services include branding, advertising,
traditional/digital marketing, public relations, as well as media planning/buying, and performance tracking services.
NEW YORK--(BUSINESS WIRE)--Posner Advertising, a full-service, lifestyle-focused agency with expertise in the real estate industry is proud to announce the hire of Dana Randall as director of interactive services.
“As we continue to develop new ways to incorporate digital technology into our overall marketing programs, Dana’s passion, talent and leadership will ensure that our interactive team provides our clients innovative and effective solutions to achieve their business objectives,” said Peter Posner, president, Posner Advertising.
Dana will augment her responsibilities as interactive director with a broader skill set that includes branding, targeted marketing strategies, web design and development, Email marketing, search engine marketing, and search engine optimization (SEO).
This is a boon to the agency as her wealth of knowledge will allow her to communicate clearly with members of the agency’s various business units to maintain the constant delivery of excellent results.
Dana was most recently interactive marketing director at Trimble Navigation/APS where she led the development of cutting-edge flash video and web projects in conjunction with the deployment of online advertising and marketing efforts. Prior, she was creative director at Cendyn, a full-service electronic marketing firm, where she supervised creative design and interactive development.
Her depth of expertise spans prestigious real estate and hospitality entities as well as Fortune 500 companies, such as Toll Brothers, Global Hyatt Corporation, Starwood Hotels & Resorts Worldwide, Hard Rock Hotels & Casinos, and Universal Orlando Resort. Dana has also worked with Research in Motion’s Blackberry brand, Motorola, Panasonic, and Pfizer.
Dana attended the Art Institute of Fort Lauderdale where she received a B.A. in interactive media.
About Posner Advertising: With experience that spans six decades, Posner Advertising (www.posneradv.com) possesses the credentials, commitment and creativity that help grow businesses. Headquartered in New York, with offices in Florida, California, and London, Posner’s services include branding, advertising, traditional/digital marketing, public relations, as well as media planning/buying, and performance tracking services.
NEW YORK--(BUSINESS WIRE)--While the nation’s real estate industry is experiencing tough times, Posner Advertising (www.posneradv.com) suggests that for homebuilders and developers to positively affect sales, their marketing should also emphasize the details of a new home that appeals to women.
An abundance of statistics exists, showing the power and impact women have on the real estate market and U.S. economy:
“As a marketing agency with expertise in real estate, Posner is aware of the economic and decision-making power women have in the home buying process,” says Bob Posner, principal, Posner Advertising. “As we go about developing creative and marketing strategies on our clients’ behalf, we will be mindful of the varying needs of women—be they single fist-time buyers, married women with a growing family seeking more living space, or a young professional looking for a property that reflects a certain lifestyle.”
As a leader in interactive and digital marketing, Posner also believes the Internet—and the way women use it—will play a significant role in the way real estate is marketed in the future. Multi-tasking Women, Building Women, Summer 2005, indicated that 92 percent of women use the Internet to shop for homes.
“Study after study has shown that women use the internet to research and share all kinds of information; to socialize; to shop; and to get news,” adds Bob Posner. “Our team of professionals will continue to challenge each other to come up with meaningful and effective ways to engage women as they multi-task online—for this is where they start to gather information on big ticket items like purchasing a home.”
According to Tom Peters in the foreword Marketing to Women by Martha Barletta, "American women by themselves are, in effect, the largest 'national' economy on earth, larger than the entire Japanese economy."
“To put it simply, we can’t afford to ignore that the real estate industry’s fate is in the hands of women consumers. Women’s economic power—whether single or married—is a serious force to be reckoned with,” says Judith S. Kincaid, MIRM/CSP. “The female homebuyer has a clear objective to shop and it’s all in the details. Know the age group you are selling to and build and merchandise to that market. Features will not sell homes unless you show the benefit.”
NEW YORK--(BUSINESS WIRE)--Posner Advertising has announced the official launch of TrakSource™, a dynamic new tracking solution that assesses response to specific elements of a marketing campaign, enabling clients to make educated adjustments in their media plans and spending on a real-time basis. The system also helps clients manage and respond to inbound leads.
TrakSource™ assigns a specific toll-free number to each element of a marketing campaign. The system then analyzes the performance of each media source and provides a breakdown that includes the prospect’s phone number as well as their name and address on calls from a landline. The intelligence gathered empowers the sales team to review leads and determine the effectiveness of each campaign element.
TrakSource™ consolidates all the data that is generated from any media outlet (e.g. direct mail, print/online ads, outdoor, transit). The system shows users the number of leads per day, an index of the most successful campaigns and the average duration of inbound calls. TrakSource™ also provides a ROI (return-on-investment) tool that calculates the cost-per-lead information for each campaign.
“As leaders in real estate marketing and advertising solutions, Posner has developed this tool to deliver clients well-conceived media plans through the innovative use of technology,” said Bob Posner, Principal, Posner Advertising. “With TrakSource™, we are able to optimize the effectiveness of our marketing campaigns by understanding how they impact the volume and qualification level of sales leads our clients receive.”
With TrakSource™, Posner has raised its own accountability to clients by being better prepared to make recommendations as to where to re-appropriate marketing dollars.
“Now that the real estate market has softened, we have an increased responsibility to guide our clients with not just strategic thinking, but scientific tools to analyze performance as well,“ said Win Peniston, Vice President, Strategy and Development, Posner Advertising. “Performance tracking is becoming more and more important to our developer clients who are measuring success – not simply in sales, but also on a cost-per-lead or cost-per-sale basis.”
For more information and a demo of TrakSource™, go to: www.posneradv.com/traksource/
NEW YORK--(BUSINESS WIRE)--New York-based Posner Advertising, a full-service marketing and advertising agency with expertise in the real estate industry, was recently tapped by the Real Estate Board of New York (REBNY) to develop the branding, advertising and marketing for the launch of ResidentialNYC.com—an online real estate portal offering a combination of exclusive listings and supporting information covering the New York City residential real estate market.
In an effort to create a positive verbal identity, the Posner team, after a thorough study, recommended that REBNY name the portal “ResidentialNYC.com,” and establish the theme-line, “The Ultimate Homepage”. Additionally, Posner was charged with developing a fully integrated campaign comprised of print, online and out-of-home advertising, including cinema and transit media.
“It was important for the portal’s name to say exactly what the service provides to the consumer, and we are confident that ResidentialNYC.com achieves that objective for our client, said Win Peniston, Vice President, Strategy and Development, Posner Advertising. “Given that more than 80% of new home searches begin online and that consumers are frustrated by not being able to find them in one place, we believe that this centralized information portal will become the new ‘go-to’ site for home-seeking prospects,” Penniston continued.
“When designing a consumer-facing online service with the wealth of information ResidentialNYC.com provides, it is extremely important to create an environment where the available utilities are presented in a way that is user-friendly and intuitive for the broadest range of consumers,” said Steven Spinola, president, Real Estate Board of New York. “With Posner’s design/marketing and Trulia’s database programming, we feel we are giving ourselves a very strong opportunity to emerge as the leader in residential real estate searches by New Yorkers.”
ResidentialNYC.com is powered by back-end technology developed by Trulia and enables homebuyers and renters to link to thousands of listings in New York City from thousands of REBNY residential member agents.
About The Real Estate Board of New York: Established in 1896, The Real Estate Board of New York (www.rebny.com) is the city’s leading real estate trade association with more than 12,000 members. REBNY represents major commercial and residential property owners, builders, brokers, financial service companies, architects, contractors and other entities professionally affiliated with New York City’s real estate market.
About Trulia: Trulia, Inc. (www.trulia.com), a national, residential real estate search engine, has revolutionized online home search by offering a rich, intuitive user experience that points consumers directly to listings on agent and broker Web sites. For more information, go to www.trulia.com