116 E 61st Street LUXURY PROPERTY STRATEGY
116 E 61st Street LUXURY PROPERTY STRATEGY
Geared toward intricate yet impactful exposure for your luxury property, the proposed tactics ensure your listing reaches a highly targeted audience of afuent global consumers and the industries top luxury brokers.
LUXURYTACTICSDIVISION
Capturing the attention of UHNW clients and top-tier brokers alike, the Luxury Division website garners an average audience of over 10,000 qualified visitors • To increase exposure of 116 E 61st St to our target buyer persona, along with top tier brokers across the country GOAL • Home page feature of 116 E 61st St in September • Feature in our Properties section in October • Feature in our Lifestyle section of site in October EXECUTION TACTIC 1 LUXURYATCOMPASS.COM
Through a hand-crafted newsletter, Compass Curated, and a specialized periodical, Curated Magazine, luxury listings from across the country are sent to a growing network of top Compass agents, selected external agents with luxury experience, and high-profile clientele. Compass Curated will be distributed to 300 of the top international brokers. TACTIC 3 COMPASS CURATED • Increase listing awareness of 116 E 61st St to target personas and high profile clientele GOAL d property feature within the Newsletter in October • Feature in the NY Properties section in October • Full page ad or spread in Curated Magazine EXECUTION
As the nation's largest independent brokerage with a swiftly growing network of over 19,000 agents nationwide, Compass agents have unprecedented access to connect and share the most exclusive properties with leading agents across the country and globe. • Utilize our strong Compass luxury network to increase exposure to 116 E 61st St GOAL • 116 E 61st St will be highlighted in the October cross regional networking event with our top luxury brokers across the nation. EXECUTION TACTIC 4 NATION-WIDE LUXURY BROKER NETWORKING EVENTS
TACTIC 5 WORKPLACE EXCLUSIVE FEATURED PROPERTY
TACTIC 5 WORKPLACE EXCLUSIVE FEATURED PROPERTY
Leverage a curation of highly targeted global affluent consumer profile lists, with a total net-worth value exceeding $500 billion, for individualized outreach highlighting our most unique properties. LUXURY PROSPECT LISTS 61st St to high-end ed and digital outreach ealth X consumer list nt to luxury prospect lists for116 E 61st St:
TECHNOLOGYWEALTH-MAPPING By29Kutilizing our proprietary wealthmapping technology, the Luxury Division is able to provide a database of comprehensive dossiers on the world’s ultra-high-net-worth individuals. This data enables strategic, direct outreach to the most qualified luxury prospects whose personal interests and lifestyle preferences align with a property’s unique characteristics.45K Total Dossiers profiling individuals with $30M+ networth Total High Net Worth dossiers available through wealth mapping technology Pier LoroLuigiPiana Primary Company Loro Piana Group Estimated Net Worth $1.8B Estimated Liquid Assets $1.3B Age & Date of Birth 67 | December 11, 1951 Residences New York, New York | U.S. Portofino, Liguria | Italy Borgosesia, Piedmont | Italy Interests, Hobbies & Passions Enjoys sailing on 70-meter yacht, named My Song. Enjoys skiing. Loves Jazz music named his yacht after favorite jazz song, My Song by Keith Jarrett. Known Associates Bernard Arnault Antoine Claus-PeterArnaultO fen Paolo MassimoZegnaMossiello
Led by a dedicated, in-house social team, Compass engages qualified audiences every day across five dynamic platforms with editorial content that make luxury listings the star. Annual ImpressionsInstagram 29M Views on Compass YouTube channel 3.4M Total MediaSocialAudience 80M Total Followers Across All Social Platforms 308K • Increase awareness of 116 E 61st St to digital consumers and Compass’ robust network GOAL • Post of 116 E 61st St on CompassNY feed in Septmeber EXECUTION TACTIC 7 COMPASSNY LUXURY HIGHLIGHTS & FEATURED POST
LEONARD STEINBERG’S With a audience of over 20,000 we can feature your luxury
TACTIC 9 LUXURY OPPORTUNITIESADVERTISING A campaign of premium print and digital advertising opportunities to showcase properties in key publications ensures exposure to a targeted audience with meaningful Weimpact.suggest the following advertising opportunities for optimal exposure of your luxury property. • Reach target clientele through national and international luxury advertising opportunities for 116 E 61st St GOAL
TACTICSPRINT
• Full page print ad editorial to highlight 116 E 61st St AUDIENCEEXECUTIONOVERVIEW FULL PAGE PRINT AD DIGESTARCHITECTURAL Through Condé Nast's diverse brand portfolio, your listing will be featured amongst the best in home, luxury, culture, innovation, and global destinations. This advertisement will be distributed hyper-locally in the tri-state area, so your listing will be in front of local, high-net-worth clientele. • 3.1M monthly readers • $5B is what readers spend on home remodeling • 2x is the amount readers are more likely to be home influencers • 343,000 copies distributed in the New York Metro area (NYC, NJ, Long Island, Westchester, and Fairfield), Mid Hudson New York, Northeast New York, and Central/Western New York
AUDIENCE OVERVIEW Through the New York Times your listing will be featured in the largest seven-day newspaper in the U.S. articipate in a shared listing print EXECUTION FULL PAGE PRINT AD NEW YORK TIMES 1 in 3 affluent adults who are c-suite execs 757K have plans to move/relocate in the next year 20% more likely than the average affluent adult $1.03M median household net worth (1.5X higher than the median household net worth in the U.S.)
AUDIENCE OVERVIEW • Run a print ad in the October publication • Participate in a shared listing print ad in October EXECUTION FULL PAGE PRINT AD WALL STREET JOURNAL • 112K NY metro area circulation • 45 average age (62% male, 38% female) • $2.2M average total household net worth The Wall Street Journal reaches active real estate enthusiasts who have the ability to participate in the market.
AUDIENCE OVERVIEW Jetgala is a bi-monthly private aviation-focused lifestyle magazine based in Singapore and distributed across Asia Pacific. The magazine serves as a source of news for aviation enthusiasts as well as the ultra-affluent, highlighting Luxury brands. Jetgala can be found in private jet passenger lounges across the greater Asia Pacific region, as well as luxury hotels, and in the hands of its 2K ultra-HNW subscribers. • Run a 2 month full page ad in the X or X editions EXECUTION FULL PAGE PRINT AD JETGALA MAGAZINE • Asia-Pacific audience • 66% ASEAN Singapore, Malaysia, Thailand, Vietnam, Philippines, Indonesia, Brunei • 20% Greater China • 33K+ mailing list of ultra-high net worth personalities including celebrities, politicians & top military
TACTICSDIGITAL
E 61st St property video and hightography, we will create customized ads in Facebook and Instagram for our targeted luxury consumer DIGITAL LISTING AD TARGETED SOCIAL MEDIA ADS Compass Digital Ads for Facebook is the quickest way to launch optimized Facebook and Instagram ad campaigns to promote your listings to a wide audience. EXECUTION
• Using 116 E 61st St property video and high-resolution photography, we will create customized ads in Facebook and Instagram for our targeted luxury consumer EXECUTION DIGITAL LISTING AD TARGETED SOCIAL MEDIA ADS Compass Digital Ads for Facebook is the quickest way to launch optimized Facebook and Instagram ad campaigns to promote your listings to a wide audience. Click To
• Run a month-to-month campaign through Lead Gen for 116 E 61st St to be featured on popular high net worth consumer websites EXECUTION DIGITAL LISTING AD LEAD GEN TARGETED DISPLAY ADS Target up to 6 locations where affluent residents congregate (0.10 mile radius of social clubs, private schools, spas), as well as serving banner ads to those with a passive interest in Real Estate. Ads will be delivered to matched devices while they’re browsing top-tier media . Some of these sites your listing will appear on include, CNN, New York Times, Wall Street Journal, Forbes and more! REACH • 262K average zip impressions • 420 average zip clicks • 0.16% average zip click-through-rate • 4K average geo-fenced impressions • 90 Average geo-fenced clicks • 2.25% average geo-fenced click-through-rate
• Advertise 116 E 61st St in the featured Properties section EXECUTION Leverage Financial Times’ search results pages with top-of-page alignment showcasing your premium listing. DIGITAL LISTING AD FINANCIAL TIMES REACH • Global Reach • 164K Monthly Unique Visitors • $2.1M Net Worth • Male 83% Female 17% • Distribution: 55% Europe, 26% Americas, 19% Asia
DIGITAL PARTNERSHIP LIST GLOBALLY ListGlobally is our new syndication partner that promotes properties worldwide through a global network of portals that reaches millions of potential buyers. Listings are published across ListGlobally’s Premium network of up to 100 portals in 60 countries. All listings will be elevated in placement for increased exposure portals, which reach over 160 million monthly consumer visitors. Top portals include: • #1 portal in China – Anjuke.com • #2 portal in China – Fang.com • #1 portal in Australia – RealEstate.com.au • #1 portal in India – 99acres.com • #1 portal in Italy – Immobiliare.it • #1 portal in Turkey – hurriyetemlak.com
OUTDOORTACTICS
Participate in Digital out-of-home advertising campaign with LinkNYC to interact with the audience who live in the UES/ Lennox Hill. Out-of-home advertising is a strong advertising channel that grasps the attention of 91% of commuters ages 16+. Nearly 5 in 10 adults access an online search engine to learn more about these ads. LinkNYC’s high-resolution LED displays are the perfect platform to reach modern consumers.•Placea Kiosk ad near the property to target the audience looking to buy in this neighborhood • Include a QR code so pedestrians walking by can scan and learn more about the listing OUTDOOR ADVERTISING KIOSKEXECUTION
Our real estate sign engages prospective buyers and surfaces the most resonant information regarding your listing. • Place a sign in front of 116 E 61st St OUTDOOR ADVERTISING EXECUTIONSIGNAGE
