W C A D O L O O
FOR YOUR CONSIDERATION THE KATZ FAMILY
The Essex House Residence
Photographed By Michael Kleinberg
THE TWENTY-NINTH FLOOR
The realm of luxury real estate in New York City is marked by many exceptional properties, but every so often, a unique offering comes along that merits its own brand – a distinct identity that speaks to its rarity. This listing proposal represents the unprecedented opportunity to own the entire twenty-ninth floor at the iconic Essex House on Central Park South.
BI-COASTAL LAUNCH STRATEGY
New York City - Los Angeles
With boutique, real estate brokerage presence in both New York City and Beverly Hills, Carolwood Estates presents a curated marketing and public relations strategy to be deployed simultaneously in both markets. This approach leverages the cultural and financial “tether” between our nation’s top two markets, creates an exponential footprint, and enables maximum exposure for your property.
I. Custom Branding
COLOR PALETTE.
Every minute detail contributes to the narrative of the exclusivity of this offering. Our marketing team will create a custom palette of Pantone colors setting the foundation of our marketing efforts. The palette would have primary colors and secondary colors that tie in the Essex House’s existing gold, red, and warm tones referencing the heritage of the historic property.
CUSTOM LOGO.
An original visual graphic to represent the peerless opportunity. (mockups)
THE 29TH FLOOR
The property website is not simply a digital brochure, but an integrated component of our national marketing ecosystem. Coded within your website will lie a pixel that’s seamlessly connected to a series of digital ads garnering millions of impressions based on our targeting strategy ensuring we reach prospective buyers who have shown interest in similar properties. This pixel allows us to track, analyze, and optimize our advertising efforts, guaranteeing that we consistently engage with your target audience in meaningful ways. Furthermore, the contact form on your website serves as a pivotal point in our lead generation strategy. As potential buyers engage with our various marketing tactics across platforms, they are invariably guided to this portal, capturing their details and ensuring that no opportunity is missed.
This integration streamlines our efforts, making certain that every interaction amplifies interest, culminating in concrete inquiries.
II. Professional Videography
Our team has an exclusive list of award-winning photographers and videographers. We will capture exterior drone footage to best present the building’s presence in relation to the exclusive surrounding neighborhood in addition to the interior photography.
III. Architecture and Renderings
To optimally position the property, Carolwood will engage one of New York City’s top architect/designer firms to reimagine the entire floor. Still renderings will transform the existing configuration into the only true “floor-through” residence in the Essex House. This will give prospective buyers an immersive experience of what could be...
Existing Floorplan
Floor-Through Floorplan
IV. Design and Staging
Our team will design a neutral, welcoming environment to evoke an emotional connection with prospective buyers. The minimalistic interior plan will contrast the jaw-dropping, front-row Central Park views yet leave room for each prospective buyer’s inspiration.
V. Digital Marketing | NY and LA
• CUSTOM EBLASTS TO INTERNATIONAL DATABASE
• DIGITAL ADS: GOOGLE DISPLAY ADS, PPC KEYWORD ADS, YOUTUBE ADS, STREETEASY AND ZILLOW ADS
DIGITAL AD TARGETING STRATEGIES: LOCATION BASED, GEOFENCING, CRM TARGETING, LOOKALIKE AUDIENCE TARGETING, INTERNATIONAL TARGETING,
WEALTH X DATABASE TARGETING: Analysis of information from wealth-mapping technology powers our ability to develop data-driven buyer profiles to which property sales and marketing efforts are tailored for maximum exposure and efficiency.
Example Dossier
The buyer exists in a pool of fewer than 5,000 ultra-high-net-worth individuals worldwide with a net worth of at least $200 million. Due to the price point and market conditions, the buyer will almost certainly be an end user.
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
Fan of quality Italian food. Enjoys sailing on 70-meter yacht, named My Song.
Main Lobby At The Essex House Residence
Sample Dossier - Pier Luigi Loro Piana
V. Digital Marketing (continued)
SOCIAL MEDIA AND WEB PRESENCE.
CAROLWOOD - 31.6K FOLLOWERS AND 1.2M + ANNUAL SITE VISITS
NY TIMES - 10M PAID SUBSCRIBERS ONLINE AND PRINT
LUXURY LISTINGS - 3.5M FOLLOWERS
LEVERAGE GLOBAL PARTNERS - 15.6K FOLLOWERS AND 629M+
TOTAL NETWORK MONTHLY PAGE VIEWS
WALL STREET JOURNAL - 178.6M MONTHLY PAGE VIEWS
FINANCIAL TIMES - 11.3M MONTHLY PAGE VIEWS
NY POST - 75M+ MONTHLY UNIQUE VISITORS
VI. Print Ads | NY and LA
• CUSTOM FLYERS
• CUSTOM BROCHURE
• CUSTOM PHOTOBOOK
• PRINT ADS:
NY TIMES
LA TIMES
CURBED
CRAIN’S NY
MANSION GLOBAL
ROBB REPORT
VII. PR | NY and LA
Our in-house team boasts over 20 years of experience working directly with the heads of all the major real estate news outlets in the U.S. and abroad. We will introduce your property to our network of editors and journalists along with our affiliate team at Global Partners. This team sources editorial opportunities for their members and works on our behalf to pitch news-worthy properties to the press.
VIII. VIP Top Broker Private Preview
An invitation only event for New York’s elite real estate brokers to experience the property prior to its public listing.
IX.
Launch Event
A highly curated launch party held at the Essex House’s new, premier restaurant, Bourbon Steak hosted in collaboration with Chef Michael Mina. Invitations will be extended to our celebrity and ultra high-net worth individuals clients, top press outlets as well as a veritable who’s who of New York City. Included will be custom property-branded marketing materials and gift bags.
X. Post Launch
From the moment we launch your listing, our team provides clear and transparent communication in the form of activity reports with instructive feedback from prospective buyers and other brokers in addition to our own ongoing market analysis. It’s a continual process of updating and refining. So you always know where we stand and where we’re going – until the day you close.
• ONGOING CAMPAIGNS
• MARKETING REPORTS
Bourbon Steak Restaurant located at The Essex House
OUR BROKERAGE
BROKERAGE
#1
Carolwood Estates ranked as the #1 Boutique Brokerage across Los Angeles in Real Trends’ 2024 List.
$2B
Carolwood Estates currently represents ~$2 Billion in luxury inventory including Casa Encantada, the Manor, and Cher’s Malibu villa.
$3B
Carolwood Estates is projected to close $3 Billion in total sales volume for 2024.
164
Our roster is comprised of 164 elite agents representing both residential and commercial in New York, Beverly Hills, Montecito, and Newport Beach.
