Kurland Sasson Brochure

8/7/2019 Kurland Sasson Brochure

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KURLAND|SASSONMarketing Group

Dear Developer/Owner,

Thank you for this opportunity to introduce Kurland/Sasson Development MarketingGroup as your potential marketing partner.

Kurland/Sasson has over 30 years experience with development and marketing of realestate projects in New York City. We are uniquely positioned to bring you ourinnovative, successful, services, at the value pricing the current markets demand.

We create, and implement, customized, comprehensive, development and marketingprograms, specifically designed to capitalize on your strengths, and overcomechallenges unique to your project. Our unparalleled ability to join all the components of

the project, combined with our successful marketing programs produce the highestR.O.I. possible. Period.Kurland/Sassons progressive marketing currently has a reach of over 15 million+successfully convert those many shoppers to closed deals for your properties.The following pages will describe in detail how Kurland/Sasson will assist you indeveloping and marketing your project with extraordinary results. We welcome the in person. Please feel free to call us at212-500-1900 or 917-689-1760 with any questions.

Thank you again. We look forward to meeting with you.

Sincerely,

Kevin M. KurlandJan SassonPrincipals, Kurland/Sasson Development Marketing


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Table of Contents

Overview . 3

From Concept to Construct. 4

5

.. 6

. 8

The Kurland/Sasson S... 12

. 13

Our Services. 15

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Our Development Projects.. 17


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OVERVIEW

Kurland/Sasson Development Marketing Group is your expert every step of the way.From conception to fulfillment, we specialize in knowledgeable, progressive design,construction and marketing for new, restored, residential and commercial properties.

We combine proven marketing methods with local ingenuity to target, promote and sellor rent your property. Below is an overview of the Kurland/Sasson advantage.

Experience, Diligence, and Agility Our principals are graduates of largeexperience, the only conclusion is: Regarding real estate development,boutique is better. The assembly line approach large firms have to developingmany junior sales associates as the face of the project. Ultimately, as with mostcorporations, efficiency is sacrificed.

Value, Value, Value Our specialized full service firm is designed for optimumefficiency and minimal overhead. Combined with our ability to group development& marketing services, we can offer you valuepricing, this will lower your costs,and give you more pricing flexibility, ultimately passing on increased VALUE toyour clients, and maximum ROI to you.


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From Concept to Construct

Creating the Dream Once your site is in place the design begins. Our many years ofexperience and a keen design sense will help you avoid the pitfalls of inefficient floor-

plans, ineffective designs, and the wrong composition for the neighborhood or the times.Kurland/Sasson is always abreast of the latest trends in both utility and fashion, but theexperience to understand which of those trends will create the most value and be themost enduring is key.

Making the Baby Many times the success ofa project is determined when that first twinkleof an idea starts to form. Kurland/Sasson isright there to help guide you. We maximize

your site selection with expert zoning, density,and envelope knowledge, as well asneighborhood data that will affect floor-plans,room counts, composition, design and price.We know your client for a particular area andeconomic condition. We are your guide tobuilding a project tailor made for yourdemographic.

The Offering Plan-Crunching theNumbers Cost is probably the #1concern for you, as the developer andthe client as well. Our team will assist youwith the budgets that will ultimatelydetermine carrying charges, N.O.I. andguide the amenities package and valuethem against the cost.

Design, Finishes and AmenitiesThe aesthetic appeal and amenitiespackage are just behind price and sizeaccording to the consumer. We are yourdesign mavens and price gurus as well.break the bank. We combine certain

elements, carefully source materials, andmatch the most valuable amenities foryour demographic, resulting in a higherperceived value compared to otherproperties on the market.


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From Construct to Closing

Preparing to Market the Baby Well before the construction is completed,Kurland/ Sasson is hard at work. The right preparation is critical to overallsuccess evaluating competition and market dynamics, developing pricing

strategy, comprehensive marketing, and partnering with financial and otherrelated professionals to insure fulfillment. Some of the pre-marketing includes:

Designing model apartments

Building a web presence

Marketing collateral pieces

Partnering with financial institutions

Partnering with fulfillment services and local businesses

Creating a widespread buzz

Compiling a waitlist

T

A Simple Plan Now that we are ready to market your property we employ a verysimple tried and true philosophy:

1) Acquire the client 2) Retain the client 3) Close the client

A Simple plan with focus


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How Kurland/Sasson Implements the Success Program

Strategic Positioning We help establish your propertys image/identity in thecommunity. We create a culture of neighborhood participation, special events,publicity, and charity functions, as well as online social networking, blogging, andmore A Kurland/Sasson building is THE place to live!!

Global Reach Kurland/Sasson maximizes your exposure to target clients; wespecialize in website specific channels and SEO keyword links. With 100s of webpartners, your property will reach tens of millions of prospective buyers globallyeach month.

Effective Client Acquisition Our marketing strategies will attract thousands ofpotential clients to your property. Not only do we target, pull, and pre-qualifypotential clients, we provide detailed matching with your offerings. Ouracquisition expertise dramatically increases close rate.

Personalized Presentation We offer in-depth buyer assessments, one-on-onepresentations, and even personal transport. We more effectively showcase yourproperty to the right prospects, at the right time, in the right manner. Weguarantee 24/7 accessibility, ensuring every prospect is fully served.Kurland/Sasson believes that one on one personalized tours help buildrelationships with clients allowing us to assess their needs and goals as well asleave a lasting impression on them.


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Feedback they willhave seen dozens of other properties and are keenly aware of which is the bestvalue. Every client and participating broker is given our customizedfeedback/comment form. This instant info is critical to adjusting marketing

strategies on the go!

Client Retention Clients will see dozens of properties before making a finaldecision. We closely monitor their progress and provide incentive programs tokeep them coming back. Your property will remain on the top of their minds untilthey have purchased.

Skilled Negotiation This is the most delicate time in every real estatetransaction where even the slightest misstep can kill a deal here, there is nosubstitute for experience. Our principals have over 30 years negotiatingthousands of real estate deals and will be on hand for all negotiations on your

property.

Signing the Contract So far everything hasgone right.Now that there is an agreement,time is your biggest enemy - time for thebuyer to change his mind, time for the buyerto stumble across another property, time tonotice a price reduction somewhere else.SPEED and ACCURACY are the orders ofthe day. We work closely with your attorneysto set up a system so we have the contractand all necessary documents online or inprint, in front of the buyer within minutes. Wemake ourselves available to answer anyquestions and concerns the buyer may have. They are buying or renting yourbaby, and it will become their baby a huge commitment, and we are acutelysensitive to these facts.

The Wait Much can happenduring the period between a signed contract andclosing. We keep your buyers/renters up to date through our online building newsletter and periodic events.

Closing Day/Lease Signing Kurland/Sasson keeps a constant eye on thepaperwork and the progression to closing/lease signing. We follow up on allparties to make sure everyone is ready for the closing so it goes smoothly.


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Moving In and Ongoing Client Service There will always be some issues whenclients are moving into a new building. Kurland/Sasson coordinates an orderlymove in schedule, and is your liaison to any client concerns that may arise. Manytimes our own team of craftsman and contractors can fix issues and enhance theexperience for your clients. The goal is that everyone is happy and the client and

you, the developer, remain on the same team.

The Marketing Campaign Kurland/Sasson employs many different marketingstrategies, some tried and true, some more cutting edge. The secret to successhowever is how these strategies are integrated into ourvertical marketing programto maximize the effectiveness of each component.

The Sales Office Onsite or off, thefirst impression is everything. Our designers createan appealing environment that reflects the energy and style of the building. It becomes

a comfortable place where clients can immediately feel at home. They will feel welcomeand be encouraged to take their time browsing our multi-media presentations and modelapartments.


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Property Advertising

Web Marketing / SEO Our web marketing currently has a reach well in excess of15MM visitors per month. By creating a state-of-the-art website for your propertywith vigilant SEO, expert copywriting, professional photography, and floor plans,we give you the web presence you need to be effective. When we add ourdozens of web marketing partners, hundreds of real estate partners, and with theintegration of our editorial, cooperate, social and direct marketing, we can safely

say that everyone who may be interested in your property will know about it.

Editorial Marketing Press releases to public relations. Your property is news!And we will make sure it gets widespread press and editorial coverage itdeserves.

Direct Mail Professional full-color flyers totarget neighborhoods, ensuring that ourexclusive properties get the attention theydeserve.

Corporate Marketing Through diligentuse of our relocation department we havea large presence on the intranets of manyof the largest NY corporations.Kurland/Sasson leverages this presence tomarket directly to our largest potentialclient base.


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Broker Participation We invite and encourage the participation of over 20,000agents in the community. Through various incentive programs we keep up the

interest so brokers feel welcome and are eager tobring their clients again and again.

Print Collateral We create beautifully-crafted,full-color brochures for our clients properties,providing buyers with information and enticement.Smart copy and striking photography accentuatestrengths and make your offerings as engaging asthey are unforgettable.

Not JUST Open Houses We promotefun andexciting events. Go online and you will seehundreds of open house advertisements, somany, its hard to stand out from the crowd.Kurland/Sasson makes it a happening! Whetherits a wine tasting, a book signing, cupcake party,or maybe a screening of Rocky Horror, there salways something going on at a Kurland/Sassonopen house event.

Social Marketing Amajor component ofour marketing andclient retentionstrategies is socialmarketing. Wesponsor events that raise awareness, and show thebuilding in a positive light. Socially conscious charityfunctions, artopenings, neighborhood tasting and wine parties,raffles, community events, these are just some ofthe successful tools that bring together potentialbuyers with the community, as well as providing theopportunity for them to interact with our currentbuyers who become our best cheerleaders.Facebook and Twitter have become easy entreinto this world augmenting our widespreadrelationships with charities, and galleries.


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Client Retention Strategies One of the most important aspects of a successfulmarketing program is client retention. A potential buyer may look at 40 or moreapartments before making a decision. Keeping your project at the top of their listis paramount. We stay in close contact with everyone who as passes throughour doors - they become part of our social network with invitations to events, our

partner discounts and special incentives that are time sensitive that make theirpurchase easier or more affordable (legal or bank special discounts, free moving,raffles, etc). In short, if they are on the fence we are there to carry them over toour side!

Outdoor Media Billboards serve several purposes. They raise awareness, givecritical information, and add credibility to the project. It is most effective in avertical media campaign, where it serves to reinforce other, more directadvertising.

Television/Entertainment Media The rise of cable TV has provided a morefocused tool for marketing real estate - here editorial is effective as well. Movietheater adverts have become more accepted and provides interestingopportunities. Creating a spot with some wit and entertainment value willgenerate great buzz and able us to position your project.

A word about Green/LEED LEED is an internationally recognized greenbuilding certification system, providing third-party verification that a building orcommunity was designed and built using strategies aimed at improvingperformance across all the metrics that matter most: energy savings, waterefficiency, CO2 emissions reduction, improved indoor environmental quality, andstewardship of resources and sensitivity to their impacts.

We recognize the importance of using LEED certifications. These certificationsencompass a wide variety of components that may be applicable to your project.Kurland/Sasson can help weigh the costs, future savings, and environmentalimpact of these components to maximize the consumers value perception.


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About The Kurland/Sasson Partnership Kevin Kurland and Jan Sasson met manyyears ago when they both worked at a large real estate firm. They quickly developed a

friendship and a mutual respectfor each other. Soon each wenttheir separate ways, launchingtheir own real estate firms.They stayed in touch over theaconversation earlier this yearthat they realized they bothshared a singular vision.

Ironically though, they hadapproached that vision fromopposite ends. Kurlanddeveloped and trained anexpert team of sales, marketing

and administrative professionals. He built a strong reputation in the rental and condomarkets, while always keeping an eye towards expanding into development projects.Sasson focused specifically on property development. Making use of his management,design, construction, and unique marketing skills, Sasson had the concept, design andbuild in place but needed a seasoned sales team to expand. Kurland had that team inplace but needed a development expert.

Shortly thereafter Kurland/Sasson was founded. The company gives new meaning tofull service. Our team is there from concept to fulfillment with a unique ability to viewthe whole picture and cover every detail. Every aspect of a development project isinterdependent on the others. Kurland/Sasson introduces a fluidity that has never beforebeen offered in our industry.


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Our Team

Kevin M. Kurland, Founder and Principal Kevin founded Kurland Realty in 1997,quickly making an impact in the rental market with major landlords such as PanAmEquitiesand Manhattan Skylinebefore turning his attention to co-ops, condos and new

developments. As the principal of Kurland Realty for the past 12 years, Kevin hasclosed and overseen thousands of sale, rental and commercial transactions inManhattan and Brooklyn. Kevin, an active member of REBNY, has lectured at SUNYAlbany, New York Real Estate Institute, and The Real Estate Academy, among others.Kevin is a graduate of Syracuse University School of Management.

Jan Sasson, Founder and Principal Jan Sasson has beenfixture in downtown Manhattan real estate as a businessman,broker, developer, and resident for over 30 years.Specializing in pioneering new neighborhoods, Mr. Sassonfirst ventured into Noho in the eighties, Chinatown, and the

Bowery below Houston shortly thereafter. He has beencredited with coining the phrase BOHO. Most recently he soldout a very successful condo project in midtown west, whichthe neighborhood was appropriately marketed as the. His focus has always been Exclusive OwnerRepresentation, Assisting owners and developers with thedesign and marketing of single and, multi unit condominium,coop, and loft buildings. Before founding E Property Group in1998, he gained invaluable experience on his own, andworking with several of New Yorks largest real estate firms. Mr. Sasson has an ongoingconsulting relationship with Hilton International Hotels, focusing on new development

opportunities.

E Property group has taken those large firm organizational, and marketing skills, andblended them with the personalized, focused service that has been his trademark sincehis first business venture in 1978. We are dedicated to success through hard work,innovation, experience, skill and very, very high ethical standards.


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Mark Weinstock, Senior Vice President, Sales and New Developments Mark is ourChelsea specialist and overall leadagent. His work at Slate Condominium,Chelsea Lane, Atelier, and 29thParkMadisonis a virtualcase study in how to

market and sell property efficiently. Markhas been a sales director for severalrenowned home dcor firms and hasdegree from the State University of NewYork at Saratoga Springs.

Debbie Portnoy, Vice President SalesA University of Pennsylvania graduate,Debbie brings a solid background in market research, financial risk management and

runaway success in the rental market opened the door to condos and sales, andultimately a top Kurland post. Debbie is a rich source of specialized experience with arecord of extraordinary results.

Curtis Nixon, Assistant Vice President, Marketing and Sales Curtis, a native Texan,brings 27 years of Madison Avenue experience to the Kurland family, having worked onsome of the most well-known advertising campaigns in the US. With a BA in Designfrom the University of Texas, Curtis has an eye for architectural detail and a remarkable

ability to manage our marketing programs.

Eric Kurland, Chief Technology Officer Eric bringstwo decades of information technology talent toKurland/Sasson. He is responsible for the Kurlandwebsite and Kurland Administration System, creatingrobust programs that streamline our business andkeeps us at the forefront of technology innovation. EricManagement.

Damon Young, Marketing Consultantbecome one with his target allows him to powerfully communicate our marketingmessages for desired impact. Damon brings a varied marketing background inpackaged goods, multi-family housing, and point-of-sale software systems, amongothers. Damon is a graduate of S.I. Newhouse School of Public Communications atSyracuse.


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Kurland/SassonServices:

Project analysis

Site selection and procurement

Zoning analysis

Room count and compositionanalysis

Building and floor plan design

Architectural consulting Contractor and supplier sourcing

Bid specification consulting

Construction management

Offering plan consulting

Pricing strategies

Budget and share allocation

Interior design

Staging / model design

Marketing sales and rentals

Fulfillment services

Ongoing client service Property management

Our Clients:

ANGEL GROUP

BLDG MANAGEMENT, CO.

EMMUT PROPERTIES

HAKIMIAN

HARLINGTON

IVIZ

JONIS

KIBEL MACKLOWE PROPERTIES

MAGNUM MANAGEMENT, LLC

MANHATTAN SKYLINE

MILFORD MANAGEMENT

MOINIAN

OGDEN CAP PROPERTIES, LLC

OLNICK

PAN AM EQUITIES

PAN BROS.

REGAL INVESTMENTS, INC

RELATED ROE

ROSE ASSOCIATES

ROCKROSE


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Kurland/Sasson Development Projects:

467 Keap St In Development 2011

Exclusive marketing & sales agent, interior design75,000sf 56 residential condominiums

1163 Lexington Ave In Development 2013Exclusive marketing & sales agent, interior design75,000sf 56 residential condominiums

379 Broome In Development 2012Exclusive marketing & sales agent, developer, designer

30,000sf new construction mixed-use condo building

196 Bowery In Development 2010Exclusive marketing & sales agent, design consultant15,000sf mixed-use luxury rentals

331-337 Broome In Development 2013Exclusive marketing & sales agent, design consultant, project manager45,000sf new construction mixed-use condo building

125-129 Chrystie St In Development 2012Developer, excl marketing & sales agent, design consultant35,000sf mixed-use condo development

502 9th Ave Sold OutExclusive marketing & sales agent, interior design, construction management35,000sf new construction, 36 residential condominiums w/ retail

182 Mulberry St Sold OutExclusive marketing & sales agent, interior design consultant15,000sf new construction mixed-use Residential condominiums


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153 Bowery Sold OutExclusive marketing & sales agent, interior design consultant12,000sf mixed-use six residential condominiums,one commercial, one retail store

193 Bowery Sold OutExclusive marketing & sales agent10,000sf mixed-use building

202 Bowery Sold OutExclusive marketing & sales agent, design consultant15,000sf mixed-use seven condominiums

195 Classon Ave Sold Out

Exclusive marketing & sales agent, interior design consultant12,000sf new construction residential condominiums

Rental Developments

331-337 Broome Fully LeasedExclusive marketing & sales agent, designer consultant, project mgr23,000sf renovation mixed-use loft rentals

203-205 North 8th St In Development 2010Exclusive marketing & sales agent, interior design consultant30,000sf new construction residential rentals w/ retail

226 Bowery Fully LeasedExclusive marketing & sales agent,interior design consultant40,000sf new construction high end mixed-use rental building

87 Bowery Fully LeasedExclusive marketing & sales agent, interior design consultant20,000sf new mixed-use rental building

162-166 Bowery Fully LeasedExclusive marketing & sales agent, design consultant15,000sf rental building renovation

Kurland Sasson Brochure

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