Kaufman Organization launches dynamic “residential-style” websites for commercial buildings

TRD New York /
Jan.January 02, 2013 09:00 AM

Commercial real estate firms have only recently begun to abandon the marketing brochure for a social media presence, but it was only a matter of time before competition for tech tenants, among other factors, pushed commercial building owners to launch flashy websites reminiscent of their residential cousins. The New York Times reported that the Kaufman Organization has recently launched stylish standalone websites — featuring animation, exuberant language and videos — for two of its properties.

“Lunches with brokers is an old-school way of getting your message out,” said Grant Greenspan, a broker and principal at the Kaufman Organization, which has set up websites for 100-104 Fifth Avenue and 550 Seventh Avenue. But, he added, “it’s only as good as the group of brokers who you perceive to have the clients.”

The website for 100-104 Fifth Avenue, a pair of joined buildings near Union Square co-owned by Invesco Real Estate, chronicles a $15 million two-year renovation, which took place after the developers bought the bankrupt property in 2010 for $94 million; the site features a colorful, animated timeline. The renovation added a fire safety system, six elevators and redesigned a pair of lobbies.

The Kaufman Organization gives the new website credit for helping the 270,000-square-foot building reach 98 percent occupancy.

Kaufman’s website for 550 Seventh Avenue, which Kaufman manages for the Adler Group, is being used to rebrand the 12-story building in the Garment District, where tech firms are rapidly replacing the neighborhoods historic fashion tenants. [NYT] —Christopher Cameron 


Related Articles

arrow_forward_ios
56 West 22nd Street and Michael Kasmierski (Credit: Google Maps)

Kaufman, AXA make $50M Midtown South buy

Kaufman, AXA make $50M Midtown South buy
40 West 25th Street and Kaufman Organization's Michael Kazmierski (Credit: Google Maps and Kaufman)

Unizo strikes deal to sell one of its last New York properties

Unizo strikes deal to sell one of its last New York properties
From left: Brookfield's Ric Clark, 3333 Broadway and L+M's Ron Moelis (Credit: Brookfield, L+M, StreetEasy)

L+M, Invesco close on Putnam portfolio with $823M in Wells Fargo financing

L+M, Invesco close on Putnam portfolio with $823M in Wells Fargo financing
130 Prince Street

Madison Capital buys Soho building for $206M

Madison Capital buys Soho building for $206M
Michael Kazmierski and 19 West 24th Street (Credit Kaufman Organization and Google Maps)

Kaufman Org lands $120M refinancing for Madison Square portfolio

Kaufman Org lands $120M refinancing for Madison Square portfolio
SL Green buys majority stake in $440M Hudson Yards-area building

SL Green buys majority stake in $440M Hudson Yards-area building

SL Green buys majority stake in $440M Hudson Yards-area building
Kaufman Org hires industry veteran Jeff Rosenblatt

Kaufman Org hires industry veteran
Jeff Rosenblatt

Kaufman Org hires industry veteran
Jeff Rosenblatt
Invesco buying 80% stake in $760M AvalonBay portfolio

Invesco buying 80% stake in $760M AvalonBay portfolio

Invesco buying 80% stake in $760M AvalonBay portfolio
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...