We’re cool, too! Marketers target Williamsburg residents ahead of L train shutdown

Targeted ads suggest Downtown Brooklyn, Jersey City as alternatives

TRD New York /
Oct.October 19, 2017 10:00 AM

With the looming L train shutdown, landlords are trying to lure Williamsburg residents to other parts of Brooklyn and even New Jersey.

The hashtag #Williamsburg (perhaps sneakily) on Instagram brings up pictures of TF Cornerstone’s 33 Bond Street, a new apartment building in Downtown Brooklyn. Paid links show prospective tenants searching for Williamsburg rentals listings of apartments at the Offerman House, another apartment building in Downtown Brooklyn, or the apartment building Journal Squared in Jersey City, the Wall Street Journal reported.

The L train is slated to temporarily shut down in the spring of 2019 and is expected to last 15 months. Marketers are targeting neighborhoods along the train’s line ahead of the service shutdown in hopes that residents will ditch Williamsburg for another transit-friendly area.

“As articles of the impending shutdown appeared, we started advertising and targeting people in the neighborhood along the L line in buildings similar to ours,” Matthew Berenson, a vice president at the Gotham Organization, which is renting out the Ashland in Fort Greene, told the Journal.

Industry experts told The Real Deal in March 2016 that the train line’s shutdown shouldn’t have a long-term impact on rents or sales. [WSJ] — Kathryn Brenzel 


Related Articles

arrow_forward_ios
Red Apple Group’s John Catsimatidis and Muss Development’s Jason Muss (Getty; iStock)

Four Brooklyn landlords accused of illegally inflating rents

Four Brooklyn landlords accused of illegally inflating rents
A study found that NYC renters lose $178M per year due to long-term rentals being reallocated to the short-term market (Getty; Pixabay)

Airbnb costs New York City renters $178M a year: study

Airbnb costs New York City renters $178M a year: study
111 West 57th (Photo via FDNY Twitter)

Spinning crane at 111 West 57th Street casts debris on street

Spinning crane at 111 West 57th Street casts debris on street
Caliber Home Loans CEO Sanjiv Das and AmeriHome CEO Jim Furash (Photos via Caliber Home Loans; AmeriHome; iStock)

Two mortgage companies delay IPOs amid market volatility

Two mortgage companies delay IPOs amid market volatility
Denizen Bushwick at 54 Noll Street (Photos via Denizen Bushwick)

All Year nears $650M financing for Bushwick luxury rentals

All Year nears $650M financing for Bushwick luxury rentals
The decline in contract activity may signal a drop in sales in the coming months (iStock)

Pending homes sales dipped in September

Pending homes sales dipped in September
(Getty, iStock)

Refinancings drove up home mortgage apps last week

Refinancings drove up home mortgage apps last week
40 East 72nd Street and Spiros and Antonia Milonas  (Getty; Google Maps)

Under water: Shipping magnate’s troubled UES condo is bankrupt

Under water: Shipping magnate’s troubled UES condo is bankrupt
arrow_forward_ios

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

Loading...