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

Targeted ads suggest Downtown Brooklyn, Jersey City as alternatives

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
(Getty)
Here’s where the lawsuits challenging NY’s 2019 rent law stand
Here’s where the lawsuits challenging NY’s 2019 rent law stand
Steven Mnuchin and 740 Park Avenue (Getty, Google Maps)
Steven Mnuchin’s $26M home finally finds a buyer
Steven Mnuchin’s $26M home finally finds a buyer
Robert Millard and 9 East 88th Street (MIT Corp, Google Maps)
Former Lehman exec lists Carnegie Hill mansion for $38M
Former Lehman exec lists Carnegie Hill mansion for $38M
April’s occupancy levels climbed to 61.6 percent, above March’s 60.9 percent. (iStock)
Demand for short-term rentals surges past pre-pandemic levels
Demand for short-term rentals surges past pre-pandemic levels
Cape Cod and the Jersey Shore suffered among the sharpest inventory declines. (iStock)
Here’s where homes virtually sold out in the pandemic
Here’s where homes virtually sold out in the pandemic
1384 Meadow Lane
The 20 priciest Hamptons sales this year
The 20 priciest Hamptons sales this year
Airbnb CEO Brian Chesky. (Airbnb, Getty)
Airbnb’s losing spree continues with $1B loss in Q1
Airbnb’s losing spree continues with $1B loss in Q1
Madison Realty principal Josh Zegen, Raphael Toledano with the properties at 325-329 East 12th Street and 223-235 East 5th Street (Madison Realty, Google Maps, Toledano by Michael McWeeney)
Madison Realty Capital closes on Toledano’s bankrupt East Village portfolio
Madison Realty Capital closes on Toledano’s bankrupt East Village 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...