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
(iStock/Illustration by Kevin Rebong for The Real Deal)
Existing home sales hit 15-year high in 2021
Existing home sales hit 15-year high in 2021
Joseph Tsai, executive vice chairman, Alibaba (Getty Images, LoopNet, iStock)
Office behind Joseph Tsai revealed as buyer in 220 Central Park South megadeal
Office behind Joseph Tsai revealed as buyer in 220 Central Park South megadeal
1107 Fifth Avenue and Richard Eisner (CityRealty, The New Jewish Home)
EisnerAmper co-founder sells Carnegie Hill co-op for $35M
EisnerAmper co-founder sells Carnegie Hill co-op for $35M
A photo illustration of Vishal Garg, chief executive officer, Better.com (Better.com, iStock)
Better.com CEO returns to role after Zoom layoffs controversy
Better.com CEO returns to role after Zoom layoffs controversy
(iStock/Illustration by Steven Dilakian for The Real Deal)
Black mortgage applicants’ rejection disparity surges
Black mortgage applicants’ rejection disparity surges
Redfin CEO Glenn Kelman (Redfin, iStock)
Service divide at forefront of Redfin discrimination suit
Service divide at forefront of Redfin discrimination suit
Milo Founder and CEO Josip Rupena (iStock, Milo Credit)
Crypto-rich but can’t buy a home? Now you can
Crypto-rich but can’t buy a home? Now you can
Side's Guy Gal and John Wollberg
Brown Harris Stevens defector kicks off Side’s entrance into New York
Brown Harris Stevens defector kicks off Side’s entrance into New York
arrow_forward_ios

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

Loading...