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NYC: Quick Luxury Lease-Up

National Multifamily

It took Heller Org's Adam Heller and team just nine months to lease up the 351 units across four connected towers at Halcyon Management's 101 Bedford, Williamsburg's largest luxury rental. And that was with minimal incentives (just paying brokerage fees for a few winter months). Heller could have leased the units just fine (each tower was released two month apart) without the “sick amenity package” (sick is a good thing in Millennial vernacular), Adam says, considering the condo finishes, location next to McCarren Park, and crazy views of the Manhattan skyline.


But the remarkably low number of units coming up for renewal a year in tell him the 50k SF of amenities was worth it for Halcyon. What residents get: pool (four skylights), hot tub, steam room, music and video recording room, PGA golf simulator, wine-tasting room, courtyard, 29-seat movie theater, dog-washing station, game room, business center, library, parking, roof deck with a mini beach, cold storage, on-site ATMs, and fitness center with spin, Pilates, and yoga classes. Other cities, take note. New York luxury amenities usually reverberate around the county, like the latest trends in Paris post-Fashion Week.