Situation
As tenant expectations continue to evolve, aligning leasing strategy with real-time market demand has become essential. An institutional ownership group sought to position a large-scale mixed-use property in Midtown Manhattan as a premier destination for retail tenants seeking flexibility, scale, and long-term value.
The asset presented a rare opportunity in the market: a sizable, contiguous retail footprint with strong infrastructure, multi-level configuration, and proximity to major transit, office density, and neighborhood amenities. The ownership team’s objective was to attract high-quality retail users that aligned with the building’s long-term vision, while responding to growing demand for adaptable, experience-driven retail environments.
Strategy
Toward the end of the year, the ownership group implemented an AI-native digital advertising strategy, integrating targeted media with existing CRM and leasing workflows. This approach enabled the team to identify, reach, and engage relevant retail prospects—along with key brokers and decision-makers—early in the search process.
Over the following five months, the leasing team executed consistent, tailored outreach to priority retail audiences. Messaging emphasized the property’s scale, flexibility, infrastructure, and location advantages, while maintaining visibility throughout the leasing cycle. Data-driven insights guided prospect targeting and message refinement, ensuring the asset remained top-of-mind as tenants evaluated options across Manhattan.
By maintaining a sustained digital presence and personalized leasing engagement into the beginning of the year, the property was positioned as a compelling solution for retailers seeking long-term stability and adaptable space in a high-traffic urban market.
Takeaway
By early in the next year, the strategy resulted in two significant retail lease executions. One national retailer signed a 12-year lease for 80,000 square feet spanning three levels, while a second specialty retailer committed to an 11,503-square-foot space with a $2 million lease value.
The outcome reinforced the effectiveness of an AI-driven, always-on leasing approach. Consistent visibility, informed messaging, and early engagement proved critical to converting interest into executed deals. This case underscores how pairing technology-led insights with disciplined leasing execution can accelerate outcomes and attract high-quality tenants in a competitive retail landscape.
