Case study · 130% AMI · Carmel Partners · 2024–2025
The project
Designed by Hill West Architects, Lumen LIC is a 938-unit residential high-rise in Long Island City, with more than 20,000 square feet of ground-floor retail and 12,000 square feet of amenity space. The building offers panoramic views of the East River and Manhattan, with a luxury amenity package that includes a state-of-the-art fitness center, swimming pool, club lounge, coworking space, sky lounge, kids’ room, and multiple outdoor terraces.
Of the 938 units, 282 were designated affordable at 130% AMI. The developer, Carmel Partners, is a San Francisco–based firm with a portfolio emphasis on sustainable, pioneering multifamily development — all of its development assets target a green rating.
The challenge
Lumen launched into a market where 130% AMI projects had multiplied in 2024 and 2025. Establishing brand identity in a saturated category was the central marketing problem. Many eligible New Yorkers — the audience a 130% AMI project needs to reach — are not aware of how the NYC Housing Lottery works at all. The campaign needed to educate the market and differentiate Lumen within it, on a budget calibrated for a single development.
The execution
Regtime built a curated website and data-driven advertising campaign aimed at the Long Island City community and the broader eligible citywide audience — including applicants unfamiliar with Housing Connect. The dynamic campaign ran across streets, subways, and social media, matching Lumen’s tower-scale presence with a marketing footprint of equivalent visibility.
Personalized guidance was delivered at every applicant touchpoint. From first interaction — whether driven by a subway ad or a digital banner — specialists supported eligible applicants through touring and the lease-up workflow. For applicants new to affordable housing, the specialist model ran faster and with higher conversion than a self-service funnel.
The outcomes
- 16,945 applications received via Housing Connect.
- 200+ applications processed.
- Over 5.3 million website impressions from the advertising campaign.
- 282 affordable units — full set-aside — brought into marketing and tenant selection on schedule.
What this project established
Education is part of the marketing budget for any 130% AMI project reaching a newly eligible audience. Subway, social, and street advertising work best when they lead to a website and specialist team that can walk applicants through the specifics — not just receive applications. The 5.3 million website impression figure is less important than the quality of the specialist interaction that follows each click.
