Case study · 130% AMI · JDS Development / Silverstein Properties · 2022–ongoing
The project
The Brooklyn Tower is a supertall, mixed-use skyscraper in the heart of Downtown Brooklyn. At 93 stories and 1,073 feet, it is the tallest building in Brooklyn and the tallest in New York outside Manhattan. The tower delivers 425 apartments, including 120 designated affordable. More than 120,000 square feet of amenities includes a rooftop pool, gym, luxury lounges, and coworking facilities.
The Brooklyn Tower was originally developed by JDS Development Group (Michael Stern); Silverstein Properties assumed control of the project in mid-2024. Interiors are by Gachot Studios; the design is by SHoP Architects; the affordable component targets 130% AMI.
The challenge
Because of the value the building offers, rent prices at The Brooklyn Tower had to be listed close to or at the maximum allowable workbook rents. This meant prices would be at a significant discount to market rate — but still out of reach for a portion of the 130% AMI applicant pool. The marketing challenge was precision targeting: the campaign had to reach applicants who were simultaneously (a) eligible at 130% AMI and (b) able to afford rents at the upper boundary of the allowable range.
The execution
Regtime worked closely with JDS to construct a marketing and advertising campaign calibrated to the target audience — households that income-qualified at 130% AMI and had the budget capacity for rents at the workbook maximum. Campaign creative emphasized the building’s high-end interiors, stunning views, and landmark-scale prestige — attributes that mattered more to this particular applicant segment than the headline affordable rent discount.
The outcomes
- 23,900 applications received via Housing Connect.
- 4,800 applications processed.
- 86 leases signed of 120 affordable units as of the measurement point.
- 30 lead-to-lease conversions.
- 25% conversion rate — strong for a project with rents at the upper workbook boundary.
What this project established
Not every 130% AMI project can be marketed identically. Buildings at the top of their AMI band’s rent range require qualification filtering earlier in the funnel — applicants who cannot afford the rent should be identified before they reach document submission, not after. The Brooklyn Tower’s marketing emphasized the building’s premium attributes rather than the affordability discount, which produced a higher-quality applicant pool at the cost of raw application volume. The trade-off is correct when absolute rent levels are elevated.
Regtime Marketer manages affordable lease-up across 421-a, 485-x, 467-m, MIH, VIH, and UAP projects. Every case study above represents a specific combination of program, AMI targeting, and operational approach — the details vary substantially by project.
