As a wave of new development adds inventory across New York City, competition for renters is intensifying, forcing property managers to rethink how they market and position their buildings. Yet one luxury developer has gained a competitive edge thanks to a strategic tool: StreetEasy’s Building Showcase advertising solution.

Gotham Organization, a longstanding developer, owner, and manager of high-end rental properties across Manhattan, Queens, and Brooklyn, uses Building Showcase to increase their visibility and attract high-quality demand on StreetEasy. Discover Gotham’s precise strategies for filling units fast during lease-up periods and maintaining solid performance all year round.

How Building Showcase helps Gotham stand out in a competitive market

With a growing portfolio and thousands of units, Gotham needed an effective, scalable advertising tool. The developer chose Building Showcase as a core, always-on component of their rental marketing strategy for two main reasons:

Reason #1: To target relevant leads at scale

Filling luxury rentals requires not just creating exceptional experiences but attracting long-term, well-matched tenants — especially when launching a new building.

“It’s kind of rough out there, especially when you have a lot of inventory hitting the market all at once, such as during a lease-up,” says Wiam Riyad, Gotham’s Vice President of Leasing. “So we try to focus on getting the most qualified leads we can.”

Though Gotham uses other marketing tools, Riyad says Building Showcase offers great reach. With Building Showcase, Gotham has access to one of the widest rental audiences in NYC, while automated Featured Listings optimize their position in StreetEasy search results and other exclusive ad placements.

Reason #2: To showcase properties attractively and accurately

Converting would-be renters starts with accurate yet attractive marketing. If renters arrive for a tour and realize the building doesn’t match their expectations, they’re far more likely to walk away.

“We can get 100 tours a month,” Riyad says, “but they mean nothing if we’re not showcasing the building the right way.”

This means every detail of a listing matters, from photo quality to how the services, staffing, amenities, and community are described.

Gabriella Marinaro, Gotham’s Marketing Director, says Building Showcase’s Premium Building Pages allow Gotham to highlight their brand with comprehensive photo displays and clear sections for amenities, policies, unit features, and neighborhood information. This ensures that what renters see online is what they get when they visit in person.

“It’s showcasing your property at the best it can be, and then reaching the right people,” Marinaro adds.

Three ways Gotham makes the most of Building Showcase

Rather than treating Building Showcase as a static advertising channel, Gotham integrates it into a broader leasing strategy that evolves alongside market conditions.

Here are three tactics Gotham uses to drive stronger advertising outcomes:

1. Scaling Building Showcase up or down as needed

Although Building Showcase is activated for all Gotham properties, this doesn’t mean every building always stays on the same advertising package.

Instead, Marinaro points out, buildings may shift between Silver and Platinum or Platinum+, relying on larger advertising packages during lease-ups or periods of high vacancy.

Gotham’s building The Maybury offers a clear example of this strategy in action. This Hudson Yards property opened in May 2024, and its set of premium rental units, The Collection, launched in September 2025. With the help of Building Showcase’s Platinum package, The Maybury was leased by October 2025, including all of its Collection residences.

Once a building stabilizes, Marinaro says, Gotham often scales down rather than turning off Building Showcase completely. This keeps the properties fresh in renters’ minds, allowing Gotham to quickly fill any vacancies that arise. That said, some of Gotham’s properties stay on Platinum once they’ve stabilized, especially during more active months such as the summer.

2. Leveraging add-ons seasonally

During the warmer, busier seasons, Gotham activates Building Showcase add-ons like social media, targeted consumer emails, and broker blasts.

“We try to get [an email blast] out at the beginning of May to really capture the attention of renters and be on their minds before they start their search,” says Marinaro.

The goal of these advertising boosts, she says, is to “get on [renters’] radar and keep them informed.” After all, many renters who see an email or social post may wait months before clicking on a StreetEasy listing when they’re ready to rent.

Since Gotham prioritizes precision, they also use Enhanced Neighborhood Targeting (available within Platinum or Platinum+) to attract interested renters to specific buildings. For example, highlighting a property’s proximity to public transit while using Enhanced Neighborhood Targeting can attract renters who would otherwise have chosen an apartment closer to work.

3. Combining custom reports with human insights

Instead of treating Building Showcase as a DIY tool, Gotham takes advantage of StreetEasy’s human expertise.

One way Gotham’s team does this is by meeting regularly with Madeline, their dedicated StreetEasy account manager.

Marinaro says Madeline discusses the custom comparative performance reports that come with Building Showcase’s Platinum and Platinum+ packages, as well as StreetEasy’s exclusive market reports for new developments and amenity-rich rentals.

Madeline’s insights and recommendations have proved pivotal in shaping Gotham’s long-term advertising strategy. Working with her is “really helpful in giving us the bigger picture,” Marinaro says. “It’s great to be able to compare our portfolio to the rest of Manhattan and see what we can change or continue doing.”

Marinaro also appreciates the unexpected support Madeline has offered along the way. For example, when Gotham needed to integrate Building Showcase into their new CRM, Madeline went above and beyond to make the process smooth.

“Even though it wasn’t in her court, she completely helped us along the way by flagging issues when they came up,” Marinaro says.

Attract more renters with Building Showcase

For developers looking to improve their advertising performance, Gotham’s approach offers a blueprint for using Building Showcase strategically and effectively. Leveraging the tool’s flexibility, add-ons, and personalized support allows property managers and developers to adapt to changing market conditions while maintaining consistent leasing momentum.

“Without putting your building on Showcase, you’re just not getting the same reach that you could be,” Marinaro says.

Find out how Building Showcase can maximize your exposure and strengthen your conversions.