The Strathmore was recognised as Manhattan’s top-selling new development in Q2 2026, recording nearly twice as many signed contracts as its closest competitor.

For LUUX, the achievement represents far more than a successful marketing campaign. It demonstrates how a specialist approach to luxury performance marketing helped transform digital into a significant driver of qualified buyers and commercial growth for one of New York’s leading developers.

Within the first ten months, the strategy contributed to a sales pipeline exceeding $200 million, generated 1,457 enquiries, produced 255 qualified appointments, and played a meaningful role in establishing The Strathmore as one of Manhattan’s strongest-performing residential developments.

Luxury real estate marketing shouldn’t be judged by audience reach alone. Its value lies in its ability to generate qualified buyers, measurable commercial impact and genuine sales momentum.

The Strathmore, a luxury residential development by Related on Manhattan’s Upper East Side.

Campaign at a Glance

The Challenge: Generating Buyers, Not Simply Leads

When Related and Corcoran Sunshine appointed LUUX Media to lead performance marketing for The Strathmore, digital marketing was generating activity but offering limited visibility into the quality of that activity or its contribution to sales.

Broad audience targeting, unoptimised creative and limited reporting made it difficult to distinguish genuine prospective buyers from lower-quality enquiries.

Reaching today’s HNW and UHNW property buyer requires a fundamentally different approach, one built around specialist audience understanding, optimised creative, meaningful measurement and complete accountability.

Every marketing decision therefore supported one objective:

Generating qualified buyers, not simply generating leads.

That philosophy became the foundation of the campaign.

“Working with LUUX Media on The Strathmore was a great experience – they developed a tailored strategy that was a meaningful shift from our historical approach and clearly understood what the project called for.

We saw a significant contribution to both quality lead generation and sales revenue that we could attribute to their efforts. We’d happily recommend them to anyone looking for a digital partner who brings thoughtful, results-driven work to the table.”

Collin Wittmann, Marketing Manager, Related

Building a Full-funnel Performance Strategy

Although The Strathmore is located on Manhattan’s Upper East Side, its buyer audience extends well beyond New York.

LUUX developed a connected digital ecosystem designed to engage affluent buyers throughout every stage of the purchasing journey, combining:

• Paid Search to capture active demand.
• Paid Social to build awareness and consideration among carefully defined affluent audiences.
• Programmatic advertising across premium publishers including the Financial Times, The Wall Street Journal and Forbes.
• StreetEasy to engage buyers already researching Manhattan property.

Rather than operating independently, each channel performed a clearly defined role within a unified strategy, with continual optimisation focused on improving buyer quality rather than simply increasing enquiry volume.

Want to explore the strategy in more detail?

Request the full Strathmore case study for a closer look at the approach, campaign results and lead progression.

Creative Designed to Convert

Luxury real estate marketing often delivers beautiful creative, but beautiful creative alone does not generate qualified buyers.

Before launch, LUUX Lab audited every major customer touchpoint, including paid social assets, advertising copy and the development landing page, creating a consistent digital experience that reflected The Strathmore’s positioning while encouraging meaningful buyer engagement.

Every creative asset was developed around how HNW and UHNW buyers research, evaluate and enquire about luxury property, resulting in a cohesive system spanning paid social, premium display advertising and a conversion-focused landing page.

The Campaign in Practice:

A conversion-focused landing page providing prospective buyers with a clear route from initial interest to appointment.

Video creative developed to communicate the lifestyle, location and defining qualities of The Strathmore.

Campaign assets designed to capture attention while communicating the development’s positioning, residences and Upper East Side location.

See How LUUX Lab Approaches Luxury Performance Creative

Request our creative lookbook to explore additional digital treatments developed for luxury real estate and other high-value sectors.

Turning Digital Marketing Into Measurable Sales

The success of a luxury performance campaign should never be judged by impressions or clicks alone.

Ultimately, success is measured by its contribution to qualified appointments, contracts and revenue.

Within the first ten months, the campaign contributed to a sales pipeline exceeding $200 million and generated:

• 1,457 web enquiries
• 255 qualified appointments
• 93 total contracts issued
• 28 contracts issued to prospects who had enquired through direct digital channels

18% of enquiries progressed to an appointment, while 30% of all approved contracts involved prospects who first engaged through digital marketing.

Digital had evolved from an awareness channel into a meaningful contributor to sales performance.

It is equally important to recognise that luxury property purchasing journeys are rarely linear.

A buyer may first discover a development through paid search, social media or programmatic advertising before ultimately purchasing through a broker, referral or private network. Consequently, the broader commercial influence of the campaign is likely to extend well beyond contracts directly attributed to web enquiries

Why the Strategy Worked

Several principles underpinned the campaign’s success:

• Specialist targeting focused on HNW and UHNW audiences.
• Creative developed around genuine buyer behaviour rather than broad luxury branding.
• A connected full-funnel strategy supporting every stage of the purchasing journey.
• Continuous optimisation against buyer quality and commercial outcomes rather than enquiry volume alone.

Creating Greater Clarity and Accountability

Beyond lead generation, LUUX provided Related and Corcoran Sunshine with complete visibility into the role of every channel, placement and optimisation, allowing the marketing team to understand not only what was running but why it mattered and how it contributed to overall performance.

This created a significantly more transparent and accountable approach to digital investment.

“LUUX quickly became an extension of our team on The Strathmore, bringing a fresh perspective that challenged how we had historically approached digital marketing. Their biggest differentiator was how clearly they translated what can often feel like a complex media mix into something straightforward and actionable…

…For any team looking for a partner that brings both strategic rigor and true transparency, LUUX stands out.”

Emily Capobianco, Marketing Director, Corcoran Sunshine Marketing Group

From Individual Milestones to Manhattan’s Top-selling Development

Throughout the campaign, digital activity contributed to The Strathmore becoming New York’s top-selling new development in December 2025, January 2026 and March 2026.

That momentum culminated in an even greater milestone.

The Strathmore was officially recognised as Manhattan’s top-selling new development in Q2 2026, recording nearly twice as many signed contracts as its closest competitor.

Achievements of this scale are always the product of close collaboration between the developer, sales team, marketing partners and wider project stakeholders.

LUUX is proud to have played a meaningful role in helping Related and Corcoran Sunshine deliver that success.

What This Means for Luxury Real Estate Marketing

Today’s luxury property buyer researches globally, consumes premium digital content daily and expects a seamless experience long before engaging with a sales representative.

Developers that continue to view digital solely as a lead-generation channel risk overlooking both international demand and the broader influence digital has throughout the purchasing journey.

The opportunity is not simply to generate more enquiries. It is to build an integrated strategy that reaches the right audience, supports every stage of consideration and provides genuine visibility into commercial outcomes.

That is what LUUX helped create for The Strathmore.

The result was more than a successful campaign. It was a specialist approach to luxury performance marketing that contributed to more than $200 million in sales pipeline while helping establish The Strathmore as Manhattan’s top-selling new development in Q2 2026.

It demonstrates what is possible when digital performance marketing is executed with the same precision as the developments it represents.