KURLAND|SASSONMarketing Group

Dear Developer/Owner,

Thank you for this opportunity to introduce Kurland/Sasson Development Marketing

Group as your potential marketing partner.

Kurland/Sasson has over 30 years experience with development and marketing of real
estate projects in New York City. We are uniquely positioned to bring you our
innovative, successful, services, at the value pricing the current markets demand.

We create, and implement, customized, comprehensive, development and marketing

programs, specifically designed to capitalize on your strengths, and overcome
challenges unique to your project. Our unparalleled ability to join all the components of
the project, combined with our successful marketing programs produce the highest
R.O.I. possible. Period.

Kurland/Sasson¶s progressive marketing currently has a reach of over 15 million+

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successfully convert those many shoppers to closed deals for your properties.

The following pages will describe in detail how Kurland/Sasson will assist you in
developing and marketing your project with extraordinary results. We welcome the
RSSRUWXQLW\WRSUHVHQWRXU³6XFFHVV3URJUDPV´ in person. Please feel free to call us at
212-500-1900 or 917-689-1760 with any questions.

Thank you again. We look forward to meeting with you.

Sincerely,

Kevin M. Kurland
Jan Sasson
Principals, Kurland/Sasson Development Marketing
KURLAND|SASSONMarketing Group

Table of Contents

Overview««««««««««««««««««««««.«««« 3

From Concept to Construct«««««««««««««««.««« 4

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0DUNHWLQJ6WUDWHJ\««««««««««««««««.«««««« 8

The Kurland/Sasson SWRU\««««...««««««««««««« 12

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Our Services««««««««««««««.«««««««««« 15

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Our Development Projects««««««««..«««««««««« 17

KURLAND|SASSONMarketing Group

OVERVIEW

Kurland/Sasson Development Marketing Group is your expert every step of the way.
From conception to fulfillment, we specialize in knowledgeable, progressive design,
construction and marketing for new, restored, residential and commercial properties.
We combine proven marketing methods with local ingenuity to target, promote and sell
or rent your property. Below is an overview of the Kurland/Sasson advantage.

Experience, Diligence, and Agility Our principals are graduates of large

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experience, the only conclusion is: Regarding real estate development,
boutique is better. The assembly line approach large firms have to developing
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many junior sales associates as the face of the project. Ultimately, as with most
corporations, efficiency is sacrificed.

Value, Value, Value Our specialized full service firm is designed for optimum
efficiency and minimal overhead. Combined with our ability to group development
& marketing services, we can offer you value pricing, this will lower your costs,
and give you more pricing flexibility, ultimately passing on increased VALUE to
your clients, and maximum ROI to you.
KURLAND|SASSONMarketing Group

From Concept to Construct

Making the Baby Many times the success of
a project is determined when that first twinkle
of an idea starts to form. Kurland/Sasson is
right there to help guide you. We maximize
your site selection with expert zoning, density,
and envelope knowledge, as well as
neighborhood data that will affect floor-plans,
room counts, composition, design and price.
We know your client for a particular area and
economic condition. We are your guide to
building a project tailor made for your
demographic.

Creating the Dream Once your site is in place the design begins. Our many years of
experience and a keen design sense will help you avoid the pitfalls of inefficient floor-
plans, ineffective designs, and the wrong composition for the neighborhood or the times.
Kurland/Sasson is always abreast of the latest trends in both utility and fashion, but the
experience to understand which of those trends will create the most value and be the
most enduring is key.

The Offering Plan-Crunching the

Numbers Cost is probably the #1
concern for you, as the developer and
the client as well. Our team will assist you
with the budgets that will ultimately
determine carrying charges, N.O.I. and
guide the amenities package and value
them against the cost.

Design, Finishes and Amenities ³/HW

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The aesthetic appeal and amenities
package are just behind price and size
according to the consumer. We are your
design mavens and price gurus as well.
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break the bank. We combine certain
elements, carefully source materials, and
match the most valuable amenities for
your demographic, resulting in a higher
perceived value compared to other
properties on the market.
KURLAND|SASSONMarketing Group

From Construct to Closing

Preparing to Market the Baby Well before the construction is completed,
Kurland/ Sasson is hard at work. The right preparation is critical to overall
success ± evaluating competition and market dynamics, developing pricing
strategy, comprehensive marketing, and partnering with financial and other
related professionals to insure fulfillment. Some of the pre-marketing includes:

x Designing model apartments

x Building a web presence
x Marketing collateral pieces
x Partnering with financial institutions
x Partnering with fulfillment services and local businesses
x Creating a widespread buzz
x Compiling a waitlist

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A Simple Plan Now that we are ready to market your property we employ a very
simple tried and true philosophy:

1) Acquire the client 2) Retain the client 3) Close the client

A Simple plan with focus

KURLAND|SASSONMarketing Group

How Kurland/Sasson Implements the ³Success Program´

Strategic Positioning We help establish your property¶s image/identity in the

community. We create a culture of neighborhood participation, special events,
publicity, and charity functions, as well as online social networking, blogging, and
more ± A Kurland/Sasson building is THE place to live!!

Global Reach Kurland/Sasson maximizes your exposure to target clients; we

specialize in website specific channels and SEO keyword links. With 100s of web
partners, your property will reach tens of millions of prospective buyers globally
each month.

Effective Client Acquisition Our marketing strategies will attract thousands of

potential clients to your property. Not only do we target, pull, and pre-qualify
potential clients, we provide detailed matching with your offerings. Our
acquisition expertise dramatically increases close rate.

Personalized Presentation We offer in-depth buyer assessments, one-on-one

presentations, and even personal transport. We more effectively showcase your
property to the right prospects, at the right time, in the right manner. We
guarantee 24/7 accessibility, ensuring every prospect is fully served.
Kurland/Sasson believes that one on one personalized tours help build
relationships with clients allowing us to assess their needs and goals as well as
leave a lasting impression on them.
KURLAND|SASSONMarketing Group

Feedback ,WKDVEHHQVDLG³7KH&OLHQWLQHIIHFWPDNHVWKHPDUNHW´± they will

have seen dozens of other properties and are keenly aware of which is the best
value. Every client and participating broker is given our customized
feedback/comment form. This instant info is critical to adjusting marketing
strategies on the go!

Client Retention Clients will see dozens of properties before making a final
decision. We closely monitor their progress and provide incentive programs to
keep them coming back. Your property will remain on the top of their minds until
they have purchased.

Skilled Negotiation This is the most delicate time in every real estate
transaction where even the slightest misstep can kill a deal ± here, there is no
substitute for experience. Our principals have over 30 years negotiating
thousands of real estate deals and will be on hand for all negotiations on your
property.

Signing the Contract So far everything has

gone right. Now that there is an agreement,
time is your biggest enemy - time for the
buyer to change his mind, time for the buyer
to stumble across another property, time to
notice a price reduction somewhere else.
SPEED and ACCURACY are the orders of
the day. We work closely with your attorneys
to set up a system so we have the contract
and all necessary documents online or in
print, in front of the buyer within minutes. We
make ourselves available to answer any
questions and concerns the buyer may have. They are buying or renting your
baby, and it will become their baby ± a huge commitment, and we are acutely
sensitive to these facts.

The Wait Much can happen during the period between a signed contract and
closing. We keep your buyers/renters up to date through our online building news
letter and periodic events.

Closing Day/Lease Signing Kurland/Sasson keeps a constant eye on the

paperwork and the progression to closing/lease signing. We follow up on all
parties to make sure everyone is ready for the closing so it goes smoothly.
KURLAND|SASSONMarketing Group

Moving In and Ongoing Client Service There will always be some issues when
clients are moving into a new building. Kurland/Sasson coordinates an orderly
move in schedule, and is your liaison to any client concerns that may arise. Many
times our own team of craftsman and contractors can fix issues and enhance the
experience for your clients. The goal is that everyone is happy and the client and
you, the developer, remain on the same team.

The Marketing Campaign Kurland/Sasson employs many different marketing

strategies, some tried and true, some more cutting edge. The secret to success
however is how these strategies are integrated into our vertical marketing program
to maximize the effectiveness of each component.

The Sales Office Onsite or off, the first impression is everything. Our designers create
an appealing environment that reflects the energy and style of the building. It becomes
a comfortable place where clients can immediately feel at home. They will feel welcome
and be encouraged to take their time browsing our multi-media presentations and model
apartments.
KURLAND|SASSONMarketing Group

Property Advertising
Web Marketing / SEO Our web marketing currently has a reach well in excess of
15MM visitors per month. By creating a state-of-the-art website for your property
with vigilant SEO, expert copywriting, professional photography, and floor plans,
we give you the web presence you need to be effective. When we add our
dozens of web marketing partners, hundreds of real estate partners, and with the
integration of our editorial, cooperate, social and direct marketing, we can safely
say that everyone who may be interested in your property will know about it.

Direct Mail Professional full-color flyers to

target neighborhoods, ensuring that our
exclusive properties get the attention they
deserve.

Corporate Marketing Through diligent

use of our relocation department we have
a large presence on the intranets of many
of the largest NY corporations.
Kurland/Sasson leverages this presence to
market directly to our largest potential
client base.

Editorial Marketing Press releases to public relations. Your property is news!

And we will make sure it gets widespread press and editorial coverage it
deserves.
KURLAND|SASSONMarketing Group

Broker Participation We invite and encourage the participation of over 20,000

agents in the community. Through various incentive programs we keep up the
interest so brokers feel welcome and are eager to
bring their clients again and again.

Print Collateral We create beautifully-crafted,

full-color brochures for our clients¶ properties,
providing buyers with information and enticement.
Smart copy and striking photography accentuate
strengths and make your offerings as engaging as
they are unforgettable.

Not JUST Open Houses We promote fun and

exciting events. Go online and you will see
hundreds of open house advertisements, so
many, it¶s hard to stand out from the crowd.
Kurland/Sasson makes it a happening! Whether
it¶s a wine tasting, a book signing, cupcake party,
or maybe a screening of Rocky Horror, there¶s
always something going on at a Kurland/Sasson
open house event.

Social Marketing A
major component of
our marketing and
client retention
strategies is social
marketing. We
sponsor events that raise awareness, and show the
building in a positive light. Socially conscious charity
functions, art
openings, neighborhood tasting and wine parties,
raffles, community events, these are just some of
the successful tools that bring together potential
buyers with the community, as well as providing the
opportunity for them to interact with our current
buyers who become our best cheerleaders.
Facebook and Twitter have become easy entrée
into this world augmenting our widespread
relationships with charities, and galleries.
KURLAND|SASSONMarketing Group

Client Retention Strategies One of the most important aspects of a successful

marketing program is client retention. A potential buyer may look at 40 or more
apartments before making a decision. Keeping your project at the top of their list
is paramount. We stay in close contact with everyone who as passes through
our doors - they become part of our social network with invitations to events, our
partner discounts and special incentives that are time sensitive that make their
purchase easier or more affordable (legal or bank special discounts, free moving,
raffles, etc). In short, if they are on the fence we are there to carry them over to
our side!

Outdoor Media Billboards serve several purposes. They raise awareness, give
critical information, and add credibility to the project. It is most effective in a
vertical media campaign, where it serves to reinforce other, more direct
advertising.

Television/Entertainment Media The rise of cable TV has provided a more

focused tool for marketing real estate - here editorial is effective as well. Movie
theater adverts have become more accepted and provides interesting
opportunities. Creating a spot with some wit and entertainment value will
generate great buzz and able us to position your project.

A word about Green/LEED LEED is an internationally recognized green

building certification system, providing third-party verification that a building or
community was designed and built using strategies aimed at improving
performance across all the metrics that matter most: energy savings, water
efficiency, CO2 emissions reduction, improved indoor environmental quality, and
stewardship of resources and sensitivity to their impacts.

We recognize the importance of using LEED certifications. These certifications

encompass a wide variety of components that may be applicable to your project.
Kurland/Sasson can help weigh the costs, future savings, and environmental
impact of these components to maximize the consumer¶s value perception.
KURLAND|SASSONMarketing Group

About The Kurland/Sasson Partnership Kevin Kurland and Jan Sasson met many
years ago when they both worked at a large real estate firm. They quickly developed a
friendship and a mutual respect
for each other. Soon each went
their separate ways, launching
their own real estate firms.
They stayed in touch over the
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conversation earlier this year
that they realized they both
shared a singular vision.
Ironically though, they had
approached that vision from
opposite ends. Kurland
developed and trained an
expert team of sales, marketing
and administrative professionals. He built a strong reputation in the rental and condo
markets, while always keeping an eye towards expanding into development projects.
Sasson focused specifically on property development. Making use of his management,
design, construction, and unique marketing skills, Sasson had the concept, design and
build in place but needed a seasoned sales team to expand. Kurland had that team in
place but needed a development expert.

Shortly thereafter Kurland/Sasson was founded. The company gives new meaning to
³full service´. Our team is there from concept to fulfillment with a unique ability to view
the whole picture and cover every detail. Every aspect of a development project is
interdependent on the others. Kurland/Sasson introduces a fluidity that has never before
been offered in our industry.
KURLAND|SASSONMarketing Group

Our Team

Kevin M. Kurland, Founder and Principal Kevin founded Kurland Realty in 1997,
quickly making an impact in the rental market with major landlords such as PanAm
Equities and Manhattan Skyline before turning his attention to co-ops, condos and new
developments. As the principal of Kurland Realty for the past 12 years, Kevin has
closed and overseen thousands of sale, rental and commercial transactions in
Manhattan and Brooklyn. Kevin, an active member of REBNY, has lectured at SUNY
Albany, New York Real Estate Institute, and The Real Estate Academy, among others.
Kevin is a graduate of Syracuse University School of Management.

Jan Sasson, Founder and Principal Jan Sasson has been

fixture in downtown Manhattan real estate as a businessman,
broker, developer, and resident for over 30 years.
Specializing in pioneering new neighborhoods, Mr. Sasson
first ventured into Noho in the eighties, Chinatown, and the
Bowery below Houston shortly thereafter. He has been
credited with coining the phrase BOHO. Most recently he sold
out a very successful condo project in midtown west, which
the neighborhood was appropriately marketed as the
³0LGZHVW´. His focus has always been Exclusive Owner
Representation, Assisting owners and developers with the
design and marketing of single and, multi unit condominium,
coop, and loft buildings. Before founding E Property Group in
1998, he gained invaluable experience on his own, and
working with several of New York¶s largest real estate firms. Mr. Sasson has an ongoing
consulting relationship with Hilton International Hotels, focusing on new development
opportunities.

E Property group has taken those large firm organizational, and marketing skills, and
blended them with the personalized, focused service that has been his trademark since
his first business venture in 1978. We are dedicated to success through hard work,
innovation, experience, skill and very, very high ethical standards.
KURLAND|SASSONMarketing Group

Mark Weinstock, Senior Vice President, Sales and New Developments Mark is our
Chelsea specialist and overall lead
agent. His work at Slate Condominium,
Chelsea Lane, Atelier, and 29th Park
Madison is a virtual case study in how to
market and sell property efficiently. Mark
has been a sales director for several
renowned home décor firms and has
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degree from the State University of New
York at Saratoga Springs.

Debbie Portnoy, Vice President Sales

A University of Pennsylvania graduate,
Debbie brings a solid background in market research, financial risk management and
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runaway success in the rental market opened the door to condos and sales, and
ultimately a top Kurland post. Debbie is a rich source of specialized experience with a
record of extraordinary results.

Curtis Nixon, Assistant Vice President, Marketing and Sales Curtis, a native Texan,
brings 27 years of Madison Avenue experience to the Kurland family, having worked on
some of the most well-known advertising campaigns in the US. With a BA in Design
from the University of Texas, Curtis has an eye for architectural detail and a remarkable
ability to manage our marketing programs.

Eric Kurland, Chief Technology Officer Eric brings

two decades of information technology talent to
Kurland/Sasson. He is responsible for the Kurland
website and Kurland Administration System, creating
robust programs that streamline our business and
keeps us at the forefront of technology innovation. Eric
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Management.

Damon Young, Marketing Consultant 'DPRQ¶VDELOLW\WRUHVHDUFKGHILQHDQG

become one with his target allows him to powerfully communicate our marketing
messages for desired impact. Damon brings a varied marketing background in
packaged goods, multi-family housing, and point-of-sale software systems, among
others. Damon is a graduate of S.I. Newhouse School of Public Communications at
Syracuse.
KURLAND|SASSONMarketing Group

Kurland/Sasson Services: Our Clients:

x Project analysis x ANGEL GROUP

x Site selection and procurement x BLDG MANAGEMENT, CO.
x Zoning analysis x EMMUT PROPERTIES
x Room count and composition x HAKIMIAN
analysis x HARLINGTON
x IVIZ
x Building and floor plan design
x JONIS
x Architectural consulting x KIBEL
x Contractor and supplier sourcing x MACKLOWE PROPERTIES
x Bid specification consulting x MAGNUM MANAGEMENT, LLC
x Construction management x MANHATTAN SKYLINE
x Offering plan consulting x MILFORD MANAGEMENT
x Pricing strategies x MOINIAN
x Budget and share allocation x OGDEN CAP PROPERTIES, LLC
x Interior design x OLNICK
x Staging / model design x PAN AM EQUITIES
x Marketing sales and rentals x PAN BROS.
x REGAL INVESTMENTS, INC
x Fulfillment services
x RELATED
x Ongoing client service x ROE
x Property management x ROSE ASSOCIATES
x ROCKROSE
KURLAND|SASSONMarketing Group

Web Partners:

                                           

 
KURLAND|SASSONMarketing Group

Kurland/Sasson Development Projects:

467 Keap St In Development 2011
Exclusive marketing & sales agent, interior design
75,000sf 56 residential condominiums

1163 Lexington Ave In Development 2013

Exclusive marketing & sales agent, interior design
75,000sf 56 residential condominiums

379 Broome In Development 2012

Exclusive marketing & sales agent, developer, designer
30,000sf new construction mixed-use condo building

196 Bowery In Development 2010

Exclusive marketing & sales agent, design consultant
15,000sf mixed-use luxury rentals

331-337 Broome In Development 2013

Exclusive marketing & sales agent, design consultant, project manager
45,000sf new construction mixed-use condo building

125-129 Chrystie St In Development 2012

Developer, excl marketing & sales agent, design consultant
35,000sf mixed-use condo development

502 9th Ave Sold Out

Exclusive marketing & sales agent, interior design, construction management
35,000sf new construction, 36 residential condominiums w/ retail

182 Mulberry St Sold Out

Exclusive marketing & sales agent, interior design consultant
15,000sf new construction mixed-use Residential condominiums
KURLAND|SASSONMarketing Group

153 Bowery Sold Out

Exclusive marketing & sales agent, interior design consultant
12,000sf mixed-use six residential condominiums,
one commercial, one retail store

193 Bowery Sold Out

Exclusive marketing & sales agent
10,000sf mixed-use building

202 Bowery Sold Out

Exclusive marketing & sales agent, design consultant
15,000sf mixed-use seven condominiums

195 Classon Ave Sold Out

Exclusive marketing & sales agent, interior design consultant
12,000sf new construction residential condominiums

Rental Developments

331-337 Broome Fully Leased

Exclusive marketing & sales agent, designer consultant, project mgr
23,000sf renovation mixed-use loft rentals

203-205 North 8th St In Development 2010

Exclusive marketing & sales agent, interior design consultant
30,000sf new construction residential rentals w/ retail

226 Bowery Fully Leased

Exclusive marketing & sales agent, interior design consultant
40,000sf new construction high end mixed-use rental building

87 Bowery Fully Leased

Exclusive marketing & sales agent, interior design consultant
20,000sf new mixed-use rental building

162-166 Bowery Fully Leased

Exclusive marketing & sales agent, design consultant
15,000sf rental building renovation