5 leases in 10 days
Relaunching 39 West 37th Street - a Midtown South office building the market had stopped watching.
“Successful leasing begins long before a tenant walks through the front door. It starts with understanding how a building should compete.”
A building the market had written off
Blake Partners closed on 39 West 37th in January 2026 and enlisted Noah & Co. to market the property. After years of quiet ownership - stalled deals, burned brokers, no marketing presence at all - the building could finally compete. First, the market had to believe it.
The decision: lead with
natural light and location
Three sides of windows is a rare trait for a mid-block building - the clear candidate for the differentiation. The commuter triangle location, with Bryant Park around the corner, was the other obvious selling point. The campaign leads with both.
Make brokers look again
Tenant brokers decide which buildings get toured - and this audience had 15 years of reasons to skip 39 West 37th. Every touchpoint a broker sees had to signal serious, invested, open-for-business ownership.
Everything brokers need, under one roof
One partner, live in 3 weeks: the building website at 39w37.com, AI-enhanced photography, staged floors, an e-flyer for the email blasts, a video reel.
And it stays current. Brokers pass around one link - and every signed floor shows on the site and flyer within days.
“The website's great because it centralizes. It communicates the opportunity in a streamlined way - it can communicate the vision.”
Since the campaign launched, the leasing team has seen velocity the building hadn't had in years - and the leasing hasn't stopped.
“It accelerates your leasing timeline and increases the impression the building leaves on market participants - brokers, tenants and users.”
