Re: Waterside Place | 505 Congress Street | Seaport
http://bostonherald.com/business/re...h_rise_joins_friendly_competition_for_tenants
High-rise joins ‘friendly competition’ for tenants
Friday, February 14, 2014
Paul Restuccia
With 216 out of 236 units at the just-opened Waterside Place in Boston’s Seaport District still available to rent, you’d think you might sense some anxiety at the leasing office, but not so.
There’s a lot of competition between all the newly minted luxury apartment buildings in Boston with thousands of new units available. But if you’re expecting agents from rival buildings to undercut each other and pressure tenants to sign leases, you’re not going to find it.
Every week the property managers of the big new Hub apartment complexes share information on leases signed, concessions and *occupancy rates.
“We have a rule that we never run down our competition,” said Jackie Chancholo, Waterside’s property manager, who works for the Bozzuto Group, which manages the Park Lane Seaport across the street (where she previously worked), Kensington and other competing properties. “You want to build relationships so that people from other buildings share information with you, which is in everyone’s best interest. We keep it a friendly competition.”
And while Waterside has only leased 20 units so far, there’s no sense of panic.
“We’re completely confident that we will fill up the building,” Chancholo said. The plan is to sign around 20 leases per month, which would get the building to full occupancy a year from now.
“The way we operate is nothing like the Sept. 1 rental rush,” added assistant property manager Aaron Cramer.
But for Amy Keegan, one of Waterside Place’s two leasing agents, the pressure is on.
“I do feel like I’m on the hot seat,” said Keegan, who has a background in condo management. “But I try to relax and create a warm and welcoming atmosphere for prospective tenants.”
Keegan uses a program called Lead2Lease that aggregates all the calls or emails from various apartment sites and Waterside’s own website. She only contacts prospects who have shown interest and does not make cold calls. Oftentimes potential renters have already looked at the competitors, such as 315 on A down the street, which opened late last year.
Still Keegan keeps it low-key, chatting with prospects on upholstered chairs around a table rather than across a desk. Rents start at $2,775 for one-bedrooms, and go up to $5,690 for large three-bedrooms.
For Chancholo, the best leasing agents for these luxury buildings are not the super-aggressive types.
“What I look for in an agent is a good attitude, someone to be able to listen to what prospects want,” she said.
Keegan determines how much potential renters can spend and picks out several possible floor plans. She brings them up to the third floor to show amenities that include an Internet cafe, a fitness facility and a lounge with a TV area, bar and kitchen, along with an outdoor terrace with grills.
“I try to be really transparent with people, be honest as possible,” Keegan said. “A lot of them ask about what furniture can fit where. I already have all the apartments here in my head, so I can show them something that fits their needs.
“You’re selling but you never want to be pushy. You want them to sign up because they like the building.”
Keegan says the Waterside’s views as well as the funky contemporary design and colors in the common spaces help sell the place.
There are some concessions available at Waterside. If renters put down a holding deposit on their day of visit, they get $1,500 off the second month’s rent. And if they sign a lease for 13 to 24 months, they get one month free.
“We see how concessions work for us and what our competitors are doing and adjust,” Chancholo said.
To create more buzz, Water*side will soon be sponsoring lunches and *after-work soirees with large nearby employers such as John Hancock and Vertex.
For Keegan, filling up the building is only the first step.
“Once we get all the units rented, the next challenge will be retaining the tenants,” she said. “And to do that you have to keep people happy about the building and their experiences here.”