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. 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.
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.
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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.”
See the live website
