Developer COA has tapped Douglas Elliman’s McKenzie Ryan to take over and complete the sellout of Eastlight, the CetraRuddy-designed tower at 501 Third Avenue in New York City.
There are 134 units and McKenzie will be selling the remaining 30% of the building. The sellout will total around $70M.
COA sought out McKenzie because she has become the person developers call when a project needs a fresh set of eyes and a more strategic approach. She has a real gift for identifying what isn’t connecting with buyers, refining the narrative, and repositioning the project without compromising its identity. Her ability to adjust the branding, elevate the marketing, and bring new energy to a building is a big part of why she’s trusted to step in midstream and get results.
Eastlight is an impressive building architecturally, with its expressive glass façade, panoramic 34th-floor amenity suite, and calming, material-rich interiors, but McKenzie felt the story wasn’t being told in a way that matched the building’s personality. She and her team are rolling out a more cinematic marketing approach that highlights the light, serenity, and city energy that make the building special. They’re also leaning into a more targeted digital strategy, including AI-driven audience analysis and international social outreach, to reach buyers who are increasingly active in Manhattan’s market.
In fact, by employing an AI strategy, McKenzie’s team has already increased showings by 42% since assuming sales.
McKenzie is known among developers as the one who can “step in, reset, and sell,” and COA’s decision to bring her on reflects their confidence not only in her approach, but in the long-term strength of Eastlight itself.
