What do you do when your client has an absolutely amazing 430-unit luxury residential rental property ready to launch in a Brooklyn neighborhood that no one thinks is sexy (yet)? If you’re Pursuit, you take the pitch directly to competitors’ doorsteps. You put billboards in their already-sexy neighborhood next door and tell their prospective renters about the cool place nearby that they’re missing out on. You initiate and encourage conversations about this up-and-coming lifestyle destination on social media. You do it all with a little bit of cheek, a lot of humor, and devastatingly precise demographic and psychographic aim. Outcomes? The client achieved lease-up targets in terms of pace and price, 365 Bond is now considered one of the coolest properties in Brooklyn, and Gowanus has become one of its hottest neighborhoods.