The short answer

To market a new development in New York, sequence everything to two regulatory dates. The first is the day the Attorney General's office accepts your CPS-1 application, which lets a sponsor test the market and advertise before an offering plan is filed. The second is the day the offering plan is accepted for filing, which is the first day you may take reservations or deposits. Brand and film start before the first date, market testing builds a qualified interest list between the two, and the sales launch converts that list the day the plan is accepted. TERAMOK runs this sequence as one in-house team, from Chicago, on a published rate sheet.

Why New York is different

In most US markets a developer can start taking reservations as soon as the marketing is ready. New York regulates the sale of condominium and cooperative interests through the Attorney General's Real Estate Finance Bureau, and the rules reach into marketing itself. A sponsor cannot simply launch a website and start collecting deposits; the order of events is set by the filing process. Agencies that treat a New York launch like a Miami or Chicago launch either advertise too early or wait too long.

What the CPS-1 permit allows

A CPS-1 application lets a sponsor test the market by advertising an offering without a filed offering plan. According to the Attorney General's CPS-1 guidance, market testing, including advertisements and advertising literature, may begin only after the sponsor receives written notice that the application has been accepted, and every advertisement must then follow the CPS-1 advertising guidelines until an offering plan is accepted for filing. The guidance is explicit on the limits: no reservations, binding or non-binding, and no deposits may be accepted until the offering plan has been accepted for filing. Read the CPS-1 guidance from the Attorney General's office.

What that means for marketing

• Before CPS-1 acceptance: nothing is advertised. This is when positioning, naming, brand identity, renderings and film planning happen.

• Between CPS-1 and plan acceptance: advertise, run a teaser website, collect an interest list and introduce the building to brokers, with the required disclaimers on every piece. No reservations and no deposits.

• After the offering plan is accepted for filing: the sales gallery opens, broker previews run, reservations and contracts begin, and paid media moves to full weight.

The market in Q2 2026

The numbers explain why launch readiness matters right now. Every figure below is sourced on our New York new development monitor.

• 903 new building permits were filed in New York City in Q2 2026, covering 16,546 planned residential and hotel units. Queens led with 337 filings and Brooklyn followed with 306 (New York YIMBY).

• 311 Manhattan new development contracts were signed, down 14% year over year, but contract volume reached $1.5 billion against a ten-year average of $1.4 billion (Brown Harris Stevens, The Real Deal).

• 38 of those contracts were at $10 million or more, up from 22 a year earlier, making up about half of the quarter's new development dollar volume.

• 160 new development units launched in Manhattan, down 37% and roughly half the usual second-quarter pace (Corcoran).

Fewer launches and larger deals mean each qualified buyer is worth more, and a building that launches with finished film, a working website and a warm interest list faces less competition for buyers and brokers.

The launch sequence, step by step

1. Position the building. Who buys it, what they compare it with, and what the building is that its comp set is not. Write it as one sentence and hold every asset to it.

2. Build the brand and the film plan before CPS-1. Name, identity, renderings direction and a production schedule tied to construction milestones, so finished materials are ready on the day advertising becomes possible.

3. Market testing. Teaser website with an interest form, broker introductions and targeted campaigns, with the CPS-1 disclaimers templated into every format. The measure is qualified interest, not volume.

4. Plan acceptance and launch. Convert the interest list into gallery appointments, run broker previews, open reservations and contracts, and move paid media to full weight.

5. Through sellout. Milestone films at topping out and completion, search and AI visibility for the building's name and neighborhood, retargeting, and regular broker updates.

Brokers are part of the plan

New York condominiums sell through the brokerage community. A launch plan needs broker previews, co-broke materials, a broker portal with current availability and a clear commission structure communicated early. When a sponsor appoints an exclusive sales and marketing agent, the agency's job is to give that team the brand, film, website and campaigns, and to report on one shared calendar. Brokerages building their own new development divisions face the same rules; we cover that side on our brokerage marketing page.

Luxury is its own launch

At $10 million and above, the buyer judges the marketing as the building. That means private previews, film of the finished residences and views rather than renderings alone, and a broker program aimed at the small number of agents who move the segment. With 38 such contracts in Manhattan in Q2 2026, this is where half of new development dollar volume now sits.

Getting the building named by AI assistants

Buyers increasingly ask ChatGPT, Gemini or Google's AI Overviews for new condos by neighborhood, budget and move-in date. Assistants name buildings whose facts they can read and verify: address, unit mix, pricing where filed, dates, amenities and one consistent story across the building's website, listings and press. We build that fact layer into every launch website. Our checklist is in how to get a new development recommended by ChatGPT.

What it costs

TERAMOK publishes its rates: launch websites from $18,000, cinema production from $15,000, and launch retainers from $8,000 to $25,000 per month, with media passed through at 0% markup. Travel for New York production trips is scoped before contract. Model the total from projected sellout and weight it toward the plan-acceptance window, when demand is decided. The presale budget calculator runs the math.

Frequently asked questions

When can a New York condominium be advertised?

Only after the Attorney General's office accepts the sponsor's CPS-1 application. From then until the offering plan is accepted for filing, advertising must follow the CPS-1 advertising guidelines.

Can a sponsor take reservations during market testing?

No. Under the CPS-1 guidance, no reservations, binding or non-binding, and no deposits may be accepted until the offering plan has been accepted for filing.

How early should a New York launch start?

Brand and film work should start before the CPS-1 application, so that finished materials are ready the day advertising is permitted. Market testing then builds the interest list that converts when the plan is accepted.

Does TERAMOK have a New York office?

No. TERAMOK is headquartered in Chicago and serves New York nationally, with strategy and campaigns run remotely and production shot on location by our own crew. We have not yet published a New York client; our reference results are from Chicago, Miami and Greece.

About the author

Written by Kirill Samarits, Founder and CEO of TERAMOK, a real estate marketing agency for developers, brokerages and architecture firms. This article summarizes public regulatory guidance for marketing purposes and is not legal advice; sponsors should confirm filing questions with their counsel. See our New York new development marketing practice, or book a strategy call.