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Lennar and MOHCD report Shipyard sales: 50/51 sold out, BMR lottery results and COP outreach discussed
Summary
Lennar reported that Blocks 50 and 51 at the Hunters Point Shipyard have sold out at an average of about $650 per square foot; MOHCD reported BMR lottery results (9 BMR units at 80% AMI drew 45 applicants) and described outreach to Certificate of Preference holders, while community speakers urged more door‑to‑door outreach and better tracking of relocated COP holders.
Lennar representatives and the Mayor’s Office of Housing and Community Development briefed the commission on March 17 on sales and marketing at the Hunters Point Shipyard Phase 1 and the administration of below‑market‑rate (BMR) units.
Lennar said its first two offerings (Blocks 50 and 51, 88 units combined) have sold out. Lennar cited an average sale price of about $650 per square foot for new construction at the Shipyard and said pricing and future parkland and community amenities drove buyer interest; roughly 45% of those buyers were first‑time purchasers. Marketing relied predominantly on a downtown sales office, targeted events, online AdWords and community outreach rather than high‑volume print advertising.
MOHCD staff outlined BMR marketing and the Certificate of Preference (COP) administration: COP holders in Hunters Point and the Western Addition receive the highest lottery preference; MOHCD and its nonprofit partners (SFHDC and others) provided workshops, counseling, mailings and open houses. For one nine‑unit 80% AMI offering, MOHCD received 45 applicants; 9 units went into contract with a mix of COP holders, rent‑burdened households and city residents. Staff described targeted mailings, community partner outreach (27 CBOs), and a 60‑day marketing window that included advance mailings to COP holders. MOHCD also described a digital application system (DALIA) to streamline future applications.
Several community speakers — including long‑time residents and COP advocates — urged more proactive outreach to COP holders who have been relocated multiple times (return‑to‑address problems and returned mail) and recommended door‑to‑door notification, text messages and stronger case management. OCII, MOHCD and Lennar acknowledged the concerns, noted active follow‑up when mail is returned, and said COP holder lists include roughly 750 active certificates (about 6,000 historically issued). MOHCD said it will continue workshops and case management to connect COP holders with resale and rental opportunities and roll out DALIA for easier application submissions.
Commissioners requested additional demographic and zip‑code breakdowns of market and BMR applicants; staff said some information is in the packet and pledged to provide further breakdowns and to discuss optional guest‑card demographic fields for future market analysis.
