HGTV’s “Selling New York” follows CORE agents as they navigate the country’s most competitive—and compelling—real estate market. Here’s our behind-the-scenes look at Episode 409, which first aired on December 15, 2011. For more SNY recaps, click here.
In “Big Decisions and Fast Deadlines,” CORE CEO Shaun Osher and top broker Doron Zwickel collaborated with developer Francis Moezinia of Rex Properties to bring a luxury rental building at 83 Franklin Street in Manhattan’s TriBeCa neighborhood to the market. The building’s high ceilings, high-end amenities and condo-like finishes made it a rarity in the Manhattan rental market, and pricing the apartments was tricky. Doron had to tour over a dozen other luxury rental apartments in the neighborhood in order to come up with competitive pricing for each of 83 Franklin’s 11 units.
Working with a hands-on developer isn’t always easy—and Shaun and Doron acted as the “voice of reason” when it came to identifying the perfect price range. While Francis was expecting around $9,000/month for the first apartments, it was ultimately decided that starting low at $8,500 would be the best way to get renters in quickly. According to Shaun, pricing is more of an art than a science, and it all worked out. A low-key open house event brought in a crop of candidates, and four weeks later 9 of the 11 units were rented — all for above the asking prices.
Keep on reading for some exclusive behind-the-scenes information about what didn’t make it into last night’s episode of “Selling New York” and what happened after the cameras stopped rolling!