Best Apartment I Ever Sold: Tony Sargent

27 June, 2017 posted by: CORE

Best Apartment I Ever Sold invites our agents to share the unique story of their best selling experience to date. This week, learn why Tony Sargent‘s sale at 444 West 19th Street, PH2 is his best one yet.

I was referred by a Beverly Hills broker to the LA-based seller of this West Chelsea penthouse. They’d bought it only eight months prior at $2,995,000, and wanted to sell at a 21% mark-up without any additional work having been done to the property.

The average price per square foot in the building was in the low $1,300’s yet we were going to market this property for close to $2,400 per square foot before all the new construction in the neighborhood was announced. After showing the property for 60 days to many buyers, I took the feedback from buyers (except that it was overpriced) and proposed to the seller that we remove all of his furniture except for the master bedroom set and re-stage the whole property with new furniture.

Working with staging consultant Susan Goldstein and her assistant, I spent six hours in their Brooklyn warehouse hand-picking furniture to soften the glass and mirrored surfaces of this unit. I also connected with CLIC! Bookstore on Centre Street and they kindly offered to lend me large-scale photography of nature which I innately felt would bring this in-the-sky property a more earthy grounded feel. Choosing more classic-contemporary furniture than the modernist white leather look that was already in the unit, I transformed the property over the course of two days.

In addition to re-photographing the apartment professionally, I did in-depth research into the nearby new development projects that were yet to be announced, and created marketing which touted the growing upscale properties that were coming to the area on 10th Avenue, before most brokers and buyers were aware of them.

Up until the transformation of the marketing, my seller had not received an offer above $3,200,000. Within a week of re-presenting the property, we had four offers on the table and went with an all-cash offer of $3,600,000.  We had a full price offer but the seller chose the lower offer given its all-cash nature.

The best part? Delivering an over market price by creating a look and marketing plan for the property that drew in a new set of buyers and created new demand and showed the apartment and area in a way that appealed more to buyers. This strengthened my commitment to bespoke marketing and its potential to deliver more for sellers than the standard price-chop approach that traditional brokers have applied for years to get a property sold. Why go down when you can be creative and effective and deliver more money into a seller’s pocket?

Finally, a buyer who visited the property and fell in love with the custom staging hired me to help them buy an area property for over $8,000,000. To succeed and then also be recognized for the customized approach that I use in real estate is something I am grateful for. It’s why I do what I do the way I do it – for my clients and for their long term benefit.


Hot Topic: The Art of Staging

12 April, 2017 posted by: CORE


Did you catch agents Tony Sargent and Steve Snider in The Real Deal last week? Both were interviewed for a story on the value of staging a listing and offered examples of how it’s helped move a property and sell it above ask. Click the link below to read more insight from Tony and Steve!

Click here to read the full article: Staging for the starter apartment


CORE Checklist: Staging 101

02 July, 2015 posted by: CORE

When it comes to making life changesmajor or minorremembering everything you need to accomplish can be overwhelming. With the help of CORE Checklists, we hope to make even the biggest transitions as stress free as possible.

Staged homes generally sell for 10 to 15% more–and eight times faster–than unstaged homes. Use these tips provided by CORE Stylist Sharon Blaustein to spruce up the picture perfect home every time.

  • Unclutter – Remove unnecessary accessories and furniture to make a space feel cleaner and more open.
  • Organize – Clear out and reorganize closet spaces to show off how much storage space is available.
  • Rearrange – Move furniture to open a floor plan and give a layout better flow.
  • Tone down – Bold wall colors have a way of reducing offers, stick with neutral colors to tone down dated finishes.
  • Lighten up – Bring extra light to the space and let the sun come in by removing heavy drapery or curtains.
  • Repair – Make repairs to squeaky floors, tarnished or rusted hardware and apply a fresh coat of paint.
  • Clean – Have the apartment professionally cleaned including windows.
  • Nest – Create a lived in feeling so potential buyers can imagine themselves living there.
  • De-personalize – Appeal to a variety of potential buyers by removing personal items such as photographs.
  • Style – Add stylish accessories and flower arrangements to create a welcoming environment.



5 Things You Didn’t See on This Week’s ‘Selling New York’

07 January, 2014 posted by: CORE

HGTV’s “Selling New York” follows CORE agents as they navigate the country’s most competitive – and compelling – real estate market. Here’s our exclusive, behind-the-scenes look of this week’s episode, “Living Well,” which first aired on January 7th. For more SNY recaps, click here.


In this week’s episode of Selling New York, Lisa Graham is faced with the challenge of bringing positive vibes to a Madison Avenue apartment listing. Located at Morgan Court and listed by The Reba Miller Team, the 2,321-square-foot 2-bedroom, 2-bathroom home was listed at $3.795 million. With a gut renovation pending, Lisa sought the help of several different experts to give this space a unique transformation.

At the top of the segment, Lisa meets with feng shui consultant Ann Bingley Gallops of Open Spaces Feng Shui to help optimize the space. “We want to make sure the energy is contained within the apartment, and not just rushing right out the window,” said Ann, upon getting a better look at the home. Along with her real estate expertise, Lisa is also well-versed in the importance of a well-received and positive space. Ann’s passion for feng shui perfectly complimented Lisa’s desire to create the perfect ambiance for potential homebuyers.

“Feng shui will make a place feel welcoming, it will make you feel like you’re in charge, and that can really help with a sale,” added Ann.

In order to help buyers visualize the potential in this space, Ann referred Lisa to a set of talented staging professionals. Barbara Brock and Jay Hart of Yonkers’ furniture warehouse Sold With Style were hired for the job, tasked with providing classic pieces to integrate into the space. According to Jay, choosing a great rug would be a staple component of the transformation. “The rug that we choose is really going to set the tone for the rest of the design,” he said. Afterwards, the team proceeded to pull sofas, arm chairs and tables to complete the space.

To further compliment these changes, Lisa also enlisted the help of global ritual expert Barbara Biziou, to complete a space cleansing ritual that would create a positive environment within the apartment. In anticipation of the listing’s upcoming open house, Barbara would be integral in positioning the event around wellness in the home. “I absolutely think that if we can change the energy in this apartment, it can have a very positive, practical effect,” she said.

After prepping the home, the day of the open house finally arrives, with guests including members of the New York real estate brokerage community and interested homebuyers. After a formal energy ritual performed by Barbara, guests had an opportunity to explore the rest of the home. With several clients in awe of the space and new design, it is safe to say all of Lisa’s efforts were a success!

Read below to find out what happened when the cameras stopped rolling, more about Morgan Court and what didn’t make it into today’s episode of Selling New York! Read the rest of this entry »


What’s New: Upper East Side Elegance

17 December, 2013 posted by: CORE


Where: 21 East 66th Street, 7E/7W
Size: 5 bedrooms, 6 bathrooms
Asking: $9,250,000
Listed by: Reba Miller

This sprawling Upper East Side home offers a discerning buyer the perfect opportunity to create their dream home. Located in a full-service, boutique condominium, the 3,600-square-foot, full-floor home is currently laid out among 11 rooms in total, with a proposed floor plan offering offers 4-5 bedrooms, private service quarters with a separate entrance off the service elevator hallway, library, a formal dining room, living room with wood-burning fireplace and a master bedroom with a second fireplace. With great natural light, 10-foot ceilings, several windows throughout with exposures from all four directions and a view of Central Park, this spacious home presents several fantastic options


CORE in the News

28 October, 2013 posted by: CORE

A sampling of last week’s press coverage of CORE and CORE properties.


Innovative Ways to Market Real Estate
Epoch Times
Shaun Osher, Tom Postilio and Tony Sargent discuss the importance of innovative marketing among real estate professionals. “While we can’t create the market and we don’t know absolutely what a property is going to sell for, we can make sure it is perceived by the marketplace as well as it possibly can,” Tom says. Tony’s listing at 444 West 19th Street is featured throughout this piece after undergoing a complete staging transformation, allowing the space to be better presented to potential buyers.

Multi-lingual Brokers on the Rise as Apartment Sales to Foreigners Top $2B
Real Estate Weekly
Limor Nesher is featured in this trend piece, discussing the benefits among brokers who speak a second and third language when relating to clients. “It’s important for them to have someone they can trust,” Limor said. “Sometimes, foreign buyers come with English-speaking brokers and they just don’t understand each other.”

Top Residential Dealmakers Turn Out for 25th Annual REBNY Awards
The Real Deal
Reba Miller, Tom Postilio and Doron Zwickel are featured in this event recap. Held at the Pierre Hotel, REBNY’s annual residential Deal of the Year awards ceremony drew some of the most noted residential firms and brokers in New York City.


The Power of Home Staging

10 October, 2013 posted by: CORE

When selling a home, real estate professionals understand the importance of getting potential homebuyers to connect with a listing as soon as they walk through the door.  In that instant, a potential client envisions him or herself living, entertaining and/or raising a family in the space, making the presentation of the home a crucial selling factor.  Over the past several years, as real estate agents and brokers continue to come up with innovative ways to market a property, the trend of home staging has remained a popular cornerstone in many selling strategies.  With the primary function of home staging being to create a more attractive and welcoming environment for potential buyers through the use of furnishing, lighting and other design techniques, agents like Tony Sargent understand the importance of a well-staged home that provides buyers with an idea of the potential a space offers.  From virtual staging to enlisting the help of professional staging companies, Tony has witnessed the evolution of this trend and how the practice is now seen as somewhat critical among the real estate community.


The photo above shows the profound impact a well-staged room creates.  Located at 444 West 19th Street, Tony’s listing underwent a total visual makeover, replacing the existing furniture and accents with more modern pieces, providing the space with more light and the appearance of more room.  In this side-by-side comparison, the home’s living room was outfitted with modern pieces that better highlight the gorgeous hardwood floors throughout, the room’s incredible view and extended the space by creating a separate informal dining area. Read the rest of this entry »


Inside the Staging of an Upper East Side Penthouse

06 September, 2012 posted by: CORE

303 East 77th Street PH__3__DR_resize

CORE’s Jarrod Guy Randolph recently landed on the small screen, showing off his $4.995 million penthouse listing at the Upper East Side’s Isis condominium to CBS’s cameras. The piece was great — we’re sure the spacious full-floor spread and private outdoor spaces inspired plenty of viewer real estate envy — but it only told part of the story behind this luxurious listing at 303 East 77th Street

When Jarrod, a Forbes “30 Under 30” recipient who joined CORE last spring, got the listing, the penthouse was completely empty, and he could tell that buyers were having a difficult time envisioning what the nontraditional space (with four bedrooms and four private terraces in all) would look and feel like as a fully furnished and functional home. “We really needed to furnish the place to show that there’s a lot you can do with it, whether for entertaining or just as a quiet place to call home,” Jarrod told us. “With furniture, I knew it would feel even more spacious, and people would respond to it.”

So Jarrod embarked on the most ambitious staging effort of his career — recruiting design specialists like Susan Goldstein of Studio D, rustic Brooklyn furniture craftsmen Organic Modernism, the contemporary art experts at Jayne Baum Gallery and others to create an immaculate space filled with both modern and traditional design elements, including over $250,000 in furniture and art. “Beautiful furniture and artwork always make the space look more luxurious, and it reenforces the luxury image of the building,” Jarrod said. “I’ve staged apartments before, but I really had to call in a lot of favors for this one.”

Read the rest of this entry »


Renovating to get Results

11 November, 2011 posted by: CORE

Michael Garr has sold over 300 million dollars of real estate from Central Park South to Tribeca. He is also the Broker Specialist for the Chelsea Mercantile, having completed 59 transactions in the prized building. Here, he writes about going above and beyond simple staging to sell apartments at top dollar.

Freshened floors, a new coat of paint and a revamped terrace got the job done on West 22nd Street.

Freshened floors, a new coat of paint and a revamped terrace got the job done on West 22nd Street.

core_11_10_11_garrheadshotLast Sunday’s article in the New York Times about sellers renovating their homes to appeal to buyers only scratched the surface of the work that goes into preparing my exclusive listings for the market. My team of contractors, tilers and painters have renovated several apartments and guided owners to make spot-on choices that will yield fantastic results at the closing table. For example:

After six months on the market with another company, the owner hired Michael Rubin and I to market a top-floor duplex on West 22nd Street. We chose a walnut stain for the floors after they were sanded. We removed the floor in the kitchen and put in a cream tile, which pulled everything together for a fresh buyer-ready look. The vanity in the bathroom was replaced, and updated light fixtures and new hardware were added and then painted Benjamin Moore White Dove — a color many art galleries use. For the terrace, the wood planks were painted a brighter color and plants and flowers were placed on the sides. The outdoor space felt larger (feelings are facts in real estate) and inviting. For the staging, we added the little extras needed for dramatic photogenic touch: bright pillows, hip table lamps and understated art work … all from my staging storage unit. An offer was accepted in four weeks.

Read the rest of this entry »

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