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.


CORE Checklist: 10 Tips to Create a Joint Home Office/ Spare Bedroom

18 February, 2016 posted by: CORE

When it comes to making life changes – major or minor – remembering 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.

In need of a home office, but like the idea of a spare bedroom for guests? Why not combine the two? Use these tips provided by CORE Stylist Susan Goldstein to create the perfect home office/ spare bedroom conversion space.

  • Remember the ‘Golden Rule’ – A place for everything and everything in its place.
  • Storage rules – Work with a designer or directly with CA Closets, The Container Store (now offering custom built-ins) or IKEA to design a wall to include shelves, work surface and file cabinets.
  • Cohesion counts – Make sure that the style of cabinetry and furniture is cohesive with existing design throughout the home.
  • Make space – Consider choosing a full or queen size Murphy bed to open up the space when guests are not present.
  • Cover up – Cover day-beds and sofa-beds with upholstery fabric to accommodate work meetings.
  • Mix it up – Use interesting baskets and boxes in different textures and styles to store office supplies.
  • Hide and seek – When designing shelves over the desk include some with doors to hide copy paper, printer cartridges, etc.
  • Brighten up – Shelving over the desk should include strip or picket lights to illuminate the work surface and operate with dimmer switches.
  • Calm down – Choose a paint color that is soothing for a work space but also conducive for sleep.
  • Deck the walls – Include pops of color by adding pillows, throws, wallpaper and art.



CORE Checklist: Summer-ize Your Space

28 May, 2015 posted by: CORE

When it comes to making life changes–major or minor– remembering 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.

Just like clockwork, Memorial Day Weekend begins a 3-month long love affair with weekend getaways to the beach or countryside. But who says you have to hit the road to open your windows and let summer into your city abode? Use these tips provided by CORE Stylist Susan Goldstein to get your home ready for summer.

  • Pack up – Let your rooms breathe by de-cluttering surfaces and shelves of winter accessories.
  • Lighten up – Use slipcovers on sofas and chairs in cotton duck or linen for a light and airy feel.
  • Get nautical – Add a nautical touch by creating covers for your accent pillows.
  • Feel the breeze – Grab sheer linen panels in ivory and enjoy summer breezes in the months to come.
  • Repurpose books – Cover old books in white butcher paper and stack 3 or 4 on a coffee or console table.
  • Add candlelight – Select pillars in a variety of heights and sizes and place them in clear glass hurricanes.
  • Gloss it up – Consider painting the fireplace glossy white or black so that candlelight bounces off its walls.
  • Create ambiance – Set the mood using natural wood candlestick clusters with ivory or white pillars to dine by candlelight.
  • Dine elegantly – Use white or ivory dinnerware in various shapes and sizes for the perfect summertime dinner setting.
  • Freshen up – Fill the room with vases of freshly cut flowers. Pick fragrant peonies or lilacs for placement on coffee tables or for bedside bouquets.

Now light the candles, pour a glass of chilled rosé, put your feet up and enjoy your summer at home in the city.



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

16 March, 2012 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 behind-the-scenes look at Episode #508, which first aired on March 15, 2012. For more SNY recaps, click here.


In this week’s episode of “Selling New York,” titled “Deal or No Deal,” CORE Managing Director Tom Postilio had to breathe new life into a listing at the Chelsea House, a condominium development at 130 West 19th Street in Manhattan, in order to entice potential buyers to visit. When Tom originally put his listing on the market he thought it would be an easy sell because of its great Chelsea location and the building’s great amenities. However, after multiple showings, Tom realized that visitors found the apartment to be dark and cluttered, not to mention the brick wall views.

Luckily, Tom had a plan and convinced his seller to take out everything and stage the apartment. After a quick meeting with Susan Goldstein from Studio D, they agreed to use furnishings and lighting that would brighten up the space. The staging was successful and the apartment immediately got interest. 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!

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