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Best Apartment I Ever Sold: Tony Sargent

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.