Emily Beare and Joseph Dirand
Emily Beare’s affable yet professional work ethic consistently garners her some of CORE’s most luxurious and jaw-dropping listings. As we saw in this week’s Selling New York episode, titled “Gold Coast”, Emily’s challenge was to sell a $12M two-bedroom apartment on Fifth Avenue. During the episode, viewers watched as Emily harnessed the power of CORE’s top-notch marketing team to strategize a plan tailor-made to this special property.
Emily proves throughout the duration of this episode that innovative marketing strategies are essential to successfully sell unique properties like this pricey Fifth Avenue home. Continue reading for some exclusive information about what happened after the cameras stopped rolling and what didn’t make it into last night’s episode of Selling New York!
Behind the Scenes:
As viewers saw in “Gold Coast”, the crux of CORE’s marketing plan was to have renowned French architect, Joseph Dirand, travel from Paris to New York City for a VIP event at 812 Fifth Avenue. The idea was to market the property as a true piece of art since someone who appreciated architecture and design was the target buyer for this property.
Something you didn’t see during the episode was the amount of amazing press in attendance at the VIP Event. CORE’s Director of Communications, Kristina Helb, was able to align CORE with Joseph Dirand’s brand and coordinate interviews with noted publications including Vanity Fair, the New York Post and top real-estate trade publication, The Real Deal. The press coverage from the event combined with Shaun Osher’s CORE Talks Interview with Joseph Dirand certainly helped with the listing’s exposure. Also notable about the VIP event was that spirits brand The Macallan donated single-malt Scotch for the party to align with CORE’s luxury clientele.
We’ve received feedback asking questions such as, “What influenced Joseph to design an apartment in Manhattan?” and “How did he choose this particular apartment?” Joseph is a personal friend and business partner of the sellers of 812 Fifth Avenue. When asked to redesign their 17th floor apartment into a one-of-a-kind space, Joseph couldn’t resist the opportunity to expand his brand into the Manhattan market.
Coincidentally, the owners of a 19th floor apartment at 812 Fifth Avenue met Joseph while they were in Paris. They instantly fell in love with his work and coordinated for him to design their apartment as well! This building has had its fair share of luck to be graced by Joseph Dirand’s architectural designs not once, but twice.
Following up:
The goal to find a buyer who would appreciate 812 Fifth Avenue as an architectural masterpiece was met after just three short months on the market. The new owners insisted on purchasing the home fully furnished and Joseph Dirand has secured several new projects in New York City as a result of his trip.