Best Apartment I Ever Sold invites our agents to share the unique story of their best selling experience to date. This week, learn why Gerry Kendrick of the Kendrick Korant Hung Team’s sale at 455 Central Park West, 18C is his best one yet.
When asked about the “best apartment I ever sold”, it’s been a challenge to pick just one because I go over and beyond with each property I market. Each property has its own unique features and no deal is exactly alike. But given the task at hand, I choose the sale of 455 Central Park West, 18C as one of my most outstanding recent accomplishments.
I was approached by the owner to take over marketing efforts since reportedly the listing was getting very little traffic. I knew the reason wasn’t the actual apartment since the home was a grand 3-4 bedroom, 4 bathroom property with splendid views of Central Park, Upper West Side and the Midtown skyline. It also wasn’t the fact that it was located in a unique residential complex comprised of both a modern tower and a converted French Renaissance style landmark building. Nor was the home getting very little traffic because of the amazing amenities such as 24-hour concierge, spa/fitness center, indoor lap pool and lovely common garden. And finally, it wasn’t because it was right across from beautiful Central Park! So, what was the reason there had been so few showings at 455 Central Park West, 18C to date?
After visiting the property, I felt this home needed a luxury look to fit with the building and price. I also knew that I had to raise awareness to the consumer (and even some agents) that 455 Central Park West actually existed. From a visual perspective, there was a modern tower juxtaposed with a landmark building and it was not easily identified as one luxury condominium. From a market perspective, this condominium, having been built circa 2002, was competing with other new developments receiving all the attention. So, the challenge: Presentation, promotion and marketing!
I immediately enlisted the help of stager Cathy Hobbs from Design Recipes to maximize the space and to give it the modern luxury look it deserved. Professional photographs were taken, a floor plan was created and the listing was put together in the best possible way. To promote, we held additional invite-only events which were attended by leaders and influencers in the interior design, architecture, publishing, entertainment and real estate industries. Finally, I devised an advertising and marketing strategy which amped up the listing presence in design publications and included digital marketing, substantial direct mail campaigns and personal and mass communications within the New York City real estate community.
Overall, I felt that this home was uniquely positioned to sell at the best price the market would bear. I ultimately was able to create a market for this lovely home and obtain multiple offers in the end.