The Real Deal New York

From the June issue: These days, one or two buyers can make or break an entire project by
helping developers reach crucial benchmarks in the selling process. In
response, sponsors are doing everything in their power to win over
these tipping-point buyers. To keep their projects on track, sponsors at new development
buildings have started wining and dining these golden buyers, offering
them generous incentives, huge discounts and even free furniture. “I see a pattern, where as soon as we reach 50 or 60 percent, just
to get to the sprint line, developers are willing to do just about
anything,” said Brooke Jacob, CEO of mortgage company Everest Equity.