The Real Deal New York

From the July issue: While developers at many new condos in New York have already slashed prices, Donald Trump is standing firm. Despite the pressure to get out the price-chopping ax due to current market conditions, The Donald insists he won’t budge at his latest project, Trump Soho, a 46-story condo-hotel. “It’s a very good building in a very good location, and we feel we don’t have to,” says Trump of the high-rise, whose 391 units, available since fall 2007, are 55 percent sold, at an average of $3,000 a square foot. “There’s nothing wrong with lowering prices, nothing wrong with doing that on occasion, but it’s not something we like to do,” Trump told The Real Deal, adding he never lowered prices in previous downturns.