Sponsoring peewee leagues, buying doctors’ directories, and finding other ways to reach latest crop of buyers
From the August issue: Tristan Harper, a senior vice president at Prudential Douglas Elliman, is marketing a four-bedroom co-op at 320 East 72nd Street.
Two years ago, he said, selling the apartment would have been as easy as scheduling an open house, where a swarm of buyers — many of them wealthy Wall Streeters — would flock.
“You opened the door twice and it sold,” said Harper, who is marketing the apartment with fellow Elliman broker Eric Friedberg. “Now you have to do a little more creative marketing in order to promote it to the right people.”
He noticed that the 72nd Street co-op — now priced at just under $3 million after several rounds of price cuts — is within easy walking distance of Lenox Hill Hospital, NewYork-Presbyterian Hospital and Memorial Sloan-Kettering. So he purchased a list of doctors’ addresses from the American Medical Association, and sent out a mailing advertising the listing. [more]
