Looking for “new blood,” Harlem condo replaces Corcoran with Halstead

New York /
Oct.October 28, 2010 06:00 PM
Clockwise from top left: Julia Boland, BJ Engler, Windows on 123, Peter Demby and Stephen Kliegerman

The developer of Windows on 123, a new condominium in Harlem, has switched its sales and marketing team to Halstead Property Development Marketing from the Corcoran Group.

“I think sometimes a project needs new blood,” said developer Jeffrey Bennett, co-founder of R&B Development. “Corcoran did a good job, but we wanted a different point of view and some fresh new ideas.”

With price reductions and a more aggressive marketing strategy, R&B is hoping that the 26-unit complex, at 117 West 123rd Street near Lenox Avenue, will now sell out quickly.

The Halstead team — the Boland Group’s Julia Boland, BJ Engler and Peter Denby — is replacing a Corcoran team led by David Daniels.

“Like many business relationships, we simply broke up,” Daniels said, explaining the switch.

In the nine months since sales launched, Corcoran closed on nine units, Bennett said. Since Halstead came on board last month, they have contracts signed on two units and three are in negotiation. That leaves another 12 to sell. (Note: clarification).

Halstead has made price reductions of just under 10 percent on all remaining units, a mix of one-, two- and three-bedrooms, Kliegerman said. “They weren’t drastic, just a re-alignment of the prices so they were more in line with what the units were actually selling for, and were more realistic in the market.”

The 835-square-foot one-bedrooms start in the low $500,000 range and two-bedrooms in the $600,000 range. The priciest unit — a three-bedroom, 1,834-square-foot duplex with a private yard — is asking $1.295 million.

Since Halstead specializes in new developments, Kliegerman said the company can better showcase the properties.

“We are embarking on a very aggressive PR campaign to get the word out about the building,” Kliegerman said. “We are casting a wider net, with our brokers continually able to promote the building.”

The buyers are “an eclectic group,” Bennett said. Though he declined to provide any names, he said residents include a top chef at a world-famous New York restaurant, a surgeon from Columbia Presbyterian Medical Center and several well-known musicians.

The building has a 15-car garage, a 3,000-square-foot shared rooftop with panoramic views and a gym. The apartments have nine-foot high ceilings and soundproof walls. As an incentive, any buyer who purchases one of the $65,000 parking spaces will receive a free Smart Car valued at $15,000 to $20,000.

 

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