New PR strategies bring pricey properties to market with a bang

TRD New York /
Sep.September 17, 2012 01:15 PM

The city’s top brokers are getting down and dirty with the real estate press, increasingly employing aggressive marketing strategies to get pricey properties on the front covers of publications seen all over the world, the New York Observer reported.

Sanford Weill, the seller of the 10-room penthouse at 15 Central Park West that garnered $88 million last year, reached out to the Wall Street Journal, which wrote a story about the apartment a month before a fertilizer billionaire paid the full asking price for the unit. Christopher Jeffries’ and Howard Marks’ apartments at the Ritz have also been featured in the press. These buyers might previously have kept their listings quiet, making only selective calls to friends and business acquaintances.

The new desire for press attention may be due to the birth of luxury new development condos, which have ousted traditional co-op residences as the city’s most exclusive property type, particularly in the eyes of foreign buyers. Co-ops have typically been more selective about buyers, prompting brokers to stick to their own moneyed networks to find suitable purchasers. The spread of the internet has also led to transparency. If journalists are going to find listing information on websites like Streeteasy.com, it may be in a seller’s best interests to control the messaging before word gets out, the Observer noted.

“The old guard did their business from their Rolodexes. But no one today really knows everyone with money, no one knows everything,” said Fredrik Eklund, a broker at Prudential Douglas Elliman. [NYO]Katherine Clarke


Related Articles

arrow_forward_ios
(Image by Wolfgang & Hite via Dezeen)

Hudson Yards megadevelopment inspires a new line of sex toys

Hudson Yards megadevelopment inspires a new line of sex toys
Cammeby's International Group founder Rubin Schron and, from top: 194-05 67th Avenue, 189-15 73rd Avenue and 64-05 186th Lane (Credit: Google Maps)

Ruby Schron lands $500M refi for sprawling Queens apartment portfolio

Ruby Schron lands $500M refi for sprawling Queens apartment portfolio
Wendy Silverstein (Credit: Getty Images)

Wendy Silverstein, co-head of WeWork’s real-estate fund, is out

Wendy Silverstein, co-head of WeWork’s real-estate fund, is out
SL Green CEO Marc Holiday and 420 Lexington Avenue with Scabby the Rat (Getty; Google; SL Green)

Peace prevails: SL Green, Local 79 settle dispute over protests

Peace prevails: SL Green, Local 79 settle dispute over protests
Passing the crown: Jon Paul Pérez to be Related Group prez

Passing the crown: Jon Paul Pérez to be Related Group prez

Passing the crown: Jon Paul Pérez to be Related Group prez
Starwood CEO Barry Sternlicht, InTown Suites CEO Ash Kapur and 1071 NE 28th Avenue in Homestead (Getty, Google Maps)

Starwood scores $265M refi for portfolio of InTown, Uptown hotels

Starwood scores $265M refi for portfolio of InTown, Uptown hotels
217 West 57th Street with Extell Developement's Gary Barnett and Corcoran's Pamela Liebman (Photos via Extell; Barnett via Anuja Shakya)

Extell brings on Corcoran Sunshine to help market Central Park Tower

Extell brings on Corcoran Sunshine to help market Central Park Tower
Rendering of the 124-125 White Street jail (Courtesy of the Mayor's Office of Criminal Justice; iStock)

City moves forward with first design-build contracts

City moves forward with first design-build contracts
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...