The Real Deal New York

As seen on a printed screen: Owner markets UES townhouse by placing rendering of renovation over facade

Owner has had tough time unloading property
March 22, 2018 09:45AM

56 East 66th Street (Credit: Nest Seekers)

Pay no attention to that building behind the curtain: It’s just the “before” shot of a townhouse that is poised for a makeover.

Anand Khubani, a New Jersey-based “as-seen-on-TV” marketer, has placed a 60-foot-high printed screen on the facade of his townhouse at 56 East 66th Street to show prospective buyers what it could look like if renovated, the Wall Street Journal reported. Khubani has had some trouble finding a buyer for the five-story townhouse.

He purchased the building in 2015 for $15 million. He received approval from the Landmarks Preservation Commission to renovate the entire building but decided to list the property as is — plus the approved design plans — when the market slowed.

“The market had been a little quiet,” Khubani said. “Rather than invest in developing it right away, the idea was to give the potential customer a vision.”

He initially listed the property for $19.95 million shortly after buying it, and cut the price to $13.95 million in January. Lisa Simonsen andKristin Lukic of Douglas Elliman are handling the listing. [WSJ] — Kathryn Brenzel