Three questions for Kelly Kennedy Mack

Mar.March 31, 2010 12:50 PM

Kelly Mack, 36, is president of Corcoran Sunshine Marketing Group. Specializing in the planning, design, marketing, and sales of luxury residential developments, the company has generated over $9 billion in sales since she became president in 2006. Mack earned her MBA at New York University before joining Corcoran Sunshine, where she became executive vice president in 2004. Last year, Mack was named the first-ever Distinguished Young Alumna by New York University. (To see the rest of the interview with Mack, on New York City developments, click here.)

Which amenities are popular in new buildings today, and how has that changed over the past year?

Amenities still create value — that hasn’t changed. That being said, are there other developers who are scaling back on amenities during predevelopment? Some are.

Corcoran Sunshine has several projects in South Florida. Which one is having the most success?

In one of the most challenging markets in history, One Thousand Ocean has garnered the highest prices-per-square foot ever achieved in Boca Raton. When closings began in February, we had already sold an extraordinary 62 percent of the building during presales. In the past five months alone, One Thousand Ocean sold over $34 million in property, which represents 25 percent of its entire sales volume.

How is the marketing strategy different in South Florida than in New York?

The purchase-decision timeline is much longer in South Florida. The typical buyer at One Thousand Ocean has visited 11 times and contemplated their decision for 14 months. Extreme diligence, patience, and relationship-building have been integral to our sales strategy for this development.

Compiled by Candace Taylor.

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