serenity has its price / 270 W 19 St in contract : Manhattan Loft Guy

Manhattan Loft Guy

Oct. 7, 2007 - serenity has its price / 270 W 19 St in contract

successful marketing campaign nearly complete

270 West 19 Street #4B seems like one of those "unique" lofts that is truly distinctive. It has been marketed by Laurie Karpowich at Corcoran that way, which worked to the extent of getting a contract within 4 four weeks. Not too shabby in a possibly 'jittery' market.

Nothing cookie cutter about the description (though I don't love the syntax). "you are immediately taken by the beautiful courtyard visible from any of your oversized windows or private terrace. With giant elm trees and manicured back yards its [sic] hard to believe you are in the heart of the new Chelsea…" There's more, of course, but that's part of the opening.

The challenges here included only "1,085 sq ft" for a 2 bedroom loft - hardly spacious. That, and asking a new construction price.

Marketing a loft is all about attracting the right buyers with the right set of expectations, then meeting those expectations. "Sun-drenched" better be bright; "classic" loft better have character; "soaring" ceilings better not be 10 feet, etc. Since not all lofts are created equal, some indication of how this one is different is a very good thing.

As I have said now in three open house reviews, they are selling serenity at this loft, and not being bashful about the price. $1.525mm and $820/mo (condo; pretty low!) for "1,085 sq ft" is $1,400/ft, In a building in which the best sale so far has been just under $1,200/ft.

That sale was the loft below this one in June 2006, which was marketed at about 200 miles an hour with descriptions such as "every piece of important "apartment jewelry'", "condo loft has BLING!", "[b]espoke Italian new kitchen and baths and hi-end super-luxe designer details throughout- this is the condo loft you never thought you would find", "[l]ive like you imagined with soaring ceiling heights, pin-drop quiet, blinding open South AND East light". (Raise your hand if you know that "bespoke" means handmade.)

serenity trumps bling??

I guess that bling-bling worked for #3B; selling serenity has certainly worked for #4A. The seller paid $1.195mm when the building was converted in November 2005, so should be very happy with the serene approach.

Comments (0) :: Post A Comment! :: Permanent Link
View more entries tagged with: West 19, Serenity, Outdoor Space, Marketing, Contract

Write a Comment

Your Name:

RealTown Members: Click here to login

Your E-Mail:

Your Website:

Subject:

Your Comment:

Notifications:

Notify me by email when new comments have been posted to this entry.

Privacy:

Private Comment - Do not publish this comment to the public.

Verification:

To verify that you are a human and not a script, please enter the verification word from the image into the box on the right.

on matters of interest to Manhattan coop or condo loft apartment dwellers, buyers, sellers, and others, especially about New York City real estate

Favorite Links

Manhattan Users Guide (be sure to search the archives)
The Gotham Center for NYC History
Matrix the Real Estate Economy
Hopstop (door-to-door subway instructions)
MTA subway site, including maps + schedules
NYC Dept of Education site
NY State Assn of Independent Schools (find private schools)
cul-cha!
the local TriBeCa newspaper
"the weekly newspaper of lower Manhattan"
Brooklyn, but a great blog

Links

• Home
• View my profile
• Archives
• Email Me
• Blog Manager

Manhattan Loft Guy

Oct. 7, 2007 - serenity has its price / 270 W 19 St in contract

Write a Comment

Recent Posts

Categories

Favorite Links

Links