Introduction

This case study illustrates the dedication and expertise that Harlem Lofts, Inc., the premier Upper Manhattan realtor, applies in our cutting-edge approach to our listings in Harlem real estate, using as an example our recent exclusive, 19 West 120th St, a boutique two-family Harlem townhouse in the Mount Morris Park Historic District. Here, we will discuss the stages of the listing process for this boutique Upper Manhattan townhouse, which progressed from launch to signature of contracts in just 38 days in September and October of this year.

Stage 1: Preparation for Sale

Subsequent to the signature of the exclusive listing agreement, and based on our Upper Manhattan real estate reports, Harlem Lofts Inc. coordinated with the owner of this Harlem townhouse to ensure that it was in optimal condition for sale and conducted extensive due diligence and research on the history and architectural and design features of the house:

Harlem Lofts created an extensive database of the architectural and design features and due diligence for this Harlem townhouse, which was used to produce a detailed description of the property for the listing, and a gallery guide and marketing folder containing property information including floor plans, tax valuation, Harlem Lofts Upper Manhattan Real Estate Report, and additional property documents.

This Harlem townhouse was professionally staged for launch, with Harlem Lofts selecting the best concept from among multiple submissions from top professional staging companies, to optimally highlight the unique features of this Upper Manhattan townhouse property. With the permission of the owner and Harlem Lofts, the staging company later created a video for the property to highlight their staging services: https://vimeo.com/366086478

Harlem Lofts created a virtual walk-through tour video for this Upper Manhattan townhouse listing which buyers were able to access online. This is the latest approach to experiencing a property walk-through virtually. It allows Harlem Lofts to reach thousands of international buyers who would otherwise not have been able to preview the property.

Harlem Lofts also created a QR Code for the virtual walkthrough of this Harlem townhouse, which we placed on web pages and marketing materials so that buyers are able to scan and retrieve the virtual walkthrough on their cellphones. Link: https://vimeo.com/360239618

Harlem Lofts retained a professional videographer and sound company to create a 2½ minute promotional video of the special features of this lovely Harlem townhouse. The video helps Harlem Lofts tell the story of a beautiful Harlem brownstone through high-quality digital content. The video is eight (8) times more engaging than static content to website viewers, according to our research. Link: https://vimeo.com/364095779

This lovely Harlem townhouse was professionally photographed to highlight its elegant façade and interior features, with the photographs including matching day/night shots of the facade.

All of these visual and written components were then used for a boutique-quality custom listing on the Harlem Lofts website, ready for launch. Link: https://harlemlofts.com/harlem/townhouse-for-sale/19-w-120th-st/16198

Stage 2. Launch Timeline and Showing

September 9, 2019 – This Harlem townhouse was launched on the Harlem Lofts website for sale. In the week prior to launch, we marketed the property to over 1,800 unique Harlem Lofts private clients, customers, and contacts via an email campaign. We received 1,602 views on the page for the property between launch and October 21st, 2019.

Harlem Lofts sent out a physical postcard mailer to over 6,000 homeowners and buyers, highlighting all the unique features of the property and providing information on the upcoming hosted and catered showing event scheduled.

September 17th, 2019 – Harlem Lofts hosted the catered showing event on from 5-7pm, which was attended by 19 buyers. There was a roast beef carving station, wine and beer provided, and a slideshow presentation featuring the 3D floorplan in the theater room. There were also nineteen laminated plaques throughout the home that listed unique features of the Harlem townhouse including its architecture, ceramics, staircase and woodwork, theater room, finished cellar with a home gym, custom Sonos audio system, Miele coffee machine, and Japanese-themed garden with fountain.

• We secured two mortgage brokers from the First Republic, who attended the showing and spoke to potential buyers about financing, market rates, and approval requirements for this lovely Harlem townhome.
• Harlem Lofts released the listing to the Residential Listing Service (RLS) and to all marketplaces. These included consumer-facing websites and marketplaces including StreetEasy, Trulia, Zillow, Realtor, Luxury Estate, and others. To maximize attention, Harlem Lofts also featured this Harlem townhouse on StreetEasy, Zillow, and Trulia.
• Harlem Lofts also targeted public relations websites with our marketing materials, which resulted in 19 West 120th Street being featured on web pages including HarlemBespoke.
• We subsequently hosted a total of eight (8) events/open houses/private showings at a rate of 2-4 per week. At both the launch party and all subsequent showings, all guest’s contact information and their comments were entered into the Harlem Lofts buyer database, allowing us to monitor the response to the listing and our marketing program, and follow up directly. We supplied all guests with the previously prepared gallery guide and marketing folder containing property information including floor plans, tax valuation, Harlem Lofts Upper Manhattan Real Estate Report, and additional documents. Additionally, they each received an automatic thank-you email upon signing in.
• October 3rd, 2019 – Harlem Lofts received an offer from a very well-qualified direct buyer. The buyers learned of the property via the Harlem Lofts direct marketing campaign to our database of well-qualified buyers.
• October 17, 2019 – The offer for this lovely Upper Manhattan townhouse was accepted. This beautiful Harlem townhouse closed on December 17th, 2019. Thus, Harlem Lofts was able to take this property from launch to signed contracts in just 38 days.
• Harlem Lofts continued to show the property to customers after the offer was accepted until contracts were signed. In this period, we also secured a backup offer from a second well-qualified buyer.

Summary

This case study highlights the efficient, modern, and time-sensitive approach that Harlem Lofts Inc. applies to preparation, launch, and post-launch marketing of our boutique Upper Manhattan townhouse listings, using a recent real-world example that progressed from launch to signature of contracts in less than six weeks.

Harlem Lofts, the premier Upper Manhattan realtor, will be delighted to apply our expertise to your property. Please contact us at sales@bfd50dc80f.nxcli.net to arrange your private appointment to discuss your real estate needs, or call our founder Robert ‘Robb’ Pair at 917 790 6986, or at robert.p@bfd50dc80f.nxcli.net.