Introduction
This study illustrates the approach that Harlem Lofts applies to boutique listings, using as an example 19 W 120th St, a two-family home in the Mount Morris Park Historic District. Boutique properties require careful attention to unique historic and architectural features.
Stage 1: Preparation for Sale
- Harlem Lofts Inc. coordinated with the Owner to ensure that the property was in optimal sale condition, and conducted careful due diligence and research
- The house was professionally staged: https://vimeo.com/366086478
- Harlem Lofts created a virtual tour for buyers, and a promotional listing video.
- The townhouse was professionally photographed, and a list of important historical and design features compiled and used in the boutique listing.
Stage 2. Launch and Showing
- The listing was launched to all platforms and to 6,000 clients via email and a mailer.
- Harlem Lofts hosted a catered launch event at the property, with mortgage brokers.
- We hosted biweekly private showings. All guest contact information and comments were entered into our database, allowing us to monitor response.
- Harlem Lofts received an offer of $4.7 million from a very well-qualified direct buyer.
- We were able to take the property from launch to signed contracts in just 38 days.
Summary
This study highlights the approach that Harlem Lofts Inc. applies to boutique townhouse listings. They require attention to and communication of historical and design details.