Thursday, July 5, 2007
Making lemonade at 9 West 19th Street
property brochure (pdf 580kb) Yes, I've been away from the keyboard for a few days working on the marketing program for Nine West 19th Street. It's a beautiful, turn of the century building in Flatiron that is available for sale exclusively through my office for $8.4 million. One of the vital marketing pieces that's produced for this level of property is what's referred to in brokerage vernacular as a 'set-up', or detailed fact sheet. You can see the fruits of that labor by downloading your own copy.
"When life gives you lemons, make lemonade"Curbed featured it when we launched, which generated a lot of interest, but in a classic case of bad timing for my client, as we were preparing to go to market, the owners of the adjacent property put up a scaffold for local law 11 work; unfortunately obscuring part of the facade of our building for sale. It posed new physical challenges as to how best market the property. First, I hadn't yet called in a professional photographer to shoot the property, just my own snap shots, which while not bad, were not as well considered as if I'd known that they would wind up being the only unobstructed shots possible. Second, the typical 'building for sale' shingle-type sign, would just be lost and obscured in the scaffolding, which may be staying up until the end of the year. As readers of this blog know, I operate an advertising boutique as part of my brokerage practice a particularly good moment for my clients to have some problem solving design capabilities on their side. We turned to archival sources for historic photos of the building; and I started to digitally master a recent facade photo from some of those snap shots mentioned above. The results contributed to producing an excellent property brochure, and became the imagery to build a strong design program around. The scaffold issue was ultimately solved by producing a custom banner that wraps the corner of the temporary structure. It is the kind of thing I'd install to market a new development. In this case, it allowed for an artful juxtaposition of an archival shot from what we think is the late 1930s, showing the building and block as it appeared then, within the physical context of the actual modern day environment. The block remains looking very much the same today. As part of the Ladies Mile Historic District, it should stay that way for generations to come. It's a solution that has gotten people's attention and generated serious inquiries. All of these collateral materials are generated by my practice, in-house. It's a nice moment to showcase how design can be applied to create value for my clients.
related post: own a piece of nyc history