28 Laight Street

Loft living room with a blue sectional, exposed timber ceiling, brick wall, and fireplace.

THE CHALLENGE

After two and a half years on the market with another agent, 28 Laight Street, a beautifully renovated loft in Tribeca, remained unsold. The property had previously been marketed with a focus on entertaining, and targeting bachelors. We felt the buyer was not a bachelor, but most likely a family who would use all 3 bedrooms and drive out of town on the weekends. We believed that the most important facet to the property’s offering was a parking space that was included in the sale but had not been well publicized in the original listing.

Loft bedroom with exposed timber beams, a brick wall, and a large city-facing window.

THE STRATEGY

Once hired, we focused on repositioning the property to target family-oriented buyers and emphasize its unique amenity—a private parking space—that had been previously under-advertised. 
We rebranded the property as “A family home offering the rare amenity of a parking space.” We staged the loft with neutral décor and launched a targeted advertising campaign.

Loft living and dining area with exposed brick, timber beams, oversized windows, and city views.

THE RESULT

Within just 22 days of relisting, we successfully entered into a contract for the property, with a final sale price only 6% below the asking price.

Within 22 days of listing, we were in contract
After taking over the listing from another agent, we staged and rebranded the loft, resulting in a successful sale

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Phone

(917) 854-4411

Email

[email protected]

Address

220 Fifth Avenue, 3rd Floor New York, NY 10010

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