165 Dean Street

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THE CHALLENGE

In the summer of 2021, amid the COVID-19 pandemic, the market in Boerum Hill, Brooklyn, was down 20%. We were hired to represent a townhouse at 165 Dean Street, a property with many appealing features, but also significant deficiencies. Lived in by an active family of 5 and a dog, with bathrooms needing renovation and no central air conditioning, the home was in need of TLC. Additionally, the sellers wanted to list the property at $5.5M, which would be a record-setting price for the neighborhood, a figure we initially deemed unrealistic.

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THE STRATEGY

We created a comprehensive list of necessary improvements to enhance the property's appeal. We worked closely with the owners for months to help oversee all of the improvements. Once ready, we crafted a pre-market strategy – create a sense of urgency and anticipation, positioning the home as a unique property before it officially hit the market. We quietly promoted that a rare 25’ house would be coming to market to generate buzz. Then, we invited a select group of top agents for a private preview.

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THE RESULT

Within 24 hours of the agent preview, a purchaser emerged. The buyer was eager to avoid a potential bidding war, so asked what price would be needed to take the property off the market. With thoughtful negotiation, we sold off-market for $6 million, achieving 10% above the initial asking price of $5.45 million.

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