Seems like two brokerages weren’t enough to get buyers interested in a newly constructed, but aesthetically challenged, Greenwood Heights condo building. Our pals at StreetEasy passed along a tip that there’s been a changing of the marketing guard for the colorfully named Shangri-La at 710 Sixth Avenue. Prudential Douglas Elliman is now handling sales for the development, replacing Brooklyn Properties and Brown Harris Stevens. Elliman has apparently shed the building’s name—it’s now more somberly listed as simply 710 Sixth Avenue—though there’s been no price chopping along with the other changes. (Surprising, given that none of the 15 units found a buyer over the last couple of months.) The apartments are still averaging around $600 a square foot, with the lower floor condos going for about $400 a foot and the upper-floor apartments asking in the $750-a-square-foot range. What’s going on here? Could it be that people just don’t want to pay up to live in an ugly, generic building?
710 Sixth Avenue [Street Easy] GMAP
Listings: 710 Sixth Avenue [Prudential Douglas Elliman]
New Development: Greenwood’s Shangri-La (Not) [Brownstoner]