When the owner of a three-bedroom, three-bath condo in Park Slope looking to sell consulted with Compass agent Evan Duby, the conversation began in a familiar way.
The owner, well-established in the finance industry, wanted to sell the condo at 392 3rd Street himself. “I’ve worked in that industry and I totally get that impulse,” says Duby, a former hedge fund money manager himself.
After a discussion on the owner’s approach to selling homes, he and Duby agreed that in order to get maximum exposure for a condo this special, a professional marketing and promotion campaign would be the best way to do it. For that, Duby and his team created a plan “to maximize the home’s exposure and create a sense of urgency in the marketplace for the property.”
Pricing was easy, although there had never been a three-bedroom, three-bathroom condo resale in Park Slope at the market price of $1,350 per square foot. “It was on an ideal block, 3rd Street between 5th and 6th, zoned for a great school, an old townhouse feel and the owner had tremendous taste — it didn’t need to be staged. I told my client that someone is going to fall in love with this place,” says Duby, who adds that “passion for a property always drives price.”
The ask was a record-breaking $3.25 million, and a “full-on marketing mode” was required. Duby created a video that he shared on YouTube and Facebook to his network of potential buyers and other agents, garnering thousands of views. He made sure his open houses were the “dry cocktail party” he curates them to be, down to the smell, the temperature (“I want people to come into my open houses and feel welcomed and comfortable.”) — and the music.
“Herb Alpert and Paul Simon music have sold more Brooklyn real estate for me than I could ever have predicted,” says Duby, a musician who uses his local record label, Five & Dime Records, to create video previews, including original music from his friend and business partner Paul Loren.
The video was seen by a broker, and the deal was in contract at list price eight days later, despite other offers on the table. “Sometimes it makes sense to plant your feet and see the desire in the buyer’s eyes,” he says. “And they’ll give the seller a good transaction and get it done.”
Was it a record? According to Automated City Register Information System (ACRIS), for a three-bedroom condo in Park Slope, as of sale date, indeed. “Everybody was really happy,” says Duby. “And that’s my definition of a great deal.”
If you are looking to buy, rent or sell in brownstone Brooklyn, contact Compass agent Evan Duby today.