This Broker Helps Clients Find the Lap of Luxury

 

Published January 27, 2005

Real Estate Q&A

An Attempt to Turn an Empty Apartment Into a Daydream

The New York Sun

Broker Spends $6,000 for Rented Furniture and Other Fixes

By MAURA YATES
Special to the Sun

Drawn to the apartment at 60 Gramercy Park North by the exclusivity of the area and the charm of the building, broker Jacky Teplitzky was faced with a challenge. Here was a golden opportunity – a $2 million pre-war cooperative in Gramercy Park with great bones – but after 30 years with the same elderly tenant, the apartment was a mess with dark walls, an orange formica kitchen, and bathrooms that haven’t been renovated since the Hoover administration.

Because so much work needed to be done to get the empty apartment into selling shape, Ms. Teplitzky did something unusual in the world of real estate: She split the cost of sprucing it up. The owner paid for the painting and floors, while Ms. Teplitzky rented furniture and hired architects to draw up alternative floor plans. She expects to spend at least $6,000.

Even more unusual, instead of hiring a professional to stage the apartment, a growing trend of temporarily decorating available properties to appeal to buyers, she decided to do it herself. “People tell me I have good taste, and I have a good eye for what the buyer is looking for,” Ms. Teplitzky said.

Still, staging has its limits. While its purpose is to stimulate the buyer’s imagination, sometimes the power of suggestion can be a bit off-putting. (more…)