Sell-side representation.
The press kit is the listing.
Selling a $4–40M property is a press exercise. The buyer pool for any given listing is small enough that ten right people seeing the right photos in the right week matters more than ten thousand impressions on an MLS feed. Below is how we run the listing — and what makes the press kit do the work.
The metrics that actually move a check.
- Volume since 2018
- $1.4B
- Sale-to-list, 24 mo
- 98.4%
- Avg listing → contract
- 11 days
- Pre-listing renovations led
- 37
Six concrete deliverables.
- № 01
Pre-listing prep, run by working hands.
A walkthrough with the staging consultant and (if warranted) the architect. Whatever delivers $200K of perceived value for $40K of actual cost — a refinished floor, a new powder-room vanity, a paint job — gets done before the photographer arrives.
- № 02
Photography that reads as press, not collateral.
A two-day shoot with our regular studio. Natural light, dressed rooms, no fish-eye, no agent staging. Drone where it adds something. The same studio shoots a $4M apartment and a $40M estate.
- № 03
A 36-page case-bound brochure.
Mailed to a curated buyer list (typical: 240–340 names) within 48 hours of going public. Architectural plans, restoration provenance, neighborhood comparables, and a one-page operating-cost summary inside.
- № 04
Discretionary press outreach.
Pre-listing contact with The Wall Street Journal, Mansion Global, Curbed, and Architectural Digest where the property warrants it. Never paid placement; never blanket distribution.
- № 05
Showings by appointment, agent-attended.
I attend every showing — no junior coverage. Buyers' brokers respond differently when the listing agent is in the room. Showings happen 7 days a week with 24-hour notice.
- № 06
Negotiation, structured.
Counter-offers are pre-rehearsed before the first offer comes in. Term-by-term game plan. Sunday-night call before every Monday closing window. The seller is in the loop on every counter.
“The thirty-six-page brochure is the part most agents would never bother with. It’s the part that put our buyer in the door. We had a direct buyer match within fourteen days of the brochure mailing, and we never had to take a public listing.”— L. Bauer, seller · 12 East 74th Townhouse · 2025
Six phases, listing to close.
The arc holds for the typical Manhattan apartment or Hamptons house at the brackets we serve. Adjustments happen for off-market listings, estate situations, and divorce-mandated timelines.
- № 01
Listing intake & market read.
Walk-through, comp file, suggested list price, and a 30-day pre-listing prep plan if useful. Free; no obligation.
- № 02
Pre-listing prep (Day −30 to −14).
Staging, light renovation if warranted, photography brief written. Tactical work, not a redesign.
- № 03
Photography + brochure (Day −14 to −7).
Two-day shoot, brochure layout, listing description drafted by our editorial writer. Brochure printed and bound by Day −5.
- № 04
Pre-listing announcements (Day −5 to 0).
Curated buyer list mailed, press outreach as warranted, and the listing scheduled for the calendar opening that gives the property the strongest week.
- № 05
Listing live (Day 0 to 14).
Showings by appointment. Daily seller call. Comp file updated weekly. Average contract execution: 11 days from listing.
- № 06
Contract through close (Day 15 to 60).
Diligence period. Closing attorney walks every contract clause. Seller weekly call continues until close.
- Q 01
How are you compensated?
Standard 5% commission, split with the buyer's broker (2.5% sell-side, 2.5% buy-side). We negotiate on commission only when warranted by the deal size — we don't compete on price for $4M-$40M listings.
- Q 02
Do you charge for pre-listing renovations?
No upfront fee. Pre-listing renovations are paid by the seller directly to vendors (we don't mark up). We coordinate the project, vendor selection, and schedule — that's part of the listing engagement.
- Q 03
What if my property doesn't sell?
Listing agreements run for six months. If we haven't generated an offer at or near asking by month four, we have a candid conversation about the price — and you have the option to take the listing off the market with no termination fee.
- Q 04
Will you list off-market?
Yes — about half of our annual listings start off-market and only go public if a private buyer match doesn't materialize within 60 days. The economics favor sellers who don't need a public listing for liquidity reasons.
- Q 05
Will you co-list with a national brand for press?
Rarely. Co-listings with Sotheby's New York, Brown Harris Stevens, or Compass have happened a handful of times, usually because the seller has a deep relationship at one of those firms. We're comfortable with the structure when it serves the seller.
