10/12/2018
Price Discovery is hard, and Trophy Pricing can be ... er ... fanciful
Those are two of my takeaways to this report that a Manhattan townhouse finally sold for $12 million rather than the $22.5 million originally asked, numbers that grabbed my attention. The sale took a while:
Feb 19, 2016 new to market at $22.5 million
March 9 $21.5 million
April 18 $20 million
March 2, 2017 $18 million
September 20 off market
October 2 change firms
October 3 $15.25 million
January 22, 2018 $14 million
March 14 contract
The seller behaved (briefly) like a motivated seller two and a half years ago, with quick price drops of a million and a million and a half. Nowhere near the market clearing price, another drop (two million!) took 11 months and then ... crickets.
A change in firms (after 18 months, 4 prices) and two more fairly quick, rather large price drops brought the townhouse within negotiating range (in this case 14%) and the recent sale, 30 months and 8-figures from where they started. Phew!
The difficulty in price discovery is obvious, even if the seller’s response was delayed.
The difficulty in trophy pricing should also be obvious, as neither the seller nor the first firm intentionally picked a price well beyond the actual market value. (The townhouse was definitely marketed as a trophy: “the ultimate representation of Old World history, architecture and charm”.) This happens, I am convinced, far more often than you’d think, with properties marketed professionally by highly competent agents, on behalf of sellers who claim to want to sell. More “art” than “science”, if you will.
Finally, the townhouse is now 5 units over 10,000+ square feet, so the new buyer will put another few millions (or more!) into a gut renovation. First world problem for the one-tenth of one percent.
The former Upper East Side mansion of Oscar-winning composer Franz Waxman was sold for nearly half of the asking price. The 10,300-square-foot prop