Extended Exec Hours: Samsung’s Risky Business Bet

By Jeff Goodman
Licensed Real Estate Agent, Brown Harris Stevens

Introduction

In the highly competitive New York City real estate market, a compelling property listing can be the difference between a quick sale and an apartment sitting on the market for months. As a fourth-generation New Yorker and real estate expert with Brown Harris Stevens, I’ve worked on countless listings, and I can tell you that the best listings don’t just sell a property—they sell a dream. Crafting a listing that captures the essence of a property, highlights its best features, and engages potential buyers is both an art and a science.

In this article, I’ll walk you through the essential elements that make a property listing stand out. Whether you’re a seller working with an agent or a real estate professional looking to fine-tune your listings, these strategies will help you create compelling descriptions that resonate with buyers and lead to faster sales.

1. Start with a Catchy Headline

The first thing potential buyers see is the headline. This line needs to grab their attention immediately and spark curiosity. A great headline is more than just a simple description of the property; it should highlight its most attractive feature and make buyers feel that this is a must-see listing.

What makes a great headline?

  • Focus on unique features: Whether it’s a breathtaking view, a newly renovated kitchen, or a spacious outdoor space, highlight what makes your property stand out. 
  • Be specific: “Sunny 2-Bedroom on the Upper West Side” is fine, but “Spacious, Sunlit 2-Bedroom with Private Terrace and Views of Central Park” paints a more vivid picture. 
  • Create a sense of urgency: Words like “rare opportunity,” “must-see,” or “limited availability” can encourage potential buyers to take action quickly. 

A compelling headline not only grabs attention but also sets the tone for the rest of the listing.

2. High-Quality Photos Are a Must

We live in a visually-driven world, and real estate is no exception. According to multiple studies, listings with high-quality photos generate far more interest than those with low-quality or no photos at all. In NYC, where space is at a premium, buyers often rely heavily on photos to assess the layout, light, and size of the property.

Tips for great real estate photos:

  • Use professional photography: A professional photographer understands how to use lighting, angles, and composition to make the property look its best. 
  • Capture key features: Focus on showcasing the most appealing aspects of the home. Highlight unique architectural details, spacious rooms, and the flow of the space. 
  • Showcase the neighborhood: If your property is located in a highly sought-after neighborhood, include photos of the surrounding area—local parks, restaurants, or iconic views can add significant appeal. 
  • Staging matters: Well-staged homes look more inviting and help buyers visualize the property’s full potential. If possible, stage the home before taking photos. 

With high-quality visuals, you’ll increase buyer interest and make it easier for them to imagine themselves living in the space.

3. Write a Descriptive, Engaging Property Description

The property description is where you really sell the lifestyle. A great description does more than just list features—it creates an image in the buyer’s mind of what it would be like to live in the space. You want your description to highlight the property’s strengths and make the reader feel that they can’t afford to miss out on this opportunity.

What should a property description include?

  • Start with the big picture: Provide an overview of the property—how many bedrooms and bathrooms, the size, and the general layout. 
  • Highlight the unique features: Mention any standout elements, like a chef’s kitchen, custom-built shelving, walk-in closets, or home automation features. 
  • Discuss the lifestyle: Does the apartment have a private terrace perfect for summer evenings? Does it have an open floor plan ideal for entertaining? Does the location make commuting to work a breeze? 
  • Use evocative language: Instead of simply saying “large windows,” describe them as “floor-to-ceiling windows that flood the space with natural light.” The goal is to make the buyer feel the space before they’ve even seen it in person. 

A property description should engage the reader’s imagination, evoking emotions and helping them see themselves living in the space.

4. Focus on Location and Amenities

In New York City, location is everything. Buyers aren’t just buying an apartment—they’re buying into a lifestyle. Whether your property is steps from Central Park or nestled in a trendy Brooklyn neighborhood, location is a key selling point.

How to sell the location:

  • Be specific about the area: Highlight nearby landmarks, transit options, parks, schools, or any other perks that make the neighborhood desirable. 
  • Describe the vibe of the neighborhood: What are some of the residents like (without violating Fair Housing designations!) Trendy and artsy? Up-and-coming? A great listing reflects the energy and culture of the neighborhood as much as the apartment itself. 
  • Mention amenities: If the building offers amenities like a doorman, gym, rooftop terrace, or a pet-friendly policy, make sure they are prominently mentioned. These can be huge selling points in a competitive market. 

A well-rounded description of the neighborhood and amenities elevates the listing and gives the buyer an understanding of what they’ll gain beyond the apartment walls.

5. Price It Right

Pricing is a delicate balance between being competitive and maximizing return. If your listing is priced too high, it may scare off potential buyers, while underpricing can result in a missed opportunity for maximum profit.

How to determine the right price:

  • Research comparable properties: Analyze recent sales of similar properties in the area to understand what buyers are willing to pay. 
  • Research similar properties that are on the market: What the “competition” is could affect the price that a seller can get for their property. 
  • Evaluate how long it is taking for the inventory of similar properties to sell: These “Absorption Rates” can shed light on the pace of the market for specific kinds of properties. 
  • Work with your agent: An experienced real estate agent will help you determine an optimal price based on market trends, property condition, and unique features. 
  • Price strategically: If possible, price your property just below a major price point. Listing a property for $1,000,000 as opposed to something like $1,025,000 will generate more inquiries, and could lead to multiple offers, and possibly a bidding war. 

An accurate price is key to ensuring you attract the right buyers without losing out on potential value.

6. Be Transparent About the Property

Transparency is vital to building trust with potential buyers. While you want to highlight your property’s best features, honesty about its limitations will prevent wasting anyone’s time.

What should you be transparent about?

  • Building fees: Mention any maintenance or common charges upfront, so buyers know what to expect. 
  • Condition of the property: If there are issues like minor repairs or outdated appliances, it’s better to be transparent about them in the listing rather than surprise buyers later. 
  • Market dynamics: If the apartment is in a competitive market or has received interest from other buyers, this creates urgency and honesty that buyers will appreciate. 

Being upfront about both the positives and potential drawbacks ensures you build a relationship based on trust and authenticity, which can ultimately lead to a faster sale.

7. Call to Action: Make It Easy for Buyers to Take the Next Step

Once you’ve created an engaging and visually appealing listing, you need to make it easy for potential buyers to take the next step. A strong call to action is essential.

What makes a good call to action?

  • Provide contact information: Always make it easy for potential buyers to reach you. Include your phone number, email, and a link to schedule a showing or a virtual tour. 
  • Create urgency: Phrases like “Schedule a viewing today” or “This listing won’t last long” can motivate potential buyers to act quickly. 
  • Offer virtual tours or showings: With the rise of virtual tours, offering an easy way for buyers to see the apartment remotely is crucial in today’s market. 

Your call to action should be direct, clear, and designed to make it easy for buyers to take action—whether that’s reaching out for more information or scheduling a showing.

8. Leverage Social Media to Amplify Your Listing

Social media is an essential tool for getting your listing in front of a larger audience. Once your listing is live, share it across social media platforms like Facebook, Instagram, and LinkedIn to reach potential buyers who may not have seen it on traditional listing sites.

Tips for sharing your listing on social media:

  • Use high-quality images and videos from your professional shoot to attract attention. 
  • Use relevant hashtags like #NYCRealEstate, #ManhattanLiving, or neighborhood-specific tags to boost visibility. 
  • Run targeted ads to reach specific demographics or buyers interested in NYC properties. 

By sharing your listing on social media, you can generate buzz, increase visibility, and drive more traffic to your listing.

Final Thoughts

Crafting a compelling real estate listing is about more than just listing features—it’s about telling a story that captures the buyer’s imagination and encourages them to take the next step. From creating an attention-grabbing headline and stunning photos to writing an engaging property description and pricing strategically, every element of the listing contributes to its success.

By following these steps and “pulling out all the stops”, including leveraging social media, you’ll increase your property’s chances of standing out in a crowded NYC market and ultimately secure a faster sale. A well-crafted listing does more than just showcase a property—it makes buyers feel that this is the place they’ve been waiting for.

About Jeff Goodman

Jeff Goodman is well known as the “Quintessential New Yorker®”, and he and his team are at leading NYC broker Brown Harris Stevens.  Having an extensive career in the field of real estate Jeff has a deep understanding of Manhattan, Brooklyn, and parts of Queens and the Bronx. Jeff’s clients’ missions are his vision: he guides, educates and advocates for them. This philosophy has made him a trusted advisor to those he works with and for.  Jeff is passionate about New York’s amazing neighborhoods and showcases them through his “Rediscovering New York” podcast and walking tours. This programming has earned him recognition from RIS Media as a “Newsmaker” for six consecutive years.