By Tara Kyle
DNAinfo Reporter/Producer
SOHO — Motorcycles in a garden and classic cars parked nearby were among the props a brokerage firm used to try and lure prospective buyers into purchasing properties at a SoHo luxury building Tuesday night.
East Egg Realty, one of the brokers marketing the Soho Mews at 311 West Broadway, was hoping that the appearance of a ritzy lifestyle — including professional stylists at your beck and call — would help them meet their goal of selling two townhouses and two penthouses in the Mews complex, where sales have been hit hard by the recession.
“It was really about bringing its best features to life,” said Leslie French co-founder and president of East Egg, "and “continuing the positive flow of the sales of the building. At the end of the day, it’s been a tough market for everyone.”
Soho Mews properties went on the market back in the boom times of 2007. Then, it became one of the top Manhattan properties to see potential residents back out of contracts to buy, the Real Deal reported.
"People had buyer's remorse that bought at the height of the market. They're looking for a way to put pressure on me as a developer," SoHo Mews' developer, Albert Laboz, told DNAinfo.
Asking prices for the apartments range from $2 million to $10 million. At the height of the market, a Soho Mews penthouse was listed at $11.6 million, according to the New York Times.
For East Egg, which began working on Soho Mews in April, the strategy toward selling the remaining units is about working with partners who reflect that appreciation for a luxury lifestyle, according to French.
Classic Club Cars, Jupiter's MotoShare, Calypso St. Barth, and Christopher Drummond Beauty were among the luxury retailers at the event to show off the properties Tuesday.
"It's a high worth clientele who appreciate the finer things in life," Laboz said of these brands' customers."That's the same kind of client that is looking at Soho Mews."
