About The Real Estate Group

The Real Estate Group (TREG) “Partners in Excellence”

The mission of The Real Estate Group, LLC is to be Hampton Roads finest provider of real estate services. Our goal is to create a company that provides absolutely the best service for our customers by fostering an environment of teamwork and a common vision. The Real Estate Group, LLC consists of an accomplished team of skilled professionals who take pride in their work and their company. We work hard to go beyond the expectations of our customers, agents, and employees.

Developer Uses Wild Gimmick To Sell New York Condos

A luxury condominium is for sale. Bring on the safari animals!

Ever since Tony the Tiger made his debut in the 1950s, animals have been a staple of the ad business—but not so much in the rarified realm of Manhattan real estate.

Until now. With the competition for buyers intensifying as new projects launch around the city, developer Harry Macklowe has queued up a menagerie of giraffes, elephants and rhinos to draw buyers to his new condo project, a 35-story modernist concrete and glass building across the street from Bloomingdale’s flagship store on East 59th Street.

In videos, renderings and social-media posts, a friendly looking giraffe peers over the railing of a glass-walled terrace, munching on some greenery. An elephant rears up, placing a front foot on a terrace railing to chase some red balloons.

In a few weeks, after the top floor is poured at the building, known as 200 East 59th St., an 18½ foot tall fiberglass replica of a giraffe will be trucked in and mounted on a temporary pedestal, along with a 10 foot tall, 12 foot long elephant, Mr. Macklowe said, adding that he found the statues in Southampton, New York.

Mr. Macklowe, the 79-year-old developer who was the creative force behind New York’s tallest completed residential tower, 432 Park Ave., says the animals are intended to showcase the spaciousness of the glass-walled balconies that wrap the corner building on two sides.

“It is a way to tell the world that the building is special and to give a personality,” he said.

There are more than a half-dozen new condominium developments on the market in east midtown, typically designed from the same playbook, many with modern, understated kitchens and stonework in the bathrooms.

Donna Olshan, a broker who tracks sales in the luxury market, said this makes it hard for any one development to stand out, despite marketing gimmicks and parties designed to lure brokers to new buildings.

“I am suffering new development fatigue,” she said. “Nothing differentiates one project from another.”

To meet this marketing challenge, Mr. Macklowe developed a building that has an unusual attribute—wide wall-to-wall terraces on two sides—and built a marketing campaign around it.

For the complete article, please see the original article on The Wall Street Journal, by clicking HERE.

About The Real Estate Group

The Real Estate Group (TREG) “Partners in Excellence”

The mission of The Real Estate Group, LLC is to be Hampton Roads finest provider of real estate services. Our goal is to create a company that provides absolutely the best service for our customers by fostering an environment of teamwork and a common vision. The Real Estate Group, LLC consists of an accomplished team of skilled professionals who take pride in their work and their company. We work hard to go beyond the expectations of our customers, agents, and employees.