WOW! The Stone Mansion in Alpine, New Jersey suddenly reappeared on the njmls, just a few weeks after the listing was pulled. And now it was re-listed with a $3 million price increase. Hey, what’s $3 million when you’re talking $50 million+!
This incredible ultra luxury 30,000sf mega home in Alpine, New Jersey, was once the most talked about and coveted listing in Bergen County…but it hasn’t sold after a lot of years on the market (though it was just completed about a year ago). Now this magnificent home is listed with Preffered Residential & Commercial Realty in Englewood New Jersey (Sherry Zimmer, agent).
Will listing this one of a kind home, that only a few people in the world can afford, with another brokerage local firm and agent make any difference? By the looks of it, their results will be no better than what the developer experienced using Sotheby’s. It could even be worse.
Here’s what any broker is up against to sell this home:
- How many people in the USA or anywhere else in the world can afford this home?
- And how many of them are looking to buy a home?
- And how many of those people want to live in northern New Jersey?
- You’re competing for buyers in the Hamptons, and with the trophy properties in NYC…where there’s already a proven track record for NYC homes selling at incredibly high prices. Compared to the sale prices for NYC trophy homes, The Stone Mansion is considered only a modest home.
This is “finding a needle in a haystack” x 1 million
For this one, it’s all about real marketing. Great marketing! And that is something that has never happened. Listing this home on a web site and waiting for some billionaire to magically appear isn’t going to happen. And a lawn sign on Closter Dock Road is another waste of time. There’s aren’t too many billionaires, or movie stars traveling that road. So this sale isn’t going to happen locally.
And it doesn’t look like it’s going to happen nationally or internationally, if the brokers web site is any indication of the marketing effort.
First, the web site for this home is boiler plate cheap…just read the description and hit the button above the Property Details for the slide show. The description is nothing like the quality found in Architectural Digest, and the pictures are horribly so low resolution, that they’re blurry when viewed online. And the worst thing is, the web site is nothing more than a templated low budget Realtor type site that will accomplish turning someone off rather than creating a memorable impression.
When you’re looking to sell something so expensive and unique, your marketing has to be as equally grand to justify the price and to make people say WOW when they see it. Unfortunately that’s not what we have here.
If this was a home that I built, I would have listed it with someone of the likes of Dolly Lenz at Douglass Elliman in NYC who has a long resume for selling trophy homes to wealthy clients…and I’d hire the best web designer around, to create something spectacular, and then market the living daylights out of it online.
You have to pick the right horse to run the race
And what’s even more troublesome is that some other brokerage firm…sivarealty.com, has a listing of The Stone Mansion on their site…with a horrible slideshow featuring the background song Empire State of Mind (yep, an Alecia Keys rip off version?). I’d be willing to bet that they didn’t pay the mega fee that would be required to license this song.
Check it out on Youtube
In fairness to everyone, the luxury market in Bergen County and everywhere else surrounding Manhattan crashed big time. It sucks everywhere, and there’s no light at the end of the tunnel. In great times homes of this caliber took 3-5 years to sell…juat ask Donald Trump about his monster home in Florida that took him 4+ years to finally sell. And just his name attached to the home was priceless for PR.
Disclaimer: Steven Konefsky acted as a consultant on this project several years ago…and remains friendly with the developer of The Stone Mansion. My problem here isn’t with the developer…it’s with the brokers who have no idea how to market this home…one of the most expensive homes for sale in the country. Their inability is his failure. I also have my real estate license with Prominent Properties who lost this listing…though I’m not actively listing homes…at this time. But after see this, that could very well change.
More on this listing to come. So stay tuned.