From the Jersey Journal:
Traditionally, when developers have problems selling the last of their units and run out of rabbits to pull out of their hats, they turn to an auction to unload the properties quickly.
But now one Hoboken-based developer, Erik Kaiser, of REMI Companies, is flipping the script by holding an auction on the front end of sales, on June 24, at the Hyatt Regency in Jersey City, where he hopes to unload 40 units within several hours.
The property is the 128-unit Velocity, nestled in the underdeveloped southwest section of Hoboken, on Jackson Street between Sixth and Seventh streets.
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The building is also, however, in Hoboken’s highest crime area, a fact that is not overlooked by the developer, who is promising 64 cameras in and around the building, along with magnetic key entrance into the building and garage.The unconventional auction has caught a lot of media attention, with mentions in the New York Times and the New York Post, as observers and pundits try to explain the auction in the context of the region’s real estate market.
Is it a sign of a slump?
Are the units a tough sell in the one area of Hoboken that has yet to be touched by the real estate boom?
The answer appears to be no to both questions.
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Secondly, developments tend to grab some attention at their outset, propelling sales and interest. The Velocity does not have that luxury anymore, so the developer came up with the marketing gimmick to draw attention.“We wanted to have one year worth of marketing efforts wrapped up in one day,” said Kaiser, adding that he expects to sell all 40 units at the auction.
Real estate experts tell me that under perfect circumstances, such as perfect pricing in a hot market, a developer would move as many as 10 units a month.
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“We are confident in our product, and we trust the consumer to set the price,” Kaiser said.That is, if other bidders don’t drive up the prices.
“There may be some steals, but that’s only if there is a low turnout at the auction,” said one local developer. “But with all the attention, that will not likely be the case.”