In Fredrik Eklund's 13-year real estate career, he and his team have sold out 50 new buildings to the tune of $2.5 billion. He's gained success as a Manhattan real estate broker, even starring in the Bravo reality show Million Dollar Listing New York.
WIRED's Jason Kehe spoke with Eklund in this Q&A about the lengths he goes to to make a sale, and the key ways to close a sale on a property that isn't finished yet.
How do you sell spaces that aren’t completed yet?
We design a sales gallery—sometimes it’s a whole model apartment in the same building, sometimes it’s individual rooms. And, of course, technology helps. We call it the video wall, where we show all the digital assets—movies, floor plans, the big view of Manhattan you’ll have. We set up drones that take photography of the views from the exact spot the apartments will eventually be located.
Do these homes feature a lot of technology?
Lots and lots and lots. Motorized shades used to be an add-on luxury, but now they’re pretty much standard. I’m selling an apartment now with 200-something windows, so it has 200 motorized shades. Another thing is perfect air-conditioning in multiple zones with filtered air and humidifiers—making sure all of that can be controlled from your phone even before you come home.
There’s been a lot of press lately about how super-high-end homes aren’t selling like they used to. How do you convince your clients that they need this level of luxury?
I always try to sell people on the next version of themselves. Right now we’re doing a search for this woman. She’s a celebrity. We’re showing her a bunch of different things between $15 million and $30 million. I’m up-selling her on her life: You can have dinner parties on this terrace. You’re going to be able to have a maid or babysitter in this room. You will have private parking. Really getting her to imagine living her 2.0 life.