Issue 107 – What Value Does a Broker Bring? Part One: The Art of Using a Listing Broker

It might be tempting to go it alone when selling your property, but the small percentage saved on broker fees is far outweighed by the value a qualified real estate pro brings to the transaction. This is nowhere truer than in the notoriously challenging NYC market.

Buying or selling a home in NYC is a truly unique experience. Not only are both endeavors highly emotional, but they are also nuanced and can be overly complicated. From dealing with rigid co-op boards and legal intricacies to the need for savvy marketing and staging, real estate sales in NYC are no easy feat.

In addition to navigating those challenges, buyers and sellers should recognize that property transactions typically represent the most liquid and significant portion of their assets. It would be foolhardy for a novice to go it alone rather than have someone with in-depth market knowledge to advise and offer counsel.

Some sellers may initially consider doing a FSBO (For Sale By Owner) to save on costs. However, the average layperson could never extract enough online information about the competitive market. Indeed, according to StreetEasy, only 9% of NYC sellers did so without an agent, meaning the vast majority are unwilling to turn the largest investment of their life into a gamble, especially when there are people who can help mitigate all the risks. 

A real estate pro can offer much value, particularly in understanding the complete picture of the market — where it is and where it may be heading, upcoming events that might impact the neighborhood, and a historical perspective of pricing in the building and neighborhood. By having access to information not yet recorded online, a broker can factor in the price-per-square-foot and monthly carrying costs in devising an asking price that brings in buyers quickly. They will also advise you on co-op considerations (if applicable). For example, boards can easily deny a sale if the proper due diligence isn’t performed to protect the value of the building overall and the other units. A broker protects against such pitfalls.

Furthermore, listing brokers ensure your property is seen in the best possible light. They know how to stage and declutter, supply high-quality photography, and get eyes on your unit in various ways —including social media, online and print advertisements, and public relations. And they offer a consistent strategy incorporating all those components with a strong understanding of the target buyer demographic.

On the other hand, a FSBO unit will not attract the attention of the primary brokerages, who will not waste their time on a listing that lacks specificity or focus in the positioning.

While putting your home on the market may seem simple, many moving parts contribute to a successful outcome. Most of all, it requires creating comfort in the minds of buyers in a market where you are competing with other sellers promising the same. Real estate pros have the experience and means to set your property apart.

Brokers will walk you through the project, from listing to closing, helping sellers navigate the paperwork, legalities, and inspections. Selling a home is indeed a full-time job: coordinating open houses, dealing with other agents to schedule appointments, sourcing photographers and stagers, conducting mailings, placing ads and social media posts, and creating and hosting a website for starters.

A recent deal provides a perfect example of a listing broker’s value: My client was considering selling his property in the middle of the summer, but I knew he could get much more when buyers flood the market in the next season. After waiting three months to list it, we sold it for 35% above his expectations. The key takeaway is that a competent broker brings discipline to the product to maximize the ROI — not just to line their own pockets but to serve the clients’ best interests.

As the saying goes, a lawyer who represents himself has a fool for a client. That same rationale applies to sellers (and buyers) in real estate transactions where you put a substantial amount of cash into an asset. Having a listing broker dedicated to garnering you the most value for your money, time, and effort is a no-brainer.

Stay tuned next month for Part Two: To Use a (Buyer’s) Broker or Not to Use a Broker — That is the Question

Issue 122 – Foreign Demand Re-Emerges as Luxury Buyers Underwrite Political Risk

As we head into summer, we are seeing a very notable resurgence of international buyers entering the New York market — and frankly, in a way we haven’t seen in years.

Let’s explore why.

Historically, global capital gravitates toward stability, discretion, and internationally recognized assets. In New York City, that typically translates to park-facing residences, trophy properties, and globally recognizable “name-brand” buildings. These include Aman, Four Seasons, Related developments, and legacy Park Avenue or Central Park South product with strong service infrastructure and long-term value preservation.

Right now, buyers are looking for quality, security, and assets that feel insulated in uncertain times. NYC, despite all the headlines, remains a strong, long-term store of value internationally.

When there is instability abroad, New York City benefits. It offers legal transparency, deep liquidity, world-class education, finance, culture, and healthcare — and a real estate market that, while imperfect, is still well understood around the world.

What’s different now is that buyers are not necessarily purchasing because they think New York is “hot.” They are buying because New York is established. That is an important distinction: the capital is less speculative and more preservation-oriented. For many international families, a New York apartment is part lifestyle asset, part hedge, part legacy planning.

The headlines about wealthy buyers fleeing New York City are often too simplistic. Yes, some buyers have moved capital to Florida, Texas, or other lower-tax markets. But that does not mean New York has lost its global relevance.

The newly announced pied-a-terre/second-home tax in New York targets luxury second homes valued at $5 million or more, with the goal of creating an annual surcharge on non-primary residences. This proposal is certainly something international buyers are paying attention to, though it remains to be seen if this will impact continued investment. Rather than eliminating foreign demand, the tax likely makes buyers more selective, becoming part of the broader cost-of-ownership analysis alongside the mansion tax, carrying costs, and currency exposure. It may create pause around marginal purchases, but for a trophy asset, it won’t stop the buyer. It simply raises the bar for what feels worth owning.

The concern is less the dollar amount itself and more the perception. International buyers are highly sensitive to whether a market feels welcoming, predictable, and stable. Policy often moves perception before it moves fundamentals.

We’re consistently seeing foreign buyers generally gravitate toward turnkey product. The appetite for renovation or operational complexity is far lower than it once was. Buyers want ease, service, security, and a property that immediately translates internationally, both from a branding and lifestyle standpoint. For these global buyers, New York remains one of the few carrying both emotional and financial prestige.

Enter: Japanese buyers. The Real Deal recently reported a massive resurgence in Japanese capital, providing a lifeline to aging multifamily walk-ups. “Japan-linked firms have acquired at least $2.1 billion worth of New York City property since the start of 2024, according to analysis by Okada & Company and TRD Data,” the piece details.

This surge is driven by a stark yield gap: With low interest rates at home, Japanese buyers can borrow cheaply in Japan to acquire higher-yielding assets, a strategy supercharged by domestic tax incentives for multi-family purchases.

We are also seeing diversifying residential demand from Australian, Brazilian, Taiwanese, and Western Europe buyers. Eastern European activity is still highly selective compared to prior cycles, but international demand as a whole has undeniably re-entered the market. The usual suspects — such as Central Park South, Tribeca, Billionaire’s Row, and select Downtown properties — remain the primary anchors.

Target price points for these foreign investors vary by country of origin and the purchase’s purpose, with the most active international demand falling into clear segments:.

The serious lifestyle buyer ($3M to $7M): Typically targets a strong two or three bedrooms in a premier building, prioritizing service, security, and an easy lock-and-leave lifestyle.

The wealth-preservation buyer ($7M to $15M+): Focuses heavily on blue-chip locations — Central Park, Fifth Avenue, Park Avenue, Tribeca, Billionaires’ Row — or globally recognized branded residences.

The ultra-high-net-worth buyer: Prioritizes the asset above any price point, focusing on scarcity, pedigree, privacy, views, service, and long-term relevance. They are not asking, “Is this affordable?” They are asking, “Will this matter 10 years from now?”

Today’s foreign buyer is much more disciplined. They want turnkey and certainty. They want building quality, service quality, financial stability, and a residence that translates globally.

The biggest shift is that foreign buyers are not chasing the market — they are underwriting it. They are asking better questions: What are the monthly carrying costs? Who is the resale audience? How strong is the building financially? How liquid is this asset? Does this location hold value in multiple cycles?

Overall, cultural nuance matters more than ever. Buyers are underwriting not just the apartment, but NYC itself.

Five years ago, there was still more appetite for optionality — buyers were more willing to consider renovation, new development premiums, or speculative upside.

On the Japanese side specifically, what I’m noticing is a renewed comfort level with NYC real estate as a legacy asset class. The buyers I’m seeing tend to be highly analytical, long-term focused, and extremely quality-driven. They’re not chasing hype — they’re buying permanence.

The Brazilian and Australian buyers we’re seeing tend to be incredibly lifestyle-oriented while still highly aware of long-term value, whereas many Western European buyers continue to prioritize pedigree buildings, architecture, privacy, and stability. Taiwanese buyers similarly appear very focused on security, quality, and established global positioning.

For foreign investors, New York City still represents something very specific: legal stability, cultural prestige, liquidity, access, education, healthcare, and global identity. The buyers I’m seeing are not ignoring the headlines. They are simply looking past them when the asset is strong enough.

New York is no longer a market where everything trades easily. It is a precision market. But for the right property — the right building, the right view, the right service, the right location — foreign buyers are still very much there.

The common denominator across almost all of them is that they are buying selectively — but decisively — when the product feels globally relevant.

Recent Reports

SUBSCRIBE TO THE KATZEN REPORT

UP-TO-THE-MINUTE PULSE ON REAL ESTATE