" John Deco became the basis of our marketing campaign. We decided to throw John Deco a homecoming party as our launch event. We invited a lot of brokers for food and drinks, and gave out fancy gifts from Tiffany & Co. and Hermès, making sure everyone knew that both of those stores were located right in the area. See what a great neighborhood this is!? Now people were talking about the building. Suddenly, instead of calling the building 99 John, brokers started referring to it as “the John Deco building.” It was no longer just a bunch of units being converted into condos—now everyone knew about the building’s rich history because we had created a story to showcase it to potential buyers. We got our first three offers the next day. "

― , Sell It Like Serhant: How to Sell More, Earn More, and Become the Ultimate Sales Machine