Selling A Condo A-Z | 2505 Broadway Sells Out
March 31, 2026
Hello,
This month, we are closing out sales at our Upper West Side project at 2505 Broadway—and this is probably as
close as I’ll get to an Oscar acceptance speech.
My journey with the project began nearly eight years ago at a blackjack table in Vegas, unfolding through a
series of market-defining moments: launching a luxury standard where $5M three-bedrooms were unheard of,
navigating COVID and city-mandated stop work order and lockdowns, the migration out of New York, the subsequent
comeback, and the sharp rate hikes that followed.
In the early days of 2020, it felt like the world had turned upside down—we didn’t know how this would play out.
But we stayed the course.
This was also a project that redefined its market. We launched luxury in what was considered an “A-minus”
location, at a price point that didn’t exist—and by doing so, created a new one. Today, multiple projects in the
area are benefiting from that comp set.
But this is really a story about how to sell a project from A to Z.
MY THREE "IF'S":
If you understand your submarket, if you understand who you’re catering to, and if you create a product that
matches that story—your product will sell.
None of that happens without a system—an organizational “machine” behind it. A coordinated operation that
constantly refines pricing, messaging, and strategy across development, design, marketing, and sales.
It continuously feeds us real-time insight: from our research team tracking dozens of projects and market
shifts; our rental division correlating renter data with purchase feasibility; our planning and design team
staying ahead with layouts materials and product; and our marketing team shaping the narrative. When that
orchestra is finely tuned, I get the privilege of being its conductor.
We built and ran that machine through a truly rewarding partnership: a visionary developer at Adam America Real
Estate, an inspiring architectural and design team at ODA, and my dedicated team at Douglas Elliman Development
Marketing. It was no mistake when Eran Chen said of the project, “Some projects are like jazz, some like rock
and roll—2505 Broadway was a love song.”
“Some projects are like jazz, some like rock and roll — 2505 Broadway was a love song.”
Along the way, 2505 Broadway became the best-selling project in the 90’s of the Upper West Side—and the first
newly constructed condominium in the West 90's to sell out in over 20 years.
We also allowed ourselves to have some fun. We believed our Upper West Side buyer doesn’t take themselves too
seriously, so we created a campaign that was human, refined—and actually funny. Not everyone laughed, but when
they did, we knew they got it. See video here.
There’s something deeply satisfying about seeing a project through from the very beginning to its successful
end.
My thanks go out to everyone who helped make it happen. We’ll take a moment to celebrate—and then continue on to
the next.
Wishing you a happy, safe, and joyful holiday season.
Ariel and the Team
