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The NYC Apartment Rental System is Infuriating

September 24, 2008 By: Sheara Wilensky Category: New York City Happenings, Real Estate 1 Comment →

At one point or another, everyone who lives in Manhattan has to deal with the extreme frustration of finding an apartment. Especially for 20-somethings on a budget looking for shares. For those of you who are not aware, it is virtually impossible to find a deal and avoid paying a broker fee. Let me explain briefly how it works:

The system in Manhattan is like no other anywhere in the country. Anywhere else, a rental agent is hired to save you the time and leg work, and you pay them a fee for their hard-work and service. In the City, however, a rental agent gets a fee for having a listing, in most cases 15% of the annual rent. You can spend hours every day for weeks looking for a place, you find a broker with access to a good apartment, and voila, you owe him thousands of dollars. I don’t know how the system came to be in the first place; it’s really screwed up. Now, in some cases, you can find a “no fee” apartment, where landlords and managers boast that there are no broker fees involved. But - the rent is typically listed at several hundred dollars a month more than the unit itself is worth. It’s like the landlord is doing us a favor by not charging a fee! I have even seen cases where one apartment is rented with at least 3 different real estate brokers, all for different rental amounts and different broker fees - listed for whichever sucker is willing to pay the most.

There is good logic behind the system: landlords in Manhattan typically own hundreds or thousands of units, and with the high-turnover in the City, they simply do not have the capability to run credit checks, collect paperwork, and qualify applicants all day long. So, they list the unit with the broker, and the agents do the rest. Simple as that. But over the past decade or so the rental vacancy rate in Manhattan has become so low (under 1%) that the brokerage system has become corrupt. I know Bloomberg is busy dealing with Wall Street and all, but maybe we’d all be better off and less bitter if the rental system is Manhattan was more efficient. Sure, agents need to make a living too, but let them work for it like everyone else and not just get paid for hanging their license. And I’m not blaming the agents – I’m blaming the system.

I am helping my sister find an apartment on the Upper West Side. Her budget for a 2-bedroom share is $2,800, no fee. This might sound like a lot of money for a two bedroom, but believe me this is nothing. For $2,800 she will probably not even get a dishwasher and laundry.  And for this price, no fee, we are looking at apartments the size of closets that are worth maybe $2,200 per month. Maybe. There is a building on the Upper West Side in a great location, with 10 rental units available. Ten! They are listing the 2-bedrooms at $3,500 no fee.  The units have a few appliances against the wall as the kitchen (no dishwasher!), and maybe 600 square feet of living space to share between 2 people. The nerve.

This past week I saw another 2-bedroom for $2,750, listed by the current tenants who need to break their lease. The ad mentioned a small possible third bedroom. The apartment was small but cute, maybe 650 square feet, and the “third bedroom” was nothing more than a walk-in closet or storage area. The current tenant informed me that there was an error in the listing, and the rent is actually $3,100 per month and not $2,750. And, it was just submitted to a broker. So, a 650 square foot apartment, that 3 people are supposed to live in, and each pay over $1,000 a month in rent, and pay a broker fee.

Now, a lot of rental agents are advertising apartments on Craigslist that they themselves have not even seen! This is something else that infuriates me; yesterday when I contacted an agent about a listing, he told me about this $3,100 small 3-bedroom that I mentioned above, and when I told him I had seen it and it was a closet, his answer was “Yeah, I figured”. So, we are living in a city where the brokers themselves don’t even believe in their product. And it doesn’t matter! Someone out there who doesn’t know better will end up paying.

One more scenario I will quickly mention. I saw a 2-bedroom listing for $2,800 in the West 80’s advertised in the “no fee” section of Craigslist. Sure enough, when I contacted the agent, she a) said she had not seen the apartment but heard it was big; b) said their was in fact a one-month fee and c) said the unit requires a first and last month’s security deposit. So, to get this straight, I need to be prepared with $8,400 up front, to deal with someone who has not even seen the apartment? Incredible.

My advice is that if you plan on staying in your new apartment for a few years, it is worthwhile to pay the broker fee, because you save money in the long run. But - who plans anything in New York City? At this point, how do you even know if you are still going to have a job next year? If you end up paying a fee and move out in a year, well, you just got screwed out of several thousand dollars.

So what’s the solution? There really is no solution. You need to be patient and keep your options open as far as neighborhoods and building types. If you have a budget of $2600-$3000 for a 2-bedroom, you are better off in a converted-two in a doorman building, because the layouts of those units lend themselves to convert well. I have lived in a doorman building and a walk-up building, and it’s all the same to me.

And be very cognizant of “no-fee” listings; most likely the rents are a lot more than the unit is worth ($3,700 a month for shitty 2-bedrooms with one bathroom in a walk-up), or the agent pulls the old bait-n-switch.

Some sites to take a look at are NY Bits and Urban Sherpa which are good New York City guides to landlords and no-fee listings.

How NOT To Write Google Ad Creatives: Two Mistakes That Will Waste Your Money (Attention NYC Real Estate Brokers)

May 19, 2008 By: Sheara Wilensky Category: Real Estate, Search Engines No Comments →

I manage the accounts for my clients who are enrolled in the Google Adwords Program. I am currently setting up a campaign for a new, boutique NYC area brokerage, and just Googled some relevant terms to get an idea of the current sponsored listings. Number four in the sponsored listing for my query “Manhattan Apartment” yielded the following ad:

NYC Apartments for Sale
www.XYZCompany.com
Condos, Coops, First Time Buyers
www.XYZCompany.com

Now, some of you out there are familiar with the advertising program and know that Google limits the amount of characters per line to 25, 35, 35, 35 - with the display URL in the last line. Each character is very valuable - and you need to carefully choose your words! To waste line 2 with the URL is just a stupid thing to do! I actually don’t think I have seen anyone make this error until today. Now the ad might be relevant, but there is no call to action and so they are probably not attracting qualified traffic.

In the same set of sponsored listings for the query “Manhattan Apartment”, the second sponsored ad was a listing posted by an individual agent, with the agent’s name in the ad, and a landing page that takes you to the agent’s profile page. Now, I also happen to manage the account for this agent’s firm…and guess what…the agents do not have access to the Google Analytics! Which brings me to mistake #2. Do not advertise in Google (or on any other search engine for that matter) if you are not tracking the performance data! How can the advertiser modify their ads, see which ads are achieving high click-through rates, high ROIs, are performing poorly or performing well, etc., without having access to the data? Yet another way of throwing money down Google’s drain. This agent is probably wasting a lot of money on the campaign.

So my advice to all you novice Google advertisers out there: read through the Google Adwords Help Center, join the forum, buy Google Adwords for Dummies, arm yourself with enough knowledge to run a successful campaign. Pumping more money into the system will not guarantee you top placements; you can achieve great results without going broke. If you write compelling ads and monitor your results, you can do very well. If you don’t know how to do this or need a little guidance, you can contact me. I am achieving very healthy ROIs, and my ads are very well written, if I do say so myself (gettin’ great click-throughs).

Chabad of Gramercy?

February 27, 2008 By: Sheara Wilensky Category: Real Estate 2 Comments →

Chabad of Gramercy

I was walking around today and was pleasantly surprised when I passed by a Chabad House on East 20th Street between 1st and 2nd Avenues (we Jews are everywhere). It looked like a brand new building, and yet the front doors were completely boarded up.

When I searched Google, the Chabad of Gramercy Park came up at 199 West 19th Street, between 6th and 7th Avenues (Chelsea/Flatiron), with a complete and active website. So what’s going on at the East 20th Street location? Is the building abandoned? When I Googled the address, 340-342 East 20th Street, all that came up was a NY Times real estate listing from 1998 - the building was listed at a mere $785,000! Ah the good old days.

We need to spread the Jew love in neighborhoods other than the Upper West Side. If anyone has any further information as to the status of this building, please let us know.