How to sell elite properties? Learn from NYC’s top broker Ido Berniker

Home is where the heart is. But if the home looks like a palace, the heart yearns for it more. Buying a lavish house makes you feel you’ve arrived. However, it can be quite a daunting task to find the right one. Nevertheless, luxury houses go for millions of dollars and attract only a small percent of the population. Hence, it is very difficult to sell elite properties. New York City’s top real estate agent, Ido Berniker shows you how to make this difficult job easy.

Berniker developed a penchant for real estate in his formative years. In just about three years of his real estate career, he established a private firm, Mercer Partners, in 2012, which has clocked over $2 billion in sales to date. When talking about how volatile the luxury home market is, Berniker not only agrees but presents interesting facts and measures to increase the chances of sales. He states –

Know your role

Be an expert communicator and negotiator. A detailed study and knowledge of houses and their locations exudes confidence and goodwill among buyers.

Keep your eyes and ears open 

Timing is everything in real estate. Be on the lookout for potential buyers and sellers.


As a real estate agent, it is always a good idea to “sell” yourself first. Creating showreels and brochures satisfy both online and offline needs.

Keep it classy 

Nothing attracts buyers more than everything being larger than life. Swimming pools, home theater systems, smart home technologies, extravagant flooring, and premium furniture play an important role in selling the house more effectively.

Berniker also suggests being an excellent problem solver. He adds by saying, “A buyer may have a whole list of requirements that may sometimes be out of reach. A good luxury real estate agent knows how to tackle such issues and come out victorious.”

Owing to his experience and expertise, the realtor has gained immense repute in New York’s real estate community and has a huge list of clientele that swear by him. He is also known for being instrumental in selling the most expensive penthouse in Hyde Park, London. On days when he’s not working, he can be found contributing efforts towards fashion and art through the means of charity and other humanitarian works.

Eccentricity and luxury go hand-in-hand, believes Berniker. “It is also very important for a real estate agent to understand what luxury means for every client. If you not only look the part but also play the part, the deal is halfway there,” he shares.

About RJ Frometa

Head Honcho, Editor in Chief and writer here on VENTS. I don't like walking on the beach, but I love playing the guitar and geeking out about music. I am also a movie maniac and 6 hours sleeper.

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