Media Coverage

NYC's residential market: Is there doom or more boom ahead? - Curbed

It isn't just all those new residential towers that are reaching for the sky. The average sales price for a Manhattan apartment soared almost 31 percent higher in the first quarter, compared with the first three months of 2013. While that's good news for anyone who recently sold a residential property, those looking to sell in the near future may be feeling antsy over whether the good times can keep on rolling. Factors like low inventory, rising land prices and strong buyer demand suggest that prices could climb even higher and sales could continue apace.
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How To Turn an Upper East Side 2BR Into a Three-Bedroom - Curbed

Doug Perlson, the head of tech-centric brokerage RealDirect, has taken full advantage of a new software the company is developing. Called Homebildr, it makes fiddling with floorplans a breeze. While it's not yet available to the public, Perlson has taken to Tumblr in order to show clients (and interested parties in general) how different floorplans can be tweaked to add value to a home. With inventory at a ridiculous low, Perlson holds that it's important to see the potential in the little that's on the market, even if it means totally revamping an apartment's layout.
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Steepest, cheapest new Manhattan listings this week: PHOTOS - The Real Deal

Brown Harris Stevens' John Burger had the priciest single-family residential listing to hit the Manhattan market this week with a $48 million co-op at 740 Park Avenue in Lenox Hill. Located on the building's 12th and 13th floors, the six-bedroom property boasts hardwood flooring, high ceilings, four fireplaces and a small planting terrace. A private elevator opens into a 35-foot marble gallery, and a 40-foot living room with a fireplace overlooks Park Avenue. The formal dining room holds a wood-burning fireplace as well, while a grand staircase leads to the private chambers on the upper level. The master suite is located in a corner room with a fireplace, while a staff wing off a private corridor contains two bedrooms and a laundry room.
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How to Invest in the house needs a thorough renovation (google translated from chinese) - Epoch Times

In the current market, even buy a broken house, there may be bidding wars. Crown Heights in Brooklyn (Crown Heights) even listed a two family row houses, asking 1,050,000. Within a week of the listing, there are nearly 100 inquiries in the real estate, which is still on holiday, when markets lighter. Doug. Sen said the best deal may be listed for some time in the house. Because the seller might expectations high, it will reject the initial offer, which led the market to stay for several months. Then sellers will tend to accept relatively low offer.
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Tech-driven real estate firms stepping into main arena - Brokers Weekly

A startup boom has taken over the New York City real estate scene, and young guns and seasoned veterans alike are jumping at the chance to hit it big. Tech startups like Real Direct, which was founded three and a half years ago by Doug Perlson, are quickly gaining traction in a tech-frenzied culture that is seeing the benefits apps have on business. PDF
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RealDirect's listing featured in the Wall Street Journal article about St. Mark's Place - Wall Street Journal

For the past few years, it seemed St. Mark's Place, the stretch of Eighth Street between Astor Place and Tompkins Square Park that stands out like a regrettable tattoo or a skateboarder's gash, was losing its cool. A Chipotle Mexican Grill CMG +0.30% and a Pinkberry yogurt outlet moved in, and Choire Sicha, the resident pioneer of the blogosphere, moved out. The Olsen twins and their paparazzi joined the otherwise mellow proletariat, free classes of Yoga to the People. The street's signature bit of underground whimsya bar called Please Don't Tell, accessed by way of a trick door in the phone booth of Crif Dogs hot-dog shopendured being mimicked by a new Jekyll & Hyde Club in Times Square. PDF
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RealDirect's Hombildr listed as one of DNAinfo's best digital tools for designing your apartement - DNAinfo.com New York

Envisioning how to make a new home work for you by studying floor plans or walking through an open house can be daunting. Would your furniture fit? Could you carve a nursery out of that dining nook? Perhaps you're wondering if the building has a history of violations. While several technology firms are making it easier to search for New York City homes, other digital tools and apps are helping house-hunters with the next step allowing users to virtually move walls, get decorating inspiration, look up public records and communicate directly with brokers. Here are some of the best new digital tools for house-hunters
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RealDirect featured in 10 Tips for buying a wreck - DNAinfo.com New York

A handyman's dream. An architect's delight. Needs some TLC these are some of the real estate euphemisms that let you know a home will need a serious renovation. Roughly 10 percent of prospective buyers would consider a home that needs major remodeling, according to Doug Perlson, co-founder and CEO of RealDirect.com, an online brokerage that employs a search tool for wrecks.
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RealDirect's CEO weighs in on how the government shutdown will affect real estate deals. - The Real Deal

New York City real estate often seems to operate as if blissfully insulated from federal events, but the effects of the first government shutdown in nearly two decades now dragging into its second day will ripple through several fronts of the industry, brokers, developers and market observers told The Real Deal.
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Raising Money to Build Your Vision with RealDirect CEO Doug Perlson - InMan

Doug Perlson (@DougPerlson) is the founder and CEO of New York City-based RealDirect, a data-driven real estate brokerage and technology company that uses Web-based applications to help buyers and sellers transact real estate more efficiently.
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RealDirect featured on Fox Business's "Are 20-Somethings Ready to Buy a Home?" - Fox Business

Millennials, also known as Generation Y, have come of age during one of the most turbulent economic times in American history. And these 20-somethings still want to buy homes, despite seeing home values plummet during their formative years.
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In a Seller's Market, Every Minute Counts - The New York Times

"If you can't see an apartment the first week it is on the market" said Doug Perlson, the chief executive of the online brokerage RealDirect, "there is a good chance you will not even get a chance to make an offer. Schedule a showing during the week before the first open house and use the open house for your second visit. Then you should be ready to make your offer."
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Numbers to Know: Bargain-hunting in Yorkville, soaring prices in Soho/Tribeca ... and more - The Real Deal

1.4 Percentage of properties in Yorkville that are considered bargains the most in a Manhattan neighborhood [RealDirect]
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How Buyers Can Seal A Deal In A Hot Real Estate Market - NY1

"In a market as competitive as this, we are seeing people needing to come in at all-cash in order to get deals done, and unfortunately there are a lot of people who just don't have that as an option," says Doug Perlson, the CEO of RealDirect.
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Jettisoning a Few Extra Square Feet - The New York Times

Mr. Lefkowitz and Ms. Booth, relieved to learn that the kind of apartment they wanted was out there, listed their Brooklyn Heights place with RealDirect.com.
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Closets, Please, and the Bigger the Better - The New York Times

Doug Perlson, the chief executive of the online real estate brokerage RealDirect, converted a closet in his Upper West Side apartment into a home office that he shares with his wife, a lawyer. “It‘s a very attractive feature for people to be able to work from home and have a dedicated space,” Mr. Perlson said, “but be able to shut it off and not see it.”
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NYC broker's search tool surfaces bargains - Inman News

Based on a custom algorithm designed to suss out and analyze comparable homes, RealBargain serves up bargains customized to a buyer's home search with an emphasis on those with low prices-per-square-feet relative to "comparable" homes.
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RealDirect showcases aggressively priced properties - AGBeat

RealDirect is one of the city’s most popular search sites, and they have added a unique feature we anticipate will set the bar for other search sites to copy RealBargains.
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Looking for a real estate bargain? Check out this new online tool that spots undervalued homes - Daily News

Local tech startup RealDirect.com, an online real estate brokerage that aims to cut costs for buyers and sellers in Manhattan and Brooklyn, is adding RealBargain, a search feature for home seekers.
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Home Buyers Seek Manhattan Wrecks - The New York Times

In December the online firm RealDirect.com created a search engine that allows users to check what it called its “unrenovated” option, a collection of listings with phrases like “needs work.”
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Plaintiffs united - The Real Deal

Zillow's story could be a cautionary tale for other real estate start-ups looking to go public, said Doug Perlson, CEO of online brokerage and listings consultant RealDirect.
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Property Experts Reveal The Biggest Trends In New York Real Estate This Year - Business Insider

“We are heading for a very strong spring residential market," says  Doug Perlson, CEO of web-focused real estate firm RealDirect. "A lot of buyers missed out on properties due to competitive bidding and low inventory [this year] so we'll see much more aggressive buyers coming up in 2013. More aggressive buyers means higher average prices across the board....”
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Insider tips for selling/renting out your apartment in the "slow" season - Brick Underground

Doug Perlson of Real Direct suggests coming in “just below the natural search break. If the competition is selling at $615,000 and the listing break [on a website] is $600,000, you may want to come in just below it.”
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Too Much Holiday Cheer Could Prevent Your Home From Selling, Experts Warn - DNAinfo.com New York

Doug Perlson, co-founder and CEO of online real estate firm RealDirect.com, said the holidays can still provide a good excuse to glam up your house. If you want a festive look, opt for gold and silver ornaments, as they tend to be more visually appealing during viewings.
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House of the Day - The Wall Street Journal

A RealDirect listing was featured as The Wall Street Journal's house of the day.
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House of the Day: 467 14th Street - Brownstoner

A RealDirect listing was featured as Brownstoner's House of the Day.
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2012 Venture Summit Mid-Atlantic 100 Top Private Companies - Always On

RealDirect was featured in the 2012 Venture Summit Mid-Atlantic 100 Top Private Companies.
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RealDirect Featured on CNBC's Street Signs - CNBC

Doug Perlson, CEO of RealDirect was featured on CNBC's program Street Signs.
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What does it take to sell your own home? - Fox Business News

Doug Perlson, founder of RealDirect, a New York City company that helps FSBO sellers market their homes, says many owners who paid top dollar for their properties a few years ago are finding that the drop in real estate prices in the wake of the housing bubble makes it harder for them to come up with the funds for closing.
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What does it take to sell your own home? - BankRate

Doug Perlson, founder of RealDirect, a New York City company that helps FSBO sellers market their homes, says many owners who paid top dollar for their properties a few years ago are finding that the drop in real estate prices in the wake of the housing bubble makes it harder for them to come up with the funds for closing.
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Houses of the Week - New York Post

A RealDirect listing was featured in the New York Post's Houses of the Week.
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House of the Day - The Wall Street Journal

A RealDirect listing was featured as The Wall Street Journal's house of the day.
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How A Property Buyer Can Emerge Victorious From A Bidding War - NY1

In a not-so-hot market, low inventory sometimes means heavy competition. Doug Perlson, the CEO of RealDirect.com, an online real estate brokerage, says buyers should know how to win a bidding war on a hot property.
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Hang Out in a Fancy NYC Home; Real Estate Facebook Games - Curbed

RealDirect.com launched a Facebook game to test customers' knowledge of New York City real estate. The goal is to correctly place six iconic Manhattan residents on a map, and at the end, it says things like "You should pick up a guidebook next time you're in Times Square" to kindly let you know how property-smart (or stupid) you are.
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Pros and cons of searching for an apartment without a broker - AM New York

When it came down to negotiating, he turned to RealDirect.com to handle the technicalities of the sale, and ended up with a Park Slope condo that he expects to move into sometime this month.
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NYC's Best Firms to Work For - The Real Deal

RealDirect was voted one of NYC's best firms to work for by The Real Deal.
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Houses of the Week - New York Post

A RealDirect listing was featured in the New York Post's Houses of the Week.
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Four Decisions - The New York Times

In general, whether renting is better than buying largely depends on individual circumstances, including what you can afford, what's on the market and how long you plan to stay in your home. Here is a look at how four potential buyers came to resolve their own rent-versus-buy conundrums, including the calculations they made, the hurdles they overcame and the lessons they learned along the way.
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Real Estate Weekly - Real Estate Weekly

“I felt that real estate was lagging a bit when it came to harnessing the power of the web,” Doug Perlson, founder of RealDirect.com, an online real estate brokerage that lets users buy and sell real estate with the click of a mouse, told Broker's Weekly in this week's broker profile.
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Tech pioneer Perlson says he's no robo-broker - Real Estate Weekly

RealDirect.com provides sellers with web-based tools and data-driven recommendations to list and market their property, with as much or as little help they require from a staff of five licensed real estate brokers, depending on individual client needs.
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RealDirect launches buyer service - Inmann News

New York City buyers now have another local discount broker option. New York City-based discount brokerage RealDirect Inc., which began offering discount brokerage servicers to sellers in 2010, has launched a buyer service.
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Folding Up the Murphy Bed for Good - The New York Times

They searched with the help of RealDirect.com, which they liked for its “combination of the numbers and that human touch,” Ms. Kim said. The site was filled with data that appealed to her as a researcher; it also had a buyer questionnaire. “This is the first time I am being asked all these questions,” Ms. Kim said.
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Caught in the 'Net - The Real Deal

"There are a lot of brokerage firms that have very pretty websites," said Doug Perlson, CEO of RealDirect, the online brokerage and listings consultant. But, he added, websites are better used for functional purposes, including generating leads and communicating with clients. "If you're looking for the web to give yourself a presence," he said, "then you're not thinking about the web in the right way."
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Houses of the Week - New York Post

A RealDirect listing was featured in the New York Post's Houses of the Week.
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Brokers dish on their current and dream pads - AM New York

NYC's brokers are the ultimate insiders - the ones who know what's available before anyone else. They also spend their days in and out of buildings, apartments and neighborhoods, so when they decide to buy or rent they often have a good idea of exactly what they want.
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Two Half-Million Dollar UES Co-ops Go Head To Head - Curbed

Imagine you have around $500,000 to spend on an apartment and you've narrowed it down to two fairly similar co-ops. How do you make up your mind? The answer is simple: you shove them into a metaphorical cage and let them battle it out until one emerges victorious. It's time for Real Estate Deathmatch.
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Houses of the Week - New York Post

A RealDirect listing was featured in the New York Post's Houses of the Week.
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Photos: RealDirect.com open house - Real Estate Weekly

RealDirect.com recently hosted an open house party in their new office located in New York City's Silicon Alley. The team recognized their recent expansion into a new office, the hiring of three new agents and the launch of their new interface and search tools.
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Startup News: Let's Launch the Summer with a New York Tech Meetup and Loads of New Features - BetaBeat

MOVING ON UP On the heels of launching their new search platform for homebuyers, RealDirect.com is moving into its own new home. The online real estate brokerage is settling into new digs on 21st St. Presumably the new office has plenty of space for all the planned hires: The company just hired three new agents and plans to staff up further, with new people to cover new areas in Manhattan and Brooklyn.
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NYC Real Estate Startup RealDirect Adds Map Search And Compatibility Rankings - TechCrunch

RealDirect.com was built around a compelling proposition for home sellers — instead of paying the 6 percent broker fee, let RealDirect handle the listings and offer advice from agents, while only paying $395 a month or a 1 or 2 percent commission (depending on the level of services). Now, however, the site is also trying to be useful for home buyers.
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'Comps' are often in the eye of the beholder - Newsday

If you've bought or sold property, you've certainly heard the term "comps." While most homebuyers and sellers know that "comps" is shorthand for "comparables," not everyone understands what comps really are or how real estate professionals use them.
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Open to Upselling? RealDirect Has the Interface for You - BetaBeat

Well, New York-based online real estate brokerage RealDirect has launched a new offering for buyers, and they've built in a fair amount of flexibility for you vacillators.
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What Buyers and Sellers Need to Know About Comps - Fox Business News

Take, for example, the word "recent." For Najm, that means 90 days or fewer. But according to Doug Perlson, co-founder and CEO of alternative brokerage RealDirect.com, "recent" can look back as far as six months, depending on the activity in the local market.
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What you need to know about comps - BankRate.com

Take, for example, the word "recent." For Najm, that means 90 days or fewer. But according to Doug Perlson, co-founder and CEO of alternative brokerage RealDirect.com, "recent" can look back as far as six months, depending on the activity in the local market.
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Buyer Confidence: Portent or Blip? - The New York Times

The increased demand is not just at the high end. Doug Perlson, the chief executive of the brokerage RealDirect, said he had observed more activity even in the studio market. He has a client who lost a studio in a bidding war and is now in contract on a second apartment after another bidding war, both at 200 East 27th Street, a postwar building in Kips Bay.
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NYC\Boston duke it out for tech - The Real Deal

But Doug Perlson, cofounder and president of RealDirect.com — an online residential brokerage and listings consultant funded by New York investors that recently took 2,000 square feet at 22 West 21st Street — noted that many tech companies are still in touch with Boston firms to raise capital.
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Interest in Pinterest: Social media craze takes industry by storm - The Real Deal

Pinterest’s image-centric concept makes it ideal for showcasing real estate listings, said Audrey Binkowski, director of marketing at the Manhattan brokerage RealDirect.
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Be Prepared When Selling Your Property Broker-Free - NY1

“If you want the widest potential buyer pool you are going to want to include the New York City buyers-broker community. It's usually a two and a half to three percent commission to be paid to the buyers brokers and you want to explicitly include that in your listing,” suggests Perlson.
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Landlords Push Apartment Rents Near Record Levels - Crain's New York Business

Doug Perlson, chief executive of online brokerage RealDirect.com, is already hearing from a few clients who are now looking to buy their first apartment for less than $600,000.
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Houses of the Week - New York Post

A RealDirect listing was featured in the New York Post's Houses of the Week.
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High Rents are Forcing New Yorkers into Buyers' Market, Brokers Say - DNAinfo

"The spring season started Jan. 3 instead of March," said Doug Perlson, co-founder and CEO of online brokerage firm RealDirect.com. "There's definitely pent-up demand." Skyrocketing rents are pushing many first time buyers into the market, he said, noting that he's had several recent clients who have had rent increases of between 10 and 20 percent.
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Tech Boom Upgrades Expectations In City's Housing Market - NY1

“The New York tech scene is having a real impact on the real estate market. It‘s interesting. What we are seeing is that the business of business is now technology and more and more companies are hiring tech workers. These people need a place to live,” says RealDirect CEO Doug Perlson.
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Tech Boom Upgrades Expectations In City's Housing Market – NY1 - LICNYC

“Hot neighborhoods include DUMBO, there‘s lots of online media there. Williamsburg, a big area for young folks making money in tech as well as Chelsea and Flatiron areas where companies like Google have set up shop,” explains Perlson.
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All the fixin's — A guide to renovations that add value to your residence — and ones that don't - New York Post

According to an NYC buyer survey conducted by RealDirect, 87 percent indicated they wanted “ample closet space” (compare that to just 52 percent who chose “doorman”).
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Brooklyn nabes expect real estate boom with Barclays Center - AM New York

"Those who are getting priced out of Williamsburg are already flocking to Bushwick," said Doug Perlson, co-founder and CEO of RealDirect.com. "It's also one of the biggest attractions for new development projects," he added.
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Top 10 NYC neighborhoods for real estate investment - NY Daily News

"The schools in this area are strong, both public and private, and the discrepancy in price per foot of larger apartments to smaller apartments demonstrates the appeal for families in the neighborhood," says Doug Perlson, co-founder and CEO of online brokerage RealDirect.com.
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10 Things to Consider When Making the Leap from Renting to Home Ownership - Fort Greene Patch

With a strong buyer’s market, reduced property prices and low interest rates, it’s a great time to think about making the leap from renter to homeowner. Before you decide whether or not to sign on the dotted line, here are ten things to consider.
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How to Show Your Own Home - Park Slope Patch

Learning how to show your home is an important skill, even if you're not selling your home yourself. There may be times when the realtor can't make a showing or when potential buyers show up unexpectedly. When selling your home, the ability to show your home yourself may mean a quick sale.
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A Holding-Pattern Home - The New York Times

They had plenty of interest in their co-op, and sold it for $1.275 million using realdirect.com, which charges either a monthly fee of $395 or 1 percent of the sale price. They were content to more or less break even and relieved to be out of the market.
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What are NYC Real Estate Buyers Looking For? - Business Insider

When trying to match our clients with the perfect home, we ask a multitude of questions (over 65) about how important certain characteristics and amenities are to their search. Our questions range from the importance of location and transportation options to willingness to live in a walk-up and desirability of a building with a swimming pool. While price ranges ($100,000 to $5.5 million) and neighborhoods (all over Manhattan and Brooklyn) of buyers who filled out our survey varied widely, we found some interesting commonalities.
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Don't Slow Down The Sale Of Your Home - NY1

"Our research has shown that it takes somewhere in the neighborhood of 20 qualified buyers before you get your first offer and two to three offers before one actually sticks," says Perlson. "So you are looking at somewhere between 20 to 60 people through the door before you actually sell your home."
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For sale by owner, but with help - Crain's New York Business

Having bought and sold several apartments, Doug Perlson knew there were few options between paying a full-service broker a traditional commission and taking on the time-consuming work of selling a home on one’s own. But as a former real estate lawyer and the co-founder and CEO of TargetSpot, an Internet radio advertising company, Mr. Perlson was in the position to create an online alternative himself. In January, he unveiled RealDirect, an online Manhattan-based marketplace for real estate, which he beta tested last year.
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How to sell a nearly new condo - Brick Underground

“When you bought new construction, you probably paid the sponsor's transfer taxes, but in a resale you, the seller, are responsible for paying them,” says Doug Perlson, co-founder and CEO of RealDirect.com, an alternative brokerage that offers discounted commissions, an attractive option for sellers trying to break even.
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This Is How Long It's Going To Take To Sell Your Home - Business Insider

One of the most common questions someone selling their home asks us is “how long will it take?”
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Autumn market: No longer what it used to be - The Real Deal

“Due to the volatile economy and perceived lack of job security, cash-strapped singles or couples are less likely to buy apartments, while demand from growing families in need of larger apartments has stayed strong,” said Doug Perlson, CEO of the Manhattan-based online brokerage RealDirect.
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Homework for Condo Buyers - The New York Times

“Having an attorney familiar with new construction to go over the offering plan is key," said Neila Deen, the director of sales and business development at RealDirect, a brokerage firm in Manhattan that sells new and older apartments.
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Real Estate Brokers Brace for Upper East Side School Rezoning - DNA Info

Doug Perlson, co-founder and CEO of the online real estate brokerage RealDirect, estimated that 25 percent of the time that families are searching for apartments, school criteria are "deal breakers" since some "live and die by their search results," he said.
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Barely Missing a Beat - The New York Times

Doug Perlson, the chief executive of the brokerage RealDirect, said strong resales were “not the rule for a lot of the developments that came on at the height of the market.” In Chelsea, he said, some buildings near Eighth Avenue are reselling at a loss, while buildings farther west or farther east are getting a premium.
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Neighborhood "Hotspots" Make For Tricky Appraisals - NY1

Various "hotspots" in the city are seeing a surge in growth, which could throw off appraisals in some neighborhoods. NY1's Jill Urban filed the following report.
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Inman Innovator Awards 2011 Finalist - Inman

RealDirect was selected as a finalist in the 2011 Inman Innovator awards for Most Innovative Brokerage.
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Houses of the Week - New York Post

A RealDirect listing was featured in the New York Post's Houses of the Week.
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Recovering in fits and starts - The Real Deal

"Second quarter was positive for us, and we saw a lot of activity," said Doug Perlson, the co-founder and CEO of RealDirect, a New York City-based brokerage and real estate technology company. "I'm more concerned with the third quarter, especially if the financial sector, which bounced back quite strong, takes another hit."
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Big Reveal: Pricing a Renovated 1BR Greenwich Village Co-op - Curbed

"Don't think they dare cross the $1M line," wrote one anonymous commenter, and indeed, this listing sneaks right under the wire at $995,000. At $1,170/square foot, that's the max most folks were willing to guess, and many estimates came in lower. Note to the sellers: there is one offer in the comments to take the place for $815,000 "sight unseen," if it comes to that.
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You Don't have to Pay 6% Broker's Fee - The New York Times

Another company offering a hybrid service is RealDirect, which charges sellers $395 per month, or a 1 percent commission, to distribute a listing to major real estate databases; owners handle open houses and showings themselves.
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Homebuyers Score Amazing Perks - AOL Housing Watch

It's still difficult for some homebuyers to qualify for a home mortgage in this economy. And with tax credits out the door, buyers and sellers are looking for creative ways to help fund home purchases, including some people, like Emetria Sanchez of Fresno, Calif., who didn't think they could qualify for a purchase.
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How to avoid an endless house hunt - MSN Real Estate

Excited, but exhausted, trying to tour all the home listings? Remember that it's quality that counts, not quantity. Learn how to streamline the process for a satisfying - and short - house hunt.
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Why Real Estate Needs To Have An Internet Renaissance - Business Insider

It’s a cliché to note that the internet has completely changed business. For big companies and small, the web has allowed businesses to be more efficient, advertise better, and scale faster. However, the impact is not uniform. While technology has revolutionized the travel, advertising, jobs and financial services, some industries still seem to be chugging along unscathed by the web revolution.
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New brokerage offers home sellers ad tracking, charges them greater commission for homes longer on the market - The Real Deal

A new residential online brokerage hopes to unlock a new palette of analytics from which sellers can track how their advertisements perform among buyers, adding a new transparency to the home selling experience.
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