2214 Windsor Ave v2

A NEW PROJECT COULD BE ON THE RISE IN ALTADENA: WHAT WE KNOW SO FAR

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Selling Condos Is NOT the Same as Selling Houses

Most real estate brokerages are built around selling homes. A seller lists. An agent markets it. They host an open house and bake some cookies in the oven; A buyer shows up. Simple.

But selling an entire condo project is a game of stamina. You’re not just pushing one unit—you’re pushing dozens of investments that buyers are going to live with for the foreseeable future. And as much as I love Tollhouse cookie dough, it's just not enough in today's market.

Here’s the mistake developers keep making: They assume any agent who sells homes can sell out a 50, 100, or even 150-unit condo project.

Nope. Not even close.

Condos require a long-term marketing and sales plan—one that keeps the momentum going from the infancy of pre-sales all the way to the last unit that is closed. Without it, you might see a few quick wins at launch, but then comes the dreaded mid-cycle slump. That’s when everything slows down, buyers hesitate, and your project loses steam.

And that’s expensive. Every month, those units sit unsold, and your costs go up. Your returns shrink. And worst of all, your pricing power disappears.

Want to avoid that? You need to stop thinking like a listing agent and start thinking like a brand builder.

Condos require a long-term marketing and sales plan—one that keeps the momentum going from the infancy of pre-sales all the way to the last unit that is closed. Without it, you might see a few quick wins at  launch, but then comes the dreaded mid-cycle slump. That’s when everything slows down, buyers hesitate, and your project loses steam.