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Resetting selling strategies

There is a behind-the-scenes back-and-forth between developers and their advisors and what can go awry if a wrong choice is made. Today, basic decisions like when to launch, how to price and how to configure units are suddenly up for debate. Kelly Kennedy Mack, president of new development marketing giant Corcoran Sunshine, said success in this market is “highly nuanced. There can be a tendency to categorize various segments in blanket terms — to say that we’re seeing issues in an entire price point or neighborhood, or that the entire market is down,” she said. “In reality, supply-and-demand dynamics vary from block to block, and each building is, in a way, its own ecosystem in the current market.”

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