Prospective buyers of 7-bedroom, 9 1/2-bath properties (in Manhattan!) won't be sold on square footage alone. High-end brokers who have to prove why one eye-popping place beats another must rely on semantics and subtleties--choosing one adjective over another, drawing the eye to one stunning feature over a slightly less stunning feature.
Never say "den." (Dens exist in the suburbs; multimillion dollar urban apartments have "libraries" even if you don't own a single book.)
Dress the part--look like you could buy a $27 million home if you felt like it.
Always play up the view (360 degree views in particular), taking special note of iconic buildings.
Avoid the term "his and hers" when describing double sinks, double bathrooms, double anything. (You don't know your potential buyer's relationship status.)
Use the work "gallery" or, better, "grand gallery" in place of "entry" or "entrance."
Invite lots of rich, powerful, influential people to see the space (and pamper them with food and drink, for if you feed them they will come).
It's a "media room" not a "tv" room, stupid.
Know how to use a cell phone, or bring an assistant to answer and dial for you.
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