5 Manhattan renovation pitfalls and how to avoid them
- From Google to gut renovations: New firm Just SO Construction brings Silicon Valley standards to NYC projects
Shimon Olesker and Mark Seidenfeld, founders of Manhattan-based Just SO Construction.
Just SO Construction
Home renovations are notoriously stressful. Apartment renovations in New York City? The stuff of nightmares. It starts with the search for a reputable NYC contractor and can spiral from there: delays, damage, unexpected expenses, complaints from the co-op board, and sometimes even straight-up ghosting in the middle of a job.
So what can be done to tame the chaos?
Mark Seidenfeld, partner at Manhattan-based Just SO Construction, shared five of the most common problems with the standard approach to managing a renovation project, and how these problems can be avoided. Prior to establishing Just SO Construction, Seidenfeld worked in tech, launching telecom networks in places including the former Soviet Union, Prague, and Singapore, as well as an executive in the smart home division of Google, and he wanted to bring that big-picture planning to renovations.
1) Three different subcontractors = four different measurements
One common problem is disagreement among multiple contractors working on a given project. When it comes to estimating the materials to purchase, or how large a project it is—whether it’s wood for the baseboard, square footage of a wall for painting, or the distance a drain pipe needs to run—most projects have each contractor independently making their own measurements. The result: the numbers never match!

To remedy the situation, the Just SO team uses an iGUIDE PLANIX R1, placed at various locations of the work site to build a high-precision model of the apartment that can be used throughout the project.
The scan is useful in a variety of ways, Seidenfeld says. “The software that we use allows for very accurate measurements from within the scan. So when we talk to our various partners and subcontractors, we can share files, and we don't have to go back and forth 20 times to measure,” he says.
Additionally, clients can enlist Seidenfeld’s deep knowledge of networking to optimize their home’s connectivity and ensure it is customized for their needs. “While we are doing the rest of the renovation, we can be putting in the data infrastructure that you need,” he says. “I understand, from the construction side, where we can and can't make holes. Or where we can and can't do certain things. The telecom knowledge lets us understand what we have to put where.”
2) Surprise expenses late in the project
When a renovation is running full tilt and the original space has been dismantled, nobody wants to get a call informing them the contractor has discovers some new issue that is going to increase the price.
Just SO stands by its quotes and schedules. Seidenfeld says, “I have yet to say to a customer, ‘That's going to cost more.’ If we've quoted something, it's up to us to make sure that a customer was quoted correctly.” He will also be upfront about what he doesn’t know. “We’ll say ‘We don't know what's behind that wall, so we can't finalize the quote until we open that,’" Seidenfeld adds.
The meticulous upfront work supports this operating philosophy, and the technology to do it right makes it feasible.
Want to get your potential renovation project off to a smart start? Give Just SO Construction a call at 332-203-2515 or get a free quote from them by filling out a short questionnaire on their website.
3) Sticker shock on the initial estimate
Knowing what you are really going to pay before the project starts is important, but it also comes with a business risk for the contractor. While some contractors might hope to get into the project and then upsell once there is no turning back, Seidenfeld and his team may have a higher price point up front, and it’s important to align the project with the customer’s actual budget.
Seidenfeld and his team work with the customer to come up with realistic proposals based on a client’s budget. Some smaller projects include a fresh paint job and touch-ups to ensure the return of a security deposit after a move-out, or a cosmetic upgrade to a kitchenette prior to listing it for sale. Work like the latter can be well worth the investment—one such renovation job resulted in a purchase offer $50,000 over the asking price!
Because Just SO handles jobs of every size and scale, the initial diligence means the customer doesn't have to go elsewhere if the project turns out to be smaller than expected. Just SO will handle the basics when that’s what the customer needs, and taking an efficient, tech-forward approach enables them to do it without worrying about overhead.
4) Shoddy materials or workmanship
There is no worse feeling than sinking time and money into a renovation project, and then feeling like the end results were low quality. That cabinet that doesn’t close exactly right, or the chip in a back corner of your new kitchen countertops can really ruin how you feel about your home for years to come.
Working with Just SO guarantees a baseline quality of all work, regardless of your budget. For example, the firm puts down waterproof, breathable Plurotex to cover floors, instead of paper, cardboard, or plastic, which can damage and warp floors. “Does it cost more? Yes, it does cost more. But you don't have those potential issues,” Seidenfeld says. “If someone asks us to buy electric fixtures or plumbing, we're going to make sure that there's a certain bar on the brand name. I don't want you to call me back, saying, ‘Hey, my downstairs neighbor was just flooded, because of that faucet you put in—it failed.’”
On the higher end of the scale, Just SO also handles gut renovations with significant budgets, and if needed, can source the finest fixtures and materials. “Do you want Italian marble coming straight from the quarry? We have a very good partner who provides really beautiful things at a competitive price,” says Seidenfeld.
5) Co-op boards & management company restrictions
If it’s your first time doing major work in your building, you may not be aware of just how many hurdles the board, management company, and city departments can throw your way. Even for minor work, some buildings have restrictions on which company you can hire for the plumbing work. Do you want recessed lights? The management company may demand restrictions on how the chosen hardware transmit sounds between floors. Trying to move a stove to the other side of the kitchen? The Department of Buildings or your utility company may have rules on the change that could involve the whole building if you don’t handle it right.
It’s imperative that contractors understand local laws and regulations. In addition to being fully-licensed and insured, Just SO Construction is deeply knowledgable on building and safety codes and understands the processes of securing the proper permits and board approvals. Years of doing renovation work on a variety of NYC apartments has resulted in a deep knowledge of the different materials and methods used in buildings old and new.
Final thoughts
Every day that you can’t live in your apartment adds to the cost. And for many buildings, particularly co-ops, there are strict rules on when the work can be done. The contractor might also have to pay by the hour for the work being done, including trips for supplies or even commute time to the site. Over the course of weeks, this time adds up.
Unlike many contractors in New York City, Just SO’s main office, and many employees, are located in Manhattan (not the outer boroughs or New Jersey), meaning they arrive at 9 a.m. and can work up until 5 p.m.
All and all, Just SO Construction is positioning themselves to be your optimum partner for your Manhattan renovation needs.
Want to get your potential renovation project off to a smart start? Give Just SO Construction a call at 332-203-2515 or get a free quote from them by filling out a short questionnaire on their website.
