Friday, April 22, 2016

Aspirational Pricing: A Major Factor Slowing the Luxury Real Estate Market


A lot of people have attributed the sluggishness of the New York City luxury real estate market to the principles of supply and demand, with abundant supply outpacing increasingly limited demand. But there may be other factors contributing to the recent slowdown in the luxury sector of the market. These additional factors include over-hyped prices by developers, unrealistic expectations by investors and smaller Wall Street bonuses.

The luxury real estate market in Manhattan experienced seven consecutive months of decline in price after a peak in the middle of 2015. As a result of slowing sales, the median time of properties on the market was extended to about 131 days. There is still the belief by most people that the slow pace of real estate market is due to excess supply, which does indeed seem to be the case. But contributing to this excess supply are the over-inflated prices at which properties are being listed. These lofty prices are drawing more supply into the market, as owners will be more tempted to try and sell due to the lure of huge potential profits. This aspirational pricing model is creating excess supply for which there is insufficient corresponding demand.

Developers and investors have benefitted from rising prices in recent years to derive huge profits. But lately they have been struggling to sustain this level of success. At the same time, demand has been affected by a variety of factors including unfavorable economic conditions abroad. For properties and other assets to be sold off in a reasonable amount of time, the pricing needs to be set according to demand. An increase in the supply of luxury housing combined with reduced demand has resulted in the slowing of Manhattan real estate sales. More realistic pricing is the surest way to revive sales in the luxury segment of the market.


Another factor that some claim is contributing to the real estate sluggishness is the reduction in the average bonuses given to Wall Street bankers. There was about a 9 percent reduction in these bonuses in 2015. The smaller bonuses are due to the decline in profits on Wall Street last year, the lowest since 2012. While this decline is accepted as a factor affecting the drop in luxury real estate sales in the city, New York City real estate is still one of the safest havens for investors. It is entirely likely that as prices in the luxury segment come down to more realistic levels, demand for these properties will revive.

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