Record $12M contract on Charleston Penthouse

Mar 16, 2020

Charleston’s condo castle fetches record $12M for residential property on the peninsula

Charleston is home to some of the most stunning properties in the South, but one of the most high profile and unique in the holy city is the Penthouse at 18 Broad Street, otherwise known as The People’s Building.

The 8,363-square-foot, 15-room condo has three bedrooms, three full bathrooms, and one partial bath. There is also a 3,169-square-foot private roof.

Local businesswoman Terri Henning bought the eighth-floor apartment in 2002 and spent four years renovating with Meadors Construction to incorporate a former standalone ninth floor apartment on the roof into a combined space with an enormous rooftop patio- home to some of the finest views of the city.

Previously the home had been listed for $16.5M in 2018 before The Cassina Group took on the listing for $12.5M and secured a contract within 12 weeks.

The previous highest-priced sale on the peninsula came in 2019 when the 7,352-square-foot antebellum home at 23 Legare St. sold for $8.625 million, according to Charles Sullivan with Carriage Properties.

Keen Eye Marketing was retained by broker Robertson Allen of The Cassina Group to create the digital content and photography for the listing.  With a full creative license, the production team at Keen Eye created the concept, script, and scenes, and coordinated five property visits over two weeks.

The resulting 3-minute video was placed across platforms including Facebook, LinkedIn, Instagram, Zillow, Mailchimp and Youtube generating significant engagement and thousands of views.   The Keen Eye team collaborated with the Marketing department at Cassina, one of the only Charleston firms leveraging the BoomTown software to coordinate a successful production across platforms and generate leads on the web.

If you are looking for a turn-key content creation team to leverage your business message or listings, Keen Eye Marketing is Charleston’s top choice for full-service production since 2009.  Feel free to call or email for a custom proposal or to schedule your next project.

Authored By:

ANDREW
LASSITER

CREATIVE DIRECTOR
& OWNER

Authored By:

ANDREW
LASSITER

CREATIVE DIRECTOR
& OWNER

More From the Keen Eye Blog

Create Buzz with Professional Real Estate Photography

Use professional real estate photography to elevate your listings. 98% of homebuyers said photos were the most useful tool for shopping real estate.

Top 4 Ways to Virtually Showcase Real Estate Property

In today’s competitive market, savvy marketers understand that showcasing properties in a variety of ways is essential to attract local and out of town buyers and grow their business. However, the last few months have made effective marketing even more critical.

Record $12M contract on Charleston Penthouse

Industry conferences and trade shows push the same message every year: create MORE video content to build trust, sell more, and grow your brand. The statistics are staggering: Faster closings, website traffic, long term SEO, happy clients, just to name a few. But in reality, your new video content is only as good as your publishing approach. Our goal is to see every video reach its full potential.

10 Point Strategy for Leveraging Video Content

Industry conferences and trade shows push the same message every year: create MORE video content to build trust, sell more, and grow your brand. The statistics are staggering: Faster closings, website traffic, long term SEO, happy clients, just to name a few. But in reality, your new video content is only as good as your publishing approach. Our goal is to see every video reach its full potential.

2619 Bayonne Street sells for $7.35 Million

Congratulations to Ruthie Ravenel of Daniel Ravenel Sotheby's International Realty on the record-breaking sale of 2619 Bayonne Street. The custom Beau Clowney home was built by Daly & Sawyer Construction and designed by Marshall Morgan Erb, ASID.  Boasting 180...

2 Concord Street Sells for $7.3 Million

In the second highest real estate transaction on the Charleston Peninsula, 2 Concord Street officially has new owners. This iconic Charleston building is unique in that it literally sits over the water, talk about views!  Originally built in 1961 as a "degaussing”...

Fenwick Hall Plantation sells for $9.75 Million

Congratulations to Patricia Byrne and the team at Handsome Properties on the largest residential transaction to date in Johns Island, South Carolina.  The Fenwick Plantation estate presented a unique marketing challenge that was well suited for a custom video.  The...

Zillow Certified Photographer

Keen Eye Videos now Embed Directly to ZillowDeveloping a portfolio of high quality photography and video is the best way to distinguish yourself as an agent or business owner. Sellers now routinely request professional video productions to showcase their homes and now...

Video Marketing Top Publishing Tips

Data continues to show that video is the most powerful tool for savvy marketers and business owners who are looking to impress clients and build a strong brand. According to the NAR 73% of homeowners surveyed indicate they are more likely to list with an agent who...

7 Tips to Publishing Real Estate Videos

Are your videos getting maximum reach on Facebook? Here's Keen Eye Marketing's Andy Lassiter with 7 tips to get the most bang out of your video content on social media.  Authored By:   ANDREWLASSITER CREATIVE DIRECTOR& OWNER Authored By: ANDREWLASSITER...