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Record $12M contract on Charleston Penthouse

by | Mar 16, 2020

Keen Eye Marketing

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.