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Brian M. Taylor, AIA, MBA, LEED AP4 min read

Morristown Site Negotiations: Prime location, Unreasonable price.

Morristown Site Negotiations: Prime location, Unreasonable price.


In the world of real estate, seller pricing expectations can often be the stumbling block that kills potentially lucrative deals. 

It's not uncommon for sellers to have inflated notions of the value of their property, leading to unrealistic asking prices that deter potential buyers. 

However, moving forward on a development opportunity without a thorough understanding of its true potential can be a risky endeavor. 

This is where Taylor Architecture and Design stepped in to tackle a challenging property in Morristown, New Jersey, where unreasonable pricing expectations blocked a great deal for years.

This is a story of how Taylor Architecture and Design navigated the complexities of a property with a prime location but unrealistic pricing demands. 

Recognizing the importance of understanding the development potential before proceeding, we embarked on a journey to perform a comprehensive feasibility study. 

Additionally, we engaged with the zoning board to gain real feedback and insights into what was realistically achievable for the property.

Armed with this invaluable information, we approached the seller with a proposal for a more market-adjusted pricing, backed by concrete data and informed by our architectural expertise. 

This article delves into the strategic approach taken by Taylor Architecture and Design to negotiate prices on challenging yet promising development opportunities, ultimately showcasing the power of architectural knowledge in driving successful real estate transactions.

Prime Location, Unfounded Pricing Expectations

The property in question boasted a prime location in Morristown, New Jersey, making it an enticing prospect for development.

 However, the seller's pricing expectations were marred by unfounded assumptions regarding the property's development potential. 

They believed that zoning regulations would permit a significantly higher number of units than was realistically feasible. 

This discrepancy between expectation and reality posed a significant obstacle to the negotiation process, threatening to thwart the deal altogether.

The first crucial step undertaken by Taylor Architecture and Design was to conduct various concept studies to assess the property's true development potential. 

These studies aimed to understand crucial factors such as parking requirements and the maximum number of units permissible under existing zoning regulations. 

Working closely with the zoning officer, we sought to gain clarity on what proposals would stand a reasonable chance of approval, even under a variance. 

By engaging in thorough research and analysis, we were able to provide the seller with concrete data and insights that debunked their inflated pricing expectations and laid the groundwork for a more informed negotiation process.



Market Feedback and Approach

Following our comprehensive analysis of the property's development potential, Taylor Architecture and Design embarked on the crucial step of presenting the project to a select group of our developer clients. 

Through face-to-face meetings, we provided them with an overview of the property and its potential, seeking their valuable feedback and insights. 

During these discussions, it became increasingly apparent that the seller's pricing of the land was simply not feasible for any developer to consider.

In collaboration with our developer clients, we delved deeper into understanding the specific building type and optimal number of units that would be viable for the property. 

This collaborative effort allowed us to gain valuable market insights and perspectives, enabling us to refine our approach and determine a more realistic and market-adjusted price for the property. 

By aligning our strategy with the feedback and concerns of our developer clients, we were able to establish a pricing framework that accurately reflected the property's true value and potential, setting the stage for successful negotiations moving forward.



Negotiations and Enabling a Deal

Our ultimate goal is to unlock a project that has remained stagnant for years due to the seller's unreasonable and unfounded pricing expectations. 

Armed with real market feedback obtained from developers and buyers, as well as insights directly from the township, we approached the seller with a compelling case grounded in reality. 

This involved presenting the seller with the candid feedback we received from developers and buyers, highlighting the discrepancies between their pricing expectations and the market reality.

Through this transparent and evidence-based approach, we were able to initiate genuine negotiations based on concrete market feedback, increasing the likelihood of reaching a compromise and facilitating a deal that had been blocked for years. 

Crucially, one of our developer clients expressed keen interest in the project, contingent upon the seller's willingness to adjust the price to a more reasonable level. 

This pivotal development enabled us to catalyze negotiations that were rooted in real market dynamics, ultimately benefiting all parties involved – the city, future tenants, the seller, and, of course, our developer client. 

By leveraging our hands-on, creative approach, we were able to transform an impasse into a tangible opportunity, demonstrating the power of strategic negotiation and informed decision-making in driving real estate success.

Contact Us Today

Interested in exploring the potential of partnering with Taylor Architecture and Design for your next project? 

Whether you're a real estate developer seeking land entitlement expertise or a property owner looking to maximize the value of your investment, we're here to help. 

Our team brings a wealth of experience and a track record of success to every project we undertake.

Contact us today:
T: +1 (908) 226 5515






Brian M. Taylor, AIA, MBA, LEED AP

With 25+ years of experience in the design and construction industry and 18 years as a licensed architect in my own practice, I have acquired a wealth of knowledge in this industry. Coupled with my MBA education, I also have the management, technical and business related skills applicable to the design and construction industry, real estate and beyond. My goal is to leverage my experience in the real estate development industry to give our firm the edge in delivering added value to our developer and investor clients. With licenses to practice in New Jersey, New York, Pennsylvania, Maryland, Virginia and Washington DC, we are poised to serve our clients in a broad variety of markets. Specialties: Site selection, zoning and land use approvals process, mixed use development, project feasibility studies, building structure analysis, financial modeling and analysis, smart growth cities and project management & coordination