Property Tales

Don't waste time. Get a really good realtor. Know what you're willing to live with, what your red flags are. When you see a red flag, walk away from that place immediately. Be willing to have some vision about a space, to see what it can become. Dealing with raw space takes much more work than taking something ready made, but if you're willing to do that sweat equity thing, you can tailor-make a good space into a great space that's exactly what you want.

—Pamela Johnston,

mid-30s, president, PJ Inc.

Pamela Johnston's award-winning public relations company was headquartered in her 16-room Glen Ridge, NJ, home, until the town decided to shut her down.

"Glen Ridge has an ordinance that only two people—both of them residents without other addresses—can work from a private dwelling. My company had more than two employees and, of them, I was the only resident. I applied for a variance. They said 'Nyuh-uh.' So I had to move from my home office," says Johnston, a more-than-full-time working single mother of two school-age children. "At the time, I was traumatized. But guess what: It turned out to be the best thing that could have happened."

Johnston says since moving into Manhattan last year, her business is well on the way to doubling in size. She's won new clients and added three employees to her staff.

She finds that being in sun-drenched digs on the 22nd floor of a Midtown, mid-sized office tower with a private wrap-around terrace and stunning panoramic city views increases both creativity and productivity for her and her staff. That's partly because she's converted the place into an office home.

"The space was raw, raw, raw when I took it—it didn't even have floors or kitchen cabinetry. But it had all my requisites: a location convenient for employee commutes and client visits—we're on 8th Ave., right between Port Authority and Penn Station; my own floor—without creepy hallways from the elevator, sunlight and open space so nobody feels claustrophobic and enough space—3000 square feet, 500 of which are outdoor terrace—for us to grow into; an elevator big enough for us to easily move displays and other stuff in and out, and a 24/7 doorman—I'm a woman and I have women employees and we need to feel safe when we're working very late or early hours," says Johnston. "And I even got a good deal—it's less than $5000 per month, and they gave me a couple of months for free."

Johnston challenged Newmark realtor Jason Greenstein—"who was great because he knew how to listen"—to find suitable space within two weeks.

"In four days, I saw 10 places including some fancy addresses. I took photos of each, made lists of their cons—not pros—figuring I'd eliminate rather than select," says Johnston. "You know, the one with rats was out! I studied the photos, considered the cons, decided if it was worthwhile. I liked Chelsea Market's trendiness, but got lost inside due to insufficient signage—not good for attracting new clients. I loved a move-in-ready gorgeous 5th Ave. duplex, but it didn't have doormen. Then I saw this place, and bingo—that was it."

Office construction cost Johnston $10,000 and took three weeks.

"Bathrooms were installed first," she recalls. "I hate office bathrooms, so went luxe. Pink walls, ornate mirrors, chaise lounge, hand-painted cabinets, beautiful art and candles everywhere for the girls, and dark-green tones, rattan and wood, artsy mirrors for the men.

"The super immediately dubbed us 'the dollhouse.' Wireless was installed while floors were laid—we were working here by week two. Construction was perfectly orchestrated—because I did it!"

Johnston says the neighborhood seems a bit seedy, but likes that she's not distracted by tempting shops.

"I didn't want anything too fancy," she says, "because I didn't want clients to think we were blowing money—perhaps overcharging them. Our building is modest, our space is magnificent. Clients love dropping by for evening parties where we enjoy the twinkling New York skyline. We often work al fresco on the terrace. This is PJ Inc.'s home—much more than my home could ever be." o