Brian,

First and foremost, make sure you are working with a Manhattan based residential broker. Asking for a writing marketing campaign, in my opinion, isn't going to yield you the best result. Reference letters are fine (but wouldn't any broker that's been in the business be able to provide you with a glowing reference letter from a client or friend?).

You are going to have an intense relationship with your broker while you are working together. Make sure you like the person and feel they have your best interest in mind.

Sit down and speak to different brokers and agents and work with the one that you connect with. I'm sure you'll sniff out the slick-talkers and the ones that try to rely on the 'hits on my website' angle.

If you would like to discuss marketing techniques for an apartment in your area, email me. (I'm currently representing a 1 bedroom at Cipriani, 55 Wall) Robert@ghk.com

Brian, Of course you have several agents that want you to list with them. Most agents will do just that - list your apartment. I don't list, I market and sell!

Yes, put us in a cage match-- we are the best and will win this listing :)

Seriously, interview each face-to-face. Ask how they plan to market the property, open houses, etc. Let them ALL price the house and ask HOW, exactly, they arrived at that listing price--- this conversation will reveal alot about the agent. You will know which one is best for you.
Oh yeah, almost forgot the most important factor-- do they have co-op experience-- how much. If they are rookies, skip them. I am a RE attorney/broker (25+ years) and I have seen deals blow up because agents do not know how to get through the co-op process. 215-990-1016

PS DO not buy on brand name alone.

Brian,
I would have a few agents come and give you a listing presentation, perhaps on the same day...
A professional agent will come with recent comparable sales (comps) and perhaps some letters of recommendation, they will also probably ask you a few questions when making the appointment and during...The agent should explain the marketing plan with you, which should at least include open houses, advertising info, photography and web presence and give you copies of the listing contract, the marketing plan and their company's policies.They should also discuss commissions, the sales price and how they support that. Don't feel presssured to sign the listing on the spot but sleep on it...
I would recommend myself, :) but I am presently between firms having just split with Coldwell Banker...
I f you haven't found an agent you like and trust by then please check back here, next week to see if I can help you.

You should interview them all and see who is going to market your home the best - That is the most important. If you can get a referral from a friend, that is even better. I like a company in NY that is not too big where I'll get lost in the crowd, and not too small where they don't have any money to spend marketing my home.
When I sold my co-op in Manhattan, I went with Ardor . A gentleman named RJ Timlin was my agent and was extremely helpful and I recommend him every chance I get. rjtimlin@ardorny.com

First of all...ask for a written marketing plan that outlines specifically all they will do to market the property. Interview several Realtors, but only let in those with a written marketing plan.

If you don't like someone, don't hire them...you will have to work closely with them and will need a relationship that is built on trust.

Compare the marketing analyses they provide for you (make sure they include written copies of the recently sold comps).

See how knowledgeable they seem...do they explain the market to you? Do they explain about mortgage contingency clauses and how they will affect the appraisal and ultimately the mortgage commitment of the buyer?

You can also ask Realtors outside of Manhattan if they have knowledge of anyone they would be willing to refer...referrals put a big onus on the listing agent to perform at top notch...or expect not to get any future referrals.