Learn why Louis Adler, broker and co-founder of REAL New York, wants more agents to market themselves and harness the power of consistency.
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Louis Adler was born and raised in Brooklyn, New York, attending Indiana University and then working at some of New York’s most prolific developers and brokerage firms, including The Durst Organization, where he Consulting services are provided there for the opening and optimization of new buildings as well as for the company’s leasing operations.
During his early career as a real estate agent, Adler connected with Robert Rahmanian, with whom he later co-founded REAL New York , a full-service brokerage firm that has represented landlords and developers of more than 500 buildings for more than a decade.
“Our goal was to build an agent-run brokerage for agents. We started brokering on behalf of owners of small buildings because small buildings were not favored by other brokerages, and we created a compelling marketing and sales activities that really differentiate us and help us grow our business.
While he has closed many record-breaking deals, the one that stands out to him is the sale of a penthouse at 70 Vestry for $55 million, which set the record as the most expensive condo sale ever in Tribeca in December 2018 Record.
Learn why Adler believes in agency consistency and self-promotion.
- Name: Louis Adler
- title: CCo-Founder and Co-CEO
- experience: 15 years
- Place: New York
- Full name of brokerage company: real new york
- Team size: 140 agents and 25 staff
- Transaction parties: Over 3,800 transactions per year
- Sales volume: Over $100 million per year
What 5 things do you want readers to know about you and your agency?
- REAL New York’s first client was over a decade ago and remains a client today. This is a testament to our strong customer relationships.
- What sets REAL New York apart is that we always put client relationships first. When we started our business, we leveraged these relationships to build a full-service brokerage focused on sales, leasing and new development marketing for apartments, rentals and commercial leases. By developing the landlord/developer relationship first, we create opportunities for our agents to take advantage of. As part of our company’s products, Agents have early access to real New York owner relationships and don’t need to be part of a team to win these opportunities.
- We help our developer and owner clients significantly scale and expand their investment portfolios. We enable developers and landlords to understand what is best for their business and ultimately provide them with the most strategic advice possible.
- We are active and can transact in all aspects of the business – apartment sales, multifamily housing and leasing, retail and commercial leasing. We are a full-service brokerage that provides clients with residential services (leasing and sales), new development sales and marketing expertise, and commercial leasing throughout the New York City boroughs.
- We provide one of the best training and development platforms for agents, allowing them to plan their careers according to their goals, while also providing opportunities with property owners in sales, leasing and merchandising. The commercial side of the business.
What are some things you know now that you wish you knew when you started?
Early in my career, I wish I had known that persistence pays off. Looking back, when I felt like giving up, it was when I hit a home run or closed a big deal. It served us well that our company continued to stick to our practices during the worst of the pandemic. Consistency really does pay off!
What is your biggest prediction for next year?
On the business sales side, I expect interest rates to fall slightly next year, which will lead to higher prices and increased buyer demand.
In short, I predict higher highs on the sales front. I also believe that prime neighborhoods in Brooklyn will continue to gain popularity as buyers seek more space and neighborhoods where they can live, work, and play.
On the rental side, supply remains low, so I expect demand to remain strong, which will lead to continued increases in rental prices.
What is your most important piece of advice for a newly licensed broker?
My top tip is to rip the band-aid off. Too often, I see new agents who are afraid to market themselves and tell their friends and family what they are doing.
Not promoting yourself will hurt them in the long run. It’s a tough business and technology makes it even harder, so my advice to agents is to market themselves as best they can.
What aspects of working in real estate do you wish more people knew about?
I wish more people knew that working in real estate is challenging enough without adding self-imposed barriers. It’s crucial that you don’t hesitate when selling yourself.
A strong foundation of self-promotion can set you apart in this competitive field. Consistent and confident marketing efforts build credibility and attract more customers. Ultimately, aggressive marketing is the key to building a successful and sustainable real estate career.
Know who should be in an upcoming Agent Spotlight? Please send nominations to brokeredge@inman.com.
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