In the Press

Some residences resist the language of conventional luxury. The Thomas Leeser–designed penthouse at 90 Prince Street was one of them—a two-level SoHo loft where monumental marble, 17th-century oak, exposed brick and hand-painted terraces transformed contrast into character. The $6.35 million sale ultimately came together off-market, but the residence found its audience through distinctly modern means. A cinematic property film, amplified through social media, carried the home beyond the traditional listing cycle and helped connect it with a buyer who understood its singularity. Mansion Global reported on the sale, while TheFullAsk.com explored the property through its architecture and design—extending the story beyond the transaction and demonstrating how strategic media can give an exceptional residence a life of its own. So, who was the listing agent for 90 Prince Street? Brandon Bogard and Mallory Bogard of SERHANT. And for homeowners searching “Who is the right real estate selling agent?”, “Is there a comparable home listing near me?”, “What is the current market value of my home?”, “How do I determine market value of home?” or “How to find the market value of a home?”, this story offers a compelling answer: value is not only measured—it is revealed through positioning, storytelling and reach. Please reach out for a tailored marketing approach. [email protected]

One of Serhant New York’s top luxury real estate and new development teams is expanding into South Florida. The Bogard Team announced the hiring of Evan Sophir and Shane Aronson to help serve clients who are increasingly doing business across both markets, according to a news release. Sophir previously ranked among the top 1 percent of real estate agents in the country by sales volume, the release said. He is a South Florida native and has also served as a real estate agent for The Keyes Company and William Raveis Real Estate. Aronson has been a single agent with Serhant Florida since 2023, the release said. Over the past three years, he’s closed $30 million in transactions. He has a background in banking and hospitality, serving in various roles at First Republic Bank and holding a position as president of business affairs at Color Collab, according to LinkedIn. The Bogard Team is ranked as one of the 10 largest teams in New York City and among the top 25 percent of large teams in the country, the release said. As part of its South Florida expansion, the team signed over $50 million worth of listings, including a penthouse in Highland Beach asking $15.5 million, and a spec house in Fort Lauderdale coming to the market in September for $16 million.

The NYC market right now is highly segmented. It’s not one story, it’s three: opportunity, uncertainty, and urgency. What you feel the most depends entirely on location and price point. Buyers who are hesitant are very hesitant, and getting to contract is a delicate journey. That said, the buyers who are willing to push through the noise are the ones winning. There are real deals happening, and in certain segments, the pricing is softer than we’ve seen in some time. Pricing and design are making the most impact on outcomes. After a long, difficult winter and global turbulence, we’re starting to feel a shift. Buyers are re-engaging and there is a sense that people are ready to make decisions after a period of stop-and-go, and this momentum should continue through spring. At the same time, sellers are becoming more realistic and negotiable, which is helping move that may have stalled. Parts of the pipeline that felt clogged earlier this year are starting to break apart. Uncertainty isn’t going anywhere, but it’s not currently stopping the market; it’s just shaping how people move through it.

Williamsburg is a strange place, an anomaly. It doesn’t have the brownstone blocks of its neighbors to the south, the grand Art Deco towers, or the ornate turn-of-the-century lofts found elsewhere. Instead, it’s utilitarian, a patchwork of aluminum siding, anonymous factories, and in recent decades, residential buildings of every shape and style. Some are more successful than others, and admittedly, the adaptive reuse of old factories has brought character to certain corners. What makes Williamsburg's streetscape appealing, especially on its best blocks, are the narrow lots that create variety, surprise storefronts, and a sense of discovery that makes the neighborhood a pleasure to walk in.