Lockhart Steele and Shaun Osher in September 2008

In honor of the new internet tradition (yes, an oxymoron), I thought I’d replay my interview with Lockhart Steele, creator and founder of Curbed, from more than four years ago. I interviewed Lockhart over lunch when Curbed was just in its infancy, and it was an entertaining meal, to say the least. Curbed has come a long way, now with a global reach of over 2 million global readers, (and so have we).

I hope you enjoy this the second time around.

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I have always been intrigued by the art of branding. I’ve read lots of books and blogs about branding, studied great companies and their brand identities, and have come to the conclusion that a brand is identified by the people (and their actions) who make up the company and not the advertising company who comes up with the next smart idea or ad campaign. The idea of branding to create identity is flawed. It’s the identity of the people, their integrity, their belief in the company’s business, and their actions that create the brand.  If it’s authentically embedded in the culture of the company and all the people who make up the company, then the brand is strong.

The best companies are those that don’t need to be rebranded. Coke, Nike, 3M, Virgin, and Apple all have the same brand ideology and the consistency in their message. A company, product, or building’s marketing campaign needs to be rebranded only when something is wrong.  And there seems to be a lot of this going around right now……

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It ain’t easy…

…to find an apartment! And it ain’t going to be easier anytime soon. The November Real Time Report shows us how the is market continuing to shrink, and honestly, we have a housing shortage of luxury homes in Manhattan. With less on the market, I can only predict that prices will continue to rise at an alarming rate. The extreme upper end will continue to gain strength over the next year and we can expect that a $10 million sale will be run-of-the-mill and deals over $50 million will become less newsworthy. All further proof that New York City is the strongest residential market on the globe.

Shaun Osher is the CEO and founder of CORE.

After months of behind-the-scenes preparation, in a dash to the finish line, we’re excited to announce that sales have kicked off at our new downtown development project, 93 Worth. As reported in the Wall Street Journal, the market is hotter than ever in Tribeca, despite the neighborhood’s effects from Superstorm Sandy and buyers and brokers are not dissuaded.

After over a year of construction and renovations, we’re excited to share that the sixth floor model units are now ready. Buyers and brokers alike will now be able to check out the fully staged 3-bedroom, split 2-bedroom and studio model units which boast exposed steel columns, 7-foot casement windows and custom, hand-brushed patina brass fixtures throughout.

30 of the 92 units at the Tribeca development have been released and the sales office is now open. For more information, please visit www.93worth.com.

Welcome to Ten, CORE founder and CEO Shaun Osher’s rapid-fire interview series with prominent CORE figures. Read on to find out how this week’s subject deals with being on the hot seat. This week, he executed his question and answer session with CORE’s Consultant for Marketing and Branding Strategy for the past two years, Jasmine Takanikos.

1.) Before joining CORE, what sort of consulting did you do?

I consulted clients on brand strategy and marketing in the fashion, trend and entertainment industries.

2.) What do you love most about working with CORE and its agents?

The environment at CORE that breeds creativity and originality, which I love. The agents take a tremendous amount of pride in their work and are always challenging the status quo, it makes me better at what I do.

3.) How does your background with lifestyle brands help CORE agents?

Working with different kinds of brands gives me a window of insight into consumer behaviors and trends that is very dynamic. The real estate business is a people business so my diverse portfolio is what continues to give me a fresh perspective.

4.) Who is your mentor in life?

I have several, my mentors are invaluable to me. If I have to chose one it would say Heath Gunn, he is a CPA and like a second father to me. He is constantly teaching me the art of business and life.

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I’m a firm believer that a real estate company’s success, and the brand it builds, is largely reliant on one thing:

The agent.

Having worked as a successful agent in the City for over a decade (prior to starting CORE), I have a different perspective on this topic than most.

The importance of the agent as an ambassador of our brand is tantamount to our success.

And never underestimated.
Everything that impacts “who we are” is in the agent’s hands. From handing out a business card with our collective names on it to successfully negotiating and closing a deal.

I am pleased to announce that Oliver Brown has joined us. With over 20 years of experience selling in NY, he has built a business and reputation that is exemplary and we are proud to have him as an ambassador of our brand.

Shaun Osher is the Founder and CEO of CORE.

The Real Estate Board of New York’s annual “Deal of the Year” Awards was held last night, October 25, 2012, at the Metropolitan Pavilion. CORE’s Limor Nesher was honored for her work at 251 East 110th Street where she conducted a unique art tour of the neighborhood to attract potential buyers to her townhouse listing which offered a gallery space. Emily Beare, Shaun Osher, Brittley Jarrell and Adrian Noriega enjoy the evening’s festivities in the photo above.

Welcome to Ten, CORE founder and CEO Shaun Osher’s rapid-fire interview series with prominent CORE figures. Read on to find out how this week’s subject deals with being on the hot seat.

1) How did you get into the business?
About 14 years ago, I was very fortunate to meet a broker/owner of a small boutique rental firm that was looking for “new blood”. He taught me a lot and we’re still close friends. It’s very important to have a mentor when you’re just starting in this business.

2) You are the Director of Sales for several new development projects – how do you manage everything?
The support I get from CORE’s various departments is unparalleled. Any PR, branding, marketing and event planning support from CORE takes the headaches and responsibilities off my shoulders. This allows me to focus a lot more of my attention on the brokerage side of the business. I also carefully select the sales teams for each project.

3) What do you love the most about new development?
Collaborating with the design and development teams during the planning phase of a new construction project, knowing that the input I bring to the table will impact both people’s lifestyles and the building’s aesthetics.

4) What do you attribute your success to?
It’s easier said than done, but I always try to look at the big picture and focus on long-term goals. The platform I have at CORE enables me to push the envelope and constantly reach new limits.
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The numbers of the September Real Time Report (click here to download the PDF) are indicative of what I’ve been predicting for the last year. Less apartments are available for sale, prices are continuing to rise, and the overall volume of deals is increasing. Our “for sale” market is shrinking, and it’s becoming more and more difficult to find a home in Manhattan. The limited pipeline of new development inventory may also only satisfy a small part of the really high-end market, because most developers seem to be jumping on that wagon.

I expect that when we finally see the deals that were put into contract over the past few months close, we’ll see that there was less negotiation from the asking price. In fact, we are now starting to see deals accepted at above asking prices.

While there is still no completely accurate data or report that provides contract signed prices for a specific time period of 30 days, I estimate that we are at least ten percent higher (in pricing) than where we were a year ago.

This should be the strongest October in the past 5 years.

Shaun Osher is the Founder and CEO of CORE.

A sampling of last week’s press coverage of CORE and CORE properties.

“Slim supply gives condo prices new pop”
Crain’s
Record rents, low interest rates and wealthy buyers looking to invest their fortunes are all helping to pump up the condominium sales market, Crain’s reports. One of the projects benefiting from the lack of new inventory is CORE’s Walker Tower development (above). “Walker Tower is shattering record prices for downtown,” CORE CEO Shaun Osher tells Crain’s. For more on Osher’s take on the current real estate market, read his comments on the new housing shortage.

“Trophies On Display: In Gaga Global New York, the Loudest Listings Bag the Billionaires”
New York Observer
In the Observer’s look at the current culture within Manhattan’s luxury real estate world (”If you’ve got it, flaunt it. That’s the new rule of thumb in luxury real estate, anyway.”), CORE Managing Director Emily Beare commented on the important roles advertising and publicity play in marketing expensive properties.

“What’s new”
New York Post
The Post’s big fall real estate preview featured CORE’s upcoming 93 Worth Street project on its cover. The former garment factory in TriBeCa, built in 1924, will launch sales later this fall with prices from $1,250 to $2,000 a square foot. Click here for more on the project.