The Real Deal New York

Streeteasy stalwart Dawn Doherty takes digital acumen to Elliman

May 05, 2011 12:03PM
By Katherine Clarke

Dawn Doherty, former vice president of strategic development at sales and rental listing website Streeteasy, has moved to brokerage Prudential Douglas Elliman to assume the newly created role of chief digital officer, Doherty and Elliman have announced.

Doherty was the driving force behind Streeteasy.com, which she joined in 2007, about a year after its launch. “When I first started, the site had under 2 million page views a month,” she said, and “now, it’s about 20 million.” The website will survive without her, she said.

“Streeteasy has great energy and a life of its own. I’m just happy to have been part of the team that built it,” Doherty said.

Doherty chose Elliman because of the culture.

“Elliman, for me, is the pinnacle,” she said. “When I was working at Streeteasy I met all the agents and I felt they had something special. When I met [Elliman CEO Dottie Herman] I saw where that came from. She’s real and she has depth.”

In her new position, Doherty will oversee social media and blogging for Elliman and drive traffic to the brokerage’s recently relaunched website.

“It’s a new role so certainly we’ll have to work to define it,” she explained. “It’s about determining the best way to get people to that website,” she said, identifying a trend of brokerages utilizing social media to find clients.

Doherty has had a foothold in brokerages since she was a licensed real estate agent for the Corcoran Group in New York and other real firms in New Jersey and Denver between 2001 and 2007.

Herman said she wants her agents to gain some expertise in social media.

“We’ve got to keep up with the world,” she exclaimed. The hiring of Doherty takes Elliman’s online strategy to a higher level, she said.

“I’m very excited for Dawn,” said Michael Smith, Streeteasy’s CEO (note: correction appended). “She has a keen sense of the changing role of the professional in this business and that’s going to be very valuable to a large agency like Elliman.”

Doherty is working out of Elliman’s main office at 575 Madison Avenue.

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