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New York

Horacio LeDon to head up Elliman’s Florida new development marketing

Broker will also take senior marketing role in New York City

Horacio LeDon
Horacio LeDon

Noted lone wolf broker Horacio LeDon has decided to join a larger firm — a much larger firm. LeDon recently moved over to Douglas Elliman, where he will handle two roles, as senior managing director of development marketing in New York and president of development marketing in Florida, The Real Deal has learned.

LeDon, the founder of the eponymous brokerage Horacio LeDon Real Estate, has experience in both states. A Miami native, LeDon operated his firm in Florida, New York and London. At Elliman, he will help lead marketing efforts for new projects such as Ian Schrager’s the Residences at the Miami Beach Edition and Alan Faena’s Faena House in Miami.

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“[LeDon’s] lifestyle marketing perspective fits right in at Elliman,” Susan de Franca, the firm’s new development marketing chief, said in a statement.

The former Related Companies executive was the west coast senior vice president for Starwood Capital’s ST Residential unit before starting his own brokerage  last January, as The Real Deal reported. At Starwood, he oversaw sales at various properties in Los Angeles, but decided to leave in July 2011 because many of the condo projects he was working on went rental and his commission potential decreased substantially. —Katherine Clarke

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Douglas Elliman