Elliman launches equity design team

Celeb broker Michael Bolla to head the national team with color expert Carl Black

New York /
May.May 11, 2011 02:48 PM

Prudential Douglas Elliman has tapped its relatively new hire, celebrity broker Michael Bolla, and Carl Black to launch a new national sales-side interior design service called Elliman Equity Design. Bolla, a managing director at Elliman’s 575 Madison Avenue office since joining the firm in February, and Black, a former Harvard and MIT professor with an expertise in architectural color work, will be contracted by developers and individual resellers to permanently redesign a space with a specific focus on making it more attractive to buyers.

Bolla and Black stressed to The Real Deal that their work does not involve interior decorating, which is specific to individual taste. Rather, they focus principals of light and space design that leave the psychological appearance of a larger space.

Many developers already enlist brokers to help stage a space, “but a lot of their insight is based purely on the current market,” Bolla said. And because apartment stagings often appeal only to a specific taste, “most stagings today are so bad that it’s actually counterproductive,” Black added.

“What sellers ultimately collect is based on demand and interest,” Black said. And by making an enclosed space feel larger, Bolla explained that they are “expanding the interest in that space, and helping sellers collect more on their investment.”

That widespread equity focus, they said, separates them from interior decorators.

Bolla, whose own boutique brokerage operation pre-Elliman, Luxury Lofts & Homes, counted Denzel Washington, Heidi Klum, Jennifer Aniston and the Knicks’ Amar’e Stoudemire among its clients, said this role will supplement his work as a broker. He would not disclose the projects the new team is currently working on, citing confidentiality agreements with developers. When asked how much the service costs, Bolla said it depended on the individual contracts with developers and sellers. TRD


Related Articles

arrow_forward_ios
John Giannone and Jac Credaroli (Credit: iStock)
Two Elliman agents launch platform to provide renters, buyers and sellers up to $50K in unsecured loans
Two Elliman agents launch platform to provide renters, buyers and sellers up to $50K in unsecured loans
Jacob Sudhoff and Scott Durkin (Credit: Sudhoff Companies, Emily Assiran, iStock)
Douglas Elliman is coming to Texas
Douglas Elliman is coming to Texas
Douglas Elliman chairman Howard Lorber (Credit: Getty Images and iStock)
Elliman’s revenue rose 18%, after sales frenzy to avoid New York’s new transfer tax
Elliman’s revenue rose 18%, after sales frenzy to avoid New York’s new transfer tax
Christopher Riccio
Christopher Riccio joins Douglas Elliman, bids Leslie J. Garfield farewell
Christopher Riccio joins Douglas Elliman, bids Leslie J. Garfield farewell
Westchester continues to see strong sales despite low inventory  (Getty)
Westchester home sales stayed strong in Q1
Westchester home sales stayed strong in Q1
(iStock)
Brooklyn, Manhattan rental markets “beginning to pivot”
Brooklyn, Manhattan rental markets “beginning to pivot”

Luba Marks and 1210 Meadow Lane (Wikipedia, Elliman, iStock)
Luba Marks’ Southampton home, asking $37M, in contract
Luba Marks’ Southampton home, asking $37M, in contract
Redfin CEO Glenn Kelman, Compass CEO Robert Reffkin and eXp CEO Jason Gesing. (Getty, Redfin, eXp)
Compass, eXp rise in Real Trends’ annual brokerage rankings
Compass, eXp rise in Real Trends’ annual brokerage rankings
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...