The Real Deal New York

Elliman joins Prodigy at Trump Soho

July 11, 2011 03:45PM

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From left: Elliman’s Fredrik Eklund and Raphael De Niro, Prodigy Network’s Rodrigo Nino and Trump Soho

After months of speculation, Prudential Douglas Elliman officially got in on the marketing act at Trump Soho, according to Real Estate Weekly. The Real Deal previously reported the hotel-condominium’s developers and lenders were considering replacing the current Prodigy Network-led team with Elliman brokers. According to Real Estate Weekly, Elliman’s Raphael De Niro and Fredrik Eklund will “spearhead” the domestic sales effort for the unaccounted for apartments in the 346-unit tower, while keeping Prodigy in tow. According to Prodigy President Rodrigo Nino, 21 units have entered contract and 19 units have closed since the team unveiled lower prices in the Sapir Organization and Bayrock Group-developed building in late February. Studios and one-bedrooms are priced from $1 million to $2.6 million, while the penthouse units, which hit the market last month, are priced from $2.5 million to $8.7 million. Prodigy previously split the duties with Core, before taking over exclusive marketing rights in 2008. According to Streeteasy.com, 125 units have sold in Trump Soho since sales launched in 2007, many for less than $1 million. [REW]


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