Elliman’s Lawrence Rich heads to Core for its boutique culture

August 24, 2011 01:03PM

Lawrence Rich has left his post as a vice president at Prudential Douglas Elliman to become a senior vice president at Core, effective today, Core announced.

After 25 years running a clothing manufacturing business, Rich joined Elliman in 2004. He told The Real Deal that he enjoyed his seven years with the firm, and even foresaw himself remaining with it through retirement, but recently decided he “needed to take a next step.”

Following a lengthy decision process, Rich settled on Core after being impressed by CEO Shaun Osher and what Rich calls the youthful, modern culture he’s given the smaller firm.

“Elliman tries to have as many brokers as they can,” Rich said. “Core has a different culture, it’s more selective and I see myself fitting in well with their team.”

While Rich doesn’t have any listings yet, he finished selling all of his Elliman listings before making the switch, he said he’s in talks with owners right now and could have a few by the end of the week. He’s brokered 20 multi-milllion dollar transactions in his career, according to Core, including the $14 million sale of a 5,473-square-foot apartment at Trump Park Avenue. “I’ve done very well,” Rich said. “I just wanted to expand my horizons.”

At one time, he was the listing broker for a $25 million penthouse in the same Trump building at 502 Park Avenue, but that languished on the market through price increases and was scooped up by the Trump Organization, which now lists it for $33 million, according to Streeteasy.com.

“Lawrence is simply one of the top brokers in the city,” Osher said in a statement. “His attention to detail and reputation for delivering the highest level of personal service to his clients makes him a perfect addition to our boutique culture.”

Rich will work out of Core’s Chelsea office at 127 Seventh Avenue. — Adam Fusfeld