The Real Deal New York

Elliman’s De França wants to unseat Corcoran Sunshine as NYC’s top new development firm

And with a new team in place, she's making some headway
By Katherine Clarke | July 19, 2013 10:30AM

From the July issue: In a cordoned-off area of leafy Madison Square Park last month, Douglas Elliman Chairman Howard Lorber mingled with brokers and posed for photographs with company CEO Dottie Herman and Susan De França, head of the firm’s new development division. The Elliman bigwigs were there to celebrate the launch of sales at 10 Madison Square West, a new condo conversion being marketed by the firm’s new development division. Lorber’s Florida-based Vector Group is also an investor in the project, alongside developer Steven Witkoff. [more]

  • Mrs. Summers

    PATRICK • 2 days ago
    Question to De França: WTF is MSW?4

    2 days ago

    Top 10 abbreviations of MSW:

    Male Sex Worker
    Murder She Wrote
    Men Seeking Women
    Multiple Stab Wounds
    Municipal Solid Waste
    Mental Services Worker
    Master of Social Welfare
    Maximum Shipping Weight
    Mammal Species of the World
    Modeling, Simulation and Wargaming3

    Helaine • 2 days ago

    Patrick, I think you are refering to 10msw. We also don’t understand the logic. To brand the area with one building – naive and good luck.
    Love the top 10 abbrevations.2


    This is L U D I C R O U S. To take one of the WORLDWIDE most recognizable address “BROADWAY” and replace is with “10MSW”???. (and what is the 10 for?). We are truly seriously looking to buy in the area facing the park and there are some very impressive buildings with very proper names that we are considering but waited to see this development as well. However, after reading the comments and spending the last couple of days studying the importance of proper Internet building identification concluded to cross MSW off our list. Not only now, but more so in the future when the public becomes more educated in this matters the initial price and resale value will definitely by discounted by some senseless MSW.
    Just some examples:
    23 East 22nd is OneMadisom not MSS
    5 East 22nd is MadisonGreen not MSS
    225 Fifth Ave is theGrandMadison not MSN
    21 East 26st is TheWhitman not MSN – TheWhitman, just for the name it’s worth 10% more.