The Real Deal New York

Leaving Town: The firm’s head of international sales bails after closure of resales, leasing

Luciane Serifovic joined firm last year
By E.B. Solomont | April 23, 2018 06:10PM

Luciane Serifovic (Credit: Luciane Serifovic via Facebook)

In the wake of Town Residential’s decision to close its resale and leasing divisions, the firm’s director of international sales has jumped ship — casting doubt on the company’s ability to maintain that business line.

Luciane Serifovic joined Town last year to build up its presence in the international luxury market by forming strategic alliances with other brands.

“Under the circumstances, it just made sense for me to explore all the opportunities,” she said, referring to Town’s closure last week of its core brokerage operation. “It was a mutual decision between me and Andrew [Heiberger] because we do have a very good relationship.”

Related: Town Residential shutting down sale, leasing business

In a statement, Heiberger, Town’s founder, did not weigh in on what Serifovic’s decision meant for the firm’s international business, which the brokerage previously said would continue operating, along with its new development work. He called Serifovic a loyal friend and talented colleague with “unrivaled work ethic.”

Serifovic joined Town last year from Douglas Elliman, where she was executive director of rentals from 2014 to 2016. That year, she was moved to a sales management position amid a shakeup of Elliman’s rental division.

At Town, Serifovic was director of international sales, corporate and relocation services. During her 10 months at the firm, Town formed partnerships with nine other companies, including London-based Chestertons. It had previously affiliated with Miami-based Fortune International.

Serifovic called Heiberger a mentor and said Town agents were loyal and collaborative. The decision to close the firm’s resale and leasing divisions last week caught agents and managers by surprise.

“I was having a meeting with him the day before to brainstorm,” she said. “At the end of the day the market conditions take a toll.”

The day after Town informed its employees of the closure, which The Real Deal first reported, competing brokerages were quick to schedule interviews with the firm’s former agents, and some even offered incentives like signing bonuses. Serifovic said she’s received 19 offers, but plans to take time off while weighing her next move.

Related: Resi firms descend on remnants of Town

In a Facebook post on Friday, she described Town’s last day as “difficult,” but said, “I know how to make lemonade out of a lemon, and I do look forward to building the next chapter.”

Luciane Serifovic (Credit: Luciane Serifovic via Facebook)