Ex-Town exec Luciane Serifovic launches virtual brokerage

Luxian is targeting sports and entertainment clients

New York /
Mar.March 21, 2019 07:00 AM

Luxian International Realty’s Luciane Serifovic

Luciane Serifovic — a former executive at Town Residential and Douglas Elliman — is launching a boutique real estate firm targeting entertainment and sports clients.

Luxian International Realty, while based in New York City, is a virtual brokerage that will use blockchain technology to help high net-worth clients buy and sell real estate, Serifovic said. Following Town’s closure last year, Serifovic said she advised several clients in the sports and entertainment industries, which encouraged her to launch a firm catering to their specific needs. “They have no time,” said Serifovic, who herself has competed in WBFF World Beauty Fitness and Fashion competitions. “They have difficulty finding someone they trust.”

Although several other firms have sports and entertainment divisions — including Compass, Elliman and the Agency in Los Angeles — Luxian’s “virtual office” asks users to log in to a secure platform where agents and clients can chat and email, exchange documents and more. The firm’s software is licensed from Propy, a Palo Alto-based startup that records real estate transactions on the blockchain. (Propy was involved in the first blockchain-only real estate deal, north of Los Angeles County, last year.)

“Most brokerages send documents via email — which is risky,” Serifovic said.

To provide a higher level of service, Serifovic said Luxian’s team of nine will also facilitate yacht and airplane charters and sales, and luxury care sales. (She’s formed strategic relationships in those industries in order to do so.)

At Town, Serifovic was head of international sales, tasked with forming strategic alliances with global luxury brands. Before that, she worked at Douglas Elliman — first as executive director of rentals and later as a sales manager. Serifovic got her real estate start at Citi Habitats, where she worked from 2007 to 2013, eventually running the firm’s top-producing office at 250 Park Avenue South.

Although Luxian has a small physical office at 36th Street and Fifth Avenue because it’s required by the state, Serifovic said the work is 100 percent virtual. Having worked at several firms, she said the bricks-and-mortar model is not profitable. “It’s a waste of profits,” she said. “If your company is digital, you don’t need a place to sit down and have paper. Efficiency is very important to me.”


Related Articles

arrow_forward_ios
Eric Gordon
Eric Gordon on the evolution of the residential data game — and how to stay competitive in the new world
Eric Gordon on the evolution of the residential data game — and how to stay competitive in the new world
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
Big Tech locations in NYC
MAP: Here’s a look at all the Big Tech locations in NYC
MAP: Here’s a look at all the Big Tech locations in NYC
(iStock/Illustration by Alexis Manrodt for The Real Deal)
Manhattan job losses in Q3 worst of any large county in the US
Manhattan job losses in Q3 worst of any large county in the US
Rudin Management's Bill Rudin, 1675 Broadway and Gannett CEO Mike Reed (Getty, Google Maps, Gannett)
Gannett to move its NYC office two blocks north
Gannett to move its NYC office two blocks north
A rendering of the facility at 1029 Newark Avenue in Elizabeth, Fidelco chairman Marc Berson and Elberon Development Group chairman Ann Evans Estabrook (Photos via JLL, Fidelco and Elberon)
Cold storage facility in New Jersey gets $34M loan
Cold storage facility in New Jersey gets $34M loan
Silverstein Properties' Larry Silverstein and Phase I of the Denizen Bushwick at 54 Noll Street (Getty, Google Maps/Illustration by Kevin Rebong for The Real Deal)
Silverstein offers to buy half of All Year’s Bushwick rental complex
Silverstein offers to buy half of All Year’s Bushwick rental complex
HSBC COO John Hinshaw (Getty, iStock)
HSBC to shrink its office footprint amid shift to WFH
HSBC to shrink its office footprint amid shift to WFH
arrow_forward_ios

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

Loading...