Former Elliman, WeWork marketing chief joins “Bumble for homes” startup

Nicole Oge heads to real estate app Casa Blanca as chief growth officer

National /
Jun.June 11, 2021 09:35 AM
Nicole Oge, Casa Blanca founders Hannah Bomze and Erez Zaurer (Getty, Casa Blanca)

Nicole Oge, Casa Blanca founders Hannah Bomze and Erez Zaurer (Getty, Casa Blanca)

A marketing veteran who held high-level posts at Douglas Elliman and WeWork is joining a dating-app-inspired proptech startup.

Nicole Oge, who previously served as chief marketing officer at Douglas Elliman and oversaw marketing at WeWork, is taking on the post of chief growth officer at the app-centric residential brokerage Casa Blanca.

Similar to dating apps like Bumble and Tinder, Casa Blanca uses a swipe left, swipe right interface to help users navigate home listings.

Oge said the app makes Casa Blanca more of a consumer-facing company as opposed to traditional brokerages, who rely on their agents to form and maintain relationships with customers.

“We are thinking through the lens of the consumer,” she said. “The app is the best example of this — similar to dating apps, the Casa Blanca app gets smarter the more a user engages with it. All communication and scheduling happens right in the app.”

Casa Blanca was founded last year by Hannah Bomze and Erez Zaurer, and earlier this year the company raised a $2.6 million seed-funding round. Bomze was previously an agent at Compass and Doulgas Elliman, though a spokesperson for Casa Blanca said she and Oge met through a mutual acquaintance after their time at the brokerage.

The company’s backers include Samuel Ben-Avraham, an early investor in WeWork. It has 38 agents in New York City and Colorado, and after recording $100 million in sales last year, aims to reach $250 million by the end of this year.

Oge joined Douglas Elliman in 2014 and oversaw an ambitious marketing expansion that aimed to position the real estate brokerage as a luxury consumer brand as it expanded into new markets, such as Aspen and Southern California. Those efforts included the publication of a short-lived quarterly magazine, “Elevate,” featuring articles by Vanity Fair writers, as well as “Elliman” magazine, which is still in publication.

She left the brokerage in 2016 and joined WeWork two and a half years later, right after it had rebranded itself as the We Company ahead of its ill-fated 2019 IPO effort. In the interim, she launched Labyrinth, a New York-based marketing and branding consultancy.





    Related Articles

    arrow_forward_ios
    Los Angeles, New York and Miami metro areas are in the top 10 of owner-occupied million dollar homes. (iStock)
    These metro areas have the most — and fewest — million-dollar homes
    These metro areas have the most — and fewest — million-dollar homes
    A closer look at Compass’ trail of litigation over its business tactics
    A closer look at Compass’ trail of litigation over its business tactics
    A closer look at Compass’ trail of litigation over its business tactics
    Salesforce CEO Marc Benioff and Amazon's Jeff Bezos are backing the startup (Getty, Arrived)
    Bezos-backed Arrived Homes is latest startup to expand real estate investment
    Bezos-backed Arrived Homes is latest startup to expand real estate investment
    Orchard's Patrick McClymont and HomeLight's Sean Aggarwal (Photos via IMAX, The Org)
    Orchard, HomeLight move toward IPOs with new execs
    Orchard, HomeLight move toward IPOs with new execs
    Sara Gore (right) and Ryan Serhant (Getty)
    “Open House” host Sara Gore joins Ryan Serhant’s brokerage
    “Open House” host Sara Gore joins Ryan Serhant’s brokerage
    From left: Mathew Chapman, Michele Kowal, Maryanne Elsaesser and Rhonda Battifarano (NJ Home Navigators)
    Christie’s NJ affiliate claims “big win” in agent-poaching dispute with Compass
    Christie’s NJ affiliate claims “big win” in agent-poaching dispute with Compass
     Adam Neumann (Getty, Bal Harbour Florida)
    Ex-WeWork CEO Adam Neumann inks $44M deal for Bal Harbour properties
    Ex-WeWork CEO Adam Neumann inks $44M deal for Bal Harbour properties
    (Getty)
    Housing rush: In-person school adds fire to rapidly heating market
    Housing rush: In-person school adds fire to rapidly heating market
    arrow_forward_ios

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

    Loading...