Cervera hires Harlan Goldberg from Elliman in a push to the Northeast

Harlan Goldberg left Douglas Elliman to join Cervera Real Estate in a newly created role.

Goldberg is now vice president of business development for the Northeastern U.S., where he’ll focus on sales and marketing of Cervera’s projects, dealing directly with real estate agents in the region. Projects include Aston Martin Residences, Elysee Miami, Aria on the Bay and the Ocean Conrad Resort Residences Fort Lauderdale Beach.

The move comes on the heels of new tax reform legislation that many brokers and developers say is bringing buyers from the Northeast to South Florida. Harlan expects investment from New Yorkers and other Northeastern buyers to “increase tenfold.”

“It used to be that Florida didn’t offer a lifestyle that was equivalent to New York,” said Goldberg, who moved to South Florida in late 2013. “Here, you actually get to live off what you earned.”

At Elliman, Goldberg previously led sales of the Residences at Mandarin Oriental in Boca Raton and before that, worked on sales of 1 Hotel & Homes. Prior to Elliman, Goldberg worked for One Sotheby’s International Realty. His background is in new development sales in New York, he said.

Cervera made its first leap into the Northeast with a partnership with Stribling & Associates in late 2016. A year earlier, Fortune International Group partnered with Town Residential in a similar push to share market intel and resources and cross-promote each other’s listings to their respective markets.