Serhant goes to the dogs for 77 Greenwich rebranding

Celebrity agent casts canine co-star upon takeover from The Marketing Directors

Ryan Serhant and Jolie on Greenwich. (Jolie, Getty)
Ryan Serhant and Jolie on Greenwich. (Jolie, Getty)

Ryan Serhant’s brokerage has snagged its first Manhattan takeover of a new development condominium.

The 90-residence tower at 77 Greenwich Street is relaunching with Serhant’s new firm as “Jolie,” meaning the “pretty one” in French. The firm on Monday released a black-and-white marketing video interspersed with references to somewhat European tropes.

The new logo for Jolie on Greenwich.

The new logo for Jolie on Greenwich.

The video follows Serhant, decked out in suspenders and a bow-tie, as he frolics through the building and surrounding Financial District with a small dog sporting a striped sweater as a French-language rendition of Nancy Sinatra’s “These Boots Are Made of Walking” plays. In one scene, Serhant and the dog recreate the spaghetti kiss scene from “Lady and The Tramp.”

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Jennifer Alese, who leads Serhant’s new development division, said the rebranding was meant to give the condo “a character and tell a story.” She also noted that each unit has river views and the building has 10,000-square-feet of amenities including three outdoor areas — one of which is outfitted with a dog run.

“The building really embraces post-Covid needs,” she said.

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The project, developed by Trinity Place Holdings, is aiming for a $311 million sellout with units asking between $1.2 million for an 842-square-foot one-bedroom and $10.79 million for the penthouse, according to the offering plan.

Sales and marketing was previously handled by The Marketing Directors. Angela Ferrara, an executive vice president at the firm, said she’s certain the next leg of sales at the building will be “very successful.”

“We handled the pre-sales there and we brought the building as far as we could,” said Ferrara, noting the challenges of marketing the project during the pandemic. She noted that the opening of a sales office in the building, which is under construction, will be “a great advantage” for Serhant.

Closings have not yet begun at the project and it’s unclear how many units are in contract, as developers do not have to publicly disclose contract signings.

But data from Marketproof New Development, which tracks new development condo sales, shows there are at least four units under contract. The firm’s data is based on condo filings with the Attorney General’s office, the Residential Listing Service, city property records and the Department of Buildings.

A spokesperson for Trinity contested the figure, saying “the building’s signed contracts are multiples of that number.” Serhant declined to comment.

Jolie is not Serhant’s first new development. The firm, which launched in September, landed its first job at Extell Development’s Brooklyn Point in November and is handling sales at more than 10 other projects along with the celebrity broker’s team at Nest Seekers International.

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