One advantage small brokerages enjoy over their larger competitors is their ability to craft highly distinct and local brands. A new brokerage in New York City is milking that opportunity for all it’s worth.

Fashion Realty claims to specialize in showing stylish properties through agents who dress particularly fashionably.

The goal is to embrace the abundant style and energy of New York City, according to Leonard R. Gendelberg, CEO of Fashion Realty.

“What makes us stand apart from other brokerage firms is the style of the properties we market and the stylish flair our agents possess,” Gendelberg said in a statement. “We are confident that our clients will notice a difference.”

Promotional video for Fashion Realty.

While Fashion Realty wants to see style in its agents, it won’t impose any kind of dress code. The brokerage will leave it up to its agents to demonstrate their panache, Gendelberg said.

The firm’s target clientele “will be the upper class who truly want the finest things in life,” he said, noting that focusing on stylish properties requires working with the well-heeled clients.

The brokerage is “not interested in offering run-of-the-mill properties that the majority of other brokerages have,” and will evaluate properties to determine whether they meet its criteria, he added.

Gendelberg said that some brokerages set themselves apart by offering exclusive listings.

But he felt that even those brokerages were “missing something.” Gendelberg says he’s filled the hole by focusing on providing clients with an enjoyable experience, not just the property of their dreams.

Fashion Realty’s marketing approach highlights how small independent brokerages can forge highly targeted brands that resonate with certain niches of buyers and sellers.

Along with control of technology, control of local branding gives independent brokerages the ability to craft a nimble, profitable business that can adapt quickly to market conditions, an Inman survey found.

Email Teke Wiggin.

This story has been updated.

Show Comments Hide Comments


Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription