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Leveraging a combination of SERHANT.’s marketing power and her teams cohesiveness, Abby Palanca and her team navigate the hypercompetitive New York City real estate market through a combination of expertise, market savvy and “relentless work ethic.” Coordinating with her in-house network, The {Home} Collective, The Abby Palanca Team provides white-glove service from first contact to moving day and beyond, for a truly seamless, stress-free experience.
Find out how this leader and her team create game-changing expectations — and then surpass them.
Name: Abigail Palanca
Title: Licensed real estate salesperson
Experience: 13+ years
Location: New York City
Team Name: The Abby Palanca Team
Team size: 7
Sales volume: $500 million-plus
Awards: WSJ Real Trends Top 100 Small Teams
What do you wish more people knew about working in real estate?
That it’s a non-stop grind to the top — and once you’re there, it’s a non-stop grind to stay there. Real estate isn’t just about selling homes; it’s about building relationships, constantly adapting to market shifts, and staying ahead of the competition. There really aren’t any shortcuts.
Success comes from discipline, consistency and an insane amount of hard work behind the scenes that most people never see. But for those who love the challenge, the rewards are incredible — not just financially, but in the connections you make, the people you help and the legacy you build. It’s the most amazing career if you’re willing to put in the work
What are 5 things you’d like readers to know about you and your brokerage?
- We are a powerhouse team that gets results: The Abby Palanca Team isn’t just a group of agents — we are a well-oiled machine, combining expertise, strategy and relentless work ethic to deliver for our clients. We specialize in luxury real estate throughout Brooklyn and Manhattan, and we’re known for maximizing value in every deal, whether it’s a first-time buyer, a seasoned investor or a high-end seller.
- SERHANT. is redefining real estate: SERHANT. operates on the cutting edge of marketing, branding and technology. The brokerage isn’t just selling homes — it’s building a media empire, leveraging high-level content creation and digital reach that puts our listings in front of a global audience.
- I come from a numbers and negotiation background: Before real estate, I was an accountant, which means I bring a unique financial and analytical perspective to every transaction. I understand market trends, pricing strategy and the bottom line, ensuring my clients make the smartest moves possible.
- We take a full-service, white-glove approach: Real estate is more than buying and selling — it’s about creating a seamless, stress-free experience. Through our in-house network, The {Home} Collective, we provide everything from staging and renovations to moving services. Our clients don’t just get an agent; they get a full-service team dedicated to making the process smooth and successful.
- We never stop evolving: The market changes, technology shifts and client needs grow. My team and I stay ahead by constantly innovating, learning and refining our approach. We’re not just here to do deals — we’re here to lead in this industry and elevate the client experience at every level.
What makes a good leader?
A good leader is someone who sets the tone, drives results and brings out the best in their team. It’s not about barking orders or micromanaging — it’s about vision, decisiveness, and the ability to inspire others to rise to their full potential. It doesn’t happen overnight and I have learned a lot over time.
A great leader knows where they’re going and communicates that vision clearly. People don’t follow uncertainty — they follow confidence. Whether in real estate, coaching or business in general, your team (or clients) need to know the end goal and how to get there.
Indecision breeds stagnation. The best leaders make calculated decisions quickly and own them. Even if the decision isn’t perfect, forward motion is better than no motion at all. Leaders don’t point fingers. They take responsibility for their actions, their team and their results. If something goes wrong, a great leader steps up and asks, “What can we do better next time?” There is always a lesson in failures, and I try to pay attention to those lessons for the future.
Leadership isn’t about doing everything yourself — it’s about building a strong team, trusting them and setting them up for success. That means knowing people’s strengths, delegating wisely and helping them grow. Delegating was the hardest thing for me to learn how to do. It’s often in our nature to want to do it all; you’ll never grow with that mindset.
The market shifts, deals fall apart and obstacles pop up. Strong leaders don’t crumble under pressure — they pivot, adjust and keep pushing forward. You need to show your team how to rise above and push past the obstacles.
A good leader doesn’t just talk — they listen. They provide direct, honest feedback, but they also understand what motivates people and how to get the best out of them. If you want to hustle, show hustle. If you want integrity, demonstrate integrity. People don’t follow words — they follow actions.
The best leaders operate with consistency and authenticity. At the end of the day, leadership is about impact. It’s about the ability to inspire, push and support others to be their best while driving toward a bigger goal. Whether you’re leading a real estate team, coaching agents or guiding clients, the same principles apply.
What’s one thing you wish every agent knew?
The one thing I wish agents knew is that success in real estate isn’t about luck — it’s about consistency.
So many agents think the top producers have some secret formula, the best leads, or an easier path. But the truth is, the most successful agents are simply the ones who show up every single day, do the work, and stay disciplined even when they don’t feel like it.
- Follow up when you say you will.
- Nurture relationships, not just transactions.
- Master your market and know your numbers.
- Stay visible — because if people don’t know you, they can’t work with you.
- Stop waiting for the “perfect” moment. Just take action.
Real estate is a long game. The agents who treat it like a career — not a side hustle — are the ones who build real, lasting success.
