Why Developers Choose the AF Team at SERHANT.

We’re the AF Team at SERHANT. — a real estate collective born in Brooklyn and bred in Manhattan, blending new development precision with real-world buyer insight. Backed by $600M+ in closed sales, we bring clarity and structure to every stage — from blueprint to closing — while never losing sight of the people at the center of it.

From early-stage strategy to final closings, we operate with one core truth: prepared projects perform.

Recognized as a Top 20 NYC New Development Team by The Real Deal and Top 50 Nationwide by WSJ Real Trends, we’ve partnered with developers across boroughs and market segments to position, launch, and close with precision. Our work spans boutique buildings, complex repositionings, and nuanced buyer pools—with measurable results and long-term resonance.

Structured Strategy. Market Psychology. Results.

Every project benefits from our layered expertise across:

Buyer behavior and pricing psychology
Architecture-informed sales strategy
Brand development and narrative design
Deal structure and momentum planning

We Don’t Follow Trends — We Architect Them.

Where We’ve Delivered

Our team has led successful sellouts across:

Southernmost Brooklyn
→ Record-breaking absorption in Sheepshead Bay, Midwood, Bay Ridge, and Bensonhurst.

Prime Central & Northern Brooklyn
→ High-design boutique launches in Williamsburg, Clinton Hill, Boerum Hill, Park Slope, and Bushwick.

Downtown Manhattan
→ Deep repositioning experience in Greenwich Village, LES, and East Village.

Uptown Manhattan
→ Standout boutique new development projects represented in UES and Harlem.

Advantage AF.

These aren’t talking points—they’re the structural advantages we bring to every project we’re part of.

1. We’ve sat on your side of the table.

With backgrounds in construction, architecture, project management, and design—we understand development beyond sales.

2. We prepare, so your project performs.

Our infrastructure supports every phase: buyer personas, narrative-building, and pricing strategy rooted in demand psychology.

3. We translate design into emotion—and emotion into offers.

Buyers don’t just want a unit—they want to feel aligned. We know how to guide that emotional architecture.

4. We’re powered by SERHANT.’s global brand, SERHANT. Studios, and ID Lab.

→ Netflix exposure, 8M+ followers, global Sell It Network
→ Professional media, viral content, and hyper-targeted campaigns
→ Global cachet with local nuance and high-conviction sales

Strategy is Our Scaffolding. Trust is The Outcome.

Planning a New Project?

If you’re in early planning—or looking for sharper execution on a project already underway—let’s connect. We’ll bring the questions. And the floor plans.

Contact Us

Let’s build something worthy—together.

Developer Guide: From Acquisition to Sellout

We specialize in full-cycle execution—strategy, pricing, branding, buyer psychology, and sales management—so your project isn’t just built well, it’s sold well:

The Smartest Projects Are Sold Before They’re Built.

Acquisition Advisory
→ Neighborhood comps, product viability, buyer demand
Product Strategy
→ Unit mix, layout logic, finish direction, amenity design
Branding & Positioning
→ Name, identity, story, target demo resonance
Pricing Strategy
→ Custom stacking plans + buyer psychology insights
Pre-Launch Prep
→ Back-end system builds, agent outreach, content direction
Launch + Momentum
→ Storytelling assets, exposure strategy, first-30-days velocity
Sales Management
→ Live feedback, re-positioning, offer strategy
Close-Out Mastery
→ Final-unit strategy, incentive structuring, buyer urgency

What sets a project apart isn’t just its architecture — it’s how intelligently it’s brought to market. The AF Team operates at the intersection of data, design, and demand: anticipating shifts, shaping perception, and translating detail into desirability. We collaborate with developers who value clarity over chaos, precision over guesswork, and momentum over waiting. Because great buildings don’t just need great marketing — they need great thinking.

Investor Guide: Strategic NYC Acquisition

Whether you’re a first-time buyer or a long-term portfolio builder, the AF Team helps investors identify opportunity, minimize risk, and position assets for long-term growth.

The Best Investors Move Before The Market Nods. We Engineer Advantage.

We Deliver On:

Targeted Acquisitions in High-Growth Neighborhoods
We identify rising-value areas backed by data, trend analysis, and on-the-ground insight.

Deal Analysis + Price-per-Foot Fluency
Every opportunity is dissected for ROI, comparables, and margin clarity — no guesswork.

Value-Add Strategy + Risk Assessment
We evaluate potential for unit reconfiguration, layout efficiency, tax positioning, and rental yield optimization.

Long-Term Equity Growth + Liquidity Planning
Strategic planning tailored to your investment horizon — whether income-generating or exit-focused.

Access to Off-Market + Early-Phase Opportunities
Our network unlocks exclusive access to pre-market listings and developer-direct deals before they hit the market.

Whether you’re building generational wealth, seeking stable yield, or simply outmaneuvering the market, our investor-focused approach brings structure to the city's most complex transactions. With a deep understanding of both macro trends and micro-neighborhood dynamics, we help you move decisively — and ahead of the curve.

Buyer Guide: New Development, NYC Edition

We guide buyers through the emotional and technical nuances of purchasing in New York City — especially when it comes to new development. From initial interest to signed contract to final walk-through, our approach is built to demystify, educate, and protect your interests at every stage.

The Decision Is Emotional. The Process Is Technical. We Guide both—So You Stay Clear and Confident.

What We Cover:

Timeline, Expectations, and Closing Costs
From deposit structure to projected occupancy, we help you understand the full arc of the deal — no surprises.

Buyer Education Around Offering Plans, Deal Structures & Incentives
We translate legal language into plain English, explain sponsor concessions, and guide you through the fine print with clarity.

Emotional Decision-Making in a High-Stakes Market
NYC real estate is personal. We keep you grounded in logic without minimizing what the process actually feels like.

Pre-Approval, Lender Strategy, and Financial Readiness
Whether you’re paying cash or financing, we connect you with trusted lenders and ensure your financials are airtight before you offer.

Honest Communication So You Can Act with Confidence
We tell you what’s real — not just what you want to hear. Transparency is the edge in a market built on momentum.

Buying in New York — especially new development — requires both heart and strategy. With a track record of over $600M in new dev sales, we know the questions to ask, the timing that matters, and the pressure points that shift negotiations. Our role is simple: to make sure you never feel lost in the process or uncertain in your decision.

Learn More About The Team