Ladies and gentlemen welcome back to another S.T.D. meet up your host Alvaro to bring you another successful and interesting guest today We're gonna have with us Sean Osher. He's the founder and CEO of core group real estate Which has been categorized as New York stop real estate Marketing and sales firm now just him alone He has sold almost over a billion dollars this last year in real estate sales And he's been ranked the number one in the US or number one in New York and number two in the US Which by the way those numbers are incredible and New York's real estate market is one of the most competitive and aggressive ones So very excited to see what he has been building over these years to put himself at the top of the line. There he is What's happening Sean?
How are you? Good. Thanks. How are you?
Good? I'm glad we made it. Yes. Yes Things are sunny.
It's a nice day beautiful day in New York today. I love that. I love that Well, look you are not just living the dream you're selling the dream You're in one of the most dynamic cities in the world and you position yourself as one of the leading forces in the luxury real estate market So I'm want to start by asking what does core stand for? Core is a luxury residential marketing and sales brokerage.
We have kind of a mission to raise the bar in the industry We have brand pillars which are consistent with quality of service to our clients expertise a Consistency in the quality of what we do in with with respect to our clients which encompass buyers sellers of homes and developers in new development projects I love that because I've seen some of the projects that you've been involved in because you specialize in new developments The way that you have build that trust with the developers and with all these projects to be the one to be doing the sales and the marketing is Phenomenal. I mean just last year alone You almost sold over a billion dollars and got ranked as number one agent in New York and two in the nation Which is phenomenal. How do you get to that point where developers are trusting you to want to work with you specifically? Well, it's a very it's a very long process.
I've been doing this nearly 30 years and You know, I think the most important part of working with the developers understanding what the future Should should should present. You know the standard lifespan of a development project takes about Development we sit down in the pre development, which is designing the building which includes the amenities the layouts the floor plans the finishes We have to kind of have a vision of the future and understand what is it going to be three or four years from today that the market is going to want Because we're going to be coming to market to sell in three or four years a lot of the product you see selling now We were working on four five six seven years ago, right? That's very important and interesting you're trying to stay ahead of what the vision for the city is going to look like so that people Understand what this break is going to be. I mean here in Miami We're seeing also left and right a lot of these new projects coming up And that's one of the most attractive things that the city has to offer because especially people that are looking to be part of the evolution of the city They want to be part of these new developments So I think that what you guys are doing by positioning these projects as like the forefront of the changes and the evolution of the city It's very sexy and very attractive.
So it's very amazing now what you said is very critical There's a lot of people think that always that overnight success that took you 30 years, right? Is the compound of doing things daily and daily after day so that you get to where you are today now in that process You build that trust you build that experience But what else are you doing to constantly differentiate yourself from everyone else? Well, I think the most important thing that we do as a boutique firm that separates us from everyone else is that I'm still very actively Involved in the market. It's very important that developers get live information and live information is not in a spreadsheet Live information comes from buyers and sellers and the brokerage community Most of the important information is coming out of the buyers mouth when they're in an apartment or at home And the sellers, you know idea of what they're gonna sell the property for but to keep your finger on the pulse You really need to be actively engaged in the market.
I won my first new development project 20 something years ago because I was a top agent I knew the market I knew what people wanted to buy and I knew what the developer needed to deliver to that market So if you look at the successful projects I mean I've done over 50 projects in my career and the most successful ones have been those that really resonated with the buyers and where I knew Okay, we needed two bedroom apartments with high ceilings with this kind of layout with these amenities with you know You really have your finger on the pulse of exactly what the market is gonna need You know, we're just finishing selling an incredible building now for Rockefeller group and Mitsubishi called Rose Hill I have one apartment left and it was one of the most successful projects in New York City because when we sat down with the development team We kind of knew that people were gonna want to work from home people were already working from home before COVID So we designed in these apartments home offices small areas where people can actually live and work from home very comfortably where there was kind of a separate Area for your space to work and then a separate area for you to live COVID came everyone was shut down and stayed at home and then that you know kind of proved our case study that you know Work from your home is here to stay. This is how people want to live in the future homes Whenever really built before this to accommodate this kind of lifestyle change and you know We could say we were lucky and luck has some part to play in every any success anyone who's successful will tell you they'd rather be lucky than smart But you know this was kind of us taking information from buyers going into people's homes looking at how they lived and then designing homes of the future to Accommodate what they want in an apartment. I love that because at the end of the day You're also an advisor for these developers because you're the one that is involved with the buyers and sellers every single day And as you mentioned the trends are changing over time and COVID definitely shaped the way that people are looking at their homes and working from home Became a trend also the wellness spaces become also something important So with these projects that you are doing and selling is there a specific trend beyond that office space that you are accommodating Is there anything that right now? It's like reading the bell more and more?
Yeah, I mean I think you kind of put your finger on it. It's with health and wellness and lifestyle, you know So I'm seeing a huge trend happening now, which meant that the people delivering product We're thinking about this three and four years ago. So, you know, we're we're selling a building now for related properties It's one of the most successful projects in the city. It's called the courtland and in that building we put in amenities that include health and wellness And really took that into consideration.
We have a cold plunge Two swimming pools one for swimming laps and another one for leisure. We have infrared sauna. We have steam We have steam showers in the apartments. We have a fully equipped really state-of-the-art gym facility Which will rival any private gym in the world.
It's got a Pilates studio a yoga studio a meditation area And so I think you know these things we were thinking about six seven years ago And what's going to be very interesting to see is now, you know how that evolves into the future of integrating medicine health wellness into our lifestyle And I think that's the biggest trend we see now and you know just like any trend they're constantly changing So it's really important to make sure you're understanding what bodies are thinking what they value and what they're willing to pay a premium for What I mean great points by the way I think that you just got to stay ahead of the curve by knowing what people want them be very affirmative on these things when you're talking to the developers But at the end of the day, what is one of the disadvantages? I will say of working directly with developers Disadvantages, I mean not really I think it's a huge advantage if you can actually create the product that the you know the market needs I mean sometimes, you know a developer will second guess they're the one putting up the money You know, so there may be too many cooks in the kitchen And that's maybe a terrible scenario because when you don't have once one vision It gets diluted, you know It looks a little bit look it could be a smorgasbord of things and too many things trying to be too many things to too many people Is a mistake that I see happen a lot because then you've created something that's generic and it's not special to anyone right? It's a great point I think that the reason I was asking that question is because at least here in Miami what we come across is that there is new developments coming Right and left left and right and those that are working specifically for that project They need to make sure that they're standing out from everybody else But the reality is you mentioned something very important And this is where I want to get to is that you don't have to target the same people that these other buildings and targeting You got to specialize on your own niche And that's how you stand out by focusing on being the best within that particular niche Right, and I think that you have gotten to a degree where your niche is one of the highest levels Which is very very incredible now. What is the biggest lesson that you've learned through the process of these 30 years in your career?
You know remain consistent there's gonna be ups and downs, you know markets are gonna adjust interest rates Global financial crises, you know war there are there are things that are outside of our control But if you remain consistent to your vision, I'm ultimately great product sells in almost any market And I think that's important to like stay consistent and your focus and committed to your vision and deliver that to the highest quality you can You know Miami is a very interesting market I think it's one of the most exciting residential markets in the world I look at the Miami market as a very young market It's not as mature as say in New York City, but there's an incredible amount of potential You know the administration in Florida and especially Miami the mayor is very pro development And that's an amazing thing. I think for many many years the Miami market was Appeared as if it was just a purely investors market the quality of the product was not as good people just buying there to kind of make a u.s. Investment they were flipping homes. It was very kind of cyclical a very short cycle was up Then it was down you had a lot of projects there that sold well that were kind of gimmick projects I feel I don't know how many buildings are built in Miami where you can actually drive your car and park your car in your apartment But you know clearly some people like that, but that's not the majority of buyers So I think the Miami market has just to talk about it for a second has got a huge potential Because I think the people who live there now and the people who are buying the now want and demand something that's a little bit different They want something that is a little bit more mature Thought through and a higher quality than what we've seen traditionally delivered in that in that market Absolutely.
I mean you just said it right there and it's understanding what type of demographic is coming into the city, right? So New York has a different audience than the one that you have in Miami So understanding the needs and the transit is what's going to help you shape the way that you're doing these projects and the way that you're marketing and selling them Right because it's important to make sure that your cater the audience in their own language No, just presenting the product. So I think you've done a really good job on that And I've been seeing some of the projects you've been involved and it's very good because you're speaking the language of what this specific audience was here Which is not easy to do if it was easy everyone would be doing it. Yeah, well First question we ask ourselves when we sit down with an open piece of land is what is the highest and best use of this property?
Who is the buyer and what do we need to deliver that will make them pay a premium for something that they fall in love with? That's the most important question of any question And the way you answer that is by knowing the buyer and the only way you know the buyer is by meeting them and speaking to people And speaking to the brokers, you know, the brokers have most of the most valuable information that anyone needs You know because we're hearing directly from the mouth of the buyer what they're looking for and what the market does not have So if you connect to that and you can communicate that and distill that into information, you know That's that's gold but that's not easy. Yeah, that's the most valuable data So you gotta make sure that you keep on doing your research connecting with the different successful brokers that have access to that I'll just and then put up line together to deliver in what you're trying to accomplish now with everything that we talked about What do you envision for New York in the next three to five years? I mean, New York is almost having a rebirth and it's very exciting You know, covid knocked us flat.
It was horrendous. No one was on the streets anyone was on the street was homeless or had some issues Crime was up. Our subway system was a mess. The city was a mess and if anyone says it wasn't the right But I'll tell you it's come back and you walk in the streets now You can't get a reservation at a restaurant.
They're packed people are out on the street people are feeling a lot better The city feels a lot safer. The subways are working a lot better And the city people are going back to work and if they're not back to work, they're out in the streets They're connecting you know in any major city the exciting thing is to see people right and to connect with community And I'm feeling that energy when I first came to New York that energy is now back And it's exciting. So the next three to five years I think it will be a magnet to attract more people who want to kind of you know engage in the city be immersed in like the greatest city in the world And connected to that and I think from a residential standpoint that means, you know, we need to build more housing We've got a housing shortage. There needs to be more incredible housing for these people who are coming to New York to live in So I think it's a very exciting time in the history of New York City Well, we'll keep looking at all the projects you're involved in and what the dream in New York looks like Yeah, well, Miami.
I'm really excited as well to see what happens there. It's what I mean one incredible city Make yourself comfortable come here for a week check on what's going on I'll show you around because it's definitely quite an amazing transformation Same thing that you mentioned about New York. We were seeing the same thing here in Miami Just keep on going and it's beautiful So it's just exciting to see things here in the States specifically in some major cities like New York and Miami where things are transforming in this way And we just need to keep on being part of the process right and add value to the people that are looking for these things Yeah, absolutely I mean if you think about it, you know, we have a huge responsibility as as people who work with developers and real estate agents We kind of determine the way people live their life, you know, your house is your most important place and The real estate agents and the developers and the people the architects the engineers that kind of define how we live as a society and as a culture and as a civilization And I take that huge responsibility And that's the way to do it with your cap, you know, you are the one that is here to serve an end value and make sure that you're guiding in the right direction Yeah, now you mentioned something that it always triggers this question that we ask all of our guests Which is what is luxury to you? Luxury to me is you know, there's a there's a great quote, which I'll probably screw up so I may not try But luxury is not needing anything else.
I feel the ultimate luxury The ultimate personal luxury is if you don't need anything else if everything you have and require it's almost like the Zen Buddhist monks Right, they they reach a place of Nirvana. So luxury is no virus if we can deliver Whether it's you know, peace for health wellness when you're healthy, you're happy Right when you don't have the land or shining at you for rent you're happy When you come home and everything is set up in an environment to be conducive to your lifestyle It helps you become happy. So I think the ultimate luxury is delivering the things that check a box that you won't need or look for Right. So it's not more space.
It's not higher ceilings. It's not more money. It's not it's less The ultimate luxury is needing nothing. So that's my interpretation of that You know, I sure I love that because it is one of those things that it is very contrary to what we see in this space Right a lot of people that are in the luxury space It's always about what can I get more and acquire more of what's next?
So I have a boat I need a bigger boat Do I have this? I need a bigger boat I need a car and a better car. So what about what can I get next? Is this chase for what quote unquote feels like luxury But it's funny that you talk about the monks because last year I did something called be personalized It's 10 days I live and treat and you learn that attachment equals misery So attaching yourself to that feeling that chase or those objects is what's gonna lead to misery So you end up literally being for 10 days not speaking to anybody not exercising eating once a day meditating for like 13 hours a day No reading no writing no technology and one of the things that you realize is that they can take everything away From my life and I will still be content.
I will still be happy and when you reach that level and again 10 days is not the same than a month that does is for a living and reaches that state of Nevada But the point is the same is that you reach the ultimate luxury and that's why I'm sharing this is because I agree with you It's about reaching the state of not needing anything else, which is very very difficult But very beautiful right so and so what's something I've learned from people who I feel you know in my opinion are enlightened When it comes to luxury and lifestyle are those people who are wealthy? They can afford almost anything But just because of the heaven money doesn't mean they need to spend the money and chase after that thing that's going to handcuff you They're looking to you know get a kind of peaceful existence and when it comes to homes That's not necessarily the most expensive or the biggest You know so that to me is the ultimate luxury. I love that. Well look Sean just one last question Just to wrap this up.
I know that you've reached high level of success And there's a lot of people that look up to you if you could go back and tell your younger self one piece of advice What would it be? Um, I think don't be afraid You know you have nothing to lose you you kind of have to take risk you can't let fear Um, you know be a disability, you know, you need to take chances take risk You get one life to live you don't have any regrets do the things you want to do and and do it full-heartedly 100% I love it. Well, I appreciate it Sean. That was very inspiring.
Thank you for all the insights I wish you all the best with all the projects that you're currently working on if you ever want to come down to Miami Just let me know and hey keeping well and we'll see you tonight awesome. Thank you so much. This was fun I'll see you soon in Miami. We'll do bye bye bye And thanks again for everybody tuning in today.
We hope you enjoyed it And remember embrace it beautiful success in life. My name is Alvaro and I'll see you next time