The Corcoran Group A Marketing Maven Forges into the Future

Barbara Corcoran, founder, chairman and chief executive officer of The Corcoran Group, Manhattan’s largest privately owned real estate firm, is on top of her game as she continues to do what she does best: invent ways to market Manhattan’s hottest, high-end properties. Often referred to as the "Queen of New York Real Estate," this innovator knows that the key to success is in the people she chooses to work with her. "I’ve always had enormous ‘good people’ fortune. I’ve had the most gifted people since day one. They are the strongest sales people in town." Esther Kaplan, president of The Corcoran Group, has been with the firm for over 22 years. "Barbara and I have a kind of left-brain/right-brain relationship. Her gift, special talent, is marketing. I’m on the other side of the firm, the operating side."

With 1999 regular sales to date already topping well over $1.6 billion, The Corcoran Group projects even higher profits before the dawn of a new millennium. These figures represent the efforts of what might be considered the group’s traditional work force–it’s 500 brokers working from one of Manhattan’s seven or Brooklyn’s three locations, where 2,344 units, at an average unit price of $607,500 have been sold so far this year. Now think Internet and add another $77,616,000 representing 210 units sold to date and it becomes clear why The Corcoran Group is proud of the stronghold they’ve staked in cyberspace. Over 2000 visitors come each day resulting in the sale of at least one property. Corcoran projects that Internet sales will top $100 million in 1999.

Dream-maker

From an Early Age

For a woman whose career would eventually take the Big Apple by storm, Barbara Corcoran, who grew up just the other side of Manhattan in Edgewater, New Jersey, didn’t venture into the city until she was 17 years old. Her early life, spent with loving parents and nine siblings, instilled values and a competitive edge that would someday transform her into a world-class entrepreneur.

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2 Comments

  • just read barbara's book use what you've got, and i must say i have been enthused throughout, reminds me of my last landlord, whom i hope to be competing against one day
  • Barbara is an inpiration! I agree with you Thomas- her book is awesome- a practical and entertaining presentation of business practices that have helped in her success.