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Mentioned in this Article:
Stephen G. Kliegerman

Stephen G. Kliegerman
President of Development Marketing

Alan J. Kersner

Alan J. Kersner
Chief Operating Officer, Executive Vice President, and Treasurer
Terra Holdings

Crains

Terra Creates Marketing Arm For Its Brokerages

Terra Holdings, which owns residential brokerages Brown Harris Stevens and Halstead Property, tapped a Halstead exec to run Terra Development Marketing.

By Amanda Fung

Terra Holdings announced Wednesday that it has created Terra Development Marketing. The new company will promote new residential properties in the city that are represented by Brown Harris Stevens and Halstead Property, two residential brokerage firms owned by Terra. The new outfit will be led by Stephen Kliegerman, a former Halstead Property executive.

In his role as president, Mr. Kliegerman will be in charge of the operations, direction and management of new business, client relations and pre-development planning, as well as marketing and sales for new development projects. The firm starts life with a staff of eight. Brown Harris and Halstead will continue to run their own developments under their own brands.

“With two major brokerage brands, it made sense to form a parent company" to manage their development marketing needs, said Mr. Kliegerman, adding that while the competition has contracted as a result of the recession, the new firm will compete against major firms like Corcoran Sunshine Marketing Group and CORE , which focus on new developments. “We have all the experience and resources to compete with a more high-level personal touch.”

Terra decided to create the new firm to take advantage of the return of the residential sales market, specifically in new projects. Mr. Kliegerman said he's been meeting with developers almost every day to discuss revived projects or new ones that are being considered.

“At a time when the new development market is on the rise, both Brown Harris Stevens and Halstead Property are poised to increase their market share significantly,” said Alan Kersner, chief operating officer of Terra Holdings, in a statement. “Steve brings an incredible breadth of knowledge and proven track record in the new development field, making him the ideal candidate for this new role."

A 22-year veteran in the business, Mr. Kliegerman has been executive director of Halstead Property Development Marketing for the past six years and was responsible for building the brokerage's new development business. He joined Halstead in 1998, when his own real estate brokerage, management and consulting firm merged with Halstead.

Wednesday, June 08, 2011