Douglas Elliman Florida Recruits Senada Adžem

MIAMI-In a move to drive its growth strategy across the South Florida region, Douglas Elliman Florida has recruited a local superstar to its ranks. Senada Adžem has left The Corcoran Group to join the company as director to lead the Palm Beach County expansion.

Adžem brings experience serving Boca Raton, Highland Beach and Delray Beach, as well as a client roster and an inventory in excess of $32 million. Adžem and her team will leverage Douglas Elliman’s referral network to market area luxury properties to buyers around the world.

“Senada will positively enhance the company’s growth into Palm Beach County,” Vanessa Grout, CEO of Douglas Elliman Florida, said in a statement. “Her thorough understanding of the Boca Raton luxury market and a considerable listing portfolio are a tremendous benefit to buyers across our network.”

Adžem holds an impressive track record for residential sales in Boca Raton, amounting to over $17 million this year alone, and $161 million since 2006. Adžem is formerly the vice president of Trump International and holds an MBA in Real Estate Development.

“With those results and phenomenal connections I had made in the meantime, it has become very obvious to me that there is a tremendous opportunity in Boca Raton,” Adžem tells Globest.com. “Unfortunately, my aims, vision and strategy for the Boca Raton marketplace significantly differs from Corcoran’s in that the company wishes to remain focused on Delray Beach. This is where Douglass Elliman Florida comes in.”

The Corcoran Group could not immediately be reached for comment. But Adžem says there is tremendous movement in high-end properties in Boca Raton, specifically for properties above $1 million dollars. As she sees it, 2011 has been the best year in the luxury market segment since the real estate market crash—and there is a lot of growth and action by domestic and international clientele.

“With the addition of foreign buyers and Douglas Elliman’s alignment with Knight Frank we are now able to market more effectively to buyers in Europe, Canada and the Middle East while understanding their need for properties here,” she explains. “Additionally, buyers and sellers in the area are looking for more than another real estate company that is strictly there for the sale and commission. They are seeking a lasting and trusting relationships and innovative marketing strategies.”

Adžem admits there are challenges. She points to a need to execute the strategy flawlessly and seamlessly. She says Douglas Elliman is entering Palm Beach County at the perfect time.

“As many Palm Beach County residents have a connection with New York, they are well familiar with the reputation of Douglas Elliman,” Adžem says. “For residents who may now have the connection with New York, we will introduce them to the most forward thinking and innovative real estate firm.”