Real estate business

After growing up in the real estate industry, NYC Realtor launches his own agency

STATEN ISLAND, NY – James Prendamano, 47, said some of his earliest memories include accompanying his mother to show homes to potential buyers.

“I’ve been in real estate since I was knee-high to a grasshopper. Literally, for as long as I can remember, I have memories of going on dates and late nights at the office with mom,” he said, referring to his mother, who owns Casandra Properties in St. George, where he launched his real estate career.

However, in recent years, Prendamano said he noticed “the game has changed” – real estate can now be bought and sold in a digital space. And this has been particularly highlighted during the coronavirus (COVID-19) pandemic.

“I have very ambitious goals and a clear vision of what a successful brokerage looks like today and in the future. We are not just a real estate company, we train leaders. We teach financial literacy – constantly honing our skills and learning,” he explained.

He added that this is why he launched PreReal, Prendamano Real Estate in Bulls Head, and plans to open a second office in Tottenville soon.

“It was time [to open his own office]“said Prendamano. “The landscape has changed so much over the past few years that we felt it was the perfect time to offer agents and our clients a better-placed option to succeed. It’s a very exciting time to be in real estate. .


Prendamano said he recognizes it’s no longer enough to be a “great dealmaker” in the real estate industry. And for that reason, he’s split his team — currently 22 members — into two separate divisions: marketing and digital.

“Today you also have to be a digital guru and a marketer,” Prendamano said. “We have a full marketing department which currently consists of five team members. Each of them is an expert in their respective profession. Their job is to draw as many eyes as possible to the property at the right time and focus on the right audience.

In a rapidly changing digital world, Prendamano said it was important to have team members dedicated to this aspect of the business.

“The digital world is changing so rapidly, we believe you need dedicated experts who constantly stay up to date with the latest algorithms, tools available, and global data analysis,” he said. “It allows our agents to focus on generating new business and negotiating. Real estate, for most people, will be the biggest sale and/or purchase of their lives. As professionals, we owe it to our customers to offer the best. This model allows us to do just that.


Prendamano said real estate today is highly specialized, so he created divisions within PreReal, Prendamano Real Estate specializing in the commercial, residential and consultancy aspects of the industry.

“Business-wise, we specialize in acquisitions, sales and rentals,” he said. “Residential specializes in representing sellers [listings], buyer representation and investment sales. On the advisory side, we handle a wide range of clients, from institutions to local businesses.


Prendamano and his team have also launched a weekly podcast — dubbed PreReal Podcast — which covers a variety of topics, from advice for investors to tech topics impacting the real estate industry.

“Personally, I’ve worked very hard to complement my skills. I’m a business junkie at heart, but I’m very proud of the vast experience I’ve gathered over the years,” he said. declared.

Prendamano and his team have launched a weekly podcast that covers a variety of topics, from advice for investors to technology topics impacting the real estate industry. (Courtesy of PreReal, Prendamano Real Estate)

“The podcast has been so transformative for me. … We’ve built an audience in over 60 countries, we’re approaching 20,000 downloads/listenings and it’s been an amazing way to learn, connect and pass on my knowledge to the masses,” Prendamano added.

The agency also has a book club, which holds weekly meetings.

“We’ve gone through incredible books as we refine our approach, choose new tactics to use in our negotiations and our daily lives. It’s an amazing way to connect with the team, and we all benefit from each other’s experience and book interpretations,” Prendamano said.





New Businesses in Focus is a weekly column that chronicles the stories of new Staten Island business owners. If you have a new business in Staten Island, email


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