Susan de Franca and Michael Liebowitz

When Susan de Franca joined Douglas Elliman in 2011, she recalled that the firm had a team of about 10 employees in new development marketing. Today, under the leadership of de Franca, Douglas Elliman Development Marketing has about 80 employees, while the overall firm’s footprint under Michael Liebowitz is spread across New York, Florida, Texas, California, Massachusetts and Nevada. It has $30 billion in new development projects either in sales or on the way to the market.   

“Beginning in 2012, we strategically expanded our footprint across the nation, because Douglas Elliman wanted to be where our clients are, and our clients are defined as developers, buyers, sellers, brokers, influencers and consultants,” de Franca said. “As a result, we’ve grown our reach and now have a national network for our 7,000 agents across the country.”

De Franca believes Douglas Elliman “dominates the high end of the market” in both new development and brokerage, primarily in New York City. Major deals the firm closed in the last year include selling a penthouse at 108 Leonard Street for $21 million in June 2025 and another penthouse at 111 Murray Street for $28 million the following month. 

Liebowitz was appointed co-CEO in October 2024 to replace the retired Howard Lorber. 

Liebowtiz told Commercial Observer that Douglas Elliman in 2025  is overhauling its entire business to focus more on leveraging AI technology. Other initiatives launched in recent months include Elliman Capital, a mortgage platform; Elliman Private Listings; and Ellman International, which will bring the firm’s listings and agents into the international sphere, particularly across Dubai, Monaco, Portugal and London. 

“We’re building an international network with our agents and for our agents,” said Liebowitz. “It’s a milestone. We believe we’re the leader in the higher-end luxury space, and that the Douglas Elliman brand is synonymous with luxury living.”

The push led by Liebowitz across the Atlantic is something de Franca is enthusiastic about. 

“Michael’s a visionary,” she said. “He’s looking to grow this company to extend the level of service to clients and expand our resources so our agents can own market share.”