Cover Feature

The Green, Hechter, Bar-Lev & Co. Team

Susan Green, Nicole Hechter, Asaf Bar-Lev.
Photo Credit: Jill Lotenberg

Three veteran brokers walk into a new development. A powerhouse team walks out.

If there’s one location where the adage “two is company, three’s a crowd” does not apply, it’s the sales gallery for 204 Forsyth Street. This discrete and timeless new development condominium rose on the Lower East Side with a mission to integrate a meticulous design by Paris Forino into the area’s rich history. It is here in this boutique development that three veteran brokers came together to introduce the building to the city.

The Green, Hechter, Bar-Lev & Co. Team hails proudly from TOWN Residential, a company committed to providing best-in-class service to its clients of New York City and beyond. Susan Green, Nicole Hechter and Asaf Bar-Lev are united in this mission as well, but the similarities between these powerhouse individuals may just end there. Each boasts an impressive solo career that has taken them into specific niches of the real estate market, from re-sales and new developments to investment properties and beyond.

Dedicated and tenacious, Susan Green lives and works by the mantra that “every client should be a client for life.” Her work ethic has won her success and universal respect within the industry.

After graduating from the Tulane University Business School with a Bachelor of Science in Management, Susan began a career on Wall Street as a corporate bond broker. Confronting the fast-paced environment like a seasoned pro from the get-go, Susan quickly excelled thanks to an innate understanding of the field and appreciation for the nuances that every deal presents.

The skills Susan honed during her time on Wall Street presented an easy transition to real estate. As both a dedicated service provider and a sharp negotiator, Susan knows how to care for her clients as well as how to close a deal.

After years in the industry, Susan garnered experience in representing buyers, sellers and renters, as well as high-end new development such as 212 Fifth Avenue, 159 Duane Street, One Madison, and 15 Leonard. Her contribution in new development is comprehensive, involving every aspect from interaction with the architects, decision-making with the developers, marketing, public relations, sales and follow-up with a wide network of buyers. It was only natural, therefore, that she was brought onto 204 Forsyth’s sales team.

Innately insightful and extensively connected, Nicole Hechter won many accolades of her own before joining the team at 204 Forsyth, including the Pinnacle Award, the Chairman’s Platinum Circle Award and a top 1% percent nationwide ranking by Real Trends.

Nicole knows the city’s inventory through and through, and has a knack for quickly repositioning and selling properties that others had been unable to, and at top prices no less. Her thriving business has grown primarily through referrals and is comprised of both New Yorkers and international buyers, including high-net-worth individuals in finance, law, entertainment and government. Prior to real estate, she owned and sold her own successful fashion company, an experience which bolstered her understanding of time-sensitive negotiations and high-profile clientele.

Nicole is equally adept at sales and rentals, always keeping up to date on the latest market reports and data. She has garnered an understanding of New York City real estate that can only be described as encyclopedic.

Extremely motivated and always determined to find the best solution with a successful outcome, Nicole is a skilled negotiator who makes it a top priority to understand and take care of her clients’ needs, ensuring a smooth transaction from beginning to closing. With her versatile knowledge and skill set, she even plays a hand in overseeing marketing campaigns, providing top-notch photographers, 3D imaging, and print and online materials.

A mother of two, Nicole is intimately familiar with the private and public school systems as well as lifestyle and neighborhood offerings, making her keenly aware of the decisions families face when choosing the right neighborhood and home.

Asaf Bar-Lev has enjoyed every moment of his real estate career since it began in 2005. Through every business interaction, sales transaction and career milestone, Asaf works towards the ultimate goal of achieving happiness for his clients—not just in the present, but in the long run as well. This high level of satisfaction ensures that they come back, whether for repeat transactions or for market advice,.

This level of dedication to his clients defines Asaf’s every deal. Just as no two people are alike, nor are any two properties, and Asaf applies the same interest in getting to know his clients as he does to remaining on top of New York City’s extensive market inventory.  “Through an intimate understanding of the buyer as a person, and their real needs and resources, coupled with my analytical skills and understanding of New York City real estate,” says Asaf, “I’m able to find the best-suited homes for each individual.”

As a former director of Marketing and Operations at Pierson Capital, Asaf benefits from a distinct edge and broad insight into many aspects of real estate, which in addition to sales includes the investment and development of properties as well.

A defining staple of Asaf’s career is a significant global perspective, garnered through firsthand experience living in some of the world’s most prominent cities. Born in Los Angeles and raised in Tel Aviv, Asaf also lived in London before calling New York his permanent home. He attended college in Los Angeles and holds an MBA from Baruch in New York City.

Currently a resident, apartment owner and active community member in Tribeca, Asaf loves interacting with people of all backgrounds and discovering new wonderful things about the city every day. He conducts all his relationships, both professional and personal, with the utmost integrity, honesty and openness, which endears him to most anyone he meets.

Though each alone carries an individual success story, the new dream team does not plan on parting ways anytime soon. Susan, Nicole and Asaf are each a real estate force to be reckoned with in their own right, and 204 Forsyth has so far not put up a fight.

Standing as the third solo development by Charles Saulson, the building rises seven stories tall and includes eleven units. The meticulous homes range from two-bedroom half-floor residences to a full-floor penthouse featuring a private roof deck with views of the Chrysler Building, the Freedom Tower, bridges to the east and all of downtown to the West.

Similar to the building itself, the neighborhood is a perfect fusion of classic and modern with notoriously innovative restaurants, undiscovered art galleries from Orchard Street to the Bowery, and hidden boutiques dotting the streets. SoHo House’s Lower East Side flagship Ludlow House is a harbinger of the neighborhood’s emergence as the newest epicenter of creative literati.

And perfectly poised to welcome the newest generation of homeowners to the neighborhood has been the Green, Hechter, Bar-Lev & Co. Team.

Though hailing from different industries and enacting different daily business tactics, the team realized a commonality among their mindsets. No matter the state of the market, the status of the sale or the price of the transaction, the client’s ultimate happiness is the most important part of the process.

With this in mind, the three quickly understood that their own extensive networks and honed skillsets would complement one another’s for the immediate benefit of their clients and customers.

Nicole says it best, “Our success with the building has been achieved through collaboration. As soon as we walked into 204 Forsyth, we could each immediately picture the buyers in our network that would find a home in the building. From there, it has only been a matter of spreading the word.”

Susan Green
Licensed Associate Real Estate Broker
C: (646) 761-6101/ O: (646) 998-7428

Nicole Hechter
Licensed Associate Real Estate Broker
C: (917) 514-5874/O: (646) 588-4035

Asaf Bar-Lev
Licensed Associate Real Estate Broker
C: (646) 266-8462/O: (646) 588-4046

TOWN Flatiron
110 Fifth Avenue, New York, NY 10011


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