Services · Brokerage
Real Estate Brokerage
Selling a home is not a sign in the yard and a listing on the MLS. It is pricing strategy, presentation, negotiation and problem-solving — executed by people who have sold in your town for decades.
Real Estate Plan is a full-service brokerage covering every community from Montauk to Manhattan. We list and sell single-family homes, condos, co-ops, multi-family buildings, waterfront property, estates and land. What separates us is what stands behind the listing: our own construction, restoration, title and legal teams, so the problems that stall other agents get solved in-house.
What’s included
- Comparative market analysis priced to the block, not just the ZIP code
- Professional photography, floor plans, video and drone where it adds value
- Full MLS syndication through OneKey plus national portal exposure
- Pre-listing inspection review so surprises never derail your contract
- Negotiation strategy that protects your net proceeds, not just the headline price
- Buyer qualification and lender follow-through to keep deals from collapsing
- Coordinated attorney, title and inspection scheduling through closing
For Sellers
A pricing and preparation plan built around your deadline, with in-house crews ready to fix whatever stands between your home and top-of-market value.
For Buyers
Representation that inspects, prices repairs and checks permits and title before you commit — so the home you buy is sound and legal.
Whether you are listing for the first time or handling a complex estate sale, you get one team, one point of contact and one plan.
Background
Why this matters
Real Estate Plan has been serving Long Island homeowners since 1991, and the brokerage is built on a simple observation our founder made over three decades of listings: most homes do not sell for less because the market is soft. They sell for less because something about the property, the paperwork or the presentation gave a buyer a reason to discount it. Our founder, Alexander “Alex Oligopoly” Rubinstein, wrote the book on that process — literally. Real Estate Plan: A Guide to Successfully Listing and Selling Your Home sets out the same listing system we run for every client: price the home to its block and its condition, find the objections before a buyer does, remove them, and only then go to market.
That system is why we operate as a full-service brokerage rather than a listing service. We cover every community from Montauk to Manhattan — Suffolk, Nassau, Queens, Kings, New York and Bronx counties — and we list single-family homes, condos, co-ops, multi-family buildings, waterfront property, estates and land through OneKey MLS with full national portal syndication. Our agents are trained and mentored by Ed Escobar, our Director of Training, who has more than thirty-five years of experience, has trained more than 130,000 real estate agents and is a co-founder of the nationally recognized Sweathogs® training program. The difference a seller feels is that the agent standing in their living room can commit to solving a problem on the spot, because the crews, the title relationships and the attorney are all on the same team.
How It Works
Our process, step by step
- Consultation & walk-throughWe tour the property, listen to your timeline and goals, and identify every condition, permit or title issue a buyer could use against you.
- Valuation and strategyYou receive an as-is price and an after-preparation price, so you can decide how far to take the preparation before listing.
- PreparationOur own crews handle repairs, remediation, cleanout and staging on the listing timeline, frequently paid from proceeds at closing.
- Launch and negotiationProfessional media, full OneKey MLS syndication and a marketing push timed so your first two weeks draw the strongest offers.
- Contract to closingInspections, appraisal, title, attorney review and repairs coordinated by one point of contact through to the closing table.
We work in every community we serve, including the North Shore villages of Old Field, Belle Terre, Nissequogue and Head of the Harbor, the Suffolk and Nassau suburbs, the East End, and the boroughs. Local knowledge in this market is street-level: two blocks can carry a meaningful difference in price, school district, flood zone and buyer demand.
From the Book
Real Estate Plan: A Guide to Successfully Listing and Selling Your Home
Alexander “Alex Oligopoly” Rubinstein wrote Real Estate Plan: A Guide to Successfully Listing and Selling Your Home for one reason: after more than three decades of listings, the same handful of avoidable mistakes kept costing Long Island homeowners real money. Not market timing, and not commission rates — preparation, pricing and presentation, decided in the wrong order.
The book is the written form of the listing system Real Estate Plan runs for every client. It is deliberately practical: what to fix and what to leave alone, how to read your own comparables, how to handle violations, permits and title before they surface at the closing table, and how to judge an offer on more than its top-line number. It is written for homeowners, not for agents.
A sneak peek inside
Five ideas from the book that change how a home gets sold.
Price to the block, not the ZIP code
Two streets in the same town can carry a meaningful difference in price, school perception, flood zone and buyer demand. An algorithm averages them. The book shows you how to read the comparables the way an appraiser and a buyer actually will, and why the wrong list price costs you far more than it appears to on day one.
Find the objections before the buyer does
Every home has three or four things a buyer will use to justify a lower offer. Most sellers discover them during attorney review, when leverage has already shifted. The book walks through how to inventory those objections in advance — condition, permits, title, presentation — and decide which ones are worth removing.
Condition costs less to fix than buyers deduct for it
Buyers do not deduct what a repair costs. They deduct what they imagine it costs, plus a premium for the inconvenience of managing it. That spread is where sellers quietly lose tens of thousands of dollars, and closing it is the highest-return work available to most homeowners.
The first two weeks decide your price
A listing draws its most motivated buyers and its strongest offers in its opening window. Going to market before the home is genuinely ready spends that window building a days-on-market number that will later be used against you in negotiation.
Net proceeds is the only number that matters
Sale price is a headline. What you actually keep after concessions, repairs, credits, taxes and carrying costs is the real result, and the two numbers can differ dramatically. The book reframes every decision around the figure that ends up in your account.
“Most homes do not sell for less because the market is soft. They sell for less because something about the property, the paperwork or the presentation gave a buyer a reason to discount it.”Alexander Rubinstein, Founder & Principal Broker
This is the original book in the Real Estate Plan series, and the companion to this site. If you would like to talk through how the system applies to your own home, we will walk the property and show you the numbers both ways — as-is and after preparation — with no obligation.
FAQ
Frequently asked questions
What areas does Real Estate Plan cover?
We list and sell across all of Long Island and New York City — Suffolk, Nassau, Queens, Kings, New York and Bronx counties, from Montauk to Manhattan.
Do I have to make repairs before listing?
No. We will show you the numbers both ways. Many sellers choose our preparation program because the increase in sale price exceeds the cost of the work, and on qualifying homes nothing is due until closing.
How is Real Estate Plan different from a traditional brokerage?
A traditional brokerage markets your home and refers you out for everything else. We own the construction, restoration, marketing and transaction support in-house, with title and legal inside our network, so problems get solved rather than passed along.
Every Community We Serve
From Montauk to Manhattan — all of Long Island & New York City
We list and sell homes across every city, town, village and neighborhood in Suffolk, Nassau, Queens, Kings, New York and Bronx counties.
Suffolk County
Amagansett, Amityville, Babylon, Bay Shore, Bayport, Bellport, Blue Point, Bohemia, Brentwood, Bridgehampton, Brightwaters, Center Moriches, Centereach, Centerport, Central Islip, Cold Spring Harbor, Commack, Copiague, Coram, Cutchogue, Deer Park, Dix Hills, East Hampton, East Islip, East Northport, East Patchogue, East Setauket, Eastport, Elwood, Farmingville, Fort Salonga, Great River, Greenlawn, Greenport, Hampton Bays, Hauppauge, Head of the Harbor, Holbrook, Holtsville, Huntington, Huntington Station, Islandia, Islip, Kings Park, Lake Grove, Lake Ronkonkoma, Lindenhurst, Lloyd Harbor, Manorville, Mastic, Mastic Beach, Mattituck, Medford, Melville, Middle Island, Miller Place, Montauk, Mount Sinai, Nesconset, Nissequogue, North Babylon, Northport, Oakdale, Ocean Beach, Old Field, Patchogue, Poquott, Port Jefferson, Port Jefferson Station, Quogue, Ridge, Riverhead, Rocky Point, Ronkonkoma, Sag Harbor, Sagaponack, Sayville, Selden, Shelter Island, Shirley, Shoreham, Smithtown, Sound Beach, Southampton, Southold, St. James, Stony Brook, Wading River, Water Mill, West Babylon, West Islip, Westhampton, Westhampton Beach, Wyandanch, Yaphank
Nassau County
Albertson, Atlantic Beach, Baldwin, Bayville, Bellmore, Bethpage, Brookville, Carle Place, Cedarhurst, East Meadow, East Norwich, East Rockaway, Elmont, Farmingdale, Floral Park, Franklin Square, Freeport, Garden City, Glen Cove, Glen Head, Great Neck, Hempstead, Hewlett, Hicksville, Island Park, Jericho, Kings Point, Lawrence, Levittown, Lido Beach, Locust Valley, Long Beach, Lynbrook, Malverne, Manhasset, Massapequa, Massapequa Park, Merrick, Mineola, Muttontown, New Hyde Park, Oceanside, Old Brookville, Old Westbury, Oyster Bay, Plainview, Point Lookout, Port Washington, Rockville Centre, Roslyn, Sands Point, Sea Cliff, Seaford, Syosset, Uniondale, Valley Stream, Wantagh, West Hempstead, Westbury, Williston Park, Woodbury, Woodmere
Queens County
Astoria, Bayside, Bellerose, Briarwood, College Point, Corona, Douglaston, East Elmhurst, Elmhurst, Far Rockaway, Flushing, Forest Hills, Fresh Meadows, Glendale, Glen Oaks, Hollis, Howard Beach, Jackson Heights, Jamaica, Jamaica Estates, Kew Gardens, Little Neck, Long Island City, Maspeth, Middle Village, Oakland Gardens, Ozone Park, Queens Village, Rego Park, Richmond Hill, Ridgewood, Rockaway Beach, Rosedale, St. Albans, Springfield Gardens, Sunnyside, Whitestone, Woodhaven, Woodside
Kings County — Brooklyn
Bay Ridge, Bedford-Stuyvesant, Bensonhurst, Boerum Hill, Borough Park, Brighton Beach, Brooklyn Heights, Bushwick, Canarsie, Carroll Gardens, Clinton Hill, Cobble Hill, Coney Island, Crown Heights, DUMBO, Dyker Heights, East New York, Flatbush, Fort Greene, Gowanus, Gravesend, Greenpoint, Kensington, Marine Park, Midwood, Park Slope, Prospect Heights, Red Hook, Sheepshead Bay, Sunset Park, Williamsburg, Windsor Terrace
New York County — Manhattan
Battery Park City, Chelsea, Chinatown, East Harlem, East Village, Financial District, Flatiron, Gramercy, Greenwich Village, Hamilton Heights, Harlem, Hell’s Kitchen, Hudson Yards, Inwood, Kips Bay, Lenox Hill, Lincoln Square, Little Italy, Lower East Side, Midtown, Morningside Heights, Murray Hill, NoHo, NoLita, SoHo, Tribeca, Turtle Bay, Upper East Side, Upper West Side, Washington Heights, West Village, Yorkville
Bronx County
Baychester, Bedford Park, Belmont, Castle Hill, City Island, Concourse, Co-op City, Country Club, Eastchester, Fordham, Highbridge, Hunts Point, Kingsbridge, Melrose, Morris Park, Morrisania, Mott Haven, Norwood, Parkchester, Pelham Bay, Pelham Gardens, Riverdale, Soundview, Spuyten Duyvil, Throggs Neck, Tremont, University Heights, Wakefield, Williamsbridge, Woodlawn
We Guarantee To Help Homeowners Net More Money