The Power is Now

After growing up in the real estate business, well-known NYC Realtor launches his own agency –

STATEN ISLAND, N.Y. — James Prendamano, 47, said some of his earliest memories include tagging along with his mother to show houses to prospective buyers.

“I’ve been around real estate since I was knee-high to a grasshopper. Literally, as far back as I can remember, I have memories of going to appointments and late nights in 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 was particularly highlighted during the coronavirus (COVID-19) pandemic.

“I have very aggressive goals and a clear vision for what a successful brokerage looks like today and well into the future. We are not simply a real estate company, we are building leaders. We are teaching 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 he plans to open a second office soon in Tottenville.

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


Prendamano said he recognized it was no longer sufficient to be a “great negotiator” in the real estate industry. And for this reason, he split his team — currently comprised of 22 members — into two distinct divisions: marketing and digital.

“Today you must be a digital guru and marketer as well,” said Prendamano. “We have a full-blown marketing department that currently consists of five team members. Each of them are experts in their respective trades. Their job is to get as many eyes as possible on the property at the right time and focused toward the correct audience.”

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

“The digital world is changing so rapidly, it is our belief you need dedicated experts who constantly stay on top of the latest algorithms, tools available and overall data analysis,” he said. “This allows our agents to focus on generating new deals and on the negotiations. Real estate, for most people, will be the single largest sale and/or purchase in their lives. As professionals we owe it to our clients to deliver the absolute best. This model allows us to do just that.”


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

“On the commercial side we specialize in acquisitions, sales and leasing,” he said. “Residential specializes in seller representation [listings], buyer representation and investment sales. On the consulting side we handle a wide array of clients, from institutional to local businesses.”


Prendamano and his team also have launched a weekly podcast — dubbed PreReal Podcast — that addresses a variety of topics, from tips for investors to technology topics impacting the real estate industry.

“Personally, I have worked very hard to round out my skill set. I am a deal junkie at heart, but I take great pride in the wide array of deal experience I have accumulated over the years,” he said.

PreReal, Prendamano Real Estate.

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

“The podcast has been so transformative for me. … We have built an audience in over 60 countries, we are approaching 20,000 downloads/plays and it has been an amazing way to learn, connect and impart my knowledge to the masses,” added Prendamano.

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

“We have been pouring through amazing books as we refine our approach, pick up new tactics to use in our negotiations and day-to-day life. It’s an amazing way to connect with the team, and we all benefit from each other’s experience and interpretations of the books,” said Prendamano.





New Businesses in Focus is a weekly column that relates the stories of new Staten Island business owners. If you have a new business on Staten Island, e-mail


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