“Five years ago, I wouldn’t have imagined having a brokerage like this. I never actually planned it out,” says Cathy Huang, Founder and CEO of Acre NY Realty, reflecting on her company’s rapid rise in New York’s competitive real estate landscape.
What began as a strategic pivot during the pandemic has transformed into one of New York’s most dynamic real estate brokerages, with Huang’s latest achievement making waves in the student housing market: securing the exclusive listing for 410 at Columbia, a luxury rental property that saw 35% of units in application within just five days of hitting the market.
From International Student to Real Estate Innovator
As an international student who completed her master’s degree in 2018, Huang identified an underserved niche that would become her specialty.
“At that time, many brand new rental properties, especially in Long Island City, were approximately 70-80% rented by international students,” Huang explains. Her early success serving this market was upended when COVID-19 hit in 2020. “Almost all the international students returned to their hometowns, so buildings became nearly empty. That’s when I realized I needed to do something differently.”
Rather than retreating, Huang made a bold pivot that would define her business model. “I started my career as a social media influencer targeting international clients. I began posting videos, learned how to edit them, and developed my own branding,” she says.
The timing proved fortuitous. “I was fortunate because at that time, few people were working as influencers in the international market since everything was under quarantine. I was among the few still conducting showings and communicating with buyers.”
Building a Social Media-Powered Brokerage
In 2021, Huang founded Acre NY Realty, a name reflecting her cultural heritage. “Acre is a measurement of land. In Chinese tradition, you always show gratitude to the land. That’s how I incorporate my culture and perspective about real estate.”
Social media became the engine driving her business growth. “Every single one of my agents and clients knows me from social media,” Huang explains. She leverages platforms popular with Chinese audiences to reach potential clients, with remarkable results.
“After one year, my company grew to 50 people. Now we have 260 agents across two brokerage offices in New York and New Jersey, plus a social media team of 20 people based in Guangzhou, China.”
This approach has created exceptional opportunities for agents from non-traditional backgrounds. “I recruit many new agents who start from scratch with no real estate knowledge. Many were previously restaurant servers,” Huang says. “But I brand them using social media. After the first year, most of my agents earn at least a quarter million in commission. Those performing well make over half a million, and top performers exceed a million in annual income.”
410 at Columbia: Luxury Living for International Students
Acre NY Realty’s latest exclusive listing exemplifies their specialized approach. The luxury rental property at 410 at Columbia offers 67 market-rate units specifically designed for Columbia University students, sharing a building with a hotel.
“The landlord selected us because of our expertise with international clients,” Huang explains. “We specialize in markets where local firms might lack experience handling international I-20s, visa requirements, and building approvals. We have extensive experience and a substantial client database.”
The property features amenities tailored to student needs, including a fitness center, co-working lounge, outdoor pool shared with the hotel, exclusive rooftop for tenants, pet-friendly policy, and perhaps most importantly, a shuttle bus service to Columbia University.
“Students want to live near campus without walking long distances, especially during New York’s lengthy winters,” Huang notes. “The Columbia University area is highly competitive with limited housing options for thousands of students seeking quality accommodations.”
The market response has been overwhelming. “We just hit the market last week and within five days, we have more than 35% of units in application already,” Huang shares with pride.
Adapting to Market Changes and Looking Forward
Recognizing potential industry shifts following litigation around buyer-side commissions, Huang proactively repositioned her company in late 2023.
“We primarily represented buyers because they needed guidance understanding the market,” she explains. “But anticipating changes where landlords might only pay the listing side, we needed to adapt.”
The company pivoted toward securing exclusive listings, with impressive results. “In 2024, we secured five exclusive buildings as listing agents. Five developers gave us the chance to pitch their products, with all yielding positive results. We’re now securing twice as many buildings this year.”
Acre NY Realty’s ambitions now extend beyond brokerage services into development. “We’re building duplexes, townhouses, and small 30-40 unit condos across New York and New Jersey,” Huang reveals. “We want to be part of the deals, not just representing them.”
Their first development project recently had its groundbreaking ceremony, with Acre holding approximately 20% of the building’s share. The company is also moving into fundraising, connecting investors with development opportunities.
With nearly $500 million in total sales over the past five years, including $280 million in 2023 alone, Acre NY Realty has established itself as a formidable force in New York real estate by leveraging social media, embracing cultural connections, and continuously adapting to market shifts.
Despite recent policy changes affecting international students, Huang remains optimistic about the market’s future. “Most students still want to come to the US and attend their chosen schools. They maintain positive attitudes,” she notes, drawing from her own experience. “As a former international student, I still feel welcome in New York. The welcoming environment and diversity are fundamental to American university education.”
