Denice Z. Rich

Denice Z. Rich CEO | Corporate Broker

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Denice Rich began her career in the real estate business in October, 1994, when she joined Douglas Elliman. Finding the business a perfect match for her skill set, she hit the ground running and averaged nearly two sales per month in her first year.

In October, 2001, Denice joined the Corcoran Group’s Carnegie Hill office, where she enjoyed continued success. During the next several years, she advanced her reputation in the industry, creating a thriving business through referrals alone.

In addition to the hundreds of sales Denice has closed, she has bought and sold several coops and homes of her own. She served as Secretary and Director for several years on the Board of Directors in her own coop building. As a result, Denice’s expertise and attention to detail is unsurpassed.

free from corporate constraints

After 17 years of working with large firms, Denice founded Rich Associates Real Estate in March 2011 based on the conviction she could serve her clients better working independently.

As her own boss, Denice is not restricted by corporate policies, bureaucracy, and mandatory quotas. Instead, her only obligation is serving her clients in the best way possible. Freed from these constraints, RARE can offer traditional full-service transactions or segmented services such as qualifying buyers and preparing board packages.

After nearly four years of business, Denice was proven correct. She closed several deals during this period that would have certainly fallen through without the added flexibility she gained when she founded RARE. Being her own boss allows Denice to serve you better than any agent operating within the restrictions of a large firm’s policies.


Throughout her career, buyers, sellers, attorneys, and colleagues have complimented Denice on her expertise and professionalism.

Generally real estate transactions are friendy – as they should be. After all, everyone wants the same thing – seller wants to sell, buyer wants to buy, we agree on terms and a price – and all should be smooth.

But what if…

the lender doesn’t like the building?

the appraiser doesn’t agree on the price?

the attorneys decide they need to renegotiate the deal?

the transfer agent or title company is “sitting on” the deal?

you need the transaction to close by a certain date but nobody cares?

Denice thrives in an atmosphere of conflict; it’s one of the reasons her referral rate is so high. In a real estate transaction, your broker is the glue that holds the deal together – she is the only person in contact with all parties involved. Denice has an uncanny ability to quell the storm when conflicts arise, a valuable trait that has served her and her clients well throughout her career.

The Real Estate Negotiation Institute designated her a CNE (Certified Negotiation Expert). Denice’s expertise along with her personable, collaborative approach motivates everyone to move in the same direction.


As a single mother of an adult son, pet owner, and a resident of the Yorkville neighborhood for more than 30 years, Denice’s expertise goes far beyond real estate. She can recommend a variety of local resources and extracurricular activities for raising children and pets in the city.

In addition to helping people find homes, Denice is passionate about helping animals find their forever home. She volunteers at the local ASPCA, where she has achieved the highest volunteer level as both a Cat and Dog handler. She has appeared on local shows such as Good Day New York, the Today Show and Good Morning America to help promote the ASPCA’s mission.

Denice goes beyond the technical aspects of a purchase or sale, and helps her buyers and sellers with issues peripheral to the transaction such as finding and managing contractors, offering creative and practical design ideas, and managing the always-stressful process of moving.

Overall, when working with Denice you gain not only an expert broker, but a lifetime resource you can turn to in the future for advice, help, and guidance, whether it’s real estate related or not.

Properties by Denice Z. Rich

340 East 93rd Street #12G

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RARE MINT rental in building packed with amenities! Hurry so you can…

Price $3,200 per month
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