Elliman opens downtown.

Douglas Elliman has opened an office on lower Fifth Avenue to service its residential clients, said Alan Rogers, managing director of the company.

While Douglas Elliman has the largest office on the East Side and the largest office on the West Side of Manhattan, he said, the new office at 103 Fifth Avenue will give them the flexibility to concentrate on the Downtown market.

"To properly service an area you have to geographically be located there," said Rogers.

The staff of 20, managed by Vice President Ken Malian, will cover Greenwich Village, Chelsea, Soho and TriBeCa for the sales and rentals of apartments, lofts, and townhouses.

Rogers said the Downtown market has traditionally been serviced by small firms.

"We believe there's a real need for professional expertise from a large firm such as Douglas Elliman," he said. "It's a very large market and it's a big area and there are a lot of people downtown who are looking for professional marketing."

Rogers noted the downtown area is particularly attractive to entertainment people, many of whom are referred by the company's Los Angeles office. That synergy will work in both directions and allow the bi-coastal performers and others more flexibility for their housing needs.