This story about President Trump’s real estate brand may shock you

A shift seems to be happening for those selling Trump-branded real estate. In his first go-around as president, his name was considered so objectionable that six residential buildings on Riverside Drive went to great effort and expense (costs were estimated at as high as $1 million per building) to remove the Trump name from their facades.

A New York Times analysis from last year found that the value of Trump-branded properties in Manhattan slipped 23 percent between 2013 and 2023. (The buildings that removed the signage, meanwhile, sales prices climb 9 percent on properties, other than Trump’s branded buildings.

Since the election, however, luxury brokers say the stigma has lifted. “It’s been night and day. It’s just a completely different climate now,” says Lisa Simonsen, an associate broker at Brown Harris Stevens

Before the election, many of the buyers who came through the $10 million condominiums were just trying to score a bargain, and the owners, who had recently done a high-end renovation, opted to rent the unit rather than take a low-ball offer. (It was hardly a hardship: The renters paid a building record of $52,500 a month.) When the condo went back on the market this October, the tire-kickers were gone. “We are very busy with showings,” says Simonsen. “And all the people coming through are serious buyers.” Adam Disick, a broker at Addison Realty Group, is seeing much the same

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