Rooted in SoHo
PEP Real Estate was founded by brothers John and Ronald Pasquale in 2000. Their office at 51 Wooster Street sits at the center of the neighborhood that shaped their business. The name stands for Property Enhancement Programs, a simple statement of purpose: improve value, deliver results, and serve both tenant and landlord with equal care.
From its first listing to its current portfolio, PEP has grown with SoHo itself. The firm helped define the area’s shift from industrial lofts to global fashion and creative space. Every property reflects years of local insight and a belief that real estate works best when managed with attention and trust.
Broker and Owner
PEP represents and owns. Many spaces are managed directly, which means clients deal with the landlord, not a middleman. Decisions move faster. Terms adapt to fit the use. Each negotiation stays practical and direct.
The Pasquales approach every deal with the perspective of ownership. They understand the value of maintaining property, the cost of delay, and the importance of lasting relationships.
The Portfolio
The portfolio includes retail storefronts, office lofts, pop-up venues, and mixed-use buildings across SoHo, Tribeca, the West Village, and Downtown Brooklyn. Properties are located on streets such as Mercer Street, Crosby Street, Wooster Street, Howard Street, and Thompson Street in SoHo, and near Charles and Washington Street in the West Village. In Brooklyn, PEP represents full-building spaces close to Barclays Center.
Because these properties are owner-managed, tenants benefit from direct access to decision-makers and flexible lease terms. Whether for a short-term pop-up or a long-term flagship, PEP connects clients with spaces that reflect the character of downtown New York.
Clients and Industries
PEP Real Estate works with a wide range of tenants, from international fashion brands to first-time entrepreneurs. Retail storefronts in SoHo draw fashion, design, and lifestyle companies that want visibility in one of New York’s most recognized districts. Galleries and creative studios use loft spaces for exhibitions and collaborative work, while restaurants and wellness operators activate ground-floor locations in SoHo and the West Village.
Office tenants include technology startups, media firms, financial services, and law practices. These companies are drawn to SoHo’s loft-style floors and flexible layouts that support both creative and professional environments. With direct landlord management and adaptable lease terms, PEP is able to support tenants across industries, whether they need a short-term pop-up, a modern office, or a long-term flagship presence.
Strength in Service
PEP Real Estate combines the perspective of a landlord with the service of a brokerage. Because many of its properties are owner-managed, tenants work directly with decision-makers. This approach reduces delays, simplifies approvals, and creates room for flexibility that traditional brokerage models cannot always offer.
The company has decades of experience in SoHo and downtown Manhattan, giving it a level of local insight that helps clients choose spaces suited to their goals. Its portfolio spans retail, office, pop-up, and mixed-use, and the team supports everything from short activations to long-term leases. PEP also provides sales, acquisitions, and consulting, giving clients a full-service partner for their real estate needs.
Leadership
John and Ronald Pasquale lead with transparency and service. John, known throughout the neighborhood as SoHoJohnny, brings real estate experience together with community work and cultural production. Ronald manages operations and sales with a focus on reliability and detail.
Because the firm is boutique in size, clients often work directly with leadership. Every project receives personal attention, from initial showing to signed lease.
Commitment to SoHo
PEP has been part of SoHo’s evolution for more than two decades. The company has hosted fashion showcases, art exhibitions, and product launches that draw audiences from around the world. Its spaces support the balance of commerce and creativity that keeps downtown New York alive.
By staying local and owner-involved, PEP continues to connect brands and businesses with locations that reflect the energy and character of the city.
Our Partner Companies
Tribeca Records
An independent music label and entertainment company founded by John Pasquale. Tribeca Records works with artists across genres and connects cultural projects with the creative spirit of downtown New York.
Let Me Help, Inc Foundation
A nonprofit organization established to support humanitarian efforts and charitable initiatives. The foundation reflects the same values of service and community that guide PEP Real Estate.
SoHoJohnny Entertainment
An event production and entertainment platform led by John Pasquale. SoHoJohnny Entertainment produces live concerts, charity benefits, and cultural events that bring visibility to artists and causes.
Find Space
If you are looking for space in the city’s most active neighborhoods, explore our current availabilities to see how PEP can connect you with the right location.