Breaking Barriers the Senada Way

Senada Adzem works on a daily basis with all-star clients and real estate moguls like Donald Trump but Adzem’s life hasn’t always been luxury homes and ultra-high net worth clientele. Senada’s dynamic story is one of a girl growing up in a war torn country to becoming the listing agent for some of the most expensive residential real estate properties across South Florida.

Senada Adzem was only a teen when war broke out in Bosnia. With gunfire raging overhead, the 14-year-old Senada held tight to the dream of a world away. After working for the United Nations’ humanitarian division in Bosnia she chartered safe passage to New York, where she began a new chapter.

Today you’re more likely to find her up and down the coast of South Florida, from Jupiter to Miami, as the Director of Luxury Sales at Douglas Elliman. Senada was named the firm’s Top Producer in Florida for both 2012 and 2013 and has sold over $200 million in real estate since 2006 and is just getting started.

Adzem holds the record for the most expensive condo sold in Palm Beach County for the $24.6 million listing at the St. Regis Bal Harbour. Last year she set a new record for highest price per square foot in Palm Beach County with the $10.4 million sale of a penthouse at One Thousand Ocean. This year, Senada sold the largest home in Boca Raton with a limited edition Rolls-Royce Phantom retailing for around $500,000 included with the property. Senada’s most recent endeavor is accumulating a plethora of press and is nothing short of a sci-fi lover’s dream. The $35 million Star Trek mega mansion is the most expensive home to ever hit the market in Boca Raton.

Q: During the war in Bosnia and Herzegovina, what were your dreams like?
A: During the war in Bosnia and Herzegovina, all my dreams revolved around a future where my parents, brother and I could live in freedom. What I most desired was the quietude and peace, where my life did not revolve around fear of death and listening to the explosions of mortars. My dreams involved going to sleep in my bed instead of a little chair in the bomb shelter, spending an entire day at school instead of having to evacuate in a middle of the class, or more simply… I dreamt of delicious fresh strawberries – which at the time I had not seen in years. My biggest dream however was to go to college in the United States.

Q: Was hope alive during your childhood years?
A: Hope dies last. There was always hope, and that’s what kept me going. Those who had nothing to look forward to, or dream about, had lost hope of surviving and they ultimately gave up on life. The more I got shot at, the more I wanted to live. Facing death got me to truly appreciate life. When I finally made peace with myself that I might die, is when I started to live.

I started working as a Liaison at the United Nations Protection Force (UNPROFOR) as a teen in Bosnia as I wanted to contribute however I could. Being of contribution was my way of giving hope to others, particularly those who could not help themselves. I worked with orphans and victims of rape, which was very difficult. Instead of focusing on the atrocities committed, I focused on the humanity and the good in people. There was so much death in Sarajevo that it made me realize that our lives are so fragile. It’s a sobering thought, and it taught me to see people as human beings not defined by background, wealth or status.

Q: Once you stepped foot onto the United States, how did your dreams change?
A: I was 18 when I moved to the United States to study International Relations and Business. The culture shock was astounding. It took me a while to get my bearings because it was such a drastic change to go from being shot at by a sniper to living in freedom. All I did was study, and during school breaks, I worked in Washington D.C.

As soon as I obtained my B.A., I moved to New York to work for a strategic consultancy and venture capital firm. Real estate was always my dream, and it came true in 2003 when I got an opportunity to work on a Trump International project in Florida.

Q: From bomb shelters to luxury condominiums, how do you explain that?
A: Of course it didn’t happen overnight, there was a lot of hard work and sleepless nights along the way. But I kept moving; I kept setting higher goals for myself. I was insatiable. And I worked hard for my successes. Coming from the school of Donald Trump, I learned not just to think out of the box, but to ‘erase the box’. When it comes to luxury real estate, I see it as luxury lifestyle that my clients are used to, and that they want to build upon. Furthermore, I don’t see myself as an agent, but their trusted advisor. I don’t even see it as real estate anymore.

Q: Is there a specific person or persons who helped pave your current walk?
A: When I was in Sarajevo, I came into contact with a US Colonel Brian Powers who worked with UNPROFOR. We ended up working on many UN humanitarian efforts there, including the Ljubica Ivezic orphanage. He eventually would introduce me to the US Ambassador to Bosnia, Amb. John Menzies, who helped me obtain a full ride academic scholarship for a university in the United States. I’ve never forgotten their kindness. They opened up a door for me, something that changed not only my life but the lives of many students I’ve sponsored. Of course, Donald Trump taught me how to be successful in this industry – how to work hard and to be impeccable when it comes to results.  Ultimately, before I joined Douglas Elliman in South Florida, I became the Vice President of Trump International.

Q: Have you reached your life’s purpose?
A: Looking back, I have achieved more than I ever thought possible. The key to my success has been gratitude, hard work and perseverance. If you appreciate what you have – no matter what that is – you can create more. You are present, and focused on what’s important in life.

My purpose in life is to make an impact on others, in my professional and personal life. I do that in my line of work, which brings me much joy. The next step is translating my war journals and penning a book with Colonel Powers. The working title is: Turning Point.

Q: What song describes your life?
A: “I will Survive” by Gloria Gaynor