A client takes a look at listings on display screen outside a Brown Harris Stevens workplaces in New York.
Brendan McDermid|Reuters
The increase of truth television reveals including realty has actually been “horrible” for the market and the image of its brokers, a leading brokerage CEO stated Thursday.
“This is not who we are,” stated Bess Freedman, CEO of Brown Harris Stevens, at the The Real Deal’s NEW YORK CITY Showcase + Forum onThursday “We want to make sure that we maintain the integrity of our business.”
Freedman took objective at programs like Netflix’s “Selling Sunset” and Bravo’s “Million Dollar Listing,” which highlight individual dramas and fights behind high-end realty offers. Several of the programs’ stars have actually equated their newly found popularity into industrial success, utilizing social networks to magnify their following and reach with customers.
“All of this stuff, like ‘Selling Sunset,’ is horrible,” Freedman stated. “It makes it look like … these girls show up in gala gowns to open houses. We want to maintain the quality of what we do.”
Ryan Serhant, among the stars of “Million Dollar Listing New York” and the creator of Serhant brokerage, shot back at Freedman on phase, stating conventional realty brokers require to welcome the future of innovation and media.
“The old way of selling real estate has completely changed,” he stated.
Serhant stated 25 million audiences worldwide viewed Bravo’s “Million Dollar Listing New York” in its very first season in 2012.
Ryan Serhant gos to Build Brunch to talk about “Sell It Like Serhant: How to Sell More, Earn More, and Become the Ultimate Sales Machine” at Build Studio onSept 20, 2018, in New York City.
Roy Rochlin|Getty Images
While much of those early audiences were more youthful and could not pay for the multimillion-dollar houses on the program, “buyers are influenced by the kids,” Serhant stated.
Serhant introduced his own company in 2020, training representatives to produce videos, enhance their social networks fans and grow their individual brand names. Last year, the company saw over $2 billion in sales and 35% development in its variety of representatives.
“I want our agents to be able to do deals everywhere, to anyone, on any platform,” he stated.
But Freedman stated experience with working out offers, relationships established in time and deep understanding about areas and structures stay the foundations of offering realty.
“We sell real estate, not technology,” Freedman stated. “We work hard.”
Disclosure: CNBC moms and dad NBCUniversal owns Bravo.
