Brown Harris Stevens CEO calls actual property truth TV ‘terrible’

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A buyer seems to be at listings on show outdoor a Brown Harris Stevens places of work in New York.

Brendan McDermid | Reuters

The upward push of truth TV presentations that includes actual property has been “terrible” for the business and the picture of its agents, a most sensible brokerage CEO mentioned Thursday.

“This isn’t who we’re,” mentioned Bess Freedman, CEO of Brown Harris Stevens, on the The Actual Deal’s NYC Show off + Discussion board on Thursday. “We wish to make certain that we handle the integrity of our industry.”

Freedman took purpose at presentations like Netflix’s “Promoting Sundown” and Bravo’s “Million Greenback Record,” which spotlight private dramas and battles at the back of high-end actual property offers. A number of of the presentations’ stars have translated their newfound popularity into industrial luck, the use of social media to enlarge their following and succeed in with purchasers.

“All of these things, like ‘Promoting Sundown,’ is terrible,” Freedman mentioned. “It makes it appear to be … those ladies display up in gala robes to open homes. We wish to handle the standard of what we do.”

Ryan Serhant, one of the crucial stars of “Million Greenback Record New York” and the founding father of Serhant brokerage, shot again at Freedman on degree, pronouncing conventional actual property agents wish to include the way forward for generation and media.

“The previous manner of marketing actual property has utterly modified,” he mentioned.

Serhant mentioned 25 million audience all over the world watched Bravo’s “Million Greenback Record New York” in its first season in 2012.

Ryan Serhant visits Construct Brunch to speak about “Promote It Like Serhant: Methods to Promote Extra, Earn Extra, and Change into the Final Gross sales Device” at Construct Studio on Sept. 20, 2018, in New York Town.

Roy Rochlin | Getty Pictures

Whilst a lot of the ones early audience have been more youthful and could not have the funds for the multimillion-dollar residences at the display, “consumers are influenced through the children,” Serhant mentioned.

Serhant introduced his personal company in 2020, coaching brokers to supply movies, spice up their social media fans and develop their private manufacturers. Remaining yr, the company noticed over $2 billion in gross sales and 35% expansion in its collection of brokers.

“I need our brokers so to do offers in all places, to someone, on any platform,” he mentioned.

However Freedman mentioned revel in with negotiating offers, relationships advanced over the years and deep wisdom about neighborhoods and constructions stay the cornerstones of marketing actual property.

“We promote actual property, now not generation,” Freedman mentioned. “We paintings onerous.”

Disclosure: CNBC mum or dad NBCUniversal owns Bravo.



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