Sun. Jun 4th, 2023

A buyer seems to be at listings on display screen outdoors a Brown Harris Stevens offices in New York.

Brendan McDermid | Reuters

The rise of actuality Tv exhibits that includes actual estate has been “awful” for the field and the picture of its brokers, a leading brokerage CEO mentioned Thursday.

“This is not who we are,” stated Bess Freedman, CEO of Brown Harris Stevens, at the The True Deal’s NYC Showcase + Discussion board on Thursday. “We want to make sure that we preserve the integrity of our enterprise.”

Freedman took goal at demonstrates like Netflix’s “Selling Sunset” and Bravo’s “Million Greenback Listing,” which highlight personal dramas and battles guiding significant-conclude real estate discounts. Quite a few of the shows’ stars have translated their newfound fame into business good results, utilizing social media to amplify their pursuing and access with consumers.

“All of this things, like ‘Selling Sunset,’ is awful,” Freedman said. “It makes it appear like … these girls show up in gala robes to open up houses. We want to preserve the top quality of what we do.”

Ryan Serhant, a person of the stars of “Million Dollar Listing New York” and the founder of Serhant brokerage, shot again at Freedman on stage, indicating regular actual estate brokers need to embrace the future of technological know-how and media.

“The previous way of providing real estate has entirely transformed,” he stated.

Serhant reported 25 million viewers all-around the entire world watched Bravo’s “Million Dollar Listing New York” in its initial year in 2012.

Ryan Serhant visits Make Brunch to focus on “Provide It Like Serhant: How to Provide More, Gain Far more, and Develop into the Ultimate Product sales Equipment” at Establish Studio on Sept. 20, 2018, in New York Town.

Roy Rochlin | Getty Pictures

While lots of of all those early viewers were younger and couldn’t manage the multimillion-dollar residences on the demonstrate, “prospective buyers are affected by the children,” Serhant stated.

Serhant introduced his very own company in 2020, education agents to produce movies, enhance their social media followers and develop their private models. Final 12 months, the business noticed more than $2 billion in gross sales and 35% expansion in its quantity of agents.

“I want our brokers to be able to do offers all over the place, to everyone, on any platform,” he mentioned.

But Freedman mentioned expertise with negotiating specials, associations developed about time and deep know-how about neighborhoods and buildings remain the cornerstones of marketing actual estate.

“We market genuine estate, not technology,” Freedman mentioned. “We get the job done challenging.”

Disclosure: CNBC dad or mum NBCUniversal owns Bravo.