Josh Flagg, one of the most recognizable personalities in the real estate industry thanks to his longtime presence at Bravo’s Million dollar listing Los Angeleshas announced that he has started a media company.
The new Estate media – launched with former Amazon Prime Video and Roku content acquisition executive Griff O’Brien and Andrew Shanfeld, co-founder of real estate private equity firm Carolwood Equities – launched with a roster of more than 20 content creators and agents who have built their own content brands (and a combined 25 million followers) by focusing on the real estate world. They range from Flagg’s comrade Million dollar quote star Tracy Tutor by Douglas Elliman for agents who have gained followers on TikTok, like those from Atlanta Glennda Bakker (with 878,000 followers) and LA’s Aaron Grushow (with 1.4 million followers).
“Estate Media is a real estate media company that leverages the personalities who start, own and define conversations in the real estate industry to create a trusted and beloved destination for professionals and fans,” said Flagg. The Hollywood Reporter. “Our programming reflects our mission: creating content for every real estate professional, suitable for all experience levels.”
The media company, led by O’Brien as CEO, is launching with a range of free, ad-supported digital series (including home tours from online content creators) and podcasts. Estate Media will also develop branded content and charge for access to educational offerings for real estate professionals, such as a MasterClass with Flagg on how to “always get the listing and close the deal.”
Content on the site — estatemedia.co – includes the digital series “Forreal Estate,” hosted by mortgage broker Margot Ettedgui, focusing on pop culture real estate trends and celebrity home transactions; and “House Hunters,” in which Flagg collaborates with an Instagram account ZillowGoneWild to tour lavish Los Angeles homes and help social media stars find homes. Estate Media has also launched “Zillowtastrofes,” a newsletter highlighting “unique, weird and wild” listings, while Baker leads a video podcast, “Glennda’s Guru,” about “what it takes to be truly successful in the industry.”
O’Brien narrates THR that Estate Media also wants to launch unscripted television programs.
“The pandemic has transformed the real estate industry forever and now the industry must continue to evolve to meet consumers wherever they consume content,” O’Brien said in a statement. “We want to take the industry to the next level and create a content destination that informs, inspires and engages professionals and fans alike.”
Estate Media raised $1.65 million ahead of launch, led by Adam Weitsman, the billionaire CEO of Upstate Shredding, who joined the media business as a partner. Other investors include Complex CEO Rich Antoniello, Morning Brew CEO Austin Rief, Scriber founder Brian Goldsmith and Ojo Labs president Chris Heller.
Flagg says of the company’s content plans: “It will be a mix of content that aims to educate and entertain all real estate professionals, of all experience levels. We want to create programming that is more sector-focused and up-to-date with developments in the housing and investment markets, with more evergreen content that is both fun but also has informational value. Because of the broad audience we serve, our content will reflect the interests and goals of each audience segment.”