A client looks at listings on screen exterior a Brown Harris Stevens places of work in New York.

Brendan McDermid | Reuters

The increase of fact Television set shows featuring genuine estate has been “horrible” for the field and the impression of its brokers, a top rated brokerage CEO claimed Thursday.

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

Freedman took goal at reveals like Netflix’s “Marketing Sunset” and Bravo’s “Million Greenback Listing,” which emphasize personalized dramas and battles powering higher-stop actual estate discounts. Quite a few of the shows’ stars have translated their newfound fame into business accomplishment, employing social media to amplify their subsequent and attain with shoppers.

“All of this stuff, like ‘Selling Sunset,’ is terrible,” Freedman mentioned. “It will make it look like … these women clearly show up in gala gowns to open up homes. We want to sustain the good quality of what we do.”

Ryan Serhant, one particular of the stars of “Million Greenback Listing New York” and the founder of Serhant brokerage, shot back again at Freedman on stage, indicating common genuine estate brokers require to embrace the long run of engineering and media.

“The aged way of promoting genuine estate has totally adjusted,” he reported.

Serhant mentioned 25 million viewers about the earth viewed Bravo’s “Million Greenback Listing New York” in its initially year in 2012.

Ryan Serhant visits Establish Brunch to go over “Offer It Like Serhant: How to Offer Extra, Earn Much more, and Develop into the Supreme Product sales Equipment” at Establish Studio on Sept. 20, 2018, in New York Metropolis.

Roy Rochlin | Getty Photos

Although many of those early viewers were more youthful and couldn’t find the money for the multimillion-dollar residences on the clearly show, “potential buyers are influenced by the young ones,” Serhant said.

Serhant released his very own company in 2020, schooling brokers to create video clips, strengthen their social media followers and expand their private models. Previous 12 months, the agency noticed in excess of $2 billion in profits and 35% progress in its selection of agents.

“I want our brokers to be able to do bargains just about everywhere, to anyone, on any system,” he said.

But Freedman claimed practical experience with negotiating specials, interactions made in excess of time and deep information about neighborhoods and properties continue to be the cornerstones of offering true estate.

“We market actual estate, not technological innovation,” Freedman reported. “We do the job really hard.”

Disclosure: CNBC father or mother NBCUniversal owns Bravo.