Leveraging a NYC-Based Reality Show to Catapult a Real Estate Brand Into the Global Eye
Client
Challenge:
AGEAN was tasked with helping leverage the debut of SERHANT.’s Owning Manhattan, Netflix’s first reality show about New York City real estate to catapult the brand into the global eye. Our efforts took the #6 residential firm in NYC, leverage its top brokers and star power, and facilitate top-tier media coverage to achieve three key goals – 1) to generate widespread positive awareness for SERHANT. and the brokerage; 2) to drive viewers to Owning Manhattan on Netflix; and 3) to drive real estate sales leads to SERHANT. and their agents.
Campaign:
Our team created tailored PR initiatives to leverage the launch of the Netflix show – it started with strategic thinking and pre-pitching. To ensure the successful launch of Owning Manhattan, we developed a comprehensive tactical plan that aligned with our strategic goals, rolling out five key waves:
1) Announcement Wave: We separated the show’s name announcement from the trailer and cast news, securing two early exclusives that kept the focus on the SERHANT. brand and its business acumen rather than just the show. This strategic move generated initial buzz and positioned SERHANT. as a serious player in both real estate and entertainment media.
2) Pre-Premiere Engagement: We organized intimidate, high-profile screenings with top-tier media, which acted as a “review” mechanism akin to a tech product launch. This approach built anticipation among influential business, real estate, and entertainment journalists and influencers, setting the state for widespread positive coverage.
3) Media Blitz: As the show’s release data approached, we coordinated with Netflix to implement a media embargo strategy, culminating in the timed release of high-impact stories, such as Ryan Serhant’s appearance on The Today Show, on the premiere day. This ensured maximum visibility and drove immediate viewership.
4) Press Photo Op and Interviews: We held a staged photo opportunity with the cast, ensuring consistent imagery and messaging across all media outlets and social media.
5) Industry Event and Premiere Party: We hosted an exclusive premiere party at Marquee New York, an iconic NYC nightclub, attended by 725 real estate agents and developers. The ‘blue’ carpet event generated additional buzz, leading to more press coverage and a surge of interest in the show and the brand.
1) Announcement Wave: We separated the show’s name announcement from the trailer and cast news, securing two early exclusives that kept the focus on the SERHANT. brand and its business acumen rather than just the show. This strategic move generated initial buzz and positioned SERHANT. as a serious player in both real estate and entertainment media.
2) Pre-Premiere Engagement: We organized intimidate, high-profile screenings with top-tier media, which acted as a “review” mechanism akin to a tech product launch. This approach built anticipation among influential business, real estate, and entertainment journalists and influencers, setting the state for widespread positive coverage.
3) Media Blitz: As the show’s release data approached, we coordinated with Netflix to implement a media embargo strategy, culminating in the timed release of high-impact stories, such as Ryan Serhant’s appearance on The Today Show, on the premiere day. This ensured maximum visibility and drove immediate viewership.
4) Press Photo Op and Interviews: We held a staged photo opportunity with the cast, ensuring consistent imagery and messaging across all media outlets and social media.
5) Industry Event and Premiere Party: We hosted an exclusive premiere party at Marquee New York, an iconic NYC nightclub, attended by 725 real estate agents and developers. The ‘blue’ carpet event generated additional buzz, leading to more press coverage and a surge of interest in the show and the brand.
Results:
As a result of AGEAN’s strategic planning and media outreach, SERHANT. earned more than 7.2 billion impressions throughout the launch of Owning Manhattan. The extensive reach included 224 earned placements within the few weeks leading up to and following the launch.- 100% of this coverage mentioned the SERHANT. brand
- 99.99% of this coverage was positive
- 72% of coverage was standalone features
- 75% of coverage extended beyond traditional entertainment outlets, securing significant attention in business, pop culture and real estate press
The impact of this media blitz was immediately visible. SERHANT.’s social media reach surged by 88% across platforms, with Ryan Serhant gaining 200,000 new Instagram followers. The brand’s social engagement skyrocketed by 71%, contributing to Owning Manhattan reaching #3 in the Netflix U.S. Top 10 and remaining in the top 10 across 40 countries for over a week.
Critically, the campaign’s success translated to tangible business results. SERHANT. Experienced a 285% increase in listing inquiries and a 1,915% spike in traffic to SERHANT.com. The premiere party also catalyzed a 400% increase in inbound agent leads, exceeding recruitment goals and solidifying SERHANT.’s status as a leading real estate brokerage.
The impact of this media blitz was immediately visible. SERHANT.’s social media reach surged by 88% across platforms, with Ryan Serhant gaining 200,000 new Instagram followers. The brand’s social engagement skyrocketed by 71%, contributing to Owning Manhattan reaching #3 in the Netflix U.S. Top 10 and remaining in the top 10 across 40 countries for over a week.
Critically, the campaign’s success translated to tangible business results. SERHANT. Experienced a 285% increase in listing inquiries and a 1,915% spike in traffic to SERHANT.com. The premiere party also catalyzed a 400% increase in inbound agent leads, exceeding recruitment goals and solidifying SERHANT.’s status as a leading real estate brokerage.