Real estate agents have become celebrities in their own right, thanks to their appearances on reality TV shows. And now, they are expanding their reach beyond just the real estate industry. It’s not uncommon to see real estate agents securing representation in Hollywood. This trend is further exemplified by the recent signings of Steve Gold, Mauricio Umansky, Josh Flagg, Heather Rae El Moussa, Chrishell Stause, Tracy Tutor, and Ryan Serhant to various talent agencies.
However, a new firm called The Talent Brokerage is disrupting the traditional representation model for real estate agents. Founded by influencer-marketing pro Giselle Ugarte in December, The Talent Brokerage offers a unique range of services. It functions as a speaker’s bureau, social media coaching shop, and brand-partnerships dealmaker. With nearly two dozen clients, including former Million Dollar Listing New York stars Kirsten Jordan and Tyler Whitman, The Talent Brokerage is transforming how real estate agents monetize their newfound fame.
One key aspect of The Talent Brokerage’s services is helping real estate agents diversify their revenue streams. As clients gain attention through reality shows, TikTok, and Instagram, The Talent Brokerage finds them new opportunities to generate income. Ugarte and her team teach agents how to manage their brand and leverage their platform for maximum benefit. This includes brokering brand partnerships and securing speaking engagements. Ugarte explains that many of her clients were being approached for these opportunities, but they lacked the knowledge of what to charge or how to negotiate effectively.
The rise of social media has played a significant role in the increased demand for real estate agents as influencers and speakers. The Talent Brokerage capitalizes on this trend, working with agents who have cultivated large followings on platforms like TikTok. For example, Glennda Baker, an Atlanta-based agent, has amassed 880,000 followers on TikTok and reportedly earned $241,000 in revenue from the platform in 2021. Ugarte aptly compares Baker’s influence to that of Kylie Jenner in the real estate world.
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But it’s not just real estate conferences that The Talent Brokerage books its clients for. They also secure opportunities for agents to speak at corporate events organized by travel and financial companies. These companies recognize the value of real estate agents’ large and engaged followings and want to tap into that audience. Speaking fees for these events can range from $5,000 to $25,000, with additional fees for half- and full-day training sessions reaching up to $40,000.
Kirsten Jordan, who recently worked with Ugarte to polish a speech, praises the value of having someone negotiate on her behalf and connect her with valuable opportunities. She emphasizes that Ugarte not only understands how to grow followings through original social media content creation but also excels at networking and making connections. The Talent Brokerage’s holistic approach to representation provides agents with the tools and support to capitalize on their newfound fame and influence.
The rise of real estate agents as celebrities and influencers has opened up new avenues for income and branding opportunities. The Talent Brokerage is at the forefront of this emerging trend, offering a range of services to help real estate agents monetize their platforms. By securing brand partnerships, speaking engagements, and coaching agents in managing their brands, The Talent Brokerage is helping agents maximize their potential in the entertainment industry. With its unique approach and success stories like Glennda Baker, The Talent Brokerage is likely to attract even more real estate agents looking to expand their reach beyond the traditional confines of the industry.
