Yahoo News ‘Million Dollar Listing’ Star Josh Flagg Launches Media Company Spotlighting Real Estate Content Creators
Josh Flagg, one of real estate’s most recognizable personalities thanks to his long-running presence on Bravo’s Million Dollar Listing Los Angeles, has announced that he’s started a media business.
The new Estate Media — launched with former Amazon Prime Video and Roku content-acquisition exec 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 brands (and a combined 25 million followers) by focusing on the world of real estate. They range from Flagg’s fellow Million Dollar Listing star Tracy Tutor of Douglas Elliman to agents who have gained followings on TikTok, like Atlanta’s Glennda Baker (with 878,000 followers) and L.A.’s Aaron Grushow (with 1.4 million followers).
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“Estate Media is a real-estate media company leveraging the personalities that start, own and define conversation in the real estate industry to create a destination for professionals and fans that is trusted and loved,” Flagg tells The Holllywood Reporter. “Our programming will reflect our mission, creating content for every real estate professional, catering to all levels of experience.”
The media company, headed by O’Brien as CEO, is launching with a slate of free, ad-supported digital series (that will include home tours by online content creators) as well as podcasts. Estate Media will also develop branded content and charge for access to educational offerings for real estate professionals, such as a master class with Flagg on how to “always win 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 teams with Instagram account ZillowGoneWild to tour lavish Los Angeles homes and help social media stars find residences. Estate Media has also launched Zillowtastrophes, a newsletter highlighting “unique, weird and wild” listings, while Baker is helming a video podcast, Glennda’s Guru, on “what it takes to really be successful in the industry.”
O’Brien tells THR that Estate Media is also looking to launch unscripted television shows.
“The pandemic has forever transformed the real estate business and now the industry needs to continue to evolve to meet consumers wherever they consume content,“ said O’Brien in a statement. “We want to elevate the industry and create a content destination that informs, inspires and captivates both professionals and fans.”
Estate Media raised $1.65 million prior to launch, led by Adam Weitsman, the billionaire CEO of Upstate Shredding, who joined the media business as a partner. Additional investors include Complex CEO Rich Antoniello, Morning Brew CEO Austin Rief, Scriber founder Brian Goldsmith and Ojo Labs president Chris Heller.
Says Flagg 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 industry focused, and up to date with developments in the residential and investment markets, with more evergreen content that is both fun, but also has informational value. Because of the wide audience we’re serving, our content will reflect the interests, and goals, of each audience segment.”
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