“TheNYCAgent” TikTok star jumps from BHS to Serhant

Madison Sutton to join the McPeak Team

New York /
Jun.June 07, 2022 07:00 AM
Madison Sutton (TikTok/TheNYCAgent, iStock/Photo Illustration by Steven Dilakian for The Real Deal)

Madison Sutton (TikTok/TheNYCAgent, iStock/Photo Illustration by Steven Dilakian for The Real Deal)

Three weeks after Ryan Serhant was publicly scolded by Brown Harris Stevens CEO Bess Freedman, the celebrity broker has scored a bit of revenge.

Madison Sutton, the social media star behind “TheNYCAgent” TikTok account, has bolted from Freedman’s brokerage to join the McPeak team at Serhant.

Freedman, on stage with Serhant at The Real Deal’s Showcase event, had blasted “reality” shows — the kind that made Serhant famous — for giving the wrong impression of the industry.

Serhant made no apologies for his approach, and his brokerage seemed to allude to it in a statement about Sutton’s defection.

Team founder Sean McPeak praised Sutton’s “mastery of TikTok and social media” and added, “Her approach to sales is in complete alignment with our own.”

Serhant people were seen aggressively courting Sutton at the TRD event in Midtown.

To be sure, Brown Harris Stevens is no luddite brokerage. It has embraced new ways of selling, as reflected by its bringing Sutton and her five-person team to the firm’s flagship office in January. She was tasked with developing training materials for BHS agents to develop content and cultivate business on TikTok.

Last month, BHS launched its TikTok account. At the time, BHS said Sutton was going to create a weekly video series for it.

Now the firm is pivoting.

“We have decided to go in a different direction with our TikTok trainings, collaborating with current BHS agents like Anthony Park who has over 118,000 followers,” a spokesperson said in a statement. “Real estate will always be the primary focus at BHS and we pride ourselves on our work ethic and professionalism.”

The quote seemed to convey Freedman’s sentiment that shows like “Million Dollar Listing,” on which Serhant starred, make agents’ work seem easy and less than serious.

Sutton has 150,000 followers across all social platforms and averages 4 million monthly impressions. On TikTok, she has 103,500 followers and 1.8 million likes.

“I have witnessed first-hand the incredible business shift that comes from leveraging content creation and social media,” she said in a statement. “This is not just the future of selling real estate, it’s how you sell real estate right now.”

Sutton added that she will be working with Serhant’s in-house Studios team to further develop her personal brand.





    Related Articles

    arrow_forward_ios
    Rachel Glazer (Credit: BHS)
    BHS’ top Downtown agent jumps to Compass
    BHS’ top Downtown agent jumps to Compass
    BHS’ chief of tech, communications out amid internal shakeup
    BHS’ chief of tech, communications out amid internal shakeup
    BHS’ chief of tech, communications out amid internal shakeup
    Bess Freedman and Robert Reffkin (Credit: Studio Scrivo)
    “Unequivocally not selling:” BHS accuses rival of stoking sale rumors
    “Unequivocally not selling:” BHS accuses rival of stoking sale rumors
    CoStar's Andy Florance and REBNY’s James Whelan (Getty, iStock)
    REBNY, CoStar launch Citysnap listing portal
    REBNY, CoStar launch Citysnap listing portal
    From left: Howard Lorber, Bess Freedman, Ryan Serhant, Eddie Shapiro, and Robert Reffkin (Douglas Elliman, SERHANT, Compass, Getty Images, Brown Harris Stevens, iStock)
    Brokerage execs condemn SCOTUS ruling, pledge to cover abortion costs
    Brokerage execs condemn SCOTUS ruling, pledge to cover abortion costs
    Brokerages take different approaches to social media ads
    To automate or customize? Brokerages split on social media ad formulas
    To automate or customize? Brokerages split on social media ad formulas
    Top to bottom: Daniela Sassoun, Daryl Eisenberg and Mark Mistovich (Sotheby's)
    Top-performing Douglas Elliman agent pulls team to Sotheby’s International
    Top-performing Douglas Elliman agent pulls team to Sotheby’s International
    Douglas Elliman's Alfred Renna (Douglas Elliman, iStock, Illustration by Kevin Cifuentes for The Real Deal)
    Elliman to agents: Time to give sellers a reality check
    Elliman to agents: Time to give sellers a reality check
    arrow_forward_ios

    The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

    Loading...