Table of CONTENTS
ONE THE AGENCY TWO MEET THE TEAM
THREE
NEW DEVELOPMENT & HOSPITALITY EXPERIENCE
FOUR MARKETING & PUBLIC RELATIONS
FIVE STRATEGY
Section One THE AGENCY
Everything is better in red.
LET US SHOW YOU WHY
We use our boutique approach, creative marketing, cutting-edge technology and unforgettable client service experience to place the world at your front door.
Unlike traditional brokerages, The Agency fosters a culture of collaboration. Behind me is the knowledge and resources of an entire global team. By working together, we can offer our clients better representation and a true competitive edge.
After all, more of the same is never an option.
INMAN’S 2022 GOLDEN I AWARDS IN GLOBAL SALES AS THE AVERAGE AGENT 7 YEARS
INC. 5000 FASTEST-GROWING PRIVATE COMPANIES 5 YEARS
REAL ESTATE WITH REAL NUMBERS The Power of The Agency #1
AMONG REALTRENDS TOP 50 FIRMS IN AVERAGE SALES PRICE BY SIDES AT $2.5M TOP LUXURY BROKERAGE, MOST INNOVATIVE BROKERAGE & MOST INNOVATIVE MARKETING CAMPAIGN $88B+ 2X AS PRODUCTIVE
FINANCIAL TIMES: ONE OF THE AMERICAS’ FASTEST GROWING COMPANIES #16
REALTRENDS 500 LIST OF TOP RESIDENTIAL BROKERAGES
Our Reach
We’re the industry’s leading boutique global luxury brokerage.
From Aspen to Beverly Hills, the Hamptons to Mallorca, our global Rolodex has some impressive names and locations. We continue to showcase the power of The Agency brand across the world’s most sought-after markets, choosing the best agents in the industry to represent every destination.
After all, those agents’ clients could be your buyer. It’s the power of having a truly global collaborative network behind your listing.
12 COUNTRIES 125+ OFFICES
1 CONNECTED GLOBAL NETWORK
Marketing a Lifestyle
A modern aesthetic with an out-loud appeal.
Our in-house design, content and brand strategy teams are at the forefront of intentional, effective marketing and design. From splashy campaigns to targeted tactics, our established marketing acumen has made our brand a household name. And by consistently connecting to our global community, people proactively come to us to live in luxury. In other words, your buyer is already our biggest fan.
OUR FOLLOWING
One of the World’s Most-Followed Residential Brokerage on Social Media
Social Media Prominence
Being the world’s most-followed residential brokerage certainly has its perks.
Our agents leverage our strategy to promote their properties and engage with buyers worldwide. Social media has evolved into a driving force of global real estate sales. Our dedicated social media strategists study trends and algorithms to enhance content performance and drive our digital strategy.
182.8K
AVERAGE GLOBAL IMPRESSIONS PER POST
51%
INCREASE IN DIRECT-REFERRAL TRAFFIC ON INSTAGRAM YEAR OVER YEAR
Followed by Verified, High Profile Clientele including C-Suite Execs, Athletes, Celebrities and Influencers
Mauricio’s commitment to the brand and its popularity leads to more hits on our website, more followers on our social and ultimately more exposure for your home.
The Good Kind of Traffic
THEAGENCYRE.COM
A GLOBAL PLATFORM
Real estate marketing is all about the digital footprint—and that’s our specialty.
TheAgencyRE.com receives 1.8M+ visits per year. Savvy buyers worldwide can easily shop our listings and connect with our team from the comfort of their smartphones—bringing properties fingertip close. Mobile and global, as promised.
Section Two MEET THE TEAM
MAURICIO UMANSKY
FOUNDER AND CEO
Mauricio Umansky is the Founder and CEO of The Agency, a billion-dollar brokerage that utilizes world-class technology and innovative marketing strategies to assist agents and their clients in achieving their real estate goals. Since its inception in 2011, the firm set out to create an industry-disrupting model that would redefine the business and foster a unique culture rooted in the core philosophy of collaboration. In its ten years, The Agency has done that and much more.
Mauricio has achieved nearly $5 billion in real estate sales and holds the distinction of selling the most homes in the country priced above $20M. He has represented some of the world’s most noteworthy properties, including the Playboy Mansion, the first house in L.A. to sell above the $100M mark, Walt Disney Estate, and residences owned by Michael Jackson, Michael Jordan and Prince. Mauricio and The Agency also represent some of the world’s top developers and resort brands, including One&Only, Rosewood, and The Ritz-Carlton. Together with his team, Mauricio is noted as one of the highest producing agents by The Wall Street Journal’s REAL Trends annual list, and has been ranked #69 on Swanepoel’s 2023 Power200, a prestigious list of top real estate executives in the U.S.
With solid infrastructure and a renowned brand that is featured on international television shows including Million Dollar Listing Los Angeles, The Real Housewives of Beverly Hills and most recently, Buying Beverly Hills on Netflix, The Agency has grown to over 85 corporatelyowned and franchise offices and over 1,500 agents across the U.S., Canada, Mexico, the Caribbean and Europe. Poised for further expansion with like-minded partners in strategic markets, The Agency was recognized by Inman as a top luxury brokerage, noted by The Financial Times as one of America’s Fastest Growing Companies and has ranked among Inc. 5000’s list of fastest-growing private companies in the country for five consecutive years.
Mauricio recently published The Dealmaker, now available in bookstores around the country. He is also a proud member of The Young Presidents Organization (YPO),an influential and world-renowned business networking organization. His philanthropic work includes serving as a board member for Giveback Homes, an organization dedicated to building homes for families in need, and supports The Children’s Hospital of Los Angeles and the National Breast Cancer Association.
THE UMANSKY TEAM’S
Career Highlights
CLOSED NEARLY
$5 BILLION
WORTH OF REAL ESTATE
CLOSED OVER
$407 MILLION
WORTH OF REAL ESTATE IN 2022
SOLD MORE HOMES OVER
THAN ANYONE IN THE U.S. $20 MILLION
TOP AGENTS IN THE U.S.
CRAIG CARDELLA
REALTOR
Driven, resourceful and well-versed in a range of detailed transactional processes, Craig Cardella’s in-depth knowledge and experience in the commercial and residential real estate realms makes him an incredible asset to clients. Based in The Agency’s Pasadena office, Craig has been an agent since 2011, and his expertise spans the greater Los Angeles area, with specialization in the San Gabriel Valley.
Prior to his career in real estate, Craig worked in mergers and acquisitions for several years while simultaneously helping manage his wife’s in-demand floral design business for nearly two decades. Both experiences helped inform his focused, thoughtful approach to land acquisition, new housing developments and commercial properties.
“Mergers and acquisitions is a very proactive and disciplined business,” notes Craig. “I worked with many private equity group holdings and small to mid-sized publicly traded companies with their acquisition strategies—and real estate developer’s strategies are very similar in that there is growth through land acquisition. I am very comfortable with all aspects of that process.”
“I have always been intrigued by real estate and development,” says Craig. “I’m also very hands-on and like to do home-based projects. I like to see a project through from start to finish at home. I feel the same way at work—I love watching a deal go from acquisition to complete development.”
In his free time, Craig enjoys spending time with his family and volunteering at his children’s schools.
Section Three
NEW DEVELOPMENT &
HOSPITALITY EXPERIENCE
PENDRY RESIDENCES
WEST HOLLYWOOD
Highlights
HIGHEST PRICE PER SQUARE FOOT ($4,005/SF) AMONG CONDO SALES IN LA COUNTY 2022
LIMITED COLLECTION OF 40 LUXURY RESIDENCES IMAGINED BY RENOWNED DESIGNER MARTIN BURDNIZKI & EYRC
CURATED BESPOKE MARKETING CAMPAIGNS, INCREASED LIFESTYLE
OFFERINGS & AUDITED ALL INTERNAL ASSETS
MARKETING COLLATERAL
PENDRY RESIDENCES
ASCAYA LAS VEGAS, NV
Highlights
A 670-ACRE LUXURY COMMUNITY OFFERING CUSTOM HOMESITES IN HENDERSON, NV.
BUILT INTO THE MCCULLOUGH MOUNTAIN RANGE, THE HOMESITES HERE RANGE IN ELEVATION FROM 1,900 TO 3,200 FEET, PROVIDING SWEEPING AND UNRIVALED VIEWS OF THE MOUNTAINS, THE CANYONS AND THE WORLDRENOWNED LAS VEGAS SKYLINE.
MARKETING COLLATERAL
ASCAYA
THE RITZ-CARLTON RESIDENCES
LOS ANGELES, CA
Highlights
REPOSITIONED THE PROJECT, STREAMLINING SALES COLLATERAL AND MESSAGING TO REACH A TARGETED INTERNATIONAL AUDIENCE
COMPARABLE CONDOMINIUM REAL ESTATE IN DOWNTOWN L.A. MARKET WAS TRADING AT AN AVERAGE OF $457 PER SQUARE FOOT 2073/2074 (UNITS)
THE RITZ CARLTON RESIDENCES AT L.A. LIVE ATTRACTED AN AVERAGE OF $970 PER SQUARE FOOT-A 99% PREMIUM OVER THE LOCAL MARKET
MAYAKOBA
RIVIERA MAYA, MX
Highlights
Upon taking over sales and marketing in late 2019, The Agency Development Group advised a repositioning of the narrative, focusing on the unmatched amenity offerings within the gates of the Mayakoba community.
Residents have access to adults-only and family-friendly beach clubs, awardwinning spas, kids’ clubs, a championship PGA golf course, dive center, racquet club, nature trails, and over 25 dining options, all within moments from home.
8899 BEVERLY WEST HOLLYWOOD, CA
Highlights
8899 Beverly is a reimagination of the original Los Angeles International Design Center, now handcrafted by Olson Kundig into architecturally significant condominiums and a limited collection of just eight single-family homes.
Awe-inspiring views, expansive living spaces and terraces, and meticulous detail converge to create some of the most iconic residential offerings in Los Angeles.
Section Four MARKETING & PUBLIC RELATIONS
GLOBAL BRAND PRESENCE
Public Relations Reach
THE POWER OF THE MEDIA IS IN THE PALM OF OUR HANDS.
Our in-house, bi-coastal Public Relations team keeps everyone talking about The Agency and our properties. They hold long-standing relationships with some of the world’s most influential journalists, prominent influencers and tastemakers. They ensure we’re always part of the conversation.
A BI-COASTAL TEAM BASED IN MAJOR U.S. METROS
2,000+ PRESS PLACEMENTS ANNUALLY
Hundreds of articles in The Wall Street Journal, The New York Times, Los Angeles Times, Architectural Digest, Robb Report, Mansion Global, San Francisco Chronicle and more
874 BROADWAY
3.77B
3.04M
218 Pieces of Coverage
Estimated Views Audience
80
9
Engagements Avg. Domain Authority
The Agency Journal
The Agency’s blog is the heartbeat of the website, with intentionally crafted content to celebrate the lifestyle our clients experience every day. From the latest design trends and the hottest properties on the market to interviews with tastemakers and our latest and greatest press highlights, we send out curated content to 700K+ readers weekly.
The Agency Magazine
Designed and directed by our in-house creative and public relations team, The Agency Magazine is our inspired perspective on life and luxury, showcasing our properties to a global audience.
Print Distribution
In addition to being mailed directly or hand-delivered to our clients and list of UltraHigh-Net-Worth (UHNW) individuals, the piece is on display in and distributed from The Agency’s 120+ offices in the world’s most affluent markets. This exclusive publication is carried in the private planes of Hera Flight, a renowned leader in private aircraft charter services.
Private Jet Distribution
Digital Distribution
Featured on the home page of The Agency’s website (TheAgencyRE.com), which has an average of 1.5M visitors per year and growing. It is also directly emailed to a highly targeted list of The Agency clientele and featured in our weekly newsletters, which reach an affluent audience of 700K+.
Social Media
The digital edition is heavily promoted on social media, where The Agency is one of the world’s most-followed residential brokerages, with 490K+ Instagram followers.
Activation & Experiential
The Agency partners and hosts numerous VIP agent and client events throughout the year where our magazine is on display and shared with guests. Past events have included the Hampton Classic, The Agency’s Global Forum, F1 VIP activations, The Real Deal showcase and more. It’s handdelivered to clients by our agents, who are among the top-producing real estate professionals in the country and each issue is placed within our offices and office storefronts in some of the world’s most affluent destinations.
The Red Paper Annual Market Report
Each year, The Agency produces an international market and wealth report encompassing the most recent data, research and insights on the global real estate market, consumer spending and luxury market trends, along with projections for the following year.
The Red Paper comprehensively explores real estate activity in our diverse markets, diving deep into shifts in home-buying patterns, buyer demographics, home design, ultra-high-net-worth (UHNW) activity and more.
Section Five STRATEGY
BUYER ARCHETYPE
Based on the current size and configurations of the residences, and under certain assumptions about pricing to be finalized, we believe the buyer archetype to be as follows:
Executive
Works in the nearby studios and this would be a primary residence or a second residence for a commuting executive.
The buyer values easy turn-key living with concierge services.
We target these buyers specifically through our robust personal rolodexes of qualified clients, business managers, and family office managers.
First-time Home Buyer
Young couples, single professionals, college students or recent graduates with parents are looking to make a real estate investment
These buyers value proximity to local restaurants, shopping, and culture.
We target these buyers through robust social media and digital campaigns highlighting the local community and proximity to the best of Los Angeles.
Orthodox Jewish Community
This buyer appreciates amenities in line with the practice of Orthodox Judaism. This can include kosher kitchen, community spaces within the development for Shabbat and other gatherings, and highlighting amenities within walking distance.
We target these buyers through a mailer campaign and potential open house/sales gallery tour opportunity.
& BRANDING MARKETING
The Agency offers branding and PR services as ancillary services.
Upon engagement an initial intake meeting will determine branding the PR directives.
While organic media opportunities are not guaranteed offerings, The Agency’s PR team shares the listing with top-tier real estate and luxury lifestyle publications for editorial consideration, including Mansion Global, Robb Report, Forbes, Wall Street Journal, New York Times, to name a few target publications.
