The Agency’s Next Generation of Real Estate Campaign Launches in NYC & L.A.
BY CAROLYN MEERS
T he latest iterations of our Next Generation of Real Estate campaigns have officially launched in New York and Los Angeles, showcasing what has always set us apart in the industry: our people.
Crafted by The Agency’s in-house marketing team, led by Creative Director Shane Gazzo, this campaign’s photos and interview-style videos highlight the unique personalities and expertise of our agents.
First debuted in the winter of 2023, the Next Generation campaign continues to turn heads around the world and was honored as a finalist for Inman’s Most Innovative Marketing Campaigns of 2024.
“This year, I focused on bringing out the individuality of each agent while staying true to The Agency’s signature modern aesthetic,” said Shane. “The goal was to hone in on what makes each of our agents unique while maintaining the sophisticated look that defines us as a brand. I love how the final photos and videos capture the incredible energy and talent our agents bring to their clients in New York and Los Angeles.”
As always, creating these campaigns was a team effort. In New York, where we partnered with Halleloo Creative to gather photos and videos, Shane relied on Regional Marketing Manager Katie Clements to coordinate and facilitate agent shoots and interviews, while in Los Angeles, Regional Marketing Manager Laura Romero led the way.
“It’s been so rewarding to see this campaign come to life and to see the enthusiasm of our agents throughout the process,” said Katie. “There’s something so special about capturing their personalities in every photo, video and tagline—and knowing they take pride in the final result.”
“Being part of the photo shoots and video interviews was such a wonderful experience,” Laura added. “You might think that every agent is used to the limelight, but everyone approaches the spotlight differently! Our team created a fun, relaxed vibe where everyone could truly be themselves, resulting in amazing imagery and videos that captured their essence.”
Get a behind the scenes look at the campaign launch on Page 7.
LIVE WHERE YOU VACATION
BY MEGHAN THIBAULT
The Caribbean
Short, direct flights and the promise of a laidback lifestyle, sparkling blue waters, excellent scuba diving and snorkeling, hiking and golf are drawing many second-home buyers to invest in the Caribbean. Every island community has its own unique charm and culture, making it almost impossible to choose. Jamaica, the Cayman Islands and the Turks and Caicos are some of our favorite second-home destinations right now.
The Cayman Islands
Dive into island life with a second home in the Cayman Islands and you’ll never want to leave due to its world-class scuba diving, golf courses, luxury boutiques, excellent restaurants, vibrant nightlife, and friendly locals. A rich local culture combined with a diverse expatriate community make this British Overseas Territory a favorite destination. Easily accessible with short flights from Miami, New York, Los Angeles and many major metros, this tax haven is best known for its offshore banking industry.
Residents enjoy swimming, diving, snorkeling and boating with unparalleled water clarity in the islands’ calm, turquoise waters. Take in stunning sunsets every evening along Grand Cayman’s famed, west-facing Seven Mile Beach. We particularly love the Seven Mile Beach corridor for its walkability and easy access to everything this island haven has to offer.
Development has been booming over the past decade and you’ll find expansive waterfront homes and contemporary beachfront condos. “The Residences at Mandarin Oriental offer panoramic views over the Caribbean Sea and luxurious resort amenities,” said Fleur Coleman, Managing Partner of The Agency Cayman Islands.
THE AGENCY CAYMAN ISLANDS:
Jamaica
The North Coast is one of the most popular tourist destinations in Jamaica and encompasses Montego Bay, Ocho Rios and the lesser known Trelawny. While the country’s Blue Mountains and capital city of Kingston beckon, one of the most exciting new developments on Jamaica’s North Coast is Palm Beach on Runaway Bay, according to Taff and Rebecca Stevenson, Managing Partners of The Agency Jamaica. With 11 beachfront villas and only 22 in total, this exclusive enclave offers easy access to white sand beaches, tennis and squash courts, a yoga deck, a lagoon, trails and a clubhouse. We love that the second-home buying process is very accommodating to foreign investors.
THE AGENCY JAMAICA: Unit 15A, 9-11 Phoenix Avenue, Kingston, Jamaica | 876.369.1617
The Turks & Caicos
If you’re craving a private and peaceful getaway, you need not look further than the serene shores of the Turks & Caicos, a tiny British Overseas Territory located southeast of the Bahamas. This eight-island chain is best known as a scuba divers paradise, with a stunning barrier reef and wall. Providenciales, the island known more commonly as Provo, is the most populated island, and here you’ll find luxury villas, resort communities and modern, beachfront condos. Currently under development, the Navah Turks & Caicos will soon be the first kosher resort community in the Caribbean—fulfilling a previously unmet demand in the luxury travel market—and offering a rejuvenating spa, a beach club, a gourmet oceanside restaurant, as well racquet and watersports.
THE AGENCY
Florida
The scenic coastal highway known as 30A hugs Florida’s Emerald Coast, passing through Walton County’s many charming beach towns. With its miles of white sand beaches and azure waters, it’s an increasingly popular second-home destination with plenty of luxe beachfront communities, worldclass golf and amenities, and year-round sunny weather to enjoy. According to vacation home marketplace Pacaso, 67% of properties in Walton County are second homes, with an average price of $1.4 million, earning it a spot on their list of the top 20 vacation home markets of 2024, along with Palm Beach, Nassau and Gulf Counties.
The Agency Sandestin, located within the Sandestin Golf and Beach Resort in Miramar, Florida, opened in late January to serve this community. “Living and working in this region for many years has given me a unique understanding of both the vibrant lifestyle offerings and ins and outs of the luxury market,” said Sara Becnel, The Agency Sandestin’s Manager Partner.
THE AGENCY SANDESTIN: 9300 Emerald Coast Parkway W, Miramar Beach, Florida | 850.267.8100
South Carolina
Both Charleston and Beaufort Counties made Pacaso’s list of the top 20 vacation home destinations in 2024—and for good reason. Part-time and full-time residents enjoy charming coastal living, inviting Southern hospitality and a relaxed lifestyle surrounded by stunning natural beauty.
HILTON HEAD ISLAND & BEAUFORT
Sailing, fishing, and coastal trails are just some of the outdoor adventures near the picturesque town of Beaufort, located just north of Parris Island and an hour north of Hilton Island Island, with easy access to larger cities like Charleston and Savannah. Browse boutique shops or delight in family-owned restaurants, a thriving arts scene, and scenic coastlines known for their marshland beauty. “Beaufort really provides the perfect balance of tranquility and neighborly connection for homebuyers,” said Alison Melton, Managing Partner of The Agency Hilton Head - Beaufort and The Agency Hilton Head. Hilton Head is consistently ranked among the country’s best island destinations, and the region boasts several public marinas, more than 30 golf courses and more than 100 miles of bicycle trails.
THE AGENCY HILTON HEAD: 5790 Guilford Place, Suite 200, Bluffton, SC | 843.706.2024
THE AGENCY HILTON HEAD - BEAUFORT: 204 Carteret Street, Suite 201, Beaufort, SC | 843.706.2024
New York City
According to Pacaso’s list of top 20 vacation home markets in 2024, a full 33% of New York County homes are second homes, with an average home price of $1.9M last year. The borough of Manhattan (though not the entire island) is coextensive with New York County, and it’s no secret that it’s an incredible place to invest in real estate. It’s the most densely populated city in the U.S.—with every conceivable form of attraction and distraction available. It’s the epicenter of art, culture, dining, and entertainment. With a seemingly endless list of iconic places to visit and revisit—why wouldn’t you want to own a second home in the Big Apple? The Agency New York is led by Juliet Clapp, who joined The Agency earlier this year as Senior Vice President & Managing Partner - Northeast
Long Island
A relaxing getaway just 40 minutes from New York City, Long Island’s Gold Coast and North Shore have been luring city residents to the beach for ages. Second-home buyers enjoy the added space, tree-lined streets, spacious lot sizes—and can choose from contemporary condos to stunning estates—all within commuting distance to the city. We recently expanded our footprint in the Empire State with the debut of The Agency North Fork. The brokerage is one of nine New York offices, including locations in Manhattan, Brooklyn, and throughout Long Island, including the Hamptons and Fire Island.
THE AGENCY LONG ISLAND - NORTH FORK: 54655 Main Road Southold, New York, New York | 631.870.0755
AS DEMAND FOR SECOND HOMES CONTINUES TO EVOLVE, PACASO OFFERS A TECHNOLOGY-DRIVEN SOLUTION.
Pacaso Smoothes the Path to Second-Home Ownership
BY MEGHAN THIBAULT
Pacaso is a vacation home marketplace designed to enable fractional or co-ownership for second-home investors. The company curates private residences in premier destinations, with a global portfolio of luxury properties in 40 markets and four countries, including alluring locales like London, Paris, Aspen, Vail, Park City, Cabo San Lucas and La Jolla.
The Pacaso promise: hassle-free ownership with seamless scheduling. The company tends to every detail—from interior design to property maintenance and finances—so you can simply arrive and enjoy the comforts of home.
Why rent when you can build real estate equity? Pacaso clients own a share of their home—from one-eighth to one-half ownership. When the homeowners choose to sell, they capture any appreciation at market value, and their fractional ownership can be placed into the Pacaso pool of properties for buyer consideration.
We spoke to Marnie Blanco, SVP of Industry Relations at Pacaso, to learn about trending markets and what makes a property desirable. She shared that Paris and London are top spots for second-home investment right now, along with Cabo San Lucas. In international destinations, buyers are looking for the seamless ease of Pacaso’s offering. Agents who refer clients to Pacaso earn a typical commission, even if they don’t operate in the market where their client chooses to buy a property.
Here at home, buyers are craving brand new homes within resort communities with on-site amenities they can reach by golf cart, such as a clubhouse, beach club, on-site dining, as well as golf and watersports. Palm Springs, California and Isle of Palms, Kiawah Island and Charleston, South Carolina, are currently sought-after locations for investors looking for fractional second-home ownership.
“We’re excited to partner with Pacaso, as this collaboration perfectly aligns with The Agency’s ethos of offering fresh, forward-thinking solutions for our clients.
Working with like-minded brands that share our commitment to innovation and excellence ensures we can provide exceptional opportunities like this to those seeking their dream vacation home.”
RAINY HAKE AUSTIN | President, The Agency
ARTS DÉCORATIFS
BOLD GEOMETRIC FORMS AND REPEATING PATTERNS
Did Art Deco ever really go out of style? We doubt it. It’s been a little over 100 years since the Arts Décoratifs, from which Art Deco’s name is derived, first burst onto the scene in Paris, and was later popularized in the 1920s in America. Its bold geometric forms, bright colors, and focus on craftsmanship are having a resurgence, and we are here for it.
DÉCORATIFS 2025 DESIGN & IN TERIO R TREND FORECAST
We love this Aquarama headboard built from birds-eye maple with a motherof-pearl inlay. It takes its name from the Riva Aquarama, the gleaming wooden speedboat crafted by famed Italian yachtbuilder Carlo Riva.
EARTHBOUND PALETTES
EARTHBOUND PALETTES
AMPED-UP EARTH TONES AND LUSH TEXTURES
We’re embracing rich, moody and elegant punches of color. Expect them to dominate interior design this year—like deep blues and emerald greens, as well as shades of sienna—ochre, warm orange and jewel-hued yellows.
BOTANICAL BEAUTY
BOTANICAL BEAUTY
INTEGRATED ORGANIC AND OUTDOOR ELEMENTS
Biophilic design is nothing new, but this year, it’s being elevated to the level of living sculpture—with green walls, indoor courtyards, and large-scale plants used as framing elements in interior spaces. Think oversized botanical wall murals in jewel hues, richly floral-patterned area rugs, and inviting upholstered furniture in lush prints.
The AGENCY ART HOUSE
YOUR ADVISOR TO THE WORLD’S FINEST ART
BY MEGHAN THIBAULT
The Agency Art House launched in recent months under the leadership of art dealer and advisor Arushi Kapoor.
A renowned art consultant, she advises a global roster of savvy clients, splitting her time between Miami and Los Angeles, with frequent trips to New York to attend galleries, showings, fairs, and auctions. At 28 years of age, she brings a fresh perspective as one of the youngest art consultants in the industry, providing a litany of expert services to include market research, provenance, authentication, valuation, and collection management.
Most notably, Arushi makes art collecting accessible for every price point and budget. She sources artworks from emerging, mid-career, and blue-chip artists around the world, helping her clients to build a diversified portfolio of alternative assets. Once acquired, she and her team assist with logistics, including installation, insurance, and related financial services.
INVESTING HAS NEVER BEEN MORE BEAUTIFUL
We spoke to Arushi recently to learn how The Agency Art House is being received. “We are making the process of collecting art as an investment more transparent and accessible,” said Arushi, noting that the industry has traditionally been opaque and somewhat closed to newcomers. She informs and educates clients about how to evaluate artworks and comps, and helps them make advised decisions in expanding their portfolio. While building this asset class is the goal, Arushi helps her clients make decisions based on their personal aesthetic and values. To that end, she begins every client relationship with a discovery call to learn about her client’s tastes and style, color preferences, family size and lifestyle, values and financial goals.
From there, Arushi creates a brief and assigns the project to one of The Agency Art House vetted art advisors whom she works with in various markets. Together, they curate a collection of potential purchases according to each client’s budget, goals and aesthetic. Arushi approves every choice, and when the client finally settles on an artwork for their collection, her team helps with its acquisition. She likens the process to a marathon instead of a sprint.
The Agency Art House clients are treated to previews of curated artworks to be shown at major fairs, such as Art Basel Miami Beach, art shows at top galleries and holistic guides to attending them, with recommendations for artworks for purchase, as well as places to stay, restaurants to try, and a curated set of experiences to enjoy.
Like any financial advisor, Arushi builds lifelong relationships with her clients, refining their collection over time as they grow and change, and as their fiscal strategy evolves throughout their lifetime.
“Art and real estate are very similar assets—tangible, scarce, and, when chosen wisely, they appreciate with time,” Arushi noted. A ‘blue-chip’ artwork is like a prime piece of real estate—location matters in property, just as an artist’s market, trajectory, and provenance matter in art. Great works, like great properties, aren’t just investments; they’re statements, passions, and legacies.”
Arushi Kapoor
BEHIND the SCENES
SOME OF THE MOST EYE-OPENING AND COMPELLING MOMENTS OUR TEAM HAD ON SET.
Biggest SURPRISE
“The Next Generation campaign is all about authenticity, movement, and breaking the rules—so the biggest surprises were often ones nobody planned for, and these created the best final shots.”
SHANE
GAZZO, Creative Director
“Everyone was so approachable and real from the start! From their facial expressions to their clothing choices, all our L.A. agents showed up as their true selves, and I loved them for that.”
LAURA ROMERO Regional Marketing Manager, West Coast
Biggest CHALLENGE
“Finding the photoshoot location. Luckily, Halleloo provided their incredible studio in Brooklyn, which really brought the NYC vibe to life!”
KATIE CLEMENTS, Regional Marketing Manager, New York
”We strive for raw, unfiltered moments while ensuring every shot is polished and campaign-worthy—a balance that’s both an art and a challenge. But with an incredible team, the magic comes naturally.”
SHANE GAZZO, Creative Director
Favorite BTS MOMENT
“I loved helping everyone get excited and pumped up about their personal photoshoot. We had music playing and energy was high!”
KATIE CLEMENTS, Regional Marketing Manager, New York
“Seeing our agents’ personalities shine in the videos and photos was so gratifying. Everyone on set brought their most positive, collaborative attitude. I am always impressed with how this team shows up and delivers!”
LAURA
ROMERO Regional Marketing Manager,
West Coast
Behind the scenes of the New York City photo and video shoot. Pictured here: Michael Salore, Amy Cerasuolo, Meghan Marron, Rebecca Malever, Shane Gazzo, and Katie Clements.
