The residential brokerages in Manhattan with the most followers on Instagram – ever more crucial to reaching clients and getting the word out about sales and rentals these days – are, perhaps unsurprisingly, linked to two reality stars.
Serhant, founded by star broker Ryan Serhant of Bravo and Netflix fame, takes the top spot, with 546,000 followers, according to an analysis by The Real Deal of the social media followings of the borough’s top residential brokerages by deal volume.
Serhant rose to prominence on Bravo’s “Million Dollar Listing New York.” The broker, who has some 2.5 million followers of his own, also starred in Netflix’s “Owning Manhattan”, which premiered in 2024 and has a second season on the way. The eponymous firm launched in 2018 and is now in seven states across the country.
Following close behind is The Agency, founded by veteran Los Angeles luxury broker Mauricio Umansky. On Instagram, his firm has 507,000 followers, though Umansky himself has around 816,000.
The Agency originated in California but broke into the Big Apple in 2022 with its acquisition of Triplemint. Umansky, who has appeared on Bravo’s “Real Housewives of Beverly Hills” with his estranged wife Kyle Richards, starred in Netflix’s “Buying Beverly Hills,” which was canceled after two seasons. The Agency has more than 130 offices in over 13 countries.
With 494,000 followers on Instagram, Sotheby’s International Realty gets the bronze medal for largest following among the top Manhattan brokerages.
The Corcoran Group, which ranked first in The Real Deal’s 2025 brokerage ranking in terms of deal volume, came in eighth, with 185,000 followers on its Instagram page.
Compass’s deal volume ranks them second in Manhattan this year, though 220,000 Instagram followers place the firm seventh among the brokerage followings in the borough.
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