1851

When <a href="https://www.linkedin.com/in/mauricio-umansky-b9505244/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-the-agency-is-changing-the-real-estate-brokerage-game-2716334" target="_blank" rel="nofollow">Mauricio Umansky</a> started <a href="https://www.theagencyre.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-the-agency-is-changing-the-real-estate-brokerage-game-2716334" target="_blank" rel="nofollow">The Agency</a> real estate brokerage back in 2011, he didn’t really have much to prove.&nbsp;He was already one of the top real estate agents in the country, focusing on ultra-expensive luxury properties in California. He was a dad to three girls and married to <a href="https://en.wikipedia.org/wiki/Kyle_Richards?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-the-agency-is-changing-the-real-estate-brokerage-game-2716334" target="_blank" rel="nofollow">Kyle Richards</a>, a “Real Housewife of Beverly Hills.” Life was good.&nbsp;But Umansky looked at the status quo of real estate sales and didn’t like what he saw. He knew there was a gap in the market. “Nobody was taking advantage of the technological advances that were happening in real estate,” he said. So he left a secure gig at ultra-exclusive L.A. brokerage Hilton &amp; Hybrid to start The Agency.&nbsp;The move paid off. Today, with a mix of franchised and corporately owned locations, The Agency has grown to 42 locations with more than 600 agents throughout the United States, Canada, Mexico and the Caribbean.&nbsp;&nbsp;&nbsp;1851 Franchise caught up with Umansky, who serves as The Agency’s CEO, to talk about why he started his brand, what it takes to scale a luxury brand and what the future holds for high-end markets.<h4>1851 Franchise: What was your motivation to start The Agency in 2011?&nbsp;</h4>Mauricio Umansky: Oh, my gosh. The motivation was that I just felt there was an opportunity for something better. I felt that all of the brokerage firms back then were just kind of archaic. There was nobody really trying to innovate. Nobody was taking advantage of the technological advances that were happening. There were just a whole bunch of individuals working under a brokerage but nobody really collaborating. It was a complete lack of culture. It became a very cutthroat business. That’s where The Agency’s rule number one comes from — No Assholes.<h4>1851: Did starting a real estate business in the middle of a housing crisis cause you any sleepless nights?&nbsp;</h4>Umansky: My grandfather always taught me that anytime there's a recession,&nbsp; be a contrarian. Luckily for us, we kind of timed it right … even though we didn't plan on timing it right. We knew we were opening at the end of the recession; we just didn't know if it was going to be another year or two years or three years. Quite honestly, just as we opened, it felt like the recession ended. And so from my perspective, it was a little bit of luck, which we all needed.<h4>1851: What was at stake for you personally and professionally?</h4>Umansky: There were tremendous risks and there was a lot at stake. I was leaving a very stable, amazing company, Hilton &amp; Hyland, one of the leaders in the industry. I was leaving a very stable situation where I became the number seven agent in the country and the number one in California. I had a very steady income and a very steady situation. So giving that up to start something new was tremendously risky.<h4>1851: Where did you find the balls to do it?</h4>Umansky: Well, my wife and I felt that we were onto something. Sometimes in life, you have to take a risk. I'm an entrepreneur by heart, and I'm born with those balls. I'm a competitive guy, and I have no problem taking risks.<h4>1851: Let’s talk about the luxury market over the past year or so. I imagine it's gone as crazy as everything else. Is that your perception?</h4>Umansky: Without question. There's a lot of wealth in the country. There's a lot of cash out there, and wealthy people have been buying second homes, third homes. There's been a tremendous amount of buyer need in the areas where people now want vacation homes because people no longer need to live full time in the city, and now they’re looking in suburban and rural areas. You're seeing markets like Montana, Colorado, Aspen, Palm Springs and Park City just explode with high-end luxury sales.&nbsp;<h4>1851: As The Agency pursues scaling through franchising, how do you maintain your culture and brand values?</h4>Umansky: The most important thing is picking people. That's the key. Obviously, you're going to have brand guidelines and brand strategy. But at the end of the key is to pick the right partners and the right people that understand your culture, understand your brand and understand what a luxury boutique is all about. It's really about being patient and picking the right people.<h4>1851: How does being patient affect your ability to grow your brand?</h4>Umansky: To outsiders, it seems like we’ve been growing extremely fast. From our perspective, we actually could have grown a lot faster if we wanted. We probably could have had 60-70 offices by now. But we're very picky, so it's all about picking people.&nbsp;<h4>1851: There's talk of agents becoming obsolete, thanks to the Redfins of the world. What’s your take on the iBuyer phenomenon?</h4>Umansky: Impossible! It will definitely not happen. Once you get into a city or a neighborhood, you need to understand it. Where do I want to live in Miami? Where do I want to live in Los Angeles? In Palm Springs, what's the difference between the <a href="https://www.hideawaygolfclub.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-the-agency-is-changing-the-real-estate-brokerage-game-2716334" target="_blank" rel="nofollow">Hideaway Golf Club</a>, <a href="http://www.vintageclubsales.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-the-agency-is-changing-the-real-estate-brokerage-game-2716334" target="_blank" rel="nofollow">The Vintage Club</a>, the <a href="https://www.traditiongc.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-the-agency-is-changing-the-real-estate-brokerage-game-2716334" target="_blank" rel="nofollow">Tradition Country Club</a>? The only way to get that information and understand that is through your real estate broker.

How The Agency Is Changing the Real Estate Brokerage Game

1851 Franchise

And why founder and CEO Mauricio Umansky of the growing real estate franchise says iBuying won’t replace the human touch any time soon.

how-the-agency-is-changing-the-real-estate-brokerage-game

Mosquito Squad Plus

How This Marine Corps Veteran Found Freedom and Purpose With Mosquito Squad

how-this-marine-corps-veteran-found-freedom-and-purpose-with-mosquito-squad

Spadea Lignana Franchise Attorneys

How The DeFelice Brothers Turned a $10,000 Loan Into an Award-Winning Franchise With Help From Spadea Lignana

how-the-defelice-brothers-turned-a-10000-loan-into-an-award-winning-franchise-with-help-from-spadea-lignana

Caring Transitions

How This Gilbert Entrepreneur Found Purpose Helping Families Through Life’s Transitions

how-this-gilbert-entrepreneur-found-purpose-helping-families-through-lifes-transitions

USA Ninja Challenge

Where Passion Meets Purpose: USA Ninja Challenge Gives Franchisees the Power to Change Lives

where-passion-meets-purpose-usa-ninja-challenge-gives-franchisees-the-power-to-change-lives

SweatHouz

From Finance to Wellness: Natalie Siewers’ Path to Leading SweatHouz in Northern Virginia

sweathouz-franchise-northern-virginia-natalie-siewers

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Thursday 1851 Franchise Agg - NASAA’s Noncompete Push

NASAA’s Noncompete Push Puts Franchise Growth on Uncertain Ground

franchise-noncompete-nasaa-advisory-reasonableness-standard

How a Steady Economy Could Help Franchisors Plan Their Next Move

how-a-steady-economy-could-help-franchisors-plan-their-next-move

Bed Bath & Beyond - Franchise Expansion - Retail Strategy - 1851 Franchise

Bed Bath & Beyond Launches Franchise Model as Part of Comeback Strategy

bed-bath-beyond-franchise-expansion-retail-strategy

Senior Entrepreneurship - Franchising - 1851 Franchise

Senior Entrepreneurship Is Rising — And Franchising Is a Key Outlet

senior-entrepreneurship-franchising-silver-startups

U.S. Government Shutdown - Impact on Franchises - 1851 Franchise

Government Shutdown Stalls SBA Loans: How the Shutdown Could Impact Franchises

government-shutdown-impacts-sba-loans-tourism-franchises

image  of Happinest franchise collection and all their brands that work together. 

The Happinest Advantage: A Marketing Partner Invested in Your Bottom Line

happinest-franchise-marketing-strategy

Ty McBride on Turning Preservan Into a Franchise: No Shortcuts, Just Persistence

ty-mcbride-on-turning-preservan-into-a-franchise-no-shortcuts-just-persistence

A Practical Playbook: Who To Call First When Franchising Your Business

franchising-your-business-who-to-call-first

1851 Franchise Coffee & Analytics image with blue background and photo of Nick Powills

The Franchise Broker Slowdown — How Did We Get Here?

the-franchise-broker-slowdown

NJCAR v. Ford - New Jersey Supreme Court Limits Standing Under Franchise Practices Act

New Jersey Supreme Court Limits Standing Under Franchise Practices Act

new-jersey-franchise-practices-act-njcar-v-ford

image of franchise deep dive from 1851 franchise on doody calls franchise authority brands

DoodyCalls Franchise Costs, Fees, Profit and Data for 2025

doodycalls-franchise-deep-dive

Power Eats: Smoothie King Rolls Out Food Nationwide To Fuel Franchise Growth

smoothie-king-food-menu-power-eats

1851 Franchisee Spotlight graphic with photo of Barb Volk and KidStrong logo

Why This Orangetheory Fitness Franchise Owner Is Developing KidStrong Franchises

kidstrong-franchise-owner-barb-volk-2025

Top Early Childhood Education and Child Care Franchises for 2025 - 1851 Franchise

Top Early Childhood Education and Child Care Franchises for 2025

early-childhood-education-child-care-franchises

Top Enrichment and Supplemental Education Franchises for 2025

top-enrichment-supplemental-education-franchises

How The Agency Is Changing the Real Estate Brokerage Game

MORE STORIES LIKE THIS