Madison Sutton is more commonly known as “The NYC Agent” to her more than 150,000 followers across her many social media channels. Madison’s unique way of marketing real estate sets a new standard for how real estate is being sold. She has been featured on Bloomberg, CNN, FOX Business, and many other media channels, where she shares her secrets on how to use social media to create leads and ultimately sell real estate.

Originally from Atlanta, Madison made the full-time move to the Big Apple 4 years ago after being back and forth from NYC and LA.  “I think everyone should live in NYC for a year. It humbles you. There’s a magic in the air, it is electric.”

Madison recently made headlines when she announced that she was leaving Brown Harris Stevens (BHS) to join Serhant. Just 3 weeks after Bess Freedman, the CEO of BHS, publicly scolded Ryan Serhant and blasted the real estate reality shows which made Serhant famous.

Your move to Serhant recently made headlines – what was the straw that broke the camel’s back for you to make the move?

It did! I was constantly asked “ Why not Serhant?” whenever I’d meet agents. It was all timing, at the Rebny gala I met Sean McPeak (my new team leader) and Jordan March. The synergies were all there and they really wanted me to meet Ryan – who by the way is one of the nicest people I’ve ever met. A little-known fact about myself is I specialize in building out systems and workflows in the backend. Implementing new tech in our industry is a passion of mine. What really sealed the deal for me was a 10-minute call scheduled with Serhant’s CTO, Ryan Coyne aka “Coyne”, that ten-minute call lasted two hours. We discussed real estate, but we really talked about life. The man is brilliant, like beyond comprehension. Immediately, it felt like home. My life changed that instant – I found support, innovation, and family.

At what age did you begin to discover that your path will be in real estate?

I grew up with HGTV always on – always. My mother is a prosecutor turned interior decorator – she’s been on HGTV a few times herself. Ironically, this is all completely unrelated! I just fell into it when I moved to NYC, I was doing some work in the blockchain space, and I needed more. I think there’s an assumption that I was just a nature, which wasn’t the case. There’s an unspoken learning curve, which I was not prepared for in the slightest. I questioned the decision more than I’d like to admit – until I found TikTok.

Were you actively creating social media content prior to working in real estate? 

I wasn’t! I didn’t even have a TikTok before I started posting real estate content. My videos were so bad, it’s painful to watch, you know when you hear a recording of yourself and think “My God, do I sound like that? Is that what everyone is hearing?”. Luckily, I got some practice and I’d like to think I’m pretty okay with it.

What is a deal you did in the last year that makes you super proud?

It’s hard to pinpoint one deal, everything was moving so quickly. I’d work 14 -16-hour days to the point where I couldn’t walk. Really, I have the most amazing clients who make every (occasionally painful) step worth it.

What do you believe is your biggest strength as an entrepreneur?

I really love the way I process problems. I grew up an athlete and wasn’t considered creative. Anytime I didn’t immediately excel with something related to the arts it was chalked up to “Don’t worry about it – you’re an athlete!” Luckily, as a young adult I realized that I was a creative – my medium was problem-solving.

Do you focus on any specific neighborhood, asset class or other niche?

I’m all things NYC all the time. I do love launching projects – big and small. One of my favorite things to do is create a strong marketing plan. Show sheets? No, show books, with neighborhood guides and partnerships with local restaurants and businesses. It’s one of my favorite things about being on the McPeak team – We go all in, every time.

What is the biggest challenge you see buyers in NYC facing?

I think it’s knowledge based. We’re in an economic time we haven’t seen before. Pandemic, recession and God knows what else. Rates are also a huge topic right now, I have a great mortgage guy, he got my client a 3.8 last week for a 30 year, and it wasn’t with anything special. It’s crucial to have an agent who knows you and your situation. Get an agent who’s willing to curate the experience for you, not someone looking for a quick check.

Who has been your biggest inspiration?

My parents. My parents are the kindest people on this planet. I’m one of 6 kids, 5 of which were adopted. I had an untraditional upbringing. Although both of my parents are very educated, they never pushed anything on me. I’m a proud college dropout – shout out to FIU.

I also must acknowledge that I have the most incredible friend group. Never in my life could I imagine being so loved and supported. I met my best friend Delsa, on Bumble BFF, and she’s truly my rock.

What is the biggest lesson you learned from a mistake?

That’s a tough one, it’s not that I don’t make mistakes, believe me I’ve had my fair share. It’s more so that I look at the bigger picture. What did I learn from it? Did this lesson prevent me from making additional mistakes? The one I can pinpoint relating to creating content is – don’t be too hard on yourself. Really! You’re going to get better; a video will never be 100% perfect but if its .0005% better than your last you’re moving forward.

What is the best piece of advice you received?

Curating relationships and time management are two of the biggest skillsets you can have. People remember how you made them feel more than the actual action itself. If we’re talking dating, then it’s from my Oma – you don’t meet unless you eat.

Tell us what a typical day in your life looks like

Every day is different, that’s the beauty of it. My morning routine is important to me. I naturally wake up around 4:30/5:00 am and that time is all about me.

Which book had the greatest impact on your life?

Easily, “101 Essay’s that will change the way you think“. I won’t spoil it.

What are some design and feature trends you see forward thinking developers implementing?

I’m talking to a few at the moment, all found me from socials, wild right? I’m seeing a massive shift in marketing strategy to curate a community. I’d tell you more, but I have to have some secrets in my pocket.

How do you think the market will change in the coming months?

If only I could look into my crystal ball, but I’m bullish. I don’t love making predictions, all I’ve known in my career are uncertain times.  I think we’ll see a shift in a younger first-time home buyers. They keep saying “NYC is dead” but I’ve never seen the city more alive.

Has social media directly generated business for you?

I got my first exclusive building on my 24th birthday! Of course, they found me on TikTok, I popped up on their feed.

Can you share some tips or tricks for growing your business on social media?

So, I started a social media agency for real estate professionals – Off Market Media. If you have the means to do so (and you’re serious about this ) – delegate! Social media is a job, don’t frustrate yourself trying to learn every tip and trick if it’s not something you genuinely enjoy.

What is your favorite social media platform?

To no surprise, TikTok! The algorithm is insane and hyper localized. A vast majority of content can be reused for multiple platforms. So don’t do all this work and let it go to waste! Create a system, a checklist, and post your content to multiple platforms. It only takes one person to see it and boom – that could be a $50,000 post.

Biggest social media mistake agents are oblivious to?

Bad content – meaning filler content – is worse than no content. Your headshot on a listing photo isn’t engaging. It’s lazy and outdated. I want to stress that your content doesn’t need to be perfect, it just needs to be you. You are more than your business,  you are your brand.

How is the market now in NYC? Are you seeing more local or out of town buyers?

It’s a good mix! My clientele is all over the place, from sellers wanting an upgrade, to parents who’ve seen my videos shared. I am noticing a good amount from out of state.

Do you have a favorite property currently on the market?

I have the coolest listing Upper Westside (135 W 70th St 8E) , I’ll let the video speak for itself.

What is your definition of success?

Success for me is a lack of regrets, I want to know I did everything possible to not only get my client the best possible outcome but curate a enjoyable experience.

Is there a non-profit or cause that you are involved in? 

I love Rescue Dogs Rock; I have two pups here in the city ( Senator and Alley). Alley was a foster fail, she’s my best friend.

Name an agent you closed a deal with that inspired you.

We have a few in the works right now – fingers crossed. I have to go back to my team on this one. We’re more than a real estate team, these guys are truly some of my best friends. Sean McPeak is an incredible leader and innovator in the industry. Jordan March is all about the hustle and a shark – don’t let him fool you, he does have a soft spot. Jorge Sariego has an abundance of knowledge. Jamin Chia Ming Lin is all about influencer marketing and one of the most connected people in the space. Chris Gillis – always smiling and continuously crushing it. Plus, Noah Kollar, the glue that holds us together, a wildly intelligent guy and incredible friend. Every day they push and inspire me. I couldn’t be happier.

Top 3 places to take friends or clients that are new to NYC?

I spend more time at Kava Social (120 Bedford Ave – Williamsburg, BK) than I do at my own apartment. It’s a female-owned Kava lounge, an incredible place to work from. The crowd is phenomenal.

The other two “go to”s are The Cabin ( 205 E 4th Street – East Village), a cabin-themed tapas restaurant with an incredible happy hour, and The Saint ( 107 Second Ave – East Village), which is a brand-new restaurant and lounge. It is by far the most thoughtfully designed restaurant I’ve seen in NYC. It’s absolutely stunning. I’ve never seen anything like it.

 

 

Connect with Madison!

TikTok: @thenycagent

Instagram: @thenycagent_