Nile Lundgren on Mindset, Media, and Making It in Luxury Real Estate

In this episode of the Presence Podcast, host Aaron Grushow sits down with Nile Lundgren — top-producing agent, media personality, and star of Netflix’s “Owning Manhattan” — to unpack how he built a brand that commands attention and consistently closes eight-figure deals.

Lundgren shares the full arc of his journey, from sleeping in a Brooklyn basement to walking red carpets, all while dropping hard-earned wisdom on mindset, mentorship, marketing, and mastering media. Whether you’re just getting started or ready to scale, this deep dive into his strategy offers a blueprint for real estate success at the highest level.

The genesis of the market-making mindset

Lundgren moved to New York in 2008 without a plan, crashing in the basement of a friend. He had no job, no credit, and no experience. But when the property’s seller dropped by and asked if he wanted to try renting out a few units, Lundgren didn’t hesitate. His first deal was a $600 apartment that netted him $200. “I was thrilled because, you know, that was a lot of money back in the day,” he said.

Starting his career during the financial crisis had its advantages. “The good news about 2008? I was 22 years old and I didn’t even really understand what the market was,” he said. That youthful oblivion allowed him to focus on doing deals, not stressing over market cycles.

This experience culminated in what Lundgren now calls a defining mindset: “I am the market.” He elaborates, saying “It doesn’t matter if [the market] is up or it’s down. I had a fantastic year last year. I had to get creative, I had to work doubly hard to make half as much, but I still sold $50 million worth of real estate in a down year. And the reason why I did that is because I believe that I am the market maker.”

This isn’t just a motivational tagline. It’s how he navigates a volatile real estate world and continues to sell tens of millions of dollars in property, even when the broader market struggles. “A lot of people say it’s tough out there. If you keep saying that, it becomes your reality,” he said.

Betting on visibility: How Nile Lundgren turned strategy into stardom

Lundgren’s success didn’t happen by accident. Every move, every team switch, every career pivot, was made with intention. He joined Compass at its inception, then left before its IPO to bet on Ryan Serhant’s new brokerage, SERHANT.

“I sacrificed maybe a quarter million dollars to make the bet and joined SERHANT.,” he said. “If I [had taken the] golden handcuffs, then I probably wouldn’t have the opportunities that I have now.”

That opportunity turned into starring on Netflix’s Owning Manhattan. But it wasn’t his first time on screen. Years before, he landed a spot on Bravo’s Camp Getaway (a reality show he candidly admits was “terrible”). He followed it with a guest appearance on Million Dollar Listing and eventually earned his way to Netflix, leveraging every chance to increase his visibility.

Today, fans recognize him everywhere — from New York to Florence — often stopping him for photos. He never says no, always asking for their names and making them feel seen and appreciated. It’s a simple gesture that strengthens his image as warm and approachable. “That’s brand building,” he said.

While Netflix brought fame, Lundgren understood that visibility alone wouldn’t grow his business. Filming with individual apartment owners became increasingly complex and exhausting, prompting a pivotal shift: instead of chasing resales, he focused on securing entire new development projects.

The move streamlined his work: One deal could cover 20 apartments. Now, his media presence isn’t just a bonus; It’s part of the pitch. Developers recognize the value of his built-in audience and media exposure to help raise capital and elevate their projects.

Why your website matters more than your next reel

Despite his viral-worthy marketing and Netflix fame, Lundgren insists that one of the most important things an agent can do is own their digital footprint. “The biggest thing anybody can be doing is a website,” he said.

Lundgren uses Luxury Presence for a polished, scalable online brand, but he still approaches his website like a newsroom. He constantly updates it with new listings, press appearances, and team announcements to maintain SEO relevance. “When you Google my name, that’s what shows up,” he said. “Instagram doesn’t feed into Google, but my blog does.”

With Season 2 of “Owning Manhattan” wrapped, Lundgren is turning his energy toward expanding into South Florida. He recently closed a $4 million sale and a $200,000 per month rental, and he’s hiring agents in both markets to support that growth. He’s also doubling down on new development and a refreshed website to deepen his already dominant online presence. As his business expands and his visibility grows, Lundgren’s focus on a strong digital foundation ensures he’s setting the pace for what’s next.

Build your brand with Luxury Presence

Lundgren never shies away from boldness: “I’m going to be fearless with how I post, fearless with how I negotiate, fearless with how I walk into a pitch,” he said. “Because oftentimes fear stops people from trying. And if you just try, good things end up happening.”

At Luxury Presence, we specialize in helping agents turn bold personal brands into powerhouses, online and off. From elegant websites to data-driven marketing tools, we give you everything you need to command attention and close more deals.