This week, our Luxury Presence Panel hosted a lively conversation with one of New York’s most recognizable agents, Nile Lundgren. True to form, Lundgren arrived ready to entertain, teach, and drop some serious wisdom.
From the moment he threw on the oversized hat he found in the conference room, he reminded everyone of his golden rule: Capture attention first. As he put it, “You’ve got to hook the people in to get them to come and to watch.”
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Life after Netflix
Lundgren was candid about how being on a global Netflix show shifted his day-to-day. “I am certainly being recognized a lot more in the subway, on the streets, walking into high-rise buildings. The doormen know me.” But the attention has been meaningful for business, too. He shared the story of a buyer who saw him on TV, cold emailed him with “10 million cash to spend,” and ultimately closed a $13.1 million deal.
He is also attracting developers who want their buildings associated with the visibility his name and the show bring. As Lundgren put it, “Capturing attention is the name of the game.”
Building a brand before the spotlight
Long before the cameras rolled, Lundgren built his own foundation. In his early days of rentals and Craigslist photos, he leaned into one major advantage: His name. “I bought the domain nilelundgren.com” and began self-publishing consistently to give Google something to latch onto.
That discipline shaped his entire philosophy, that each phase becomes its own evolution. “Every year of your life should be a new album cover.” The hook, the voice, the style all get refreshed.
Creating content like a producer
Lundgren’s biggest shift came from learning production. Being on television taught him to think like a creator with intention. “Creating content is very hard. Documenting what you’re doing is very easy.”
But documenting still requires strategy. He thinks about the final cut before he even hits record. Angles, lines, pacing, retention. “I am a producer who also creates the content.”
And the hook matters. Instead of standard intros, he opens loops. His example: “If Portofino packed its bags and moved to Miami, this is where it would live.”
Letting personality lead
Lundgren’s signature confidence comes from embracing imperfection. “You have to be willing to make fun of yourself a little bit.” People connect with personality, not polish. Whether he is wearing a huge hat or hanging his feet off a townhouse balcony, the goal is to stop the scroll.
He encourages agents to stop worrying about what others think. “People are going to love you. They are going to hate you. It is going to be 50/50.” The mission matters more.
On camera, off camera, and the reality of today
When asked what to say to agents who feel uncomfortable on camera, Lundgren kept it real: “If you’re not on the internet, you don’t exist.” His advice is to practice relentlessly. He spent years studying his own expressions, filming thousands of clips, and treating it like a craft. “This is calculated. This is by design.”
Turning attention into real relationships
For Lundgren, content is the opener, but systems close the loop. His newsletter goes out to 30,000 contacts every month and directs readers to blog posts on his Luxury Presence website. “No matter where you go, you cannot get away from the ‘Contact Nile button.’” Intentional funnels, tagging, and automation help him identify the warmest buyers and bring them into real conversations.
Ready to elevate your brand like Lundgren?
Lundgren’s biggest lesson for agents looking to grow: Take creative risks, refine your voice, and stay laser focused. “If you muster up the courage, it is totally worth it.”
Luxury Presence gives agents the websites, content systems, and marketing tools that turn attention into appointments. If you are ready to build a standout brand and attract clients at scale, we’d love to chat.
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