Why US celebrity real estate agent Mauricio Umansky has his eyes on Australian property
"At my core, I'm a good salesperson because I love being an advisor to my clients," says Mauricio Umansky. Pic: Supplied
Selling property is his greatest passion, and ahead of his appearance at the Australian Real Estate Conference (AREC 25), he shared his property journey and why Australian property is on his radar.
What drew you to real estate?
I actually got my start in the textile business, working with my father. And I learned early on some hard lessons, including the value of a cent and the fundamentals of business-inventory, customer service, supply chains, and even failure.
Eventually, I realised I had a passion for something more personal: helping people find their dream homes. When I started taking real estate classes, I fell in love with the industry and its infinite possibilities.
At my core, I'm a good salesperson because I love being an advisor to my clients. Whether it be fabric or real estate, I think there are skills and characteristics of a person that earns the trust of a client. This is applicable in other industries; real estate has just been the one in which I've found success.
You sell some of the most expensive houses in the world, but what can someone selling a property at a much lower price learn from you?
Whether you're selling a $US300,000 condo or a $US30 million estate, selling real estate is all about delivering an exceptional experience. In fact, one of our mottos at The Agency is "luxury is an experience, not a price point."
It's about how you show up for your clients. Every home is someone's most valuable asset, and when you approach every transaction with the same level of care, effort, and professionalism, you build a business with longevity.
'People remember how you made them feel, not what you sold' is a motto of Umansky. Pic: SUpplied
People remember how you made them feel, not what you sold.
It is also important to be a true expert of your market, inventory and region. Knowledge and relationships have been the cornerstone of my business and, regardless of where an agent is at this point, these two factors are essential to growing a business at any level.
You've sold some incredible houses, but what has been the most memorable sale for you?
One that stands out is the sale of Prince's former home. Walking into that house, you could feel the energy. The acoustics were out of this world, every corner of that property had a story. Selling that home for me was about honouring the legacy of an icon.
You are known as a disruptor in the real estate business. What frustrated you most about the traditional model and how did you take a different approach?
I wanted to give back to an industry that gave me everything. I started The Agency with a goal for disrupting the industry. We founded The Agency with a key focus on collaboration, transparency, and culture. And to this day, I believe there's always room for innovation, whether that's in marketing, technology, or your team.
If we're not evolving, we're falling behind. Disruption is part of our DNA and I feel there is still a lot of room for growth and disruption. This is something I am very passionate about for the greater industry right now.
One of Mauricio's current listings is this 11-bed, 18-bath ski chalet is the US resort town of Vail, which has a $US78 million price tag. Pic: Supplied
What do you think unsuccessful real estate agents do wrong?
They underestimate the hustle. Real estate isn't a part-time job it's a full-time commitment with overtime hours. You have to treat it like a business and invest the time.
It's not just about showing homes; it's about building relationships, staying consistent, and doing the work even when no one is watching. You get what you put in.
Can you remember the first property that you sold?
My first sale was a small condo in the Valley, around $US200,000. I remember that adrenaline rush-it was all so new, but I was hungry. Fast forward to today, I recently sold a $US22.5M property in Brentwood (Los Angeles).
At the end of the day, the same principles apply. You need to listen to your client, know your market, and never stop learning.
Tell us about your biggest professional setback-and how did you conquer it?
Early on, I lost a big listing I thought I had in the bag. I was crushed. But it taught me humility and the importance of over-preparation. I doubled down on my work ethic, studied more, and followed up harder.
That setback fueled my drive and helped shape the way I lead today and how I continue to ensure I am a true expert and advisor for the regions I represent.
What is your view of the Australian luxury market?
Australia is an incredibly exciting market. The luxury real estate scene is growing fast, with international interest surging. I see a strong appetite for lifestyle-driven properties.
It reminds me of LA in some ways: beachfront appeal, city-meets-coastal living, and a strong global clientele.
There's huge potential for collaboration and expansion. Plus, I'd LOVE to expand our Agency into Australia in the future!
Mauricio Umansky will appear as a speaker at the Australian Real Estate Conference (AREC) 25 at the Gold Coast Convention and Exhibition Centre on SUnday May 25 and Monday May 26.
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