You’ve seen the high kicks. You’ve seen the colorful socks. If you’ve flipped through Bravo at any point in the last decade, you probably think you know exactly how Fredrik Eklund real estate deals go down. It’s all champagne toasts and dramatic phone calls on street corners, right? Well, kinda. But also, not really at all.
Actually, the "Million Dollar Listing" persona is just a tiny, polished sliver of a much more complex machine.
While the world was busy watching him bicker with Ryan Serhant on TV, Eklund was quietly—and sometimes loudly—building a "Golden Triangle" that connects New York, Los Angeles, and Miami. He didn't just stay a TV character. He turned himself into a massive infrastructure for high-end developers. Honestly, the most interesting thing about his career isn't the celebrity clients like Jennifer Lopez or Sarah Jessica Parker. It's how he moved from being a guy selling apartments to a guy who tells billionaires what kind of faucets to put in their buildings four years before they're even built.
The Evolution Beyond the High Kick
Most people still associate Eklund with New York City penthouses. That’s fair—he did spend years as the "King of New York." But if you look at where he is right now in 2026, his focus has shifted south and west. He’s not just a broker anymore; he’s a development consultant.
The Eklund | Gomes Team at Douglas Elliman is basically a behemoth now. We're talking about a team of roughly 100 agents doing over $4 billion in annual transactions. That’s a staggering number. They aren't just waiting for someone to list a condo. They are currently managing a pipeline of dozens of new development projects across Florida and New York.
Why Miami Became the New Frontier
A few years ago, Fredrik moved his family to Miami. People thought it was just a lifestyle choice—sunshine, pools, the whole vibe. But it was a calculated business move. He saw the "renaissance" of Miami before the prices truly went nuclear.
Take the Waldorf Astoria Residences Miami, for example. It’s set to be the tallest residential building south of Manhattan. Eklund isn’t just the guy on the brochure. He’s been deeply involved in the unit mix, the floor plans, and the interior design. He’s famously said that for certain projects, he sits in every single design meeting because he wants to ensure the "DNA" of the building matches what ultra-high-net-worth buyers actually want.
He’s betting big on "branded residences." In his view, a building doesn't just need a good address; it needs a soul. Or at least a very expensive logo attached to it.
Digital-First and AI: The New Playbook
If you think Eklund is still relying on old-school open houses, you’re missing the shift. He’s obsessed with "digital-first" marketing.
Recently, he partnered with an AI-tech firm called Infinite Creator. The goal? To use AI for predictive lead engagement and automated, high-end property videos. He’s trying to bridge the gap between human intuition and machine efficiency. It’s a bit of a gamble—real estate is a "people business," after all—but Eklund has always been an early adopter.
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Remember the "Star Wars" themed video he did for a $32 million Beverly Hills estate? It seemed cheesy to some, but it got 16,000 views in a heartbeat during a time when nobody could do in-person showings. He understands that attention is the most valuable currency in Fredrik Eklund real estate.
- Social Media Impact: With over 1.4 million followers, he can bypass traditional portals like Zillow.
- The Reach: When he posts a listing, it’s not just seen by local buyers; it’s seen by investors in London, Dubai, and Singapore instantly.
- The Conversion: Short-form video content has been shown to boost buyer interest by over 40% in the luxury sector.
What Most People Get Wrong About the Business
Here is the truth: being a "celebrity broker" is actually a double-edged sword.
Some serious developers are wary of the "reality TV" stigma. They worry it’s all flash and no substance. Eklund has had to work twice as hard to prove he’s more than just a guy who does yoga on camera. He’s had to show he understands absorption rates, construction costs, and tax implications.
And it's not all wins. Not every project sells out in a weekend. The ultra-luxury market is fickle. A shift in interest rates or a change in tax laws can stall a $100 million project for years. But he’s built a team—led by CEO Julia Spillman—that handles the "boring" stuff like operations and recruitment so he can stay the face of the brand.
The Expansion Into Texas and Tennessee
You might be surprised to hear that the team is now making moves in Nashville and Austin. Why? Because the "Golden Triangle" is expanding. Wealthy buyers from California and New York are flocking to these cities for the tax benefits and the lifestyle.
Fredrik is currently getting licensed in Tennessee. It’s a sign that the luxury market is no longer just a coastal game. If you want to stay at the top of Fredrik Eklund real estate, you have to follow the money, even if it leads you to a market you never expected.
Practical Insights for the High-End Market
If you're looking to play in this world—whether as an agent or an investor—there are a few takeaways from the Eklund model that actually matter.
First, forget the "lone wolf" mentality. The Eklund | Gomes success is built on a massive support system. You need specialists for marketing, specialists for contracts, and specialists for "hand-holding" the clients.
Second, visibility is everything. In 2026, if a property isn't "shareable," it’s invisible. You need cinematic storytelling. You need to sell a life, not just square footage.
Lastly, don't be afraid to pivot. Fredrik went from Internet entrepreneur to investment banker to New York broker to Miami developer. He’s not married to one city or one way of doing things. He’s married to the process of selling.
Next Steps for Your Real Estate Strategy
- Audit Your Visuals: If your property listings don't include high-production video or 3D tours, you're already behind the curve.
- Look Toward Emerging Markets: Keep an eye on the "secondary" luxury hubs like Nashville or Palm Springs; the growth there is often more aggressive than in established markets.
- Build a Team, Not Just a Career: You can't scale a multi-billion dollar business by yourself. Find a "Julia Spillman" to run the operations while you handle the clients.
The world of high-stakes property is changing fast. The high kicks might be what gets people to look, but the data-driven, expansion-heavy strategy is what keeps the Eklund machine running. It’s less about the "reality" you see on TV and more about the relentless expansion into every corner of the luxury world.
Think about your own market. Are you still selling the way people did five years ago? If so, it might be time for a change. Because the competition isn't just the guy across the street anymore—it's the global teams with 100 agents and an AI-driven marketing engine.
To stay competitive, start by focusing on your digital footprint. Your next big buyer is likely scrolling through their phone right now, looking for something that feels like an experience, not just an asset. Make sure you're the one providing it.