The Kretz family, known for their Netflix reality show L'Agence, has arrived in Spain to shake up the luxury real estate market. Louis Kretz, son of the founding couple, has relocated to Barcelona with his wife, Adriana, to establish the company’s first branch in the country. Operating from their lavish flat on the Rambla de Cataluña – without a physical office – they manage their real estate empire amidst coffee breaks and the meowing of their two cats. At the same time, they continue to develop their reality show, often likening it to that of Kim Kardashian and her family. “Everything is easier when we draw from both worlds – the family world and the reality world,” says Louis in an interview with idealista/news, while his cats supervise the proceedings.
This family venture is no ordinary real estate company; it is a 100% digital proptech firm where Instagram plays a crucial role. “One in ten sales is closed on Instagram,” says Louis, who also serves as the face of the business on social media. With his iPhone in hand, he takes charge of capturing properties and conducting photo shoots for the popular Reels they publish. “Our Instagram account acts as a showcase but the Netflix series has provided us with incredible exposure,” Kretz adds, clearly recognising the impact of television.
A compact team and a focus on quality
The team in Spain, operating under the name Kretz Family Real Estate, is small but strategically positioned, with ten agents in Barcelona, Madrid, Marbella and Málaga. While they do not yet have the client base of giants like Engel & Völkers or local competitors such as Lucas Fox, they are experiencing rapid growth due to their personalised approach.
In France, their average sale price is €2 million, while in Spain, they are still exploring the market. “We can’t cite an average here just yet, but we are very pleased with our first 15 sales,” says Louis. In just one year, they have achieved nearly €1 million in turnover, all from the comfort of their home in Barcelona.
The story of the Kretz family has almost cinematic elements. Olivier and Sandrine Kretz, Louis's parents, stumbled into real estate by chance. After purchasing a family house, they divided it and sold parts, discovering a natural talent for property transactions. Sandrine, then a teacher at an elite school, received her first sales mandates from the mothers of her pupils and neighbours in one of the most affluent suburbs of Paris. Now, nearly two decades later, her business has expanded to 100 agents in France, with international growth progressing steadily.
A real estate agency, but also a united family
The Netflix series, now in its fourth season and soon to be renewed for a fifth, highlights the family dynamics within the business, with Louis working closely alongside his two brothers. Although they appear highly competitive on screen, Louis insists that working with family is not difficult for him. “I had been in the industry for six years before joining the family business, so it felt natural,” he says, downplaying the on-screen drama.
Louis fondly recalls his first sale with Kretz: a 100 m² flat near his agency, for €1.3 million. Since then, the business has prioritised quality over quantity. “We don’t sell to just anyone; we take the time to understand the buyer and ensure the property is the right fit. It’s about building a long-term relationship,” he explains.
In fact, it typically takes clients around a year to find their ideal home with Kretz, underscoring the level of demand and dedication the company invests in each transaction.
Reality show and real life: subtle differences
While the reality show portrays the Kretz family's life as a real estate fairy tale, Louis acknowledges that things are not as simple as they appear. “On the show, everything seems quicker and easier, but in reality, there are countless phone calls, meetings and planning behind every sale.”
Nevertheless, the visibility the show has provided has given them a significant advantage. “Clients already know how we operate before they meet us, and that helps us a lot,” he says with a smile.
Spain has quickly emerged as the second most profitable country for Kretz, after France. Although the company has sold properties in New York, London and other major cities, Louis has been pleasantly surprised by the ease of doing business in Spain compared to France.
In France, a sale can take up to 12 months, whereas in Spain, everything can often be resolved in just two. Additionally, collaboration between agencies in Spain is much smoother, facilitating transactions.
However, it’s not all work and no play for the Kretz family in Spain. Louis and Adriana are thrilled with their new life in Barcelona and have no intention of leaving. “We love the team we’ve built here, and we’re not going back to France,” says Louis.
For the moment, they have no plans to open additional offices in Spain. Their digital model enables them to work from anywhere in the world with just an iPhone and a MacBook. “We don’t need anything more than that to continue doing business,” concludes Louis, making it clear that the Kretz family is poised to conquer the Spanish market in their own unique style.