- Tomer Fridman is a celebrity real estate agent in Los Angeles and co-founder of The Fridman Group.
- His team has generated $ 3 billion in career sales and has represented clients like the Kardashians.
- They typically work 17 hours a day selling homes in Los Angeles, Europe, Asia, and the Middle East.
Tomer Fridman, 45, was an entertainment lawyer who worked at Warner Bros. Studios before entering the real estate world in 2006. His inspiration was his mother, Isidora, who had worked in real estate for over 30 years and had a business and clientele.
Fridman began selling in smaller, celebrity-filled areas such as Calabasas and Hidden Hills, Calif., Which allowed him to forge close relationships with high-profile clients. Britney Spears was his first celebrity sale, which he landed when she visited some of his ads.
“Because it’s such a small community, I had more access to it,” Fridman told Insider. “About 15 years ago, today’s celebrities were just starting to launch their careers. I ended up connecting with them and everything they experience personally. As a former resident of Calabasas me “I even sold the house across the street from me to Kourtney Kardashian, which started my long-standing relationship with the family.”
After helping his mother for years, Fridman co-founded the Fridman Group with her in partnership with Compass, a real estate brokerage firm. The Fridman Group employs 14 full-time people, including nine agents. Fridman, now nicknamed “The All-Star Agent,” and his team specialize in some of the most exclusive and expensive properties, celebrity homes and developments in and around LA.
In 2020, Fridman said he generated more than $ 540 million in sales and his team had more than $ 3 billion in total sales. While the bulk of his properties are in Los Angeles, his agency represents a growing number of properties in Israel and Italy, as well as properties across Europe, Asia and the Middle East.
Fridman was recently appointed as a packing agent for the fabulous Azria Estate for $ 85 million, and his biggest sale to date was $ 88 million. Commissions vary, but he said he makes about 2.5% on every sale under $ 20 million and about 2% on every sale over $ 20 million. In 2020, he sold around 56 properties, he said.
This is what a day in his life looks like.
He wakes up at 5:30 a.m.
Fridman trains every day with his private trainer, Josh, until 7 a.m. or 8 a.m. He calls his trainer his “therapist” whom he “cannot do without”. Sometimes it will require two workouts per day, whether it’s a morning session and an afternoon Pilates class or vice versa.
“I need to get my energy out because I spend all day running,” he said. He added that he’s also obsessed with green tea, which he sips in the morning and throughout the day.
On average, his team works 5-hour days that start at 7 a.m.
Fridman schedules weekly or bi-weekly calls with clients, developers and boards to review upcoming projects, sales progress or permits. He also does a lot of screenings for the houses that the Fridman Group represents, which is unusual for large agents who run their own businesses.
“A lot of big agents like to do business development, but I like going to screenings,” he said. “We have access to people’s lives and their homes and their art that no one can see unless you are invited. I am honored to be a part of this process and I love to honor the practice of being present and showing ownership. “
Between visits to the property, he is in conference and on make-up calls
“If I’m in the car, which is a lot, that time is set aside for conference calls,” he said. “It’s always very productive.
Managing a business and a team of employees requires constantly juggling personalities, work cohesion and projects, as well as providing incredible service to clients.
“We are working with high level people who have high expectations,” he said. “Our clients failed to build a $ 55 million house if they weren’t full-fledged visionaries. We have to really, really listen. Most of the hurdles we have to overcome are anticipating how. the customer will respond to our ideas. “
Fridman added that each house requires a different approach.
“We can’t have massive exposure for every house because sometimes our clients are more low-key,” he said. “Sometimes clients want to showcase the architecture, others want to showcase the art, and some want to show the fact that they’re a celebrity, and that might fetch a higher price.”
The work day ends at 6:30 p.m., and he usually goes out to dinner with clients or colleagues. He’s in bed at 1 a.m.
Fridman said it’s not uncommon to be making calls and emails all night.
“We are available if any offers come in, if properties need to be presented, if documents need to be signed, if marketing needs to be sent or if customers contact us,” he said. After leaving the office, he often attends real estate and networking events or dinners with clients and colleagues, before returning home around midnight. “In my job, networking is a social aspect, but it’s still work,” he said.
He also has dinner parties with developers, residential building sales managers, interior designers and others.
“It’s a very tight-knit industry,” he said. “The only way to stay relevant is to know what’s going on.”