On the show, West Londoner Rosi Walden (who had a stint on reality show Made in Chelsea), top agent Lauren Christy and newcomer Reme Nicole all compete for blockbuster listings that bring in big commissions.
There are also appearances from some of Daggers’ leading contacts, like billionaire 1 Mayfair developer John Caudwell.
Buying London debuts during a slowdown in London’s super-prime property market. Wealthy home sellers are cutting prices by as much as 30 per cent to secure deals during a slump that has gripped the high-end neighbourhoods depicted on the Netflix show.
But Daggers seems undeterred. In many ways, the 44-year-old real estate entrepreneur is a natural fit for reality television stardom.
“I lived in a local housing authority [unit] until I was 11, and have been an agent since I was 17 and started out with studio flats,” says Daggers from his offices near Regents Park in central London. “And now I sell some of the most expensive real estate on the planet, and do so unbelievably frequently. It’s not a fluke.”
He spent 12 years at leading agency Knight Frank, and reportedly parted ways with the firm after he was alleged to have posted images of a client’s home on Instagram without permission.
Daggers says he cannot give any clarity on his departure from the firm. “Let’s just say that there are two sides to every story and sometimes life isn’t fair,” he says.
After leaving Knight Frank, he founded DDRE in 2020. In the four years since, DDRE has sold £600 million of real estate, most of it in the UK.
The goal? Boosting his agents’ profiles and getting properties seen by the right buyers.
When asked if he had any nerves about starring in a reality show, he says “Of course”, but a big reason he signed his Netflix contract was for the increased exposure.
“It’s an amazing opportunity to display your talent in front of hundreds of millions of people and let them have an opportunity to choose whether they want to do business with you,” he says.
That exposure has paid off for the Kretz family, stars of Netflix’s The Parisian Agency, who say they have seen increased inquiries internationally since doing the show.
Daggers was a featured guest on The Parisian Agency. In his appearance, he visited one of the Kretz listings, a 32,000 sq ft (3,000 square metre) castle in France, as the family worked to impress him to form a partnership on super-prime properties.
Daggers says being on the episode helped him understand the Netflix platform a little more.
“That show created a lot of opportunities for them – and us,” he says.
Still, it is a complicated time to display some of London’s most exclusive real estate on the global stage. In January, prime central London properties sold below 90 per cent of their asking price for the first time since early 2019, according to data from network and data platform LonRes.
The spring, traditionally a very busy time for the prime London market, has been “a little lacklustre”, according to recent Knight Frank analysis.
“We are in a place now where buyers are unsure as to whether they want to buy, and sellers don’t believe they are going to get the price that they are looking for, so that does create quite a slow market,” says Daggers.
“If you’ve been unrealistic with your pricing, you’re not going to achieve it in this current market.”
On the flip side, he says the conditions now may be ideal for buyers – some of whom may be watching the property tours on the show.
“When the market’s hot, people are piling in, but it’s often not the best opportunity to buy real estate. But now might be,” he says.
Either way, Daggers expects viewers will enjoy getting an inside look at the upper echelons of London real estate.
“I suspect my life will change quite a bit when the show comes out,” he adds. “Everyone wants to look at beautiful homes.”
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