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Jon Grauman and Adam Rosenfeld, former team leaders at The Agency and stars of Netflix’s Buying Beverly Hills, have broken away from Mauricio Umansky’s firm to launch their own brokerage with white-label firm Side.
The new boutique firm is called Resident Group and will continue Grauman and Rosenfeld’s service across LA’s ultra-luxury market. The pair have closed more than $3 billion in career sales and are setting their sights on building a brokerage that’s focused on the consumer.
Adam Rosenfeld | Resident Group
Resident Group’s leadership team also includes CEO Lauren Grauman (who is married to Jon Grauman) and COO Renee Pickering. Both women were also most recently working at the Grauman Rosenfeld Group at The Agency. The firm is starting off with around 15 agents and $900 million in listings, according to The Real Deal.
“The industry wasn’t designed around clients, it was built around transactions,” Rosenfeld said in a statement. “We created Resident to change that. Every part of the client experience should feel as thoughtfully considered as the homes themselves.”
The duo added that they were not leaving The Agency out of any ill will but rather because they had a desire to build their own company.
Jon Grauman | Resident Group
“We didn’t leave out of frustration,” Grauman said. “We left to create something of our own. Our years at The Agency were incredibly formative, and we’re deeply grateful for the relationships and growth we experienced there. Resident represents the evolution of our vision — a place where thoughtful leadership, authentic service and meaningful client relationships are at the core. The name ‘Resident’ captures what this is truly about: the people, not just the properties.”
The Agency’s CEO and founder, Mauricio Umansky, likewise had warm things to say about Grauman and Rosenfeld as they move on to the next step in their career.
“The Grauman Rosenfeld Group has been a valued part of The Agency, and it’s been a true joy working alongside them over the years,” Umansky said in a statement emailed to Inman. “They’ve made significant contributions to our Beverly Hills office and helped shape the collaborative culture we’re so proud of. While we’re always sad to see great people move on, we’re incredibly proud of everything they’ve accomplished and wish them nothing but continued success as they move out of the area and take advantage of this opportunity to start a multi-market boutique brokerage of their own.
“As we look ahead, we remain deeply committed to LA and our offices across the region, and to the incredible agents and teams who continue to drive our growth,” Umansky added. “We’re excited for all we’ll continue to build together.”
Although Grauman and Rosenfeld have developed a niche in the ultra-luxury market, their clientele spans from high-net-worth individuals to first-time homebuyers, all of whom receive their white-glove service, the firm said.
Side said the partnership with the new firm was a “perfect match.”
“Adam, Jon, Lauren, Renee and their team are among the very best real estate groups in the world, and we are proud to be a partner to them as they establish and develop Resident,” Side CEO and cofounder Guy Gal said in a statement. “We are excited to see Resident become a market leader that raises the standard across the entire real estate industry.”
Grauman and Rosenfeld have been recognized over the years as top agents in LA by the Los Angeles Business Journal, The Hollywood Reporter and Variety.
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