How Netflix’s 'Parisian Agency' Is Turning Screen Fame Into a Global Real estate Franchise

From TV fame to cross-border deals: what Kretz’s expansion means for real estate France and beyond

The Netflix series put the Kretz family in living rooms around the world, but this is not just entertainment. For the property market in France, the show has become a commercial engine: real estate France listings associated with the brand now draw international buyers directly. We watched a family on camera sell Haussmannian apartments and sunlit villas; now the same family is selling a business model. Our analysis looks at what that shift means for buyers, investors, and would-be franchisees.

Quick facts up front

• 2025 revenue growth: 80%
• Property sales in 2025: more than $550 million
• Annual sales volume: around 250 transactions
• Share of revenue from outside France: 40%
• Network in France today: ~130 agents (plan to add ~50 more)
• US presence: 4 agents in New York
• Paris flagship size: 2,475 square feet

These figures explain why Kretz Real Estate is moving from domestic expansion to international franchising.

Why franchising now: strategy and structure

Kretz Real Estate’s CEO Alexandre Bruneau lays out a three-pronged growth plan: open physical agencies outside France, expand internationally through franchise agreements, and strengthen the domestic network in France and Spain. The decision to franchise internationally is not accidental; it matches the company’s current strengths.

• Brand recognition through the Netflix series gives immediate visibility in key markets.
• A digital-first marketing engine, backed by an in-house production team, supplies leads and content for agents worldwide.
• A defined experiential office format—replicated globally—creates a consistent client experience.

Franchising shifts operational responsibility to local entrepreneurs while preserving the brand’s reach. Kretz provides a broad support package for franchisees: business planning templates, marketing and communications, legal and operational guidance, access to proprietary digital tools, and training via the Kretz Academy.

This is a serious, structured franchise offering. But it's also a bet: success depends on the quality of local partners and their ability to adapt a Paris-born model to markets that differ in regulation, buyer behaviour, and pricing.

Belgium and Mauritius: the first proofs of concept

Kretz has confirmed two initial international franchise markets: Belgium and Mauritius. Each was chosen for different reasons, and together they show how the company intends to balance European growth with high-end, tourist-driven markets.

Belgium: a measured European push

The Belgian franchise will open in Brussels, at Place Brugmann, and will be led by Julie Carlier, an experienced agent from Carlton Properties. The stated targets are straightforward:

• Three offices within five years
• 25 agents
• 250 cumulative transactions across the five years
• Targeted listing threshold starting at around $660,000

Kretz sees strong potential especially in Flanders where the group’s analysis points to 37% sales growth since 2012. Brussels functions as a hub for international buyers and diplomatic clientele, which aligns with Kretz’s profile of cross-border purchasers.

Why I find this smart: Belgium is geographically and culturally close to France, easing initial franchise growing pains. Local leadership with established market knowledge reduces the risk of brand mismatch.

Mauritius: luxury, tourism, and foreign capital

The second franchise launches in Mauritius, an island market with sustained foreign interest. The local investor behind the project is Emmanuel Beguier, with Julia Hülshoff-Medar as manager. The agency will operate from a villa in Pereybère and follow the experiential concept used in Paris.

Mauritian real estate routinely attracts hundreds of millions in foreign investment annually in areas such as Grand Baie, Tamarin, and Rivière Noire. For a brand that sells holiday homes and second residences, Mauritius is a logical testing ground for cosmopolitan luxury buyers.

That said, island markets demand different operational practices: tighter permit regimes, seasonal demand cycles, and often a heavier reliance on holiday rental markets.

The product: what Kretz is selling beyond listings

Kretz positions itself as more than an agency. The company sells a branded client experience expressed through:

• Distinctive, non-traditional offices (the Paris flagship was designed with Label Experience and Silvera and measures 2,475 sq ft) with signature touches such as a swing and a gong.
• Strong digital reach: more than 2 million followers across platforms and high social visibility from the Netflix series.
• An in-house production team that helps agents create professional content for social channels, from filming to scripting.

This package is aimed at affluent, experiential buyers who want to feel part of a curated brand rather than transact with a commoditised broker.

From a buyer’s perspective that is attractive: the brand reduces search friction and signals an organised proposition for cross-border purchases. From a franchisee perspective, it supplies repeatable assets and a marketing engine—valuable if you lack in-house production capabilities.

What this expansion means for buyers and investors

We have to be clear-eyed: the Kretz expansion creates both opportunities and new considerations for buyers and investors interested in property France or in the new markets.

Opportunities:

• Faster access to international buyers: Kretz says 50% of transactions in Paris’s 7th arrondissement involve Americans, many introduced through the Netflix series. That kind of buyer pipeline matters if you are selling a luxury Parisian asset.
• Branded, content-led marketing can shorten sales cycles for desirable listings.
• For buyers seeking a hands-off experience, a branded agency with consistent service standards can reduce friction on cross-border purchases.

Risks and caveats:

• Brand premium: expect commission structures and marketing fees that reflect the brand. You pay for visibility.
• Market mismatch: what works in Paris or on-screen may not translate into profitable operations in every jurisdiction; local regulation, taxation, and title conventions vary.
• Overexposure: the same Netflix fame that pulls buyers in can attract non-serious leads or tourism-driven queries that do not convert into sales.

Practical advice for buyers and investors:

• Conduct standard due diligence: confirm land titles, check local permit history for renovations, and verify rental income assumptions where applicable.
• Beware currency risk: transacting across euros, dollars, and Mauritian rupees requires a hedging or payment plan.
• Ask franchisees for local performance data: average days on market, typical buyer profiles, and the percentage of international clients in that specific office.

For franchise candidates: what to expect and what to ask

Kretz is looking for entrepreneurs, not merely agents. That distinction matters. For franchisees the proposition includes training, ongoing marketing support, and access to digital tools, but success depends on local execution.

Key selection criteria Kretz describes:

• Proven real estate experience and network
• Financial capacity to invest and recruit a team
• Willingness to adopt the brand’s experiential office concept and content-driven marketing model

Questions prospective franchisees should ask:

• What are the initial and ongoing fees, and what is the expected payback period?
• How rigid is the office concept? Can it be adapted to local architecture and regulations?
• What lead-generation volumes does the corporate network realistically provide to a start-up office?
• What legal liabilities does the franchise agreement impose on local owners?

We recommend asking for a financial model based on conservative conversion rates—not on the show’s best moments.

Brand risk and operational challenges

Expanding a TV-driven brand carries unique challenges.