- Netflix's "Buying London" is a reality show about London's luxury real estate market and the agents behind it.
- The show is centered on the super-prime property agency DDRE Global.
- It follows the success of Netflix's other reality real-estate show, "Selling Sunset."
A new reality show, "Buying London," dropped on Netflix on Wednesday, and it's all about London's luxury real estate market.
The show is centered on Daniel Daggers and his team of real estate agents at the property company DDRE Global. Daggers says he's sold over £5 billion ($6.4 billion) of real estate over the course of his 25 years in the industry. This includes a £95 million ($120 million) mansion to hedge fund tycoon Ken Griffin in a previous role, per The Times of London.
He calls himself "Mr. Super Prime," referring to the multimillion-dollar properties sold to ultra-high-net-worth individuals. And London has no shortage of expensive properties or wealthy buyers.
The new Netflix series takes viewers around London's super-prime housing market, showcasing properties in some of the city's most expensive areas, including Mayfair and Holland Park.
Most of DDRE's current London listings cost over £10 million ($13 million), with some stretching over £20 million ($25 million), according to its website.
But it is a reality show — so much of the drama comes from the interpersonal relationships and rivalries between the other agents, who are competing for big commissions. Some agents are familiar with the industry, including DDRE's top agent, Lauren Christy, while others are new to the industry, such as 21-year-old Reme Nicole.
The reviews so far have been harsh. "I hate almost everything about 'Buying London,'" Rebecca Nicholson wrote in The Guardian, "I hate its reverence for billionaires and bad taste." 'It's tired, tone-deaf, and shamefully crass."
"I'm delighted to say it's every bit as ghastly as you would hope," wrote Carol Midgley in The Times. 'I'm delighted to say it's every bit as ghastly as you would hope."
The London version of 'Selling Sunset'
Netflix has had success with reality real-estate crossover shows in the past. "Selling Sunset" proved to be a big hit with viewers after it debuted in 2019, and has since run for seven seasons.
It gave viewers a look at Los Angeles' high-end real estate market — and the agents handling the multimillion-dollar deals.
And it's also been a success for the real estate agents involved. Mary Fitzgerald, a real-estate agent on "Selling Sunset," previously told BI that she has got more clients since appearing on the show and now sells at higher prices than before. It has meant she now won't sell any house under $2 million, unless as a favor for a friend.
Disclosure: Mathias Döpfner, CEO of Business Insider's parent company, Axel Springer, is a Netflix board member.
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