Both visible and reserved, Martin Kretz stands out in L’Agence as a figure of trust. A confident thirty-something with a steady gaze and precise speech, he embodies this generation of experts. Whether it’s framing decisions, teasing his younger brothers in a duel or during viewings… Martin Kretz opens the doors to a different concept of real estate prestige. At this key juncture, we meet the eldest brother, the family’s peacemaker and a true ace of digital strategy and marketing. A new chapter is being written, and it soars towards the essential: connection. How has an agency selling multi-million-euro properties become a familiar Thursday-evening fixture for millions of French people?
Born of stone
Alice Masson: You are a true-born Parisian. How does that influence your perspective on luxury property?
Martin Kretz: I love Paris. It’s my natural environment. I grew up here; this is where I established my bearings, my friendships and my network. It’s a vibrant city, with a rich cultural, economic and human ecosystem. What really makes the difference in the luxury sector is a nuanced understanding of these elements.
Your career path is rather unusual for an estate agent…
M.K: Yes, and I believe it has served me well. I did theatre; it teaches you to listen, to read a script, and to sense the collective energy. What’s more, I did a HEC preparatory course, then business school, to structure my strategy (laughs). And above all, I’ve been lucky enough to travel a great deal.
Agence Kretz Real Estate, hitting the right note
You joined the family agency quite early on. What was your intention?
M.K: Quite honestly, to help out. Digital was becoming increasingly prominent and I felt that luxury property would have to evolve. The idea was to shape the brand image, modernise our messaging and perhaps create a more direct connection with clients. I didn’t think I’d be building an international profile for us, let alone becoming a ‘public figure’. I just wanted to be useful.
Do you remember the first sale that gave you a sense of legitimacy?
M.K: A flat on Rue de Passy, in the 16th arrondissement. One million euros. I was very proud. It was the first one I’d ever closed. At that time, I was still doing a lot of theatre; I used to have fun coming up with sketches about property – there was definitely something in me… because it’s a very serious world.
It was also around this time that you started appearing in the media.
M.K: Exactly. A journalist friend was looking for an agent to analyse the market (the Île Saint-Louis, a golden gem in Paris) on television. One programme, then two, the first family-oriented formats, then Mediawan and Netflix. We then simply shared our reality.
Working as a family, is that an asset… or added pressure?
M.K: Both. There are six of us, so we’re very close-knit. But we’re guided by intuition above all else. Right from Season 1, I was heavily involved in sourcing stories, convincing owners in a closed market and proving our reliability to our buyers on a new platform. I was fairly convinced we were ahead of the curve for the time.
One foot in the digital world, the other in the future
Today, how would you define luxury?
M. K: It’s not about marble or mouldings. It’s first and foremost a story. In marketing, we might use the term ‘storytelling’; for me, it’s the same thing. I love it when a place is wholesome, quiet and restful. That’s important to me!
Which property has made the biggest impression on you recently?
M.K: In season 6, which you’ll discover soon; a pink château, standing alone on the shores of Lake Bourget. A real Sleeping Beauty. Nothing around it, just the water and the mountains. I got goosebumps when I visited it.
Your vision is reflected in the new flagship store at 100 Rue du Bac.
M.K: Yes, it’s a very important place for us. It’s like home. The gong is still in Dad’s office! You have to watch out for the wooden kitesurfing board in my father’s office—it’s one of a kind, and he can launch into a three-hour monologue (editor’s note: just two! – laughs). We love recounting the past through NFT frames, new technology, art and our memories..
What is your personal idea of luxury?
M.K: Space. Time. And being able to work as a family, without ever having two days that are the same.
Translated by Bethszabee Garner
