Breaking Barriers in Real Estate: A Conversation with Eleonora Srugo

As one of New York City’s most prominent and stylishly savvy real estate agents, Eleonora Srugo has carved a path that blends ambition, grit, and a flair for luxury. From her early days in real estate to starring in Netflix’s Selling The City, Srugo has redefined success while staying true to her values.

In this candid interview for Global Networker, Eleonora shares insights into her journey, the challenges of the industry, and what sets her apart in a fiercely competitive market.

A Journey of Resilience and Ambition

Eleonora, what inspired you to pursue a career in real estate?

I worked backwards to fall into real estate. I knew I wanted to live in NYC, have a dynamic job, and avoid sitting in an office all day. After earning my undergraduate degree in marketing, I realized my entry-level job couldn’t sustain me. Taking a leap of faith, I explored commission-based opportunities and landed on a top team at Douglas Elliman. Those first few years were tough, but they shaped me. It took 3 to 4 years to achieve meaningful success, but I’m so grateful for the lessons learned along the way.

What key milestones have defined your path to success?

2013 was a ‘pinch me’ moment — a childhood icon called me to help her buy an apartment. I’ll also never forget my first deal in 2010, when I represented a buyer and won her business over other agents. Selling two buildings and a $50M transaction in 2023 are highlights, but what truly stands out is the client relationship that began with a rental in 2017. Real estate isn’t just about big deals; it’s about meaningful connections.

What challenges have shaped your career?

The early days were full of rejections. I’d work for months, sometimes years, only for deals to fall through. One deal for a downtown penthouse collapsed after the buyer walked away, and another time, a manager tried to take a piece of my commission during a financially precarious moment. I’ve also had clients with unrealistic expectations of our relationship, and there were times when hard work didn’t pay off. That’s the nature of this business, though — you learn to keep going.

Building Eleonora and Co.: A Team with a Vision

What motivated you to form Eleonora and Co. after your tenure at Douglas Elliman?

This wasn’t my first team — I co-led a successful one with Michael Lorber from 2014 to 2017. But after years on my own, I wanted to mentor other agents. I needed support for the volume of business coming my way and wanted to create opportunities for others. Collaboration is the heart of this industry, and forming Eleonora and Co. was the natural next step.

How has leading a team influenced your approach to real estate?

It’s challenging yet fulfilling. I aim to build powerful agents with their brands under my umbrella. I carefully assign leads and collaborate with each team member. My clients trust that I remain involved while empowering my team to thrive.

What distinguishes Eleonora and Co. in NYC’s competitive market?

Our discipline and systems set us apart. Every lead, client, and listing is meticulously tracked in group chats and organized folders. I also encourage individuality among my team members. Although filming a show adds complexity, the behind-the-scenes operations make it all manageable.

Stealing the Spotlight: Selling The City

How did your participation in Netflix’s Selling The City come about?

Netflix reached out to me — something I never expected. They connected me with Adam Divello, the genius behind Selling Sunset. He’d long dreamed of a New York version. After years of refining the concept, I’m proud of the result. It’s a visually stunning show with real estate and fashion but also an authentic look at running a business.

What impact has the show had on your career?

Since its release, the response — especially from women — has been overwhelming. The show resonates with anyone running their business, blending beauty and reality. We’re using this momentum to connect with a global audience.

How do you balance reality TV with your career?

Organization is key. From calendar systems to email protocols, everything runs on a method. My long-time office manager and supportive team make it possible. Also, I prioritize work over sleep — I’m fine with six hours a night.

Insights and Advice for the NYC Market

What trends do you see in NYC’s real estate market?

Manhattan’s limited inventory keeps it the healthiest market in the world. While interest rates are high, the give-and-take between buyers and sellers creates balance. I predict a strong 2025 with steady or rising prices as people return to the city or invest in second homes.

What advice do you have for today’s buyers and sellers?

Know the facts, stay patient, and don’t be afraid to make fair offers — even if they seem low initially. Creativity in deals is key, whether negotiating timelines or including furnishings.

A Personal Touch

As a native New Yorker, how has the city shaped your ethos?

New York’s identity is its work ethic. This truly is the land where people came from all over the world to pursue a better life by working hard. It’s where people chase the American dream, and I’m just another example of that. It’s a city of endless possibilities.

How do you maintain work-life balance?

Real estate is intertwined with who I am. Many clients become friends, and I love mixing business with pleasure, whether at dinners or workout classes. When I need a break, I take short island getaways but always feel eager to return home.

Any passions outside real estate?

I invest in startups and people who challenge my thinking. I love ideas that push my brain to its limits—intellectual stimulation is a passion of mine. I’m all about futurism and pathways to a healthy mind and body. If it was possible, I’d want to live forever, but I’m good with 100+ years for now.