Alexander Friedman, an American businessman with extensive experience in partnering with leading brands in the USA, and Sandro Beria, a promising project manager from Georgia, have decided to connect European, Middle Eastern and American luxury real estate markets for investment opportunities to their clients. To bridge these gaps, they have established a new company, Friedman & Co., sharing their experience, vision, and plans with Forbes Georgia.
New ventures often start with a problem that needs solving. What was the inspiration behind your business idea and what motivated you to take action?
Alexander: My wife was shocked at how complicated the U.S. real estate market is. To buy a home, you don’t just walk in, pay and get the keys, it’s months of sitting in escrow, legal fees, taxes, etc. It’s so convoluted. She’s lived here for four years and had no idea. We thought that if we’re so confused, people in Georgia must be ten times more confused, and we have to make it easier for them to invest here in USA and other parts of the globe.
The same thought crossed my mind when I wanted to buy a place in Georgia. If I didn’t have my wife, I wouldn’t know where to begin. I didn’t even know who to call first. Do I just Google a realtor? What if they’re not good? What if they just spent the most money on an advertisement? How do I know if they’re going to put me in a safe area? Is this a good investment? I had so many questions and no answers. Georgian and American homes were nearly identical in price. That’s where the idea came from.
Sandro: As Alexander and his wife explored the market, they noticed that the price difference between real estate in Georgia and the United States was minimal, leading them to believe there might be a high-income segment in Georgia interested in investing or purchasing real estate.
In new development projects constructing premium-class houses and buildings in Georgia, the price per square meter is approximately $2,000-$2,500. Through market research and consultations, we found this price range is comparable to some areas, for example, in Florida. It might seem surprising, but it’s true. That’s why we’re offering Georgians and residents of Eastern Europe the opportunity to invest in promising real estate.
The uniqueness of our company is that we offer exclusive listings accessible only to VIP clients. Our concept revolves around providing exclusive offers that even Americans might not have access to. We collaborate with leading international agencies, granting us access to exclusive products tailored to individuals with diverse interests.
Why choose real estate when there are so many other investment options, like stocks? What makes real estate an attractive investment for you?
Alexander: To me, it’s not boring. Luxury and investing can go hand in hand and they don’t have to be boring. At the end of the day, if you want to take a vacation, you can’t take your stocks with you, if you go into a boardroom meeting and want to show off one of your assets, you can’t pull out your stock market, your Robinhood app and slide it across the table. But with real estate, if you want to take a vacation with your family, you can show your friends the property you own. You can even use it as collateral to get a loan, just like with stocks.
I grew up this way. My dad never had a single penny in the stock market, which was unusual. I didn’t understand it as a kid because I heard all my friends’ dads talk about stocks at the kitchen table. But my dad owned over 60 Rolex watches, and he told me back 90’s that with every second that ticks, their value goes up because they’ll never be made again.
When 2008 happened, my friends’ families were getting obliterated. The financial collapse was horrific. My father, however, went online, and said he was selling his entire collection of 50 Rolexes, but only as a complete set. He made much more money than he spent on them. We survived the whole ’08 crash just fine and it really sparked something in me from a young age. It made me think: why do investments have to be boring? Why can’t they be enjoyable and tangible? With real estate, you can step onto your patio, look at your view, and know you worked for that. It’s different from watching stock market numbers on a screen.
Sandro: In recent years, investing in real estate abroad has gained momentum in Georgia and other Eastern European countries. However, two main challenges have emerged. The first is limited access to exclusive real estate products. The second is the bureaucratic hurdles. These challenges motivated us to develop a plan tailored to our customers, designed to help them navigate through bureaucratic complexities and gain access to exclusive properties.
Real estate prices can be more stable than the stock market because they tend to fluctuate less frequently. However, there was a significant decline in real estate prices between 2006 and 2010. How do you manage these risks, and what are the key benefits of investing in the USA?
Alexander: Everything in life carries risk. No matter what anybody tells you, every investment comes with risks. If a major economic crash occurs, your stocks aren’t safe, your bonds aren’t safe, and even your car isn’t safe. However, here in America, we tend to have a better buffer against those kinds of shocks, which is why we prefer the idea of investing here.
In the U.S., prices are relatively stable – they fluctuate less than in other places. Overall, it’s a pretty safe investment. You could invest in stocks, but then something unexpected happens, like the CEO of the company being involved in a scandal, and your stock value plummets. I know this because I invested a lot of money in Tesla, and every time Elon Musk makes news, my stocks are affected. You can never be completely risk-free, but you can try to minimize it and give clients something tangible. America, with its economic security, provides a better way to hedge your bets. That’s also why I considered Dubai, and some countries in Europe. it’s far enough from the turmoil and has a stable economy. Having these options feels great.
What is the range of investment amounts you can accommodate?
Alexander: It all depends on what you’re aiming for. We can find you a home in Miami for $200,000. For that price, you can also get some really nice homes in Italy, France, the Bahamas, etc. If you’re looking for a property for your son, daughter, or mother—perhaps a place for her to retire—we can help with that too. We also have properties priced between eight and ten million dollars. It all comes down to your vision and how much you want to invest.
We’re not going to say anything is too small. We’ll work with you to make it happen. Our goal is to earn your trust so you feel comfortable starting small. We also offer special deals for our VIP clients and have exclusive options for homes you won’t find on the market.
Sandro: We’re planning to unite users in a “Club of Successful People.” This is because the high-income segment tends to be interested in our exclusive offers. We chose this approach to cater to a niche market where customers can access unique real estate opportunities and network with like-minded individuals.
How are you going to earn the trust of clients? What steps are you taking to build a reliable reputation?
Alexander: So far, we’ve managed to bootstrap the entire operation through word of mouth. When you have the right connections, it’s just a matter of making a phone call. The people we speak with like the idea of bridging the gap between Georgia and America. They appreciate that we have these connections, they trust us, and they’re eager to work with us.
When you reach a certain level, there’s no need to rely on false advertising. It’s all about your reputation and whether people want to work with you. They trust us because they know me and my wife. I’ve spent my entire life and career in Beverly Hills, working closely with industry leaders, titans in their fields, and even royalty, many of whom I now have the privilege of calling friends. I could spend $50,000 a month on ads saying, “Hey, trust me, trust me,” but the only real way to earn trust is by working together. That’s why when we call them, explain the concept, and they respond, “Hey, we love the idea, we love what you guys are doing, we see the vision, and we’re in.
To clarify, you’re not an investment company, right? You simply connect consumers with real estate owners?
Alexander: Think of it more like a concierge service. We assist you in finding the right place to invest, working with you to establish a clear vision of what to expect, and helping you navigate the complexities of the real estate market here, which can be quite convoluted. We interact with realtors, buyers, and even sometimes governments. We do quite a lot, and it’s all to help our clients realize their visions of how they want their future to look.
Sandro: We offer advice and share knowledge about various investment products. We also assist with managing the properties purchased, whether for rental or resale. Our goal is to provide personalized data, including expected returns and other relevant metrics, to guide our clients through their investment journey.
Are you searching for real estate across the United States, or do you focus on specific areas that you’ve researched?
Sandro: We’re not limited to just the United States; we have access to properties all around the world. We offer specific locations but can also create a customized proposal if a client has a particular area in mind.
For those seeking a solid and reliable investment, we recommend real estate in New York, particularly in Manhattan, where prices tend to rise year after year. On the other hand, if someone has worked hard and now wants to reward themselves by living out their childhood dream of living next to their favorite celebrity in Beverly Hills, we can arrange that too.
After coming up with the idea for our company, we consulted experts from our partner agencies, studied various regions, and identified locations that are attractive for investment, even for residents of the most powerful countries.
Our offerings won’t be limited to real estate. We’ll also provide other physical assets, such as collectibles and recreational items, to diversify our clients’ investment portfolios. This way, we aim to create a personalized fund that will grow over time, offering a range of investment opportunities.
Are you considering investing not only in the USA but also in Georgia in the future?
Alexander: Absolutely, I hope to invest in Georgia. My wife has lived her entire life there, and culturally, I have immense respect for the Georgian people and the pride they maintain in their country. The nation’s history, with its ups and downs, has always shown a consistent vision. I feel that Georgians truly know where they come from, understand their history, and care about it, which is crucial for the longevity of investments. For now, we focus on utilizing our connections here, but we have big goals for the company and hope to expand to Georgia one day.
I am proud that this company will help bring funds to the Georgian people. With every dollar collected from investments around the world, it all comes back into the Georgian economy. Whether investors choose to rent out the homes to tenants or renovate and re-sell them, ultimately, the money flows from one side of the globe and back into the Georgian economy.
Sandro: Our company’s goal is to bring a global modern investment culture to Georgia, and that’s where our focus lies. This business primarily targets Georgians, and I believe it will have a positive impact on the country’s economy. In the future, I hope Georgia will become as solid an investment destination as United Stated or UAE are today.
Are you exploring other markets as well? If so, which ones are you considering?
Alexander: We have to take one step at a time, but we’re also exploring real estate in Dubai. I’m very interested in it because many of my clients were Saudi Royals, and I believe Dubai is poised to become the next “shining city on the hill.” The way they’re running their country—from every tiny detail in the laws – sends a clear message: they’re playing to win, and they’re business-friendly. From what I’ve seen, I think Dubai’s legal and business environment might even be better than that of the US. I’m happy to say we’re already working with a realtor there. However, we’re not limited to Dubai; we have many other global options.
Sandro: We have our sights set on expanding across the global real estate market. We understand that every client’s dream might not land them in America, Dubai, or even Europe, so we aim to accommodate those with different visions in the future. We’re also in negotiations with several Georgian banks, and we hope to finalize these discussions soon. We believe these partnerships will make international investing much more seamless for our clients.
Let’s discuss your exclusive partners. Who might they be?
Alexander: Our main exclusive partner in Georgia is McGill Law Firm, with whom we have a contractual partnership. They specialize in international law and international economics. We also work closely with about 12 real estate companies and realtors, some of whom are even featured on top Netflix shows. Who knows, you might see your next home on an upcoming season. S
