Beltran Briones He speaks as he posts. Without detours, with that mix of security and provocation that made him recognizable on networks. Live is exactly what appears on the reels that circulate all the time. At 26, he already moves with the ease of someone who earned a place in real estate, while building his own brand as visible as his projects. “I prefer to ask for forgiveness than permission,” he says at one point, almost in passing, and in that phrase quite a bit of his journey could be condensed. From that assertiveness his first book was born, “The Briones method” (Conecta), which emerged in response to the constant demand of its audience.
News: A circulation of 12,000 copies was made at a time when almost nothing was sold. Who reads it?
Beltran Briones: And they already threw away 25,000, because we are on the third printing. SME owners or entrepreneurs read me. And I wrote it for them, the SME owners are the ones who buy apartments from me. It is for a person who has a company, a brand, who seeks to sell something, although it also develops the idea that your first and last name are your brand. Within a company you have a reputation, and that reputation is your brand image. You are always selling yourself to your boss, your superior, so that they can give you a bonus, a promotion. And even if you want to pick up a girl, you have to sell yourself as a good candidate. That’s why I talk about how to sell and promote anything.
News: How did you come to understand this method?
Briones: Through my experience in real estate. There is an art there so that when I buy the land the owner thinks that I am a good developer and trusts me. Then the same thing happens with the architecture studio, the construction company, the sale to the investors, the sale to the final consumer, the after-sales, the media. This is how I managed to go from 3 buildings under construction to 14 in five years, a delirium for real estate. Throughout that period I did trial and error and saw what worked and what didn’t, what was profitable, which media brought me sales and which didn’t. I quickly understood that it made no sense to sit with a 15-year-old streamer and go to LN+ at night. I discovered what I describe in this book by working to promote, sell, position a company.
News: What did you study?
Briones: I studied finance for a year, but then I started working and I realized that I had contacts and learned more. It was more profitable for me to put him full time. And I say this and I know that the kids then say: “Beltrán didn’t study, I’m not going to study,” but statistically it is better to do it, it is better paid worldwide. In my particular case, I went to work in a company where my father was one of the partners, where they trusted me and I was smart enough to learn on my own.
News: How much did it cost you to have those partners listen to you?
Briones: A lot. He had very good ideas, but the challenge was getting acceptance. I had to lobby. And at first it was so difficult for me that a couple of times I sent myself to do it without permission. It turned out well, luckily, and because it turned out well, I gained a certain reputation with which I validated what I was doing.
News: Don’t you get exhausted from making content all the time? Aren’t you afraid that the character will eat the person?
Briones: I have it measured, I spend about an hour and a half a day in front of a camera. It happens that that gives you 10 hours a week, and it’s enough to exploit social networks and appear everywhere. From that hour and a half I get 10, 15 clips. It is a very low investment for the benefit it brings me.
News: And what do you look at when you consume content?
Briones: A lot of YouTube. I consume a lot of real estate stuff, more numerical content, market data. Also documentaries. I don’t like short content as much, because I don’t remember what I saw. Sometimes I watch TikTok for an hour and when I finish watching I don’t remember anything…
News: But people see you and remember you…
Briones: Because I repeat the message and it is the way to achieve brand recall. If you ask me how many mattress brands I know, only Cannon, thanks to their jingle. You have to repeat the message.
News: Do you believe in this “speak well or badly, but speak”?
Briones: Up to a point. If they insult me, but with respect, it is great to me. If everyone is bitching at you, if they cancel you for discriminating, you burn. But playing strapping, at the limits, is fine if you know how to handle it. I think what saves me is that in all my messages there is a measure of truth. If I say that Puerto Madero is fat, they will insult me, but they know it is true… I say politically incorrect things, but I am not lying to the rooftops.
News: In the book there is a chapter dedicated to haters. What’s wrong with people’s comments?
Briones: One, it’s inevitable. Two, it is a sign that you gained relevance. And three, anyone I admire has haters. The biggest developers, like Costantini or Elsztain, are killed. How are they not going to kill me…
News: Aren’t you afraid that people will get tired of seeing you all the time?
Briones: People are already exhausted. But I’m not interested in entertaining, I’m interested in you buying from me. And if you followed me for entertainment and you unfollowed me, but you were never going to buy from me, it’s no use to me. I’m not a normal influencer. They tell me “you just got canceled on Twitter,” and it happens three times a week. But I don’t live off brands, I don’t have to look good to anyone, because my business is selling apartments. Also, I do not have a mass consumption business, in the history of my company I have less than 2000 clients. At one point it was at 20 million views a week and 100 a month. That is to say, I am reaching many more people than I need. That they say “Beltrán is unsmokable, I can’t see him anymore”, I don’t care, with having a thousand more clients I’m Gardel. It is an atypical case.
News: Are you considered an influencer?
Briones: No. It is a means to be a better developer, not an end in itself. In fact, I think social media is going to die, because it has a shelf life. And others will come, but today the capital of an influencer is his followers, and if a new one comes he will have zero followers on that one. My project is to grow with the company.
News: Let’s talk about real estate. Is it a good time to buy?
Briones: Very good timing, because in two years from now the properties are going to rise a lot. Shares have risen 200% in dollars, salaries and Merval have also risen in dollars, and properties only 25%. Going out to eat here is like going out to eat in Europe, but the properties are cheaper than in San Pablo, Santiago de Chile, Montevideo. We are also flirting with a return to mortgage credit, which tends to skyrocket the value, and at the same time I believe that the ruling party is doing things well economically. Yes, it’s a bad time to sell… If you can hold on, wait for it.
News: Are there neighborhoods that are reviving?
Briones: Retiro in the 90s was glory, Plaza San Martín was top, today you go and they rob you. The Buenos Aires Microcenter is very punished, because it is a very office area and presence has died. Today the square meter of Recoleta represents the average of CABA, US$2,450. And Núñez and Saavedra, who were previously nothing, took a stand. Núñez is the second most expensive neighborhood in CABA after Puerto Madero, followed by Palermo and Belgrano. Saavedra was the one that rose the most in 2025. But if Argentina becomes a power, the offices will be full again. I believe that the Microcentro will revive, so Recoleta and Retiro will also have another value. The question is when, and I don’t know that.
News: And what neighborhoods are coming?
Briones: In 20 years Paternal will be the Palermo Soho canchero. Chacarita and Villa Crespo raised, Colegiales did not exist 15 years ago and today it is expensive, there are parts of Devoto that are top. The pattern is always northwest.
News: You have a podcast, “El Club del Ladrillo”, how was it born?
Briones: It is the most listened to Spanish-speaking real estate podcast in the world, crazy. I created it with a friend who is also a developer, and we interviewed real estate figures to tell their story. The objective is to change the image of the businessman in Argentina. It cannot be that he is seen as a garca or a bad person, for me he is a hero.
News: Who do you dream of interviewing there?
Briones: Eduardo Elsztain, Eduardo Costantini, Edgardo Defortuna, Alan Faena, Grant Cardone, Donald Trump…
News: Dreams, ambitions, projects?
Briones: I would like to be the largest developer in Buenos Aires and eventually in Argentina.
News: And in what neighborhood do you live?
Briones: In Recoleta, it couldn’t be any other way.
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