Agent, Influencer, and Internet Sensation James In The City
Toronto’s James Milonas—better known under his business and lifestyle alias James In The City—is the one to watch when it comes to marketing and branding in the twenty-first century.
While it’s no secret that establishing a strong online presence and utilizing any and all available channels is vital to maintain a stake in the competitive real estate world, this millennial goes above and beyond most calls-to-online-action by shining the spotlight on not just his property listings, but first and foremost on himself.
From instructive segments and sit-down Q&A’s to humorous TikTok sketches, tequila-toting selfies, stylish shoots and shirts that read “Sounds Gay, I’m In”, James In The City’s social media is as dynamic and engaging as ever. And his positioning strategy is clearly working: the Canadian has amassed over 20,000 followers on his social platforms and has racked up guest appearances on network shows such as Top Million Dollar Agent and HGTV’s Open House Overhaul.
We asked this Real Pride Network member some questions to get to know him and his philosophy as an influencer, internet personality, and agent better.
Q: What does a typical day look like for you?
I'm up at 5:30 every morning and spend the first couple hours on myself. Reading, meditating, working out, and from there it's a coffee and into the office. Appointments throughout the afternoon, dinner at home with my partner and back to the home office to finish off the night.
What are your favourite hidden gems in The GTA?
Ooh!!! Some cute pockets in Toronto's east end along the waterfront, Richmond Hill's Mill Pond community and the old cottages in Corktown.
Q: What is your anthem? Your favourite TV show?
Cardi B - Bodak Yellow! #IYKYK
I am a reality TV junkie. Give me Kardashians and Real Housewives and I am happy!
Q: What digital spaces can you not live without?
Instagram! It's my money maker!
Q: How have you been enjoying TikTok?
I love TikTok! It's great to showcase properties and gain respect in your market. Unfortunately there are a lot of haters who troll and leave negative comments.
The occasional online antagonist aside, James In The City proves that putting yourself out there can be profoundly rewarding. Rather than flood his audience’s timelines with details of his listings or reminders of upcoming open houses, the twenty nine year-old gives his followers the opportunity to get to know him personally through the screen. It’s part of what makes his brand so dynamic, attractive, and authentic to viewers. And leaning into this individuality, says James, is essential.
Q: What differentiates you from others in the business?
I'm myself. I don't hide behind a curtain.
Q: Who do you look up to in the LGBT+ community?
RuPaul. For being authentically him.
Q: Any Advice for new queer agents?
Don't be ashamed of who you are. People will love you, and if they don't; they are not your people.
Though his digital presence galvanizes an audience of buyers and sellers by successfully marketing himself as the young, fun, candid, and queer character he is, James In The City means business. Beyond his role as an influencer AND Torontonian luxury realtor with Johnston & Daniel, James serves as a member of the Young Professionals Network (YPN) committee of the Toronto Regional Real Estate Board and the Ontario Real Estate Association. Hoping to broaden his impact and beckon in a new era of diversified leadership in the industry, James has set his sights on continuing his term as an OREA director with the hopes of running for his local board (TRREB) next!
With seven years of experience and counting, James In The City has carved out a reputation for working both smart and hard. Having faced adversity and overcome challenges to get to where he is today, James prides himself on his diligence, philanthropy, conscientiousness, and his ability to be his own boss—in fact, that’s what led him to the industry in the first place.
Q: What led you to start your journey in real estate?
I wanted to be my own boss. I burnt out in my previous life and I was tired of working 55 hours a week for someone else. I'd rather work 80 for myself.
Q: What is your proudest career moment?
Hmm. There have been a few, but I would have to say selling this dump of a home I had. I called it the "Demon House" because it was just destroyed by the tenants. The seller was out of the country and hired me virtually to sell. Everything that could go wrong went wrong, but I had it professionally cleaned, fully staged, marketed, etc. and sold at a record price for that neighborhood. It wasn't a quick sale but it was a good sale.
Q: What is your proudest life moment?
Being 12 years sober from narcotics
Q: What causes are close to your heart that deserve more attention?
Both my mother and I are survivors of violence, so I spend a lot of my time and resources to womens-based shelters and charities. CANFAR (the Canadian Foundation for AIDS Research) is also very important to me as a gay man. I have friends who are positive and with the help and support from CANFAR they are living fabulous and healthy lives.
What does the future hold for James? Well, as has become the typical answer in recent times, many plans (such as those travel-related) remain on pause. But the pandemic hasn’t stopped him from staying busy with business endeavours and investments, personal projects, and his commitments to charity and giving back. This professional is still very much on the go.
And rest assured that, if curious, one need only follow his accounts to stay up-to-date with what James In The City does next.
Q: Do you have any big plans once pandemic restrictions subside?
I just plan on travelling this year. Anywhere I can!
Q: What makes you feel alive?
The ocean. I can't describe it, but whenever I am needing a recharge, I book a flight to the Carribean and connect with the water.
Q: What are your goals for 2021?
I turn 30 this year so I have some big lofty goals. I just purchased an investment condo and I want 1 more by year end, as well as a nice donation to the covenant house.
