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Ryan Serhant is not any stranger to the highlight. Because the star of Million Greenback Itemizing New York and now the mastermind behind his personal Netflix present, Proudly owning Manhattan, Serhant has constructed an actual property empire that’s as a lot about branding as it’s about closing offers.
On this unique interview, Serhant shares the methods which have propelled him to the highest of the Manhattan actual property panorama, providing insights into how he has cultivated a profitable model in one of the vital aggressive markets on the earth.
From actuality TV to actuality verify
Serhant’s journey from forged member on Million Greenback Itemizing to creator and producer of his personal Netflix sequence put him within the driver’s seat, with full artistic management to form the narrative.
Proudly owning Manhattan. Ryan Serhant in episode 103 of Proudly owning Manhattan. Credit score: Courtesy of Netflix / 2024 Netflix, Inc.
“I wanted full control over how the story of our company was told, which is why I became a producer. The original title was House of Serhant because we have Serhant houses instead of normal offices in key markets. It was going to be about what goes on inside that world — what would happen if Million Dollar Listing, Vanderpump Rules and Succession had a baby,” Serhant stated.
Recognizing the necessity for broader enchantment, Serhant made the strategic choice to rename the present Proudly owning Manhattan, acknowledging that whereas Serhant is a family identify within the U.S., the identify nonetheless wants to achieve traction internationally.
The stress to carry out: Constructing a model beneath the highlight
Transitioning to his personal present was not with out its pressures. The stakes had been excessive — not only for his private model however for the fame of his complete firm.
“If you’re a great leader, the world will know. If you’re a bad leader, the world’s going to know,” he stated. This mentality drove Serhant to solidify his position as a CEO, making certain that each side of his enterprise mirrored the excessive requirements his model represents.
“I had to step up and be the CEO the world expects me to be. Every deal, every interaction on the show, reflects on our brand. It’s not just about selling; it’s about how we sell and how we manage the business,” Serhant stated.
Choosing brokers for the present
Serhant selected brokers who weren’t solely prime sellers, however he additionally prioritized ethics and variety, that are central to the model’s id.
Proudly owning Manhattan. Ryan Serhant in episode 103 of Proudly owning Manhattan. Credit score: Courtesy of Netflix / 2024 Netflix, Inc.
“New York is a melting pot of the most intellectually curious and hardworking salespeople on the planet. The diversity of our firm enhances our ability to connect with a broad range of clients and makes our stories richer and more relatable,” Serhant famous.
“This isn’t a show about appearances; it’s about real agents doing real deals in one of the most competitive markets in the world.”
The affect on the SERHANT. model
The present’s affect on the SERHANT. model has been profound. Serhant shared that in July alone, the corporate gained over 1.1 million new followers throughout its social media accounts, and lead circulation elevated by greater than 1,000 %.
“Interestingly, the impact has been even more significant in markets outside New York. In cities like Orlando, Tampa and Raleigh, the show has made our brand a household name almost overnight,” Serhant stated. This widespread recognition is a testomony to the ability of media in scaling a enterprise — profitable main developments and benefiting from the publicity’s affect on agent recruitment.
Social media: The brand new actual property
Social media is essential in sustaining and rising Serhant’s model. He leverages platforms like Instagram, YouTube and TikTok to keep up a continuing connection together with his viewers.
“If Netflix is the largest distribution network, social media is the most immediate. It allows us to stay top-of-mind and engage with our audience in ways never before possible,” he stated.
Not like conventional media, which may take months or years to develop, social media presents real-time management, permitting him to advertise a property inside minutes of getting an concept. He provides that the corporate’s use of social media makes positive his model is related and his properties and brokers stay seen to potential shoppers worldwide.
Classes from the present
Regardless of the present’s success, the journey was not with out its challenges. Serhant recollects moments of intense stress, equivalent to shedding a significant deal proper earlier than a significant firm announcement of their third anniversary.
Serhant shared, “There’s a quick moment when I got off the phone and hugged the wall, yet I knew I had to show up happy.” This uncooked, unfiltered second resonated with viewers, notably these in gross sales, who understood the stress of sustaining a constructive entrance even when issues go incorrect.
Trying forward
Serhant is optimistic about the way forward for his present and his model. “We’re expanding rapidly, with plans to reach 1,000 agents soon and venture into new markets across the country. We’re also rolling out S.MPLE, our new AI-driven back-office platform, which will revolutionize how our agents work. It’s like Instacart for real estate — it does all the administrative work for them, allowing them to focus on what they do best: selling.”
Now that Netflix has picked the present up for a second season, Serhant is hoping to take it to the subsequent degree and notes, “Whether on TV or off, we’re going to keep growing, innovating and pushing the boundaries of what a real estate brand can be.”
The ultimate interval
Some of the distinctive parts of the Serhant model is the interval on the finish of its identify — SERHANT. — which is a daring assertion in branding. When requested concerning the rationale behind this, Serhant’s response is as definitive because the punctuation itself: “Because you don’t have to look for any other firm. You have SERHANT., period and stop, full statement.”
This easy but highly effective branding choice encapsulates Serhant’s strategy to enterprise — assured, direct and definitive.
Within the aggressive world of New York actual property, Serhant has confirmed that success requires extra than simply closing offers. It calls for a powerful, recognizable model that’s constant, genuine and all the time evolving. By his relentless drive and strategic strategy, Serhant continues to set the usual for what it means to succeed on the earth’s most difficult actual property market. Interval.
