There are individuals who keep on message — after which there’s Ryan Serhant.
The celeb actual property dealer, who gained international fame for his appearances on Million Greenback Itemizing New York, is hyper-focused, direct and as polished because the gleaming surfaces of the mega-penthouses he sells in Manhattan. Not a foul look while you’ve simply printed your third ebook, a information to branding oneself and one’s firm.
Titled Model It Like Serhant: Stand Out From The Crowd, Construct Your Following, and Earn Extra Cash ($30, Hachette Go), the ebook takes readers by chapters designed as a step-by-step program that features figuring out a core id, recommendation on utilizing social media, and exhortations to “shout it from the mountaintop,” i.e. confidently and emphatically promote oneself. It consists of workout routines on the finish of every chapter and even consists of images of Serhant modeling outfits and exhibiting poses that do and don’t work on social media platforms and in branded content material.
The ebook is predicated on Serhant’s success as a mega-selling actual property agent who based his personal eponymous brokerage in 2020. Within the new ebook, he additionally shares recommendation from others, interviewing a slew of prime entrepreneurs and specialists, together with style designers Rebecca Minkoff and Kenneth Cole, Resy co-founder Gary Vaynerchuk, The Refined Artwork of Not Giving a F*ck creator Mark Manson, and inside designer Athena Calderone.
Right now, Serhant’s brokerage operates in eight states, has simply over 500 brokers and did practically $3 billion in residential actual property gross sales in 2023. The corporate — which not too long ago employed its first president, Josh Workforce (former president of Keller Williams) — additionally touts that it’s the most adopted actual property model on the planet, lassoing round six million followers throughout social media platforms (together with Serhant’s “Listed” Youtube channel). He additionally runs an training platform known as Promote It Like Serhant, which has 20,000 members from greater than 110 international locations, a big proportion of whom aren’t even actual property brokers.
Serhant — whose present listings embody a $195 million three-floor NYC residence within the tallest residential tower on the planet — speaks with THR about his new ebook Model It Like Serhant, his plans to star in a brand new TV present (“perhaps it comes out quickly”), whether or not he plans to broaden Serhant to the West Coast, and his recommendation on tips on how to faucet into one’s core id and put it on the market for enterprise success.
What was the genesis of you changing into a ebook creator?
So I spent from 2008 to 2017 principally writing as I used to be going about my life as a salesman [and] every thing that I used to be studying as a result of I knew I’d neglect it. So tips on how to work with patrons, tips on how to work with sellers, tips on how to construct a private model, tips on how to be assured within the second, all of that. A great a part of that changed into what my first ebook was, which was Promote It Like Serhant in 2018. That then turned an internet training enterprise that then turned a talking tour that then turned a TV present on Bravo known as Promote It Like Serhant. And it’s all of the gross sales instruments you’ll want to discover ways to promote something to anybody. After which I adopted that up throughout COVID in 2021 with Massive Cash Vitality, which was okay, now you’ve the gross sales instruments, but when your palms are sweaty, in the event you don’t have the boldness, then it’s simply going to be a toolbox that sits in your closet.
Inside of the Central Park Tower Penthouse, listed with Serhant for $195 million.
Evan Joseph/Courtesy of Serhant
And now you’ve your third ebook.
The ultimate piece of what I’ve known as my promoting trilogy is then, “Nice, you know the way to promote. You’ve the boldness to promote, but when nobody is aware of what you’re promoting, it’s all moot.” And I regarded onerous for a model handbook, like a branding blueprint for in the present day, and every thing I discovered was previous. It’s dated now. The whole lot must be up to date. So I desire a ebook that teaches me tips on how to use Threads, Twitter X, TikTok, and thought management throughout LinkedIn. Successfully, I desire a ebook that teaches me a model technique system. So if I’m simply beginning out in actual property or in health or in retail or attire or I’m a author, I’m going to construct my very own private model.
That is my longest and largest ebook ever. It goes by every thing I do know on tips on how to construct private and product manufacturers in in the present day’s world and past. And what I did in another way on this one in comparison with the primary two was I’m not the one individual that has labored on constructing a model earlier than or thinks about it on a regular basis. So let me go and interview quite a lot of totally different folks and simply get their ideas throughout the board. So I wish to discuss to YouTube influencers, social media stars. I need Gary Vaynerchuk in there. I need Mark Manson who’s one of many largest authors of all time. I need Kenneth Cole who everybody is aware of what a Kenneth Cole shoe is, however how does he take into consideration model and the social affect of name? I wish to discuss to this superb lady who’s rebranding intervals and creating interval energy together with her model of tampons and pads and never making it like one thing that needs to be a secret and hush hush the best way advertising at all times was, however really deliver energy to one thing that half the world experiences each month. All that’s in there.
If you began your training platform Promote It Like Serhant, it was clearly geared towards instructing actual property brokers tips on how to promote higher. How broad has it develop into now?
We have now surgical procedure facilities in Asia, we’ve provide chain managers. We have now fundraisers for hedge funds. [We have] boat jet and actual property brokers, clearly. Simply all these totally different industries which have come to us and each time they arrive we’re like, “Why are you right here? Are you aware what I do?” They’re like, “yeah, properly sorry, however the place else do I am going? I have to discover ways to promote extra and construct a much bigger model so I can generate extra enterprise.” So we assist folks get there. You don’t must be tremendous lovely and bubbly and know tips on how to dance with a hula hoop on TikTok to construct a model.
Serhant’s listings embody this 8,000-square-foot dwelling in East Hampton, New York, with six bed room suites, a pool and an out of doors dwelling pavilion. It’s listed with Serhant’s Kieran Brew for $17.95 million.
Courtesy of Serhant
Let’s discuss extra about a few of the suggestions you share. What in regards to the third a part of your ebook known as “Shout It From the Mountaintop”?
Success begets success. We have now a factor that we name the Serhant model technique system. After getting your core id, then you definately create constant content material, no matter which means for you. Then once more, nobody’s going to know what you promote in the event you don’t inform them. So what’s your approach that’s genuine to you to shout it from the mountain prime to amplify your success? And I believe lots of people get confused that that’s bragging, they usually don’t really feel snug doing that. However you’re not bragging. You’re congratulating [for example] your shopper on one other nice article, on an amazing job constructing a tremendous dwelling that’s offered in document time. You’re not saying hats off to me for doing it once more.
What are ways in which you advocate somebody work out what their core id is?
Write an essay about it. Do the work as a result of that then is your lookalike audience that you simply’re going to go after as a result of so many individuals attempt to simply put themselves on the market as a model or their product is a model they usually attempt to be every thing to everybody, which in flip makes you nothing to nobody. So go after that area of interest and let that area of interest carry you the place you wish to go. So as soon as you recognize that core id, then you definately exit into the world, you’re on social media, you’re at a celebration, you’re in every single place. That core id leaves your lips or leaves your fingertips, and that turns into the notion that the world has of you, has of your model, of your product. After which what occurs? You then depart the room, you set your cellphone down, you allow the networking occasion or wherever you had been. Now folks speak about you behind your again. So now that notion turns into repute. Over time, that repute turns into your model and what you’re recognized for.
Ryan Serhant appeared on Bravo’s What What Occurs Stay with Andy Cohen in February.
Charles Sykes/Bravo
You’ve mentioned that Serhant is a media firm that occurs to promote actual property. What do you imply by that?
I imply, what’s a conventional actual property brokerage anyway, proper? It’s an actual property promoting firm that holds licenses legally for different human beings to promote actual property after which assist folks transact. I imagine strongly after we began this that our core differentiator is that we’ve an in-house manufacturing firm and we’re a media firm that sells actual property and sells it actually, very well with the most effective of the most effective within the business. And so in the event you’re a vendor, you’re going to pay a fee. You wish to get essentially the most bang to your buck, I believe no less than I hope you do. So that you may as properly go to the agency that has the most important actual property brokerage following on the planet with the folks which are the specialists in your asset. And in the event you’re a purchaser, you wish to go along with the individuals who have essentially the most entry. Individuals attain out straight as a result of you’ve that platform of consciousness creation. And so I believe that’s what we’re constructing and there’s enjoyable expertise that makes that truly occur and there’s an enormous crew round it. So we’re not like Hollywood Reporter for actual property. We’re a brand new kind of firm and it’s rising rapidly and we’re figuring it out a bit bit every single day.
Are your brokers utilizing AI to write down listings and assist with different advertising?
Serhant’s listings embody this new-construction, single-family townhome on Minetta Avenue in Manhattan that features a storage, rooftop with outside kitchen and scorching tub, and a backyard with a waterfall and bamboo. It’s listed with Serhant’s Andy Klaric and Chase Landow for $18.5 million.
Tim Waltman
We use a big quantity of AI now. We put out our first product, [an AI tool] known as S.MPLE.
Do you’ve any plans for the West Coast?
Yeah, ultimately. Proper now I wish to be emergency flying distance. We’re opening up Georgia after which I’ll bounce into South Carolina the place we’ve nice presence already. I can fly within the morning and might be again that evening. Can’t try this in L.A. or in San Francisco, and it’s a unique market. I take a look at publicly traded corporations and see what their efficiency has been like within the West Coast after coming from the East Coast, and there’s lots to find out about what to not do, and I simply wish to take a look at the errors and the wins of the individuals who have constructed nice companies earlier than me and take the most effective, depart the remainder.
What are you able to say about experiences that you simply’re planning a brand new TV collection, working title Home of Serhant, with Netflix?
So Million Greenback Itemizing ended once I began the corporate in 2020. However I had a dialog with Bravo once I began the corporate they usually mentioned, “We’re joyful to comply with your evolution. We’ve been doing that for 10 years with you. We met you while you had been 24 and happening dates within the Monetary District and now issues are totally different. That mentioned viewers comply with format and picture watching Regulation and Order and one of many detectives goes off and begins their very own detective company. That may be a unique present.” So I mentioned, “Honest, no drawback. All of us evolve.” And in order that present got here to an finish after a decade and I may be engaged on one thing new that I can’t speak about, but when I did, it will be superior and it will be an evolution of the style in a approach that’s fairly loopy and perhaps it comes out quickly.
What do you expect the actual property market might be like this yr?
I believe we’ll in all probability see a slowdown in all probability within the fall simply as individuals are actually simply going to wish to see what occurs with the [presidential] election. Stock continues to be traditionally low. The nation is brief simply over three million homes. It’s loopy. In good commonplace years, we’re seeing north of six million houses commerce in the USA yearly. Final yr, was simply over 4 [million] while you issue new building. In order that’s loopy. It was decrease than 2008 [when] the world got here to an finish — and folks had been nonetheless shopping for homes.