Ryan Serhant Update: Disrupting the MULO Real Estate World
We interviewed Ryan Serhant a couple of years ago, when he introduced the concept of a “real estate broker office as content creator studio.” His vision appears to be gaining momentum as Serhant expands into new markets. Serhant is also upping the talent game in a legacy industry by recruiting the best property “influencers” with deep knowledge of real estate and relationship-building.
After all, people buy houses from people and not simply from Zillow or MLS listings!
We at Street Fight were honored that Serhant took the time, between his multiple business ventures and family life (which we often see on Instagram), to speak with us again.
Two years after the first interview, what are a few of your major moves?
” A LOT has happened in the last two years! I have been very focused on two things: tech and expansion. SERHANT. has expanded like crazy, in the last two years, we opened in Florida, Connecticut, North Carolina, South Carolina, Georgia, New Jersey, Pennsylvania, Georgia, Arizona, Maryland, Virginia, and DC, and we now have more than 1,000 agents. We have also developed and deployed our proprietary AI workflow automation platform, S.MPLE, a full-service large action model revolutionizing sales workflows for SERHANT. agents.”
In addition to all of this, our Netflix series, “Owning Manhattan” debuted last summer and was a top 10 show in more than 40 countries, which exposed our brand to millions of people around the globe. It’s been quite the ride, and our business has seen incredible benefits from the exposure. Within the first month of season one airing, SERHANT.’s social media reach increased 88%, listing inquiries jumped 285%, and traffic to our website rose by 1,915%. We’re now gearing up for season two to premiere on December 5th.”
Why did you decide to open Phoenix as your first west coast market? How do you compete against local and legacy companies?
“SERHANT.’s expansion has been a natural evolution, driven by organic demand for our brand and tools like S.MPLE and Sellit.com, as well as our commitment to align with agents and teams who share our vision for the future of real estate. Arizona holds a special place in my heart—having spent significant time there while my parents lived in the state, I’ve always envisioned us planting our flag there, so having this be our first western market is a full-circle moment. We opened Arizona in March with agents who have achieved a combined total of more than $500 million in sales volume within the last twelve months, which is a record for the area, and started off strong with more than 100 listings on day one.”
Adds Tori Toth, a Licensed Real Estate Strategist and Home Stager, who chose to join the Arizona team:
“When SERHANT. opened in Phoenix, it was a natural move for me. I’m a New Yorker who’s built my career on creativity, staging, and video storytelling. I wanted a brokerage that values bold initiatives. For example, I created a “100 Days of Open Houses” challenge. I’m elevating my personal brand by surrounding myself with world-class talent…next-level video quality, polished professionalism, innovative technology, and the connections that let us collaborate with the best of the best.”
As with all MULO brands, having a culture that encourages entrepreneurial spirit and creative new ideas can help keep your talent challenged and engaged. The real estate industry is highly competitive, and when a broker or agent “jumps ship,” relationships and sales go along with them.
What have you learned as you’ve gone through the process of turning agents/brokers into “personal brands?”
“Building a personal brand is essential for sales success in 2025 and beyond. Buyers choose to work with people they trust, connect with and who are proven experts in our field. Our agents stand out because they’ve mastered the art of elevating their personal brands, creating exposure and influence that’s second to none. We don’t just showcase properties, we share our POV, our expertise, our knowledge and we do it in an entertaining way. We empower them with the technology and resources needed to amplify their presence and drive lasting success.”
What qualities do your most successful Serhantians have? What can retailers, restaurants, and other MULO (multi-location) businesses learn from your talent acquisition and retention process?
“We call our community and team the Ser-fam. We trust and support each other and I try to create a positive, energetic and effective culture. First and foremost, we work hard, and we want to succeed – and help others succeed. This idea of support being integral to success defines our team and creates growth. Our growth has always been organic, and that’s why it’s effective. We expand by meeting our clients where they naturally are, in the markets where they’re already looking to buy and sell, and we only work with those who share our values and commitment to doing business the right way.”
What’s next?
“There’s so much in the works that I can’t wait to share. This September, I’m especially excited for our flagship event: Sell It 2025. It is unlike any other sales conference in the world, and this year we’re taking over Universal Studios in Orlando for three action-packed days filled with world-class speakers and transformative content.
I look forward to this event every year, and this year we’re doing it bigger than we ever have before. Beyond that, we have so many major initiatives rolling out before the year wraps up, and we’re always looking to expand into new markets, and of course, we can’t wait for the world to see what we’ve been up to when Season 2 of “Owning Manhattan” premieres on Netflix on Dec 5th.”
For more insights into new MULO industries and how brands are integrating entertainment and technology into their marketing, join us at Street Fight LIVE 2025.
