How did Serhant turn quirky meetings, dry spells, and Hurricane Sandy's chaos into a thriving career? By embracing risks, crafting stories, and saying YES to every opportunity. From sealing an $8.2M deal over vodka shots in Paris to uncovering a client’s dream home near an unexpected necessity, Serhant's journey through New York real estate is anything but ordinary.

Sell It Like Serhant: How to Sell More, Earn More, and Become the Ultimate Sales Machine

Navigating New York City as a new real estate broker in 2008 was no easy feat for Serhant. He found himself lost in the West Village with his client, Jessica, who grew increasingly frustrated as they circled the block. Attempting to diffuse the tension, Serhant pointed out landmarks, including the apartment from "Friends", but his efforts proved futile. 

Eventually, Jessica had enough and hopped into a taxi, leaving Serhant feeling dejected. As he trudged back to the office, he couldn't help but envy his seemingly unflappable colleague, Ben Kennedy, who was closing deals with ease. What did Ben have that Serhant didn’t?

In a moment of desperation, Serhant called his brother Jimmy, hoping for some brotherly advice. Instead, Jimmy bluntly told him to stop whining and step up. It was a harsh wake-up call, but it forced Serhant to take a hard look at himself. Maybe, as Jimmy put it, he "was" being a "little bitch." Maybe it truly was time to stop making excuses and start taking control of his own success.

Reflecting on his journey, Serhant realized that success wasn’t something that would be handed to him; he had to actively create his own path. While he didn’t experience a dramatic epiphany, he knew a change was necessary. He began taking small but decisive steps toward becoming a better broker. Serhant sought advice from seasoned colleagues, put in extra hours, and refused to give up, no matter how difficult the road became.

Over time, Serhant discovered that success in sales wasn’t about having all the answers; it was about endurance, initiative, and using fear as fuel. He allowed his fear of failure to drive him to work harder and smarter. By embracing his quirky personality and leveraging his past experiences in acting, he found unique ways to connect with clients and build trust.

Today, Serhant stands with confidence, knowing that his journey wasn’t defined by a secret formula for success but rather by perseverance and self-belief. He learned that success is a race where the individual sets both the pace and the finish line. Whether navigating the streets of New York or tackling the challenges of a career, Serhant's story is a testament to the power of taking those first steps—and never looking back.

Was Ben Kennedy the Secret to Unlocking Serhant's Real Estate Success?

Early in his real estate career, Serhant found himself intrigued by a suspicious email from a man claiming to be "Mr. X of Atlantis." What followed was a whirlwind adventure in pursuit of a high-stakes sale in New York City. 

Despite numerous red flags, Serhant’s hunger for success compelled him to proceed. After a series of emails, he managed to negotiate a deal for an $8.2 million apartment. But just as quickly as the opportunity arose, Mr. X disappeared, leaving Serhant anxious and determined not to let this slip through his fingers. 

In an audacious move, Serhant boarded a plane to Paris on a whim, armed with nothing but a contract. Upon arriving, his anxiety escalated when he discovered that the address Mr. X had given him was vacant. Just as doubts began to creep in, Mr. X sent him a message directing him to a bar. 

What followed was a surreal encounter—Mr. X was real, flanked by bodyguards and with a penchant for expensive vodka. Yet, the meeting turned into an intense, late-night negotiation. Fueled by persistence and the occasional shot, Serhant finally persuaded Mr. X to sign the contract.

Back in New York City, the challenges weren’t over. The deposit was delayed, and Serhant endured several nerve-wracking follow-ups before the funds finally came through. Even on closing day, the drama continued. Mr. X summoned Serhant to the Mandarin Oriental, only to later divert him to JFK Airport, where, in a moment of casual opulence, he purchased a 747 before finalizing the deal. 

This rollercoaster experience left a lasting impression on Serhant. It underscored the transformative power of saying yes and embracing risks, even when the path ahead seemed uncertain. Improv classes later became a key tool in his arsenal, sharpening his ability to think on his feet and adapt to unpredictable situations.

As he reflected on his journey, Serhant recognized the critical role of confidence in his success. He credited his father’s lesson on risk-taking during a childhood move for teaching him to overcome shyness and face challenges head-on. From knocking on doors as a kid to introducing himself to strangers at events, Serhant realized that taking risks often led to the most rewarding outcomes.

For Serhant, saying yes became a cornerstone of his sales philosophy. While it can feel daunting, it sets one apart by flipping negatives into positives and building confidence along the way. Each risk he took reinforced his belief that stepping out of one’s comfort zone can unlock extraordinary opportunities. His advice? Say yes, embrace the unknown, and let the journey take you to incredible places.

From Atlantis to NYC: The High-Stakes Real Estate Adventure

When Serhant first met Linus at an open house in Manhattan, Linus stood out starkly from the suited crowd with his eccentric purple tracksuit and wild hair. Despite his quirky appearance, something about him intrigued Serhant. He introduced himself, complimented Linus on his bold color choice, and shared his own love for theater. 

Serhant handed Linus his business card, fully expecting never to hear from him again. To his surprise, Linus called the very next day, expressing interest in viewing apartments in Manhattan. It soon became clear that, despite his peculiar exterior, Linus was a serious buyer with a $4–$5 million budget. 

Serhant suggested a stunning home in Brooklyn's Park Slope, even though Linus initially claimed to be scared of houses and Brooklyn itself. Linus agreed to visit the property, and his unusual questions during the tour seemed to stem more from his unfamiliarity with the area than anything ominous, despite Serhant’s initial suspicions of Linus's cult-leader-like vibe. 

Shortly after the visit, Linus expressed interest in the Park Slope townhouse. With a bit of research, Serhant discovered that Linus's family owned a renowned European fashion house, which explained both his eccentric style and his substantial wealth.

Over time, Linus became not only a cherished client but also a friend, frequently offering referrals and embracing his unique quirks. For Serhant, this experience underscored the vital lesson of being open-minded and nonjudgmental in sales—anyone, regardless of their outward appearance, could turn out to be a valuable client.

Serhant's success in sales, especially in a bustling and competitive city like New York, has always hinged on the ability to create genuine connections. Whether at the gym, Starbucks, or even halfway around the world, Serhant viewed every interaction as an opportunity to forge friendships that could lead to future business. He made it a point to keep conversations organic and sincere, transforming strangers into clients by focusing on shared interests and offering value that went beyond the immediate transaction.

One of Serhant's most effective techniques in sales is the concept of "The Wow Moment"—showing clients something extraordinary to recalibrate their expectations. By introducing a higher-end product, clients often found themselves more willing to stretch their budgets slightly for a better option. This approach not only resulted in satisfied customers but also cultivated repeat business and long-term relationships.

For Serhant, sales was never just about aggressively pushing for the deal; it was about forging real connections, understanding the unique needs of each client, and balancing the pursuit of a sale with genuine empathy and respect. Whether selling shoes or luxury real estate, Serhant believed the key to success was making clients feel valued and understood, ensuring both lasting relationships and successful outcomes.

How an Eccentric Fashion Heir, Became Serhant's Million-Dollar Client?

In April 2017, Serhant closed a $17 million apartment sale to a client he fondly refers to as the "International Man of Mystery." However, the story behind this deal began five years earlier, when Serhant honed his skills in the art of follow-up. The sale wasn’t a matter of luck; it was the culmination of consistent and strategic follow-up efforts. 

Early in his career, Serhant understood the critical role follow-up plays in sales. For him, it wasn’t about pestering clients with calls but rather maintaining meaningful and non-intrusive contact with potential buyers.

This particular journey started in March 2012, during a time when Serhant eagerly awaited the impact of his debut on *Million Dollar Listing New York.* While he anticipated a flurry of calls, only one pivotal call came through—from Mrs. Vivian A. Locke, whose husband, Sebastian, was interested in purchasing a $3 million apartment. 

That single call marked the beginning of a year-long process during which Serhant showed the couple numerous properties across New York City. Despite their indecision, he made sure to keep them within his follow-up rotation.

Years of persistence finally paid off when, sometime later, Sebastian—now divorced and with a significantly larger budget of $20 million—reached out to Serhant. Ultimately, Sebastian purchased an apartment through him, crediting Serhant’s diligent follow-up as the reason behind his decision. The experience underscored Serhant’s belief that follow-up is an invaluable tool and worth the effort.

Equally important to Serhant is follow-through, the act of delivering on promises and maintaining accountability. This principle was exemplified in his dealings with Campbell, an enthusiastic real estate client. Serhant’s dedication to follow-through helped him secure the sale of Campbell’s $36 million Park Avenue apartment.

The final piece of Serhant’s sales philosophy is follow-back, which involves reconnecting with past clients or those who initially chose not to work with him. One notable example was his interaction with banker Jonathan Stern. Through diligent follow-back efforts, Serhant eventually landed a significant opportunity to sell a new development in Brooklyn.

To Serhant, the “Three F’s”—follow-up, follow-through, and follow-back—are the cornerstone of building lasting relationships and cultivating repeat business. These strategies ensure that clients remember him, even when immediate sales aren’t on the table. And, as Serhant wisely notes, when all else fails, there’s always the fourth F: Forget it and move on.

How Million Dollar Listing's Follow-Up Strategy Led to a $17 Million Sale

In the world of sales, emotions play a pivotal role, illustrated vividly in the journey of finding Sarah her perfect apartment. Sarah wasn't just looking for a home; she was searching for a unicorn—a mythical place that ticked every box but seemed impossible to find. 

Despite showing her numerous listings, nothing felt right. Even a perfect penthouse with all her preferences didn't spark joy. It was only when a listing with a gym, good view, and proximity to a strip club appeared—the latter being a surprising, yet crucial element—that Sarah finally found her dream home.

Ryan Serhant details the emotional roller coaster that accompanies any sale, likened to the seven stages of grief. Excitement turns into frustration, which morphs into fear, disappointment, and eventually acceptance, happiness, and relief. 

Understanding these stages can make or break a deal. For instance, Campbell Killian's purchase of a dream apartment on Park Avenue followed this exact emotional trajectory, navigating through excitement, fear, disappointment, and ultimately relief when he realized his investment was a bargain.

Serhant shares tools for managing client emotions: empathy, assurance, and the three P's—Push, Pull, and Persist—help navigate complex decisions. Surprises, like exceeding expectations or presenting information positively, can also turn the tide. A humorous anecdote about receiving a baby pig as a gift reinforces the unpredictable nature of sales.

Ultimately, sales require finesse, empathy, and anticipation of the emotional stages to guide clients through their journey, whether it's buying a home or a simple wristwatch. Understanding and addressing emotions strategically can transform a challenging sale into a success story, leaving both the salesperson and client celebrating with metaphorical champagne.

Is Emotional Intelligence the Secret Weapon in Serhant's Sales Success?

Serhant recalls the exhilarating moment in Paris with Mr. X—a career milestone marked by the thrill of making his first multimillion-dollar sale. That high, however, was soon followed by a challenging dry spell that tested his resolve. Calls and postcards went unanswered, leaving Serhant questioning his capabilities. 

Was the Paris success merely a fluke? For four months, self-doubt lingered until a family trip to Mexico shifted his perspective. While a sunburn kept him indoors, an unexpected email arrived. Maximus, a client who had received a postcard from Serhant years ago, reached out about selling an apartment in the legendary Park Imperial. That single email reignited Serhant’s ambition, but it also served as a wake-up call: relying on luck wasn’t a sustainable strategy. He realized he needed to forge his own path.

Determined to take control, Serhant embraced the chaos of sales and devised the Finder, Keeper, Doer method. Under this system, the Finder seeks new business, the Keeper manages finances, and the Doer executes tasks. This structured approach transformed his career. Serhant mastered the art of leveraging time, creating opportunities, and managing chaos effectively. 

By structuring his day with purpose—starting with a 4:30 a.m. wake-up to dominate the morning—he balanced his roles and grew his business. From making tough calls first thing in the morning to maintaining a proactive schedule, Serhant developed a disciplined approach to time management.

Serhant discovered that thriving in sales meant having multiple opportunities—or "balls"—in the air, each representing a potential sale. He emphasized the importance of expanding his network and capitalizing on successes. Whether cold-calling landlords or strategizing finances, every task contributed to building a robust foundation for his business. Sharing the workload and outsourcing became crucial elements of his strategy. As Serhant often says, it’s better to earn 50% of something than 100% of nothing.

Ultimately, Serhant believes that success in sales requires routine, structure, and relentless drive. His journey from uncertainty to empowerment taught him that creating a work system is essential to maintaining sanity and achieving goals. He invites others to embrace the chaos, structure their day, and get FKD—because success isn’t about waiting for luck; it’s about creating it.

From Paris Fluke to Park Imperial Fortune: Embrace the Chaos with the FKD Method!

In October 2012, Hurricane Sandy devastated the East Coast, leaving New York City silent as it dealt with power outages, flooding, and widespread evacuations. 

Amid the turmoil, Serhant found himself questioning his career path, lamenting the 5 a.m. wake-up calls and the uncertainties of life in sales. His father, whose disciplined, military-like approach to work had always been a guiding light, reminded him that hard work is a choice fueled by the desire to succeed. This insight shifted Serhant’s perspective, transforming his mindset from simply working a job to building a meaningful career.

Growing up, Serhant and his brother earned pocket money through various odd jobs, experiences that laid the foundation for their strong work ethic. Whether collecting sticks or working on a ranch, the tough manual labor taught him the value of hard work and its direct correlation to success. His father’s advice encouraged Serhant to focus on creating a career rather than just earning a paycheck. Sales, as he came to realize, wasn’t just about selling real estate—it was about brokering people’s desires.

Understanding four key tenets—Why, Work, Wall, and Win—became critical to Serhant’s journey. His Why, his competitive spirit, motivated him even in the toughest of times. The Work involved connecting clients with their dream homes, while the Wall symbolized his fear of wasted potential. His Win was to transform the perception of sales, inspiring others to see it as a fulfilling and rewarding profession.

The power of positivity in overcoming challenges became evident to Serhant when he finally sold a particularly difficult listing after countless follow-ups and an unwavering belief in the outcome. This victory reinforced his belief that positivity could turn even the most daunting situations into triumphs.

For Serhant, storytelling became a cornerstone of his sales approach. Whether it was selling Billie Holiday’s empty brownstone by highlighting its historic charm or rebranding 99 John Street as the "John Deco" building by tapping into its architectural heritage, he understood that crafting compelling narratives could make any product exciting. 

These engaging stories sparked interest and created emotional connections, as seen in his creative pitches and his insistence on understanding a product’s intricacies—something he learned early on from Frank’s thoughtful cabinet story.

Serhant also emphasized the importance of having a hook to stand out in sales. His journey from renting apartments to brokering multimillion-dollar properties involved strategically increasing deal sizes and celebrating his successes publicly. By embracing creativity and maintaining an “always on” mentality, he ensured that no opportunity slipped through his fingers.

Failures, such as the deal lost during his wedding, became valuable lessons in resilience. Serhant learned that understanding why deals fall apart—whether due to communication breakdowns, unrealistic client expectations, insufficient product knowledge, or stale approaches—could prevent similar setbacks in the future. Reflecting on these lessons and maintaining a positive outlook allowed him to navigate the inevitable highs and lows of sales with confidence and growth.

For Serhant, success in sales involves overcoming fences, not walls, and finding innovative ways to stand out. Whether through unique promotions, leveraging social media, or honing his craft, he consistently pushed his career forward. He also found motivation in setting personal incentives, like planning trips or cutting safety nets, to push himself toward his goals. Building a team, he believed, should come as a natural result of business growth, with an emphasis on energy, enthusiasm, endurance, and education.

Can Hurricane Sandy's Chaos Teach Us the Secrets to Career Success?

Navigating the world of real estate sales in a bustling city like New York requires not just skill, but resilience and a willingness to embrace uncertainty. The journey to success is paved with moments of self-reflection where one must take control and actively carve out their own path. It's about recognizing that success isn't handed over; it demands endurance, initiative, and the courage to turn fear into motivation. 

Connecting with clients on a personal level is crucial, where empathy, open-mindedness, and genuine interactions lead to lasting relationships. Transforming initial impressions into deeper connections can uncover surprising opportunities that might not be apparent at first glance. The art of sales revolves around understanding and managing client emotions, guiding them through the peaks and valleys of the decision-making process with finesse and empathy.

Embracing risks and saying yes to the unknown can unlock extraordinary opportunities. This philosophy is about flipping negatives into positives, building confidence, and stepping outside one's comfort zone. Structuring one's day with routine and purpose, as part of a strategic work system, helps in managing chaos and leveraging time effectively. Success in sales requires the ability to maintain multiple opportunities and the drive to turn chaos into structured growth.

In sales, follow-up, follow-through, and follow-back are essential strategies that ensure clients remember you, even when immediate sales aren't achieved. These principles build lasting relationships and cultivate repeat business. Equally important is the power of storytelling, which creates emotional connections and enhances product appeal, transforming mundane offerings into compelling narratives.

Ultimately, success involves overcoming obstacles, learning from failures, and finding innovative ways to stand out, whether through unique promotions, leveraging social media, or honing one's craft. By embracing creativity and maintaining a consistent drive, one can push their career forward, celebrating successes publicly and using them as stepping stones for future growth.

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Sell It Like Serhant: How to Sell More, Earn More, and Become the Ultimate Sales Machine

Ryan Serhant

8 Key ideas

21 MINS

4.9 (303)

How did Serhant turn quirky meetings, dry spells, and Hurricane Sandy's chaos into a thriving career?

By embracing risks, crafting stories, and saying YES to every opportunity. From sealing an $8.2M deal over vodka shots in Paris to uncovering a client’s dream home near an unexpected necessity, Serhant's journey through New York real estate is anything but ordinary.

How did Serhant turn quirky meetings, dry spells, and Hurricane Sandy's chaos into a thriving career?

By embracing risks, crafting stories, and saying YES to every opportunity. From sealing an $8.2M deal over vodka shots in Paris to uncovering a client’s dream home near an unexpected necessity, Serhant's journey through New York real estate is anything but ordinary.

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