Ryan Serhant, a leading figure in the American real estate market, has revealed the straightforward networking strategy that underpins his brokerage's projected $6 billion in sales this year. The 41-year-old mogul, who started his career earning just $9,000, attributes his success to a simple two-part formula he applies in every interaction.
His firm, Serhant., which launched in the middle of the pandemic in September 2020, has seen rapid growth, crossing $1 billion in sales within the first 35 days of 2025 alone. This growth is built on a philosophy that prioritizes personal connection over traditional sales tactics.
Key Takeaways
- Ryan Serhant's brokerage, Serhant., is on track to close $6 billion in sales this year.
- His networking strategy is called the "two C's": Give a compliment and find something in common.
- Serhant emphasizes building long-term relationships, stating, "People hate being sold, but they love shopping with friends."
- He follows up with new contacts within 10 minutes and maintains engagement indefinitely.
- The firm has grown to over 1,100 agents across 14 states since its launch in 2020.
The 'Two C's' Philosophy
At the core of Serhant's approach is a method he calls the "two C's." In a recent interview, he explained the formula: "You give someone a compliment, and you find something in common."
This technique is designed to create an immediate, genuine connection, shifting the dynamic from a sales pitch to a personal conversation. Serhant believes this foundation is crucial for building the trust necessary for high-stakes transactions.
He argues that the primary role of a salesperson is not to sell a product but to cultivate relationships. This mindset has been instrumental in his career, which includes over $15 billion in total real estate sales.
Immediate and Persistent Follow-Up
The initial meeting is only the beginning. Serhant has a strict rule for following up with new contacts: he sends a message within 10 minutes of meeting them. "I send them a quick note, a quick text. So, great meeting you seven-and-a-half minutes ago. Let’s do something great together," he described.
He then keeps the message unread as a constant reminder to continue the conversation. His self-professed motto for engagement is to persist "until they buy or I die." This highlights a commitment to long-term relationship management, which he refers to as building "contact currency."
By the Numbers: Serhant's Success
- $15 Billion+ in career real estate sales.
- $6 Billion in projected sales for his brokerage this year.
- $1 Billion in sales in the first 35 days of 2025.
- 1,100+ agents working for his firm.
- 99% agent retention rate at his brokerage.
- 101 billionaires on his personal contact list.
From Humble Beginnings to Industry Leader
Serhant's journey to the top of the real estate world was not immediate. He started his career in 2008, the same week Lehman Brothers collapsed, and earned approximately $9,000 in his first year.
This early struggle shaped his understanding of the business. He transformed from a struggling actor into a real estate powerhouse, eventually launching his own brokerage, Serhant., in September 2020. Despite the challenges of the global pandemic, the firm has become one of the fastest-growing real estate companies in the United States.
Today, the firm boasts more than 1,100 agents across 14 states and maintains an impressive 99% agent retention rate. Serhant's story and methods are also featured in the Netflix series, Owning Manhattan.
The Power of Relationships in High-Value Sales
Serhant's focus on relationships over transactions is particularly effective in the luxury market. Earlier this year, he facilitated sales in Palm Beach totaling $308 million entirely over the phone. He credits these deals not to salesmanship, but to the trust he had built.
"People hate being sold, but they love shopping with friends. Your number one job as a salesperson is to create relationships. It’s not to sell product."
This approach transforms the broker's role from a simple intermediary to a trusted advisor, a critical distinction when dealing with ultra-high-net-worth individuals.
Advice for a New Generation
When asked for advice for younger generations, Serhant shared an observation from his interactions with some of the world's wealthiest people, including the 101 billionaires he has personally met.
"Most people are in a race against time. Time is their greatest asset. The wealthiest people are in a race against moments," he explained. This perspective encourages a focus on creating meaningful experiences and opportunities rather than just marking the passage of time.
He lives by a personal mantra that underscores this belief, advocating for proactive decision-making and embracing opportunities, even when they involve uncertainty.
His final piece of advice is a call to action: "Take the risk or lose the chance." It's a principle that has clearly guided his own career from a near-zero start to the pinnacle of the real estate industry.
