Why Did Ryan Serhant Split His Day in 2013?

Ryan Serhant split the workday in 2013 into building the brand, expanding the business, sales, and doing the work. After the show came out, he waited for the phone to ring. It did not ring, because no one calls the people they see on TV. He saw the power of content to commerce right away.

On Twitter and Facebook, before Instagram, he saw early social growth among buyers, sellers, and other people in real estate. Instagram comes out in 2013. Real estate is incredibly expensive, not like selling 10, 20, 30, 40, 50, or 100 dollar goods. He sells homes from 500,000 dollars to 20 million dollars, and he is not really selling homes at that price on Instagram. The more people who know what he sells, the better. He can generate lead flow in his sleep, because he can create the reality and then the perception of the reality every day. He can brand and expand, brand and expand.

Instagram then came out and changed the game. It was a visual medium, his world, and the first time a beautiful home was visually democratized in the palm of everyone's hand. It had never happened before. A following was already building from being on TV, and the show came out every year, so he leaned in as hard as possible. A couple of years later, reality TV takes a long time, because you shoot and it comes out the next year.