First Ryan Serhant became a household name in real estate, he was one of thousands of agents who came to an open casting call and itself is the best in the universe.
The opportunity would land him on the “Million Dollar List,” turning him into what he describes as a “walking billboard” and giving him a platform he’s determined to make count.
Speaking at NAR NXT 2026 in New Orleans, Serhant discusses the career-changing break, the relentless social media strategy that followed, and why he believes agents need to turn to AI now to help build their businesses.
His message to agents navigating an uncertain market was simple: “The markets don’t dictate your income. They dictate your strategy.”
For Serhant, learning where to channel his energy was part of that process. He recalled that early in his career he spent a lot of time stressing about things he couldn’t control, including what might happen in the coming months.
Instead, he encouraged agents to focus on the work they can handle now. The future will be whatever it is, and worrying about it does little to move the business forward.
“I try to plan ahead, and as an agent and CEO I would stress about things not happening, and one of the mistakes I made early in my career was stressing the things I couldn’t control,” he said, adding that agents should “attack” the things they can control “without worrying about the future.”
Calling himself a “futurist,” he added: “At the end of the day, nobody knows what they’re doing.”
Serhant admitted that his first few years were tough and suggested that getting started as an agent is even more difficult today. He made his breakthrough in 2010 when he attended an open casting call for Million Dollar Listing in Times Square, joining nearly 3,000 real estate agents.
He remembered not quite knowing what to do there. But when asked why he came, he gave an answer that left little room for doubt: “I’m the greatest real estate agent in the universe.”
Serhant revealed that the season was filmed with four people, but only three were ultimately cut.
After the show aired, he realized that the exposure had given him an opportunity to stand out, and he had to take advantage of it.
“After the show came out, I became a walking billboard,” he said.
He also acknowledged the role that time played in his rise. As both cable TV and social media offered opportunities to reach potential clients, he was finding his niche professionally.
“I have to meet my client where my client is,” he said.
This approach led him to embrace Instagram in its early days, posting photos of listings with himself in the pictures. She recalled posting every two to three hours, building an audience that could get to know her before meeting her.
The goal was to create a presence on people’s phones, creating recognition that could eventually turn into a conversation or business relationship.
Today, Serhant said, helping other agents succeed is a source of excitement in itself.
“It excites me. I enjoy it. I love it,” he said.
Having faced many challenges throughout his career, he now describes watching his agents win as what excites him the most.
He also emphasized his belief in investing in the future, describing Serhant’s mission as helping the world move forward.
For agents thinking about what the future might look like, artificial intelligence was a central part of his advice.
“The excitement in AI is not just about language, it’s about creating jobs,” he said.
Serhant encouraged agents to identify administrative tasks that technology can reduce, freeing up time for activities that depend on human interaction and creativity.
“People should just do what people do, meet and create,” he said.
He pointed to negotiation support and hosting data as potential uses, urging agents to think beyond individual tasks and consider how AI can help generate more business.
Important measures, he suggested, include increasing transactions per agent and improving gross profit. In this context, the value of using artificial intelligence lies in what it enables the agent to achieve.
But he also shared an anecdote that illustrates how technology can influence a customer’s decisions.
Serhant recalled one buyer who walked out of a $50 million deal after asking ChatGPT if they were paying too much and getting a positive response.
The account highlighted the challenge for agents: customers can now draw on AI-generated conclusions that influence their willingness to move forward with a purchase.
His advice was to use technology as a support in their work.
“Use AI as your copilot,” he said.
With his thoughts on television, social media and artificial intelligence, Serhant returned to the importance of approaching opportunities with a willingness to act.
“I learned that optimists are successful,” he said.
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