Ryan Serhant doesn’t know promoting actual property with out a tv present.
After a short-lived profession as an actor, and simply months into his foray in actual property, he was forged in Bravo’s actuality sequence “Million Greenback Itemizing New York,” a by-product of its L.A.-based predecessor. The sequence gave viewers excursions inside multimillion-dollar luxurious properties whereas displaying the drama amongst conceited and wily brokers who typically competed for listings or gross sales. It premiered in 2012 and ran for 9 seasons — and it helped set up a profitable format of high-end actual property voyeurism mashed up with actuality TV drama.
From the beginning, Serhant sought to face out with an over-the-top, hot-shot salesman type — dressing like Aslan, the lion from “The Chronicles of Narnia,” and leaping right into a swimming pool throughout an open home have been amongst his exploits. Ever the dealmaker, he brokered plenty of specials and spinoffs for Bravo, most just lately “Ryan’s Renovation” (2021), which chronicled the rework of the Brooklyn townhouse he shares together with his spouse and daughter.
In 2020, he began his personal actual property brokerage — Serhant. — and as soon as once more invited cameras alongside, however this time for Netflix, which has doubled down on real-estate actuality programming with such reveals as “Promoting Sundown” and “Shopping for Beverly Hills.” With “Proudly owning Manhattan,” now streaming, cameras observe Serhant and his workforce of brokers as they compete — generally with one another — for a few of New York’s most sought-after listings.
In a latest video name from New York — as a back-seat passenger readying for his subsequent appointment — Serhant talked about making the bounce to Netflix from Bravo, navigating actuality TV drama as a boss and why money-strapped viewers can’t get sufficient luxurious actual property porn. This interview has been edited and condensed for readability.
Harlan Berger, left, is a developer who seems in “Proudly owning Manhattan” with stars Ryan Serhant, Nile Lundgren and Chloe Tucker Caine.
(Netflix)
You’ve got an extended historical past with Bravo. You approached them with the concept of a present while you began your organization. What was the suggestions and what prompted the bounce to Netflix?
Once I knew that I used to be beginning my very own firm, I had a dialog with Bravo and my brokers, and so they have been principally like, “You understand how ‘Million Greenback Itemizing’ is a format? It follows a pair actual property brokers as they promote actual property. Think about ‘Regulation & Order’ — that’s a format. Think about, should you turned on an episode of ‘Regulation & Order’ after which swiftly one of many detectives was like, ‘J.Ok., now I’ve my very own detective company and that’s what the present is.’” It might be bizarre for the format. And so we introduced the present to an finish after they tracked my beginning of Serhant., and I instantly put collectively a presentation of what my subsequent chapter would seem like … and introduced that to all the networks. Bought presents for many of them. However I do know Jenn [Levy] very well at Netflix. [Levy, who had been director of unscripted originals at Bravo, left her post at Netflix earlier this year.]
We went ahead with Netflix, and it’s truthfully been such a cool expertise. It scratches the itch of, “OK, you wish to see $250-million New York Metropolis penthouses? Right here you go, Episode 1. You wish to see what it’s like contained in the office drama of a younger startup actual property agency, à la ‘Vanderpump Guidelines’? OK, right here you go. You wish to have your individual orchestra composing your music that provides you barely a ‘Succession’ vibe. Yeah, we might try this too. Plus we’re gonna drop drones via the canyons of this metropolis and showcase Manhattan in a manner it’s by no means been proven earlier than. Yeah, we are able to try this as a result of we’re Netflix. What else do you wish to do?” I used to be like, “I’ve by no means seen a actuality TV present that has a first-person narrator with a voice-over, can I try this?” And so they have been like, “Yeah.”
You’ve got a background in performing, and also you’ve been within the actuality house for some time, so you already know drama makes good TV. However you are taking your function as an expert beginning an organization significantly. How is it to navigate the drama now as a boss?
So irritating. It was a troublesome one. “Million Greenback Itemizing” was irritating on the time, nevertheless it was actually all me. It was on my shoulders, my shoppers, my enterprise. This time round, I wager my life on beginning this enterprise in 2020, and so the publicity is a double-edged sword. With Netflix, a part of the deal was, “Right here’s the period of time you’re gonna movie for, and we’re gonna movie all the things, for higher and for worse, and we’ll see what occurs.” That removes some deal stress. On “Million Greenback Itemizing,” it was formatted. So that you’re gonna record it, and you’ll have these 12 listings up on a board for a yr, and in the event that they promote, they promote; they don’t promote, you get fired on TV. Due to the taking pictures window, you couldn’t depart issues open-ended. That is totally different. This season ends on the cliffhanger. Each episode is a cliffhanger. We had an agent, midway via the season, simply up and stop on digital camera. I needed to hearth people who find themselves pushing different individuals to stop. That’s what you get to observe on prime of the offers now. The present begins with me and 12 brokers, and it ends with 10. I begin with salt-and-pepper hair, I finish with white hair.
To broaden on that, Jonathan Normolle rapidly emerged because the so-called villain of the season. From a present perspective, the drama and rigidity that somebody like him brings is interesting. However you, as a boss, determined to fireside him. Inform me in regards to the push and pull of holding the present entertaining and excited about your organization.
There’s actuality, and it’s what we do all day — the work, the individuals, the administration, the payroll, the enterprise, the opening of latest markets each day— after which there’s notion, which sits on prime of actuality. What I did with “Million Greenback Itemizing” was I mentioned, “OK, I’ve actuality of my enterprise. ‘Million Greenback Itemizing’ goes to be the notion, and it’s going to sit down, not on prime of actuality, however above it. And that’s going to push me to constantly carry actuality as much as the notion.” As a result of we’d take a yr to movie “Million Greenback Itemizing” and it will come out the following yr. Whoever I act as, nonetheless I discuss, the properties I present, that’s who the world is gonna see subsequent yr. That’s the place quite a lot of the stress intention lay. Clearly, I wish to do the TV present as a result of I’ve solely ever executed TV reveals. I don’t know promoting actual property with out a tv present. I mentioned [to my executive team], “If we’re gonna do that as an organization, we have now to go all in.” I don’t need anybody watching the present and saying to themselves, “What didn’t they present?” That was the push and pull: Do you actually wish to present the warts of your small business to 270 million individuals? Or do I take a look at it not as warts however as I’m younger, constructing my very own enterprise and be weak with the world, and also you’re going to come back on this journey with me.
“Proudly owning Manhattan” stars Savannah Gowarty, Jessica Markowski and Jonathan Frank Normolle, who was let go.
(Netflix)
Have you ever had any run-ins with Jonathan since?
I give Jonathan quite a lot of credit score. I noticed one thing in him that I additionally noticed in me. I’m not tattooed on my my head, however a little bit little bit of a fish out of water. I had a dream in my head: “Dude, right here’s what you need to do — individuals are gonna take a look at you and so they’re gonna decide a e book by its cowl. You’ve got seconds to alter individuals’s minds. You promote one thing massive, you present them you’re a fantastic, nice one that’s additionally enjoyable and superior and funky and the face of the following era, you might be gonna have the most important profession ever. Or you can blow all of it up.” And so it was in all probability my largest disappointment. However I give him credit score for being his genuine self.
There are some headline-making offers on “Proudly owning Manhattan.” Inform me about these listings and the wrestle of getting high-profile shoppers to be on digital camera or not. Unhealthy Bunny winds up renting the Jardim property featured on the present for a report $150,000 per thirty days. The season ends with you nabbing a list for a apartment that was utilized in “Succession” as Roman Roy’s dwelling.
How random was that ending? Props to our manufacturing workforce for taking the weirdest thought I feel I’ve had. I’m like, “You already know what we’re going to do? We’re going to finish the present in a manner the place individuals are gonna be like, ‘What the f— simply occurred?’” All I take into consideration is: How do I get somebody to lookup from their rattling cellphone? Anyway, I assume I’ve been used to it now for a very long time. However that’s why you see patrons’ representatives, members of the family or legal professionals type of stepping in for shoppers right here and there. In our present, we see quite a lot of the true individuals, quite a lot of the true builders. The penthouse at Central Park Tower — that’s a long-lead itemizing. There’s solely so many individuals on this planet who can afford it and, so [we say], “We’re gonna put it on a Netflix present. First one that buys it, will get it. Simply belief me.”
Harlan [Berger], the vendor of the Jardim, the place we rented it to Unhealthy Bunny — we bought it, by the way in which. It simply traded after we have been executed filming for, I feel, $15 million. That’s a basic instance. The vendor agreed [to be on camera], however the tenant [Bad Bunny] didn’t comply with go on digital camera. We didn’t point out anybody’s names. It received put into the press, so now it’s a part of the general public area; however the press, as a result of that’s an enormous rental quantity, then helped carry within the purchaser. You don’t purchase an Hermès bag as a result of it may be your purse. The model sends a message. Actual property is identical manner.
The inside of a Manhattan dwelling from Season 1 of “Proudly owning Manhattan.”
(Netflix)
It’s an advanced time to show a few of New York’s most unique actual property on a world stage. The price of residing, particularly in massive cities, is insane. What have you ever gleaned about why viewers take pleasure in getting this inside look into the higher echelons?
As a result of we’re all voyeurs. Everybody needs what they will’t have. Everybody fantasizes. It’s what retains us going. It’s like mind liquidity, it’s dream liquidity. I watch “Drive to Survive.” I’ll by no means be behind a wheel in a type of vehicles, nevertheless it’s enjoyable to observe their lives unfold on the racetrack and be like, “Man, they’re taking this significantly.”
How are you feeling in regards to the housing market proper now? How a lot of the gross sales you might be doing nowadays are with patrons abroad?
Essentially the most attention-grabbing stat for me is that pre-COVID, I used to be doing 35% of all our transactions in money. Immediately, it’s like 75%. The market proper now’s educated — it’s not exuberant, and it’s not devastated, it’s educated. Worldwide purchasers, we’re doing lots with. I simply bought a home — we bought it to a Croatian over FaceTime. Earlier than that, I bought a home for $57 million over FaceTime to somebody in South Africa.
[International sales are] a giant a part of our enterprise and a giant a part of me additionally signing up with Netflix. I referred to as 5 of my shoppers who’re abroad, and I used to be like, “OK: Netflix, Amazon, Peacock, Hulu. Which one do you’ve gotten?” And the frequent denominator throughout all of them was Netflix. I used to be like, “OK, for enterprise, it is a mutually helpful relationship, so we’ll choose the most important community.”
