the serhant team
WE KNOW REAL PROPERTY
WE ACHIEVE YOUR GOALS: NEARLY ONE BILLION DOLLARS CLOSED
INSIGHT FOR A SOUND INVEST MENT
HELLO INSIGHT. It’s the origin of any successful investment. The Serhant Team, the largest team of brokers at Nest Seekers International offers the insight you need to accomplish your real estate goals. I believe that every client at every price point deserves the same level of service and marketing. We operate as a team of 14 brokers, ensuring that the information you need is always available, and you’re never left without immediate access to those you’ve employed. And we do not declare success until you declare success. Within, we’ve highlighted our results-driven process for success. Learn more about our use of contemporary marketing, our tried and tested systematic method, our network of industry professionals, and what our past clients, our greatest pride, have said about us. We look forward to working with you, RYAN SERHANT THESERHANTTEAM
PRESENTING THE HOME OF YOUR DREAMS
PROTECTING YOUR INVESTMENT
MY TEAM IS CONSTANTLY EVOLVING, IMPROVING, AND ADAPTING TO PROVIDE THE BEST REAL ESTATE SERVICE TO NEW YORKERS PRESENT AND FUTURE.
Star of Bravo’s Million Dollar Listing New York and regularly consulted for expert opinions on the New York real estate market by national television, web, and print publications.
Annually ranked amongst the Top 20 Manhattan agents by “The Real Deal” out of over 28,000 real estate brokers.
Set price per square foot record sales at over 50 condominiums including the Park Imperial, 45 West 67th, 36 Gramercy Park East, 99 John Street, 200 Chambers and 15 Madison Square North amongst others.
Boasting a lifetime list to sale price ratio of 94.5%.
THE PEOPLE WHO MAKE IT POSSIBLE Ryan Serhant has garnered an excellent reputation and counts some of the world’s most influential people as clients. Building that reputation through hard work, client advocacy, and innovative thinking, Ryan sets his expectations high. His friendly demeanor and unwavering dedication to clients is one of the keys to his success. In fact, Serhant believes that anyone can achieve success in real estate by building a brand that is appealing, personality driven, unique and strategic. Serhant’s tireless work ethic paid off and he was quickly promoted to Executive Vice President and Managing Director of Nest Seekers International. In less than five years, he had sold nearly one billion dollars in real estate and was ranked as one of the top 20 real estate brokers out of 28,000 in New York City by The Real Deal Magazine. Serhant’s motto, “Expansion. Always, in all ways.” is fitting in that
RYAN SERHANT Managing Director Licensed Associate Real Estate Broker 156 Reade Street NY, NY 10013 P 646.443.3739 RyanSerhant.com email@example.com
his real estate team has grown to include 14 seasoned agents, allowing him to service clients all over the world, 24 hours a day, 7 days a week. Handling sales and leasing for individuals and developers, The Serhant Team is a dynamic group of only the most competent and qualified brokers. Serhant’s extraordinary success brought him back to television when he was least expecting it. Producers of a real estate television series cast him in a starring role. The series, Bravo’s Million Dollar Listing New York, is
currently airing its second season and is a huge ratings success both domestic and internationally. His television career has expanded to include appearances on 20/20, CNN, CNBC, The Today Show, The Insider, and Bloomberg TV, among others. Serhant is frequently quoted in The New York Times, Wall Street Journal, Wall Street Journal China, Boston Herald, New York Post, and New York Daily News. If that weren’t enough, Serhant and producing partner Darren Bettencourt created “Ryan’s Realty Byte” a real estate web series that was picked up by Spin Media’s successful entertainment news site Celebuzz.com, a platform with 40 Million page views per month.
Serhant Executive Produces the popular series which has become the most popular on the Spin Media platform. Ryan Serhant graduated from Hamilton College in 2006 with degrees in English Literature, and Theatre. After College, he moved to New York City for a starring role on the iconic soap opera As the World Turns. Serhant takes pride in his accomplishments and his success has allowed him to help others. He supports several non-profit organizations including Share Our Strength, Habitat for Humanity, The Human Rights Campaign, and Charity Water.
MEET THE PROFESSIONALS
WE BELIEVE WE ACHIEVE MORE TOGETHER. Ryan Serhant, successful in his own right, formed a group of 14 real estate professionals who consider no job too large or small. Ambitious and driven, Ryan and his team are involved with you in every step of the deal, making sure that every potential obstacle is overcome together, as a team. Available 7 days a week, Nest Seekers generates business for you and will give you more advertising and marketing for your listings than any other company in New York City. Nest Seekers provides established support and expertise for your biggest real estate decisions. With over 10 offices in Manhattan, Brooklyn, Long Island, Miami, and Los Angeles, our team is poised to best serve our clients needs anywhere from New York to California. Â Supported by in-house graphic designers, search engine optimization teams, a cutting-edge information technology department, talented staff photographer and commercial printing abilities, Nest Seekers is your one-stop shop for all of New Yorkâ€™s real estate needs.
EASTSIDE 415 Madison Ave New York WESTSIDE 100 Riverside Blvd New York MIDTOWN 20 East 49th St New York
DOWNTOWN 55 Christopher St New York TRIBECA 156 Reade St New York LONG ISLAND CITY 47-44 Vernon Blvd Long Island City
Southhampton Main Street Brooklyn
SOUTH FLORIDA 1221 Brickell Ave Miami SOUTHAMPTON 20 Main St Southampton EAST HAMPTON 75 Main St East Hampton BRIDGEHAMPTON 2415 Montauk Hwy Bridgehampton WATERMILL 688 Montauk Hwy Watermill BEVERLY HILLS 271 North Canon Dr Beverly Hills
Utilizing LOH Vision’s “Live Open House” technology, we are able to naturally attract clientele to our storefronts. The marriage between interactivity and a user-friendly real estate interface, our storefronts are engaging digital displays where pedestrians are able to interact with your property passively, viewing photos, maps, details and even schedule a time to view. lohvision.com
NEST SEEKERS INTERNATIONAL is part of a triumvirate of companies: Nest Seekers, Lev Real Estate, and Churchill Corporate Servicesâ€”each specializing in a different aspect of the real estate industry, such as brokerage, development, private brokerage, hospitality and asset management. Our three branches merge to provide an unprecedented vertical, full-spectrum approach to every aspect of real estate. From concept to completion, we are there to navigate you through every step of conceptualizing, creating, or liquidating any real estate venture.
What is Full Service? From understanding the goals and objectives of our client, to finalizing the property, short-term relocation, to even furnishing/staging. Our firm is international in every sense of the word. We currently maintain 10 office locations with an overall support staff of more than 500 professionals. Additionally, our network includes hundreds of satellite affiliates worldwide.
At the forefront of performance and technology, we are one of the fastest growing real estate firms in the world, with several billion dollars in gross sales. We are not only committed to providing extraordinary service and exceptional results but also to remaining years ahead of the curve. Nest Seekers International is a pioneering firm on the cutting edge of ideas, concepts, marketing and technologyâ€”constantly reinventing
the standard of service and delivering superior performance as a fully integrated marketing and management firm. Complementing the Nest Seekers system, The Serhant Teamâ€™s vast network, partners, and affiliations work in synchronicity together to ensure that your needs and demands are satisfied, your property exposed, and your goals achieved.
TRUSTED PARTNERS HAND IN HAND WITH THE PEOPLE WHO MAKE IT HAPPEN. We have assembled the most successful, trusted, competent and able team from Media to Legal Counsel, Development Consultation to Professional Organization, and professional and trade affiliations all working in synergy to extend our fullservice network and get any job done.
London Estate Agents
THE APPROACH 1. FLOORPLAN DESIGN An essential tool to marketing the property on the web and in print. 2. PHOTOGRAPHY Our photographer is an artist in the truest sense. A talented producer of one-of-a-kind images to captivate the eye. 3. STAGING If necessary add table settings, colorful accents and even bedding and framed art. 4. SEARCH ENGINE OPTIMIZATION Web optimization producing excellent advertising presence for the web and print. 5. MEDIA RELATIONSHIPS Cross marketing promotions, interviews and publicity to get the property proper attention. 6. BROKERâ€™S OPEN HOUSES Well regarded amongst industry peers, broker open houses act as a launchpad to introduce
your property to the most active members of the brokerage community. 7. PUBLIC OPEN HOUSES Coordinated with you and your family to be as non-invasive to your lifestyle and vet for qualified buyers both domestic and international. 8. ACCESS COORDINATION Our access coordinator ensures that every qualified party who wishes to view your home is presented with the opportunity. 9. ACCOUNTABILITY Weekly progress updates, including web traffic, inquiries, showings, and feedback ensure your expectations are not just met, but exceeded. 10. CLOSING Monitor the progress of the transaction coordinating the contingencies and conditions and insuring the many parties in the transaction communicate effectively.
A PROCESS THAT SETS US APART
ABC: CLIENT CENTRIC APPROACH Implementing our ABCâ€™s of success
a. ACCESS We will bring buyers and brokers to your apartment at their convenience and yours, so that they feel they are being serviced. Every effort should be made to make their scheduling needs a priority. At the same time, we will pre-qualify buyers. The key is to drive traffic to your property. b. BRANDING In order to get you the best price possible, we will highlight all of the most unique and extraordinary aspects of your property and help it stand out among the competition. Then we will funnel advertising for your property through our Nest Seekers brand as a high end, international and dynamic investment. c. CLOSING We have to build and re-build momentum and hone in on potential buyers until we get our first offers. Then we close the deal with the best and highest offer, and stay focused through contracts, board package and interview, as well as the complex mortgage process and closing. To this end we have close relationships with attorneys, mortgage professionals, appraisers, architects and designers to help guide the buyer through this emotional and financial process. While marketing and showing the property seems demanding, the real work happens when contracts are sent out.
MARKETING DISTRIBUTION Once you enroll in a listing agreement with a Nest Seekers professional, your listing will be featured almost instantaneously throughout our vast marketing distribution network. From one central location, we disseminate your listing across the broadest possible global spectrum of search engines, real estate portals, mainstream media, social networks, and blogs.
Web Search Engines
Real Estate Portals
Optimizing Key Phrases Local.com Comcast Search.Aol.com Yellow Pages Voila (France) AlltheWeb Realtor.com Lycos CrowdEye About.com Go.com Yahoo! Exite (Japan) Ask.com Ya.com (Spain) MyWebSearch
Listings Distribution Streeteasy.com ibtimesre.com Nearbuy.com globes.co.il Homes.com nreionline.com Apartment Guide Orlando Sentinel Apartments.com Hispanic Business Homes & Land Reuters.com Activerain.com Realtytime.com Yahoo! Real Estate 99acres.com
SEO TECHNOLOGIES Property site optimization and segment-driven targeting ALWAYS THINKING TWO STEPS AHEAD. While other companies today strive to catch up with the constant evolution of technology, we are already operating on the next level. We understand that anachronistic marketing is no longer a viable construct. Todayâ€™s marketing is a sophisticated, technological process, requiring a high degree of attention and expertise. Our Sync4G4.0 system fully integrates distribution channels and multi-leveled platforms, enabling us to master the constantly evolving trends of modern day marketing.
SOCIAL NETWORKS Facebook, Twitter, videosharing and other data mining RICH MEDIA ADVERTISING Web Property applications/ e-mail, Web pages, banners and In-Stream Video Ads BLOG MARKETING Maximize the effectiveness of this new medium by operating various proprietary sites and heavily engage in other leading webs E-DIRECTOR SEM Optimization and auction marketing management
Social Networks and Blogs
Develop Substations and Dialogue Facebook RealTown LinkedIn Activerain Twitter Localism Bebo WordPress Bing.com TypePad Google Buzz Real Channel Orkut Blogger Flickr Yelp.com
Unique Media Insertions New York Observer The Sun USAToday Financial Times NY Daily News Yomiuri Shimbun NY Magazine Business Week Miami Herald New York Living Newsday Unique Homes Bloomberg Markets Homes & Estate Times Magazine Hampton Style
SYNC4G4.0 Seo Technologies
Blog Marketing E-Director
PRESS “ADVERTISING REACHES EVERYBODY. PR REACHES SOMEBODY.” -THE FALL OF ADVERTISING AND THE RISE OF PR- Al Ries, Laura Ries
Real estate is worldwide news in New York. International eyes are on us, and the more these eyes are on our properties, the more valuable they become. We use the media and public relations extensively to draw attention to the properties we market. In a city saturated with nearly 15,000 advertised properties at any given time, we must always be progressive in seeking methods to bring a competitive edge to the real estate we are representing.
Million Dollar Day: Riding Along with Real Estate Reality Star Ryan Serhant 7:45 AM: Ryan Serhant, the former hand model/soap opera actor-turned-real estate superstar, beats The Observer to his Tribeca office by an hour. “I’m always the first one in,” brags the 28-year-old broker at Nest Seekers International, a boutique real estate brokerage firm. As one of three realtors on Bravo’s Million Dollar Listing New York, Mr. Serhant plays the part of a rakish bad boy on TV. (He once threw an open house with nearly nude women and an Eyes Wide Shut theme.) But despite that playboy rep, Mr. Serhant is an extremely serious broker with a sterling reputation: Last year, Mr. Serhant earned a spot on The Real Deal’s “Top Manhattan Agents” power rankings, with a combined listing volume of more than $114 million. Mr. Serhant was only 25 when he was approached by Bravo (his work at 99 John Street had made him the youngest sales director in New York City). He says he saw the show as a mountain ledge from which he could either climb to the summit, or fall very quickly. “Friends cautioned me, ‘Don’t do it. You don’t want to be like the Kardashians. Just build up a credible business,’” Mr. Serhant chuckles. “But that just seemed boring.” 9:15 AM: We make a quick stop to look at some construction not far from the High Line. Mr. Serhant has a vested interest here, because he plans to rep the only non-rental condo on the block (which he asked us not to disclose). “West Chelsea, this is the next frontier in real estate,” he says. He talks about apartments going for $3,000 per square foot. 9:30 AM: We walk through a space on East 17th Street. Mr. Serhant is representing the owner, who wants to lease the 6,000-square-foot apartment for $25,000 per month. The potential tenant enters with his broker and, after a five-minute tour, they agree to fax over their signed contract. 9:45 AM: Mr. Serhant picks up his brunch: a Monster energy drink and a protein bar. “Most people are lazy,” he says. “Most people want weekends. People don’t want to wake up early. People want to go home and watch reruns of How I Met Your Mother.” “Or Million Dollar Listing,” we joke. “Exactly,” Mr. Serhant says, not joking. 10:30 AM: We’re uptown for a developer meeting at Young Woo & Associates to discuss a listing for 200 11th Avenue. Though Mr. Serhant doesn’t have the listing yet, he really wants it, and his presentation to Mr. Woo—known to be a little eccentric—is to give him a print by French photographic surrealist Allistair Magnaldo that features a girl who has built a ladder to reach the stars. “I want to do something like that,” Mr. Serhant says confidently.
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JUNE 2012 REAL DEAL MAGAZINE Ryan Serhant once again rank amongst the top 20 brokers in Manhattan. Of 28,000 practicing agents in Manhattan, this is a particular honor. We invite you to find out why.
The Real and the Unreal on Reality TV When last we checked in with the aggressive trio of brokers on “Million Dollar Listing New York,” the former hand model and soap actor Ryan Serhant was working the deal of his career at a SoHo loft, while the former Swedish porn actor Fredrik Eklund had opened himself up to love. Fredrik Eklund, of Douglas Elliman, interacts with clients on “Million Dollar Listing New York.” Fans of the reality show will be rewarded in Season 2, which is to start May 8 on Bravo, with more catfights and dirty tricks among the brokers, and in the season finale, Mr. Eklund’s emotional wedding on an island in South Florida. After success with the original “Million Dollar Listing” in Los Angeles, the New York show pulled in an average of more than a million viewers an episode and was sold to almost 100 countries. Now the cable network is in discussions about “Million Dollar Listings” in both Miami and San Francisco, according to a person familiar with Bravo’s plans. The Los Angeles show, which is returning this summer for its sixth season, averaged 1.28 million viewers per show last year. And why not? Real estate is on fire again, certainly in New York, and lately in Miami as well. Mr. Serhant and Mr. Eklund had a year of huge sales and credit the show for at least part of their success. But television can be a messy business, and efforts to make good television can clash with the challenges of representing the realities of real estate transactions. And as “Million Dollar Listing” shows, it can be the fame-seeking brokers themselves who drive the faux drama that keeps the ratings up, sometimes to the distraction of real-life owners. Mr. Eklund saw his team’s gross commissions nearly double, to $5.27 million, and last year he and his partner, John Gomes, and 10 others were the second-ranked broker team within Douglas Elliman, the city’s largest brokerage, having risen from eighth place the year before. Mr. Serhant, a broker with Nestseekers, moved from an office over a burger joint on 49th Street to his own space in TriBeCa, and went from having one assistant to a team of 12, with perks including a chauffeur-driven Escalade. “They could pay us nothing and we would probably still do it,” said Mr. Serhant, 28, “because the advertising is something you can’t buy.” But just as buyers of million-dollar apartments should beware of the not-so-pleasant details of any listing, so too should viewers understand that “M.D.L.N.Y.” sometimes offers an alternate form of reality. Michael Lorber, a broker at Elliman and the son of its chairman, Howard Lorber, said he decided to quit the show after the first season because it did little for his business. It is filled with scenes recreated for the cameras, he said. Scenes of the brokers waking up in the morning, for instance, were often filmed in the afternoon. One time the producers asked him to dress in winter clothing in the summer to walk into a building, for a shot that would be added to a show that had been taped long before. “It was so stupid,” he said. “Most of my clients don’t watch the show,” he added, noting that the thrust of his sales — co-ops — have never been represented on “M.D.L.N.Y.” because notoriously thorny co-op boards want nothing to do with it. “People do it for the fun and to be famous.” With the production team insisting on capturing the brokers’ home life, Mr. Eklund hit an early
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A Real Estate Star is Born by CANDACE JACKSON
Ryan Serhant, a New York-based real-estate broker who stars on Bravo’s “Million Dollar Listing New York,” says he has had to hire a full-time driver to take him to and from showings, partly because he gets stopped by fans on the subway and street. He has hired a publicist, a manager and was recently signed by talent agency IMG. “It’s crazy,” says Mr. Serhant, 29, who has appeared on the show since 2012. It increased its ratings 14% over last season and now averages 1.24 million viewers per episode. Some of the biggest reality-TV stars are real-estate agents. Shows like “Million Dollar Listing” and “Selling New York” that were created to give average Americans a glimpse of luxurious homes have transformed a handful of agents into bona fide celebrities. And while most of these agents say the publicity is good for business, some say the exposure isn’t always flattering, and can deter potential clients looking for privacy. Critics say the shows present a skewed version of reality that isn’t good for the industry overall. Jeana Keough, an original cast member on Bravo’s “The Real Housewives of Orange County,” works as a real estate agent with Weichert Realtors Gold Coast. Her career ups and downs during the real estate market’s boom- and bust-periods were frequent plot-points on the program—as were conflicts with her children and fellow housewives. In one scene, a castmate threw a glass of red wine on Ms. Keough at a party. Though Ms. Keough says the publicity from the show did bring in referrals, she decided to leave the show, partly because of concerns that its direction in later seasons could harm her professionally in the long run. (She still occasionally appears as a guest.) “Some of it was so embarrassing,” she says. Several of the bigger real-estate agencies—including Corcoran, Brown Harris Stevens and New York’s Town Residential—bar or discourage their brokers from appearing on many reality programs and other TV shows. Pamela Liebman, the CEO of Corcoran, says such shows, like the ones on Bravo that focus heavily on agents’ personalities, are bad for the industry overall, giving a false impression of how real estate transactions work, with negotiations often taking place in attractive or unusual locations. (“Million Dollar Listing” recently featured an $8 million condo sale negotiated backstage at a fashion show.)
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MDLNY star Serhant to head NestSeekers’ newest office in Tribeca
Sky garage penthouse to come on market with $23M price tag
The last remaining sponsor unit at 200 11th Avenue in West Chelsea, which was listed last year for $12.9 million, is slated to make its return to the market in September with a mammoth price tag of up to $23 million, The Real Deal has learned. Between now and September, the 3,248-square-foot penthouse condominium, famed for its en suite sky car garage, which allows the owner to park their car at the entry level to their penthouse residence, will undergo a major makeover spearheaded by NestSeekers’ Ryan Serhant and the office at 156 Reade Streetfirm MVRDV. Dutch architecture Riding on the recent success of “Million Dollar Listing New York,” TV star and NestSeekers International broker Ryan SerWhen known as hant has been tapped by his firm to head its newest office at 156 Reade Streetitincomes Tribeca,online, he told the The unit, Real Deal yesterday.
Penthouse 1, will be marketed by Ryan
Serhant of over Nesttwo Seekers International, The 2,000-square-foot Tribeca storefront, NestSeekers’ 10th, will house 40 agents floors, Serhant said. The official to marketing materials to The Serhant team, which currently includes seven NestSeekers employeesaccording and is housed at 415 Madison Avenue,sent is slated to expand to 17 to occupy the space in the coming months, he said. The executive viceby president is aggressively Real Deal a spokesperson forrecruiting the firm.outside the firm. Other NestSeekers agents will relocate from other office to fill the remainder of the space. MVRDV — known for designing offbeat projects such as the Balancing Barn, a seesaw-like
The tapping of Serhant to head the company’s first — Tribeca officeacomes on the heels of the to season finale of “Million cantilevered holiday home in England will add “sky hot vault” centerpiece the three-bedroom, Dollar Listing New York, ” which garnered careerspokesperson success for Serhant. He The told The Real Deal thatwould he’s hired 3.5-bathroom apartment, a Nestmuch Seekers said. spokesperson notfour new agents for his team in the few months since the show premiered — “All day long all I’m doing is interviewing people,” he disclose further details about the “sky vault,” saying only that it would be constructed at MVRDV’s said. Meanwhile, he said his sales for 2012 surpassed those of 2011 as of last month.
headquarters in Rotterdam and then transported to the city for installation in the apartment.
“He’s created an incredible following,” said NestSeekers CEO Eddie Shapiro of his decision to put Serhant, whose TV show Leonard Steinberg Herve Senequier Douglas Elliman lastislisted terraced has just been renewed for a and second season, in charge ofofthe office. “His own team kind ofthe exploding andpenthouse has outgrown its year for” $12.9 million, according to StreetEasy. While the property appears to have changed officelast in Midtown.
hands twice since 2007 — for $7.6 million in 2009 and $11 million in 2012 — those transactions
were sponsorship partner asproperty opposed by end Street, users,which Steinberg confirmed. The Tribeca storefront is housed in abuyouts townhouse on to thepurchases corner of Greenwich was Manhattan’s first privately by architect JohnYoung Petrarca, it features an energy-efficient Theowned unit isgreen nowbuilding. owned Designed entirely by developer Woo & Associates, recordsgeothermal indicate. heating and cooling system. “One partner bought the other partner’s stake,” Steinberg said. The building, at the corner of
NestSeekers signed a five-year at the property, with aArchitects five-year renewal option, but Shapiro declined on West 24th Street, waslease designed by Selldorf and developed by Young Woo;toitcomment launched rent for the in space. NestsSeekers has offices all over Manhattan, in Williamsburg Long Island City. sales 2007. Designeralready Domenico Dolce of Dolce & Gabbana boughtand twoinpenthouse unitsSerhant at and his will likely into the office sometime week, he said. theteam property for move a combined $29 million innext 2009, it was previously reported. He paid $4,672 per
square foot for one of those units. If the “sky vault” penthouse sells for its new asking price of
Meanwhile, with close to 300 agents and staff, NestSeekers is working on expanding its business all over the country. It al$7,000 per square foot, it would set a record for West Chelsea. ready has four Hamptons offices and has plans to reopen satellite offices in Miami Beach, which were closed to limit exposure during the recession, and is scouting for its first Beverly Hills location.
Serhant declined to comment on the property’s hefty price tag and Steinberg said he had “no
what kind ofabout sales price” Shapiro the apartment could command. square “Theidea” way we’re thinking growth, said, “is servicing our customerThe baserecord in all ofprice its realper estate needs.foot When our ever paid afor an apartment New York more than a square or $88indiclients consider second home in thein Hamptons, weCity wantwas themthe to be able to stay$13,000 with us. We also havefoot, high-profile million, paid rather for anbeapartment owned banking magnate Sanford Weill at 15 Central Park West viduals who would in Beverly Hills thanby anywhere else. ” in 2011.
Global Edition: Real Estate
The newest, Bravo’s “Million Dollar Listing New York,” chronicles three high-end brokers in Manhattan. The original “Million Dollar Listing,” which follows the lives of three agents in Los Angeles, is entering its fifth season. It averaged 1.2 million viewers a week last year, its highest-rated season, and is now licensed in 150 countries. There’s also “Selling New York,” the HGTV series that follows agents from three real estate companies, now in its fourth season. I was in my teens when “Lifestyles of the Rich and Famous” made its host, Robin Leach, a household name. The “Million Dollar Listing” shows give viewers the same voyeuristic pleasure of peeking inside spectacular homes and letting them imagine, “What if that were me?” But there is something more emotionally charged about the buying and selling of real estate — especially in the stratospherically priced Manhattan market — that goes far beyond simple video tours of palatial homes. The heat of the deal can bring out the worst in people. And compared with a lot of the reality shows that feel less than real, the sight of people digging in their heels on deals can often make for don’t-touch-that-remote television. “We are so emotionally invested in our homes that to show the looking and the actual negotiating and transaction process felt like you were sort of digging into a vein,” said Shari Levine, the senior vice president for production at Bravo. In the show’s premiere, John Rosatti, a downtown client, informs his agent, Fredrik Eklund of Prudential Douglas Elliman, that he wants to be paid $2.2 million for his apartment, warning his agent, “I don’t want you to [expletive] this up.” Mr. Eklund frowns. In Episode 2, Mr. Eklund reaches an impasse with a client when she stubbornly refuses to drop the price of her converted textile factory to under $7 million. “It is worth that and every penny more because of the detail that we have put into this,” she says. “I am not being thick-headed.” The show’s third broker, Ryan Serhant of Nest Seekers, charms an Asian heiress into hiring a professional organizer to deal with a bedroom stuffed with 800 pairs of shoes and dozens of high-priced jackets and gowns (the room is locked so that only she can enter by using a thumbprint entry pad). She is crestfallen when he explains that buyers are unimpressed by the white Carrera marble and hidden plasma television, and that the price needs to be dropped from the original $4.4 million listing. In a later episode, Mr. Serhant told me, he copes with a buyer looking for a home for him and his pet wallaby. “Some people might think that was too weird,” Mr. Serhant said. “But I strapped that wallaby to my chest and figured out how I could make it work.”
N OV E M B E R / D E C
BUILDING AN ARMY
NEST SEEKERS INTERNATION RYAN SERHANT
C E M B E R 2 013
Nov/Dec 2013 Issue
"My goal is to build an army here, people with endurance, people focused on developing new business, willing to put that ahead of their personal and family lives." Passersby in West Chelsea stopped in their tracks. Motorists on the West Side Highway slowed down to look up. The reason: a bright purple glow, like a lighthouse high in the sky, gleaming throughout the night near the Hudson River. It shone, not just for one night, but also through all of September's Fashion Week. Creating attention and curiosity, it received a good deal of media coverage â€“ which was precisely the purpose.
The apartment's broker: Ryan Serhant, Managing Director of Nest Seekers International. In just five years, he has sold three quarters of $1 billion in real estate, and has been ranked as one of New York's top 20 brokers by The Real Deal magazine. And he just turned 29.
It was the penthouse apartment at 200 11th, at Eleventh Avenue and 24th Street, for sale for $23 million. The building is known as the Sky Garage condominium, thanks to its famous amenity, the car elevator.
The apartment's broker: Ryan Serhant, Managing Director of Nest Seekers International. In just five years, he has sold three quarters of $1 billion in real estate, and has been ranked as one of New York's top 20 brokers by The Real Deal magazine. And he just turned 29.
"We're finishing selling our newest development, 132 East 30th Street," Serhant notes. "It has been a good success for us. Of course, that doesn't just happen. You have to spend money to make money. We spend a significant amount toward marketing, personal promotion, branding – not only for our firm but also for our clients' buildings and their listings. One of our competitors budgets $2,500 per quarter for advertising and promotion; I'd say we spend $2,500 a day on it. You have to. You have to spend more money, you have to work harder, you have to be more creative." Creativity is a continuing theme in Serhant's life. Born in Texas, educated at Hamilton College with degrees in English Literature and Theater, he came to New York to be an actor. He succeeded, landing a role in the television soap opera, "As The World Turns." He won other, small acting jobs, but he wasn't making much money. A friend suggested that he enter real estate; Ryan obtained his license. Soon after, he was introduced to Eddie Shapiro, Founder, President and CEO of Nest Seekers, and in 2008 Ryan joined the firm. "I didn't know New York," he recalls today. "I didn't know the difference between Broadway and West Broadway. My beginnings in real estate included learning about the city and its buildings." Serhant started with rentals and sales, and soon sold a number of large apartments, including several in The View at East Coast, TF Cornerstone's luxury condominium in Long Island City. "While I was successful there," Serhant recalls, "I didn't want to be the King of Queens. If I was going to build a career in real estate, I wanted to do it in Manhattan." His goal became reality when TF Cornerstone invited him to sell condos at 99 John Street. He took the property from 13% sold to 50% sold. Serhant wanted to build his own business throughout New York City. A year ago, augmenting Nest Seekers' presence throughout the city, he opened an office for the firm in Tribeca. It has grown rapidly, with 20 top agents now under its roof. And Serhant is planning for more. "My goal," he says, "is to build an army here, people with endurance, people focused on developing new business, willing to put that ahead of their personal and family lives. "In this office, the work comes first," he says. "Our clients demand perfection. So do I, and I'm ruthless in pursuing it. I certainly demand it of myself: I work seven days a week, no days off, no holidays. I'm either at my desk or showing properties. And I demand the same perfection of my people. I insist that everyone here work 6 AM to midnight. But there's a valid reason: the early hour is because many of our clients are investment bankers; the late hour is when Asia wakes up. We have many international clients, and we market heavily abroad. Simply put: I'm out to build and grow as fast as I can – and my team is on board with that."
“We feel that we are unique, our marketing plans tailormade, offering imaginative multi-media approaches. As a result, we’re busier than ever.”
With offices as well in the Hamptons and Miami, Nest Seekers is expanding still further, to Beverly Hills, California, with an office to be run by Marissa Zanuck, a member of one of Hollywood's famed families. Serhant is working closely with Eddie Shapiro on the project, "We have many clients who go back and forth between New York and L.A., people who live on the West Coast and want to move here, and vice versa. No other firm here has an office there. It's a huge market, and we're not going to leave it untapped." In its marketing, Nest Seekers has an unusual "plus": Serhant himself, back in television. He is one of three real estate brokers featured on Bravo's "Million Dollar Listing New York" show, which follows them through typical working days "from the shower to the gym to showing apartments," says Serhant. Selected after a professional casting call that drew thousands of brokers, Serhant is seen today by several million viewers around the world, "people who can identify me as that real estate guy," he comments. He has appeared as well as a guest on CNN, CNBC, Bloomberg TV and on such shows as "20/20," "The Today Show" and "The Insider." In addition, he and a partner have created "Ryan's Realty Byte," a real estate series that is seen on Spin Media's news site, Celebuzz.com.
The movies have beckoned again too: Serhant has been cast in a new motion picture, "While We're Young," featuring Ben Stiller and Naomi Watts. "I was concerned that people would say, 'Are you an actor or are you in real estate?'" he says. "But for my team and me, it doesn't matter. To be successful as a real estate agent, you have to be more than just a salesperson. To be seen on television by millions of viewers, to build a network of people who recognize your name and your face, it all helps in giving you exposure. There's an apartment we're selling; I decided to make a music video for it, and it went on MTV and VH1. We found a buyer who had watched it! You have to be able to use television, the Internet and other media. People aren't just picking up The New York Times anymore; they're using their smart phones to see what's around. You want a broker who can get your property out there to the entire world as fast and completely as possible. That's what we're doing. The influx of business has been so great. And that's why I'm building my army!" Nest Seekers is working with numerous developers to market properties that are on the planning tables or are about to hit the marketplace. "Many developers are leaving money on the table by going with what they consider safe bets in marketing," Serhant comments. "We feel that we are unique, our marketing plans tailor- made, offering imaginative multi-media approaches. As a result, we're busier than ever. "I say we're building an army because, in this industry, every day is like going to war. When I'm meeting with a new developer for the first time, I go by myself. But I know that my team is behind me, and that we're all working together to bring success to our clients. We know that their success is our success."
SEE AND BE SEEN MILLION DOLLAR LISTING NEW YORK follows me as I sell some of the biggest and most expensive properties New York City has to offer. Airing in prime time on Bravo, the docu-series gives millions of viewers an inside look into the world of New York City’s real estate market as the agents work with sellers, buyers, and everyone in between. I saw Million Dollar Listing New York as a medium to grow our brand as real estate agents. Although the show goes into our personal life, we believe that the more people who know what you sell, the better. It’s an exciting avenue for the general public to see how hard real estate agents work. Although you will never really know someone from watching them on TV, our personalities are a huge player in our repeat business, and we love that people get to know us before working with us.
Online at Bravotv.com
MILLION DOLLAR LISTING NEW YORK showcases some of the best properties in New York City— perhaps among the best real estate investments on the East Coast. Bravo shows what it’s like to dive into the ambitious and aggressive world of New York City’s real estate market. Follow Ryan Serhant of Nest Seekers on Bravo or online at bravotv.com. bravotv.com/million-dollar-listing-new-york facebook.com/milliondollarlisting
BROADCAST TO 18 MILLION VIEWERS WORLDWIDE, AND GROWING! Australia New Zeland Belgium Bulgaria Canada Denmark France Finland Germany Austria Scandinavia Switzerland Hungary Serbia Montenegro Albania Slovenia Macedonia Israel Italy Latin America Mexico Brazil Netherlands Norway Poland Czech Republic Pan Asia Japan Macau Mongolia Hong Kong China Taiwan Philippines Southeast Asia Philippines Pakistan Sri Lanka India Russia Romania Moldova South Africa Spain Portugal South Korea Sweden Turkey Greece Africa Middle East UK Ireland Australia New Zeland Belgium - Flemish Bulgaria Canada Denmark France Finland Germany Austria Scandinavia and Switzerland Hungary Serbia Montenegro Albania Slovenia Macedonia Israel Italy Latin America Mexico Brazil Netherlands Norway Poland Czech Republic Pan Asia Japan Macau Mongolia Hong Kong China Taiwan Philippines Southeast Asia Philippines Pakistan Sri Lanka India Russia Romania Moldova South Africa Spain Portugal South Korea Sweden Turkey Greece Africa Middle East UK Ireland
Our listings are featured in the most popular real estate serch engines in New York, furthering their local and international outreach.
IN THE MEDIA TELEVISION APPEARANCES. In today’s competitive real estate market, you want your home seen everywhere. In Ryan’s role as a television personality and global real estate expert he has built a major presence in all forms of media. He frequently makes appearances on national morning, primetime network, and cable news shows such as 20/20, The Kudlow Report, squak on the Street, CNN News, the Today Show, the Insider, The Marie Osmond Show, Inside Edition, and Watch What Happens Live amongst others. Ryan’s TV outreach ranks highly amongst the coveted “affluent” demographic which is comprised of the most engaged & educated upscale audience on cable television.
TWITTER Verified 70,000 Followers
INSTAGRAM 40,000 Followers
FACEBOOK 20,000 Likes 4,000 Mentions
FOLLOWERS, LIKES, & MENTIONS GROWING DAILY Ryan actively utilizes his social media outreach to uniquely market each and every one of his properties.
Ryan Serhant is an outstanding individual, who on a daily basis goes above and beyond his call of duty. He is a diligent and hardworking agent who has an exceptional reputation in our building. Ryan consistently exceeds expectations; we highly recommend his services to collegues and friends. A true professional—and superior at his craft. CHRISTINE PAUL CONDELLOW & KUNAL MEHTA
As a real estate investor who is always searching for high potential opportunities, I’ve found Ryan to be a very credible person, and I look forward to working with him in the future. D.H. Ryan’s a rare case where the reality far exceeds the hype. Plus he’s the hardest working broker I’ve ever dealt with, and a nice guy to boot. IIAN REICH Ryan’s professionalism and knowledge of the Manhattan condominium market is incomparable. NIKITA CHAUDHRY The apartment we liked was not renovated at the time, but Ryan was the main reason that our property was completed in record time. Not only did Ryan motivate the contractors, he also helped coordinate some specialized alterations to the unit that we requested. TIM SCHAFER Thank you both for working magic to sell 152 E 71st so quickly and efficiently. No fuss, just straight dealing. Ryan you were just perfect, you have an elegant touch and a way to make this look easy. You kept us informed, held our hand through the process and you did what you said you would, you delivered. I was of course looking at the well known brokerages and they wouldn’t have done anywhere as well as Ryan did. KENT RUSSELL
PRAISE Ryan proved to have significant experience and extensive knowledge of the real estate market in the city. His highly professional approach and commitment to his clients are qualities that are hard to find in other agents. ALESSANDRO MONTI
The negotiations were lengthy and complex, and took about 4 weeks to complete from start to finish. Throughout the course of the contract negotiations, Ryan was an excellent–and tough– negotiator. Ryan is a personable, likeable guy who is very easy to work with. I would highly recommend him for his skills as a tenacious but pragmatic real estate negotiator, and hope to work with him again in the future. MARC ROMANOFF, ESQUIRE
Ryan Serhant is the consummate New York real estate agent. He’s an attentive and dedicated professional that brings a keen understanding of the market. It is easy to make a sale happen during a good economy; it is a true test of one’s ability during a down economy. TONY SANDOVAL Throughout every step of the process, Ryan demonstrated patience, kindness, and an honest, straightforward approach with whatever questions or challenges that came his way. DAVID WASERMAN
Ryan was able to very skillfully negotiate among multiple bidders and create the kind of pressure on buyers that gets results. I think he excels at negotiating; in our case he was able to get the highest per square foot price, and second highest absolute price, in our building. My neighbors are very happy to hear what he achieved because it bodes well for all future sales in the building (257 units). MARCIA ROBINSON
THE PROPERTIES THAT SET US APART
90 WILLIAM STREET SOLD over asking price in 1 day.
151 EAST 58TH STREET SOLD $6,900,000.
15 EAST 26TH STREET SOLD in 1 week for $5,000,000 setting a PPSF Record
ONE57 Represented many investors in purchases $8.9 million and over.
1965 BROADWAY Sold for $10,500,000 in a bidding war after it sat on market for 6 months with another broker.
15 BROAD, 1810 SOLD $2,850,000.
88 PRINCE SOLD $3,500,000.
THE LAUREATE AT 2150 BROADWAY Oversaw international cash investment of three units totaling over $20,000,000.
132 EAST 30TH STREET a 12 unit condo development in Murray Hill SOLD $21,000,000.
36 GRAMERCY PARK EAST A 53-unit boutique condominium conversion on lauded Gramercy Park. SOLD $72 Million.
EXCLUSIVELY RETAINED TO MARKET NEW DEVELOPMENT PROJECTS THROUGHOUT THE CITY.
99 JOHN STREETDECO LOFTS A 442-unit luxury condominium conversion. SOLD $350 Million.
244 EAST 62TH STREET SOLD $6,450,000.
45 WEST 67TH STREET SOLD $8,350,000. Represented both parties to the transaction for a seamless transatlantic cash sale.
115 EAST 35TH STREET SOLD over ask for $4,000,000.
61 WEST 62ND STREET 21BCDE SOLD $4,400,000.
THE CHELSEA CLUB 444 WEST 19TH STREET SOLD in 2 weeks at $100,000 over asking price.
THE PARK IMPERIAL 230 WEST 56TH STREET 69A SOLD $7,850,000.
THE PARK IMPERIAL 230 WEST 56TH STREET PHB SOLD $7,000,000.
THE PARK IMPERIAL 230 WEST 56TH STREET PHA SOLD $7,750,000.
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GET IN TOUCH. CORPORATE 415 Madison Avenue New York, NY 10017 FLAGSHIP 156 Reade Street Tribeca, NY 10013 646.443.3739 ryanserhant.com