Ryan Serhant is a name synonymous with monumental sales success and an unconventional approach to building an empire. In his highly acclaimed keynote address at the Cruise 360 Annual Conference in Fort Lauderdale, Florida, delivered to an audience of 1,467 sales advisors, Serhant didn’t just share tips; he laid bare the raw, often messy, journey of his own rise. As highlighted in the video above, his message transcends industry specifics, offering universal truths about persistence, mindset, and the power of the long game in achieving genuine sales success.
Serhant’s story is a masterclass in how to not just survive but thrive in the cutthroat world of sales, particularly when the odds are stacked against you. It’s a testament to the idea that success isn’t always immediate; sometimes, it’s a decade in the making, quietly nurtured through consistent effort and an unwavering belief in oneself and the value offered.
Embracing the Unconventional Sales Mindset
For many, the path to sales isn’t a traditional one, and Serhant’s experience mirrors this. He openly admits he “thought I wanted to be an actor,” a far cry from being a “licensed associate real estate salesperson in New York City.” This aversion to sales is common, yet Serhant argues that salespeople are a special breed—”so crazy that we woke up one day and were like, ‘You know what we want to do? We want to try to get people to give us their money for stuff they don’t really need.'”
This provocative statement encapsulates the inherent risk and reward of a sales career. Unlike salaried positions, sales offers “no ceiling” on earning potential, but also “no floor,” demanding constant performance to pay the bills. This high-stakes environment attracts individuals who thrive on adrenaline, seeing the risk not as a deterrent but as a motivator. It’s a mindset that embraces uncertainty and views rejection as a temporary setback, not a permanent failure.
Building from Rock Bottom: Leveraging Adversity for Sales Success
Serhant’s entry into real estate was anything but auspicious. He graduated college in 2006, pursued acting, ran out of money by the summer of 2008, and got his real estate license. His first day in the business? September 15th, 2008—the day Lehman Brothers filed for bankruptcy, plunging the global economy into crisis. This was not merely a bad day; it was arguably the worst possible day to launch a career in real estate.
At 24, with no network, no family connections in New York, and living in a tiny 38 West 31st Street apartment in Koreatown, sharing a bathroom with 17 other people, Serhant had his back “up against a wall.” His “training” was brutally simple: “go to the street and you find strangers and you convince them to buy, rent, or sell real estate with you.” This seemingly impossible situation became his greatest motivator. When the alternative is moving home and abandoning your dreams, the fight for success becomes an existential necessity. This extreme pressure can forge an unbreakable resolve, transforming daunting challenges into the fuel for relentless effort.
The Foundations of Prospecting: Consistency and Knowledge
Facing a market of 80,000 real estate advisors in New York City alone, Serhant had to differentiate himself immediately. His initial strategy was simple yet powerful: meet five new strangers every day. This consistency, even with initially clumsy attempts, built momentum. If a salesperson consistently reaches out to five new prospects daily, five days a week, for 50 weeks a year, that totals 1,250 new contacts annually. While the immediate return might be low, the long-term impact on network growth is undeniable.
Beyond sheer volume, Serhant quickly realized the need for knowledge. He committed to “stay awake ’til midnight every night” learning everything about buildings, neighborhoods, and market trends. In an age where information is readily available, the true value of an advisor lies not just in access to listings, but in deep, nuanced expertise. This dedication to continuous learning empowers an advisor to truly guide clients, turning basic inquiries into confident decisions.
The Alice Principle: Persistence and the Power of the Long Game
The core of Serhant’s keynote, and a vivid illustration of sales success, is the story of “Alice.” This encounter, at the end of 2008, began in a Starbucks. Serhant, with his cowboy boots and khaki pants, approached a pregnant woman with a Whole Foods bag, inferring a potential need for more space. This seemingly opportunistic approach quickly turned into a masterclass in objection handling and strategic follow-up.
Alice presented two common objections: she was “already working with somebody” and “the market’s really, really bad,” so she was “looking to rent something.” Serhant didn’t quit. Instead, he repositioned himself as an advisor, not a competitor, offering to “send you an apartment that your current agent hasn’t sent you before.” This low-pressure approach secured her email, initiating a relationship that would stretch over a decade.
He sent her listings immediately and then consistently, every Thursday morning, for 10 years. For nine and a half of those years, Alice ghosted him. Then, at the end of 2018, she responded. Her needs had evolved dramatically: from a small apartment for up to a million dollars to a loft in SoHo somewhere “between $15 and $20 million.” Within a week, Serhant closed a $16 million deal.
This story is a powerful reminder that:
- Most sales require multiple contacts: Industry data often shows that 80% of sales require five follow-up contacts after the meeting, yet 44% of salespeople give up after one “no.”
- Client needs evolve: What a client wants today may be vastly different in a few years, making consistent, non-intrusive nurturing invaluable.
- Patience is a superpower: The biggest deals often come from the longest relationships. Cultivating trust and staying top-of-mind over time can yield exponential returns.
Working for Your 10-Year Self: A Vision for Sales Success
Serhant implores his audience to shift their focus from immediate transactions to long-term vision. “Success for me isn’t doing a deal today,” he states. “Success for me and success for you, going forward from this moment on, is where you’re going to be in five years. Right? Where you’re going to be in 10 years.” He even keeps a photo of himself aged to 80 years old by his computer, a daily reminder of who he’s truly working for.
This perspective fundamentally changes the daily grind. It reframes rejection not as a personal failure, but as a necessary step on a much longer journey. It encourages investing in relationships, continuous learning, and self-belief, knowing that these efforts compound over time. It’s about building a legacy, not just making a sale. This commitment to future self is a strong driver for sustained sales success.
Cultivating an Unstoppable Sales Mindset
To navigate the inevitable challenges, Serhant emphasizes the importance of a resilient mindset. He encourages daily affirmations: “I’m the greatest travel advisor in the history of the world. And if someone doesn’t want to work with me today, shame on them.” This isn’t arrogance; it’s a strategic psychological tool. By internalizing their value, advisors can reframe rejection as the client’s loss, not their own.
The goal is to “turn wants into needs” and “flip negatives into positives.” This requires a deep understanding of human psychology, unwavering conviction in the product or service, and the ability to articulate value so compellingly that a client recognizes a fundamental necessity where they once saw a mere desire. This proactive, positive approach, combined with relentless effort and a long-term perspective, is the blueprint for enduring sales success.
From Keynote to Close: Your Sales Questions
Who is Ryan Serhant?
Ryan Serhant is a well-known real estate salesperson recognized for his monumental sales success and unconventional strategies in building a business.
What is the core message of Ryan Serhant’s sales philosophy?
His core message is about achieving long-term sales success through persistence, developing a strong mindset, and focusing on the ‘long game’ rather than immediate transactions.
How did Ryan Serhant start his career in real estate?
He started his real estate career on the day Lehman Brothers filed for bankruptcy in 2008, beginning from rock bottom with no network and using adversity as a strong motivator.
What is ‘the Alice Principle’?
The Alice Principle highlights the importance of extreme persistence and consistent, long-term follow-up with potential clients, even if it takes many years for a deal to materialize.
What does ‘working for your 10-year self’ mean?
This concept encourages salespeople to shift their focus from immediate sales to a long-term vision, investing in relationships and continuous learning knowing these efforts will compound over time for future success.
