Positioning a young company as the industry rock star
SERHANT. was founded in September 2020 by Ryan Serhant, top luxury real estate broker
and star of Bravo’s Million Dollar Listing New York. For the year 2021, our goal was to grow
brand awareness, drive positive reputation – both inside and outside of the RE category –
and evolve Ryan from a trusted industry thought-leader as a broker to a well-respected,
leading industry CEO.
We employed the Agean PR Program Structure to build out three key tentpole
moments throughout the year, two activations and more than half a dozen drumbeat
initiatives. This allowed us to always have news to share and afforded us opportunities in which
to be in contact with the media and generate impactful coverage to build brand awareness yearround.
We also aligned with a charity partner for the year to give SERHANT. PR and social
opportunities that were national and outside of traditional real estate coverage.
Program: Ongoing, Brand-Building Media Relations
Agean Public Relations worked closely with SERHANT. to focus on: professionalizing and optimizing
press office operations; leveraging company news and growth milestones to generate media interest
and create storytelling opportunities; utilizing properties and new developments represented by the
brokerage to build name recognition and brand awareness; and partnering with a non-profit
organization for a national social good campaign.
23% of coverage was top-tier national.
(SERHANT. is only in NYC).
17% of coverage featured Ryan as CEO / expert.
33% of coverage was either stand-alone features and/or national press with priority messages included.
56% of the press was outside of traditional real estate coverage.
Over 99% of all coverage was positive.
SERHANT. achieved nearly $2 billion USD in total sales volume in 2021.