This is a question I get asked in listing pitches, at speaking engagements, and by clients who have worked with other brokerages and want to understand what's different. And I want to answer it honestly — not as marketing, but as someone who chose SERHANT. at its inception and has watched what the platform actually does for clients.
The short answer: SERHANT. is not a brokerage. It's a media company, a technology platform, and a brand engine that happens to sell real estate. And for buyers and sellers at the top of the market, that difference is not cosmetic. It's operational.
The Most Followed Real Estate Brand in the World
SERHANT. is Earth's most followed real estate brand — over 8 million followers and subscribers across all social platforms. That number didn't come from advertising. It came from building a genuine content ecosystem that reaches the exact demographic that buys luxury real estate: high-income, aspirationally oriented, global.
When Owning Manhattan launched on Netflix, website traffic surged, listing inquiries spiked, and agent inquiries quadrupled in real-time. I was on the show. I watched what happened to the properties we were selling during that period firsthand. The platform turns attention into appointments, and appointments into contracts.
That's not theory. That's what we observed, measured, and repeated.
|
We don't just list properties — we launch them. Every listing that comes through The Lundgren Team at SERHANT. arrives with the full weight of the most followed real estate brand in the world behind it. That top-of-funnel reach is not available anywhere else. |
SERHANT. Studios: Cinema Quality Content That Sells
Most real estate marketing looks like real estate marketing. Bad iPhone video. Flat listing photos. A description that reads like a spec sheet. It blends into the background because it was designed to blend in.
SERHANT. Studios is an in-house award-winning film production company. The team has won multiple Shorty Awards, has been recognized for cinema-quality real estate content, and has produced over 1.2 billion organic impressions on YouTube since the company's launch. They produce content that stops the scroll — because it was designed to tell a story, not describe a property.
The difference in buyer response to a SERHANT. Studios-produced property video versus a standard listing video is not incremental. It's categorical. Buyers who have watched a well-produced video for a property arrive at the showing already emotionally connected. They've seen the lifestyle. They've imagined themselves there. The video has done 60% of the selling before the door opens.
The New Development Advantage: We Launch Like Apple
SERHANT. New Development is a separate division of the company dedicated to partnering with developers on major residential projects. And the ethos behind it is exactly what you'd expect from a company built around media and brand:
We don't treat a new development launch as a listing. We treat it as a product launch. A global brand launch. A media event.
Here's how that changes things in practice:
Positioning the Product
We don't sell square footage. We sell aspiration, lifestyle, and a vision of long-term value. Every building we represent gets a clear brand identity — a reason to exist that goes beyond 'luxury condos in Manhattan.' What is the story of this building? Who is it for? What does it say about the person who lives there? These questions get answered before a single unit is priced.
Absorption Strategy
Velocity matters in new development. A slow-selling building is a stale building — and a stale building loses pricing power as buyers start asking why others aren't buying. Our absorption strategy balances price integrity with momentum: we price phases to sell, build visible demand, and protect the overall value of the building as we progress toward sellout.
Broker Outreach and Traffic
Every broker in New York City knows that when SERHANT. is selling a building, there is opportunity. That reputation is earned. We give brokers consistent reasons to return — events, updated inventory alerts, co-marketing campaigns, and a sales team that is responsive and professional. Broker trust creates broker traffic, and broker traffic fills buildings.
The Marketing Funnel
We reverse-engineer the marketing funnel from the psychology of the buyer. Where is the buyer we're looking for? How do they consume information? What is their first touchpoint with a new development, and what moves them from awareness to appointment? SERHANT. Studios turns the building into a media machine before the first unit closes.
|
The SERHANT. Platform by the Numbers 8 million+ social followers across all platforms. 1.2 billion+ organic YouTube impressions since launch. 1,300+ agents across 13 states. $4+ billion in inventory. 50+ new development projects in 2024 alone. $45M raised from Camber Creek and Left Lane Capital for technology development. $1 billion+ in closed sales in the first 35 days of 2025. |
What This Means for The Lundgren Team Specifically
I'm one of SERHANT.'s earliest hires. I joined when the company was new because I believed in what Ryan was building — and everything I've seen since has validated that. But the platform is only as valuable as the agent using it.
The Lundgren Team brings $500M+ in career sales across NYC and South Florida, active new development expertise (currently selling The Armstrong at 308 W 133rd Street), and a personal media presence — Netflix, Fox News, Baruch College, national speaking — that amplifies every client engagement we take on.
What does it mean in practice to list with us?
• Your property gets SERHANT. Studios-quality visual production
• It reaches an organic audience of millions before any paid advertising
• It gets the personal attention of a broker with over 15 years of NYC market experience
• It gets positioned — not just listed — with a strategy built around the specific buyer for your specific property
• It goes to market backed by the most recognized brand in luxury real estate
Other firms list properties. We launch them.
|
Your job is to own the property. Our job is to make the world want it — fast. That is the SERHANT. promise, and it is what The Lundgren Team delivers on every transaction. |
About Nile Lundgren
Nile Lundgren is the founder of The Lundgren Team at SERHANT. — the most followed real estate brand in the world — with over $500 million in career sales across New York City and South Florida. A cast member on Netflix's Owning Manhattan, Fox News contributor, adjunct professor at Baruch College, and nationally recognized speaker. He is one of SERHANT.'s earliest hires and a leading voice in luxury real estate, new development, and sales strategy.
Ready to list, buy, or invest? Connect with Nile and The Lundgren Team.
