Powering $7B+ Growth: How SERHANT. Scaled Its Agent Force and Sales with Rechat

SERHANT.’s Distinctive Edge

SERHANT. isn’t just any brokerage. Founded and led by Ryan Serhant, the star of Million Dollar Listing New York and the Netflix series Owning Manhattan, the firm blends high-production media, cutting-edge technology, and elite agent training. Ryan’s personal brand alone reaches millions worldwide, but it’s the systems behind the scenes, including Rechat, that make it possible for agents to capitalize on that reach.

Ryan is known for his relentless energy, polished negotiation skills, and a knack for turning media moments into market momentum. His “always forward” mindset permeates the company, driving innovation and agent success at every level.

From dominating luxury markets to training thousands of agents globally through the Sell It platform, SERHANT. has built a reputation for doing things differently and winning. Their approach to technology follows the same mantra: Find a way to tap into the most powerful and effective ways to help your agents win big by making technology work harder for them and free up time to do what they do best — delight clients. 

The Background: Building a Brokerage in Fast-Forward

While much of the real estate industry slowed, consolidated, or held steady, SERHANT. took the opposite approach: expansion in high gear. Founded in New York City in 2020, the brokerage has since expanded into 12 states and Washington, D.C., building both its brand and its infrastructure at breakneck speed.

In just five years, the company has grown from fewer than 100 agents to more than 1,100 – without sacrificing retention. SERHANT. boasts a 99% agent retention rate, outpacing the industry average of around 92%. As of August 2025, the brokerage has closed over $5.3 billion in real estate volume and is on pace to be a top-30 brokerage nationally by year-end. That’s a massive leap from the $1 billion it posted in 2021.

This kind of scale required more than a big vision, it demanded the right infrastructure. That’s where Rechat came in. As SERHANT. entered each new market, Rechat became its operational foundation. The platform allowed the brokerage to immediately connect with local MLSs, roll out on-brand sales and marketing collateral, and equip agents with powerful, easy-to-use tools from day one. The results are clear: 66% of SERHANT. agents actively use Rechat, and those who do generate 32% more revenue than those who don’t, according to the firm’s internal business intelligence dashboards.

The Experience Architect: Ryan Coyne’s Role in SERHANT.’s Success

At SERHANT., innovation isn’t just a slogan. It’s the oxygen the company breathes. And if you spend five minutes with Ryan Coyne, Chief Experience Officer (CXO), you’ll understand why his work is critical to SERHANT.’s vision. I had a delightful and inspiring interview with him. 

Coyne works closely with Ryan Serhant and the leadership team to ensure every agent interaction from onboarding to marketing to client engagement. He is supported by technology that’s as powerful as it is easy to use. “The X [in CXO] is like a variable from algebra that stands for whatever my job is that five minutes,” Coyne jokes about his title. One moment he’s co-hosting a live show, the next he’s advising on book projects, then pivoting into designing the tech that keeps SERHANT.’s agents ahead.

In Coyne’s words, “Technology should feel like a luxury car sitting in the driveway, ready for you to drive, not a rusted heap you have to push uphill.” At SERHANT., Rechat is one of the most powerful tools in their agents’ toolkit for their hands-on workflows – complete with Lucy, Rechat’s AI assistant, always within reach.

The Problem: Why Agents Avoid Most Broker-Provided Tech

Across the industry, brokerages struggle to get agents to consistently use technology. Bloated systems, multiple logins, inconsistent marketing, and CRMs that feel like a second job all take their toll. Many agents end up ignoring the tools entirely, reverting to manual processes that drain time and create inconsistency and less productivity.

The reality is that most real estate agents are people-people. They get into the business because they love solving problems, negotiating deals, and delighting their clients, not because they want to spend hours updating a CRM or learning complex software. When technology requires too many steps, too much data entry, or too much time away from client interaction, it gets abandoned.

Coyne puts it plainly: “We’re [real estate agents] in a battle to not be forgotten or de-valued by past or potential clients. If your tech makes that battle harder instead of easier, you’ve already lost.”

SERHANT. needed a single solution that could streamline marketing, CRM, and agents’ operations, but also keep the agent’s voice intact, ensure brand consistency, and reduce the daily administrative drag.

The Solution: Rechat, the Super App for Real Estate Agents and Brokers

Rechat takes the core technologies offered to agents for marketing effectiveness – CRM, listing presentations, email campaigns, social ads, broker blasts (a feature called Agent Network within Rechat), and transaction support – and makes them dramatically easier to engage with and deploy consistently. It connects every stage of the sales process, from first contact to closing, into one streamlined system. Agents no longer need to juggle multiple logins, duplicate data entry, or piece together marketing across disjointed tools. Every function is connected, branded, and optimized so agents can focus on serving clients and winning business.

For agents who prefer to delegate those tasks, SERHANT. has built an in-house complementary service called S.MPLE. Frequently called the ‘Instacart for salespeople,’ it’s an AI-powered professional real estate support team at their command, where agents can simply ask for what they need – like a listing presentation, marketing campaign, or client follow-up – and S.MPLE executes the work behind the scenes in tandem with SERHANT.’s human support staff. Crucially, it’s Rechat that powers many recipes of that service’s output. Think of S.MPLE as the agent-facing interface, and Rechat as one of the engines under the hood. Agents who are more hands-on use Rechat directly. Those who prefer to stay focused on relationships use S.MPLE to tap into Rechat’s tools without touching the dashboard.

Some agents worry that AI is going to replace them. At SERHANT., the opposite is true. Rechat, like S.MPLE, taps into AI to make agents faster, smarter, more consistent, more professional, and ultimately more profitable. AI is used not to remove the human element, but to amplify it, ensuring agents have more time to focus on client relationships, negotiations, and building trust.

“The shared vision of the future of how AI can be empowering agents is something that is shared between SERHANT. and Rechat, and is so, so enthusiastically adopted by both companies,” says Coyne. “We’re moving in the same direction to bring AI value to agents who do not have the time, the inclination, or who struggle to keep up with evolving features and different kinds of things made available to them, let alone the education.”

Lucy, the AI Assistant That Talks, Writes and Works Like You Do

Lucy is Rechat’s built-in AI assistant, a virtual partner designed to handle the repetitive, time-consuming, and detail-heavy tasks that often keep agents from doing what they do best: selling and serving clients. She can create MLS-accurate listing websites in minutes, draft email campaigns and social ads, log calls and texts automatically, suggest the next best follow-up action, and even turn meeting notes into tasks or reminders. In short, Lucy is there to make sure nothing slips through the cracks while helping agents present themselves as polished, professional, and always on top of their game.

After understanding what Lucy can do, it’s easier to appreciate her unique advantage. “AI tools might be excellent chefs, but when you put them in someone else’s kitchen without the right tools or ingredients, it can only do so much,” Coyne says. “Lucy has access to MLS data, your CRM, your listings, and many of your brokerage tools. That’s what makes it different.”

Lucy’s power is in how seamlessly she blends into an agent’s day-to-day workflow inside S.MPLE. Picture an agent heading from one showing to the next. With a quick voice command in the Rechat app, Lucy can log calls, set reminders, capture notes, or queue up a marketing email, all without the agent ever opening their laptop.

By the time they reach their next appointment, everything is already recorded, organized, and waiting for them in their dashboard. Want to adjust a task or update a client record? Just ask Lucy, or speak it as a request into S.MPLE, and it’s done by either.

Here’s a sampling of the kinds of things Lucy helps agents at SERHANT. do:

• Draft brand-perfect marketing templates, emails, and social posts in minutes.
  
• Automatically log calls, texts, and emails so agents never fall behind.
  
• When asked, suggest the next best action based on client engagement history and behavior.
  
• Keep the CRM alive by flagging overdue follow-ups and prioritizing outreach by profitability and likelihood to close.

With Lucy working behind the scenes, the CRM transforms from a static database into a living, breathing command center, ensuring SERHANT. agents spend more time chasing deals, not tasks.

Agent Impact: Scaling Humanity

For agents, the difference is night and day. Before Rechat, creating a listing presentation could eat up half a day. Now, tasks that once drained hours happen in minutes. Marketing that used to require design skills and manual posting is streamlined into intuitive workflows.

Templates are pre-loaded with SERHANT., and agent branding can be personalized for each client. Agents can launch campaigns while walking into an open house or between appointments. CRM notes are no longer a late-night chore because Lucy captures them in real time.

“Encourage yourself by knowing there’s a car in the driveway to drive as soon as you’re ready to sit in it,” Coyne says. That’s how he wants agents to feel when they open Rechat or any technology that SERHANT. either builds or collaborates with.

By removing the drudgery of admin work, Lucy, in the same vein as S.MPLE, frees agents to focus on high-value client interactions. The result: stronger relationships, more referrals, and the ability to scale without burning out.

The Payoff: Growth, Retention, and Measurable ROI

When you pair a human-first AI with a culture that embraces it, the numbers speak for themselves: 

– Revenue: $1 billion in 2021 → $5.3 billion as of August 28, 2025, with a projected top-30 brokerage finish by the end of 2025.

– Market Footprint: Started in New York City in September 2020 and has expanded to 12 states and Washington, D.C.

– Agent Growth and Retention: Agent headcount has grown from under 100 agents to over 1,100 today. Ninety-nine percent of agents stay, compared to the industry average of ~92%. 

– Adoption: Sixty-six percent of SERHANT. agents have adopted Rechat. And agents who use Rechat tools consistently generate 32% more revenue than agents who do not (tracked via SERHANT.’s business intelligence dashboards). 

– ROI: SERHANT. covers the cost of Rechat for its agents because, as Coyne says, “The ROI speaks for itself.”

For the brokerage, this isn’t just about adoption rates. It’s about predictability and growth. Rechat allows leadership to see what’s working, identify training needs, and coach more effectively. Brokerages get a clearer view of their pipeline, stronger brand consistency, and higher productivity per agent.

Key Features That Set Rechat Apart

• Last Touch Sorting: Keeps agents focused on the right conversations at the right time.
• Agent Network: A favorite of SERHANT. agents, Agent Network enables agents to share listings and sales with nearby agents through targeted, customizable email campaigns. Rechat auto-populates contact lists based on geography, helping agents quickly broadcast opportunities and drive exposure without maintaining large outreach lists.
• Automated CRM Logging: Captures calls, texts, and emails without manual entry.
• Flow and Automation Tools: Runs follow-ups, sends reminders, and delivers value-add touches automatically.
• Deduplication: Keeps contact databases clean and usable.
• Full Marketing and Design Suite: Launches polished, on-brand campaigns quickly across multiple channels.

The Connective Tissue: Seamless Integrations

The tech may be sophisticated, but the experience feels simple because Rechat ties everything together behind the scenes. Whether agents engage directly or through S.MPLE, the unified system removes friction across workflows:

• Email and Calendar Sync: Gmail and Outlook integrations keep communication and scheduling aligned in one hub.
• Transaction Management: A native SkySlope connection (coming soon) will streamline closings without agents needing to context switch.
• APIs and Webhooks: Power seamless connections across tools, creating full contact-to-contract visibility without extra steps.
• Marketing Channels: Built-in tools for social ads, newsletters, and targeted emails through features like Agent Network to share and maximize listing exposure.
• MLS Data: Auto-populates and connects to create assets like CMAs and presentations in just a few clicks.

For agents who prefer a more hands-off experience, SERHANT.’s S.MPLE platform leverages Rechat on their behalf – executing tasks like generating listing materials or sending follow-ups with just a simple request. Whether agents work directly in Rechat or through S.MPLE, the result is the same: a clean, efficient, AI-enhanced experience that keeps them focused on clients instead of complexity.

A Blueprint for Any Brokerage

While SERHANT. is an extremely high-profile brand, Coyne insists this part of the playbook works at any scale because of the way it allows an internal marketing team to manage Rechat as an agency-style solution. Growing brokerages often see an even bigger impact because consolidation replaces multiple tools and headaches with one platform.

“The whole thing is integration,” Coyne says. “We’ve made AI work for agents instead of making agents work for AI. That’s the difference.”

For brokerages still juggling disconnected systems and low adoption, the message is clear: it’s time to rethink the stack. Whether you have 100 agents or over 1,100, the principle remains: give them technology that saves time, strengthens relationships, and makes revenue growth inevitable.

For More Information: Visit Rechat.com to request a demo or learn more about how Lucy and Rechat can transform your brokerage.
Interview fielded by Marilyn Wilson of the WAV Group, a leading consultancy in real estate, offering comprehensive advisory services tailored to brokerages. Their expertise spans commission management, technology strategy, marketing, recruitment campaigns, and mergers and acquisitions. With a diverse team of experienced brokerage executives and industry leaders, WAV Group leverages cross-functional expertise to help brokerages critically assess opportunities for business growth. Their services aim to enhance lead generation, reduce operational costs, and create pathways for market expansion. Learn more at www.wavgroup.com.