Use Ryan Serhant’s Brand Strategy: The Millionaire Real Estate Tycoon

five years ago I believed you had to be a jack of all trades if you wanted to be successful you had to understand all the individual pieces of the widget right you had to know everything about something and something about everything um and I still think that's fine today given the advancements in technology given the efficiencies that have now been created through AI which have reduced you know engineer and legal workforces for the Better or Worse um uh given the Innovation and the global Marketplace we have I'm actually a much bigger believer today in just being uniquely qualified to doing what you do best and going all in like we talked about an hour ago going all in on what you are uniquely qualified to do um and then diversifying and leveraging yourself out amongst people who are way more qualified than you are at those individual things um because I would rather be everything to someone than than nothing to no [Music] one I'm Ryan sirant founder and CEO of surand and power real estate broker located in New York City and author of brandit like sirant and you are on behind the brand with Brian Elliot that was almost too perfect oh okay yeah yeah I love it what on brand on brand hey everyone welcome to another episode of the show Ryan welcome or Ryan thank you for having us to your world world headquarters yes in an un H undisclosed location in SoHo yeah I just yeah it's kind of hard to miss actually when you're here there's only a gigantic s in the uh Lobby yes blue yeah you got to create that attention man match the brand we're talking about all things sir H today thanks uh congrats on the new book thank you um I want to understand how Ryan suran understands brand the series is called behind the brand we talk about brand constantly yeah uh I've talked to the foremost experts on brand and branding yeah but I want to hear it from your perspective mhm is a Brand break it down break it down in my mind uh and I had to do this myself because I was very unaware really of what brand was I think if you ask a lot of people hey what's a brand they're going to point to a drink some logo or you know their shoes like yeah those I wear those Sho that's the brand um uh and what it took me a while to figure out is that probably couldn't be further from the truth those logos are only there once the brand has already been established so how do you get to that point and I meet with so many people independent contractors gig workers creators and they all think hey I need to establish a brand so let me work on that visual identity when when that is it's definitely an important step right how to structure your Instagram reals your YouTube all that stuff there those are important steps I put them all into the book I mean it is so tactical um but for me the simple math is everything starts with your core identity what do you believe is your value proposition in your core if we're talking about a personal brand as a products brand who is that product not what is that product who is the product okay but kind of going back to the the building of a personal brand it's your core identity and if you believe everything so strongly in your core when you go and text people type emails go out in person meet people everything that leaves your lips is your core identity now out to the world right which creates a perception that the world then has of You Ah that's what she looks like that's what he wears that's how they talk oh that's what they said interesting interesting interesting then you leave the room and that perception becomes reputation and that reputation as it ferments as you do um becomes brand right at that point with that reputation you can create visual identity right you can create that logo you can create that consistent content and you know I I I only think about this so much um maybe because I'm a nerd about it but also because uh I had to learn it the wrong way the hard way like I screwed up so many times thinking I had a brand but I I definitely didn't you know I had a I had a purple logo like I had I had a I had like a cool bio but it was not brand because there was nothing consistently simple about the awareness that I was creating for myself or or for the product and that that foundationally is how I think about brand I think you're spot on and you're in good company because a lot of the smartest people who have talked a lot about brand have said the same exact thing a brand is a shorthand for what you represent and the experience right and oftentimes the brand doesn't really live in US it lands and lives in the people with whom you have experiences or touch points so you know uh for For Better or For Worse that can be your Frontline employees that can be you know the people who you know uh this is a touch point you know the new book or could be one of your um reps or your you know team members out there in the field if whoever's wearing the sirant you know badge y people have an opportunity to have an impression and that's what lives insides the hearts and minds of the people and so yeah I love that you took us through that exercise of you know talking about values and establishing all that um so that said what is the Ryan surand brand so one of the exercises that I do with people um because a lot of what the book is isn't just me sitting around thinking about brand it's it's the fact that I've been working on my own personal brand and then my company's brand for 15 years so everything that I've learned and building our Brands and you know we started an education business for salespeople u based off my first book which was s like sirant uh in 2018 and we started that business in 2019 and what a lot of people started coming to us for was yeah we we want to learn how to sell more but I also want to have a brand I want to be the one who the one who does acts I want more people to know me because at the end of the day you can have the greatest brand ever but if no one knows what you're selling yeah you're not going to make any money yeah and so how do I generate lead flow you know which is what it's all about how do I create more customers how do I create more content to create more potential clients um and how do I do that in my sleep so I don't have to sit there doing outbound lead generation all day I can have inbound I want to be stopped on the street the coffee shop and I want to wake up with leads in my inbox um uh and so one of the exercises that we work with people on which is part of kind of our core identity phase one um and if you go through the book uh we I what I have in there is is what I call The Sur Hamp brand strategy system and it's separated into three phases which is core identity consistent content and amplification and kind of what I call like shouting success from The Mountaintop and it just and it's how to do everything it's literally just a tactical manual and so in that core identity phase to answer your question in a Long Way um uh there's an exercise called your and to make things really really simple right so you are or I am you ask me about me I am real estate and what like what is what is my passion you've got to have an and you can't just be real estate you can't just be cats right you can't just be your kids you can't just be Fitness like it it it's what and what where what is what is what is the Tactical product that you're connecting yourself to and then what is that passion that people can emotionally relate to all right let me push back on that a little bit because just I'm curious um why do I have to have an end why can't I just be like uh you should ask me what do I think the sirant brand is oh oh what do you yeah what you think the suram brand is I see you as the king of real estate East Coast okay full stop oh interesting okay is that is that you know is that off is that on is that accurate I think if you sure I I'll take that thank you I appreciate it I think if I if I'm pitching us though because like when I started the company I couldn't just rest on the foundation of I'm the best at real estate on the East Coast because there's a lot of competition on the east coast and so what's my differentiator yeah um and my differentiator was then media so we were the first real estate company uh I guess on the East Coast that then had an in-house production company like separate C Corp separate everything so we had Studios that for free created organic content for the agents the properties and the developers to drive that or lead flow across a large platform and so the company was was really put out as media and real estate and so for me personally right I am luxury real estate and media as a as a differentiator yeah and if people if people only see the real estate side no problem a lot of people only see the media side well I guess I'm looking at it from well correct me if I'm wrong the media side is attractive only to your team so if I'm an agent and I'm looking for a home yeah I want to be with sirant because he's the king of real estate on the east coast and he can help me build my personal brand I can be a Proto of Ryan s and do media like he's done it I don't think that really applies you tell me how to clients who want to come you know I want to buy a $10 million apartment I don't care if you have a media company so interesting you say that um you know there's two types of clients that we work with in the sales space clients that buy things and C that sell things and so on the buy side they're appreciative of the media because it can hopefully get us access to more inventory that they wouldn't ordinarily get access to yeah but then for us a lot of times we get access to that buyer through the media because that guy's 12year old follows Us on YouTube yeah right and says Dad if you're going to go get an apartment or a new house you need to work with sir yeah so that's that's the buy side on the sell side a lot of our clients now write it into our exclusive contracts that they will get an infeed Instagram post right right they'll do and they they they're like well if I'm going to go with you guys then I want to have all the Firepower Absol and so we have to work we have to figure out posting schedules and our real estate deals now you know and it's it's just it's part of it and how it works yeah I love that so it's an influencer deal but you're working house yeah it's listen we are sales people are are part of that that gig economy like did I have a lot of conversations during the day in the last few minutes did we just talk about Census Data at all or is that another call I just had yeah another call so okay R sorry that's my old age um you know one of the reasons I did all this and started the company especially going so hard into education right which is direct to Consumer but also B2B sales training um is five years ago I saw a stat that said 23% of all taxpayers in the United States are gig workers right or record at least a portion of their income and record it in a 1099 interesting it's like the 8020 rule so today yeah it's 36% okay by 2027 over 50% of the US economy will come in part from gig workor which means that more and more people are rejecting higher education more and more people are rejecting W2s and FES and more and more people are figuring out that they just want to work for maybe 10 people and sell something whether they know they're in sales or not yeah um uh uh and you know one of our thesis is to really get ahead of that of that kind of worker Industrial Revolution that'll come between now and 2030 so do you see this Media Company expanding Beyond just training agents like is this for other gig economy people so the so Studios um uh so far does you know brand deals agent deals still relatively real estate we do some car stuff random um uh uh but sell it so the education side yeah I mean we have you know 22,000 members now in 126 countries um and some of them are surgeons some of them are Formula E race car drivers in South Korea some of them are selling pianos Utah to other Mormons like some of them are a lot of them are real estate you know some insurance mortgage like it's and it's uh uh and it's growing uh much faster than we anticipated so this is like a this is like a uh masterclass Style video series that you kind of it's more of like a yeah it's more of like a um a a pelaton for sales training okay right Salesforce for sales training um on demand it's modulized course curriculum you learn how to S also so so yeah so it's so it's what you would call and that's that kind of part of the world it's you know asynchronous so it's hey go learn how to do this learn that you can do whatever you want and then there's also cohort so you would do it with a live instructor so a lot of the B2B stuff is with live instructors there's assessments like it's it's real and it becomes Revenue intelligence for companies outside of just pure product intelligence where they're like yeah I know how to sell the software but do you and so we're able to go there and do that and it's a lot of the same muscle and you know part of our our our founding is that listen we learn how to sell real estate in the street of New York City not having been here not having grown up here with no leg up figured out how to do this I'll help you sell software you know and our people will that we've trained it's the same principles you know just you know yeah slightly different music and musicians yeah talking to someone in person uh building your brand is is somewhat different than working with like uh an SDR at a software conglomerate trying to you know increase their SQL like there's a very um there's some Nuance there but it's uh uh but it all kind of comes down to uh um you know a core understanding of the sales process in the 2020s you know and our competitors there's like two of them globally and they are um uh uh you know they they're built on an an economy from the 1990s it's just different it's just different world I love it what's the um what's the typical misconception or misperception when someone comes in let's say maybe under your umbrella wants to build their brand I mean I can tell you what happens in our world cuz you know aside from this I have a production company we create you know film and commercial stuff for clients yes and inevitably we'll get the client that's like I want to go viral yeah always and it's like every wants overnight success uh so talked about some of those like okay here's what you're not going to get or like here's the heavy lifting you have to do before you can build your brand like what are some of the building blocks hindsight's 2020 right as a success right you only realize you're successful in hindsight you don't realize you're successful now like I didn't know that 2018 was all was like an awesome year for me until it was over you I didn't I I I didn't know um uh and so you know we spent a lot of time really training them on on having a macro Vision um that's built with like micro winds right you have to be a specific as possible yes so don't come in and just say I want a huge brand I want to go viral I want to make a million dollars great how yeah like literally what will you do every day because you can't control a year and you can't control a dream what you can control is what you do with the time during the year you know and it's funny because um uh uh last year Harvard Business School came to me never heard of them and said we're gonna yeah said we'd like to write a case study on you and I said are you sure like why what are you going to write about like the company like we're we're at that you know at that point we were two years old you know real estate TV what do you want to talk about like no no no um we're going to write a case study on you and time management and so they wrote a whole case study and they taught it at Harvard Business School about Ryan sirant and time management and I had no idea how interesting that was for me um you know as I think about it you are a very punctual guy I I'm seven minutes late to this well but we were in your house I mean I remember the last couple times I've met you you were like uh spoton the other thing I remember and very quotable from the first interview we did a couple of years ago is you can't do six crunches and expect six pack abs sure yeah I love that quote it still sticks in my mind I still like the quote that you put into that article where you compared me I had the the physical prowess of of gron was a tight end um but with none of the athleticism like my parents and my brothers that was the best interview they'd ever read about me and they still bring that up all the time like man that guy was the Brian Elliott from dude that guy just understands you I can just cut right through I just it's kind of like my thing I can see see through yes great anyway carry on then I don't even know what we were just talking about well you were telling me about the uh time management I'm impressed with that yeah oh yeah the time management um uh ski so Harvard Business School did the case study which was which is fun but it um uh uh uh I guess you know it really cut down to to how I think about uh achieving goals right and achieving success so that when new Agents come in like you said or new customers and they have really really high expectations you know you can walk them through what this process is so if you want to do something big for the year no problem how many minutes a day are you going to put into it yeah um and if you do that right then you can solve a problem literally one day at a time I I like this I've heard James Clea talk about it and write about it James wrote that book Atomic habits that's the whole premise of the book you know it's like tiny little winds and a lot of people say don't don't set your goals huge set them like bite sizable y so you can just Yum Yum Yum Yum Yum like little Pac-Man and get them you know and then you could grow from there but it's like start with a little micro winds you're exactly yeah it's accurate yeah yeah so it's so it's right there and I've always also thought about um uh time is money maybe it's because I'm a commission salesperson like I've never had a salary never had benefits like I I I I just work all the time until someone else is successful and then hopefully maybe I take a small percentage of that and so you know what we call it on my side we call it boats in the water sure we have a lot of boats in the water they don't always all sail at the same time but you got to have a lot of boats in the water yep yep yep and if you want to really really be successful then you burn your boats right ah yes burn the boats yes burn the boats man you cut the net but I uh so I so I created what was like what I called my thousand minute rule like 10 years ago um uh uh because I I spent a lot of time you know having a bad conversation with someone or getting yelled at by a client or I don't know like stepping in a p like it's something would happen and it would then quote unquote ruin my day well this just ruined my day and it's something if something really really bad happens and in my world in the sales World bad things happen on Mondays because people have the weekend to think about it then on Mondays they're like well I'm not going to ruin his Sunday so I'll call him on Monday yeah so every Monday it's like what what's going to happen today um it would then potentially ruin your week yeah but as I started to think about you know having 1440 minutes a day a thousand of them I can be productive um uh uh if someone ruins 15 of those I wouldn't throw out $985 so every day I wake up as the CEO of my own Bank of time and I go for it and if I can buy some of that time back holy moly yeah like the the the tech that we' built on The Brokerage side that we actually announced and showcased for the first time ever at Inman yesterday on stage was the first time I've ever done that before totally toally terrifying um uh does that you know um and it's really helping people get their time back so they can invest it back into the business or back into having more life yeah okay so in recap what you're saying is you need to manage expectations or manage your own expectations of being able to you know grow to whatever volume You're Expecting like manage those focus on micro winds and then just start building Brick by Brick yeah okay I love that yeah you're not trying to your goal isn't to grow muscle your goal is to pick up a heavier weight next week more times than this week that is something I can control right as well as what you eat and what you don't eat um uh same thing like what you do you know with your time and how you put that out there so you want to build something viral you're not going to do it once right you're going to do consistent content so in the book we go through core identity once you have that then you build out consistent content and then once you have that you have to be your greatest champion no one's going to talk about your successes if you don't talk about your successes I love that Snoop Dog speech have you heard it I'm sure you have it's the uh Snoop Dog Hollywood Walk of Fame speech where he's thanking everyone and he famously says I want to thank me yeah for all the hard work I put in I want to thank me for believing in me when everyone else didn't I want to thank me you know what for never giving up yeah you know the the the spe that actually had real influence on me um that I think a lot of people made fun of was Matthew mcc's Oscar speech for Dallas Buyers Club where he got up there and everyone was like oh Matthew mccon is crazy but he got up there and he thanked himself in the future yes right and his role model is him in the future and I like I remember watching that all those years ago and it had a profound impact on how I think about who I work for MH you know and then I went on one of those those face apps and I aged myself to like 80 old man Ryan and that guy's my boss because I will be that guy before I know it like I'm almost you know I I don't know I I I moved to New York City yesterday but that was now almost 20 years ago and now my back hurts and I'm like like okay in the amount of time I've now been in New York City I okay so it's I'm gonna be 60 now before I know it in the same blink of an eye it's been since the day I got here it'll be an even faster blink of an eye yeah before I Turn 6 years old yeah and so I want that guy's life to be great everything I do today is for me in the future you know future me that guy and Matthew mccon probably yeah I'll build on that idea that's like the one of my favorite shows the office it's the very end uh scene where they said I think it was Andy who says I wish I would have known that I was in the good old days yeah when I was in the good old days like we're in them right now and like the irony is yeah and the irony is Ryan like if you and I are not here right now in the present all in and like given everything we got to this podcast right now it's like it's it's a waste yeah and I think that's how I approach you know if you talking about brand or if I talk about you know U making good use of time it's like every single opportunity we have to be present with whoever we want to be present with could be our family could be client could be friends you know whatever it's like we have that chance and if we miss it we miss it yeah and that's it's now behind us yeah yeah man same thing like I I think about a lot you know 10 years from today you're going to wish you felt this tired right right you're going to wish your little back pain that you had today remember when I had hair oh man that was so great it's before before like you're gonna you know I said I talk about it to my wife all the time like we look at photos of ourselves getting married and we're like oh God we were so young but I distinctly remember being there being like Oh man we're getting married so old you know it's all relative you just and it's hard that's a hard thing to teach I think you just have to uh uh just go out there and have as many experiences as you possibly can and just know that the future is creeping up on you yeah back to Brand so what do people get wrong about brand uh what what if they're not walk in the talk I mean I'm looking at some of these chapters you know like um walk me through some of that yeah I you know I I there's there's a lot of uh things to to not do yeah no I know what they are um uh um you know kind of going back to what I what I said originally like I I would say the the biggest thing uh uh people make mistakes with is really not understanding what a brand is in the first place and thinking that it's purely something visual right thinking that's it's purely something visual um on the product side okay what I really really love and I learned this uh uh from a lot of different people and I I I also interview a lot of people in the books the first book I've ever done that before um how was that took a page from your book um fun right it was interesting man like I'd never you know cuz my first two books this is all part of like a selling Trilogy so sell like Siran is the sales tools big money energy is the confidence to use those tools and then branded like Siran is you can't sell anything if no one knows what you're selling so put that all together build a great sales career and whatever you want to sell um but in this one I thought you know what I can't write a a a great brand manual if I don't like talk to other people you know from the all the classics from like Gary vaynerchuk to also you know Nick Sharma from Sharma Brands who's just a genius at this stuff to um uh like you know Kenneth Cole you know talk about you know how do you build a socially aware brand and and everybody in between um uh because I wanted to talk to people that had actually done the work not people who just had big Brands and it's just sort of happened because did you learn something new yeah so so so as far as product goes you know because some people don't want to have personal Brands that's that's fine their personal brand can be defined by the success of a product you know they're building a whatever the product might be yeah and so he and we really go into in the book and and and kind of dove in on what he said um it's like one of the exercises we do with our companies is with Brands every brand is a who not a what kind of like we said so we go okay this brand who is she what does she look like okay you want to sell a new brand of hammers is that hammer Martha or is it Tom you create a muse right exactly and you build out that whole character study Persona sometimes yeah you build out that Persona that character now with AI you can actually kind of do that right and your brand can now have an identity can have a can have a Persona can have a voice um and most people just don't do that at all like at all um I think in part because they just don't want to do the work or they don't know they haven't done the clarity the other mistake a lot of people make is they believe in what they've already internally ized so I think I'm awesome right right I'm the greatest salesperson of all time am the king right exactly without actually like doing the survey so another exercise that we'll do is you go find a handful of people or one person that you believe will be completely honest with you and say please define me without using my name and see what happens MH so I did this a long time ago to my friend Alex who's kind of a dick but um I appreciate it honest he's honest I was like can you define me without using my name he's like what do you mean just like just how would you explain me to somebody else if you're were going to say hey I was just with the guy without using my name how would you say it it's like yeah you're kind of like the tall lanky awkwardly grayhair guy who thinks he's funny sometimes but most of the time isn't um and you look at the ground when you walk and I was like gross okay thanks so much that's it that's all you would say he's like you I don't know I was I you know he's he's he's nice I'm like okay that doesn't help me um and I kind of learned from that to take the best and leave the rest you know like I dyed my hair but I didn't realize and I started asking a lot of people like I I can't see my hair when I'm walking around you know and you get so used to it and so that's it's a visual identity and a moniker that people like really connect me to interesting though he didn't use many adjectives he didn't say like you know um no smart funny he said not as funny as I thought it was yeah um looking at the ground was a weird thing I was like really that's how he like yeah yeah you're the guy that does that I'm like I'm the guy who looks at the ground when I walk it's like yeah everyone says that I'm like what I didn't even know that everyone does go to the YouTube comments come on what and then and so I did like a little bit of internal Discovery I was like why do I why do I do that and I dug back and I dug deep and what it was was um uh when I was growing up I had really really bad skin so I had rash acne and I would get embarrassed looking at people in the eye because their eyes would move around my face and so it was easier for me to walk between classes high school and college yeah without making eye contact so I would just walk with my eyes at the ground and even when my skin cleared up and I got older I never actually broke that muscle memory because it just became like the way I walked yeah old habits and but it set a perception interes right as part of my brand math that the world then had of me as somebody who was unconfident someone who then also was potentially ignorant someone who didn't want to make eye contact with because do you don't I don't have acne anymore so people are like oh that guy's not making eye contact with me that guy's a jerk and I I had no idea yeah yeah yeah very smart I mean we're talking about sort of non-verbal cues interpretations uh that's relatable uh often times people will come up to me and say are you okay are you upset I have that RBF face sometimes I'm in my head a lot yeah uh so you're right I mean being conscious of non-verbal cues is really important to your brand sometimes you're communicating the wrong thing but you know like sometimes I'm really in my head I'm very introverted actually Ryan even though I you know turn the lights on and I'm like you know fire plugged it's like yeah you're like me in front of the lights we are on lights off I'm looking at the ground yes um okay uh um it's you know it's funny I did a I did a the only movie I ever made was while we young Noah bomach directed it with Ben Stiller and Adam Driver and Amanda safreed and Naomi Watts and um stuff and I I'd never been around people like that and they cast me as a guy named hedge fund Dave um and she watch it it's funny and he uh uh uh but anyway so I had all these scenes with Ben um and I know I grew up watching Ben Stiller yeah and Ben's loud he's funny all the time when the camera's on when the camera's off yes he is silent he's pretty quiet he's super quiet like in a corner it was it was a it was a wild experience for me um he got upset with me actually when I was at Universal I worked with him on Meet the Parents oh really that movie with Jiro yeah yeah oh I know it yeah yeah and I came in all hot uh you know I was excited to meet him cuz I thought he was funny and I was like joshing around with him funny and he just looked super dead pan and he was he didn't really answer me and then the his agent says um let's not talk to Mr Stiller like that anymore you know like what was your role what was your what was your job then I was on the brand strategy team helping with uh the DVD uh after the movie came out theatrical and we had showed him this key art which was the cover of the art and um maybe had slightly impart to do that we had him a comp done like this bunny like you ever see a Christmas story where the K comes out in the bunny suit so we put him in a bunny suit oh good J and I was like this is hilarious and he goes no answer I was like oh guess he doesn't like it uh did you use that no no the agent said you know he's really trying to lean more into leading man role so we end up putting bunny slippers on him in the comp and that's that's what made the the cut but um no I get it you got to be careful DVDs wow got to be careful so let's go back to what you learned from all these experts you talk to all these people who running Brands uh what was one of the key takeaways oh man there was there was so many um uh I would say you know there's amazing there's an amazing woman who runs um a company called August which is like period awareness okay yep um and period power um uh and really kind of taking away any shame or embarrassment from periods because half the world has them of course so uh she was so like I I would in my interview with her I could have stayed on there for 12 hours um uh she never would have done that because she's way too busy building a rockstar company but she um uh uh she talked a significant amount about uh the creation of community and Community awareness in brand building and how it's not you know the the the kind of phrase content to Commerce has been used for a long long long time and so she's like yeah we can create content that's funny we can create you know brand aware content about per you know tampons and yeah pads and everything um uh uh and then people will look at the content they'll say ha and maybe they'll buy it right buy it but um given what you can do now on Tik Tok and snap and across stories right every brand even if it's tampons is is a character right it's a person and that person needs to and your customer has to connect with it and you do it through community so that that math that I talked to you about of it's no longer content to Commerce it's content to community to Commerce um uh was was really really eye openening um and that whole interview you know I really didn't edit a whole lot from it and is is in the book because I thought it was super super super smart she had a great way of really kind of building Community awareness to create brand attention to the benefit of a booming business in a Marketplace that I don't think a whole lot of people would say hey let's go disrupt feminine products you know um uh uh uh uh and she has it was super cool it's smart I mean disruption is the key right you're trying to differentiate yourself from all the other real estate agents yeah you're a real estate agent and a media company uh I think about other uh like liquid death is one of my favorites right now is disrupting water it's like I remember when stance did it with socks and liquid death do with water it's like yeah it's cool where do you see whites space like where's where's the surand brand lasering Focus now I I still think there's a lot and we're working on some things um I I still think that real estate is relatively pretty boring like the houses are cool but no one has done for real estate sales what liquid death has done for water or Logan and KSI have done for for drinks you know or um uh uh so I think there's there's there's a lot of things that we can do there I think there's white space there um I think there's white space and Furniture um I think there's I think Restoration Hardware is beautiful I think it's super cool I think it's super expensive um I think iea has been around for a long long time and I think there is a mass Market Changing of the Guard that should be taken and I don't think anyone is as far as I know I'm sure there are people trying so I apologize to anyone who's trying I just haven't seen it yet personally um I think there's a huge huge Marketplace because all I know is all people did over the last couple years is move and buy houses and there is no furniture can't get it sir Home Furnishings yeah yeah Siran sleep Siran sofa Hey listen Ralph Lauren did it yeah why not Ryan suran sure oh my God one thing at a time yeah um uh but I think that that's a that's a good white space where you could do a lot and people have dabbled in furniture and it's always hard but it's because they try to do too much like you've got to start simple right like if you look at liquid death it's one can looks the same it's water if you look at Prime right they start with the one drink right if you look at anything else they start with the one thing what would you start with would it be a sofa would it be a bed start with no cuz I think there's there's I don't I wouldn't want to compete right away with with mattress companies right um or like betting companies like I don't need to go to battle with Casper or Serta or yeah or like Brooklyn or any of those I think I'm uh uh uh uh I don't know like I I think like there should be like the table and chairs yeah um well you know stickly and some of those old like they're 100y old Brands like these guys are like yes I mean if you're not in a Furniture you don't know what stickly is but like would you reinvent that category is that what you're saying yeah I think so I think there's a huge huge Marketplace for it um but I I'm I'm very I'm very much on the the mass Market side of the business okay you know I think they're um not you wouldn't go highend luxury you'd go Mass I don't for for me I don't think so um uh you know I like I like doing things for a lot of people on the real estate side you know me personally I only operate in the luxury space because there's only so much time but the firm I me we sell everything you know at all price points in all markets you know I got to be in like South Carolina on Friday I think we have like uh National home builder you know selling track land lots and then on that Saturday I got to be in Savannah you know these are relatively normal markets yeah um uh which is cool it's all listen it's all volume at the end of the day let's wrap things up by maybe uh leaving some uh words of wisdom some pieces of advice yeah people building their brand pull it right from the pages of the book I I I did not need to write a book right I didn't I didn't need to write the first two um but I H there's like I had such a deep itch to put this out there um and it really completes that flywheel for me you know after the first two books and they all they're all the I me they're all me so they all operate together um but I am just so so so so uh excited about all the opportunities that people have today to build something for themselves even 5 years ago right it was it was so much harder then to create something new compared to what it is today let me ask you about that too it's like what is simply like a deeply held belief you had 5 years ago about business or about yourself or you know that category that you no longer believe things have changed five years ago well that's a loaded question um five 5 years ago I believed you had to be a jack of all trades if you wanted to be successful you had to understand all the individual pieces of the widget right you had to know everything about something and something about everything um and I still think that's fine today given the advancements in technology given the efficiencies that have now been created through AI which have reduced you know engineer and legal workforces for the better at word um uh given the Innovation and the global Marketplace we have I'm actually a much bigger believer today in just being uniquely qualified to doing what you do best and going all in like we talked about an hour ago going all in on what you are uniquely qualified to do um and then diversifying and leveraging yourself out amongst people who are way more qualified than you are at those individual things um because I would rather be everything to someone than than nothing to No One mhm I mean we were just sitting back you know chopping it up reminising about the good old days and all that you know tracking my roots where I came from and where I'm going

Channel: Behind the Brand

Views: 3,852

Keywords: Bryan Elliott, Behind the Brand, entrepreneur, branding, self branding, self branding tips, self branding video, self brand, ryan serhant, ryan serhant motivation, ryan serhant interview, ryan serhant book, brand it like serhant, ryan serhant branding

Id: K0q9UG7GBA8

Length: 41min 23sec (2483 seconds)

Published: Tue Mar 12 2024