If you’re a solo agent trying to figure out how to build your brand, generate leads, and stay relevant in an AI-driven world, you’re not alone.
During yesterday’s BAM BBQ, Byron Lazine and The Broke Agent sat down with Ryan Serhant to talk about exactly that. The conversation was full of insight, humor, and a playbook’s worth of practical advice for agents who are just getting started, or starting over.
Here are the six biggest takeaways from that conversation, straight from Serhant himself.
1. Start by Making Yourself Discoverable in AI Search
Before you dive into content creation or ChatGPT prompts, Serhant says your first move should be ensuring your name and brand show up in AI search tools like ChatGPT, Perplexity, Claude, and Gemini.
“I think we spent like 200 bucks a month when ChatGPT came out just to make sure that we were discoverable. And it’s now turned into deals. So, that’s the first thing that I would do.”
Buyers are already asking AI, “Who’s the best real estate agent in [my city]?” The agents who appear in those answers aren’t there by accident. They’ve optimized for it.
It’s no accident we also had Experience.com CEO Scott Harris on BAM BBQ. His presentation focused on exactly how real estate professionals can optimize their visibility in AI search for Google and other AI search tools.
You’ve heard about search engine optimization (SEO) for 25 years. But now, Serhant says the focus should shift to being discoverable by AI.
“If you look up how to be discoverable through AI, the next generation of buyer is going to ChatGPT, right? And they’re going to Perplexity and Claude and Gemini…
“Making sure you’re discoverable in LLMs is like top-of-funnel first thing that I would do before diving into all the other tools.”
Serhant’s team is already closing deals from these tools. And as he pointed out, almost no one else is doing it yet.
That creates a big opportunity for those who do.
2. Flip the Script on Your Daily Schedule
Most agents spend the majority of their day on tasks AI could easily handle, including emails, scheduling, and follow-ups. Serhant built S.MPLE to fix that for his own business, and he’s crystal clear on the goal.
“I’m a salesperson, and the last thing I want to do is administrative work. I want to spend 80% of my day selling and doing what only I can do, and 20% on monitoring admin tasks…
“Most agents, if you really do that time audit, you’re spending 80% of your day doing work that systems, process, other people or artificial intelligence can do and then 20% of your day showing…calling…making things happen.”
AI isn’t here to replace you. It’s here to replace your busy work so you can focus on relationships, deals, and revenue-building activities.
Serhant shared something he heard from a recent buyer attached to a major tech company:
“AI will replace a lot, but it will not replace the skill set of selling because you can’t replace trust. You can’t replace confidence. You can’t replace nuance. You can’t replace grabbing a bottle of red wine and meeting them while they’re crying at 9:00 p.m. because the fourth bid didn’t go through, and they’re going to stick with you. Right?
“So all of that is to say that you need humans and you need human authenticity. Which is why we push on brand so much. Your ability to be authentically you.”
3. Use AI as Your Research Assistant
If you’re not using AI to prepare for meetings, you’re missing an easy win. Serhant recommends Crystal Knows, an AI tool that helps you understand a client’s communication style before you ever speak to them.
“I would use Crystal Knows to comb through anyone you’re going to meet, everyone you’re going to talk to, to tell you exactly how to win with that client or how to win with that recruit.”
Whether you’re meeting a buyer, seller, or potential team member, knowing how to talk to them can mean the difference between landing the deal or losing it.
4. Build a Brand Around Your “And”
Your brand isn’t just real estate. It’s real estate and something else, something specific and memorable.
“Your brand is real estate and what? Real estate and kayaks. Real estate and content. For me, it was real estate and media.”
Serhant says every agent should define their “and” to attract the right audience. It makes your content more relatable and helps clients feel like they know you before they ever reach out.
5. Storytelling > Sales Pitches
People don’t want a robot who knows the comps. They want a human being who gets it. That’s why Serhant teaches agents to use content to tell stories about who they are, what they value, and why they do what they do.
“No one’s coming to you to buy a house. They’re coming to buy a house from you.”
Your bracelets, your background, your weird obsession with breakfast tacos… it all matters. Share it.
This is why, when The Broke Agent asked Serhant whether he tells his agents to storytell with their content, the answer came without a second beat: “Always.”
6. Learn the Market Better Than the Top Producers
If you’re not doing $100M+ in volume, Serhant sees that as a competitive advantage. Why? Because you have time to study the market, memorize inventory, and sharpen your expertise.
“The top producers are too busy to really know the market. If you’re not there yet, you have an edge. Use it.”
Combine that market knowledge with a strong personal brand and you’ll win more trust, and more deals.
Bonus Tip: A new edition of Serhant’s first book, Sell It Like Serhant, is coming out in December with a new chapter and prologue on how to sell with AI.
Final Takeaway
AI won’t replace real estate agents. But the ones who don’t adapt will get left behind. Serhant’s advice isn’t about chasing trends; it’s about building a brand that lasts, with help from tools that save you time and sharpen your edge.
Want to see the full conversation?
Watch the full BAM BBQ replay in BAMx for even more insights from our special guest CEOs Ryan Serhant, Leo Pareja, and Scott Harris.
Not a member yet? Sign up today for a free 7-day trial.
This Simple Instagram Post Generated 97 Comments (and a Month of Content Ideas)