Last week, Dan O’neil held his devoted Instagram audience in suspense.
Rather than a typical video announcement, O’neil created an Instagram scavenger hunt, teasing out clues on his Stories to keep people guessing.
The response was overwhelming, with O’neil’s mysterious posts racking up thousands of views and direct messages from followers. “I haven’t posted anything except for my Stories, and I’ve already gained 3,000 new followers and over 574,000 impressions,” he told BAM.
“It all kind of happened so fast,” he continued, “and I just wanted to be my genuine, authentic self, have some fun, and try to make something different and unique. My way. I had all of these elaborate plans, and when the time came, I just wanted to simplify it and show the behind-the-scenes. I wanted everyone who has followed and supported me along this 5-year journey to come along and join me in this new chapter in a way that’s more engaging—not to mention more entertaining for my audience.”
So, what was the big news that had everyone guessing? After four transformative years as team leader of The O’neil Team, O’neil is joining SERHANT., the eponymous brokerage founded by real estate megastar Ryan Serhant.
“I’ve Made a Ton of Mistakes”
If you follow O’neil on social or watch him on BAM’s Walk Thru podcast, you already know he is refreshingly raw. So when asked why he decided to start a new brokerage chapter, he quickly replied: “In full transparency, in being 30 years old and 5 years into this business, I am so grateful for everyone I’ve worked with. And with that, in looking around the industry, I felt I needed to challenge myself.”
“I’ve learned so many lessons,” he continued. “I will continue to do so. Mistakes are only mistakes if you don’t learn from them.” he said.
O’neil’s journey has been a mix of highs and lows, with the start of this year bringing new challenges his way. But instead of rushing to change brokerages in search of a quick fix, O’neil took the time to get back to the fundamentals. By refocusing on the core of his business, he was able to position his team for sustainable growth and align with his long-term vision. Only once he felt grounded and confident did he begin exploring new opportunities.
“I started looking at the industry as a whole and thinking about who is doing what I aspire to do—not from a Netflix show,” O’neil said. “In fact, I have never seen a reality real estate TV show. In all sincerity, with all of the changes happening within our industry, Ryan’s expansion, and all of the different ventures he is able to run and be a part of—I wanted to not only surround myself with the best but, more importantly, learn from the best in class. From the tech to the socials to the staff.”
A Chance Encounter
O’neil’s move to SERHANT. began somewhat serendipitously. Three years ago, he attended a mastermind with Ryan Serhant. Feeling out of place, he tried to sneak out of the event unnoticed. “I waited upstairs for hours until I saw they had a break,” O’neil said.
When the moment finally came, O’neil made his move—but not without dropping his boots on the way out. To his surprise, it was Serhant himself who noticed and stopped him, asking where he was headed. “For the last three years, I thought this guy hated me for sneaking out of his mastermind early,” O’neil laughed.
It’s clear now that Serhant doesn’t harbor any resentment, but he certainly never forgot about that first meeting. And now, he’s opening the doors to his brokerage to welcome O’neil. As Serhant puts it:
“It’s a great day for us to be able to call Dan our newest partner and to welcome The Onset to SERHANT. I first met Dan at one of our earliest SellIt Mastermind events, and he made a lasting impression – it’s a full circle moment for him and his team to join SERHANT.”
Despite that awkward exit, an encounter at another SERHANT. event brought them back together. “They were doing an event in Northport,” O’neil said. “I went secretly to spy and see if my team was going to be recruited. None of them went, but I ended up meeting Ryan Coyne, SERHANT.’s CTO and co-founder.”
And the rest, as they say, is history.
“It’s incredible to see up close just how much Dan’s business goals align with our vision for radical hospitality. He shares many of the same traits of a mix between Ryan and Jonas Salk. With the right guidance and tools, the sky is the limit.”
Learning from the Best
Joining SERHANT. is more than just a change of brokerages for O’neil; it’s an opportunity to learn from the best in the industry.
“I want to learn first and foremost. Not just from Ryan, but from the entire team. They under-promised and over-delivered, which I thought was incredible. They’ve given me the opportunity to pitch ideas, be in a room where each person is smarter than the next, and be part of a startup mentality even though they’re an internationally recognized brand.”
O’neil is especially energized by SERHANT.’s focus on content creation, growth, sales innovation, and leadership development. “They’re content-driven, expanding fast, equipped with cutting-edge tech, and thinking in ways that are truly next-level. That sealed the deal for me,” he said.
The Onset Team
The decision to leave his former brokerage was not without challenges. Half of O’neil’s team is joining him at SERHANT., and the others are moving in a different direction. “Some took it personally, which I understand,” he said. O’neil is now focused on building a new team of “20 assassins,” rather than a larger group, with a fresh start and a new identity.
He’ll be in good company, too, working closely with Michael Sadis, SERHANT.’s first Long Island associate real estate broker with over $125,000,000 in sales.
“We are thrilled to welcome Dan O’neil to the Serhant family. His drive, vision, and commitment to excellence align perfectly with the energy and ambition of our company. We’re confident that Dan’s leadership and innovative approach will not only elevate our operations but also inspire those around him as we continue to grow together and grow The Onset Team.”
One significant change is O’neil’s decision to remove his name from the team. “My vision is to be able to have people join from anywhere, and no one’s going to want to work for the ‘Dan O’neil Team,'” he said. Instead, ‘The Onset Team’ reflects this fresh start: “This is a new beginning. I can be the new version of myself and start over with people who respect me.”
O’neil is excited for what’s next with The Onset Team, especially with the innovative technology and collaborative culture at SERHANT.
“They’re revolutionary. SERHANT.’s going to disrupt the industry. And getting to know Ryan, I think the biggest thing I admire about him isn’t just the social presence or time management. It’s his ability to hire and keep the best people — people that would go to war for him.”
For O’neil, this move is more than a brokerage change; it’s the onset of a new journey, one that promises growth, learning, and a chance to redefine what’s possible in real estate.
