Real estate entrepreneur Ryan Serhant has partnered with HeyGen to launch @HeySerhant, a social media channel featuring his AI-generated avatar. The channel will publish daily content for 12 months using Serhant's likeness and voice. The AI avatar will share Serhant's real estate insights, market perspectives, and leadership advice. Serhant will shape and approve topics and messaging, whilst HeyGen generates the daily videos without requiring him to appear on camera. "Content creates community, and community creates commerce," said Serhant, founder and CEO of SERHANT. "Partnering with HeyGen lets me scale my presence and put the strength of our brand behind more agents, more listings and more client conversations." All posts will be clearly labelled as AI-generated content. The channel is available on Instagram and TikTok.

SERHANT. pushes deeper into national expansion with Chicago entry. SERHANT.'s also recently expanded into Massachusetts, Texas, California and Colorado Article Summary. SERHANT. entered the Chicago market with SERHANT. Illinois, launching with 40+ agents and $600 million in trailing sales. Led by managing director Dina Lissner, the firm now operates in 20 markets with nearly 2,500 agents. Founding agents include top producers from @properties and Jameson Sotheby's. SERHANT. cites its S.MPLE technology platform as a key draw. AI Summary SERHANT. has entered the Chicago-area real estate market, launching SERHANT. Illinois with more than 40 agents and more than $600 million in trailing 12-month sales volume, the company said. The brokerage's Tuesday launch includes agents joining from several established Chicago-area firms, with more agents expected to join in the coming weeks and months. Ryan Serhant, founder and CEO of SERHANT., said the firm's technology was a major part of its appeal to Chicago agents. "Real estate in Chicago has run the same way for a long time," he said. "Agents here are ready for something built for how buyers and sellers actually live today, and through S.MPLE, we're giving them the AI, technology and reach to lead that change." SERHANT. was founded in 2020 and expanded beyond New York in 2023. The company now operates in 20 markets with nearly 2,500 agents, according to the firm. The firm's S.MPLE platform provides agents with tools for lead generation, marketing and transaction management. The company recently introduced S.MPLE 2.0. Expansion into Chicago follows SERHANT.'s 2026 entries into Massachusetts, Texas, California and Colorado. Dina Lissner will lead the Illinois operation as managing director. She spent five years as designated managing broker of Baird & Warner's Highland Park office and was named 2024 Managing Broker of the Year by the North Shore-Barrington Association of Realtors. Before entering brokerage leadership, she spent four years as an agent. "Everything I've done in my career, from the classroom to wellness to running a brokerage, has come back to helping people grow, and that's what I'm most excited to do here," said Lissner. "Chicago and the North Shore have some of the most talented agents in the country, and SERHANT. gives them something no one else can: the technology, the media, and a brand that puts them in front of the world." Among the founding agents are two RealTrends Verified agents. Melissa Siegal, who joins from @properties Christie's International Real Estate after nearly two decades in the business, and Jennifer Mills-Klatt, who joins with the Home Discovery Team from Jameson Sotheby's International Realty. Siegal has more than $650 million in career sales, while Mills-Klatt's team has more than $1 billion in career sales, according to SERHANT. RealTrends Verified agents Bobby Grilli and Brendan Murphy, co-leads of the Grilli Murphy Group, also joined as founding agents from Jameson Sotheby's International Realty. Murphy has 13 years of experience and more than $250 million in career sales. Grilli has eight years of experience and $130 million in career sales. Additional agents joining at launch include Keki Cannon, Luke Sandler, Erica Williams, Brittany Bussell, Justin Greenberg, Taylor Nirchi, Meredith Beebe, Kelsey Mayher, Gia Devenyi, Ben Lissner, Sammy Lubeck, Kara Gabbert, Daniel Straus, Andrew Castillon, John Grafft, Steve Kehoe, Patrick Dodd and Anam Hargey.

SERHANT. unveils S.MPLE 2.0, an AI that tells agents what to do next. Ryan Serhant announced S.MPLE 2.0 on stage at Blueprint Wednesday Today, September 23, 2026 Ryan Serhant, CEO and founder of SERHANT., built an AI platform two years ago that would complete a task the moment an agent asked. Starting next month, the platform starts assigning the tasks itself. An agent's calendar, email and CRM are already full of the things that matter - the lead gone quiet, the pre-approval that just came through, the listing that needs a push before it sits another week. The newest version of SERHANT.'s AI platform, unveiled by the founder and CEO during a session at Blueprint, the real estate and construction technology conference owned by Inman, reads everything for an agent and decides what needs attention before the agent needs to worry about it. The announcement marked Serhant's first appearance at Blueprint. "I made sure this year we were going to be there," Serhant told Inman, adding that he was excited to be on stage with Jeffrey Berman of Camber Creek, an investor in SERHANT., for the announcement. Meet Dot. SERHANT. calls the new assistant Dot, an AI chief of staff built to act before the agent has to ask. It reads across the agent's business and starts the work. Serhant told Inman ahead of the announcement that the first version of S.MPLE asked agents to direct the AI. The second asks the AI to direct the agent. "S.MPLE 1.0 asks, could we use AI to empower back office, where humans lead the AI?" Serhant said. "With S.MPLE 2.0, we asked: Can the AI lead the human? You get into a car with great technology; you're still driving the car. You get into a Tesla today, and the car drives you." "In S.MPLE 1.0, you tell our AI what you want, and it'll complete the task, and the product has been highly effective," Greg Chan, chief technology officer of SERHANT., said in a statement. "In S.MPLE 2.0, our AI proactively figures out what you need and gets the job done for you. It can take one objective, break it into 20 steps, coordinate five specialized AI agents and return a completed result. The agent directs the outcome without having to operate every tool or supervise every step." Serhant described the same shift in terms of what agents walk away with. "Chatbots give you answers, but S.MPLE 2.0 gives you outcomes," Serhant said in a statement. "The last generation of real estate technology gave agents more software to operate. We built S.MPLE so agents can give it a goal and not have to think twice." Why now. The shift became possible only recently, according to Chan. A year ago, he told Inman, AI systems could handle a handful of instructions before needing to be redirected. That has changed. "A year ago, AI could work on maybe three instructions before you had to guide it again," Chan said. "Now the technology is good enough that it can go do tasks and work for hours on end, whether it's 20 steps or 40 steps across different systems." How it works. Behind Dot, more than 70 specialized AI agents and tools handle the work itself, according to the company, executing tasks including comparative market analyses, listing presentations, marketing campaigns, transaction coordination and client follow-up from a single instruction. Chan told Inman the system routes inference through an AI gateway to multiple frontier models with automatic failover, and pulls from a unified data layer that includes proprietary transaction records, financial information and CRM data alongside external industry data. Serhant offered a specific example of how an agent might use it in the field. "You'll be able to stand with S.MPLE on a cul-de-sac and say, I have a client that really wants to buy a house here. What should I do?" Serhant told Inman. "S.MPLE can pull the property data, pull the closed data, use reasoning to determine which owners are good prospective sellers, then pull the contact information. Because S.MPLE is yours, it knows your annual goals and your current sales. It'll say three of these homes could be good targets for your buyer - and if you sell two of them, you'll reach your annual goals four and a half months early." The personalization behind that kind of answer came directly from agent feedback, Chan said. "One of the biggest pieces of feedback we got from agents was wanting the AI to actually know them - their emails, their CRM, their schedule, their pipeline," Chan told Inman. "It'll know if you have a hot lead you haven't followed up on in weeks and help draft a response." Compliance runs inside that process rather than as a separate check afterward, the company said, with output screened against regulatory standards that include the Fair Housing Act, the Real Estate Settlement Procedures Act and the Sherman Act. Adoption numbers. Since launching in 2024, S.MPLE has completed more than 54,000 requests for over 2,000 active agents and maintained an 86 net promoter score, according to the company. SERHANT. said the platform has returned nearly 28,000 hours to agents that would otherwise have gone to administrative work. Agents who joined SERHANT. and adopted S.MPLE over the past 24 months increased gross commission income by an average of 144 percent year over year compared with their prior firm, the company said, with some agents reporting growth above 500 percent. Timeline. SERHANT. began building the first version of S.MPLE in 2023 and announced it in January 2024 at Inman Connect New York, with agent rollout starting late that year. Chan told Inman that development of the second version has taken about a year. S.MPLE 2.0 begins rolling out to SERHANT. agents on Oct. 5, with availability expanding across the company's markets through the fourth quarter. Agents get their first look at the product Friday at Sell It '26 in Denver, SERHANT.'s annual conference. "I've not seen true disruption in this industry until Greg and his team showed me what S.MPLE could do," Serhant told Inman. "I had to go for a walk and come back and say, that is a real thing."