---
name: Serhant Training
description: "Ryan Serhant's complete sales training methodology adapted for UK estate agency — team onboarding, daily structure, buyer/vendor handling, CODO Method, agency systems, digital presence, and persuasion frameworks."
---

# Serhant Training — UK Estate Agency Edition

This skill encodes Ryan Serhant's complete training methodology, adapted for the UK property market. Use it to train agents, handle objections, structure daily operations, and close deals. This is daily coaching territory — operational skills, tactics, and frameworks that members practice and refine through repetition.

> **UK Terminology:** Throughout this skill, US terms are replaced: vendor (not seller), instruction (not listing), market appraisal (not listing appointment), estate agent (not realtor/broker), £ (not $), solicitor (not attorney), EPC/searches (not board package), Rightmove/Zoopla (not MLS/Streeteasy).

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## 1. THE SERHANT TEAM WAY — Core Values

**We Take Initiative.** We do what we say we're going to do. We're accountable, we own it, we do our job. We follow up, follow through, and follow back with urgency. Performance can be learned; behaviour is a choice. No work is beneath us.

**We Are Relentless.** Relentlessly positive. Relentlessly ready. Relentlessly quick. Everything, every interaction, every person matters. Work is our passion, not an ethic.

**We Have Empathy, Not Egos.** We are loyal and kind. Patient with people, impatient for results. Selling is giving, not taking. We listen to respond, not just to reply.

**We Respect** the process, the client, the brand, the team.

### The Pact
- **Take Responsibility:** Adhere to instruction protocol, save everything properly, send updates weekly, attend all meetings, do what you say you'll do
- **Be Respectful:** Reply to all messages same day, treat clients like family, be brutally honest, accept constructive criticism, never lie or steal
- **Keep Improving:** Take initiative to learn, try before asking for help, maintain a can-do attitude

---

## 2. FINDER, KEEPER, DOER (FKD)

The FKD framework structures every agent's daily work into three distinct roles:

### FINDER — Procure Clients
- Prospecting and going after new business
- Taking market appraisals/pitches
- Using your sphere of influence
- Thinking about business as a whole movement
- **UK: Door-knock, leaflet drops, community events, local business networking**

### KEEPER — Strategise for Clients
- Clear understanding of the business's financial profile
- Economic forecasting: planning budgets, taxes
- Setting realistic goals and knowing how to reach them
- **UK: Monitor Rightmove performance, Land Registry data, local market trends**

### DOER — Do the Work
- Taking appointments and conducting viewings
- Running open houses (UK: open days)
- Handling memorandums of sale and contracts
- **UK: Progress chasing with solicitors, managing chains, coordinating surveys**

**Daily structure should include dedicated time for each role.** Block your calendar: Finder hours (prospecting), Keeper hours (strategy/planning), Doer hours (execution).

---

## 3. THE THREE F's — Follow Up, Follow Through, Follow Back

### FOLLOW UP
- Never expect people to get in touch with you
- Follow up until you get a YES or you see their obituary
- Follow up with active clients every single day
- Follow up with long-term clients regularly
- **UK: After every viewing, after every Rightmove enquiry, after every open day**

### FOLLOW THROUGH
- Do what you say you're going to do
- If you say you'll touch base with someone, DO IT
- Follow through is what makes the ball go where you want it

### FOLLOW BACK
- Touch base with past clients — the relationship doesn't end at completion
- How do they like their new neighbourhood? How is their family adjusting?
- Touch base with clients you lost — opportunity to get the ball back in play
- **UK: Send anniversary cards on completion date, check in quarterly, request Google reviews**

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## 4. CONNECTION-FIRST APPROACH

### Meet 5 New People Every Day
This is the most important habit. Your network IS your business. Everyone you know or have met knows someone looking to buy or sell.

- Become friends with every porter/concierge
- Say hi to the person behind you while waiting for coffee
- Introduce yourself to people at your gym
- Tell them what you do — don't be afraid to ask for business
- **UK: Local pubs, school gates, sports clubs, community groups, farmers markets**

### Maintain Relationships
- Just sold a home to your buyer? Don't stop there
- Still check in, meet for coffee, invite them to events
- Everyone can introduce you to someone who can introduce you to someone else
- Your network is your money

### The "Yes, And" Improv Technique
Borrowed from improv comedy — never shut down a conversation. Build on what people say:
- Client: "I'm not sure about the garden size" → "Yes, and that's actually why many families love this area — the park is literally 30 seconds away"
- Never say "no, but" — always "yes, and"
- This keeps conversations flowing and builds rapport naturally

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## 5. WORKING WITH BUYERS

### Phase One — Selling is Asking
- Find buyers where you find friends
- You don't work with shoppers, you work with buyers
- Determine if the buyer is real by asking questions
- Never meet a buyer for the first time at an instruction
- Set expectations by listing the steps to purchase
- **UK: Ask about mortgage agreement in principle, chain position, solicitor instructed**

### Phase Two — Selling is Guiding
- Buying a home is a process of ELIMINATION, not selection
- Ask the buyer for feedback constantly
- Start the conversation, get in the game
- Make offers — encourage action
- Make the buyer fall in love with the PROPERTY, not the discount
- Close and create an advocate

### Qualifying Buyers — The MAN Principle
- **Motivation:** Why are they moving? What's their timeline?
- **Ability:** Can they actually afford it? AIP? Cash? Chain position?
- **Need:** Do they genuinely need to move or just browsing?

**Key qualifying questions:**
- "Where do you currently live? Do you own or rent?"
- "When are you looking to move by? Is there a reason for that date?"
- "How long have you been looking? Have you seen anything you liked?"
- "Have you got a mortgage agreement in principle?"
- "Do you have a property to sell? Is it on the market? With which agent?"

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## 6. WORKING WITH VENDORS

### Phase One — Selling is Teaching
- Make your impression BEFORE you meet a vendor
- Working with vendors is the optimal way to leverage yourself
- Ask the right questions to see if they're serious
- Present the steps to getting a home sold
- Present expectations to communicate your value
- **UK: Send pre-appraisal pack (testimonials, video examples, marketing samples)**

### Phase Two — Selling is Moving
- Selling a home is like going to war — no time to waste
- Not selling? Give clear, concise, constant feedback
- Found a buyer? Use comparables to support the DEAL
- Don't over-own the problem — stay on the solution side
- Create an environment where your client can make a decision

### Pricing Philosophy
- **It's just a guide price.** It doesn't mean anything other than generating TRAFFIC
- More traffic = more viewings = more offers = true market value established
- Price within the correct Rightmove/Zoopla search brackets
- **UK example:** A property worth ~£525k should be marketed at "Offers over £500,000" to capture the £500k-£550k bracket
- If priced too high, you never get the traffic to even get an offer

### Price Adjustments (Never say "reduction")
- It's an ADJUSTMENT, not a reduction
- "The market is telling us we're positioned on the high side. If we adjust the guide price, we take a major step toward getting your home sold."
- Use comparable evidence to support
- Must hit a new search bracket or the adjustment has no effect
- **UK: Reference Land Registry sold prices, Rightmove price history**

---

## 7. THE CODO METHOD — Closing & Negotiation

CODO = **C**losing on **D**ay **O**ne. Don't wait for the closing to close. Close from the first interaction.

### The Five-Step Path to CODO

**Step 1: Know the Star Players**
Map out every person involved: buyer, vendor, their families, solicitors, mortgage brokers, the other agent. For each, document: Who are they? What do they want?

**Step 2: Know the Opposing Team**
Research the other agent. Check their experience, current instructions, recent completions. Research the buyer/vendor. LinkedIn, social media, anything that reveals interests and motivations.

**Step 3: Create (the Right Kind of) Urgency**
- **Push:** Prepare your client for the process, connect them to the right people
- **Pull:** Pull the deal away to remind people why they're invested
- **Persist:** Keep repeating the same story with consistent language
- **ABC Method:** Answer the concern → Bridge to your perspective ("how about...") → Communicate your solution

**Step 4: Study the Market**
Know your comparables cold. Every recently sold, every current instruction, every under offer. You can't negotiate what you don't understand.

**Step 5: Work the Setting**
Control the environment. Phone vs face-to-face vs video call. Timing matters. Setting matters.

### CODO Negotiation Techniques

**The HALL Method:**
- **H**ave Empathy
- **A**lways Counter
- **L**ook for the Sweet Spot
- **L**isten

**The Funnel Technique:**
Start broad, narrow down:
- TOP: "What are you looking for?" / "Where would you like to be?"
- MIDDLE: "How often do you host?" / "Do you prefer modern or period?"
- BOTTOM: "Would you consider a project?" / "When do you see yourself moving?"

**The Pull:** When negotiations stall, pull the deal away. "Thank you for working with us. Unfortunately, it's just not going to work out this time. Good luck!" — Risky but effective when you have nothing to lose.

**The Facts:** Purely analytical. Pull the comparables. Do the work. "These are the facts. Here are the comps. This is our justification."

**Let Silence Do the Talking:** Present your point with complete confidence, then shut up. The person who speaks first loses.

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## 8. CALM, CONTROL, CONVICTION — Negotiation Mindset

### Five Negotiation Principles

**1. Understand Your Opponent**
- Watch body language, listen to tone, gauge confidence
- Feed into their ego if needed — let them feel they're winning
- If they're new, become their friend: "We're in this together"

**2. Acknowledge Their Points**
- Repeat their points back to them — show you're listening
- "I understand you feel this way because of XYZ, so how would we get to ABC?"
- Mirror their communication style to build comfort

**3. Never Push for a "Yes"**
- Get to "no" by asking yes questions phrased differently
- "Would it be terrible if your buyer came up another £10k?"
- "Do you really think the home is worth £100k more than the direct comp that just sold?"

**4. Let Silence Do the Talking**
- Present your point, then wait
- Let the other side come up with solutions — they'll accept their own proposals

**5. Keep It Positive**
- Lose control of your emotions = deal is dead
- "Everything is always OK. We will always figure it out."
- "We are in this together. I am on your side."

### Negotiation Tools
- **Decoy:** Ask for something you don't need first. When they reject it, concede — then win what you actually want
- **Gradual Persuasion:** Be a tugboat pushing an oil tanker. Gradually, not ramming
- **Splitting the Difference:** Both win, both lose — but don't try too early
- **Precise Numbers:** Don't counter at £300,000. Counter at £298,450. Gives credibility

---

## 9. MAP — Selective Communication

**MAP = Mindful, Appropriate, Purposeful**

Not every message needs sending. Not every thought needs voicing. Before communicating:
- Is this **Mindful** of the recipient's situation?
- Is it **Appropriate** for this stage of the process?
- Does it serve a **Purpose** toward closing the deal?

### Win Words (UK Adapted)
Use these words deliberately in vendor and buyer conversations:

- **"Reasonable"** — "That's a reasonable request" (nobody wants to be unreasonable)
- **"Fair"** — "Let's find a fair outcome for everyone"
- **"Fair Market Value"** — "Let's establish the fair market value"
- **"Standard"** — "This is standard procedure" (reduces anxiety)
- **"Double check"** — "Let me double check on that" (builds trust, never guess)
- **"Normal"** — "What you're feeling is completely normal"
- **"Comfortable"** — "Are you comfortable to proceed?"
- **"Fee" not "commission"** — "This is the fee our agency earns after serving you"
- **"We/Us"** — "We are making this offer" / "We should adjust the guide price"

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## 10. DAILY STRUCTURE & GOAL SETTING

### The 10 Tips
1. **Set Goals** — Daily, weekly, yearly. Income goal → back into monthly sales needed
2. **Work for Free** — Shadow others, help at open days, learn constantly
3. **Get Out of Your Comfort Zone** — Explore new areas, attend unfamiliar events
4. **Establish a Daily Routine** — Morning starts the night before. Wake up knowing your day
5. **Become an Expert** — Own your patch. Be THE agent for your area
6. **Build Relationships** — Network = money. Maintain past client relationships
7. **Don't Get Lost in the Crowd** — Make yourself known. Postcards, newsletters, social media
8. **Understand & Adapt to Behaviours** — If your script gets negative reactions, change it
9. **Be Empathetic** — Listen first, then respond (not just reply)
10. **Highlight Your Success** — Post about wins. Success begets success

### Time Management Methods
- **Time Blocking:** Schedule every hour. Ryan's preferred method
- **Eat the Frog:** Do the hardest task first
- **Eisenhower Matrix:** Urgent/Important grid for prioritisation
- **Minutes Equal Money:** Audit your time for 3 days in 15-min increments

### The Four W's (Mindset Foundation)
- **WHY:** Why do you do what you do?
- **WORK:** What can you do NOW to grow?
- **WALL:** What negative experience are you running FROM?
- **WIN:** What's your end game?

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## 11. AGENCY SETUP & SYSTEMS

### CRM Essentials
- The best CRM is the one you'll actually USE
- Tag contacts: Buyer/Vendor, Hot/Warm/Cold, Area, Proceedable/Not
- Automate follow-ups, viewing reminders, anniversary emails
- New contact workflow: Record → Tag → Follow-up sequence

### Commission Budget (UK Adapted)
- 40% → Tax (HMRC self-assessment)
- 20% → Business reinvestment (10% marketing, 10% operational)
- 40% → Take-home

### Instruction Playbook (UK Adapted)
**Phase 1 — Pre-Instruction:** Prepare pitch materials, comparable evidence, marketing examples
**Phase 2 — Instruction Preparation:** Sign terms of business, schedule photography/video/drone/floorplan, prepare EPC, write property description
**Phase 3 — Launch:** List on Rightmove/Zoopla/OnTheMarket, email local agents, schedule open day, share on social media, launch video content
**Phase 4 — Completion:** Completion gift, "Just Sold" social post, request testimonial, update records

### Team Building
- First hire: Virtual assistant for Doer tasks
- Interview using the Four D's: Dedication, Drive, Desire, Direction
- Best interview question: "What has been the best day of your life so far?"
- Build a Company Bible: Everything about how your agency operates

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## 12. WEBSITE & DIGITAL PRESENCE

### Your Website is Your Brand
- 78% of buyers/vendors begin their search online
- Your website = centrepiece of credibility and lead generation
- Define your "AND" (Real Estate AND ___) — your personal differentiator
- Three brand adjectives that describe your unique value

### Essential Pages
- **Homepage:** SEO title (e.g. "Monmouthshire Property Expert"), hero image, IDX search, testimonials, accolades
- **Instructions/Sold:** Showcase best properties with stories
- **About Me:** Compelling biography — WHO, WHAT, WHERE, WHEN, HOW, WHY. Not a LinkedIn CV
- **Individual Property Sites:** For premium instructions only

### Lead Magnets
- **Buyers:** Area guides, first-time buyer e-books, property alerts by postcode
- **Vendors:** Free home valuations, "prepare your home for sale" guides, recent sales in your postcode
- Collect: Name, email, optional qualifying questions

### Metrics to Monitor
- **Leading:** Ad click-through rate, conversion rate, ad spend, SEO articles published, monthly sessions
- **Lagging:** Visitors → Leads → Qualified → Appointments → Clients → Under Offer → Completions → Fees earned

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## 13. PHIL M. JONES "MAGIC WORDS" INTEGRATION

These phrases from *Exactly What to Say* complement Serhant's methodology:

- **"I'm not sure if it's for you, but..."** — Lowers resistance instantly
- **"Just imagine..."** — Activates visual/emotional thinking: "Just imagine having this sold before summer"
- **"How open-minded would you be..."** — Invites curiosity without pressure
- **"What do you know about..."** — Uncovers knowledge level before advising
- **"If you were to..."** — Moves conversation forward hypothetically
- **"Would it be a bad idea if..."** — Invites a safe "no": "Would it be a bad idea if we explored what price attracts the best buyers?"
- **"Before you decide..."** — Creates curiosity: "Before you decide, there's something you should know about how the market is behaving"
- **"If... then..."** — Conditional close: "If we could achieve that price, would you be comfortable proceeding?"
- **"When would be a good time?"** — Assumes action will happen

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## 14. KEY SCENARIOS & SCRIPTS (UK Adapted)

### Frustrated Vendor
"I completely understand that you might be feeling frustrated — that's completely normal for someone in your position. You were hoping to have moved by now. Just so you know, I'm doing everything in my power to get your home sold. The current market is adjusting, and we may need to adjust with it."

### Getting Buyers Off the Fence
"I've never had a buyer who, at the completion table, said 'Wow, I got exactly what I wanted under budget!' It's never a 'bad' time to buy — as long as you're comfortable with the purchase and don't overstretch yourself."

### Encouraging Offers
"An offer is just a conversation starter. Nothing is final until contracts are exchanged. What do you think the property is worth? What figure would you pay? Great — why don't we just see how the vendor responds?"

### Price Adjustment Conversation
"The market is telling us we're positioned on the high side. If we adjust the guide price to £X, we'll enter a new search bracket on Rightmove, which could significantly increase our exposure and viewing numbers. What do you think?"

### Pitch Points — Why Choose Us?
- Cinematic video marketing with maximum exposure
- Social media reach and storytelling approach
- One agent from start to finish — personal service
- "We will never miss an enquiry, call, or viewing. We have one common goal: to achieve the best price possible, and we will work relentlessly to get it done."

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## Quick Reference: UK vs US Terminology

| Serhant (US) | UK Equivalent |
|---|---|
| Seller | Vendor |
| Listing | Instruction |
| Listing appointment | Market appraisal |
| Realtor/Broker | Estate agent |
| MLS | Rightmove/Zoopla/OnTheMarket |
| Attorney | Solicitor |
| Board package | Searches/surveys/mortgage offer |
| Closing | Completion/exchange |
| Commission | Fee |
| Contract signing | Exchange of contracts |
| $ | £ |
| Co-op/Condo | Leasehold/Freehold |
| Streeteasy | Rightmove |
