According to HousingWire, Ryan Serhant, the founder and CEO of SERHANT., has teamed up with HeyGen, a company specializing in AI avatar technology, to create a social media channel called @HeySerhant. This channel will publish daily content over the next year featuring an AI avatar that looks and sounds like Serhant himself. The goal is to help real estate professionals maintain a strong online presence without having to spend countless hours in front of a camera, which can pull them away from client work and growing their business.
Serhant is clear that this technology isn't meant to replace him or remove his personal touch from his brand. He and his team will still oversee all the topics and messaging that the AI avatar covers. According to his comments to HousingWire, anything timely or market-related requires his direct approval before it goes live. The content focuses on subjects he already discusses regularly like real estate, branding, leadership, and sales. What the AI does is allow him to produce more content consistently without needing to record and edit every single video himself.
The real estate leader sees this as an opportunity for other agents who have valuable knowledge to share but simply lack the time and production resources to film regularly. He told HousingWire that every hour spent filming is an hour not spent with clients or at showings. By using AI avatars that actually look and sound like the agent themselves, rather than some generic avatar, the technology preserves the credibility and personal connection that clients rely on when choosing a real estate professional.
Rather than measuring success by views and follower counts alone, Serhant plans to track whether the content actually drives meaningful business results. According to HousingWire, he wants to know if people find the advice useful, whether they engage with it differently knowing it's AI generated, and most importantly, whether the visibility leads to actual leads, client conversations, and new opportunities for his business and other agents. He's committed to running this experiment for the full year to gather real data on how AI-generated content performs in a trust-based industry.
What I am seeing locally in the Bay Area is that agents are constantly juggling too many demands. They want to stay visible on social media and build their brand, but they're also trying to actually close deals and serve clients. A tool like this could genuinely level the playing field for agents who don't have big teams or production budgets behind them. The question for our market will be whether clients and prospects trust and engage with AI-generated content the same way they do with the real thing. If Serhant's experiment shows that authenticity and consistency can coexist with AI, it might change how East Bay and Fremont agents approach their marketing and visibility.
