What’s Serhant’s SoCal fit in a consolidating market?

Market positioning is business 101. With this past week’s news that Ryan Serhant’s brokerage muscled its way into California, where does the business fit within California’s residential landscape? Serhant said he’s identified no direct competitor among L.A.’s brokerage community. Maybe that’s a flex, considering no company — especially one that’s branded around being a property tech firm — wants to compare itself to another when it’s new and trying to gain market share. In fact, Serhant said as much when he offered that it’s not about “acting and looking like everybody else.” Instead, he flipped it to the individual agent […]This article originally appeared on The Real Deal. Click here to read the full story.