I got on the plane to Denver expecting a good conference. I came home with a full notebook, a lot of new friends, and the clearest Q4 plan I've had in years.
Sell It '26 was built around one idea, Move Forward, and I felt that from the first session to the last night. Here's what my two days looked like, what stuck with me, and why I think it matters for the people I work with here in San Francisco and the Bay Area.
With Ryan Serhant, founder and CEO of Serhant
Why Denver, and why now
This year's Sell It took over the Seawell Ballroom at the Denver Center for the Performing Arts on September 24 and 25. It's the flagship event for Sell It, the sales education platform Ryan Serhant founded, and it pulls agents in from every SERHANT. market.
What made Denver feel special was that we weren't just visiting. The conference doubled as the launch of SERHANT. Colorado, which opened with 11 founding agents and more than $1 billion in sales over the past 12 months behind them. It's the firm's biggest market entry yet, right on the heels of Texas and California.
As a SERHANT. agent building my business in the Bay Area, it was exciting to see a brand new market come to life in person. It reminded me how fast this company moves, and how much I love being part of it.
AI took center stage
If there was one theme I heard over and over, it was AI. The program was built around technology and the future of our business, and the conversation kept coming back to S.MPLE 2.0, which had its own dedicated session.
The new version introduces Dot, an AI chief of staff that works across my calendar, email, CRM and business data to spot what needs doing and actually start on it. It begins rolling out to SERHANT. agents on October 5, and I'm counting down.
Honestly, this is the part I'm most excited about. Every hour I don't spend on admin is an hour I get to spend with my clients, and that's where I want to be.
S.MPLE: The Instacart-Style Agent Workflow Revolution
Keynotes on reinvention
Hearing Ryan on the main stage, talking about where our business is headed, never gets old. Then Tony Hawk took the stage to talk about resilience, reinvention and building a brand that lasts, and I was taking notes the whole time.
It was the perfect pairing. Both of them built their careers by adapting before they had to, and that message hit home for me. The market keeps changing, and the agents who keep growing are the ones who change with it.
The line I keep coming back to: consistency beats talent when talent isn't consistent.
Content is the new open house
Content is a huge part of how I run my business, so the SERHANT. Studios session was a must for me. Danny Rosenberg and Rafael Angarita walked through the hooks, filming techniques and content strategies the studio uses to stop the scroll, showcase listings and turn attention into real business.
I left with a list of ideas I'm already putting into my own Instagram and listing videos. Buyers decide how they feel about a home long before they walk through the door, and I want every one of my listings to make that first impression count.
SERHANT. Studios is an award-winning, in-house film and media production hub part of the SERHANT
Where the connections happened
Some of my favorite moments happened between sessions. Thursday evening brought everyone together for Market Madness at the Seawell Ballroom, and Friday was a full day of learning.
Then came the closing night, a private takeover of Meow Wolf Denver's Convergence Station, which doubled as the official SERHANT. Colorado launch party. Celebrating with agents from across the country in one of the most surreal spaces I've ever been in is not something I will forget.
I truly believe your network is your net worth. The people I met in Denver are the ones I'll be trading ideas, referrals, and co-listings with for years.
What this means for Bay Area buyers and sellers
The best part of a trip like this is bringing it home. Here's what Sell It '26 means for my clients in San Francisco and the Bay Area:
Faster, sharper service. AI tools handle the admin so I can focus on strategy, negotiation and you.
Better marketing. Studio-level content puts your listing in front of the right buyers before they ever book a showing.
A bigger network. A national roster of SERHANT. agents means more reach for sellers and more options for buyers relocating in or out.
Thinking about buying or selling this year? Send me a DM on Instagram at @courtneycohanserhant or reach me at [email protected]. Let's talk strategy.
