This case study explains how SERHANT. used strategically placed billboards to reach residents and tourists returning to New York City. The campaign selected major travel corridors connecting nearby airports to the city and used Ryan Serhant’s recognizable image alongside a welcoming message asking travelers whether they wanted to live in New York. Inspired by the direct and personal style of social media, the creative offered a warm contrast to the city’s fast-paced reputation. Serhant described the effort as one of the company’s favorite and most successful campaigns. According to the brokerage, the billboards directly contributed to nearly $200 million in real estate sales, demonstrating how memorable outdoor creative can build visibility while supporting high-value commercial outcomes.

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