Women Leaders Of Real Estate: Bernadette Brennan Of SERHANT On The 5 Things You Need To Succeed In The Real Estate Industry
…Make cold calls. I know an agent who closed a $15M off-market multifamily sale in Brooklyn. How’d she get the listing? A cold call. She had a list of building owners, did her research, and picked up the phone. The owner wasn’t even thinking of selling — but appreciated her market knowledge and transparency. Three months later, when a family dispute made them want out fast, guess who they called? That one cold call turned into the biggest deal of her year. Consistency beats charisma when it comes to prospecting…
As a part of my series about strong women leaders of the Real Estate industry, I had the pleasure of interviewing Bernadette Brennan. Bernadette brings over 20 years of experience in commercial and residential real estate, with a track record of securing $800 million in listings. Known for her expertise in complex transactions, sharp negotiating skills, and deep market knowledge, she handles a wide range of property types — from trophy buildings to development sites and investment sales.
Her legal insight adds further value, guiding clients through tenant relocations, estate sales, 1031 exchanges, and more. As a leader at SERHANT. Commercial, Bernadette mentors both commercial and residential agents. Before real estate, she built a successful career in the music industry, managing producers for major artists and earning multiple Platinum and Gold Records. That entrepreneurial spirit now fuels her client-first approach in real estate.
Thank you so much for doing this with us! Can you tell us the “backstory” about what brought you to the Real Estate industry?
I got my start in the real estate world somewhat unintentionally. I was originally in the music industry and, at the time, leased a large commercial space with the idea of building an entertainment business. To offset the cost, I started renting out individual cubicles and rooms to music producers, publicists, editors, basically anyone in the creative world who needed a space to work.
Without even realizing it, I had created something that resembled a WeWork before WeWork even existed, a kind of co-working hub specifically for creatives. The energy in that space was incredible, and word spread quickly. Before long, I became the go-to person for anyone looking to rent studios, offices, or creative spaces, especially in the entertainment world.
That hustle ended up attracting some major names that I eventually leased space to, like Warner Brothers, Sony, Beyoncé, Seal, Jessica Simpson, and others. It was a wild, exciting chapter, and that experience really opened the door for me into the world of real estate. I realized how powerful space could be, not just physically, but in terms of community, culture, and opportunity.
Can you share with our readers the most interesting or amusing story that occurred to you in your career so far? Can you share the lesson or take away you took out of that story?
I was working with a tenant who needed to relocate because her current home had been sold, and the developer was covering the cost of her new space. She had very specific requirements for location, which already made the search challenging. But as we narrowed down the options, it became clear that it wasn’t just logistics, it was the weight of the change that was holding her back.
After months of searching, we finally found a beautiful, upgraded home that checked almost every box. But when it came time to commit, she hesitated again. The reason? Storage. Specifically for her yarn collection. Yes, yarn was standing in the way of her moving into the perfect home.
To help her feel comfortable with the move, I personally measured the space and outfitted shelving to perfectly fit her entire yarn collection. Once she could see it all come together, she finally agreed. Sometimes it’s not just about closing a deal, it’s about meeting people where they are, solving the problem behind the problem, and being willing to go a little outside your job description to make it happen.
Are you working on any exciting new projects now? How do you think that will help people?
Yes, definitely! Right now, I’m working on a few exciting new development projects, particularly in the outer boroughs, which I’m really passionate about. We’re being very intentional about how we approach the retail component of these developments, and curating partnerships that add value to the communities.
We’re planning for things like cafés, libraries, daycares, and offerings that foster connection, provide access, and serve the neighborhood. It’s about bringing mindful, community-centered retail to these areas, and for me personally I am excited about expanding more outside of Manhattan.
Another building I’m working on that I am excited about is 281 Park South. It’s such an iconic address and has so much history and feels so New York. It’s one of those buildings that makes realize how far I have come in my career.
What do you think makes your company stand out? Can you share a story?
What really sets SERHANT. apart is the way we’ve been able to merge high-level real estate expertise with powerful media and global reach. We’re the most followed real estate brand in the world, which is largely due to our CEO Ryan SERHANT.’s celebrity status, but that kind of visibility gives our listings a unique edge. The way we approach marketing, especially with video content and storytelling, goes far beyond traditional real estate marketing and it really resonates.
Because of that reach, I get a lot of inbound interest from international markets, places like Dubai, the Middle East, and Asia. What’s been especially meaningful to me is how often people, particularly women, reach out to say they’ve been inspired by my journey and by what we’re building at SERHANT. They see women here doing big business, leading major deals, and creating real impact. It’s empowering, and it’s part of a bigger movement within the industry.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
Absolutely, I truly believe no one gets anywhere alone, and I’m incredibly grateful to have had a few key people in my life who have helped me get to where I am today. One person who stands out is Robin LoGuidice, a respected attorney and partner at Grimble & LoGuidice. She played a pivotal role in the early stages of my real estate career.
At the time, I was still finding my footing in the industry and didn’t have a long track record. Robin’s daughter was an aspiring singer, and I had a background in the entertainment world, so I offered to help mentor and support her musical pursuits. Robin agreed to represent me on one of my very first major real estate transactions. That one deal turned into so much more. She saw the passion I brought to the table and started referring me to clients who needed to sell their properties, many of them dealing with complex or sensitive situations.
That relationship ended up being a true turning point. Not only did it help kickstart my sales career, but over the years, working closely with attorneys like Robin has built my reputation as someone who can handle tough, nuanced deals with professionalism and discretion. Today, I’m proud to be a court-approved broker in New York, often called in to manage complicated transactions.
The Real Estate industry, like the Veterinarian, Nursing and Public Relations fields, is a women dominated industry. Yet despite this, less than 20 percent of senior positions in Real Estate companies are held by women. In your opinion or experience, what do you think is the cause of this imbalance?
The residential side of real estate is largely driven by women, yet when it comes to the commercial world, the visibility and representation of women drop off significantly. According to the CREW Network, women make up less than 40% of the commercial real estate industry, and fewer than 10% hold C-suite positions. So yes, the balance is very much off, and the gap at the top is real. That’s why I take so much pride in being a female leader at SERHANT. and in the commercial industry overall.
Part of the imbalance, I believe, stems from the unique challenges many women face when balancing career and motherhood, something I’ve experienced personally. When I had my daughter, I stepped away from the industry for four years. Reentering during a tough market was daunting. Rebuilding my footing and my confidence was really challenging, but what I realized is that motherhood really helps prepare you even more for leadership at work. It teaches you to multitask under pressure, to problem-solve in real time, to manage personalities with empathy, and to lead with both strength and flexibility.
What 3 things can be done by a)individuals b)companies and/or c) society to support greater gender balance going forward?
As an individual, hold yourself and others to the same standards, no matter the gender. Don’t be afraid to speak up for what you’ve earned or ask for what you deserve. When you use your voice, you make it easier for other women to do the same. And most importantly, don’t shrink your goals. Dream big, go for it, and encourage others to do the same.
Everyone should be treated fairly and make sure opportunities and promotions are based on merit, not bias. Give women the same chances to lead and grow. Support their voices, create room at the table, and make mentorship and development part of the culture.
In your opinion, what are the biggest challenges faced by women executives that aren’t typically faced by their male counterparts?
One of the biggest challenges is how differently ambition is perceived. For men, it’s second nature, and socially accepted to go after what they want, stake their claim, and assert themselves unapologetically. When women do the same, there’s often hesitation. We’re raised to be more mindful of not stepping on toes, of being collaborative and considerate, which are great qualities, but they can sometimes lead to second-guessing ourselves. There’s also a tendency for women to bring more emotional depth into decision-making. That’s not a weakness, it can actually be a strength when navigating complex deals or managing teams, but it can add an extra layer of internal dialogue. We sometimes question ourselves more than we should or feel the need to justify decisions in a way that men might not experience as much.
Can you share 3 things that most excite you about the Real Estate industry?
There are so many things I love about the real estate industry, but here are my top three:
1. The ability to create your own destiny.
Real estate is one of the few industries where your success is directly tied to how much effort and energy you put in. You’re not waiting for a promotion or relying on someone else to determine your path. That level of autonomy and control over your own future is empowering.
2. The unpredictability of every day.
No two days are ever the same in this business. You never know when a cold call will turn into a multimillion-dollar deal or when a random encounter will lead to a new opportunity. That sense of possibility keeps things exciting and fresh.
3. The earning potential is limitless.
If I am honest, real estate offers the ability to make serious money in a relatively short amount of time. That combination of passion and financial reward is rare, and it’s what drives me to push harder and aim higher every day.
Can you share 3 things that most concern you about the industry? If you had the ability to implement 3 ways to reform or improve the industry, what would you suggest?
While property tour videos may look glamorous on the surface, that’s just a small part of the job. What you don’t see is the hard work behind the scenes, cleaning up buildings, troubleshooting issues, managing client expectations, and ensuring that every deal gets across the finish line. There’s a lot that goes into making a deal happen, and it’s easy to overlook the time, energy, and persistence it takes to make things run smoothly. The reality is, the behind-the-scenes work is just as, if not more, important than the polished videos and high-end listings.
The industry needs more courses or mentorship programs that teach agents not just how to close a deal, but how to build a sustainable career. That includes everything from time management and business planning to learning how long it actually takes to become a top performer.
One of the biggest mistakes new agents make is mentally (and sometimes financially) counting their commission before the deal is done. It takes so much work to get to that point, and a deal is never done until it’s really done!
What advice would you give to other leaders to help their team to thrive?
My advice to other leaders would be to keep the focus on the work, not the distractions. It’s easy to get caught up in emotions or the noise around decisions, but the key is to stay level-headed and prioritize what truly matters. Make sure you’re clear on your goals and don’t let fear hold you back. Encourage your team to take risks and go for big opportunities.
You are a “Real Estate Insider”. If you had to advise someone about 5 non-intuitive things one should know to succeed in the Real Estate industry, what would you say? Can you please give a story or an example for each?
1 . Talking to those who you don’t know.
A broker I mentored used to spend all her time working her “warm” network — friends, friends-of-friends, former coworkers. After 8 months, she had zero deals. I pushed her to go to open houses, walk into retail stores, and strike up conversations with complete strangers. One day, she complimented a woman’s handbag at a coffee shop. That woman turned out to be the regional manager for a luxury fitness chain looking for new locations. That cold conversation turned into a five-location exclusive leasing deal. Moral of the story: your network will only grow if you water it with strangers.
2 . Being ok with people saying no.
A junior agent once got turned down flat after showing a retail space to a picky designer brand. Instead of walking away, she stayed in touch by sending the brand little market updates every month — just helpful notes, no pressure. Nine months later, they circled back, this time with a bigger budget and better timing. That “no” turned into the largest commission of her career. Rejection isn’t failure, it’s part of your CRM pipeline.
3 . Don’t count your commissions
There was this guy who mentally spent his six-figure commission check before the lease was signed. He was stressed, distracted, and started pushing too hard. The tenant felt rushed and backed out. Poof — no deal. Meanwhile, agents who treat every deal like it might die until it closes are calmer, more strategic, and make fewer mistakes. Focus on service, not the payout. The money follows.
4 . Make cold calls
I know an agent who closed a $15M off-market multifamily sale in Brooklyn. How’d she get the listing? A cold call. She had a list of building owners, did her research, and picked up the phone. The owner wasn’t even thinking of selling — but appreciated her market knowledge and transparency. Three months later, when a family dispute made them want out fast, guess who they called? That one cold call turned into the biggest deal of her year. Consistency beats charisma when it comes to prospecting.
5 . Co-broke or go broke
I had a retail listing in SoHo with great foot traffic but slow traction. Instead of hoarding it, I offered a generous co-broke and personally called ten agents I respected. One of them had the perfect tenant. We split the fee — and I gained a partner who started feeding me deals regularly. Fast forward, that one co-broke deal turned into six more. Collaboration compounds in real estate.
If you could inspire a movement that would bring the most amount of good to the greatest amount of people, what would that be? You never know what your idea can trigger. 🙂
If I could inspire a movement that would bring the most good to the greatest number of people, it would be an “Empowered Balance” movement to support working parents, especially working mothers, in achieving both career success and personal fulfillment without guilt.
Too often, women, and moms in particular, are told they have to choose between being present for their families and being powerful in their careers. That’s not true. I want to build a culture where being a mom enhances your leadership, where motherhood is seen as a masterclass in negotiation, time management, resilience, and empathy, not a reason to slow down or step back.
Through mentorship, flexible workplace advocacy, financial literacy, and leadership training, this movement would lift up a generation of women to rise unapologetically in both boardrooms and living rooms.
How can our readers follow you online?
Check out my Instagram @mombossnyc or find me on LinkedIn: Bernadette Brennan.
Thank you for your time, and your excellent insights!
Women Leaders Of Real Estate: Bernadette Brennan Of SERHANT On The 5 Things You Need To Succeed In… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.