How SERHANT. Published 42,000 Posts Across 80 Profiles

Four years ago, every social request at SERHANT. began in a Google Sheet. Someone added the request, someone kept track of it, and someone eventually published the post by hand. 

Today, a six-person publishing and distribution team manages 80 profiles through Vista Social. Since January 2025, it has published 42,000 posts while supporting a network that spans 2,500 agents in 17 markets. 

The calendar became faster to run, and six people could distribute content across 80 profiles as SERHANT. expanded. 

A media company built inside a brokerage

SERHANT. treats content as part of its operating model. Because social helps agents reach buyers and build their brands, the work begins long before a post enters the calendar. 

“We are at the end of the day a media company that happens to sell real estate.”

Rafael Angarita, Director of Integrative Marketing, SERHANT. Studios

SERHANT. Studios supports agent brands, listing promotion, and property storytelling across the company’s distribution network. Its work stretches well beyond filling a content calendar. 

Each month, the team receives 300 to 400 listing carousel requests across its markets. That is only one of its two main content workstreams. Meanwhile, 15 to 16 producers across 16 markets create property-tour video content every day. 

Those requests move through planning, editing, approval, publishing, and review. The company also makes content for agents and new developments. In those projects, an outside developer may need to approve a post before it can go live. 

The publishing team sits at the end of that system. Six people are responsible for distributing approved content across 80 profiles while protecting the accuracy and presentation of every listing.

The spreadsheet could not follow the company’s growth

 Nellie Petriello, Content Marketing Manager at SERHANT., remembers the earlier process clearly. 

That process worked when SERHANT. had 10 agents in New York City. But as the company grew across the country, the number of people asking for content climbed into the thousands. 

The volume was only one part of the strain. SERHANT. promises to promote its agents and their listings through the company’s own network. Often, that means the brokerage profile and agent profile must publish the same Instagram post as collaborators. 

The team tested other social media management tools, but they could not schedule the Instagram collaboration posts at the heart of that workflow. Instead, the team had to publish natively and handle the accounts one by one. 

Because SERHANT. now manages 80 profiles, that fallback placed a hard limit on growth. 

“42,000 posts through Vista Social since January 2025. How can we be doing that manually, native on the platforms? It’s nearly impossible.”

Rafael Angarita, Director of Integrative Marketing, SERHANT. Studios

 SERHANT. needed a platform that could meet four practical goals:

• Schedule Instagram collaboration posts: The company and its agents needed to co-publish without waiting for someone to post natively.
• Turn approved content into dependable inventory: The team needed clear publishing queues across every profile, so each open slot could serve a real request.
• Increase capacity without matching growth hire for hire: Content demand was rising faster than the publishing team.
• Keep performance data close to planning: Reporting needed to inform what the team would make and distribute next.

The feature that settled the decision

Instagram collaboration scheduling was the non-negotiable requirement. Vista Social supported it, allowing SERHANT. to schedule feed posts, carousels, and Reels with collaborators instead of rebuilding the workflow around a missing feature. 

That solved the first publishing problem, but the team looked ahead 12 to 18 months. SERHANT. needed room for more markets, profiles, formats, and automation.

The company began on a monthly plan, so the first decision carried little risk. Moving a live national publishing operation still carried real stakes: a missed post could delay an approved listing campaign or let down the agent who trusted SERHANT. to promote it.

SERHANT. encountered rate limits and product issues early in the rollout. Rafael said Vista Social’s team responded quickly, either resolving the issue or providing a clear answer and timeline, which allowed the team to keep publishing while both sides worked through the rollout.

“Response time from the team has been incredibly fast. It almost feels like you guys are within my Slack environment.”

Rafael Angarita, Director of Integrative Marketing, SERHANT. Studios

Even with those early issues, the fit became clear quickly.

“Within literally maybe two weeks of using it, it was a clear path forward.”

Rafael Angarita, Director of Integrative Marketing, SERHANT. Studios

How SERHANT.’s publishing operation works today

SERHANT. kept the tools that already did their jobs well. Then it gave the handoff between production and publishing a clear path. 

The Content Publishing and Distribution team works in ClickUp and Vista Social each day. ClickUp manages the production cycle, while Vista Social manages social distribution and the data created after publishing. 

The automation creates a draft for review. A SERHANT. team member checks the property details and makes the final publishing decision.

Before a post leaves the queue, the team checks the caption, property details, profiles, tags, labels, and timing. 

The automation removes repeated setup work, but the publishing team keeps control of the final call. Before a post leaves the queue, the team checks the caption, property details, profiles, tags, labels, and timing.

In practice, the handoff begins when the work is ready, not when someone remembers to copy it. The task carries the source material and approval state. The draft arrives in Vista Social with the details the publishing team needs to finish the job. 

That shared path cuts down on re-entry, which lowers the chance of a profile, label, or asset being missed. It also gives each team a clear place to check status. Producers stay focused on making the work, while publishers stay focused on sending it out well. 

That balance matters in real estate. For example, a wrong asking price can create a legal or compliance issue. It can also force the team to fix the same error across several profiles. 

At SERHANT.’s scale, human review adds value because it guards both speed and trust.

42,000 posts, managed by six people

By the time of the 2026 customer interview, SERHANT. had sent 42,000 posts through Vista Social since January 2025. Six people managed distribution across 80 profiles. 

The post count shows what the team shipped, while the six-to-80 ratio shows how the operation changed. 

Rafael estimates that Vista Social’s scheduling, queues, and automation reclaimed the capacity of two to three full-time employees. SERHANT. used that room to serve more agents, markets, profiles, and requests without growing its publishing team at the same rate. 

“It’s probably been like two or three full-time employees that has been unlocked through the features.”

Rafael Angarita, Director of Integrative Marketing, SERHANT. Studios

That reach supports SERHANT.’s promise to promote agent brands and listings through its own distribution network, without requiring the publishing team to grow at the same rate as the business.

With less manual copying between tools, the six-person team can spend more time checking accuracy, managing queues, and getting approved content live across 80 profiles. Since January 2025, that system has supported 42,000 published posts. 

The original goals now show up in the day-to-day operation:

• Collaboration posts are part of the scheduled workflow, so the brokerage and agent can share distribution without relying on manual native posting.
• Publishing queues act as working inventory, giving the team a live view of what is ready across its profiles.
• Automation absorbs repetitive setup, allowing six people to support a much larger network and content pipeline.
• Performance data returns to planning, so the next calendar reflects how audiences responded.

Publishing slots became real inventory

Most social calendars show dates, but SERHANT. also uses its calendar to manage capacity.

“We treat our publishing slots as true inventory.”

Rafael Angarita, Director of Integrative Marketing, SERHANT. Studios

 Each open slot is space the company can offer to an agent, listing, market, or brand campaign. Meanwhile, each filled slot has to be correct, approved, and linked to the right profile.

Publishing queues give the team a set schedule for that inventory. Instead of choosing a new time for every approved asset, the team adds content to the right queue and keeps work moving across profiles. 

SERHANT. also uses Instagram Trial Reels to test hooks, openings, and angles with non-followers. Then the team can decide what deserves wider reach. Testing becomes part of the inventory choice, rather than an extra task someone has to remember. 

The team then uses Vista Social’s API to pull post and profile data into its own reports. Those results help shape the next month’s calendar.

Accuracy still has a human owner

High-volume publishing breaks down when speed becomes the only target, so SERHANT. keeps people in the approval and publishing loop. 

On SERHANT.’s New Development team, social media coordinators manage content calendars for buildings with outside developer approvals. A post may be done in-house, yet still need the client’s approval before it can enter the ready-to-publish queue. 

The same care applies to automation. SERHANT.’s ClickUp workflow can create a caption and a labeled Vista Social draft, but the team reviews it before it goes live. That gives the team steady output, while a person remains responsible for the final details. 

That discipline matters as much as the tool. Vista Social makes the review easy to see and repeat, while SERHANT. keeps the judgment required for a high-value field.

Support that feels close to the operation

For SERHANT., the partnership has extended beyond support tickets and help docs.

“Response time from the team has been incredibly fast. It almost feels like you guys are within my Slack environment.”

Rafael Angarita, Director of Integrative Marketing, SERHANT. Studios

The Vista Social team visited SERHANT. headquarters to sit with the social team, walk through its workflows, and configure AI training and brand-voice guidance in real time. 

That close contact helps because SERHANT.’s needs keep changing. The team can explain the work in plain terms, then talk with people who know both the product and the goal behind the request.

The next scale problem lives in the inbox

SERHANT. has made publishing systematic. Community management is the next operation it wants to bring to the same level. 

Today, team members run manual engagement rounds at set times and move through accounts one by one on their phones. Across 80 profiles, those rounds include vendor pitches, collaboration invites, buyer and seller questions, and notes from possible partners. 

The team has already mapped the decision tree. For instance, vendor messages should follow one path, while collaboration requests take another. Buyer and seller questions need their own routing and reply rules. 

SERHANT. is now exploring how Ask Vista and AI workflows can run that logic at scale. People will still review work that touches listing details, prices, or compliance.

The future plan is clear: let AI sort the first layer, gather context, and route the message. Then the right person receives the conversation with its message history, category, and routing context attached. That would bring the same mix of scale and human control to the inbox.

Build the operation behind your content

SERHANT. reached 42,000 posts by building a system around work its team already knew. Content moves through ClickUp, people review it, Vista Social sends it out, and the results shape what comes next.

Today, six people can run distribution across 80 profiles for 2,500 agents spread across 17 markets.

If your team is trying to scale content across brands, locations, or client profiles, start your free 14-day Vista Social trial and test the workflow with your real approval path, publishing queue, and reporting needs.