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<\/p>\nLuxury brokerage SERHANT. is launching operations across California on Tuesday, opening simultaneously in nine markets across the state, the firm has informed Inman.<\/p>\n
The expansion \u2014 spanning Los Angeles, Beverly Hills, Malibu, Orange County, San Diego, San Francisco, Palo Alto, Marin County and Tahoe \u2014 marks the company\u2019s first West Coast foothold. The move west also creates a national footprint, which the firm has been building toward since its founding in 2020.<\/p>\n
SERHANT. will launch with 65 agents across the five territories, including 15 founding agents who have collectively closed more than $2 billion in sales volume over the past 12 months.<\/p>\n
\u201cWe were always going to go to California, it\u2019s just a matter of when we earned the right to do it,\u201d CEO and founder Ryan Serhant told Inman. \u201cI know this company is national and my goal is to make it not the biggest but the best real estate firm for buyers, sellers and agents on planet earth.\u201d<\/p>\n
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Ryan Serhant | SERHANT. Studios<\/p>\n
Earning the right<\/p>\n
The California launch is the latest in a rapid national expansion that has taken SERHANT. from a New York-based startup to a firm operating in 16 states with more than 2,000 agents. Since 2020, the company has expanded<\/a> across New England, the Mid-Atlantic<\/a>, Florida, Arizona and Nevada. The firm reported $7.1 billion in sales volume in 2025, with growth exceeding 100 percent year over year.<\/p>\n Serhant said California\u2019s current market dynamics made the timing right, pointing to what he described as growing negotiability in the high-end segment.<\/p>\n \u201cI think buyers have gained really significant leverage through high-end trophy assets, which continue to command premium prices but are finding more and more negotiability,\u201d he said. \u201cI think that ultra-luxury segment continues to remain active.\u201d<\/p>\n He also pushed back on the narrative that wealthy Californians are fleeing the state, framing the migration conversation as an opportunity rather than a headwind.<\/p>\n \u201cThere\u2019s a lot of talk about high-net-worth individuals leaving California, which is why I think this is such a great opportunity,\u201d Serhant said. \u201cI don\u2019t think people are necessarily leaving LA. I think they\u2019re adding residences elsewhere. They\u2019re creating portfolios.\u201d<\/p>\n That shift in how affluent clients approach real estate, he said, is reshaping what agents need to be.<\/p>\n \u201cIt used to be that a real estate agent was a real estate agent,\u201d Serhant said. \u201cToday, especially in luxury, you\u2019re a real estate strategist. Agents sit with clients and think about portfolio, think about assemblage, think about their lifestyle over the next 10 years.\u201d<\/p>\n A different model<\/p>\n California\u2019s luxury market is home to some of the most recognizable names in the industry, including Jason Oppenheim, Mauricio Umansky and Gary Gold. Serhant said he is not framing the expansion as a head-to-head competition with those brands.<\/p>\n \u201cI\u2019m not looking to necessarily compete with another agency,\u201d he said. \u201cI am an agent. I built this company with our agents, for our agents and the DNA is by our agents.\u201d<\/p>\n He said SERHANT.\u2019s core differentiator is its technology infrastructure, describing the brokerage as \u201cthe only AI-native real estate firm in the United States.\u201d The company\u2019s proprietary platform, S.MPLE, automates administrative tasks for agents and, according to Serhant, drives measurable results.<\/p>\n \u201cThe average agent who uses S.MPLE grows their GCI by 144 percent in the first 12 months with nothing else changing,\u201d he said.<\/p>\n The firm also operates SERHANT. Studios, an in-house production company that executive produces original content, including its Netflix series Owning Manhattan, as well as top-of-funnel content the firm says drives lead flow to agents.<\/p>\n \u201cWe are able to put our properties in front of more qualified eyeballs than anyone else on the planet that you would ever want to list with because our distribution funnel is the largest of any brokerage,\u201d Serhant said.<\/p>\n The 15 founding agents joining Tuesday were not recruited with financial incentives, Serhant said, describing the firm\u2019s approach to growth as organic.<\/p>\n \u201cI will only work with people at this company who I\u2019ve earned the right to work with, meaning we don\u2019t buy them,\u201d he said. \u201cIf you come for the opportunity, you stay for the result. And there is no other company that makes that guarantee.\u201d<\/p>\n 2 camps<\/p>\n