Ryan Serhant's brokerage arrives in California with 5 markets

On April 14, 2026, SERHANT., the tech-forward real estate brokerage led by Owning Manhattan star Ryan Serhant, officially launched its operations in California. Marking the firm’s most ambitious expansion since its inception in 2020, the brokerage entered five major markets simultaneously: Los Angeles, San Francisco, Orange County, San Diego, and Lake Tahoe (Hicks, 2026).

Strategic Expansion and Performance

The move represents the firm’s most significant market entry to date in terms of sales volume. The founding California team consists of approximately 100 agents who collectively facilitated over $2 billion in real estate transactions during the previous 12 months (Hicks, 2026; Ritter, 2026).

Despite economic challenges facing the state—including high interest rates and the aftermath of the 2025 wildfires—Serhant maintained that periods of market volatility offer the best opportunities for growth. He emphasized that the firm has "earned the right" to enter California after five years of building its brand and referral networks on the East Coast (Hicks, 2026; McLean, 2026).

The "Media-First" Philosophy

SERHANT. intends to differentiate itself from traditional "legacy" brokerages through its "media-first" ecosystem. The California operations will utilize the firm's proprietary AI platform, "S.REP," and feature "clubhouses"—modern office spaces specifically designed for content creation and digital marketing. Serhant views the brokerage as a "content-to-commerce" business where media exposure is the primary driver of high-end real estate sales (Hicks, 2026; RISMedia, 2026).

Leadership Appointments

The statewide operations are led by Ezra Leyton, who serves as the Managing Director and Principal Broker based in the Beverly Hills headquarters. Notable additions to the team include Ben Belack, a former star of Netflix's Buying Beverly Hills, who joined the firm as Executive Vice President of California (Hicks, 2026; Karruli, 2026).

Key leadership appointments include:

• Ezra Leyton: Serving as the Managing Director of California, overseeing statewide operations from the firm's Beverly Hills "Clubhouse."

• Ben Belack: A prominent luxury agent formerly of The Agency and star of Buying Beverly Hills, who joined as Executive Vice President of California (Hicks, 2026; Taylor, 2026).

The "Media-First" Growth Model

The expansion relies on the firm’s signature "media-first" ecosystem, which integrates a full-scale film studio and an in-house marketing agency. Unlike traditional brokerages that focus on agent headcount, SERHANT. prioritizes high-volume producers who utilize social media and digital content to drive sales. The firm’s proprietary AI platform, "S.REP," is also being rolled out to California agents to streamline lead generation and client management (Hicks, 2026).

Market Impact

The move signals a direct challenge to established luxury brands in the Golden State. Serhant noted that the expansion was fueled by a high volume of referral traffic between New York, South Florida, and California, creating a "golden triangle" of luxury real estate for the firm (Taylor, 2026).

References

Hicks, A. (2026, April 14). Ryan Serhant’s brokerage arrives in California with five markets. Inman News. https://www.inman.com/2026/04/14/ryan-serhants-brokerage-arrives-in-california-with-five-markets/

Karruli, K. (2026, April 14). Ryan Serhant announces major expansion across California. Realtor.com. https://www.realtor.com/news/trends/ryan-serhant-expansion-california-wildfires-billionaire-tax/

McLean, T. (2026, April 14). Celeb-led real estate brokerage making a big bet on California. SFGATE. https://www.sfgate.com/bayarea/article/serhant-real-estate-california-22204180.php

RISMedia. (2026, April 14). SERHANT. Launches Across California With $2B Agent Roster. https://www.rismedia.com/2026/04/14/serhant-ryan-serhant-expands-california/

Ritter, M. (2026, April 14). Celebrity agent Ryan Serhant bets on California in latest brokerage expansion. Homes.com News. https://www.homes.com/news/celebrity-agent-ryan-serhant-bets-on-california-in-latest-brokerage-expansion/455930567/

Taylor, J. (2026, April 14). Serhant takes California: Inside the $2B expansion. The Real Deal. https://therealdeal.com/la/2026/04/14/ryan-serhant-expands-brokerage-to-california/