In a bold move signaling its continued national ambitions, luxury brokerage SERHANT. has launched operations in Phoenix, Arizona, backed by a powerhouse team responsible for over $500 million in annual sales. The expansion marks the firm’s first foray into the Western U.S. and reflects its strategic commitment to high-growth, luxury-driven markets beyond its East Coast stronghold.
Founded in 2020 by real estate entrepreneur and media personality Ryan Serhant, the firm has rapidly transformed from a Manhattan-based disruptor into a full-scale, tech-enabled real estate company. With offices in New York, Florida, and Connecticut, SERHANT. is now leveraging its unique blend of content, education, and tech to take on one of the fastest-growing luxury markets in the nation.
“Phoenix has everything we look for in an expansion market: explosive population growth, rising demand for luxury housing, and a dynamic pool of real estate talent,” said Ryan Serhant, founder and CEO of SERHANT. “Our entry into Arizona is a reflection of both our strategy and our belief that this city is becoming one of the most important hubs for luxury real estate in the U.S.”
A $500 Million Statement
The new Phoenix office will be anchored by a core team of more than 50 agents, many of whom joined from top-producing brokerages across the region. Together, they bring an impressive sales portfolio exceeding $500 million over the last 12 months, spanning high-end estates in Paradise Valley, modern builds in Scottsdale, and new construction in emerging submarkets.
Leading the new market is Managing Director Sarah Polanski, a veteran of the Phoenix luxury scene known for her deep local knowledge and strong developer ties. Polanski previously led one of the most successful teams at Launch Real Estate, and her move to SERHANT. is seen by many as a sign of shifting power dynamics in the region’s brokerage landscape.
“The industry here is evolving quickly,” said Polanski. “Buyers and sellers want more than just a traditional agent; they want marketing expertise, social reach, and a brand that can command global attention. SERHANT. is uniquely positioned to deliver that.”
The SERHANT. Model Arrives in Arizona
SERHANT. differentiates itself with a vertically integrated model that merges media, technology, and brokerage under one roof. The firm’s in-house film studio, SERHANT. Studios, produces listing content and brand videos that reach millions across social platforms. Its education platform, SERHANT. ADX, trains agents in digital marketing and business development. All of this is layered onto a proprietary tech stack that streamlines operations and client experience.
This formula has proven successful in other high-competition markets. In Florida, SERHANT. opened a Naples office in late 2024 and has already closed several multimillion-dollar deals in the region’s ultra-luxury condo sector. The Phoenix office is expected to follow a similar trajectory.
“Real estate is no longer local — it’s global, digital, and brand-driven,” Serhant emphasized. “Phoenix is a gateway to the West for us, and we plan to scale with the same innovation and intensity we’re known for.”
A City in Transition
Phoenix has emerged as one of the most dynamic housing markets in the country, driven by in-migration, a favorable tax climate, and a tech-anchored job boom. According to the Arizona Regional Multiple Listing Service (ARMLS), luxury home sales in Phoenix climbed over 23% year-over-year in Q1 2025, with median prices in prime neighborhoods exceeding $1.2 million.
The region’s appeal to coastal transplants — particularly from California and Washington — has fueled demand for architecturally significant homes, gated communities, and resort-style living. Developers are responding with a wave of high-end residential projects, including hillside estates, modern desert compounds, and amenitized condo towers.
“What we’re seeing is a convergence of lifestyle and investment appeal,” said Polanski. “Phoenix isn’t just an affordable alternative anymore. It’s a destination with its own luxury identity.”
Local Talent, National Platform
To support its new agents, SERHANT. is bringing its full digital toolkit to Phoenix. That includes bespoke marketing campaigns, agent branding support, and access to its production and analytics teams in New York. In turn, Phoenix-based agents will contribute localized insight and high-end inventory to the firm’s national referral network.
The goal, Serhant says, is to build a new kind of agent experience — one where local expertise meets global infrastructure.
“Agents want tools that work, brands that elevate their business, and leadership that invests in their growth,” he said. “We’re here to build a community of top producers who think big.”
What Comes Next
The Phoenix launch is expected to be a springboard for further growth throughout the Southwest, with potential expansion into Las Vegas, Denver, and other feeder markets on the horizon. As SERHANT. deepens its footprint, it continues to bet on content, innovation, and entrepreneurial agents to drive its next chapter.
“This is just the beginning,” Serhant said. “We didn’t come to Phoenix to participate. We came to lead.”
Sources: The Real Deal, HousingWire, Phoenix Business Journal, ARMLS
