FILE: Ryan Serhant on “Watch What Happens Live With Andy Cohen.” Serhant’s real estate brokerage is expanding to California.

A celebrity-led real estate agency launched in California this week, making a big bet on the Golden State as it establishes a presence in the state’s largest markets.

Serhant, the brokerage founded by Ryan Serhant, best known for his time as the star of Bravo’s “Million Dollar Listing New York,” announced the company has expanded to San Francisco, Los Angeles, San Diego, Orange County and Tahoe. Serhant, who stars in and is an executive producer of Netflix’s “Owning Manhattan,” told SFGATE his company is uniquely well-positioned to operate in California since there’s no place that better understands “the intersection of media, technology, and real estate, and that is in our DNA.” 

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In addition to the offerings of a traditional brokerage, the company has built an internal proprietary artificial intelligence platform for administrative real estate tasks, maintains an in-house production studio, and also operates an education and training platform. “It’s the only AI real estate firm in the United States,” Serhant said.

The locations of forthcoming offices are expected to be announced in May. For now, the agents can work out of what Serhant calls “clubhouses,” which are designed for content creation. 

“I’m excited about California for so many reasons, but I’m especially excited about San Francisco because it’s where innovation happens,” Serhant said.

Sixteen real estate agents have joined the brokerage across the five markets. Serhant’s move into California marks the biggest market opening yet by sales volume for the firm, as the new agents had collectively brought in more than $2 billion in real estate sales over the past 12 months. 

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Serhant said he hopes to more than double that in the next year.

Given the company’s media-led approach, it’s unsurprising that many of the agents have a large social media presence, including Ben Belack, a cast member on Netflix’s “Buying Beverly Hills,” who previously worked at The Agency, another celeb-led brokerage firm; he has nearly 100,000 followers on Instagram.

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California will be the 15th state, in addition to Washington, D.C., for the brokerage, which already operates extensively on the East Coast. The company expanded into Nevada in late 2025, with a focus on Las Vegas, but it also began doing business on Tahoe’s Nevada side. Now, Serhant said, it will be able to serve the entire Tahoe region. 

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Serhant formed the brokerage in 2020 in New York City. While he acknowledged his firm will be “the new kids on the block” in California, he said he’s incredibly excited about the opportunities in the state.

“We earned the right to be here,” he said. 

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