When it comes to selling the world’s most exclusive real estate, Ryan Serhant is the ultimate showman—New York’s top broker with a knack for turning luxury property into a global spectacle. A true powerhouse, Serhant has built his empire on a heady mix of hustle, humour, and undeniable charm. From starring in Netflix’s Owning Manhattan to leading jaw-dropping deals, he makes high-stakes real estate look as easy as a walk in Central Park.
Now, Ryan Serhant has landed in Dubai, where ambition meets skyscrapers, and in true Serhant fashion, he’s ready to tackle this new frontier. In an exclusive conversation with Arabian Business, the celebrity real estate mogul delves into Dubai’s booming property landscape, the allure that pulls investors from all corners of the world, and what it really takes to make it in a market that never stops. From his rise through New York’s relentless real estate scene to the strategies he’s eyeing for the UAE, Serhant shares a candid look into the world of high-stakes, high-reward real estate.
Dubai’s real estate: A top-tier global investment hub
In the eyes of the celebrity property mogul, Dubai has become an international real estate hotspot that now ranks among the top global investment destinations. “Dubai today is a top 10 global real estate investment play,” Ryan Serhant tells Arabian Business. “We’re now seeing buyers in New York, Los Angeles, Miami, Hong Kong, Paris and London who are thinking of Dubai first.” This international attraction marks a significant change from previous decades, positioning Dubai alongside iconic cities as a premier choice for investment he believes.
In particular, Dubai’s development of new areas and groundbreaking projects like Palm Jebel Ali has impressed Serhant, who sees a compelling opportunity for investors. “In the US, we don’t just build real estate developments on water like that. It’s unique and a testament to Dubai’s bold vision,” he says. “You look at prices on Palm Jebel Ali compared to Palm Jumeirah, and there’s value there. It’s remarkable how every 10 years, Dubai reinvents itself – a quality other cities just don’t have.”
‘Wow’ factor in Dubai’s luxury real estate
Whilst in Dubai, touring an opulent 30,000-square-foot villa priced at AED 130 million, Serhant was struck by the level of craftmanship and luxury on display. “In the US, you don’t see houses with no painted walls,” he says. “The luxury, the finish, and the scale – it’s something you don’t find anywhere else in the world.”
As Dubai’s allure attracts an influx of ultra-high-net-worth individuals, Serhant acknowledges the energy and excitement this brings to real estate transactions. “We are salespeople; we love transactions,” he quips.
Adding, “Dubai creates a lot of liquidity opportunities for investors and high-net-worth individuals, with a market that’s constantly expanding,” he shares. “There’s a safety and appreciation here that’s unique compared to other markets.”
Sustainability and scalability: Dubai’s balancing act
It’s no denying however, the sustainability of Dubai’s real estate market is constantly under scrutiny. Amidst the city’s growth, it’s an element that is increasingly becoming a priority for many. Dubai’s compact size and challenging climate present unique considerations when it comes to sustainability, something Ryan Serhant agrees with.
“You have to build sustainably here, or you can’t live here. I asked someone about green spaces, and they told me, ‘we have two malls – those are our parks’,” he jokes. But Serhant is confident that Dubai is equipped to address these issues. “Dubai’s adaptability is unparalleled; they’ll figure it out faster than anyone else.”
The power of Netflix: Serhant’s journey from TV star to global recognition
Serhant has long been a public figure, but his transition from Million Dollar Listing New York to Owning Manhattan on Netflix was a career-defining move. “Million Dollar Listing was great, but Netflix is on a whole other level,” he explains. After its release, his website crashed from the sudden surge in traffic, and his brokerage, Serhant, saw unprecedented lead generation. “Netflix is the largest global media platform. With the click of a button, the entire world was introduced to our brand.”
Unlike Million Dollar Listing, where he was part of an ensemble cast, Owning Manhattan places Serhant’s own company centre stage. This added exposure, he says, is invaluable. “All exposure is good exposure. It’s about connecting with an audience, letting them see who you are, and building that relationship,” he explains. As he grows his brand, Serhant’s media presence has become a crucial tool in attracting clients who want not just a property, but the experience of working with him.
Navigating global real estate amid rising costs
Serhant has witnessed the impact of global inflation on real estate markets firsthand. “Living costs are skyrocketing across major cities worldwide. In New York, London, and even Dubai, inflation has raised the stakes,” he says. This environment makes real estate developers think critically about affordability and housing supply. “Governments need to provide incentives—land and tax—to ease housing shortages. We work with governments, pushing for policies that allow more land and development options.”
For high-net-worth clients, however, luxury markets are less about needs and more about lifestyle choices. “Clients buying $10 million or $50 million properties aren’t in it out of necessity; they’re driven by desire,” Serhant shares. For him, the key to success is aligning clients’ wants with high-value opportunities.
The US election and real estate policy: A neutral stance
As the US election approaches, Serhant acknowledges that different administrations bring distinct impacts on the real estate market but remains diplomatically neutral. “When Trump was in office from 2016 to 2020, we had what was called the ‘Trump Bump,’ where most investments went to the stock market,” he told Arabian Business.
“Biden on the other hand and Kamala by proxy, has made things incredibly expensive and made affordability incredibly difficult. But people have put more money into real estate during their term than ever during a Republican term.”
Although he refrains from favouring a candidate, he emphasises the importance of policy, suggesting Kamala Harris’s plans for housing across America are “useless and dumb”.
“I don’t think they would ever pass, all it’s going to do is increase prices, it doesn’t do anything for demand.”
Adding, Trump’s business mindset aligns with his own: “Trump’s talked about what I’ve talked about, which is you want to fix a housing crisis then provide more housing. How do you provide more houses? You incentivise developers. What do you incentivise them with? Land. Who has all the land? The government, so it’s not that complicated,” he stresses.
Leveraging social media for global reach
One area where Serhant has undoubtedly championed, is the art of social media, which he uses to make luxury real estate relatable to a wide audience. “For me, social media is a door that knocks both ways,” he says. “It’s about transforming followers into an active audience and that audience into a loyal community.” The global popularity of Owning Manhattan on Netflix expanded Serhant’s reach exponentially, helping him build credibility and relationships worldwide.
Dubai’s real estate agents, he advises, should focus on building a “circle of trust” around high-net-worth individuals rather than targeting buyers directly. “What I did 10 years ago was build relationships with those who influence buyers, from attorneys to bankers to designers,” he explains. “It’s a strategic network effect.”
New York vs Dubai
Despite his admiration for Dubai’s growth and allure, Serhant remains a New Yorker at heart. “I’m biased. If I said I liked Dubai more, they wouldn’t let me home,” he laughs. Comparing the cities, he notes that New York’s real estate market is predominantly local, with 80 per cent of buyers being New Yorkers. In contrast, Dubai’s market is much more international, welcoming buyers from all over the world. For him, New York’s ever-changing seasons are a perk, albeit a challenging one. “In Dubai, you have summer and the last summer, but New York is a rollercoaster – you dress for the winter in the morning and for summer by noon.”
Dubai’s success story, according to Serhant, lies in its unmatched adaptability and appeal to the world’s elite. Whether it’s the city’s high-end real estate or its potential for growth, Dubai, he believes, will remain a beacon of global opportunity for years to come, a pie he also wants a slice of.
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