SERHANT. Utah will launch with over 40 agents from top firms, who together have closed $700 million in sales over the past 12 months.
Real estate mogul and star of Netflix show “Owning Manhattan” Ryan Serhant is launching his rapidly expanding brokerage in another major metro, marking his sixth new state in 2026.
The national brokerage, SERHANT., announced its expansion into Utah on Tuesday, bringing its team of top agents and proprietary AI platform to Salt Lake City and Park City.
The new market is the latest of several victories for the brokerage this year, which has expanded into Massachusetts, California, Texas, Colorado, and Illinois in 2026 alone.
With the addition of Utah, SERHANT. is operating in 21 states.
“There’s an established luxury market in Salt Lake City and Park City, which is in line with what we do,” Serhant tells Realtor.com®. “It’s a natural connection point for the business that we’ve been building nationally because a prospective buyer in this marketplace is oftentimes already a client of ours in New York, Miami, Dallas, L.A., etc., so we can bring those relationships together.”
Salt Lake City is among the fastest growing cities in the country, with the downtown population increasing 63% since 2019, according to the Downtown SLC Alliance. As the area continues to develop and grow, an opportunity presents itself to entrepreneurs like Serhant.
“Utah will be one of our larger individual market launches, considering that Park City alone did about $5 billion in residential sales over the past 12 months,” says Serhant. “So it’s a good market to go in. I’m excited to bring SERHANT. there and work with as many buyers, sellers, developers, and agents as we can.”
SERHANT. Utah will launch with over 40 agents from top firms, who together have closed $700 million in sales over the past 12 months, according to a press release from the company.
“We’ve been very fortunate that the types of agents who’ve come to us, who are looking to either be founders in our new markets or grow with us in existing markets, are really the best of the best,” Serhant says.
Agents looking to join SERHANT. must meet high thresholds: Agents must do at least $10 million per year in sales, while principal agents must hit $50 million per year. Such qualified agents are essential in a market as demanding as the Utah luxury market, according to Serhant.
“A more demanding market raises the standard for everyone because sellers need strategy outside of the box to work with a firm that creates markets; it doesn’t just put homes on top of it. Buyers need real advice—trust cannot be automated,” says Serhant. “And agents need a company that helps them win business and grows their own market share and price point so that they can serve their clients better. And all three of those boxes are what we check."
The team in Utah will be led by managing director and principal broker Bridgette Osguthorpe, a leader in Utah’s luxury real estate market with more than 20 years of experience.
“When I looked at what SERHANT. has built, nothing else compared,” said Osguthorpe in the press release. “The tools and resources they give agents for their day-to-day business are best in class, and they pair that with genuine care for and connection with their people. That combination sets SERHANT. apart.”
SERHANT. Utah will launch with over 40 agents from top firms, who together have closed $700 million in sales over the past 12 months. (file image) (Dansker Digital / Adobe Stock) Park City-based agent Julie Snyder will join SERHANT. Utah as a Founding Member, bringing more than $350 million in career sales and a deep care of the state’s natural resources.
“Becoming a Founder at SERHANT. Utah was about finding a company that better matches the way I think about real estate,” said Snyder in the press release. “SERHANT. has built a company around marketing, media, technology, creativity, and innovation in a way that feels aligned with where this industry is headed.”
In addition to working with some of the top names in Utah Real estate, Serhant and his company have developed a proprietary AI platform, S.MPLE, which provides every agent with a powerful generation, marketing, and transaction management tool. With the use of S.MPLE, agents can save hours per week on administrative tasks and focus on providing the best quality service o the best quality properties.
“It saves agents money on administrative tasks and help that they’d otherwise be needing to spend. It helps increase sales volumes: Our average agent who uses it grows their transactions by 44% in the first year,” says Serhant. “It’s totally changed the game—and within a context window and compliance guardrails.”
Due to Serhant’s own impressive sales record of over $10 billion in lifetime sales and his successful Netflix show garnering extensive attention, SERHANT. has more than 11 million followers across social media channels, making it the most followed real estate brand in the world. This creates an organic flow that helps both the company and prospective clients, according to Serhant.
“We reached our clients in the palm of their hand before they ever see an ad,” says Serhant. “It’s an organic distribution funnel for real estate: hyper-specific, across language, across demographic, and across geographic regions to drive organic lead flow for people who are looking to buy, people who are looking to sell, and people who are looking to develop.”