Ryan Serhant, celebrity real estate broker and star of Netflix's Owning Manhattan and Million Dollar Listing New York, sat down with Arabian Business on the sidelines of the inaugural Game Changers Dubai Real Estate Summit at Coca-Cola Arena in October 2024. He spoke candidly about Ryan Serhant's Dubai real estate observations, his global brand-building strategy, and why he believes the emirate is one of the world's most compelling investment markets right now.
Dubai Is a Top-10 Global Real Estate Investment Destination
Serhant's headline verdict was unambiguous: "Dubai today is a top 10 global real estate investment play." He pointed to a widening pool of international buyers — from New York, Los Angeles, Miami, Hong Kong, Paris, and London — who are now actively considering Dubai alongside their home markets.
"Every 10 years, Dubai reinvents itself — a quality other cities just don't have," Serhant said, adding that this cycle of reinvention creates a continuous pipeline of opportunity for both developers and investors.
He singled out Palm Jebel Ali as a project that captures that spirit. "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 also noted the value gap between Palm Jebel Ali and the more established Palm Jumeirah, suggesting early buyers are well-positioned for appreciation.
Luxury at a Scale "Unparalleled Anywhere Else"
During a tour of an AED 130 million luxury villa, Serhant was struck by the level of craftsmanship on display. "The luxury, the finish, and the scale — it's something you don't find anywhere else in the world," he said. He described Dubai's ultra-high-net-worth residential market as rich with aspirational potential, driven by buyers who expect and can afford the very best.
For Serhant, Dubai's competitive edge in the luxury segment is not just about aesthetics — it is about liquidity. An ever-expanding city with strong international demand means assets are easier to buy, sell, and exit than in comparable markets.
On the sustainability challenge that rapid growth brings, he was measured but optimistic: "Dubai is the most flexible city in this aspect, and I have no doubt they will solve these problems faster than anyone else."
How Netflix Turned Serhant Into a Global Brand
The release of Owning Manhattan on Netflix accelerated Serhant's international profile dramatically. The show gave him reach far beyond the traditional real estate media ecosystem, introducing his brand to audiences across Europe, Asia, and the Middle East — including, crucially, Dubai.
Serhant has consistently used that platform to showcase premium properties and reinforce his positioning as a luxury market authority. The lesson he draws for Dubai agents is direct: build your presence where high-net-worth clients are consuming content, not just where they are buying property.
Advice for Dubai Real Estate Agents
Rather than chasing buyers directly, Serhant urged Dubai agents to invest in a "circle of trust" — cultivating relationships with the attorneys, bankers, interior designers, and contractors who already serve affluent clients. These are the referral nodes that consistently unlock the highest-value transactions.
He also emphasised social media as a non-negotiable channel: Instagram, LinkedIn, and podcasts are where trust is built before a buyer ever makes contact. Direct messaging and newsletters, he argued, remain underused tools for maintaining relationships with warm leads.
"Dubai Is an Opportunity"
Despite his deep roots in New York — which he insists retains its own irreplaceable character — Serhant acknowledged that Dubai's trajectory is exceptional. "Dubai is an opportunity," he summarised, positioning himself as eager to be part of that growth story.
The Game Changers summit, which drew nearly 3,000 real estate professionals to Coca-Cola Arena, was the first ticketed event of its kind in the UAE — itself a signal of how seriously the industry is taking brand-building and professional development.
