SERHANT joins ARA in ‘major step forward’ for the association
The brokerage follows REMAX, Compass International Holdings, Douglas Elliman and others in giving agents the option to join the potential competitor to NAR.
Rapidly-growing brokerage SERHANT, led by celebrity broker Ryan Serhant, has joined the American Real Estate Association (ARA), the organizations announced on Nov. 9.
Expanding ARA's reach: Serhant founded his firm in New York in 2020, and it has since expanded to 20 states and to Washington, D.C. With its new alignment with the ARA — a potential competitor to the National Association of Realtors — the brokerage's more than 2,000 agents will have the option to enroll as members without paying an annual membership fee for 2026 or 2027.
Since its national expansion efforts began in 2023, SERHANT has steadily grown across the country. So far in 2026, the brokerage has launched new markets in California, Texas, Colorado, Massachusetts and Illinois. Meanwhile, the ARA, which was co-founded by Jason Haber and Mauricio Umansky in 2024, now has more than 30,000 members, Haber confirmed.
ARA takes a 'major step forward': The addition of SERHANT's physical market scope and Serhant's global media network spanning more than 11 million followers will help bring a new level of exposure to the ARA and marks a "major step forward" for the association, according to Haber and Umansky.
"It shows that this industry belongs to true professionals who are fiercely dedicated to their clients and to delivering the highest level of service," the co-founders said in a joint statement.
A path to success through innovation: Serhant, who serves as CEO of his eponymous firm, said that obtaining success in the industry comes through innovation and providing value — steps he said the ARA is taking to elevate the industry "while fighting for homeownership across the country."
"Aligning SERHANT with ARA gives our agents an even stronger platform to educate consumers, advocate for clients, and shape where this industry goes next," he said in a statement.
Gaining momentum: In the 14 months prior to Monday's announcement, REMAX, Compass International Holdings and Douglas Elliman had all joined the ARA. Their participation is a sign that the industry is ready for something different, according to RLTYco Co-founder and CEO Briggs Elwell, who serves on the ARA's board. The association also announced this year that former REMAX President Chris Lim and investor Andrew Dodge were joining as board members.
"The rapid convergence of industry leaders under ARA's umbrella shows how hungry the market was for modern, agent-first leadership," Elwell said in a statement.
In addition to growing the organization with more staff and members, the ARA has been focused on increasing its advocacy efforts. It partnered with Missouri Realtors over the summer to fight proposed amendments to Missouri's constitution that the organizations said could increase homeowner costs in real estate transfers. The ARA has also fought New York City's pied-a-terre tax and the ULA — or "mansion" tax — in Los Angeles, Umansky recently told Real Estate News, and is working to find more affordable housing solutions.