Part of the Compass Tops Luxury Real Estate index.
SERHANT. ranks #5 in the EPR Luxury Real Estate Brand Authority Index Q1 2026, with a Brand Authority Score of 68 on a 0-100 scale. The index, which analyzed Q4 2025 earned media coverage across 12 tier-1 business, real estate, and luxury publications, places the Ryan Serhant-led brokerage in the upper half of the top 10, between The Agency at #4 (71) and Christie's International Real Estate at #6 (65). SERHANT.'s position reflects an earned media model built around a single, media-trained principal and the highest social-to-earned conversion of any brand in the index.
What the EPR Luxury Real Estate Brand Authority Index Measures
The index scores brokerages across four dimensions, Coverage Volume, Authority Quote Share, Sentiment Index, and Reporter Reach, which combine into a composite Brand Authority Score with a maximum of 100. The analysis window is Q4 2025, and the publication set is the 12-publication panel, including The Wall Street Journal, Bloomberg, The New York Times, Mansion Global, The Real Deal, and Inman, among others. Top-10 finishers cluster between 49 and 87.
Why SERHANT. Ranks #5
SERHANT.'s score of 68 is built on a concentrated, principal-led media engine. According to the index, Ryan Serhant's personal brand drives nearly all of SERHANT.'s earned coverage. That dynamic places SERHANT. squarely inside the index's most prominent cross-brand pattern, "The CEO is the brand", in which eight of the top 10 brokerages have a single named executive driving the majority of earned coverage. The index also notes that brokerages without a media-trained, quote-ready CEO struggled to break tier-1 regardless of size. SERHANT. is the inverse case: a brokerage whose tier-1 footprint runs through one quote-ready principal.
The index attributes a second distinguishing trait to SERHANT.: the highest social-to-earned conversion in the index. That conversion, turning social audience into tier-1 citations, separates SERHANT.'s model from the legacy brokerages above it on the leaderboard. The index characterizes SERHANT. as "built differently than legacy brokerages, and the data shows it works."
At 68, SERHANT. sits 19 points behind #1 Compass (87) and 14 points behind #2 Sotheby's International Realty (82), but ahead of #6 Christie's International Real Estate (65), #7 Corcoran Group (61), #8 Coldwell Banker Global Luxury (58), #9 Brown Harris Stevens (54), and #10 Engel & Völkers (49). The gap to the leaders reflects the score advantages held by brokerages that defined the post-NAR settlement narrative early, the index names Compass, Sotheby's, and Elliman as still capturing those citations months later.
The Ryan Serhant Factor
Ryan Serhant is the named executive associated with SERHANT. in the index. The index's characterization is direct: his personal brand drives nearly all of SERHANT.'s earned coverage. That concentration is consistent with the index's broader finding that named-spokesperson reliability is a precondition for tier-1 luxury real estate citations. Tier-1 reporters, the index notes, cite the same five to ten brokerages repeatedly because those brokerages have built the relationships, the data feeds, and the named-spokesperson reliability that beat journalism requires.
The trade-off embedded in SERHANT.'s model is also visible in the index's findings. Six of the top 10 brokerages had more than 35% of Q4 coverage come from fewer than five reporters, and the index flags reporter diversification as the most underweighted variable in luxury real estate PR. A model anchored to a single principal is, by construction, a model that has to manage that concentration risk deliberately.
Where SERHANT. Sits in the Broader Luxury Real Estate Story
Two of the index's cross-brand patterns illuminate SERHANT.'s #5 position. The first is "The CEO is the brand," which SERHANT. exemplifies more completely than most peers, the index says Ryan Serhant's personal brand drives nearly all of SERHANT.'s earned coverage, not merely a majority. The second is the index's framing of earned media in luxury real estate as a citation infrastructure problem, in which tier-1 reporters return to the same five to ten brokerages repeatedly. SERHANT.'s top-five finish indicates it has cleared that threshold in Q4 2025.
The index also flags an angle specific to SERHANT.'s model: the highest social-to-earned conversion of any brand in the top 10. That metric describes a pipeline from owned social channels into tier-1 earned coverage, a configuration the index says works for SERHANT. despite the brokerage being built differently than legacy peers.
At a Brand Authority Score of 68, SERHANT. enters the next refresh of the EPR Luxury Real Estate Brand Authority Index with a position defined by principal-led citation density and social-to-earned conversion. Closing the gap to the top three would require either broadening the named-spokesperson set beyond Ryan Serhant or further compounding the citation infrastructure the index identifies as the category's defining variable.
