Global Real Estate on Fast-Forward: George Azar’s Model for Multi-Market Growth

In the world of luxury real estate, markets often move at different speeds. Some regions are in boom cycles, others are stabilizing, and a few are just beginning to emerge. George Azar, a UAE-based entrepreneur and the Chairman and CEO of Sotheby’s International Realty franchises in the UAE, United Kingdom, and Saudi Arabia, has built a business model that treats these cycles not as barriers but as opportunities.

By carefully expanding into multiple regions and specializing in branded residences, Azar has become one of the most influential voices in high-end property across Europe and the Middle East. His career shows how a single leader can bridge banking, entrepreneurship, and real estate to create a fast-moving, globally connected platform.

From Banking to Real Estate Visionary

Azar began his career in banking, where he developed an understanding of financial structures and investment strategy. By 2013, he shifted into real estate, bringing with him a mindset shaped by finance and deal-making. Instead of entering the market in a conventional way, Azar focused on luxury property—a sector he believed was ripe for innovation and expansion.

Within a few short years, his name became synonymous with high-profile projects, luxury developments, and, above all, branded residences. This niche, which combines luxury hospitality and real estate, would become a cornerstone of his model for growth.

Building Through Acquisitions

Rather than growing one office at a time, Azar pursued a bold expansion strategy through acquisitions. Between 2016 and 2022, his brokerage acquired several well-known firms, including ERE Homes, SPF Realty, C&S Real Estate, Bellview Real Estate, and a brief partnership with Luxhabitat that ended in July 2023. He then extended the Sotheby’s International Realty footprint by launching franchises in the UK and Saudi Arabia in 2023

This approach gave Azar both scale and credibility. Instead of building from scratch, he added experienced teams, existing portfolios, and established reputations under one brand. The result was a network that could serve clients seamlessly across different markets, while also securing exclusive access to some of the world’s most prestigious developments.

Redefining Branded Residences

One of Azar’s biggest contributions to the Gulf real estate market has been his role in shaping the branded residences sector. Traditionally dominated by hospitality giants like Four Seasons or Ritz-Carlton, branded residences combine luxury living with the prestige and services of global lifestyle brands.

Azar saw early on that Gulf investors and international buyers were ready for this model. He introduced global names such as Four Seasons Private Residences, Baccarat, Ritz-Carlton, Mr. C by Cipriani, One & Only Residences, and The Royal Atlantis into the residential space. By aligning world-class branding with regional investor expectations, he created a blueprint that other developers would later follow.

In 2020, Azar brought the Four Seasons Private Residences to Dubai—a project that industry insiders initially doubted would succeed. Not only did it succeed, but it sold out, setting a benchmark for luxury branded living and reinforcing Azar’s instincts. This moment triggered a wave of branded residences that followed, many of which were awarded exclusively to Dubai Sotheby’s International Realty.

Record-Breaking Projects

Azar’s brokerage has overseen billions of dirhams in sales across iconic projects. These include

• Royal Atlantis
• One Za’abeel
• One&Only
• Baccarat Residences
• Eden Hills Villas
• Dubai Harbour Residences
• Red Sea Residences in KSA

These figures highlight more than just financial success. They demonstrate Azar’s ability to enter projects that were once seen as inaccessible, secure exclusive rights, and deliver record-breaking results. His breakthrough with the Royal Atlantis project in 2021—a development no other agency had managed to penetrate—cemented his reputation as a market maker in luxury real estate.

A Model of Multi-Market Growth

Azar’s model rests on three pillars: acquisitions, branding, and diversification.

1. Acquisitions allowed him to scale quickly while adding local expertise in each region.
2. Branding through partnerships with global lifestyle and hospitality companies gave his properties instant credibility and appeal.
3. Diversification across multiple markets—Dubai, Abdu Dhabi, London, Riyadh—helped balance cycles and positioned the company as a cross-border powerhouse.

By bringing these elements together, Azar has created a platform that feels less like a regional brokerage and more like a global player in luxury property.

Industry Recognition

Azar’s leadership has not gone unnoticed. He is often described as one of the most influential figures in Middle Eastern real estate. His ability to see opportunities before they fully materialize—and to deliver results that exceed expectations—has made him a trusted figure among developers, investors, and global buyers alike.

While many firms compete on visibility or marketing, Azar’s success has come from substance: exclusive deals, record sales, and a reputation for execution.

What’s Next?

As the global real estate market faces shifting dynamics, from economic uncertainty to changing buyer expectations—Azar continues to focus on expansion and innovation. The addition of Sotheby’s International Realty in the UK, Abu Dhabi, and Saudi Arabia demonstrates his belief that multi-market presence is essential for future growth.

At the same time, he continues to champion branded residences, which are increasingly viewed as the next wave in luxury property. For Azar, the opportunity lies not only in selling homes but in redefining how people experience luxury living across borders.

George Azar’s journey from banker to real estate entrepreneur is proof that vision, timing, and execution can transform industries. By combining a financial background with a passion for luxury property, he has created a growth model that is both fast-moving and sustainable.

In a sector often defined by local players and fragmented markets, Azar has shown that real estate can be global—if you build the right platform. And as his track record suggests, he is not just keeping pace with market cycles—he’s setting the speed.