In the fast-paced world of luxury real estate, very few leaders have been able to leave a mark as bold and lasting as George Azar. Over the course of 26 years, he has evolved from a banker in the executive suites of the financial world into a market disruptor who has transformed how luxury real estate is built, marketed, and sold across multiple countries.
Today, Azar stands at the helm of Sotheby’s International Realty franchises in the UAE, the United Kingdom, and Saudi Arabia. Under his leadership, the brand has grown into a trusted force in ultra-prime property sales, known for delivering record-breaking transactions and introducing new ways of thinking about real estate. His story is one of strategic risk-taking, persistence, and the ability to connect financial acumen with real-world demand.
A Banker’s Foundation
Azar’s early career began in banking, where he worked on complex financial structuring and investment strategies. It was a world of numbers, deals, and precision, one that taught him the value of discipline and the importance of seeing opportunity where others might only see risk.
That background became the bedrock for his future career shift. By 2013, Azar decided to take on a new challenge in luxury real estate. He recognized that the market was ripe for transformation, especially in the Gulf region, where international buyers, global brands, and lifestyle expectations were converging in unprecedented ways. His move was bold—leaving a stable banking career for the unpredictable nature of property markets—but it was also visionary.
Entering Real Estate at Full Speed
From the beginning, Azar approached real estate differently. Instead of simply joining the industry’s traditional way of doing things, he saw opportunities to merge finance, global branding, and lifestyle experiences. He specialized in ultra-prime properties, the kinds of homes and developments that go beyond luxury to become status symbols.
He also quickly embraced the idea of branded residences—developments that carried the names of world-famous hospitality and lifestyle companies. For Azar, this was more than a sales strategy. It was about redefining what luxury living could mean for buyers, giving them a sense of prestige, service, and exclusivity that extended beyond the walls of their homes.
A Leader in Branded Residences
One of Azar’s biggest contributions to the industry has been his pioneering work in branded residences. He played a central role in bringing international names like Four Seasons Private Residences, Baccarat, Ritz-Carlton, Mr. C Residences by Cipriani, One & Only Residences, and The Royal Atlantis into the residential market across the Gulf.
In 2020, he introduced Four Seasons Private Residences to Dubai. Many in the industry doubted the project’s potential, believing that the pricing would scare away buyers. Instead, it sold out quickly, proving Azar’s instinct right and setting a new standard for luxury living in the region. That success became a catalyst, sparking a surge of branded residence projects across Dubai and beyond—many of which were awarded exclusively to Dubai Sotheby’s International Realty.
Building Through Acquisitions
Another hallmark of Azar’s leadership style is his strategic use of acquisitions to build scale and expertise. Between 2016 and 2020, he acquired several established real estate firms, including ERE Homes, SPF Realty, C&S Real Estate, Bellview Real Estate. He also partnered with Luxhabitat that ended in July 2023. These moves consolidated his position in the market, added strong local teams, and gave him the ability to operate at both regional and international levels.
Later, the expansion into the United Kingdom and Saudi Arabia under the Sotheby’s International Realty brand further cemented his role as a global player in luxury real estate. Each acquisition and expansion was not just about growth in size, but about strengthening relationships, expanding expertise, and creating a truly multi-market operation.
Leadership Style: Vision With Execution
What sets George Azar apart is not only his willingness to take risks but also his disciplined approach to execution. He combines a sharp eye for global trends with the patience and detail-oriented mindset he developed in finance.
Azar is also known for investing in people. He focuses on mentorship and collaboration, building teams that share his long-term vision. By empowering talent within his companies, he has created a culture where innovation is encouraged, and success is measured not just by sales but by reputation and client satisfaction.
Shaping the Next Era of Real Estate
Today, Azar is recognized as one of the most influential voices in luxury real estate in the Middle East. His work in pioneering branded residences and executing record-breaking deals has redefined the landscape. Yet, he continues to look ahead.
The future, as he sees it, lies in expanding further across global markets and continuing to align lifestyle and luxury in innovative ways. For him, real estate is not just about properties; it is about creating experiences, building trust, and setting new benchmarks for what buyers can expect.
George Azar’s journey from the executive suite of banking to becoming a disruptor in real estate is a story of vision, courage, and persistence. Over 26 years, he has built not only a business empire but also a legacy of transformation within the industry.
By challenging traditional models, pioneering branded residences, and building strong multi-market platforms,l. Azar has shown how one leader’s determination can reshape entire sectors. As the global demand for ultra-prime real estate continues to grow, his influence is likely to remain just as strong—if not stronger—in the years to come.
