The firm announced the launch of The Agency Morgantown, marking its debut in the state and extending its expanding U.S. footprint into a market better known for livability and steady growth than flash-and-flair luxury headlines. The new office will be led by Ryan Bashour, a longtime Morgantown real estate leader and Managing Partner.
The move reflects The Agency’s broader expansion strategy: targeting lifestyle-oriented, high-potential markets that combine affordability, strong local economies, and long-term demand drivers—rather than focusing exclusively on traditional luxury hubs.
Why Morgantown, and why now
At first glance, Morgantown may seem like an unconventional choice for a luxury boutique brokerage with roots in Beverly Hills. But that contrast is exactly the point.
“Morgantown stands out as a market where lifestyle, accessibility, and long-term growth intersect,” said Mauricio Umansky, CEO and Founder of The Agency. With West Virginia University anchoring the local economy and a growing medical and research presence, Morgantown continues to attract professionals, families, and relocating buyers seeking more value without sacrificing quality of life.
Affordability is a key differentiator. As housing costs remain elevated in major metros, secondary and tertiary markets with strong amenities are drawing renewed interest—both from buyers and from brokerages looking to grow where demand is durable rather than cyclical.
A strategic expansion, not a one-off
The Morgantown launch fits into a much larger expansion story.
The Agency opened 27 new offices in 2025 alone, making it one of the fastest-growing luxury boutique brokerages globally. With more openings planned for 2026, the firm has made clear that growth is not slowing—though it remains selective about markets and partners.
James Ramsay, EVP of The Agency’s Franchise Division, pointed to Morgantown’s blend of vibrancy and community appeal as a natural fit. Anchored by a major university and supported by healthcare, research, and outdoor tourism, the region offers a rare mix of economic stability and lifestyle appeal.
For The Agency, this is less about chasing short-term transaction volume and more about building long-term brand presence in markets positioned for steady appreciation.
Leadership with local credibility
A critical element of The Agency’s franchise strategy is pairing its global brand with deeply rooted local leadership.
That’s where Ryan Bashour comes in.
After building a brokerage in Morgantown from the ground up, Bashour brings firsthand knowledge of the local market, buyer behavior, and regional dynamics. His role is to translate The Agency’s “white-glove” service and elevated marketing into a context that resonates locally—without losing authenticity.
“Morgantown is scenic, energetic, and deeply rooted in community,” Bashour said, pointing to the area’s access to outdoor recreation, from hiking and river activities to nearby skiing. The new office will serve not only Morgantown and North Central West Virginia, but also neighboring areas of Southwestern Pennsylvania, extending its reach beyond state lines.
The Agency’s growth by the numbers
The Morgantown opening adds to an already sizable global footprint:
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150 offices across 14 countries, and growing
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Named by the Financial Times as one of America’s Fastest Growing Companies
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Ranked on the Inc. 5000 list of fastest-growing private companies for seven consecutive years
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Ranked 13th on the 2025 RealTrends 500
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The fourth-largest privately held independent brokerage in the U.S. by sales volume
The brand’s visibility extends beyond industry rankings. The Agency is consistently named Luxury Brokerage of the Year by Inman and is widely recognized through its presence on Netflix’s Buying Beverly Hills, which ran for two seasons.
Leadership recognition has followed as well. Umansky ranked #30 on the Swanepoel Power 200, while President Rainy Hake Austin was named to the Swanepoel Power 200 Watchlist in 2025.
What this signals for the luxury brokerage market
The Agency’s entry into West Virginia reflects a broader recalibration underway in luxury real estate.
As buyer preferences shift toward space, lifestyle, and relative affordability, luxury brokerages are redefining what “luxury” means geographically. It’s no longer confined to coastal metros or resort enclaves; it increasingly includes livable, experience-driven markets with strong fundamentals.
For competitors, the message is clear: growth isn’t just about adding offices—it’s about choosing markets where brand differentiation and service depth can matter over the long term.
Looking ahead
With Morgantown now on the map, The Agency continues to execute on a strategy that blends rapid expansion with selective market entry. By pairing global reach with local expertise, the firm is positioning itself to capture demand wherever lifestyle, value, and growth converge.
Bottom line: The Agency’s Morgantown launch is less about breaking into a new state and more about doubling down on a proven expansion playbook. As luxury real estate broadens beyond traditional hotspots, markets like Morgantown may increasingly define the next chapter of brokerage growth.
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