FirstTeam® is proud to announce its official expansion into Arizona with the launch of FirstTeam® Scottsdale, led by Community Office Owners Daniel Peden and Janelle Flaherty.
This new chapter represents more than geographic growth. It reflects a strategic alignment of vision, values, and expertise in one of the country’s most dynamic luxury markets.
A Strategic Arizona and Southern California Connection
For Janelle, the inspiration began with the natural synergy between Arizona and Southern California.
“The Arizona and Southern California connection and the opportunities it creates,” she explains, “was a major catalyst. We each serve niche markets that truly complement one another.”
Janelle focuses on equestrian properties and luxury estates, while Dan specializes in luxury renovations, investment, and development. Together, they bring a vertically integrated perspective to residential real estate, one that spans acquisition, value creation, design, and long-term portfolio growth.
Dan had already been exploring the idea of opening a brokerage to align the sales process with his investment and development work. With the addition of their home supply showroom, the Scottsdale office becomes not just a brokerage, but a fully resourced platform for elevated real estate execution.
Built on Experience and Depth
Dan’s journey into real estate began in 2005 with the purchase of his first home and investment property. That experience sparked a passion for investing and long-term value creation. After years of hands-on experience, he earned his real estate license in 2019 to take full ownership of the transaction process and better serve investors and partners.
Today, the Daniel Mark Group specializes in luxury residential investment and private equity, guided by market intelligence and economic trends. From strategic renovations to a 21-unit townhome development currently underway, Dan’s approach is disciplined, data-driven, and focused on maximizing both property value and community impact.
Janelle’s path began even earlier. Raised in a family that viewed real estate as a preferred investment platform, she developed an early understanding of market cycles and long-term wealth strategy. Licensed in Montana in 2005 before transferring to Arizona in 2006, her experience spans commercial and residential sectors.
Over the years, she balanced advisory roles, family life, and operating a horse training business with her husband. In 2019, she committed fully to residential sales with a clear vision: to become the go-to equestrian agent in Arizona’s reining horse industry. Six years later, after surpassing $100 million in sales, she is writing her next chapter with FirstTeam®.
As a member of Global Equestrian Advisors, Janelle specializes in equestrian properties, ranches, and horse farms, bringing firsthand knowledge of the land, the lifestyle, and the unique needs of her clients.
Values That Lead the Way
Integrity. Honesty. Hard work. Excellence. Service.
These are not just words in a mission statement. They define how FirstTeam® Scottsdale operates daily.
Dan describes the culture as authentic, professional, and fun.
Janelle calls it “work hard, play hard.”
Together, they are building intentionally. Growth will be measured and strategic, focused on maintaining high standards and creating a premium experience for clients.
It is important to note that as they establish their foundation, the office is not currently focused on rapid agent expansion. The priority is building systems, strengthening the brand, and ensuring the highest level of service as this new chapter takes shape.
Why FirstTeam®?
For both Dan and Janelle, the decision was clear.
They were drawn to the caliber of leadership, best-in-class marketing, and FirstTeam®’s strength in the luxury space. The brokerage’s forward-thinking approach to technology and agent brand development aligns seamlessly with their long-term vision of building a scalable, premium platform in Arizona.
“The marketing. The leadership. The platform to elevate your own brand. The innovation,” Janelle shares.
FirstTeam® Scottsdale is built on relationships, high standards, and long-term thinking. Dan’s investor mindset brings discipline and transparency to every transaction. Janelle’s equestrian expertise brings authenticity and depth to a specialized market. And together, they believe the process should not only be strategic, but enjoyable.
A New Chapter in the Desert
Arizona is known for its bold landscapes, refined luxury, and entrepreneurial spirit. FirstTeam® Scottsdale embodies all three.
As FirstTeam® continues its national expansion, this launch represents more than a new office. It signals the beginning of a thoughtfully built presence in the Arizona luxury market, grounded in excellence and driven by vision.
Please join us in welcoming FirstTeam® Scottsdale and congratulating Daniel Peden and Janelle Flaherty as they open this exciting new chapter.