Demonstration site — all properties, people, prices and results are fictional. Details
The practice
A concept team small enough that a partner is present at every showing and every negotiation. Twelve assignments a year, in the scenario, and no juniors.
Fictional — these advisors do not exist. Names, biographies, specialisms and portraits are invented for a portfolio concept, and no licence or credential is claimed or implied.
Founding Partner
Bayfront estates, provenance sales
Imogen is a fictional advisor created for this concept. She leads positioning on the practice's largest waterfront assignments and writes the market letters that appear in the Journal.
In the scenario we present, she came to real estate from architectural publishing, which shapes how the practice photographs, sequences and describes a house.
Founding Partner
Negotiation, off-market representation
Desmond is a fictional advisor. He handles the negotiation stage of every concept assignment and maintains the practice's imagined buyer register.
His invented background is in maritime survey work, which the concept uses to explain the practice's unusual attention to docks, seawalls and elevation.
Partner, Islands
Longboat Key, Siesta Key
Nayeli is a fictional advisor responsible for island assignments in this concept, from mid-century restorations to new bayfront construction.
She is presented as the practice's specialist in dock depth, beach access rights and the small differences that decide island value.
Director of Presentation
Photography, staging, launch material
August is a fictional member of the concept team who directs how every imagined property is photographed, drawn and printed before launch.
The concept credits him with the practice's rule that no house goes to market until it has been seen at three different hours of the day.
“They told us not to renovate the kitchen, which cost them money and made us money. That is the whole relationship in one sentence.”
“We were shown four houses instead of forty, and the fourth one was ours. Somebody had clearly done the reading.”
“The launch material looked like a monograph, not a flyer. Our neighbours asked who the publisher was.”