Many leading prime property firms have been established for over a century. Typically, they cater to longstanding, generational wealth – with reputations built on trust, discretion and continuity, rather than rapid innovation.

Their brands are rooted in classic British design, with marketing geared towards local offices, print advertising, property brochures, private networking events, sale boards and sponsorships. In very expected ways, their websites and digital footprints are more understated than bold or disruptive.

Many of the agents within these firms tend to come from come from finance, law, or private client advisory – worlds that typically don’t embrace new tools or social media very well. But times, and audiences, are rapidly changing.

Property firms now need to sync with modern, digitally native, global wealth audiences. Tech entrepreneurs, crypto billionaires and Gen Z UHNW heirs that demand more.

Favouring ultra-personalised social content over office space, they expect a digital-first, data-driven approach (something that the likes of DDRE Global have been doing very well). These property buyers trust people more than they trust institutions. Building out credible and honest personal brands is vital, coupled with long-standing relationships with key partners.

At Harwood, we see a future where the Prime & Super Prime space evolves into a holistic ultra-luxury ecosystem, rather than just a property transaction.

Highly agile and devoid of bureaucracy, those that thrive will be the ones that provide concierge-level service that takes care of every aspect of a clients’ needs. From lifestyle advisory (interior designers, architects, art buyers, private aviation and security consultants) to investment strategy (portfolio diversification, off-market deals), these will be highly skilled, multidisciplinary teams that are closer to a high-end wealth management firm than a traditional estate agency.

Catering to an increasingly international clientele, they will be attracting top talent globally. Leveraging the very best local partners – from the UAE, Asia & the US – to deliver a truly seamless service, no matter where in the world a door needs to be opened.

The industry needs to embrace innovative thinkers from other sectors – like luxury branding, investment banking, tech and digital. People that can transform real estate into a media category, just like high fashion or luxury travel. Those that can use machine learning to track ultra-wealth migration patterns and predict the next property hotspots.

Ultimately, discretion will always be key. But an authentic and knowledgeable voice will become increasingly important. And crucially, someone’s ability to survive will be their ability to adapt.

Success tomorrow isn’t about following a well trodden path, it’s about creating your own.

The entire team at Harwood Advisory are delighted, and incredibly proud, to announce the completion of our most recent sale in Academy Gardens – the Grade II listed, Neo-Georgian apartment complex in Kensington, W8.

A new record sale for Academy, it takes us over the landmark of £400 million in transactions since we launched. Achieved off-market, with no advertising or marketing, the guide price for this incredible 4,300 sq.ft property was £14.5 million.

Following a highly considered redesign and sumptuous interior refurbishment – a project that took almost 2 years, the new owner recently took keys of what we believe is a real work of art. The attention to detail on this apartment is, quite simply, exemplary.

What truly elevates this property is the majestic 1,336 sq.ft Reception Room. Originally the library of the school that first sat on this site, the ceiling height is an incredible 4.4m. The walls, now impeccably restored, have welcomed the likes of Noel Coward and Queen Elizabeth, The Queen Mother. The windows look out across the 40ft private Terrace to the communal Gardens beyond.

It was a real pleasure working our good friend Alex Stroud, from Stroud, Fuller, Lurot who introduced the buyer.

The tally of Academy Gardens units sold by Sami Robertson now stands at 24, which we also believe is a record in our industry.

We’re immensely proud of our Track Record. It’s testament to 3 years of hard work, and fantastic relationships.

Thanks to our incredible clients. Your faith in us has meant so much.

Thanks to all of our partners and collaborators. Your counsel, conversations and solutions have helped us in so many ways.

One thing we always remind ourselves is that there’s room for everyone. The large, multi-national agencies CAN work in harmony with the smaller boutique firms. We’ve proven that on a number of occasions.

Ultimately – people buy from people. And that won’t ever change.

Here’s to Year 4.

Onwards & Upwards

March/April 2023

NEW LISTING > GORDON PLACE, LONDON W8
 
Working alongside Stroud Fuller Lurot, we are incredibly proud to introduce this charming and exceptionally light five bedroom period family house along a wonderfully quiet and leafy street in Kensington, W8.
 
This is a spacious and well laid out home on the corner of Gordon Place – over 3,000 sq.ft in size, with a wonderfully secluded front and rear patio garden, as well as a private off street parking space, garage and under pavement vaults. 
 
With three reception / family rooms, the triple aspect windows provide an abundance of green views from almost every angle, this end of terrace house is ideally positioned – almost equidistant from both Holland Park and Kensington Gardens.
 
Gordon Place, London, W8.
3,044 sq.ft (inc. vaults)
5 Bedrooms
Front & Rear Patio Garden
Off Street Parking & Garage
Price: On Application
 
Thanks to everyone at Country & Town House for the superb feature.

Great British Brands 2023 celebrates the start of a new era, and looks ahead to a greener, fairer and more balanced world. It brings together 150 of the country’s finest, and looks at how we’re all creating companies of the future.

Little over 3 years since we launched, we’re beyond proud to be included in the list of #GreatBritishBrands2023 – alongside such well-established, and universally revered names that have been part of our lives for so long:

Anya Hindmarch
Ascot Racecourse
Asprey
Barbour
Berry Bros. & Rudd
Bremont Watch Company
The Conran Shop
CROCKETT AND JONES LIMITED
Fenwick
Harvey Nichols
John Smedley Ltd
Joseph Cheaney & Sons
LINLEY
Molton Brown
Mulberry England
Rolls-Royce
Sunspel
Theo Fennell
Thomas Pink Shirtmaker
Vivienne Westwood
Yardley of London

Huge thanks to the Country & Town House team for considering us worthy of inclusion in this esteemed group. Our travels around London, the countryside and further afield constantly remind us of the craft, quality and excellence within British brands.

A special nod to Leo Caillard for creating the incredible VR cover too.

https://www.countryandtownhouse.com/your-digital-edition-country-town-house-gbb-2023/

As we round off 2022, the Harwood Advisory team wanted to look back on all that has passed this year, as well as look forward to what we can expect in 2023.

It’s been a year of challenges for the country as a whole. But with challenges come obstacles for us all to overcome – and we have to be proud of all that we have achieved as a team, and for our clients.

Our Senior Property Advisor, Anna Lazenbury, writes passionately about the transition from working for a large firm to a more personal, boutique team:

Compared with our experience of working in large firms, it goes without saying that there is a huge difference in hierarchy and levels. With the focus purely on the clients, decisions can be made in a matter of minutes or hours which is ultimately most beneficialTo the client and efficient.

Working in a very close and unified way, we have the ability to be incredibly proactive and service client’s requirements with a very hands on approach – stepping in for each other whenever required. In respecting one another implicitly, we’ve an inherent understanding of how best to deliver for our clients 24/7.

Without a very well known name over the door or established brand behind us, the majority of our business comes through our existing relationships, and the word of mouth referrals that mean so much. Those clients trust us to be on hand to answer all questions and find a solution to their every need. From market values and conveyancing through to how best to dress their property and which photographers to use – we are there with them every step of the way. 

Discretion is paramount. Our clients rightly demand privacy – so we have to make sure everything we do is ‘under the radar’. It’s why most of our deals are completed off-market. This in itself places even greater importance on our contacts and client relationships.

Cumulatively, we have almost 60 years of Prime Central London experience – but now, we are fortunate to not have any geographical restrictions placed upon us. With Susannah’s impressive knowledge of the country market, we are able to help with property requirements across both the breadth of London and the Country without having to “hand over” to anybody. 

This afternoon, we are off to meet a client who is considering offering on an a flat that they would like to refurbish for rentals- but they would like our advice on their proposed layout and finishes. As a trusted old client of Sami’s, they very much appreciate his advice and input – especially within certain developments in Kensington where he has sold a substantial number of apartments. 

From there, I head off to a number of previews that I need to undertake on behalf of a client in search of a lateral property with outside space; This is not something readily available in today’s post-Covid market, but it is precisely why we are instructed by clients – to have access to the widest range of properties, both on and off market. They are prepared to undertake some works to a property but with the sharp increased costs of building works as well as procurement timeframes being quite lengthy I need to make sure any “project” they take on is as transparent as possible and the budget doesn’t overrun.

Harwood offers a very hands on approach with clients. At any one time, we are mindful of only working with a handful of properties, searches and advisory projects. This helps to build a very personal relationship with clients, and fundamentally goes a long way in ensuring we become their ‘go to’ for all property related matters.

As a boutique agency, we all work very hard to create an excellent and knowledgeable reputation in the marketplace. To have built such an incredible track record in three short years is testament to that.

Sami and Susannah and I all share the same ethos and values. We love what we do, and enjoy helping clients. If we can continue to share that enthusiasm, passion and knowledge with our clients, then the future will be a bright and positive one.

67 of the finest individual apartments in London. 

Built in 1914 in the Neo-Georgian style by the esteemed architects H.Percy Adams and Charles Holden, the Grade II listed block is simply stunning.

Each apartment is totally unique – unlike the new build developments that surround it.

Academy Gardens is one of central London’s premier addresses – offering a secure, gated environment with 24hr porter and security, landscaped gardens, residents’ swimming pool and gymnasium.

We currently have the mandate for the sale of 3 apartments in Academy Gardens, one of which is completely off-market. All at different price points.

Deal sealed on £15mn Kensington penthouse

28TH JUNE 2022