Why the Future of Prime Property Lies Beyond Tradition

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.