Savills has launched an ‘experiential’ digital platform named after its prime property magazine for wealthy home movers, Portfolio.
The initiative, which is called Portfolio by Savills, will ‘inform, engage and inspire’ its global clients with a passion for posh property through upmarket photography and editorial.
This will be mixed in with Savills’ housing market data and, as well as a website, emails and social media, will include an annual glossy magazine along as well as a calendar of events, talks and partnerships.
Industry watchers will be wondering if the initiative is a response to fast-growing rival estate agency Modern House, which has been gaining market share within the prime market for some time now with its stylish website, magazines and architectural passions.
Accordingly, Savills’ launch blurb says its new Portfolio by Savills Instagram feed will celebrate the company’s finest properties, “particularly those of architectural and design interest or historical importance, and associations with leading designers such as sculptor David Harber and interior designer Sophie Paterson”.
Justin Marking (pictured), head of global residential at Savills, says: “We recognise that our HNW clients are highly engaged digitally and are invariably global citizens with broad cultural experiences and a passion for property, often having homes in more than one country.
“The creation of an innovative digital experience to complement the print magazine and engage globally with UK and international HNWs was therefore a natural evolution”.
Victoria Bennett, head of brand and marketing at Savills, adds: “Our aim is to engage with our HNW community globally throughout the year on passionate topics, while providing inspiration as they think about their next property move”.
Visit Portfolio by Savills.