A new estate agency has launched in London with plans to target vendors whose homes offer something different from the standard property listing.
Specialist focus on distinctive properties
Orato Estates will specialise in design-led and distinctive homes, ranging from restored period properties to architecturally unusual houses and apartments. Rather than pursuing a high-volume model, the agency says it intends to build a smaller, selective portfolio based on architecture, interiors and individual character.
Founder's background and philosophy
The business has been founded by Andreas Abasaid, whose background includes luxury marketing, creative industries and entrepreneurship. “We wanted to create an agency for the homes that don’t necessarily fit neatly into the traditional property box,” Abasaid said. “The homes where you walk in and immediately feel that someone has cared about every detail.”
The agency’s approach is based around the philosophy that “some homes are special because someone has put love into them”. As a result, Orato plans to adopt a more editorial and design-focused approach to property marketing rather than competing primarily on listing volumes.
Initial focus and market positioning
Initially focused on London, the agency plans to work with private sellers and developers. It will also build relationships with architects and interior designers to source suitable properties.
The launch adds another specialist operator to London’s agency market, where a growing number of firms are seeking to differentiate themselves through tightly defined property niches.
