Luxury property PR operates by different rules — and agencies that do not understand those rules consistently underperform for developers at the top of the market. The differences begin with the publications that matter. UHNW buyers are not reading the local property supplement — they are reading the Financial Times, Wallpaper, Robb Report, The World of Interiors and a handful of other titles whose editorial standards are exceptionally high and whose property teams have limited, carefully curated space.
Securing genuine editorial coverage in those publications requires relationships that take years to build, stories that meet the standards of those publications' editorial teams, and a level of presentation — both visual and written — that reflects the quality of the development being represented. Submitting a press release to the FT Weekend property desk and expecting coverage is a category error that reveals inexperience.
The timelines in luxury PR are also longer. Major editorial features in premium publications are planned months in advance, often require exclusive access or interview opportunities with developers or architects, and need to be cultivated rather than pitched reactively. This means luxury PR strategy must begin before a development launches — often 12 to 18 months before the first sales appointments.
Tell us about your development and your goals. We will come back with a clear view of how we can help.