How would you characterize the dynamics of the real estate market, the luxury segment in Romania? What are the peculiarities?

I would say that it is indeed a dynamic and growing market. Empty land suitable for development is in high demand everywhere, but even more so in the northern part of Bucharest, being considered a premium area. As these are increasingly rare to find and permits are increasingly difficult to obtain, prices are rising, becoming a luxury to afford an apartment in the Kiseleff or Aviatorilor area for example. The Herastrau area is still extremely sought after due to the proximity of the park and all that it has to offer. However, we are very happy to see an increase in the desire of customers to live in such premium areas and in apartments with the highest quality finishes, which care about details.

What are the characteristics of a property to bear the luxury, premium label?

A property can be considered luxury and worthy of our portfolio having the following characteristics: premium area, which means secluded, quiet, mainly the north of the capital; the best quality finishes, both of the apartment and of the building, lobby areas and imposing entrances, parking spaces available for purchase, security and non-stop surveillance, concierge system, and last but not least a spectacular view.

What are buyers' Requirements for Premium Properties?

When you decide to invest a significant amount of money in a premium property, you are automatically much more demanding with your requirements. We have two categories of clients, namely: those who are looking for a property to live in and those who are looking for investment. Of course, the decisive factors are quite common: the quality of the finishes, the area, the footage, their ratio in relation to the price. For a family, space is very important, so it must have as much footage as possible, storage spaces are often an important factor and obviously a fair price. On the other hand, for investors, the footage is not the key factor, but the price and the highest yield that that apartment can bring if it will be rented or in the situation in which we will resell it. Even among investors they can be grouped into several categories, those who buy at the project level and then resell that the project is nearing completion, where prices can rise up to 20%, and investors who make purchases for rent, both of apartments but also of small commercial spaces, boutique type.

Here comes a much broader consulting, in the sense that, together with our clients who want for investment, we sit at the table in our office, make a list of the best options, analyze the strengths and weaknesses for each apartment of interest and we see what the yield would be after renting or reselling.

This is also the reason why we want all our buyers to have an overview of the targeted areas and projects, so as to make sure that they place their money where and how it should be.

What are the elements that differentiate you from other companies in the luxury market?

The main key element that differentiates us is not only the fact that we offer consulting in our office, but moreover, the fact that for us, inviting clients in the office and consulting is the main starting point for the experience that will follow with us to finding the right property.

Because our clients are busy and calculated people, we want the services we offer to meet their needs, saving them a lot of wasted time on the ground, because it often happens that you get there and it is not exactly what you imagined.

Thus, during the consulting, we present to the clients the best offers from our portfolio according to their requirements, pictures and videos with the inside, but also with the outside and last but not least, the exact location on the map.

But in the end, anyone can do this, which is why the human factor for us as the only luxury real estate company in Romania is essential.

The way we expose certain aspects, the way we maintain our relationships with our customers, be they buyers or sellers, the vibe in our office, but also the attitude of our consultants, the details of how we serve their coffee, or the fact that they the possibility to choose a glass of wine or a cigar from a personalized menu, I think they are more than differentiating elements.

What services do you offer to developers and how does the partnership with them work?

Over time, the relationships we have developed with our partners, or developers as everyone calls them, are far beyond a simple brokerage contract.

The niche and aggressive marketing that we do inside our company, really generates extremely important potential buyers, so the main aspect we fulfil is a concrete portfolio of buyers, carefully prequalified by us, but also the attention with which we take care to present the projects that we trust and that we love.

We have dedicated consultants on each project in the portfolio of ANG Luxury Properties, consultants who fit that project, so again the human factor intervenes, to which we care so much.

Obviously, in addition to our usual activity of selling the product, which we always take care to do as well as possible and in the smallest detail, we focus on offering a complete package of marketing services, for the best possible visibility. We offer services of: graphic design, Facebook Ads, Google Ads, social media management and a complete package of photo / video services.

The partnership with them is very much about maintaining a very good communication, transparency and full trust that we offer each other. Thus, we manage to combine the requirements of all our partners and clients and to create beautiful communities in each project that we have the pleasure to take care of.

What are those skills, key competencies that a successful real estate broker should have - focus on the luxury segment?

First of all, we tried to remove this broker concept from the "job description" of our company because the world perceives this word in an unpleasant sense and does not understand the true value that we bring to the market. Thus, we replaced the word "broker" with the word "real estate consultant", because this is exactly what differentiates us, consulting and the complete package of services offered.

I consider that when you don't understand, you don't perceive the details of an activity based on luxury products, I think you can't sell anything, not just real estate.

Luxury means an amalgam of feelings that you have to make available to the buyer, starting with the location and the way your office looks until the way you present a property.

In addition to the classic skills that any person working in sales must have, in this luxury segment, it is essential to pay attention to details, to know how to make ample, clear, beautiful presentations, to reach key elements that include both an overview of the area, forecasts for a longer or shorter period, as well as a specific analysis depending on the level of investment, but also details related to LifeStyle.

What are the global trends in this segment and how are you connected to them?

We are inspired only by the United States, so we are more than connected to everything that means the real estate luxury market there, because we aim to expand globally, and the opening of a luxury real estate office in NY and LA is the goal for which we work every day.

Obviously we are aware of what is happening in the big capitals of Europe, we have information about the prices there and how they evolve and we realize that Romania is a fairly new market in this segment, an extremely good pole of investment, where more and more foreigners want to place their money.

What are ANG Luxury Properties' flagship projects this year?

Kiseleff 16, La Gloire - Warsaw 6, Rahmaninov Residence, FZeen Floreasca Lake, WIN Herastrau, One Modorgan, One Peninsula, One Mircea Eliade are the luxury projects that are part of the ANG Luxury Properties portfolio.

S Residence Mamaia is again a flagship project that we have the pleasure to take care of and to represent it exclusively.

Because Mamaia has developed extremely much in recent years, but there are very few luxury projects, WIDA Residence is the second seaside project that is part of our portfolio.

What goals have you set for this year and 2022?

The objectives of this year, as well as of next year, are to expand, to open a boutique office in each area in the north of the Capital, in order to have an even greater coverage on each one and, of course, professionals dedicated to them to collaborate with each other. to offer our customers the best possible experience.

The primary objective for the next 2 years is to list on the stock exchange and attract new investors to expand nationally and internationally.

Just sold! - Zambaccian Apartment

 by Bianca Draghici

We've just opened a new office!

 by Bianca Draghici