Design-focused estate agency opens in London market

A new residential estate agency has opened in London with a focus on properties characterised by architectural design and interior detailing.

Orato Estates, founded by Andreas Abasaid, will concentrate on homes including period restorations, architecturally distinctive properties and those with designed interiors. The agency plans to adopt a selective approach rather than pursuing volume-based sales.

Abasaid, whose professional background includes work in marketing and creative sectors, stated the agency aims to serve properties that differ from standard residential stock. “We wanted to create an agency for the homes that don’t necessarily fit neatly into the traditional property box,” he said. “The homes where you walk in and immediately feel that someone has cared about every detail.”

Market positioning

The agency will combine traditional estate agency services with what it describes as an editorial approach to property marketing. Initial operations will focus on the London market, offering both sales and lettings services.

Orato Estates intends to work with private vendors, developers, architects and interior designers to build its property portfolio. The launch comes as moving costs have fallen slightly but remain significantly elevated compared to a decade ago, potentially affecting transaction volumes in the capital.

The agency’s positioning targets a specific segment of the London property market, focusing on homes where design and architectural elements are prominent features. This approach differs from mainstream agencies that typically handle broader property portfolios across various price points and styles.

The new entrant joins a competitive London estate agency market that has seen various specialist firms emerge in recent years, each targeting particular property types or client segments. While specialist property services continue to develop across different market sectors, the success of niche agencies typically depends on their ability to access suitable inventory and connect with appropriate buyer demographics.

Orato Estates has not disclosed specific sales targets, office locations, or staffing numbers at launch. The agency will operate across London’s sales and lettings markets, working with both private clients and property professionals.