Services directory

Prime global

What is Prime Global and what does it offer to those looking for a dream home?

The aim of Prime Global is to provide a platform for buyers and vendors to showcase and sell exceptional properties. There are three interlinked components. Firstly, in top-end sales, we take on instructions and market properties through the traditional channels. Our instructions will be limited to the ‘best in class’ in any given territory. The second aspect is a search service where buyers can apply to Prime Global to source a property on their behalf. We deploy our global network of over 200 offices and associates as well as contacts to source the applicant’s dream home. Thirdly, our network of contacts linked by an electronic system allows us to market properties on a global scale. This offers vendors an unparalleled service where, for instance, we can take a house in St Tropez and promote it in Hong Kong, South Africa and Moscow through Savills agencies or associates.

What is unique about Prime Global?

The global network of offices is an important unique selling point for Savills and gives us an international platform. Working closely with the international department as well as London Prime and the Country House department, we can offer a seamless service to clients. Our brand is recognised as one of the world’s leading estate agents and we are currently the leading agent by turnover in the UK, third in Europe and fifth in the world.

In terms of criteria, what is of key importance to your clients?

It all depends on the purpose behind the acquisition. Those buying a second, third or fourth holiday home have a very different approach to someone relocating or investing. Beachfront homes and sea views are always sought-after and so many buyers have a romantic notion of a dream home in an idyllic location within the sound of the waves. Those properties are available, but demand is fierce, prices high and the competition ruthless.

The majority of buyers require proximity to an airport with good transport, telecommunications and services. The ‘wow’ factor can be important, but if your mobile phone won’t function, or there are only two flights home a week, the dream is less appealing. Security is key and properties that are not overlooked command a premium. Value for money and the potential for a return on your investment, whether through rental income or resale, should not be overlooked. At Prime Global, we take into consideration all these factors for each client and each location. Fees apply on a case by case basis, but generally follow the local structure.

Can you give some examples of where you have found the perfect solution for a client?

Matchmaking can be fun. I once sourced a very substantial property in a European capital city within 48 hours of being given a very specific brief. The property was not yet on the open market, so we were in a favourable position. I dropped everything I was doing, got on a plane and met the local agent. The buyer bought the property sight-unseen at the full asking price.

Are your clients very selective? How do you cater for long, precise lists of requirements?

Some buyers look to me to advise them and find a property with only a very loose brief, sometimes without a specific location. It’s my job to ask the right questions in order to understand what they need and which locations will suit them best. The flip side is a complex list of particular demands.

The key word to get across is compromise, but I need to gauge when they are ready to accept this. I have been asked to find a property with a certain type of tree-lined drive, a particular colour pool, or, my personal favourite, a ‘snoring room’. This is quite common, when the lady of the house likes to have a bedroom adjacent to the master suite for nights when her husband is prone to snoring!

Which are the most popular areas for second homes currently and why?

The South of France remains top of many lists and is set to stay there. Monaco is the most expensive location per square metre in the world and has the appeal of a tax haven. The Riviera market has been driven by the Eastern European market for the last few years, with an insatiable appetite for grand waterfront homes. The love affair between British and American buyers with Tuscany continues, the Caribbean lures buyers for winter sun and the traditional ski resorts are always popular.

What areas are up and coming?

Up and coming is appealing, but for the top-end buyers it is important to strike a balance between emerging and high risk. Most people look for a minimum in terms of culture and infrastructure, as well as economic and political stability. Vietnam is interesting, given its French heritage and coastline. Mauritius is also one to watch.

What is the most peculiar list of requirements you have been given?

I have been given some unorthodox and sometimes amusing lists of ‘must-haves’. A request for a fully-kitted nightclub in a palatial property in the South of France, complete with DJ booth, go-go poles and dance floor was a challenge.

How is the international market shaping up at the top end this year? How it will develop?

It is difficult to predict trends at this level. It takes very little for people to exercise their natural sense of caution – from an election year to a drop in the markets to a hurricane – but it is probably safe to say that the established markets continue to rise and this appetite brings a new elitism where the very rich seek increasingly lavish homes and trophy properties, such as large estates, private islands and historically significant homes.

What are the positives and negatives of the job?

I have opportunities to travel and see beautiful places, but I do have to spend a lot of time in airports. I am often with clients for several days at a time, so I have to be on my game from breakfast to dinner, which can be challenging. Personality and a sense of humour are important. If you spend 48 hours with someone it is best to avoid boring them senseless!