The Financial Times is investing in its FT Property Listings brand with new editorial content and a new website as a result of strong demand for its property coverage.
Readership of the FT’s coverage of the global luxury real estate sector has nearly doubled since the beginning of 2016, and its House & Home section has seen a 82 per cent increase in traffic. FT advertising revenues grew 17 per cent year on year for the sector.
Since its launch in 2015, FT Property Listings has been an important route to market for high-end suppliers, hosting 80,000+ luxury listings from clients including Sotheby’s International Realty, Christie’s International Real Estate, Barnes International Realty and Mayfair International Realty. As reader demand has grown, the FT has added new tools to the site, including the ability for customers to setup alerts when properties meeting a preset criteria become available.
Jane Owen, editor of FT House & Home, said: “As the House & Home brand celebrates its 10th anniversary we continue to strengthen and grow our editorial offering. The bespoke journalism on FT Property Listings aims to provide regional snapshots and practical advice to our global readers, 42 per cent of whom own multiple properties.”
Chris Nardi, FT global luxury advertising director, commented: “Property is a key sector for the FT, and consistent growth in ad revenues ensures we continue to develop our premium product, meeting the needs of both readers and advertisers. The listings site already has strong engagement levels, high return visits and sales conversion, but we see an opportunity to deepen that engagement with new editorial content.”
Editorial coverage will be curated by Alida Smith who is promoted to online property journalist, leading a team of contributors. News and features will cater to the FT’s international, high net worth audience, focusing on new destinations and the considerations of managing international property portfolios.
Backend technology supporting the new FT Property Listings is provided by Hong Kong based listings provider Asia Interactive Services, publisher of PropGoLuxury.com
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About the Financial Times:
The Financial Times is one of the world’s leading business news organisations, recognised internationally for its authority, integrity and accuracy. Providing essential news, comment, data and analysis for the global business community, the FT has a combined paid print and digital circulation in excess of 805,000. Mobile is an increasingly important channel for the FT, driving more than half of total traffic.