Chris Graham shares his thoughts on the branded residences sector, and the recently published 6th edition of his acclaimed branded residences report Branded Residences: An Overview with our CEO Jason Payne
JP: For those of us who work in the branded real estate sector, you have a stellar reputation, and a veteran in the sector who is held in extremely high regard; for our readers who may not know you, please share a little about your background, experience, and when you first entered the sector?
CG: My career has been quite varied. After studying business in Montreal, I started in sales at IBM before heading into the City with institutions like UBS and Morgan Grenfell.
Thereafter I moved into consultancy, heading up marketing advisory services at Baker Tilly Consulting, and then on to Business Link (the Government’s business support agency) as Marketing Director.
To be honest, real estate was never in my plans before I was recruited as Group Marketing Director at Hamptons International.
This was a challenging role (and with a fair amount of internal politics to navigate) but I found it surprisingly stimulating, overseeing the company’s rebranding and introducing some innovative marketing initiatives to the industry.
When the company was sold to new owners I decided to return to consulting, unsurprisingly picking up several property clients.
JP: Now in its 6th edition, the branded residences report, Branded Residences: An Overview has become the ‘go to’ resource and is described as essential reading by many who work in the industry. You publish this for free, so what inspires you to produce such a valuable report, I imagine it must be extremely time-consuming?
CG: It certainly is – especially with my day job and clients to look after! I’m often asked why I don’t charge for it, but that would severely limit the circulation; as it is, I get enquiries from all over the world, and industry practitioners forward it on to their clients and staff.
I have turned down sponsorship offers as I believe the report’s independent perspective is key to its appeal, and I am free to write as I choose.
Over the past 20 years, I have been fortunate to work with some incredible developers on landmark projects around the world, a handful of which exposed me to the world of branded residences in the early days.
The concept immediately struck me as a no-brainer and I became curious why more developers weren’t adopting this ‘win-win-win’ model; however, when I went to find out more, to my astonishment I found there was no information on the subject, and that many people had never heard of branded residences – no exaggeration!
So, I started to research and compile the first ever study of this exciting emerging sector. When you consider the market today it is remarkable to think this was only published a decade ago.
With a consulting background I have always been involved in research, and I am also a copywriter, so these reports bring together two elements that I enjoy.
They keep me on top of market trends, connect me with global industry experts (whose brains I regularly tap!), and are an ongoing source of new enquiries, contacts and clients.
A key motivation is the positive feedback I receive, which makes all the hard work worthwhile.
JP: Given your extensive experience, how do you see the branded residences sector evolving over the next decade, particularly in terms of balancing lifestyle appeal with investment value?
CG: I’ve made various predictions in previous editions, including more non-hospitality brands, the growth of the upscale and midscale segments, more standalone, and a greater focus on wellbeing and ESG. I also believe that:
- There is a huge opportunity in branded senior living.
- The TPO (third party operator) sector will boom in line with the seismic industry shift towards franchising combined with the emergence of more non-hospitality branded developments.
- Climate change will increasingly influence purchasing decisions in the future – there is already evidence of this in a recent USA study.
- AI-driven digital concierge services like Digivalet will become increasingly standard. In fact, I think the future for smart homes is very exciting; there is no end to the potential, with intelligent voice control services and AI adjusting your environment to suit your mood.
Today, you can already run your bath to a prescribed depth and temperature, so it is ready for you when you return home. I can’t wait to see where this goes.
JP: With so many new players entering the market, what do you think are the biggest challenges brands face in maintaining their brand authenticity and relevance in the sector?
CG: Branded residences have become a mainstream product and, with considerable competition from over 200 brands now active in the sector, they must seek innovative ways to differentiate their offerings to provide meaningful experiences for owners – which has been a key theme of my past reports.
It surprises me that some hospitality brands still don’t fully appreciate the vast differences between selling a two-week vacation and a twenty-year investment.
JP: You work with developers and brands across the full spectrum of a project, from brand strategy to sales. What’s the most common pitfall you see in the planning stages of branded real estate projects, and how can it be avoided?
CG: Good question. I recently interviewed several senior development executives representing over 50 major brands active in the residential sector to get their insights on a range of topical issues; a key finding is the importance of appointing experienced consultants with demonstrable branded residences expertise, notably legal and marketing.
The universal view is that this makes the process infinitely smoother and quicker, ensuring that key aspects relating to brand partnerships and the long-term interests of all parties (including buyers) are addressed.
Also to engage with the selected brand(s) as early as possible, once you’ve secured the land and have a clear idea of what can be built there.
JP: The market has exploded in popularity in recent years, do you have any concerns about where the sector is heading?
CG: Not really. Ultimately this is a demand driven industry, so as long as the branded residential lifestyle continues to appeal to global buyers, with innovative developers continually seeking ways to raise the bar, and brands that adapt to evolving market conditions while staying relevant to their core audiences, the sector will continue to thrive.
JP: Graham Associates are one of the UK’s most established and experienced specialist luxury real estate marketing and branded residence development specialists, what would you say sets your company apart from others?
CG: It goes without saying that we have an unusually in-depth understanding of the branded residences sector, not only from extensive ongoing research for my reports, but also from first-hand experience of working on luxury and branded projects around the world.
Having been involved in wide-ranging aspects spanning the A-Z of the development process over many years, I bring a slightly different perspective to discussions, always framed by the premise, “will this help you to stand out, sell faster, and achieve higher prices?”
JP: If you could live in any branded residence in the world—past, present, or imagined—which would it be, and what over-the-top luxury feature would you insist on having?
CG: Definitely in the future, where I imagine a ‘pod’ style home that can transport itself to other locations, where it can seamlessly plug-in to compatible plots – whether owned or rented – in multiple different settings.
Much cheaper than owning several properties, and you’ll never forget your toothbrush!
JP: You’ve spent years immersed in the world of luxury real estate. If you were to design a branded residence inspired by your favourite movie or book, what would it be, and how would you pitch it to potential buyers?
CG: I guess that would be Cinema Paradiso, so it would have a sumptuous screening room and an extensive film streaming library, adorned with lots of movie memorabilia. ‘For those seeking Hollywood glamour tinged with Italian Cinecittà elegance.’
Complimentary copies of the 6th Edition of ‘Branded Residences: An Overview’ and ‘Branded Residences: A Compendium’ can be requested at www.gagms.com.
The Relentless Rise of Branded Residences
The 6th edition of ‘Branded Residences: An Overview’ by Graham Associates is now published.
Taking another deep dive into the thriving global branded residences sector with 68 fact-filled pages featuring latest research, data, interviews, and insights from global industry leaders, the report analyses market trends and guides readers through a myriad of issues that need to be considered to ensure a healthy balance between developers, operators, and homeowners.
Described by global industry experts as “essential reading”, contents are presented in concise, easy-to-read chapters that enable quick access to topics of interest.
Since the 1st edition – the first ever in-depth study of the sector – was published a decade ago, it has remained the industry’s leading independent report.
Download the 6th Edition of “Branded Residences: An Overview
About Graham Associates
Graham Associates was founded in 2008 by Chris Graham as a boutique branding and marketing consultancy specialising in branded residences, residential real estate and resorts.
With extensive experience of planning, managing, and delivering successful projects over the past two decades, the company has worked with numerous development clients around the world.
Learn more about Graham Associates
BRESI stands as the world’s premier and first of its kind online marketplace and news media website exclusively dedicated to the branded residences sector.
BRESI provides an elite property portal where property developers, international hotel groups and exclusive real estate agencies can promote their portfolio of luxury branded residences.
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