Fantastic Frank // The Next Generation of Real Estate Agencies

published in: Interiors By Despina Pavlaki, 15 June 2012

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photo © Fantastic Frank Fastighetsmäkleri

It seems that the garish days of real estate are over, albeit  in Northern Europe. Swedish real estate agency Fantastic Frank is changing the game taking a novel approach to the conventional world of real estate brokerage by treating each and every home like a 'sleeping beauty'.  Their mission; to coax a property’s potential glamour out of every dull corner, giving every inch of their portfolio a high-end makeover. Equipped with an army of fashion photographers, architectural stylists and the odd model, they descend upon once lackluster properties adding character and eye-catching details as they go along. The results are without fail, mouth-watering and even though their infamous makeovers cost a small fortune, they invariably guarantee a sale at a much higher price. Their philosophy is based on a simple axiom: they’re not interested in creating something that the majority of buyers are going to like. They’re interested in creating something that one person is going to positively LOVE because at the end of the day, a house or apartment can only have one owner. Their job therefore, is to find that one person and seduce them!

Image Courtesy of Fantastic Frank Fastighetsmäkleri

Image Courtesy of Fantastic Frank Fastighetsmäkleri

The trick is to avoid all the usual places, using their stunning photography to conquer new territory instead. Take the design realm for example: glossy magazines and interiors blogs are swooning over every home. The recipe is simple and very effective: depending on the occasion, the agency chooses to implement one of two visual approaches. 'FRANK' is code name for the polished magazine approach, where traces of everyday life are removed in favor of impeccably arranged interiors. 'Fantastic' on the other hand, draws on daily wear & tear to add vibrancy to an overly stylized space. A piece of half-eaten fruit strategically placed on a kitchen counter implies a healthy lifestyle and a high regard for one’s body. A disco ball implies hidden layers of fun and a quirky sense of high-low glamour. Even a single red glove mysteriously hanging from a door knob can attest to the sartorial fearlessness and refined style of the home owner, because how many women sporting red leather gloves have you seen walking down the street on a cold winter day? And if you have, chances are they’ve bought their house from Fantastic Frank!

Truth be told, they’re probably the only real estate agency in the world that operates on emotion rather than cold-blooded business strategies, looking to make their clients fall in love rather than make a sound investment – because if you’re dealing with Fantastic Frank, quality is always a given.

Image Courtesy of Fantastic Frank Fastighetsmäkleri

Image Courtesy of Fantastic Frank Fastighetsmäkleri

Image Courtesy of Fantastic Frank Fastighetsmäkleri

Image Courtesy of Fantastic Frank Fastighetsmäkleri

Image Courtesy of Fantastic Frank Fastighetsmäkleri

Image Courtesy of Fantastic Frank Fastighetsmäkleri

Image Courtesy of Fantastic Frank Fastighetsmäkleri

Image Courtesy of Fantastic Frank Fastighetsmäkleri

Images Courtesy of Fantastic Frank Fastighetsmäkleri

photo © Kristofer Johnson / stylist: Sofie Ganeva / stylist Assistant: Thomas Lingsell
Image Courtesy of Fantastic Frank Fastighetsmäkleri

photo © Kristofer Johnson / stylist: Sofie Ganeva / stylist Assistant: Thomas Lingsell
Image Courtesy of Fantastic Frank Fastighetsmäkleri

photo © Kristofer Johnson / stylist: Sofie Ganeva / stylist Assistant: Thomas Lingsell
Image Courtesy of Fantastic Frank Fastighetsmäkleri

photo © Kristofer Johnson / stylist: Sofie Ganeva / stylist Assistant: Thomas Lingsell
Image Courtesy of Fantastic Frank Fastighetsmäkleri

photo © Kristofer Johnson / stylist: Sofie Ganeva / stylist Assistant: Thomas Lingsell
Image Courtesy of Fantastic Frank Fastighetsmäkleri

sources:

Fantastic Frank Fastighetsmäkleri

  • friend
    George | 2012-06-15 23:16:45

    They add some nice professional touch and small details to their photographs, but basically all the scandinavian agencies use this style, they all have beautiful and inspirational photographs on their sites.

  • friend
    Davin | 2012-06-24 10:55:26

    thats a lie George

  • friend
    Marjut | 2012-06-25 23:59:53

    you can't really go wrong with high ceilings, white wooden floors and big windows. i don't see much difference between the frank pics and the European interior magazines where the Scandinavian style is lately very popular.

  • friend
    Monapart Barcelona | 2012-06-25 11:57:54

    Thanks for the article. But we must say there's one point we don't agree: Fantastik Frank is not "the only real estate agency in the world that operates on emotion rather than cold-blooded business strategies". Monapart Barcelona was born two years ago precisely to fulfill the needs of those who look for a home, not just four walls and a ceiling. We are a real estate firm with the most beautiful houses in Barcelona, with a customer care that is empathetic and honest, returning to this sector the values that it should have never lost.nIn two years, we have visited many homes, met many people, and established strong emotional bonds with some of them (in fact, it is said that we are the first and only real estate company with fans). Why? Because we realized that with our "friendstumers" we shared tastes, values, and interests; and, that their furniture, objects, and homeware, were perfectly aligned with their homes and their lives, forming a complete ensemble. We are not only talking about Monapart homes, but of a Monapart lifestyle (that explains why next month we will open Monapart Living, an online store selling "Supernormal Domestic Products").nWe like Fantastik Frank's approach to real estate, it is definitely much better than others! But do they take as much care and attention to people than spaces?n

  • friend
    Nick Sydney | 2012-07-26 07:05:05

    And I thought that we were supposed to be behind the times Down Under? In Sydney we have been styling properties for presentation for about a decade!The idea of presenting properties to the marketplace in a sub-standard condition and expecting the general public to have the kind of imagination to mentally transform a property is ludicrous!nI have sold many properties over my 20 years of sales that were Ugly Ducklings presented as Swans and the buyer feedback was enormous! The general public will always try and find fault with a property so they can talk the price down. If you want to make the property more sell-able then the money is worth the spend.Well done FF!

  • friend
    Jeremy Olm | 2013-08-22 11:47:50

    I think this has become a very common strategy amongst more estate agents nowadays. They increase their group of potential buyers by decorating the houses that they are selling to increase their attractiveness level and then enticing the buyers with the appealing photos of the houses from the correct angles. With the correct camera techniques, a dull house can look pretty amazing. Such advertising strategies are very useful in increasing the number of viewings of a particular house which instantaneously increases the number of potential dealings too.

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