Celebrating Six Years of Abode2

16.11.18

Abode2 love bringing you the latest and best in all things luxury property related. The No1 Google Ranking luxury property magazine is celebrating its sixth birthday this month, but how did it come about? Managing Editor, Laura Henderson explains.

Q1. What made you start Abode2? And how did everything come together?

My passion is property. After 20+ years in PR and journalism, the time felt right to break into what was at that stage a diversifying market with a new title. I spotted a gap for a purist property publication aimed at high net worth investors, but covering a wide interest-reach from second-home purchases, rental and retirement through to relocation, renovations and buy-to-let. A start-up loan of £3,500 delivered a website, two desks and two phones. It was definitely an ‘out of comfort zone’ period in my life - 14-hour days of cold calling across the globe taking into account the different time zones - but the long hours paid off, resulting in our first print issue. The rest as they say - is Abode2 history.

Q2. What were you doing before Abode2?

My background is in consumer PR and marketing both in-house and agency based – a skills set that has helped hugely in terms of business development, creative output and team building. Without this career bedrock – Abode2 would never have got off the ground.

Q3. Were there any challenges that you had to face during the start of the magazine?

The most challenging aspect was selling advertising space into a non-existent magazine with only a mock-up pdf to present to potential advertisers. Working with a shoestring budget was also tough going – you become a Jack of all Trades, jumping to whatever ‘firefighting’ priorities the day has in store for you. Presenting to media sales agencies was also a big ask – they work on publishing output, readership retention and longevity in the market place. I knew if we could secure several editions under our belt with premium brands on board, life would get easier and it has. I think I can safely say we’ve earned our stripes.

Q4. What are some of the highlights from the last six years?

Our first ‘new look’ edition which came out in autumn 2015 with increased pagination, was a step-change for the business, as was our decision to start hosting high-profile partnered property events in London (we now host three keynote networking events a year). The design journey and creation of the Abode2 App for the International Newsstand has also been a standout success, adding value to client’s worldwide marketing campaigns. We’ve also just launched a new series of Special Themed Digital Editions which is incredibly exciting. 2019 is going to be a busy year.

Q5. Why do you think Abode2 is the No1 Google Ranking luxury property magazine? Why has it been so successful?

It’s down to two critical components - people and product. I have a fantastic team who continue to generate fresh, innovative ideas and discover new markets to tap into. Passionate and committed, they’re a privilege to work with. I also think our decision to stay resolutely property focused in terms of content and not dilute the product by incorporating other ‘spin-off’ sectors – motoring and travel to name just two, has meant we’ve attracted and retained a loyal readership. Know what you own and know why you own it. It’s a motto to live and work by.

Abode Affiliates

  • Alleyne Real Estate
  • Blevins Franks
  • Coldwell Banker
  • Crane Resorts
  • Dost & Co
  • The Hideaways Club
  • Monaco Real Estates
  • RDO
  • Rosemont Consulting
  • St Francis Links
  • Unique Home Stays
  • Yoo
  • Worldwide Dream Villas
  • Cyan International Properties
  • Enigma Yachts Limited
  • Cornerstone Tax Advisors
  • Lida Cucina
  • Pedini London
  • Alexander James
  • Wings
  • Moore Stephen
  • Ibiza Transit Express
  • Oyster Yachts
  • Jumeirah
  • Knight Frank
  • Wall Street Luxury
  • Heron Real Estate
  • Edenhurst
  • MG&AG
  • Gama Property
  • Touch Design Group
  • CID
  • St Edward
  • Ultra Villa
  • Luxury Italian Living
  • Habitat First Group
  • BDO
  • 7Storeys
  • Smart Currency Exchange
  • Strutt and Parker
  • Prestige Architects
  • Worldwide Property
  • Panorama
  • Dimora
  • Dominic McKenzie Architects
  • The Coastal House
  • Chamonix Ski Chalet
  • Luxe Caribbean Properties
  • Harry Manning
  • Smart Living
  • Isle Blue
  • MAS Marbella
  • London Fractions
  • QTD
  • Page Architects
  • Millgate
  • Jersey Finance
  • guernsey-relocations-logo
  • viberts-logo
  • b-williams-management
  • kpmg-logo
  • author-interiors
  • Wilkinson Beven
  • BoConcept
  • Ante Vrban
  • Experience Invest
  • Move 2 Gozo
  • Deborah Garth
  • Extex
  • You home
  • Ra Shaw Designs
  • Sarason TV
  • Caudwell Collection
  • eastwood private client
  • accanto-interiors
  • Fritz Hansen
  • capital-rise
  • jarrods-staircase
  • neil-davies-logo
  • Tina Shone Group
  • Taplow riverside
  • Aimo

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