LPF Insider Interview: Alex Isidro on Leading UK Sotheby’s International Realty
We’re proud to celebrate LPF Member, UK Sotheby’s International Realty, and its recently appointed Managing Director Alex Isidro, who has been featured in an exclusive interview with our media partner PrimeResi.
UK Sotheby’s International Realty has been making major waves in the super-prime sector since its relaunch under George Azar in 2023. With offices in Knightsbridge, Kensington, Wimbledon, and beyond, the firm is combining a global brand with local expertise to deliver some of the UK’s biggest deals in one of the most competitive markets.
In this feature, Alex shares how Sotheby’s is redefining what it means to be a luxury brokerage, from the people-first culture driving its record-breaking results to the company’s ambitious plans for growth.
Below, we’ve selected five insightful questions from the interview to give you a flavour of what’s inside. To read the full article, head to PrimeResi.com.
Alex Isidro stepped up from COO to MD in August
UK Sotheby’s International Realty has just announced nearly £600mn in H1 sales, bucking the broader PCL slowdown. What’s driven this performance in such a challenging market?
Without doubt it is our team of exceptional brokers, who between them, have an average of 16 years’ experience dealing in the prime and super-prime markets. Each is well known in their local area, with an exclusive network of clients and partners, and a true entrepreneurial spirit. Despite the challenging climate, they have remained totally focused and determined to achieve the best results for their clients and our sales figures are a reflection of that.
I would say our global brand network has also played a key role. Our brokers can provide their clients with valuable insights into international markets, and can connect the most qualified buyers and sellers from across the world. And lastly, our marketing strategy.
We’re extremely targeted and strategic in our approach, connecting motivated, discerning clientele with properties that reflect their aspirations. Having the team in-house, means everything from listing photography and targeted email campaigns, to open house events and social media are all meticulously managed, on-brand and tailored to specific requirements to maximise success.
You’ve stepped up from COO to MD at a pivotal moment, following a period of rapid expansion since 2023. Where do you see the biggest growth opportunities for the business over the next 12 – 24 months?
Since George Azar became CEO in 2023, our focus on the domestic market has driven impressive momentum. Our plan for the next couple of years is no different. Chelsea, Kensington, South West London and Surrey will remain focus areas given their popularity and enduring value.
We have, and will, continue to strategically build and scale our teams in those areas, as showcased by our latest office opening in Wimbledon. Timed to align with The Championships, the launch has extended our reach across prime residential areas including Barnes, Wandsworth and Richmond.
Of course, another focus for us is continuing to grow our market share in PCL, leveraging the expertise of our highly experienced brokers.
The Sotheby’s International Realty network spans 1,100 offices worldwide. How does this global reach benefit UK-based clients, and can you share a recent deal where cross-border referrals proved decisive?
Our global footprint provides incredible opportunities to bring together the world’s best property experts and qualified buyers and sellers. 78% of our buyers come from our network – whether it is brokers using local connections or drawing on the strength of our international presence. Our cross-market reach is particularly strong given that UK, Dubai, Abu Dhabi, and Saudi Arabia Sotheby’s International Realty are all under the leadership of George Azar, uniquely positioning us to serve key markets across Europe and the Middle East. Our global affiliates regularly communicate and our brokers are heavily incentivised to look for opportunities which benefit each other.
Only recently, a colleague from Sotheby’s International Realty in Seattle reached out to one of our UK brokers (whom she had previously met at a global networking event) about one of her clients wanting to sell a property in Richmond. Our broker arranged to see the client at the property that week, and secured the mandate with a 2.5% sole agency agreement. The property was launched, put under offer within a week, and it was exchanged four weeks later. This is a perfect example of how our global network benefits our brokers and clients alike.
How is the luxury brokerage model evolving? Are we moving towards concierge-style services and long-term client relationships over transactional agency?
Precisely. Our brokerage model takes a different approach to luxury real estate – it is all about fully servicing our clients and their needs across their property portfolio. The structure allows our brokers to focus on client relationships, be an international property advisor and be incentivised to produce the best results, in the UK and global market.
In my opinion, the traditional estate agency structure only works for the core market. It is not specialised or uniquely tailored enough for super-prime.
Recent additions to the UKSIR line-up in PCL include ex-Chestertons agents Matt Chard, Rowland King & George Smith
Looking ahead, where do you want UK Sotheby’s International Realty to be by 2030?
By 2030, my goal is for us to lead the super-prime real estate industry by having over 40% market share of UK listings priced above £2mn.
What’s your cultural recommendation?
Even if you’re not planning to buy or sell, a live auction is something you should experience. They offer a rare opportunity to see some of the world’s most incredible things – things you’re unlikely to ever see again.
… and what’s the best piece of advice you’ve ever received?
It is all about people, not property.
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UK Sotheby's International Realty
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PrimeResi
To read more exclusive interviews and industry insights, visit PrimeResi, the journal of luxury property. As a valued member of The Luxury Property Forum, you are entitled to preferential subscription costs.