Frequently asked questions

An Instagram-first publication about homes worth looking at, with a site underneath it. A property runs as a post, the post sends people here, and here is where the research, the full gallery and the agent live. The name is the industry's own phrase for the number nobody discounts.

Someone finds it — usually us, sometimes an agent. We pull the photography at full resolution from the source rather than the portals, research the building independently, write the post, and schedule it. Roughly one in ten properties we look at makes it.

A reason to stop scrolling. A named architect, an interior somebody designed rather than staged, a conversion with its industrial bones intact, a farmhouse that has not been flipped into beige. Price is not the filter — a $2M loft makes the edit and a $30M new-development penthouse often does not.

Because Instagram buries links. Comment the keyword on a post and you get an instant DM with the direct link to that property's page here — no bio-link hunting, no form. Each property has its own word.

Yes, and agents do daily. Send it through Submit a property. We reply either way, and a no is genuinely not a verdict on the home — most declines are because the photography cannot carry a post, or because we have run something too similar too recently.

No. The edit is not for sale — if we choose a property, it runs free. What is for sale is amplification: paid placement on the site and in the newsletter, boosting a post that is already performing, and multi-post campaigns. Those never buy their way into the edit itself. Pricing is on Services.

The listing agents, directly, at the addresses we have verified against the brokerage — with us copied so we know the introduction happened. We do not sell leads and we never pass your details to anyone not on that listing.

No. No licence, no commission, no side of the transaction. We are media. Every property credits and links to the agents who actually hold it, and the deal is theirs.

New York City, the Hamptons, upstate New York and California, each with its own Instagram account, and Europe next. We would rather cover four places properly than twenty thinly.

Sunday mornings — the week's homes, plus what we noticed that the listing did not mention. It is the one place the research runs long.

The specs come from the listing; the history comes from us, and the two disagree more often than you would think. When the record contradicts the marketing copy, we publish the record. If something here is wrong, tell us and we will correct it.

Yes to both. Save anything and it lands in Saved; sign in and your saves follow you between devices. You can also follow a region and be told when something new lands there.