Why Real Estate Today Is Stepping Away From the Publication Model

If the goal is to flood inboxes, Real Estate Today has no interest in competing.

So, respectfully, we are stepping away from the traditional publication game. That does not mean we are going anywhere. Quite the opposite.

Over the past year, we have watched with real intent how people consume content, how they digest it, what they want to engage with, and just as importantly, how much of it they are willing to tolerate. Quantity without purpose does not create engagement. In many cases, it actively erodes it.

I do not believe that sending a hundred emails a week is the best way to build connection. In fact, it is often the quickest way to turn people off entirely. Nor do I believe that pushing out content simply to fill a schedule, without genuinely hitting the mark, serves the industry in any meaningful way.

Over the past six months, Real Estate Today has undertaken extensive research and planning around what comes next. The conclusion has been clear. We are stepping away from the traditional publication model and stepping deliberately into an ecosystem model, one built around depth, experience and relevance rather than volume alone.

As we move toward 2026, much of what we are building remains intentionally behind the scenes. Not because of uncertainty, but because we understand how quickly ideas are replicated once they are visible. That said, we are ready to share one of the first tangible expressions of this shift.

Today, we introduce AVARI.

AVARI is Real Estate Today’s first proprietary product line, created to sit at the intersection of presentation, experience and brand. It began with a simple but often overlooked question, why does our industry invest so heavily in how a space looks, yet almost nothing in how it feels?

The answer was not another piece of content.

It was atmosphere.

That means recognising that it is often the smallest details that shape an open home experience. The bottled water offered thoughtfully.

The mints placed quietly on a bench. The pen that feels deliberate rather than disposable. A small speaker providing light background music.

Even updated Spotify setlists , so agents are not left curating mood themselves, often minutes before doors open.

These are the elements people remember, not consciously, but emotionally. They influence how a space is received long before a floorplan is studied or a price guide is discussed.

What makes this different from “merch” is intent.

AVARI is not about selling products, objects or items. It is about offering rituals, moments, atmosphere and support. Elements that elevate experience rather than distract from it.

That distinction matters, because it is exactly why AVARI works inside an ecosystem, not alongside one. It is not an add-on. It is a signal of direction.

The first release, AVARI No. 01, is a signature scent developed over months of testing and refinement. I personally reviewed and rejected hundreds of fragrance profiles throughout the process. Anything obvious was eliminated immediately. No sweet florals. No citrus. No lavender. No trends.

What remained was restraint.

AVARI No. 01 is built around black amber, rosewood and cedar. It is warm without being heavy, refined without being sterile, and deliberately understated. It does not announce itself when you enter a room.

It settles quietly, lingers naturally, and leaves an impression long after you have gone.

This is not a candle or room mist designed to mask a space.

It is designed to elevate it.

In 2026, AVARI No. 01 will launch through Real Estate Today as a curated range of candles and room mists created specifically for open homes, offices and client gifting.

Matte black and matte white vessels. Minimal branding. Studio-style naming. No storytelling on the label. No explanation required.

AVARI is not a detour.

It is proof of direction.

Real Estate Today is not trying to be louder than the industry.

We are building something more intentional. An ecosystem the industry does not just read, but experiences, because it supports how people actually work, present and connect.

More will be revealed in due course.