16-04-2026
What stands behind a truly strong premium portfolio? Irina Alazova, CEO of Mercury Group, explains how she selects premium properties - and why not every expensive home deserves that status.
My reputation in the market is built as much on what I decline as on what I list. A high price tag alone does not make a property truly "premium."
Every month, I pass on roughly 40% of the listings that come across my desk. I don’t refuse luxury or investment opportunities - but I do say no to properties that don’t meet the standards of premium, luxe, lifestyle, or long-term investment potential. Some lack architectural integrity; others are in locations that won’t maintain value or offer development prospects. If I wouldn’t advise a close friend to buy or invest in it, I won’t list it.
I work with a narrow, highly curated portfolio, but I know the market comprehensively - I can provide insights on virtually every property. Expertise isn’t just about knowing what to sell—it’s about knowing what to avoid.
The Lesson: In the world of premium real estate, a curated, selective approach is what protects value, ensures quality, and maintains trust with discerning clients.
