RISMedia names LPI president Mickey Alam Khan to 2022 newsmakers list
By LINSEY STONCHUS
Earlier this month, Mickey Alam Khan, president of Luxury Portfolio International, was named to RISMedia’s 2022 Real Estate Newsmakers list as an industry influencer.
Mr. Alam Khan’s focus has largely been to elevate the company’s content and overall brand presence, as well as offer expanded educational and networking opportunities to its internal network of luxury real estate brokerages.
“In 2021, Mickey Alam Khan led the stellar relaunch of Luxury Portfolio magazine and LuxuryPortfolio.com, bringing a new vibrancy, relevance and intelligence to the brand’s respected identity,” wrote RISMedia. “This complete turnaround included installing the right team of professionals to help with this brand makeover, followed by the launch of new products and refresh of existing services.
“I nail my colors to the mast when I say you cannot accomplish anything in an organization in need of a refocus and a refresh without a stellar team of talented, creative and hard-working individuals,” he said.
“I scored lucky on all counts. Our team is fully invested in making our member brokerages and their real estate professionals stand above the competition with the strengthened luxury platform that we offer.”
Straight from the source
As Mr. Alam Khan is a 30-year journalism vet with previous experience serving as editor in chief of five publications prior to his time at LPI, it is no surprise that the content produced by Luxury Portfolio was among LPI’s standout achievements of 2021.
The new Luxury Portfolio magazine, for instance, made an immediate statement as it was transformed into a coffee table book with a larger trim size, enhanced paper stock and increased page count.
The magazine’s 27 articles are better conceptualized, written, edited and designed than in previous issues, some of which were drafted by Mr. Alam Khan himself. In establishing LPI as not only an expert within luxury real estate, but the luxury industry as a whole, the articles were divided into four main categories: real estate, design, travel and lifestyle.
Notable features include Luxury Portfolio’s first-ever fashion shoot in a 10-page story, styled by Neiman Marcus; an interview with the famed royal biographer Andrew Morton, known for his groundbreaking books on Princess Diana and Meghan Markle; and a thought-provoking roundtable with top architects from around the world, including notable names Jim Olson, principal founder of Olson Kundig, and Chad Oppenheim, founder of Oppenheim Architecture.
As the ambitious magazine runs only twice annually, avid readers were able to turn to the Luxury Portfolio Blog for daily content that mirrors the same four categories of the magazine.
Plus, along with the addition of Mr. Alam Khan to the LPI team came the acquisition of Luxury Daily, a top luxury news publication that Mr. Alam Khan himself established and continues to run.
Bright idea
Just as the content of the Web and magazine are more smartly written, so is LPI’s intelligence offerings, including research reports and events.
In the past year, LPI captured an amazing 7,482 in-person and digital event registrations, most popular of which has been its monthly Luxury Hour webinars, which have continued full-steam into 2022.
Guests in 2021 included interior designers Timothy Corrigan, Alessandra Branca, Amy Vroom and Julia Buckingham; architects Peter Pennoyer and Chuck Hilton; The Real Deal founder/publisher Amir Korangy; National Association of REALTORS chief economist Lawrence Yun; Leading Real Estate Companies of the World CEO Paul Boomsma and chief economist Marci Rossell; Architectural Digest editorial director Amy Astley; Farrow & Ball international brand ambassador Patrick O’Donnell; Luxe Interiors & Design executive editor Brittany Chevalier McIntyre; Agility Research & Strategy managing director Amrita Banta; and Luxury Portfolio International principal researcher Chandler Mount.
Furthermore, LPI released its flagship State of Luxury Real Estate (SOLRE) 2021 report, which was later succeeded by two follow-up editions on international luxury buyer trends and demand, as well as finances of the luxury home buyer.
This tradition continued in December 2021, when LPI released the SOLRE 2022 report, expanding its research to affluent consumers in 20 countries across North America, Asia Pacific, Europe and the Middle East, with two installments planned later this year.
Stage presence
Everything from the magazine to the reports to the Web site demonstrated Mr. Alam Khan’s desire to elevate the brand’s overall quality, both in terms of substance and aesthetics.
Across all assets, an elegant navy color replaced LPI’s previous teal and modern typography was introduced. The LPI Web site received a similar refresh, featuring a slew of slideshows that showcase the site’s listings and stories from the blog.
Listings pages have been improved to highlight key details about properties themselves as well as the surrounding neighborhood. Searchability has been enhanced and advanced translation software makes the Web site available in nine languages.
IMPROVEMENTS IN THE BRANDING, content and intelligence ultimately led to greater respect in LPI as a brand. Press impressions of the name “Luxury Portfolio International” have risen by 748 percent, from 114 in 2020 to 967 in 2021 and have reached an audience of 14.5 billion.
Meanwhile, LPI’s Instagram following has grown to 19,900 followers and saw a 79 percent in impressions year-over-year in 2021.
Exciting new projects are already in the works for 2022. Only time will tell how Mr. Alam Khan continues to influence the industry in the years to come.