About Us

It's time property became personal

Dema Salehi and Raphael Fitoussi-Findlay founded The Private Realtor with one promise: a premium, one-to-one service, delivered to your door and beyond.

Our Story

Continuity and accountability, restored

Having grown increasingly frustrated at being unable to offer a truly personal service in their previous positions, Raphael and Dema set out to bring continuity and accountability back to the sale of fine homes.

Their approach is simple: fewer homes, each given real priority, integrity and care, and each led by a highly seasoned, specialist Realtor. Time and again, it has delivered far better results than the traditional model, built on volume of stock and a changing roster of junior negotiators.

At The Private Realtor there are no unfamiliar negotiators giving lacklustre viewings of a home they barely know. Every property is matched with one Realtor of the highest calibre, who values it, shows it, negotiates it and sees it through to completion, with full accountability from start to finish. Having that support and knowledge throughout the entirety of your sale is what makes all the difference.

Because we take on only a handful of homes at a time, each one receives true attention to detail. It begins with honest, transparent pre-sale advice, and premium lifestyle photography and videography that present your home at its very best. Once you are on the market, feedback comes to you instantly, and we are available seven days a week, because ‘out of hours’ can be the hours that count.

The aim never changes: your best possible price, achieved in the shortest possible time. The results speak for themselves.

Raphael Fitoussi-Findlay and Dema Salehi, founders of The Private Realtor

The Founders

Who you'll be working with

Dema Salehi

Dema Salehi

Co-Founder

Dema’s enthusiasm and tenacity, along with her unparalleled regard for each client, have been a driving force in achieving astounding results.

With over 20 years in sales, focused largely on Prime Central London, Australia and the Middle East, her personal involvement has been pivotal in over £500M worth of seamless transactions.

A warm, genuine and honest persona with remarkable attention to detail has drawn families, investors and high net worth individuals to her for the sale and acquisition of dream homes, as well as well-considered investments.

Dema is not only an infallible ally to her clients but is also well known to the top buying agents and market professionals within the industry, giving her an impressive black book of contacts and a loyal clientele, both locally and internationally.

Effortlessly, she becomes the first point of contact for everyone she works with.

Raphael Fitoussi-Findlay

Raphael Fitoussi-Findlay

Co-Founder

Raphael’s passion and hard work show in every deal, from first enquiry to completion and beyond. For years he has been the first point of contact for many high net worth individuals in residential sales and investment.

With 18 years’ experience and more than £700M of property sold, he has a proven record of pushing through extraordinarily challenging deals that would otherwise have failed, thanks to a straightforward, honest approach to negotiation.

A Blackheath resident for over a decade, Raphael is the go-to agent for the area’s high-end market, with the majority of his work coming through personal recommendation, and he remains a trusted adviser to longstanding clients in Central London. Having worked alongside some of London’s top names, he has built an outstanding reputation with clients and colleagues alike, and a network of respected professionals and contacts across London and around the world.

We'd be delighted to meet you

Whether you're ready to sell or let, or simply curious about what your home is worth, we'd welcome the conversation.

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