Studio Fori by Alessandro Mori
Studio Fori is a Real Estate business and mediation company specializing in consultancy for prestigious properties in Rome, Florence, Venice, and Milan.
Since 1996, the firm has operated through an exclusive portfolio of historic residences, period apartments, noble palaces, and other properties with significant historical and architectural characteristics. We offer clients comprehensive consultancy throughout the entire sales or acquisition process, including the complex aspects related to urban planning, architectural solutions, and conservative restoration.
Our History
The firm was established in 1996 by the vision of Architect Alessandro Mori. In 1999, it pioneered an innovative sector by creating a website designed to capitalize on the emerging trend of touristic incoming for the countless visitors arriving in Rome each year.
Thus, on a day in May 1999, in the back room of a friend’s small souvenir shop in the Borgo neighborhood, we conceived a way to leverage the internet for our business. We launched a very first, rudimentary HTML version of static pages for the website AccomodationsRome.com.
We had essentially created Airbnb ten years before its official advent!
We rented homes on a weekly basis to guests who preferred a new way to experience and live the city. We discovered SEO techniques—which weren’t even called that yet, or didn’t even have a name. We simply focused on Google, analyzed the source code, and quickly ranked first for numerous keyword matches.
The strategic vision for the growth of this sector, coupled with the application of advanced SEO techniques, allowed us to position our reference website among the top Google results for specific dedicated search terms. Soon, our office was filled with rolls of fax paper (at the time, faxes worked better than email!) with bookings arriving from all over the world. By 2001, we were managing apartment rentals in Rome, Florence, Milan, Venice, Paris, Brussels, Madrid, Barcelona, Berlin, and as far as Buenos Aires, Punta del Este, and Marrakech!
With the rise of major players in the “online booking” sector in 2010, we decided to sell our portfolio of hospitality management properties, retaining only those profiles suitable for Mid and Long-term rentals for private and corporate clients.
The Focus on Real Estate
From this point, the firm specialized strictly in the classic dynamics of real estate, operating primarily in the central areas of Rome, Milan, Florence, and Venice.
My further architectural specialization allowed me, along with a small nucleus of private investors, to develop a Real Estate Trading activity. This involved selecting, negotiating, purchasing, and renovating properties with the aim of generating significant profits upon resale.
A particular area of acquired expertise is the brokerage of highly confidential properties—the so-called “Off-Market” luxury properties. These are unique objects of particular historical or architectural interest, handled with utmost discretion and outside typical commercial procedures.
From 2014 to 2019, Studio Fori Real Estate was a member of the Rome Real Estate Exchange (Borsa Immobiliare di Roma – BIR), a public body established by the Rome Chamber of Commerce to promote transparency and protect parties involved in real estate transactions.
From 2012 to 2019, Studio Fori Real Estate was a member of the FIAIP agents federation, which upholds a Code of Ethics to ensure the quality and professional integrity of its members’ services.
Since 2020, the firm has chosen to pursue an independent path, withdrawing from BIR and FIAIP, as the offered updates were no longer in line with the firm’s expectations. Continuing professional development is now managed autonomously, maintaining an excellent level of service quality and professional ethics.
Studio Fori Today
Today, Studio Fori’s vocation is firmly directed towards the brokerage of luxury and architecturally valuable properties, particularly in the historic center of Rome. In this area, the firm has successfully completed several niche sales transactions, and the quality of its work has been recognized in 100% of all transactions.
Over time, we have acquired advanced expertise in Real Estate Due Diligence analysis, for single units or corporate real estate assets, with the purpose of identifying potential risks associated with the transaction. The due diligence process is central to contractual negotiations, and its main purpose, within our activity, is the management of contractual risk.
Through accumulated experience, Architect Alessandro Mori has developed a proprietary Algorithm dedicated to Appraisal, for a comprehensive valuation of a single residential unit, a larger development, or an entire real estate portfolio, considering its specific unique characteristics and the surrounding context (urban and socio-economic fabric).
Thanks to the intuition of a growing international demand for Mid-term rental properties (12–18 months), the firm has established a further brand for its activity through the development of dedicated websites and social media, positioning itself in the high-end segment of the capital’s real estate market.