Most people don’t set out to sell their home badly.
They follow the advice they’re given.
They list with an agent, the property goes on the portals, and they wait. That’s how it’s always been done, and for many years it worked well enough.
But the market has changed — and buyer behaviour has changed with it.
Today, not every buyer actively searches property portals. Some scroll. Some watch. Some compare. Some don’t even realise they’re looking until the right home appears in front of them. Yet most homes still enter the market in exactly the same way: through a single portal listing, presented in a fixed, regulated format, alongside hundreds of others.
Portfolio by Tortoise Property was created to challenge that limitation from the very start.
Portfolio is a strategic way of entering the market that recognises one simple truth: buyers don’t all behave the same way, so homes shouldn’t all be marketed the same way.
Rather than relying on one rigid entry point, Portfolio allows a home to appear across multiple, targeted routes into the buyer marketplace. That might be through video, virtual exploration, editorial-style content, targeted advertising, search, or interactive engagement. Each route offers buyers a different way to discover and understand a home — on their terms, not ours.
Importantly, Portfolio is not the selling method itself. It is the framework that determines how a home enters the market.
Once buyers begin to engage through those multiple entry points, their behaviour feeds into Race to Sold — the sales engine within Portfolio. Race to Sold is the system that actively manages the sale, using targeting, data, feedback loops and continuous adjustment of marketing tools to move interest towards action.
Portfolio creates opportunity.
Race to Sold turns opportunity into progress.
Used either as a standalone approach or alongside a traditional agent, Portfolio gives sellers a smarter, more flexible start — one that reflects how buyers actually behave today, not how we hope they still do.