Developers could learn a lot from luxury car dealers in terms of feel-good customer service, and house builder St George's swish new showroom alongside the Bentley dealership in Berkeley Square is a step in this direction.
Behind the discreet Downing Street type high-gloss black door is a marble floored space with interactive models of the company's London projects that can be viewed on a giant screen.
The service is by appointment only, and a liveried London taxi will pick you up from home, your hotel, a train station or airport to visit the showroom and chosen schemes.
"The showroom's the first of its kind, designed and furnished like a private members club," says managing director Ross Faragher. "We aim to catch people who are usually too busy to visit sites when they are in town." Would-be buyers can study specification details and floor plans and even get simulated views from certain apartments, such as those at Chelsea Creek and Fulham Reach.
Next month St George launches a new quarter, London Dock, on the old News International site at Wapping, with 1,800 homes, paths to the river and a secondary school.