Dries François on the future of luxury real estate with Chapter
From architecture student to entrepreneur with 24 offices. Dries François built the Immo Francois Group into one of the strongest real estate networks in Flanders. Not with grand plans, but with a clear conviction: real estate must remain fair, transparent, and above all, human.
Dries, your story didn’t actually start in real estate. How did you end up here?
"That's right. I started out in architecture, with the idea of following in my father's footsteps. But it soon became clear that design wasn’t my greatest strength. What remained, however, was my love for buildings, living spaces, and everything related to construction. I inherited that passion from my family, but also from my stepfather, who taught me to see real estate as more than just four walls and a roof."
And then you made the switch to real estate agent?
"Yes, and it felt right right away. While studying in Aalst, I realized this was my calling. The combination of working with people, negotiating, local knowledge, and building trust with clients—it all fit perfectly with who I am. I built a network there that still plays an important role today."
In 2010, you started Immo Francois in Bruges. Without a portfolio, without big plans. How do you look back on that now?
"With a lot of respect for those early years, actually. We didn’t have a master plan, but we did have one clear conviction: real estate must be fair and transparent. No empty talk, no sales pitches after the fact. Just clear communication and guidance from start to finish. That foundation is still there."
When did you realize it was time for a new chapter in exclusive real estate?
“Experience has taught me that exclusive real estate requires a different approach. You can’t approach the high-end segment the same way you approach the rest of the market. It demands more discretion, more refinement, and above all, more personalized guidance.
I noticed that clients in that segment need peace of mind, trust, and an approach that is fully tailored to their needs. No standard processes, but attention to every detail.
That insight led me to decide to write a new chapter. I wanted to create an environment where exclusive real estate is handled at the appropriate level. That’s why I deliberately assembled a team of experienced partners and specialists who understand this segment.”
What have you learned over the years?
“Over the years, I’ve definitely gained some clear insights:
1. You never grow alone. A strong network and a committed team make all the difference.
2. Transparency always pays off in the long run.
3. Local knowledge remains essential, no matter how big you get.
4. Quality always trumps speed or volume.
5. And above all: trust is the foundation of every real estate story."
What are you most grateful for?
"To all the branch managers, employees, and the HQ team who put their hearts into this every day. Without them, Immo Francois & Chapter wouldn’t be what they are today. I realize that every single day."
Experience has taught me that luxury real estate requires a different approach. You cannot approach the high-end segment the same way you approach the rest of the market. It demands more discretion, more sophistication, and above all, more personalized guidance.
Dries François
What’s your next step?
"We’ll keep investing—in people, in marketing, in innovation, and in our offices. Not to be the biggest, but to get better at what we do every day. And the best chapter? We’re still writing that."
Dries François