A STRATEGY FOR SUCCESS
The Company
THE
COMPANY At Fine & Country, we offer a refreshing approach to selling exclusive homes, combining individual flair and attention with the expertise of local estate agents to create a strong international network, with powerful marketing capabilities. We understand moving home is one of the most important decisions you make; your home is both a financial and emotional investment. Exclusive properties also require a tailored approach to marketing. Our bespoke service adopts a lifestyle approach to the promotion of your property, combined with an efficient sales process and excellent customer service. This brochure guides you through some of the strategies and approaches we utilise in the promotion, marketing and sale of a property.
Fine & Country’s status as a world-class estate agency is irrefutable with the brand claiming ‘Best International Real Estate Agency Marketing’ at the International Property Awards seven times in the past ten years.
3
Expertise
FINE & COUNTRY
EXPERTISE Every Fine & Country agent is a highly proficient and professional property consultant, operating to a strict code of conduct. Each agent is a member of a redress scheme. In the UK, agents are either members of The Property Ombudsman or the Royal Institution of Chartered Surveyors. By instructing a Fine & Country agent, you benefit from their local knowledge, experience, expertise and contacts as well as courteous and well-trained staff. They will assist, advise and inform you through each stage of the property transaction.
With Fine & Country you will be treated with respect by a team of trained professionals.
4
5 Expertise
The importance of exposure
6
19
225
countries worldwide
offices in the UK
The importance of exposure
T H E I M P O R TA N C E O F
EXPOSURE The widespread exposure of prime residential properties is crucial. The more prestigious a property, the smaller the number of potential buyers. Buyers of exclusive properties are generally not constrained by such influences as specific location, proximity to public transportation or local amenities. In today’s market, the mobility of buyers is also greater than ever and they could come from, quite literally, anywhere – through local and regional marketing, national newspapers and magazines or, increasingly, internationally using interactive technologies. With this in mind, we have created a marketing strategy to target a suitable geodemographic profile of potential buyers around the world, supported by our international network of over 300 offices worldwide.
Presenting your property professionally to the widest possible audience enhances your chances of achieving the best price in the shortest time.
7
Exposure to London and international buyers
EXPOSURE TO L O N D O N A N D I N T E R N AT I O N A L B U Y E R S
Situated on Park Lane, Mayfair, London, arguably one of the most prestigious locations in Europe, Fine & Country Head Office reaches markets other agents cannot reach. The office not only serves the lucrative London market but also provides a vital hub for our international market, referring clients all over the world. The office frontage spans over 40ft and displays a selection of Fine & Country properties from all over the globe. Our touch-screen technology displayed at the entrance of the office allows prospective buyers to browse through every Fine & Country property 24/7. We invite you to visit our showroom and international property centre at: 119-121 Park Lane, Mayfair, London W1.
Access the lucrative London and international buyers market from our prestigious showroom on Park Lane, London W1.
8
9 Exposure to London and international buyers
10
Global referral network
Global referral network
GLOBAL REFERRAL
NETWORK There are many advantages to instructing an agent who is part of a large international, national and regional network. Fine & Country’s network of offices in over 300 locations worldwide makes finding the right buyer a faster and easier process, and can help you find your perfect property from a range of locations throughout the world. The referral team is in regular contact with every Fine & Country office to ensure each stage of the buying and selling process, from submission to completion of the sale, is handled personally and professionally. This system allows buyers to find their dream property and sellers to find the right buyer wherever they are.
With Fine & Country offices in over 300 locations worldwide, you can access international market places with the trust and confidence of a global brand.
11
Lifestyle marketing
LIFESTYLE MARKETING
We do not just sell bricks and mortar; we sell a lifestyle our clients aspire to, offering clients information on location and access to amenities such as schooling, transport links, shops and restaurants. The lifestyle concept is achieved through professionally conducted sellers’ interviews that aim to highlight important lifestyle aspects of the home that factual descriptions fail to do justice to. Additionally, we use the latest in video technology to bring properties and their surroundings to life, complemented by the lifestyle property search tool on the Fine & Country website which includes equestrian, golf, waterfront and new homes searches. Fine & Country Golf, in partnership with European Tour Properties, offers you access to an exclusive portfolio of the most sought-after current and future golfing real estate developments from around the world.
We don’t just sell homes; we sell a lifestyle our clients aspire to.
12
13 Lifestyle marketing
14
Our range of publications
Our range of publications
OUR RANGE OF
PUBLICATIONS Exclusive Home Worldwide, our international publication Published on a quarterly basis and distributed via the Fine & Country global network of offices, Exclusive Home Worldwide offers a selection of the best Fine & Country properties for sale around the globe combined with international lifestyle articles. Refined, our national publication Refined is published 11 times a year and showcases the finest properties for sale with Fine & Country in the UK. Refined is distributed through all our offices in over 225 locations in the UK. The Collection, our regional publication The Collection is a bespoke lifestyle magazine dedicated to your region.The Collection is the perfect publication if you are looking at buying in a particular area, to keep up to date with the local property market or if you are simply looking for a magazine to read over the weekend. The Collection is delivered through the doors of local prime properties and local businesses, with a readership of high-net-worth individuals likely to be interested in the purchase of your property. Both Exclusive Home Worldwide and Refined are sent in electronic and interactive format to the thousands of Fine & Country customers registered on our central database as well as shared on our website and social media channels.
Our range of publications provides a selection of some of the finest properties for sale alongside lifestyle articles and are available from any Fine & Country office or electronically on the Fine & Country website.
15
The power of the Media Centre
THE POWER OF THE
MEDIA CENTRE The dedicated Fine & Country Media Centre based in the Park Lane Head Office ensures that Fine & Country appears in as many national and international publications as possible, building and sustaining brand awareness. The Fine & Country Media Centre team regularly secures editorial coverage throughout the printed and online press. We achieve brand and property exposure in a range of high-profile newspapers and magazines such as The Sunday Times,The Times, the Financial Times, The Saturday Telegraph, Country Life, The Metro and The Epoch Times to name but a few. With the ever-increasing importance of new technologies in the way people read the news, the Media Centre has become increasingly active online, animating the Fine & Country Facebook,Twitter, Instagram, Pinterest, Google Plus and LinkedIn pages. Whilst editorial coverage cannot be guaranteed, please contact your local Fine & Country agent if you think there is a story behind your property.
Public relations is a powerful marketing tool, providing a profile that cannot be bought. It is estimated that positive editorial coverage can be worth up to three times the value of equivalent advertising space.
16
The power of the Media Centre The Daily Mail Title: On the market … in arty enclaves F&C Office: East Sussex Date: 20th July 2018 Size: 1/3 page Circulation: 346,307 Ad.Value: £10,453
Financial Times Title: Hot property … Riverside F&C Office: Cannes Date: 24th March 2018 Size: 1/5 page Circulation: 198,237 Ad.Value: £18,780
Horse & Hound Title: Compete close to home F&C Office: Stamford Date: 22nd February 2018 Size: 1/3 page Circulation: 35,976 Ad.Value: £1,361
Money Week Title: Homes around 1 million F&C Office: Canterbury Date: 18th February 2018 Size: 1/4 page Circulation: 45,239 Ad.Value: £3,000
The Lady Title: On the market … retirement homes F&C Office: Englefield Green Date: 10th August 2018 Size: 1/4 page Circulation: 25,067 Ad.Value: £688
Country Life Title: East is east F&C Office: Kings Lynn Date: 25th April 2018 Size: 1/6 page Circulation: 41,314 Ad.Value: £4,000
The Sunday Times Title: Making moves F&C Office: Pembrokeshire Date: 22nd April 2018 Size: 3/4 page Circulation: 765,884 Ad.Value: £67,729
The Metro Title: Living the fairytale F&C Office: St Neots Date: 27th February 2018 Size: 1/10 page Circulation: 892,060 Ad.Value: £3,199
The Times Title: Prime properties F&C Office: Nottingham Date: 30th March 2018 Size: 1/6 page Circulation: 441,059 Ad.Value: 4,532
Saturday Express Magazine Title: Gorgeous Georgians F&C Office: Bath Date: 30th March 2018 Size: 1/4 page Circulation: 391,626 Ad.Value: £7,840
The Daily Telegraph Title: A new lease of life F&C Office: Fulham Date: 20th October 2018 Size: 1/12 page Circulation: 377,159 Ad.Value: £4,917
The Guardian Title: Fantasy house hunt F&C Office: Pembrokeshire Date: 2nd June 2018 Size: 1/3 page Circulation: 149,420 Ad.Value: £6,000
17
18
National advertising
National advertising
NATIONAL ADVERTISING
One of the main factors to consider when selling your property is its promotion; how can you make your property stand out and reach its full potential for a quick sale, at the right price? The tools to promote properties evolve constantly, which is why at Fine & Country, we stay abreast of the latest new media trends to ensure targeted and professional presentation of your property and to accelerate the sale of your home. By instructing Fine & Country, you will benefit from widespread exposure through print and digital advertising in some of the most regarded news media in the UK, including The Sunday Times, The Times, The Saturday Telegraph, Evening Standard and Horse & Hound.
Our media buyers have targeted national printed and online media specifically selected for the quality of their property section and minimal crossover of readers, ensuring your property is seen by as many potential buyers as possible.
19
Online marketing
FINE & COUNTRY ONLINE
MARKETING We have invested in our own IT department which plays a vital role in our marketing strategy, ensuring all Fine & Country properties are presented professionally online. The Fine & Country website www.fineandcountry.com offers customers the possibility to search properties on an international, national and local level. Your local office has its own micro-site, which gives tailored information on the area, allowing buyers to learn more about the location of the property before booking a viewing. For visitors who would like more information about a property or about Fine & Country, a live chat service is available 24/7. This service enables us to help our customers, even outside of office hours. Social networking (Facebook, Twitter,YouTube, LinkedIn, Pinterest and Instagram) Fine & Country is active on all major social networking channels including Facebook, Twitter, YouTube, LinkedIn, Pinterest and Instagram allowing visitors to comment, like and share properties and other industry-related topics. The Fine & Country website is also fully integrated with social networking bookmarks and sharing facilities. Instant online valuation Based on Land Registry data and the value of neighbouring sales, our instant online valuation tool will give you an indication of the current value of your home in seconds.
20
Fine & Country embraces all forms of technology, maximising your property’s visibility in order to reach the technology savvy audience.
21 Online marketing
22
The Company
Professional property presentation
PROFESSIONAL PROPERTY
PRESENTATION The Gold Marketing Service is an industry-leading and award-winning suite of marketing materials. Exclusive to Fine & Country, it is designed to highlight the most desirable features of your home, as well as presenting it professionally to the widest possible audience. A choice of packs are available. The most favoured Gold Marketing Pack includes: • Professional property particulars • Professional photography • Full-page feature in Refined • Lifestyle interview • Detailed floorplan • Video showreel
• Online page-turner particulars • Park Lane showroom presentation • HTML emailer • Professionally printed window card • Property of the week
Professional video or UAV (drone) video and stills can easily be added, as well as an EPC (if required). We also give you the option to replace the printed property particulars with a 3D view of your property, allowing potential buyers to ‘visit’ your property from the comfort of their own home and requesting a viewing only if they are truly interested. This reduces the number of first visits and has the additional benefit to be environmentally friendly. For every Gold Marketing Pack we prepare, we will make a £10 contribution to The Fine & Country Foundation. For more information, please see page 27.
Fine & Country offers a variety of options to suit each unique instruction. If the ideal marketing mix is not already present in our collection, we can tailor-make it to your requirements.
23
Interior design
FINE & COUNTRY
INTERIOR DESIGN Fine & Country Interior Design includes a network of Staging and Styling professionals who offer a bespoke service targeted at maximising your property’s value and increasing buyer enquiry volumes. On average a staged property will sell for 8%* more than an unstaged property. Therefore, we encourage all our vendors to consider the return on such an investment. Our experts take into account the target demographic, your budget and living arrangements throughout the sales process and tailor a package that will showcase your property at its best. Our staging packages are so popular that buyers often choose to purchase the furniture as well, or choose to rent the furniture for buy-to-let properties. This illustrates the extent to which our Staging and Styling services create a lifestyle, helping buyers to visualise their future in a property and how great an impact this can have on the sale of your property. * Source: Rightmove research.
Fine & Country has partnered with a variety of established interior design and stylist companies who will be able to offer you a bespoke design service.
24
25 Interior design
26
Foundation
FOUNDATION The Fine & Country Foundation was launched in July 2014 to help combat one of the largest social issues in the UK – homelessness. Often the causes of homelessness are misunderstood and disregarded; however, people become homeless for a whole range of complex and overlapping reasons such as family breakdowns, mental or physical health problems or debts. The Fine & Country Foundation is dedicated to bringing together all Fine & Country agents to raise awareness of the causes of homelessness whilst supporting homeless charities. For more information on the work the charity is doing, or to see how you can help, please visit fineandcountryfoundation.com
The Fine & Country Foundation Fighting homelessness
Registered Charity Number 1160989
THE FINE & COUNTRY FOUNDATION FIGHTING HOMELESSNESS
The Fine & Country Foundation
FINE & COUNTRY
INTERNATIONAL DIRECTORY HEAD OFFICE
LONDON 119-121 Park Lane, Mayfair London W1K 7AG Tel: +44 20 7079 1515 Fax: +44 20 7629 2329 parklane@fineandcountry.com Fine & Country Golf Tel: +44 20 7030 3590 golf@fineandcountry.com
AUSTRALIA
SYDNEY 316 New South Head Rd Double Bay, NSW, 2028 Tel: +61 1300 960 037 doublebay@fineandcountry.com PERTH Level 1 41-47 Colin Street WA 6005 Tel: +61 451 248 101 perth@fineandcountry.com
CAPE VERDE
Dunas Beach Resort & Spa ZDTI Algodoeiro Sal Santa Maria Ilha do Sal, 4111 Tel: +44 1902 875 395 capeverde@fineandcountry.com
CYPRUS
LARNACA 3-7 Arch. Makarios Ave Nicolaides Sea View City Showroom 3 6017 – Larnaca Tel: +357 2481 8000 cyprus@fineandcountry.co
FRANCE
CANNES 13 Rue Pasteur, Cannes 06400 Tel: +33 492 592593 cannes@fineandcountry.com
PORTUGAL
GERMANY
ESTORIL Avenida Aida Edifício Arcadas do Parque, Loja 19 2765-187 Estoril Tel: +351 214 643 636 infoirg@fineandcountry.com
HUNGARY
ALGARVE Praia da Carvoeiro Rua do Barranco, 62 Carvoeiro, 8400-569 Lagoa Tel: +351 282 354 140 algarve@fineandcountry.com
WOERRSTADT Friedrich-Ebert-Strasse 48-50 Woerrstadt, 55286 Tel: +49 6131 90180-0 germany@fineandcountry.com BUDAPEST Palazzo Dorottya, Apaczai Csere Janos utca 15 1051 Budapest Tel: +36 1 374 0129 hungary@fineandcountry.com
MAURITIUS
GRAND BAIE Chemin 20 pieds Grand Baie, 30513 Tel: +230 593 95959 mauritius@fineandcountry.com
MOROCCO
17, Rue Al Bouhtouri Quartier Gauthier, 20160, Casablanca Tel: +212 522 272 710 agadir@fineandcountry.com chris.north@fineandcountry.com
NAMIBIA
WINDHOEK 128 C/o Feld and Jan Jonker Windhoek Tel: +264 (0) 81 156 3839 admin@fineandcountry.co.na
ROMANIA
BUCHAREST 5B Strada Gheorghe Lazar, GF Sector 1 10201 Bucharest Tel: +40 21 300 56 04 romania@fineandcountry.com
RUSSIA
ST. PETERSBURG Office 7, House 43, Furshtatskaya Street St. Petersburg, 191123, Russia Tel: +7 (812) 322-52-01 Tel: +7 (812) 937-37-47 stpetersburg@fineandcountry.com
SOUTH AFRICA
RIVONIA International Realty, 29 Autumn Street Tel: +27 11 234 6545 support.sa@fineandcountry.com
SPAIN
MALAGA Alameda Principal No 7 29001 Málaga Tel: +34 608 77 39 23 spain@fineandcountry.com
THE CHANNEL ISLANDS
JERSEY 5 King Street, St Helier, Jersey JE2 4WF Tel: +44 1534 840022 jersey@fineandcountry.com
UAE
DUBAI HEAD OFFICE Saba Tower 1, Office 301, Jumeirah Lakes Tower Tel: +971 4 427 0202 info@fineandcountry.ae
USA
FLORIDA 43344 US – 27 DAVENPORT Florida 33837 Tel: +44 7447 925 579 florida@fineandcountry.com
WEST AFRICA
LAGOS 10 Onisiwo Road, Ikoyi, Lagos, Nigeria Tel: +234 1271 0722 admin@fineandcountryng.com