Daniel White Associate - Bespoke Marketing Strategy

BESPOKE MARKETING STRATEGY

BESPOKE MARKETING STRATEGY GOLD VS. PLATINUM COSTS

At Fine & Country, we don’t just sell property; we maximise its value. We do this through a three-pronged strategy focused on high-quality property presentation, global exposure, and a dedicated, professional service.

As your chosen agent, we will present your property in its absolute best light, expose it to the largest pool of potential buyers, and provide you with outstanding service that ensures you have an exceptional experience. Everything that we discuss with you will involve at least one of these three elements. Upgrade your strategy to our Platinum package for further marketing enhancements.

MEET YOUR AGENT

Hello, I’m Daniel White.

GOLD: 2% inc. VAT and contributions of £1,200.

PLATINUM UPGRADE: Requires additional client contribution of a further [£1,500] inc. VAT.

Since it’s often awkward meeting with strangers, especially those that carry the label of estate agent, I would like to share a few things about myself. Not so much what I do, or how I do it, but WHO I am.

These things matter to me.

Generosity - Things that I value (time, money and love) bring me that much more joy when they are unconditionally shared with others. Whether it's advice for potential clients or simply helping those that cannot help themselves, I try to be there for others whenever I can.

Knowledge - For me, it’s not just sharing or receiving information, or data, but the experience and context of someone who has understood and used that data. I believe it helps create better customer experiences. Whether it is negotiation, marketing, or communication, soaking up that knowledge from outside of our industry helps me better deliver on my promises.

Success - It’s often a judgement call - Success is good, failure, not so much. For me, it’s about achieving the right result, whether that’s completing a sale at a premium price, or sharing time with my kids as they enjoy being young. The rewards come in many guises. What matters for me is that success comes with fulfilment.

Recognition - It’s a thorny subject, but let’s not hesitate - I like being recognised, both for who I am and for what I do. It’s a fundamental human need, made that much harder by the career path I have chosen. Estate agencies have that negative reputation - I’d love to prove the critics wrong.

“People will work for a living, but they will die for recognition.” - Lee Odden

Calmness - It’s more productive for me and it’s healthier. Seeing the world with greater clarity and perspective is a core value of mine. Whilst others have this urge to be constantly “hustling and multi-tasking”, I try to be disciplined and focused. I like to think that leads to better decisions for myself and clients.

Ambition - Plenty have desire, few have ambition. In today’s world, ambition is often used interchangeably with greed and personal gain. But, for me, it requires courage and determination and above all a selfless ability to elevate and inspire others. It’s never a case of: I Win - Therefore You Lose. My ambition is to be recognised within our community as not simply an estate agent, but someone who helps make “the whole greater than the sum of its parts.” Aristotle, if you didn’t know:)

Thanks for taking the time to get to know me a little better.

PRESENTATION STRATEGY

PROPERTY PARTICULARS

A bespoke twenty-four page property brochure will be distributed to our extensive database both by post and electronically, to capture the interest of potential buyers.

PROFESSIONAL PHOTOGRAPHY, FLOOR PLANS AND EPCS

Our professional photographers will capture every element and character of your home, perfectly showcasing it both online and offline. Our highly-trained floor planners work to RICS guidelines and produce sophisticated plans. EPCs are a legal requirement when offering a non-listed property for sale or to let.

PROFESSIONAL VIDEO

A professionally produced video can increase engagement by 48% and it’s the best way to have your home noticed on social media to maximise the value of your home. Our videographer will produce a two-minute video, including internal, external shots, all accompanied by an appropriate soundtrack and presentation of the key selling points of your property.

PAGE TURNER AND EMAIL PRESENTATION

Our digital page turner brings your property particulars to life on the web. We also distribute a personalised HTML email to our prospective buyers, showcasing your property to our database.

PARK LANE PRESENTATION

We will display your property in our 40ft window display in our landmark London location; Mayfair. It is the largest estate agency shop frontage on Park Lane and displays some of the most elite properties from around the world. This exposure gives you access to the lucrative London and international investor market. Our touchscreen technology allows buyers to access all properties for sale with Fine & Country 24/7.

LIFESTYLE INTERVIEW

We employ a team of experienced property writers to carry out short lifestyle interviews by telephone. Our interviews bring your property to life by adding a personal touch; you have unique insight into your home and the local area, allowing us to offer a level of detail which surpasses a property brochure alone.

STAGING AND STYLING CONSULTATION

Staging and styling a property ensures your home achieves the interest and value it deserves. Our team of experts will stage your home to maximise the use of light and space, style key rooms to attract the target market and present each property as a home – helping buyers to see the potential and best your property has to offer.

PLATINUM UPGRADE

UAV (DRONE)

LED/PRESENTED BY AGENT

UAV (drone) 2 minute HD video and stills sweep around and over the grounds, fully presented by the Agent to showcase its setting and proportions, Video is already over two thirds of consumer internet traffic and growing, so should be a key part of your selling and social media strategy.

MATTERPORT 3D TOUR

A 3D tour allows potential purchasers to immerse themselves in your home, gaining a feel for the character and flow of the property as they move from one room to another. This feature will boost engagement while being extremely convenient – interested parties can tour your home from the comfort of theirs. We also offer a free staging and styling consultation to all Fine & Country clients.

A3 HARDBACK COPY OF BROCHURE FOR POSTERITY

As well as optimising your property for digital marketing, we believe a high-quality printed A3 hardback copy of your property's particulars can be both impactful and memorable. Not only is this a useful tool during the sales process, it can also be a treasured memento for you to keep.

Free consultation by Fine & Country Interior Design – client responsible for payment if happy with quotation.

EXPOSURE STRATEGY

NATIONAL, REGIONAL AND INTERNATIONAL MAGAZINES

Your property will be advertised in one or more of our prestigious publications:

THE COLLECTION is a property and lifestyle magazine dedicated to your region. Using sophisticated data, it is distributed via direct mail, to local prime properties and high-net-worth individuals.

REFINED

is our national publication. It is published monthly and showcases the finest properties for sale with Fine & Country in the UK. It is distributed to all our UK offices and their surrounding communities.

EXCLUSIVE HOMES WORLDWIDE is our international publication. It is published once a quarter and offers a selection of the best Fine & Country properties for sale around the globe, combined with international lifestyle articles. Your property will be available to over 120,000 high net-worth customers registered in our international database of active buyers and a selection of Fine & Country upper quartile sellers.

PREMIUM LISTING

We harness the power of Rightmove and Zoopla Premium listings to maximise the exposure of your property. Your property will also be featured on a show reel on the home page of fineandcountry.com.

PR PITCHING

The Media Centre has fantastic relationships with journalists from The Times, The Telegraph, the Evening Standard to name but a few. The team pitches properties to national, regional and online platforms on a regular basis.

SOCIAL MEDIA BOOST

Facebook is an effective marketing tool to promote your property. We can be selective and target potential buyers by income, interest and their demographic. This means we expose your home to many more potential buyers, including those who are not actively looking for a property.

LOCAL HAND DELIVERY SERVICE

We will hand deliver the magazine with your property feature to every house in the area that is on the market above £1,250,000.

PLATINUM UPGRADE

NATIONAL ADVERTISING

Regular advertising campaigns across national and local press ensure maximum exposure for your property. Speak to us about which newspaper we would recommend for your property, the circulation numbers and our suggested date of publication.

TARGETED MARKETING

Using a mix of socioeconomic and geodemographic data, we can filter down to those people who are most likely to be at a point in their property journey where your property will be of interest to them. We can even find the local people that are now in the position you were when you bought your home!

DOUBLE PAGE IN REFINED

Your property will be featured on a double page spread in our national publication, Refined. Published 11 times a year, the magazine is distributed through all UK Fine & Country offices and their surrounding communities. Your property will be available to up to 120,000 high net-worth customers registered in our international database of active buyers and a selection of Fine & Country upper quartile sellers.

COLLECTION FEATURE PAGE

The Collection is a property and lifestyle magazine dedicated to your region. Using sophisticated data it is distributed via direct mail to local prime properties and high-net-worth individuals.

PROFESSIONAL ACCOMPANIED VIEWINGS AND PRE-QUALIFICATION

All prospective buyers are accompanied on viewings by experienced, knowledgeable team members who are confident in promoting the benefits of your property and the local area. We financially qualify any interested party before passing an offer to you, to make sure that your time isn’t wasted. In-house sales progression is carried out by our experienced team and we will be on hand to assist every step of the way, from the offer stage up until completion.

OFFER HANDLING

We go to great lengths to ensure an offer is valid and that the potential purchaser is fully motivated before we put their offer forward to you. All serious offers will be discussed with you in person with all the appropriate research done prior.

We do everything we can to achieve the highest offer possible and so, unless you specifically request otherwise, your property will remain as “For Sale” across all marketing channels until contracts are exchanged. This helps keep the time between offer agreed and successful completion as short as possible and encourages maximum commitment and effort from the buyer we find.

SEARCH ASSISTANCE AND REFERRALS

If you're considering moving out of the area, our sophisticated referral system allows us to highlight your requirements to the most relevant Fine & Country office in your desired location and access their exclusive local knowledge. Utilise the extensive Fine & Country network to ensure that you receive the best service for your purchase as well as your sale.

COMMUNICATION

The sale of your property can be a stressful experience, so we will do all we can to mitigate that for you. The best way we find to achieve this is regular communication. To that end, we will call you at least once every two weeks and will come to see you, in person, every four weeks to review the strategy and make any changes we agree are required. The monthly marketing strategy review is a chance to revisit every element of our combined strategy and to see whether there is anything that can be improved upon.

FINE & COUNTRY HOME MOVE CONCIERGE

Powered by Just Move In, we’ll take care of all of the tedious administration that comes with moving in and out of a property, including council tax, water and sewerage, gas and electricity, broadband and media, phone, insurance, cleaning, removals and storage.

FREE CONSULTATION WITH INTERIOR SOLUTIONS

Fine & Country Interior Solutions offer a bespoke service to suit every home and every client. Our professional interior design team are on hand to provide a free consultation and quote, prior to bringing your property to the market.

Fine & Country Interior Solutions offer a full complement of services, from simple home dressing and finishing touches, to full staging and furnishing. With an impartial opinion and a skilled eye for detail, our highly experienced team can effectively present your home to its greatest advantage.

THE FINE & COUNTRY FOUNDATION FIGHTING HOMELESSNESS

The Fine & Country Foundation provides essential funding to homelessness charities in the UK and overseas. Every penny raised goes directly to those who need it most. By instructing Fine & Country, you are helping another vulnerable person transform their lives for good. Fine & Country will donate £100 upon completion of your sale. To give a personal donation, please speak to your agent.

TESTIMONIALS

My wife and I recently purchase a property in Wimbledon Village through Fine and Country which went incredibly smoothly. The sale was organised by Daniel White, the Wimbledon agent for F&C. We found Daniel to be extremely efficient, very calm and considered and always on the end of the phone to help with any question we asked. We highly recommend the company and Daniel if you are thinking of buying or selling your home in this area. Alex and Meralyn McCuaig

We can only say good things about Dan at Fine and Country. Compared to other agents we used he really is another level. From the quality of the video that he made to his use of social media ( including live Facebook events) we felt that the promotion of our property was exceptional and had no doubt that we would achieve asking price. Dan was always professional - early for viewings, respectful of our wishes regarding Corona precautions and easily contactable. We would recommend Dan and will certainly use Fine and Country if we move again. Simon Wise

1160989,

Fine & Country

119-121 Park Lane, Mayfair, London, W1K 7AG | T: +44 (0)207 079 1523 | M: +44 (0)7884 187 826 daniel.white@fineandcountry.com

Registered in England and Wales. Company Reg No 8328850 Head Office Address: 121 Park Lane, London, W1K 7AG

Each Gold or Platinum Marketing Service ordered will generate a £10 donation to the Fine & Country Foundation. Charity no.

striving to relieve homelessness.