F&C Marketing Booklet 2022 by Fine & Country

YOUR

MARKETING TO O L S I N 2 0 2 2

Becoming the

BRAND We value the little things that make a home MARKETING BOOKLET 2022_TS_V8.indd 1

25/02/2022 14:36

How Brand And Response Ma Work Alone and Converge

B R A N D AWA R E N E S S + R E S P O N S E M A R KResponse E T IMarketing NG

= INCREASED MARKET SHARE W H AT I S B R A N D AWA R E N E S S ? Brand awareness is the overarching and ongoing strategy which increases your brand recognition and credibility. Brand awareness cements the intrinsic values and characteristics of your company, using emotive messaging, aligning you with the correct audience and building trust.

Brand Marketing

How Brand And Response Ma Work Alone and Converge

16/02/2022 This graph shows the effect of brand awareness on a

Private & Conﬁdential

company’s success.

W H AT I S R E S P O N S E MARKETING?

Response Marketing

Response marketing covers the many ways in which you reach out to your audience asking them to directly contact you. Whether this is through direct mail, social media or email marketing, this will use rational language, persuading them why you are the right choice for them.

How Brand And Response Marketing Brand Marketing Work Alone and Converge

This graph shows the market share of an agent who only uses response marketing.

Marketing Y O U R S TResponse R AT E G Y FOR SUCCESS

Brand + Response Marketing

16/02/2022

Private & Conﬁdential

In order to grow your market share successfully, you must exercise both brand awareness and response marketing. By only using response marketing, your market share will never consistently increase in the long term.

Brand Marketing

16/02/2022

Did you know? Did you know, successful companies will do 60% brand awareness vs 40% response.

Private & Conﬁdential This graph shows the market share of an agent who uses a

combined strategy.

2 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 2

25/02/2022 14:36

THE GOOD NEWS The National Advertising Fund looks after most of the brand awareness activity for you, implementing initiatives on a regional and national level. It is still important that you carry out brand awareness on a local level, but your main focus should be response marketing.

W H AT T H E N AT I O N A L A D V E R T I S I N G F U N D C O V E R S Broadcast • Podcast advertising

Digital

• The Times

• Programmatic advertising

• The Sunday Times

• Social media advertising (Facebook and Instagram)

• The Saturday Telegraph • The Sunday Telegraph • The Evening Standard • Horse & Hound • The Week

• Property advertising on Horse & Hound and equestrianproperty4sale websites

• Influencer-style video production Insight • Monthly sales and lettings market reports as well as quarterly regional market reports • Lead Management System

• Property advertising on the FT property portal

• Country Life

• Live chat facility on the Fine & Country website

• The Financial Times

• Brand advertising on The Times tablet app • Pay per click advertising • Local GoogleMyBusiness optimisation

Local expertise, national presence, international audience FEATURE LYMINGTON HAMPSHIRE

EPPING ESSEX

An imposing five bedroom, Grade II Listed detached house in an enviable position placed at the centre of a sleepy hamlet. EPC Exempt Contact: 020 8418 0018 £2,000,000

DORKING SURREY

A charming three bedroom, Grade II Listed cottage with 1 acre of immaculate grounds and numerous outbuildings including a period barn. EP C E xemp t Contact: 01737 361014 £1,750,000

Panoramic sea views A beautiful six bedroom family home, nestled within around 4 acres of gardens and grounds with panoramic sea views. EPC: C The owner’s favourite room “The master bedroom has been designed to take full advantage of the panoramic sea views out to the Isle of Wight and it opens onto a huge decked area where we can sit out and watch those glorious sunsets.” Contact: 01425 203408 £3,999,950

CHELMSFORD ESSEX

Super luxury detached home, high-specification throughout with SMART technology and automation. Spacious, well planned and close to BR. EPC: D guide price Contact: 01245 979777 £1,350,000

NEWTOWN POWYS

An exceptional opportunity to purchase a stunning home which offers superb, flexible country living with approximately 10 acres and stabling. EPC Pending offers over Contact: 01686 623123 £850,000

PLAXTOL KENT

Six bedroom detached home situated in the highly desirable Yopps Green, an exclusive leafy hamlet of Plaxtol and in an Area of Outstanding Natural Beauty. EPC Pending guide price Contact: 01959 588900 £1,300,000 - £1,600,000

HORTON GOWER

Situated just a short stroll away from the most southern point of the Gower and famous beaches and bays. EPC: E offers over Contact: 01792 367301 £800,000

Head Office 119–121 Park Lane, London W1 | +44 (0)20 7079 1515 parklane@fineandcountry.com

SCARCROFT WEST YORKSHIRE

A fantastic family home set in private grounds. Beautifully presented, offering spacious accommodation, ideal for the growing family. EPC: D offers over Contact: 01132 034939 £1,500,000

NORMANTON ON THE WOLDS NOTTS

A superb detached residence offering potential to create a special home with stunning gardens and situated in approximately 14 acres. EPC: D Contact: 01159 822824 £1,250,000

BEWDLEY WORCESTERSHIRE

This unique Grade II* Listed commercial and residential property has planning permission granted to be turned into a beautiful six bedroom family home. EPC Exempt guide price Contact: 01384 958811 £800,000

• Feed into BriefYourMarket to send a monthly centralised newsletter to your customers

HIGH LITTLETON SOMERSET

A beautifully presented five bedroom barn conversion, quietly situated in over 7.7 acres on the edge of the village of High Littleton and within easy access of Bath. EP C: D OIEO Contact: 01761 252502 £1,395,000

NETHER WALLOP HAMPSHIRE

A fantastic opportunity to purchase this beautiful Grade II Listed thatched cottage, which dates back to the 16th Century. EP C E xemp t Contact: 01962 852200 £900,000

HIGH WYCOMBE BUCKINGHAMSHIRE

An elegant detached three bedroom Edwardian family home in an elevated position, boasting views over High Wycombe. EP C: D Contact: 01844 343131 £795,000

300 locations worldwide

A TOOL FOR EVERY STAGE OF THE PROCESS | 3

MARKETING BOOKLET 2022_TS_V8.indd 3

25/02/2022 14:36

A TO O L F O R

EVERY STAGE OF THE PROCESS

LEAD G E N E R AT I O N

Campaigns

– Page 8 Content LOCAL E X P E R T I S E HELP US FIGHT NATIONAL P R E S E N CHOMELESSNESS E INTERNATIONALIN A U2021 DIENCE DME DM CC YOGA.indd 1

11/02/2021 12:58

THE FINE & COUNTRY FOUNDATION FIGHTING HOMELESSNESS

Foundation 8 page leaflet 2021.indd 3

Your marketing strategy doesn’t end on exchange; promoting success within your territory feeds into lead generation once again…

19/03/2021 10:31

MOVING DAY Settle the children with their carer if they have one. If not, set up a room that contains their toys and a few treats. Give older children specific tasks, including packing their personal box. Give the removal team a full tour of the house. Keep the kettle boiling and the biscuits flowing.

W E L C O M E TO O U R M I N I G U I D E TO M OV I N G

Strip the beds and keep the linen handy, so you can pull it out for the first night in the new house.

Once the van is loaded, walk around with a member of the removal team to check you have got everything you want in the van.

Take the meter readings in your As we all know, moving house is an exciting, but often stressful time. That is why we have old and new homes. designed this booklet; to ensure that your moving day and the weeks leading to it can run as smoothly as possible. Lock all windows and doors before handing over the keys. You’ll find a few tips and checklists to help you avoid some of the anxieties many homeowners experience during this time. We hope this guide is of benefit to you. Unpack carefully in your new home, check for loss or damage Happy moving! and report it immediately.

C O UN T D OWN TO M OV I N G

Relax!

The home should be the treasure chest of living.” Le Corbusier, architect.

Countdown to Moving

C E L E B R AT I N G SUCCESS to generate leads

Buyers’ Database newsletter

– Page 34

4 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 4

25/02/2022 14:36

We are dedicated to creating a range of engaging marketing tools which will assist your business in attracting and retaining as many clients as possible. This booklet outlines all the tools in your arsenal as a Fine & Country agent, as well as covering how and when they are most effectively introduced in your client journey. All these items will be available over the course of the year to order through the Studio. Should you need more information on any of the tools, or you would like a more in-depth education on how you can utilise each element most effectively, join our monthly Academy Day series.

Search Academy Days in the Members’ Hub for information on upcoming dates.

Pitching tools for

WINNING LISTINGS – Page 22

Publications

Bespoke Marketing Strategy

FINE & COUNTRY

MARKETING PLAN

F&C website

MARKETING S T R AT E G Y once instructed – Page 30

Client Marketing Plan

A TOOL FOR EVERY STAGE OF THE PROCESS | 5

MARKETING BOOKLET 2022_TS_V8.indd 5

25/02/2022 14:36

U T I L I S I N G T H E TO O L S F O R A N E F F E C T I V E

STRATEGY All the elements covered in this booklet are effective tools in their independently, but when used in the right sequence and to the right audience will build a seamless and extremely competitive strategy.

SUGGESTED LEAD GENERATION ACTIVITIES Your lead-generation tools can be easily categorised by those used to target vendors who are already on the market, and those who are not.

ON-MARKET VENDORS

OFF-MARKET VENDORS page(s)

page(s)

Automated Prospecting System (APS)

Global marketing campaign

8-9

LeadPro

Publications

Hooked

Auto 50/50

EHW

Propensity to Move

Refined hand delivery

Fee Street

Direct mail

Social media

Microsite

Digital Packs

Buyers’ Database

Market Reports

6 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 6

25/02/2022 14:36

TOOLS FOR THE RIGHT STAGE IN THE CUSTOMER JOURNEY MARKET APPRAISAL C O N F I R M AT I O N PA C K *

M A R K E T A P P R A I S A L PAC K *

page(s) 10 questions valuation letter

page(s) Market Reports

Market Reports

PR Report

Bespoke Menu

Strategy for Success

Bespoke Menu

Refined magazine

Client Marketing Plan

Compliment slip

Magazines – EHW, Refined and Collection

Business card

24-page brochure (A3 hardback if possible)

National Advertising booklet

Offer letter The Foundation

LAUNCH PROPERTY TO M A R K E T

NURTURE page(s)

page(s) Bespoke Marketing Suite

Anniversary cards

Hooked

Market Reports

Social media

Refined/Collection (subscription)

Buyers’ Database

Auto 50/50 – New to Market

The Foundation

Fine & Country Brand Shop

*These packs should be professionally collated in a Fine & Country presentation folder (pg28).

UTILISING THE TOOLS FOR AN EFFECTIVE STRATEGY | 7

MARKETING BOOKLET 2022_TS_V8.indd 7

25/02/2022 14:36

L E A D G E N E R AT I O N T H R O U G H B R A N D

AWARENESS AND RESPONSE MARKETING

1 FINE & COUNTRY’S GLOBAL CAMPAIGN

We value the little things that make a home Following the success of the ‘We value’ global campaign in 2021, we will continue with this as our overarching campaign throughout 2022. Having one universal message across the brand reinforces consistency and trust amongst our audiences, ensuring the Fine & Country name and ideology is recognised wherever in the world you find it.

THE EVOLUTION The campaign has evolved for 2022 in response to rapidly shifting consumer expectations. We have added and adjusted the messages to incorporate the emerging values that better resonate with Fine & Country’s current and prospective clients in the post-Covid world.

8 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 8

25/02/2022 14:36

CORE VALUES The messages for 2022 will stem from four core values • Community • Changing lifestyles • Sustainability • Global brand

I N T E R N AT I O N A L M A R K E T S Throughout 2021, we have also been translating many of the global campaign messages into other languages, as well as creating bespoke materials for international markets, to better suit their climate and target demographic. If you’d like any of the assets from the global campaign translating, please contact studio@fineandcountry.com

s Valoramo unidad la com

Su hogar es mucho más que ladrillos y cemento. Está compuesto por vecinos amigables, una comunidad con ideas afines y los mejores servicios locales disponibles para que realmente se sienta como en casa. En Fine & Country, nuestro conocimiento local nos ayuda a comprender verdaderamente el valor de una casa. Conocemos al carnicero orgánico, su próximo panadero artesanal, un personal de mantenimiento de confianza o un mecánico fiable para su automóvil clásico.

Wir schätzen die kleinen Dinge, die aus einem Haus ein Zuhause machen

Póngase en contacto con su agente local de Fine & Country para obtener una visión incomparable de su mercado y una valoración de su propiedad.

Ihr Zuhause ist der Ort, an dem Ihre Familie das ganze Jahr über zusammenkommt und Sie unvergessliche Momente miteinander erleben. Ob Sie sich nun an den letzten gemeinsamen Familienurlaub zurückerinnern, den Kindern bei einem Kunstprojekt für die Schule helfen oder ein letztes Mal draußen im Garten essen, obwohl es eigentlich schon ein wenig zu kalt dafür ist. Wir kennen den Wert einer Immobilie, aber es ist unsere Wertschätzung für genau die Momente, die nicht mit einem Preisschild versehen sind, die uns zu einem geschätzten Partner machen, unabhängig davon, ob Sie kaufen oder verkaufen möchten. Passt Ihre Wohnsituation noch zu Ihren aktuellen Bedürfnissen? Kontaktieren Sie Ihren lokalen Fine & Country Makler und finden Sie Ihr neues Zuhause, an dem weitere kostbare Erinnerungen entstehen können. Fine & Country DACH Nextower Thurn-und-Taxis-Platz 6 60313 Frankfurt/Main + 49 69 999 9880-0

Fine & Country [xxx] [address] [phone number] [email address] fineandcountry.com

A4 Advert Valoramos la comunidad_ AH.indd 1

o el tiempntos s o m a or Val pasamos ju que Valoramos el tiempo que pasamos juntos Relajarse con una merecida copa de vino, embarcarse en el próximo viaje culinario o planificar su próxima gran escapada, el tiempo que pasamos juntos nunca ha sido tan valioso. Y su hogar es donde comienzan las mejores cosas. Donde se reúnen los que son importantes para usted.

04/02/2022 11:46

Entendemos el valor de una propiedad, pero es nuestro apego por su lugar especial lo que nos convierte en un socio valioso, ya sea que esté comprando o vendiendo. Póngase en contacto con su agente local de Fine & Country y comience a planificar su próximo viaje hoy mismo. Fine & Country [xxx] [address] [phone number] [email address] fineandcountry.com

FINEANDCOUNTRY.COM A4 Advert Valoramos el tiempo que pasamos juntos.indd 1

08/02/2022 14:39

ätzen nte Wir scehM ome r e d on es b LEAD GENERATION THROUGH BRAND AWARENESS | 9

MARKETING BOOKLET 2022_TS_V8.indd 9

25/02/2022 14:36

AUTOMATED PROSPECTING SYSTEM (APS) This in-depth and extensive mailing service is designed to encourage vendors who have instructed other agencies to reconsider their options and remind them your expert services are available.

{Name} {Address 1} {Address 2} {Town} {Postcode}

It is based on a selection of trigger points, as follows: New instruction

«Date» Dear Homeowner, Did you realise your property has been on the market for over 6 months?

A choice of 1 to 28 weeks on the market Withdrawal of a property Price reduction Sale falls through

Maybe your property has not been marketed to the right audience or maybe your agent’s enthusiasm has waned. Either way changes need to be made if you want to sell your property. A fresh approach could be the answer. A surge of enthusiasm from a pro-active agent, new professional photography, new property description and a re-launch of your home to make it look like a new property to the market will generate new activity and interest from buyers.

A fresh approach to selling your property could be the answer

Did you realise your property has been on the market for over 6 months? Maybe your property has not been marketed to the right audience or maybe your agent’s enthusiasm has waned. Either way changes need to be made if you want to sell your property.

You can choose whether you would like to send letters or direct mail cards. Licensees buy data for a fixed monthly cost of £15 per postcode district.

Fine & Country specialises in the marketing and presentation of properties like yours. Our unique and creative marketing techniques have won us national and international awards and helped us sell homes that other agents have been unable to sell. Our use of technology together with traditional media ensures we achieve the best possible price for our clients’ homes. Our advice is free and there is no obligation to take up our service. To take advantage of our expertise and take the first step towards selling your property, call us to book a free appraisal on «Phone Number». We look forward to being of service to you. Best regards, «Name»

A fresh approach could be the answer. A surge of enthusiasm from a pro-active agent, new professional photography, new property description and a re-launch of your home to make it look like a new property to Fine & Country «Office» the market will generate new activity and interest from buyers.

«Address» Tel:«Phone»

Fine & Country specialises in the marketing and presentation of properties like yours. Our unique and creative «Email» marketing techniques have won us national and international awards and helped us sell homes that other fineandcountry.com agents have been unable to sell. Our use of technology together with traditional media ensures we achieve the best possible price for our clients’ homes. Our advice is free and there is no obligation to take up our service. To take advantage of our expertise and take the first step towards selling your property, call us to book a free appraisal on «Phone Number».

Sample Address Address Line 1

Registered Company {XXXXX} | Place of Registration {XXXXXXXX} | Registered Number {XXXXXXXXX} Address Line 2 Registered Office {Address}

Address Line 3 Address Line 4 Postcode

If you have instructed another agent on a sole agency/ sole selling rights basis please check the terms of their contract to avoid the possibility of paying two fees.

[Fine & Country xxx] [address] [phone number] [email address If you have instructed another agent on a sole agency/sole selling rights basis, please check the terms of their contract to avoid the possibility of paying two fees.

IF UNDELIVERED, PLEASE RETURN TO: UNIT 2, ORION PARK, ORION WAY, KETTERING NN15 6PP

Letters: 50p each

For more information please visit: fineandcountry.com

Direct mail card non-laminated not in envelope: 50p each Direct mail card non-laminated in envelope: 52p each

For more information on the service or to sign up, search ‘Auto Prospecting’ in the Members’ Hub.

AUTO 50/50 Save time, generate leads, celebrate your successes and increase brand awareness with Fine & Country’s fully automated marketing service.

SALE

R E C E N T LY A G R E E D I N YO U R A R E A

It sends an A5 direct mail card (with or without an envelope) every time the system is triggered by criteria, pre-selected by you. Choose from New to the Market and/or Recently Sold (SSTC) Target your preferred audience: nearest G & H council tax properties G, H & F council tax properties Choose your preferred card design

N E W TO T H E

MAR K E T I N YO U R A R E A

The system is defaulted to Auto 50/50, which means that 50 cards will be sent to properties either side of the property you recently instructed or sold, with a total of 100 cards being sent. Auto 50/50 card non-laminated not in envelope: 50p each Auto 50/50 card non-laminated in envelope: 52p each For more information on the service or to sign up, search ‘Auto 50/50’ in the Members’ Hub. 10 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 10

25/02/2022 14:36

FEE STREET Fee Street is a platform dedicated to helping agents understand their local market and win business more efficiently off the back of this. By analysing the data of properties, you can identify the streets and locations with the highest earning potential and target them with a tailored marketing campaign. •

•

D I S C O V E R W H AT T YOUR HOME IS WORTH Street/location Did you know, house prices here have increased by [avg increase %] over the past five year, meaning the average house in this area could be worth [£ avg increase] more in value today. Get in touch for a no-obligation valuation.

All the hard work is done for you. Fee Street does the research and displays it in a visual, dynamic dashboard, so you can easily assess your marketplace. Identify the streets and localities with the highest chance of moving, which could also produce the highest return on investment. Sending targeted, tailored marketing means you can send less for more effective results.

As well as a tool for automated marketing, you can build a single-page business plan from the data available. Letters cost 52p each.

[Agent Name] [Fine & Country xxx] [address] [phone number] [email address]

If you have already instructed an agent on a sole agency basis, please check the terms and conditions in order to avoid the potential liability of having to pay two fees.

LOCAL KNOWLEDGE

S T R E E T / L O C AT I O N

£1,259,995 average sold price

26.59% sold price increase

FOR MORE INFORMATION PLEASE VISIT FINEANDCOUNTRY.COM

£25,995 average price increase

over a 5 year period

Search ‘Fee Street’ in the Members’ Hub.

DIGITAL HUB DIRECT MAIL CARDS There is an extensive range of options available to you on the Digital Hub, within the Members’ Hub. These can be used to either target a specific area, promote a property or increase brand awareness. It is a simple and cost-effective marketing tool. Head Office consistently designs new mail cards, with each new campaign, content, product or service, to help you regularly connect with your customers and refresh your local message. Highly targeted address data can be filtered by council tax band, length of residency and a range of other criteria. Cards cost 56p each.

We understand that those looking to buy a home are not just investing in a property, they are investing in a lifestyle. Having a home that fits your style and your needs is of course very important but what happens when you step out of it? What matters to you most? For some, it’s being close to public transports and the shops, for others, good schools are top of the list, and for the outdoorsy types, it will be close to the beach, bridle paths or ski slopes. With our network of over 300 offices worldwide and our specialist lifestyle marketing, you can be assured that we can find a Fine & Country home for you. So why not stop dreaming and contact your local Fine & Country property consultant to start your search?

LOCAL E X P E R T I S E NATIONAL P R E S E N C E INTERNATIONAL A U D I E N C E

We will be delighted to help you find your dream home. For more information or a free valuation, please contact:

Sample Address Address Line 1 Address Line 2 Address Line 3 Address Line 4 Postcode

Fine & Country [xxx] [address] [phone number] [email address]

Or visit fineandcountry.com

We understand that those looking to buy a home are not just investing in a property, they are investing in a lifestyle. Having a home that fits your style and your needs is of course very important but what happens when you step out of it? What matters to you most? For some, it’s being close to public transports and theFOR MORE INFORMATION PLEASE VISIT: FINEANDCOUNTRY.COM shops, for others, good schools are top of the list, and for the outdoorsy types, it will be close to the beach, bridle paths or ski slopes. With our network of over 300 offices worldwide and our specialist lifestyle marketing, you can be assured that we can find a Fine & Country home for you. So why not stop dreaming and contact your local Fine & Country property consultant to start your search? We will be delighted to help you find your dream home. For more information or a free valuation, please contact:

IF UNDELIVERED, PLEASE RETURN TO: 7 SIGNET COURT, SWANNS ROAD, CAMBRIDGE CB5 8LA

Sample Address Address Line 1 Address Line 2 Address Line 3 Address Line 4 Postcode

Fine & Country [xxx] [address] [phone number] [email address] Or visit fineandcountry.com

Search ‘Digital Hub’ in the Members’ Hub.

IF UNDELIVERED, PLEASE RETURN TO: 7 SIGNET COURT, SWANNS ROAD, CAMBRIDGE CB5 8LA

FOR MORE INFORMATION PLEASE VISIT: FINEANDCOUNTRY.COM

LEAD GENERATION THROUGH BRAND AWARENESS | 11

MARKETING BOOKLET 2022_TS_V8.indd 11

25/02/2022 14:36

SOCIAL SNIPPET VIDEOS Short videos are most effective on social media, so this series consists of 5-10-second-snippet videos highlighting key Fine & Country services, in a bite-size and accessible way for our customers. We encourage you to share these videos from the main Fine & Country social media channels and you can also download them to post on your own social media channels.

Keep an eye out for new snippet videos being released or view current ones by searching by product/campaign in the Members’ Hub.

SOCIAL MEDIA ASSETS Animate your social media channels and share the campaigns on social media using the various assets, text and hashtag suggestions you can find on the Members’ Hub under the Social Media Toolkit.

Download from the Members’ Hub; search ‘Marketing Campaigns’.

12 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 12

25/02/2022 14:36

HTML MAILERS Email remains one of the most cost-effective and simple to produce methods of marketing. Including engaging content and clear calls to action will ensure that people click through to your property listings or your microsite. An HTML template is produced for each brand campaign and digital initiative, so ensure you copy the template into your office email system and send out to any relevant contacts. YOU COULD TARGET:

• Current clients

• Current buyers

• Disinstructed clients

• Failed MAs from the past two years

Did you know? We have training tips and videos on the Members’ Hub which show you how to make the most out of the assets we supply you, as well as tips on building your social media strategy. Search ‘Social Media Toolkit’ to find out more.

If you would like any new email templates creating then please contact the Marketing team on studio@fineandcountry.com

PROPENSITY TO MOVE Propensity to Move data, which is available as part of your Auto Prospecting membership, lets you target homeowners who are likely to move in the next 12 months. TwentyCi use factual historic data to predict how likely changes are in the year, including personal demographic, property demographic, location and market activity. • Their Propensity to Move model successfully predicted 79.3% of all new instructions that came to the market. • They were able to predict the majority of property listings of people who hadn’t considered moving prior to lockdown. • Results show the top 10% of the model provides the strongest return on investment, identifying 33% of new instructions – the audience within these results will be available to agents through Propensity to Move.

KEY STATS K ND E Y SATAT ENGLA ND S WAL E S E N G L A N D A N D WA L E S

{Name} {Address 1} {Address 2} {Town} {Postcode}

OCTOBER NATIONAL MARKET OVERVIEW: RETURNING TO NORMAL Dear Homeowner,

Cost of the double-sided newsletter sent in an envelope: 55p

In many ways October marked a return to ‘normal’ for the economy and the property market. The final stamp duty holiday has ended, travel restrictions are easing and the furlough scheme has drawn to a close. Prices and demand hold firm The annual growth in UK house prices remains solid, although month-on-month prices have stabilised. An average of independent forecasters expect prices will end the year 5.8% higher than where they started, with price growth of 3.9% predicted for 2022. At 8.3%, annual price growth across the prime markets of England and Wales has pushed the average price of a prime market property to over £1.15 million. Double-digit annual price growth is evident across all regions except London. The reopening of many international travel corridors, along with a return to the office, should lead to a busy final quarter of the year for agents in the capital. The search for space is set to be a legacy of the pandemic, with many homeowners still taking stock of their current homes and lifestyles as they readjust to new hybrid working patterns. Although it has fallen from the heady days of the spring, buyer demand remains above normal levels. At just under 74,500, the Bank of England report monthly mortgage approvals in August were at their lowest level in over a year, but still over 10% higher than the long-term monthly average

REGIONAL

REGIONAL P R E M I U M M A R K E T S : TOP 5 % P R E M I U M M A R K E T S : TO P 5 %

£395,000 £522,859 +10.8% £249

£500,000 £680,436 +17.1% £323

£491,000 £661,947 +18.4% £307

£554,000 £729,536 +15.4% £342

£509,000 £665,879 +15.0% £296

£442,000 £572,607 +14.0% £288

£772,000 £1,044,230 +11.8% £489

£784,000

£1,150,214

8.28%

£595

£47.4bn

18,447

(2015-2019). Demand for property in September was Rebalancing the books 12% higher year on year, with few signs of any significant The Chancellor, Rishi Sunak, is likely to announce the LATEST DATA QUARTERLY CHANGE ANNUAL CHANGE drop off as autumn takes hold (Dataloft Demand Index). government’s plans for taxation and spending over the next three years in the Autumn Budget on 27th October. MORTGAGE APPROVALS (MTH) 74,453 -9.5% -15.3% Supply remains constrained With government borrowing as a proportion of GDP at its RESIDENTIAL TRANSACTIONS -11.2% 20.9%War II, rebalancing the There is little sign of any substantial change (MTH) to the shortage 98,300 highest ratio since the end of World of supply that has beset the market since the start of the year. books will be a tricky task. Consumer confidence reached GROSS MORTGAGE LENDING (MTH) £21.5its bn -1.4% 11.2% Stock levels per agent remain historically low (RICS). Compared pre-pandemic level in August, the same month the ONS to 2020, the year-to-date volume of (QT) homes for sale is 28% reported employee numbers were back to pre-Covid NEW HOME STARTS 37,190 23.7% 36.0% lower and the flow of new supply some 5% lower (Zoopla). levels. However, this has pared back in recent weeks, a Home movers who have sold subject(QT) to contract, cash 36,190 result of concerns over the rising price of food and fuel and NEWalready HOME COMPLETIONS -16.7% 24.4% purchasers and first-time buyers are in the best position to the end of government support via the furlough scheme. benefit from such a competitive marketplace. In the first eight months of 2021 it is estimated 1.06 million property sales have Rising inflation, although likely to be temporary, may lead I PREMIUM MARKETS I NATIONAL taken place across the2 UK, a higher total than throughout the to interest rates nudging higher over the final quarter of whole of 2020.Transaction volumes in August were 7% higher the year, the Bank of England Monetary Policy Committee than the long-term August average (HMRC 2010-2019). To set to have two further meetings before 2021 draws to date in 2021, 2.6% of all property sales across England and a close. Wales have been for £1 million or more, with more than half taking place outside of the capital (Dataloft, Land Registry). We understand the value of local and national market knowledge when advising our customers on the sale and purchase of their home. If you would like to know the current value of your property, whether you are thinking about selling, re-mortgaging, releasing equity or you are simply curious, we are here to help. Do not hesitate to contact us for a no-obligation valuation of your property on [phone number], [email address]. Best regards, «Name»

£710,000 £962,235 +15.8% £436

£915,000 £1,299,565 +12.4% £517

£1,470,000 £2,400,308 –2.7% £1,120

4 I PREMIUM MARKETS I NATIONAL

Scan the code to view the market overview in video

Fine & Country «Agent/Office» «Address» Tel:«Phone» «Email» fineandcountry.com Registered Company {XXXXX} | Place of Registration {XXXXXXXX} | Registered Number {XXXXXXXXX} Registered Office {Address} If you have instructed another agent on a sole agency/sole selling rights basis please check the terms of their contract to avoid the possibility of paying two fees.

LEAD GENERATION THROUGH BRAND AWARENESS | 13

MARKETING BOOKLET 2022_TS_V8.indd 13

25/02/2022 14:36

NATIONAL AND REGIONAL MARKET REPORTS

FEBRUARY 2021

N AT I O N A L H O U S I N G M A R K E T U P D AT E

Fine & Country provides in-depth property market research reports, powered by Dataloft Inform. The reports include a monthly national overview and quarterly regional reports, which are part of the National Advertising fund and can be downloaded for free.

Standard: on 170gsm silk throughout:

Use the dedicated Market Report web page to promote the reports and drive traffic back to the Fine & Country website, encouraging further actions like booking a valuation or searching our listings: fineandcountry.com/uk/market-report.

250 copies: £177.50 + VAT

25 copies: £45 + VAT 50 copies: £50 + VAT 100 copies: £90 + VAT NATIONAL

REGIONAL

P R E M I U M M A R K E T S : TOP 5 %

Luxury: on 250gsm uncoated cover and 120gsm uncoated inner: ENGLAND & WALES

A4 8-page printed copies can be ordered, either in the generic format or with your office contact details and in two materials.

£347,000 £453,896 +0.5% £234

25 copies: £55 inc delivery + VAT

OCT 2017

NOV 2017

DEC 2017

JAN 2018

FEB 2018

MAR 2018

APR 2018

MAY 2018

JUN 2018

JUL 2018

AUG 2018

SEP 2018

£414,000 £578,080 +4.9% £309

£405,000 £536,386 +0.8% £289

Source: Dataloft, Land Registry

£465,000 £614,344 +2.4% £328

ENGLAND & WALES

£425,000 £547,925 +2.4% £287

£1,200

£1133

50 copies: £75 inc delivery + VAT

£900

£688

£600

£608

£536

£530

SEMI-DETACHED

DETACHED

£375,000 £480,633 +2.7% £266

£681,000 £922,450 +1.4% £499

£300

0 FLAT/APARTMENT

100 copies: £95 inc delivery + VAT

TERRACED

ALL PROPERTY Source: Dataloft, Land Registry

PREMIUM MARKETS I NATIONAL I 5

£585,000 £778,953 +2.5% £414

£792,000 £1,094,501 –1.1% £533

£1,470,000 £2,456,426 +6.1% £1,285

4 I PREMIUM MARKETS I NATIONAL

250 copies: £175 inc delivery + VAT To download the latest reports, search ‘National & Regional Market Reports’ in the Members’ Hub.

To add your own office contact details and a small profile: £25 + VAT

MARKET COMMENTS IN VIDEO As well as the printed monthly National Market Reports, each month we create a short video update based on the latest data. These are presented by Nicky Stevenson and are uploaded to YouTube, shared across social media and on the Fine & Country blog. To make them accessible for all viewers, the videos are less than two minutes long and include on-screen visuals for the statistics and also subtitles for viewing the video in silent mode. Watch previous versions of The View from Park Lane on our YouTube channel.

INSIGHT SYSTEM This is an essential research tool for building knowledge on and assessing your marketplace. Not only does it help you make decisions on where and how to market but gives you the knowledge to share with clients. There are four main reports which you should be using from the Insight System: • Market share report • Competitive landscape report • Valuation vs price achieved report • Completion timescales report

14 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 14

25/02/2022 14:36

THE FINE & COUNTRY BRAND SHOP The Fine & Country Brand Shop offers agents around the world a wide range of merchandise and branded products that will leave a lasting impression.

A great advantage of the shop is that there is no minimum order, meaning you can purchase items as and when you need, saving your business money and space.

The collection offers a range of product, from workwear and stationery to beautiful home-moving gifts for your clients. Made from bamboo and other eco-aware materials, each product has been designed and selected with sustainability in mind.

As well as being able to purchase stationery and clothing for your team to ensure they’re professionally and consistently representing the brand at all times, the range of home-moving gifts is the perfect way to leave a lasting impression with your clients and nurture them for future business.

Scan the QR code to visit the Fine & Country Brand Shop

LEAD GENERATION THROUGH BRAND AWARENESS | 15

MARKETING BOOKLET 2022_TS_V8.indd 15

25/02/2022 14:37

THE FINE & COUNTRY WEBSITE The new website has been designed to deliver a best-in-class, global Fine & Country website, which increases awareness of the international structure of the brand whilst delivering a site which stands out from competition in the upper quartile of the market and enhances the customer journey to drive business as well as additional revenue across the network internationally.

D E L I V E R A B E S T- I N - C L A S S FINE & COUNTRY GLOBAL WEBSITE • The new site has a global property search, meaning customers can search for properties, quite literally anywhere, from one central search function. • Country pages are also translated into multiple native languages and property listings in 108 dialects, via Google Translate. • There is also an integrated currency converter.

E N H A N C E T H E C U S TO M E R J O U R N E Y TO D R I V E MORE BUSINESS • The improved search facility within each country site allows you to search by person (agent) as well as location. • Agents can have their own dedicated profile page to connect with their customers. • Improved property location map with information on local amenities.

S TA N D O U T F R O M THE COMPETITION • New Case Studies page to highlight successes. • Events page to promote local and national events you will be attending. • New Development pages designed specifically to showcase all the relevant information and documents. • A new ‘Why Fine & Country’ page which showcases our mission, vision and values.

IMPROVED FUNCTIONALITY F O R YO U • Your own access to the CMS to edit and add your own pages. • Access to an SEO tool within the CMS to optimise your pages and create tracking links for your digital campaigns. • Access Google Analytics.

COMING SOON • My F&C: visitors can save searches and properties as well as their currency and language preference and more. • Discreet marketing: give access to your discreetly marketed properties to potential buyers you will pre-qualify. Visitors will be able to send you a request to see your properties. Visitors will also be notified if a discreetly marketed property falls within their search criteria. Now that you have a brand-new microsite with more content, promote it! Share your local area guides and case studies on social media.

• A Marketing page displaying our unique strategy of presentation, exposure and service.

16 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 16

25/02/2022 14:37

YOUR MICROSITE Each Fine & Country location is given a microsite within fineandcountry.com/uk. Your microsite is a hugely powerful marketing tool, are you making the most of it?

HOME AND C O N TA C T PA G E S Whilst these may seem like the most straightforward pages, it is integral that the details here are kept up-to-date and relevant to your office. The Home page could shape someone’s first impression of your business so make sure it’s a positive one.

MEET THE TEAM Adding your team members makes your microsite more personable and ensures customers can find and contact you as easily as possible. Team members will be recognised on Google search, meaning if a potential client has spoken to someone in your office but misplaced their contact details, they will easily be able to find and contact them, simply through a Google search.

L O C AT I O N GUIDES Location guides not only show off the beautiful areas within your territory, highlighting the reasons they’re desirable places to live, but increase the chance of people landing on your microsite. Imagine someone is looking at visiting a local attraction in your area, they search for it online and thanks to SEO, a link to your location guide – which features that attraction – appears. This is a straightforward way to increase the visibility of the Fine & Country brand and reinforce your credibility as an expert in the local area.

CASE STUDIES We all know the power of testimonials and the Case Studies section of your microsite is the perfect place to compile a library of all your success stories to help drive more business. By adding key figures, including number of viewings, time on the market and final sale price, as well as an overview of the strategy, gives your audience a snapshot of your offering and evidence of your credibility.

Don’t forget to add local events to your microsite so people know where you will be and where to find you

A TOOL FOR EVERY STAGE OF THE PROCESS | 17

MARKETING BOOKLET 2022_TS_V8.indd 17

25/02/2022 14:37

LEAD MANAGEMENT SYSTEM POWERED BY LEADPRO The book a valuation form, book a viewing form and instant online valuation tool on the new website are linked to your new LeadPro Premium dashboard.

LEAD RESPONDER Did you know, the average estate agent takes two days to respond to a lead. LeadPro acknowledges your leads instantly with an email and text message, maintaining the contact until you can get in touch personally. • The email and text message are personalised and fully branded • It contains a link back to the listing, for the customer to refer back to • It contains a CTA for the customer to enter more details, qualifying them as a potential lead • Sent to buyers, sellers, renters and landlords

THE DASHBOARD

This lead responder is a great source of new business, which 85% of applicants engage with, converting applicants to instructions and also generating mortgage leads

All your leads will sit within your LeadPro dashboard, where you can not only manage your leads but see which portals give you the best leads and much more. You can also switch easily between offices and filter by a range of variables. You can also give access to your mortgage broker, so they can access their own leads from the same system.

For every 100 questionnaires sent, 33 mortgage leads and 24 valuation leads are received.

AU TO - C A L L E R F U N C T I O N The Auto-caller function allows you to call your valuation leads as soon as you receive them. When you receive a valuation lead, the system can automatically call you and ask you whether you would like to ring the person straight away. At the press of a button, you could be talking to your next instruction, beating any competition. This function has increased valuations booked for some agents between 22% and 41%.

Most people who request an instant online valuation aren’t looking to sell immediately, they’re gauging what their property might be worth with a future decision in mind. There is on average 100 days between a valuation request and a decision to sell, making this a long-term campaign. • Brilliant source of new business leads • Get desktop notifications • Receive leads through the referral system if outside your area

Fine & Country locations using LeadPro from January 1st to December 31st 2021

27,501

14,189

51.6

3,163

1,228

585

A P P L I CA N T S

AP P L I CAN T S Q U AL I FI ED

QUALIF IC ATION %

VENDOR LEADS

MORTGAGE LEADS

LA ND LO R D LE A D S

18 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 18

25/02/2022 14:37

DIGITAL PACKS Provided by Starberry, the digital marketing packs are carefully crafted to achieve a great return on investment regardless of your size and marketing budget. The digital marketing services are designed specifically for estate agents to drive hot leads through the strategic use of every digital channel, with highly creative campaigns and smart, detailed reporting. Starberry have created three exclusive digital marketing packs focused on increasing leads, improving brand visibility and designed with scalability in mind, to ensure you always get the best ROI as your business grows.

T H E S TA R T E R PA C K The Starter pack is ideal for any estate agent just getting started with digital marketing and looking to test the waters. It’s designed to give you the lowest hanging fruit in terms of online visibility and to start generating more leads as quickly as possible. It focuses on: • Local SEO • Paid Search • Reporting

T H E G R OW T H PAC K The Growth pack is a more advanced digital marketing offering, for estate agents looking for accelerated growth. It is designed to give you a true multichannel digital marketing campaign, with enhanced results; in addition to everything that’s included in the Starter pack, you will receive: • Paid Social Media • Video Marketing • Link Building

T H E U LT I M AT E PA C K The Ultimate pack is a comprehensive digital marketing offering, for estate agents with bigger aspirations. It’s an enhanced version of the Growth pack, where every digital channel is optimised and harnessed to work hard for your business while leveraging the full power of content marketing through the additional use of: • Email Marketing • Blogs

For more information on the Digital Packs, contact fineandcountry@starberry.tv

A TOOL FOR EVERY STAGE OF THE PROCESS | 19

MARKETING BOOKLET 2022_TS_V8.indd 19

25/02/2022 14:37

GOOGLEMYBUSINESS Being on GoogleMyBusiness with the correct details and an optimised account will increase your visibility, drive more traffic to your office and make the Fine & Country brand even more recognisable in your area.

W H AT W I L L H A V I N G YO U R A C C O U N T P R O P E R LY S E T UP ACHIEVE? • Set an immediate good first impression for searchers who see your business’ essential information. • The Google Maps integration, which makes it easier to find your business’. • Insights from GoogleMyBusiness provides key statistics like how many people viewed your listing, how many clicked to visit your site and how many called you directly from the listing information. Starberry will provide you with a report each time it is your turn to have your account optimised. • Rank your business in Google’s ‘Local Pack’ – businesses that appear in the box at the top of the search page along with a map and dropped pins. Appearing in the Local Pack will increase traffic to your website.

W H AT W O R K I S C A R R I E D O U T O N YO U R AC C O U N T ? Starberry will carry out the following work on your account to optimise your GoogleMyBusiness: • Confirm your office name, address and phone number and update your account if required. • Update your business information, service options, business categories, service descriptions, and working hours. • Register you or create accounts in popular online UK directories such as Yell, Yelp or Touch Local. This will increase your chances of being found. • Create GoogleMyBusiness posts and guide you through the best content to add, and the formats that will be most performant.

If you have a GoogleMyBusiness account, but we don’t have access, or you need one setting up, please contact support@fineandcountry.com

20 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 20

25/02/2022 14:37

THE REFERRAL SYSTEM Utilise the global network that you belong to and earn a 20% referral fee. Being part of a global network has many advantages, but none more so than when it comes to the opportunities for referrals. Use the network to boost your revenue by referring clients to fellow Fine & Country offices across the UK, and the world. You can track the progression stage by stage with the new software and see it automatically update when the property is listed or SSTC. Get referring; it’s never been so easy to earn additional income!

PORTAL ASSETS Portal assets are a simple but effective way to increase brand awareness. In many instances they can also be linked to your ‘Book a Valuation’ page to drive more business. For every seasonal campaign, there is a selection of portal assets created. Rather than just using a single image from the campaign, you can mix and match the messages to create an engaging series of messages.

If there are sizes you cannot find on the Members’ Hub, email studio@fineandcountry.com and we create these for you.

A TOOL FOR EVERY STAGE OF THE PROCESS | 21

MARKETING BOOKLET 2022_TS_V8.indd 21

25/02/2022 14:37

P I T C H I N G TO O L S F O R

WINNING LISTINGS

2 PUBLICATIONS

Collection

Refined

Exclusive Home Worldwide

Since 2020, we have an improved and lower-cost version of Collection, which features a larger selection of your best properties on the market alongside lifestyle editorial and carefully selected advertising. Collection is priced at £1.00 per copy and can be delivered to local homes in G and H council tax bands for an additional cost. The minimum order is 1,000 copies. Each issue is now produced to order just for you, to suit your marketing schedule.

Refined is our signature publication, showcasing Fine & Country’s best properties across the UK. Published 11 times per year, the magazine is distributed through all UK Fine & Country offices. All Bespoke Marketing Suite properties receive a full-page advert in Refined and 10 copies of the magazine.

Exclusive Home Worldwide (EHW) is a lifestyle property magazine focusing on people interested in international living. It is distributed globally via the Fine & Country agent network and sent digitally to the 120,000 high-net-worth customers registered in our database.

Contact Steven Hall of TBC Publishing at steven@tbcpublishing.co.uk or 01803 752184.

To order Refined or Exclusive Home Worldwide, search ‘Publications’ in the Members’ Hub.

Edition

Refined copy deadlines

130

Friday 7th January

131

Friday 11th February

132

Friday 11th March

133

Friday 8 April

134

Friday 13th May

135

Friday 10th June

136

Friday 8th July

137

Friday 12th August

138

Friday 9th September

139

Friday 7th October

140

Friday 11th November

Price per copy 1 to 49 copies: £3.00 + VAT each 50 to 99 copies: £2.75 + VAT each 100+ copies: £2.50 + VAT each + delivery Issue

EHW copy deadlines

Friday 28th January

Friday 22nd April

Friday 22nd July

Friday 21st October

22 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 22

25/02/2022 14:37

NATIONAL ADVERTISING

As part of the National Advertising fund, your properties can be advertised in the main UK national newspapers including The Times, The Sunday Times, The Saturday Telegraph, The Evening Standard, Horse & Hound, The Financial Times, The Week,and Country Life. We have created a booklet with all the details and the deadline dates, which you can take with you on valuation appointments. Deadlines per group are available on the Members’ Hub. If you are unsure which group you are in, please contact Head Office.

F O R YO U R P R O P E R T Y

NATIONAL ADVERTISING

ONLINE An integrated campaign using both traditional print and digital advertising is essential to ensure your property reaches a much larger audience. These two modes of advertising work best when complemented with each other, enabling greater brand exposure. Your property can be marketed on all Fine & Country channels: fineandcountry.com facebook.com/FineandCountry instagram.com/fineandcountryhomes youtube.com/FineandCountryEA linkedin.com/company/fine-&-country Pay Per Click Using Google AdWords, we will be serving paid adverts within online search results based around our property lifestyle departments. This will allow us to grow traffic to the website and increase visibility of your property.

We value the little things that make a home

FEATURE HARTFIELD, EAST SUSSEX

STUNNING 3 BEDROOM PERIOD PROPERTY Situated in the High Weald Area of Outstanding Natural Beauty adjacent to the Ashdown Forest we offer to the market ‘The Old Vicarage’.

LOCAL

EXPERTISE

NATIONAL PRESENCE

INTERNATIONAL

Favourite Room “I think my favourite spot in the house would be the upstairs landing. The lovely view towards the feature bathroom beautifully frames the scenery beyond. It’s been a perfect house for our family and our love of entertaining. They don’t build them like this anymore, especially in this setting.”

AUDIENCE

‘The Old Vicarage’ is a stunning period property believed to have been built in the early 20th Century using the same materials from which the ‘Holy Trinity’ Church was built a few years before. Offering in excess of 4,500 sq. ft. of accommodation arranged over three floors in a charming plot of 1 acre. Externally the gardens are predominantly laid to lawn with mature trees and hedgerows acting as the boundary with the house centred in the middle. The main front

lawn stretches to the lane and the church and features mature flower beds.

National Advertising_Booklet_A5_2022_BOS.indd 1 RADLETT HERTFORDSHIRE 7 | 4 | EPC: C 4 | Contact: 01923 853 366

RADLETT HERTFORDSHIRE

£4,500,000

7 | 4 | EPC: C 4 | Contact: 01923 853 366

Data-driven advertising We will be aligning the Fine & Country brand with audience insights built from social data, which will help us engage with the right targeted audience.

15/02/2022 10:03

RADLETT HERTFORDSHIRE

£4,500,000

7 | 4 | EPC: C 4 | Contact: 01923 853 366

Horse & Hound website 1,100,000 monthly unique users We advertise equestrian properties on the property search of the Horse & Hound website with a 12-month listing.

£4,500,000

To the rear there are various lawns interspersed with mature shrubs and hedging before reaching the well maintained heated swimming pool with further terrace and hot tub area.

EPC Rating: E Contact: 01825 767 575 £1,700,000

RADLETT HERTFORDSHIRE 7 | 4 | EPC: C 4 | Contact: 01923 853 366

RADLETT HERTFORDSHIRE

£4,500,000

7 | 4 | EPC: C 4 | Contact: 01923 853 366

Facebook and Instagram The leaders in social media. Advertising through these channels is key to providing greater audience reach, engagement, and lead generation on enquiries and it is highly targeted to the key audience groups.

RADLETT HERTFORDSHIRE

£4,500,000

7 | 4 | EPC: C 4 | Contact: 01923 853 366

£4,500,000

RADLETT HERTFORDSHIRE

4 | EPC: C 7 | 4 | Contact: 01923 853 366

£4,500,000

RADLETT HERTFORDSHIRE 7 | 4 | EPC: C 4 | Contact: 01923 853 366

RADLETT HERTFORDSHIRE

£4,500,000

RADLETT HERTFORDSHIRE 7 | 4 | EPC: C 4 | Contact: 01923 853 366

£4,500,000

7 | 4 | EPC: C 4 | Contact: 01923 853 366

RADLETT HERTFORDSHIRE

£4,500,000

RADLETT HERTFORDSHIRE

£4,500,000

7 | 4 | EPC: C 4 | Contact: 01923 853 366

£4,500,000

7 | 4 | EPC: C 4 | Contact: 01923 853 366

RADLETT HERTFORDSHIRE

7 | 4 | EPC: C 4 | Contact: 01923 853 366

£4,500,000

RADLETT HERTFORDSHIRE

£4,500,000

7 | 4 | EPC: C 4 | Contact: 01923 853 366

£4,500,000

4 | EPC: C 7 | 4 | Contact: 01923 853 366

£4,500,000

RADLETT HERTFORDSHIRE

£4,500,000

RADLETT HERTFORDSHIRE

£4,500,000

Head Office 119–121 Park Lane London W1 | +44 (0)20 7079 1515 | parklane@fineandcountry.com

RADLETT HERTFORDSHIRE

7 | 4 | EPC: C 4 | Contact: 01923 853 366

4 | EPC: C 7 | 4 | Contact: 01923 853 366

NATIONAL ADVERTISING 2022

15/02/2022 10:03

£4,500,000

RADLETT HERTFORDSHIRE

£4,500,000

RADLETT HERTFORDSHIRE

£4,500,000

National Advertising_Booklet_A5_2022_BOS.indd 4

7 | 4 | EPC: C 4 | Contact: 01923 853 366

£4,500,000

RADLETT HERTFORDSHIRE

£4,500,000

4 | EPC: C 7 | 4 | Contact: 01923 853 366

£4,500,000

Search ‘National Advertising’ in the Members’ Hub to view details of the fund. Search ‘Presentation Material’ to view and order the National Advertising booklet.

PITCHING TOOLS FOR WINNING LISTINGS | 23

MARKETING BOOKLET 2022_TS_V8.indd 23

25/02/2022 14:37

BESPOKE MARKETING STRATEGY This menu allows you to clearly showcase the distinct offerings of Fine & Country within your market appraisal appointments, guiding the seller through our exposure, presentation and service strategy. Personalise to your office with testimonials, meet the team and your own fee structure. Price Available free of charge through the Studio when using the Bespoke Marketing Suite service.

Please speak to your Regional Manager for details on this and the Bespoke Marketing Suite service.

A STRATEGY FOR SUCCESS 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

GERMANY/AUSTRIA/SWITZERLAND WOERRSTADT Friedrich-Ebert-Strasse 48-50 Woerrstadt, 55286 Tel: +49 6131 90180-0 germany@fineandcountry.com

ALGARVE Praia da Carvoeiro Rua do Barranco, 62 Carvoeiro, 8400-569 Lagoa Tel: +351 282 354 140 algarve@fineandcountry.com

This concise brochure highlights Fine & Country’s unique selling points and explains how each one benefits your client. 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

Price £90 for 50 copies £180 for 100 copies + delivery CYPRUS

LARNACA 3-7 Arch. Makarios Ave Nicolaides Sea View City Showroom 3 6017 – Larnaca Tel: +357 2481 8000 cyprus@fineandcountry.com

FRANCE

Online marketing | 20

CANNES 13 Rue Pasteur, Cannes 06400 Tel: +33 492 592593 cannes@fineandcountry.com

RUSSIA

HUNGARY

BUDAPEST Palazzo Dorottya, Apaczai Csere Janos utca 15 1051 Budapest Tel: +36 1 374 0129 hungary@fineandcountry.com

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

MAURITIUS

RIVONIA International Realty, 29 Autumn Street Tel: +27 11 234 6545 support.sa@fineandcountry.com

GRAND BAIE Chemin 20 pieds Grand Baie, 30513 Tel: +230 593 95959 mauritius@fineandcountry.com

SPAIN

WINDHOEK 128 C/o Feld and Jan Jonker Windhoek Tel: +264 (0) 81 156 3839 admin@fineandcountry.co.na

A STRATEGY FOR SUCCESS

MALAGA Alameda Principal No 7 29001 Málaga Tel: +34 608 77 39 23 spain@fineandcountry.com

NAMIBIA

THE CHANNEL ISLANDS

PORTUGAL

ESTORIL Avenida Aida Edifício Arcadas do Parque, Loja 19 2765-187 Estoril Tel: +351 214 643 636 infoirg@fineandcountry.com

JERSEY 5 King Street, St Helier, Jersey JE2 4WF Tel: +44 1534 840022 jersey@fineandcountry.com

WEST AFRICA

LAGOS 10 Onisiwo Road, Ikoyi, Lagos, Nigeria Tel: +234 1271 0722 admin@fineandcountryng.com

Online marketing | 21

Fine & Country Golf Tel: +44 20 7030 3590 golf@fineandcountry.com

FINE & COUNTRY ONLINE

MARKETING Each year, we actively review our marketing strategies to ensure that we’re offering our clients the best possible exposure for their property. The Fine & Country website www.fineandcountry.com offers customers the possibility to search properties on an international, national and local level. 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. Financial Times Property Listings All Fine & Country offices have their properties fed through to the Financial Times Property Listings site, which reaches over 40,000 users per month. It’s the ideal place to advertise premium residences, second homes and holiday properties. Social media 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. Property portals Our offices advertise on major property portals. For more information on which portals your property will appear on, please contact your local office.

Fine & Country will give your property exposure to the best possible audience, using the latest in digital targeting technology.

Strategy for Success_MARCH 2020 UPDATE_Pages_TS_V4.indd 20

13/03/2020 12:30

Strategy for Success_MARCH 2020 UPDATE_Pages_TS_V4.indd 21

13/03/2020 12:30

24 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 24

25/02/2022 14:37

Professional presentation | 6

ACCELERATED MARKETING Accelerated Marketing details how Fine & Country will approach the marketing of the seller’s property to accelerate interest, viewings and the sale. Price £75 for 50 copies £150 for 100 copies + delivery

PROFESSIONALS Your home is unique; it deserves added attention to highlight the outstanding features. In order to achieve maximum impact for your property, all marketing elements including imagery and text are created by a team of professionals. Our dedicated Studio, Media Centre and IT department co-ordinate the whole process, drawing on years of experience in marketing and property presentation. Experienced property professionals will deliver eye-catching photography, detailed floor plans and engaging video content as required. A knowledgeable writer will take a personal interest in what it is like to live in your home, exploring the surrounding locality as well as any major enhancements made to the property. Conducting a telephone interview with you, examining not the measurements of your home but the benefits of its character and location, the professional writer will create an invaluable insight for the prospective purchaser and for any journalists, if you choose to promote your property in the press.

Your home is unique. It deserves added attention to bring its outstanding features to life.

ACCELERATED MARKETING

YOUR PROPERTY IN THE PUBLIC EYE

FREE EXPOSURE FINE & COUNTRY 2020 PR REPORT

YO U R P R O P E R T Y I N

£11,461,737

T H E P U B L I872C E Y E

Equivalent Advertising Value (EAV)

84,315,693

2,211,606,464

Circulation

Monthly Unique Users (MUU)

Total number of copies in 2020

Total for 2020

Online

Mentions in blogs and online articles in 2020

Press

Emphasise the work of the Fine & Country Media Centre team, based in Park Lane, London. Very few agents have access to the PR facilities which are available through the Media Centre, so make sure to mention this as much as possible to your clients.

Mentions in newspapers and magazines in 2020

2 | YOUR PROPERTY IN THE PUBLIC EYE

To order any of these materials, search ‘Presentation Material’ in the Members’ Hub.

Regional, national and international coverage in print, online and on social media to ensure targeted exposure of your property.

PR Reports are produced every month to demonstrate the widespread exposure which the brand has received. This is across both print and digital outlets and is free exposure which amplifies the paid advertising outlets.

FINE & COUNTRY

PR REPORT NOVEMBER 2021

£1,258,892

6,174,331

FINE & COUNTRY

JANUARY 2022

Equivalent Advertising Value (EAV)

Circulation

Total number of copies this month

Total this month

Press

Online

Mentions in newspapers and magazines this month

Mentions in blogs and online articles this month

£2,075,883

8,089,972

245

Equivalent Advertising Value (EAV)

Circulation

Press

Online

Highlights of the month Client: Source: Date: Page: Reach: Value:

Fine and Country Horse & Hound 11/11/2021 28 30112 4263.8700

Client: Source: Date: Page: Reach: Value:

Fine and Country Daily Express 20/11/2021 63 297920 18832.2100

PROPERTY

This former farmhouse comes with pristine gardens, ornate fireplaces and stunning views. The 18th-century stone property has five bedrooms, a study and a traditional kitchen with a separate pantry. A side extension is ideal for use as a home office or extra reception room. The city of Lancaster is just four miles away for excellent schools, mainline trains and a wide range of shops. Call Fine & Country on 01524 380560 or visit fineandcountry.com

Settle S ettle d down in your forever family home

72 MIDDLE STREET, STROUD, GLOUCESTERSHIRE PRICE: £799,950 This Grade II-listed period property boasts feature ﬁreplaces, decorative coving and sash windows and has an impressive eight bedrooms, three reception rooms and a large cellar space with plenty of potential. To the front are two lawned terraced areas and a gravel driveway. Located in “Old Stroud”, the well-loved home enjoys local amenities including specialist shops, galleries and a weekly farmers’ market. Call Hamptons on 01453 270176 or visit hamptons.co.uk

GHYLL BANK HOUSE, GREYSTOKE, CUMBRIA PRICE: OFFERS OVER £900,000

LOWER BROAD STREET, LUDLOW, SHROPSHIRE PRICE: £625,000 Set over three ﬂoors, this beautifully renovated townhouse is in one of Ludlow’s most sought-after locations. It offers four bedrooms, an open-plan kitchen and a light and spacious conservatory. There’s ample storage throughout and a private courtyard to the rear. The picturesque River Teme and town centre are a stone’s throw away, along with a range of pubs and restaurants. Call Knight Frank on 01743 664202 or visit knightfrank.co.uk

1 of 1

Coverage is reproduced under license from the NLA, CLA or other copyright owner. No further copying (including the printing of digital cuttings) digital reproductions or forwarding is permitted except under license from the NLA, http://www.nla.co.uk (for newspapers) CLA http://www.cla.co.uk (for books and magazines) or other copyright body.

Client: Source: Date: Page: Reach: Value:

+44 (0) 20 7264 4700

services@kantarmedia.com www.kantar.com/media

This elegant family home is located on the edge of the Lake District National Park, just north of Ullswater. Built in 2004, the immaculate property boasts traditional features and has ﬁve characterful bedrooms and a large garden room. It also offers wrap-around outdoor space including a paved area perfect for alfresco dining. The outstanding Greystoke primary school is close by and commuter links are a short drive away. Call Finest Properties on 01434 622234 or visit ﬁnestproperties.co.uk

Client: Source: Date: Page: Reach: Value:

20 November – Saturday Express Magazine Fine & Country Lancaster – Our House 1 page Circ – 297,920 EAV – £18,832 1

Coverage is reproduced under license from the NLA, CLA or other copyright owner. No further +44 (0) 20 7264 4700 copying (including the printing of digital cuttings) digital reproductions or forwarding is permitted except under license from the NLA, http://www.nla.co.uk (for newspapers) CLA services@kantarmedia.com http://www.cla.co.uk (for books and magazines) or other copyright body. www.kantar.com/media

Fine and Country The Sunday Times 21/11/2021 2 653340 53601.2800

MAKING MOVES The best of this week’s property on sale

Mentions in blogs and online articles this month

Highlights of the month

Fine and Country The Guardian 01/01/2022 44 129053 24658.2000

SATURDAY MAGAZINE 63

11 November – Horse & Hound Fine & Country Oxfordshire – Living the dream 1 page Circ – 30,112 EAV – £4,263

Mentions in newspapers and magazines this month

Total number of copies this month

Total this month

LANE HOUSE, BROOKHOUSE, LANCASHIRE PRICE: £650,000

Our house

WORDS: LUCY ROBINSON PROPERTY EMAIL: KIRSTEN.JONES@REACHPLC.COM

PR Reports can be shared digitally from the Hub or ordered in print from the Studio.

PR REPORT

Fantasy house hunt Ultimate dream homes for sale

Client: Source: Date: Page: Reach: Value:

Fine and Country The Guardian 01/01/2022 44 129053 24658.2000

Horsmonden, Kent £2.5m The tips of four roundels of this Grade II-listed converted oast house are just visible above the tree line of the Kentish countryside between Horsmonden and Brenchley. It dates back to the 16th century but has been newly refurbished. The open-plan reception area has vaulted ceilings with honey-coloured oak beams while glazed balustrades and toughened glass floors on the first and second floor allow natural light to flood the house. There are five bedrooms, a cinema room, a study and a gym, and green technologies such as an electric car charging point and a biomass boiler. Hamptons, 01892 640 316

APARTMENT 1, FLETE HOUSE, ERMINGTON, DEVON PRICE: £330,000

Past masters

Step b back k iin time i and d settle l iinto a hi historic i h home TITHE COTTAGE, WRAYSBURY, BERKSHIRE PRICE: £795,000 This 16th-century Grade II-listed property is just an hour’s drive from London. Boasting a mature front garden, it has four bedrooms, three reception rooms featuring beams and real wood ﬂooring and a kitchen opening onto a raised decked terrace. To the rear, a children’s

Bath, Somerset £375,000 The Empire building is a window on life in the roaring 20s. Built in the early 1900s as a luxury hotel, it has a grand vaulted entrance hall and sweeping mahogany staircase to what are now apartments. Residents have access to a rooftop garden, a cinema room, a snooker room, a gym, a sauna, a craft room, a laundry room, a lounge, a dining room and a concierge service. This second�ﬂoor apartment has one bedroom and a private balcony running the length of the property and overlooking Pulteney Bridge on the River Avon. Down the corridor are a couple of guest suites that can be booked for visitors. Fine & Country, 01225 320 032

HOUSE OF THE WEEK GLOUCESTERSHIRE Palladian mansions don’t get much grander than this. The Hewletts is a Cotswolds stone mansion ten minutes’ drive from Cheltenham, the chichi spa town that hosted The Times and The Sunday Times Literature Festival last month. The grade II listed, eightbedroom pile has been elegantly restored and sits in 45 acres, with views over the racecourse at Prestbury Park. savills.com

play area and vegetable garden complete the plot. Wraysbury village offers local amenities including a cricket pitch, primary school and selection of pubs. Call Hamptons on 01753 415265 or visit hamptons.co.uk

One of 29, this serviced apartment in a former Elizabethan Grade I-listed mansion is exclusively available to retired over-55s. Granite ﬁreplaces and high ceilings ﬁll the property, which has its own private walled garden and superior drawing room. Communal facilities include 12 acres of landscaped grounds through which the River Erme passes, an Italianate garden, croquet lawn and a billiard room where yoga classes are held. Call Luscombe Maye on 01548 830831 or visit luscombemaye.com

THE GRANARY, MIDDLETON ON THE HILL, HEREFORDSHIRE PRICE: £665,000 FOLKESTONE HOUSE, CLIFTON, BEDFORDSHIRE PRICE: £800,000

Set across three floors, this former granary boasts spectacular views across the Herefordshire uplands. With three bedrooms, three reception rooms and a modern country kitchen with built-in appliances, the Georgian-style property is flooded with natural light. Accessed via electric gates, the sweeping driveway has enough parking for five vehicles, with the surrounding lawns requiring little maintenance. The village of Leysters is a short drive away. Call Knight Frank on 01743 664202 or visit knightfrank.co.uk

Bursting with an array of character features inside and out, this handsome home has ﬁve bedrooms, three reception rooms and a solid oak kitchen with potential for an extension. A large garden surrounds the property, with a summer house and separate courtyard area providing additional space. It’s less than 40 minutes from St Pancras, and Champneys Spa Henlow is nearby, too. Call Fine & Country on 01234 607999 or visit ﬁneandcountry.com

The Guardian, 1st Januaryn– Ultimate dream homes for sale Fine & Country Bath Circ: 129,053 EAV: £24,658

Compiled by Victoria Brzezinski

Fine and Country Daily Express 22/01/2022 63 297920 17996.7700

PROPERTY

� The Solent, Hampshire £3.6m If living down a remote country lane is not solitary enough, try the middle of the sea. Spitbank Fort was one of a chain of marine forts built in the Solent in the late 1800s to protect Portsmouth dockyard from seaborne attacks. Now a ﬂoating mansion, it has nine bedrooms and bathrooms, a cinema room, a games room and a wine cellar. On the upper deck are sun terraces, a hot tub and ﬁre pits, with panoramic views of the seascape. The crow’s nest is a self�contained annex. The Isle of Wight village of Seaview is about three miles by boat to the south�east. Knight Frank, 020 7861 1080

Compiled by Anna White

WORDS: LUCY ROBINSON PROPERTY EMAIL: KIRSTEN.JONES@REACHPLC.COM

PR REPORTS

Saturday Express Magazine, 22nd January – Past Masters Fine & Country Bedford and Central Bedfordshire Circ: 297,920 EAV: £17,996 1

5 Coverage is reproduced under license from the NLA, CLA or other copyright owner. No further +44 (0) 20 7264 4700 copying (including the printing of digital cuttings) digital reproductions or forwarding is permitted except under license from the NLA, http://www.nla.co.uk (for newspapers) CLA services@kantarmedia.com http://www.cla.co.uk (for books and magazines) or other copyright body. www.kantar.com/media

21 November – The Sunday Times Fine & Country Rutland, Stamford and South Lincolnshire – Making Moves 1/3 page Circ – 653,340 EAV – £53,601

Client: Source: Date: Page: Reach: Value:

Fine and Country Metro (London) 25/01/2022 15 860039 121235.5100

Client: Source: Date: Page: Reach: Value:

1 Coverage is reproduced under license from the NLA, CLA or other copyright owner. No further +44 (0) 20 7264 4700 copying (including the printing of digital cuttings) digital reproductions or forwarding is permitted except under license from the NLA, http://www.nla.co.uk (for newspapers) CLA services@kantarmedia.com http://www.cla.co.uk (for books and magazines) or other copyright body. www.kantar.com/media

GEORGIA MAISEY

AT HOME WITH

» From Page 15

ISA MARIE BROWN has carved a career out of being unconventional. The fuchsia-haired, 40-year-old entrepreneur, based in the coastal community of Rhoose, in the Vale of Glamorgan, has a passion for challenging stereotypes. Through her company, Pinkspiration.co. uk, she provides training, practical skills and mentoring to encourage girls and women to break into the traditionally male-dominated spheres of construction and building. And, in her spare time, she indulges her passion for racing hot pink

L f Gl

ISA MARIE BROWN has carved a career out of being unconventional. The fuchsia-haired, 40-year-old entrepreneur, based in the coastal community of Rhoose, in the Vale h i f

supercars at a competitive level. Lisa Marie is the owner of a trio of envyinducing motors, including the UK’s first customised pink Ferrari, a Porsche Panamera and – her favourite – a limitededition McLaren 600LT. ‘I just love to drive the McLaren, the technology is mind-blowing,’ says Lisa Marie, who has had her own show on Cardiff TV, Superstars And Supercars, and is used to turning heads when behind the wheel. Having just been placed as a finalist in the Top 50 Formula Woman competition,

she hopes to make it into the top ten of the of Glamorgan, has a passion for challenging stereotypes. Through her company, Pinkspiration.co. uk, she provides training, practical skills and mentoring to encourage girls and women to break into the traditionally male-dominated spheres of construction d b ildi A d i h i h

GT Cup Championship later this year, driving an aerodynamically inspired £150,000 McLaren 570S, with its teardrop-shaped cockpit and a top speed of about 200mph. As you’d imagine, she is not the kind of person who spent lockdowns perfecting her banana bread. Instead, as well as honing her racing skills, she has spent much of the past 12 months working on her 3,086sq ft, four-bedroom house, part of a small enclave of LA-style modernist

Continued on Page 16 »

She has renovated five other homes and did a lot of the handiwork in and outside Dreamwood herself, including carpentry, furniture installation, painting and decorating. But she got professionals in to resurface the driveway. ‘I needed more room to park the supercars,’ she says. It now holds at least five, plus there’s a double garage. Inside the house, Lisa Marie focused on reconfiguring the spaces to serve her needs perfectly, with an emphasis on bold pattern and colour. On the ground floor, the open-plan, cashmere-coloured Wren kitchen is subtle enough, but the pink Fendiinspired wall, created by one of Lisa Marie’s graphics team, and electric-blue chairs around the concrete dining table, with a trio of chrome Tom Dixon globes hanging above, add the requisite zing. Bif ld d h h ll

KELLE

PINK P PI INK NK KS SUPERCARS UPER UP ER RCA CARS R O RS ON N THE TH DR D DRIVE, IVE E A PINK CHAMPAGNE CHAM AMPA PAGN PA G E BAR… GN BA AR THIS THI HIS S ENTREPRENEUR’S HOUSE IS PINKSPIRED, SAYS EMMA WELLS

L ENTREPRENEUR S HO

‘I use pink to empower other women to go for their dream’

was a builder, I spent a lot of my childhood helping him out on sites, and picked up a lot of skills. My experience on building sites and working from a homes, near the seafront town of Barry, young age has stood me in good stead.’ 13 miles from Cardiff. Dubbed ‘the pink The home is full of pink pops and supercar house’ by locals, Dreamwood, as Lisa Marie calls it, has been transformed from an anodyne newflashes, in furniture, artwork and on the build into a luxurious coastal retreat, rear garden walls. For Lisa Marie, there featuring an Instagram-worthy magenta is nothing girlish or overtly feminine wall, a ‘Jacuzzi jungle’ garden with a about pink. Instead it represents the pink champagne bar, a gym and glam power of transformation and indoor and outdoor entertaining spaces. affirmation. ‘I have used the colour pink ‘I bought the house a year ago, having in my business, cars and home as a fallen in love with the location, but signal to encourage and empower other everything inside was really neutral, so women to really go for their dreams. I wanted to put my own stamp on it,’ I’ve had tricky times in my life, and says Lisa Marie. She shares the home always wanted to use those experiences with her partner, who she says prefers to be a role model for other people to stay out of the limelight. ‘As my dad struggling. If I can do it, so can you.’ b ild I l f Sh h dfi h h

THE PINK LADY

3 Coverage is reproduced under license from the NLA, CLA or other copyright owner. No further +44 (0) 20 7264 4700 copying (including the printing of digital cuttings) digital reproductions or forwarding is permitted except under license from the NLA, http://www.nla.co.uk (for newspapers) CLA services@kantarmedia.com http://www.cla.co.uk (for books and magazines) or other copyright body. www.kantar.com/media

Metro (London) 25th January – At home with the pink lady Fine & Country Cardiff X/X page Circ: 860,039 EAV: £121,235 1

Search ‘Press Relations’ in the Members’ Hub.

F&C PR Report January 2022.indd 1

09/02/2022 12:28

PITCHING TOOLS FOR WINNING LISTINGS | 25

MARKETING BOOKLET 2022_TS_V8.indd 25

25/02/2022 14:37

BESPOKE LETTINGS SERVICE Fine & Country’s partnership with Complete RPI projects the brand into the marketplace of premium rentals, a new and exciting endeavour. As the property market evolves, it is important that Fine & Country agents are able to offer a solution for every sector of the market, from land and new homes to lettings. Whether enhancing an existing letting offering or opening a new revenue opportunity, this service enables agents to access the premium lettings market. Thanks to a client journey that pivots around a single point of contact with an asset-managed approach, it is perfectly suited to high-net-worth investors.

Search ‘Lettings Service’ in the Members’ Hub for more information.

BUYING AGENT SERVICE Fine & Country agents are now able to offer a unique and truly premium service to their vendors, through the partnership with Garrington Property Finders. Provide your vendor the opportunity to have their dream home found, negotiated and secured for them, saving time and leaving the search to the professionals. BENEFITS TO YOUR CLIENT • • •

Save them time, money, and the stress of finding a property Provide the option to find a property before putting theirs on the market Give access to off-market and discreetly marketed properties

Search ‘Buying Agent Service’ in the Members’ Hub.

INVEST IN YOUR PRECIOUS TIME O U R P R O P E R T Y B U Y I N G PA R T N E R C A N F I N D E X Q U I S I T E , E X C L U S I V E H O M E S , F O R YO U

SAVE YOUR TIME FOR DOING WHAT YOU LOVE L E AV E T H E P R O P E R T Y S E A R C H TO T H E E X P E R T S

Searching for your dream home, a second get-away residence, or a sage investment opportunity can be exciting, but it can also be time-consuming. Our property buying partner can source and secure the perfect property for you, taking all the hard work off your hands, and giving you back the time to spend doing what you love. Contact us today to learn more about how a buying agent can help in your property search. Fine & Country [xxx] [address] [phone number] [email address] fineandcountry.com

26 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 26

25/02/2022 14:37

YOUR PROPERTY IN PARK LANE This suite of collateral highlights the benefits to your vendor for instructing a Fine & Country local agent with a Head Office located on Park Lane, Mayfair, London – one of the most recognised addresses in the world.

YOUR PROPERTY

IN P A R K L A N E

SHOWCASE YOUR PROPERTY TO THE LUCRATIVE LONDON MARKET

To order items on this page, go to the Members’ Hub and search ‘Presentation Material’.

LAND AND NEW HOMES This brochure illustrates Fine & Country’s ability to expertly manage and execute the sale of land and new-build properties. Outlining bespoke services specific to the needs of residential developers, this exquisite brochure is an integral tool for pitching to clients in the development market.

AUCTIONS Fine & Country’s partnership with iamsold is the perfect platform to sell a property quickly whilst achieving a good price. The Modern Method of Auction is an online platform which gives properties greater exposure as well as the possibility for buyers to view, bid and buy from the comfort of their home.

FINE & COUNTRY AUCTION THE SELLER’S GUIDE MAXIMISE THE VALUE OF YOUR PROPERTY AT AUCTION

This service is extremely straightforward and could save your client valuable time with completion within 56 days guaranteed.

AUCTION SER SERVICE

A4 Auctions Booklet_v2.indd 1

20/03/2018 10:41

Search ‘Fine & Country Auction’ in the Members’ Hub for more information. PITCHING TOOLS FOR WINNING LISTINGS | 27

MARKETING BOOKLET 2022_TS_V8.indd 27

25/02/2022 14:37

BRANDED PRESENTATION FOLDERS The Fine & Country folder has a contemporary design, can accommodate A4 documents and fits inside the standard C4 envelope. It is completed with a gold foil finish. Price £95 for 50 copies £190 for 100 copies £380 for 200 copies + delivery

FINE & COUNTRY STATIONERY There is a selection of branded materials and stationery which add to the level of service and professionalism an agent provides.

BUSINESS CARDS

COMPLIMENT SLIP

LETTERHEADS

CONTINUATION PAPER

£65 for 250

£70 for 500

£90 for 500

£60 for 500

£105 for 500

£100 for 1,000

£145 for 1,000

£110 for 1,000

£175 for 1,000

£155 for 2,000

£255 for 2,000

£205 for 2,000

£55 per 1,000 run-on

£110 per 1,000 run-on

£90 per 1,000 run-on

C4 ENVELOPES

C5 ENVELOPES

DL ENVELOPES

£138 for 250

£120 for 250

£68 for 250

£110 for 500

£95 for 500

£265 for 500

£230 for 500

£126 for 500

£218 for 1,000

£143 for 1,000

£515 for 1,000

£332 for 1,000

£194 for 1,000

(window)

(plain)

(window)

(plain)

+ delivery There is a selection of other branded merchandise, available to order from the Fine & Country online shop.

Name

Fine & Country HQ 121 Park Lane Mayfair London W1K 7AG

Job title Tel: +44 (0)20 7079 1515 Mobile: +44 (0)7712 345 678 parklane@fineandcountry.com

fineandcountry.com

@fineandcountry

First Name, Last Name Director Mobile: +44 (0)7777 123456 Tel: +44 (0)1223 123456 name.surname@fineandcountry.com 1 High Street, Town, County, Post code @fineandcountry

Business Card staff photo_Aug 2021_SM logos.indd 1

fineandcountry.com

05/08/2021 10:33

Search ‘Branding Tools’ in the Members’ Hub to find all the products available and make an order.

with compliments

Fine & Country Limited 121 Park Lane, Mayfair, London W1K 7AG Tel: +44 (0)20 7079 1515 parklane@fineandcountry.com | fineandcountry.com

Fine & Country Limited 121 Park Lane, Mayfair, London W1K 7AG Tel: +44 (0)20 7079 1515 parklane@fineandcountry.com Registered in England and Wales. Company Reg. No. 04238673. Registered office address:

fineandcountry.com

Registered in England and Wales. Company Reg. No. 04238673. Registered office address:

28 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 28

25/02/2022 14:37

THE FINE & COUNTRY FOUNDATION Consumers are becoming increasingly conscious of the companies which they buy into, taking into consideration the ethics and ideology of a brand when making purchases. Consumers are valuing principles over price tag and getting involved with The Foundation is an easy way to start your charitable support. The Fine & Country Foundation is an integral branch of the Fine & Country network, donating tens of thousands of pounds to homelessness projects around the world every year.

S� F�R

£�4�,�0� H�S B�E� R�I�E�

Involvement with The Foundation positions your business as a credible institution within the local community, by actively supporting vulnerable communities and investing your time and funding into helping those less fortunate. Supporting The Foundation also gives you a wealth of additional marketing materials to utilise and promote this vantage of your business; they include:

• Social media assets

• Print booklet

• The Foundation blog

• Window cards

• Email footers

GETTING INVOLVED

HOW TO DONATE

We have offices in 300 locations around the world, hosting fundraising events of all shapes and sizes for you to get involved in. Join a prearranged event or contact us for a bespoke fundraiser to support a homeless charity of your choice.

JUSTGIVING

A BIG THANK YOU

Quick, simple and effective. Create your own event, donate directly or set up a monthly donation. Visit www.justgiving.com/fineand-country

Fancy taking part in a sponsored challenge on behalf of The Fine & Country Foundation?

At the bank – we accept online transfers, cheques and direct debits.

For more information, please contact foundation@fineandcountry.com

Account name: Fine & Country Foundation Bank: NatWest

Sort code: 60-04-23

Account number: 90708237

GIFT AID Whether you relish pushing your body to the limit with swims, treks or skydiving, or if you prefer more social events like parties and coffee mornings, we would love to hear from you.

For every £1 you raise, we can claim 25p back from the government. If you are a UK taxpayer, don’t forget to tick the box in JustGiving to add Gift Aid.

HELP US FIGHT HOMELESSNESS IN 2022 44 CHARITIES RECEIVED GRANTS IN 2021

We will help organise, manage and promote your event to ensure it runs as smoothly as possible.

HOW WE FUNDRAISED IN 2021

TOUGH MUDDER In August, the Fine & Country Northern Lincolnshire team plus their colleagues, family and friends, took to the start line of the Tough Mudder. They hit their fundraising target, whilst showing incredible determination and teamwork. PEMBROKESHIRE COASTAL WALK In March - on word that outdoor exercise was allowed once again – Dan Thomas, Director of Fine & Country Cardiff wasted no time in getting his fundraiser underway. Motivated by other members of the network as well as his personal health, Dan walked the length of the Pembrokeshire Coastal Path in aid of his local homeless charity. CAROLS BY CANDLELIGHT The iconic festive fundraiser returned to King’s College Cambridge in December for an evening of carols in the prestigious surroundings. With over 500 attendees and £10,500 raised, it was a truly joyous end to the year. If you would like help organising a fundraising event for 2022 please don’t hesitate to get in touch at foundation@fineandcountry.com

CURRENT 0.144mm

GRANT PROGRAMME

0.3mm

“We have just moved into our summer months here in South Africa and the farm is flourishing, in no small part due to the grant we received from the Foundation earlier this year.

0.4mm

Nominate your favourite homeless charity:

SPRING – 1ST-3OTH APRIL AUTUMN – 1ST-31ST OCTOBER

THE FINE & COUNTRY FOUNDATION FIGHTING HOMELESSNESS

SOME OF THE CHARITIES WE SUPPORTED IN 2021

THE FINE & COUNTRY FOUNDATION Thank you to everyone who donated to make this possible.

SLEEP POD, UK AND FRANCE

THE VINEYARD COMMUNITY, RICHMOND

HELPING HANDS, LEAMINGTON SPA

ISIVANDESETHU, SOUTH AFRICA

Funding the build of 300 lightweight, weather-resistant sleeping pods to be distributed across the UK, Ireland and France.

For more information and to access the application form, please visit www.fineandcountryfoundation.com.

Registered homeless charities can apply for up to £3,000 of funding.

In 2014 The Fine & Country Foundation was established to provide grants and support for charities in the UK and overseas in their fight against homelessness and poverty. Each year, we have expanded our network and funded a number of valuable projects. So far, the efforts from our Fine & Country agents and their communities have helped raise over £600,000, all of which has been donated to non-profit organisations.

IN 2021 WE DONATED £123,000 TO C HA RITIES IN THE UK A ND OVERS E A S

Thank you, once again, for the Foundation’s generosity. The funds are going to allow the farm to bless numerous children and families in the area with fresh organic vegetables.” Rev Christopher Judelsohn, Isivandesethu Urban Farm, 2021 Autumn Grant recipient

Supporting women, helping them to work through problems relating to domestic violence, addiction and other health issues. Providing workshops and skills training, they aim to help women move towards employability.

Their grant helped fund the re-opening of their morning drop-in centre where they serve hot breakfast for those in need.

CURRENT 0.144mm

Their grant went towards developing their urban farm in Midrand. Run by volunteers, the farm grows vegetables which are donated to a local children’s home as well as vulnerable and homeless individuals and families in the area.

FIGHTING HOMELESSNESS HELP OF MARINA ALTA, SPAIN

The Marina Alta Baby Fund, an initiative set up to purchase nappies, baby milk and hot meals for 35 destitute families in the area.

0.3mm

THE FINE & COUNTRY FOUNDATION FIGHTING HOMELESSNESS

Contact foundation@fineandcountry.com for any help and support.

0.4mm

THE FINE & COUNTRY FOUNDATION FIGHTING HOMELESSNESS

PITCHING TOOLS FOR WINNING LISTINGS | 29

MARKETING BOOKLET 2022_TS_V8.indd 29

25/02/2022 14:37

M A R K E T I N G S T R AT E G Y O N C E

INSTRUCTED 3 CLIENT MARKETING PLAN

FINE & COUNTRY

MARKETING PLAN

Once you have gained your instruction using the Bespoke Marketing Suite, use the Client Marketing Plan to clearly outline how you will fulfil each of the tactics within the presentation, exposure and service strategies. Use as a checklist to manage the seller’s expectations and clearly communicate what is being done to market their property at each stage.

BESPOKE MARKETING SUITE The bespoke 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 a home, as well as presenting it professionally to the widest possible audience. A real differentiator compared to the competition, it demonstrates the quality and professionalism of the Fine & Country brand and of your service. A choice of suites are available to suit your needs. The most favoured suite includes professional video or UAV (drone) video and stills which 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 the property, allowing potential buyers to ‘visit’ the property from the comfort of their own home and requesting a viewing only if they are truly interested. For every marketing suite we prepare, we make a £10 contribution to The Fine & Country Foundation.

Search ‘Bespoke Marketing Suite’ in the Members’ Hub. 30 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 30

25/02/2022 14:37

FINE & COUNTRY WEBSITE With over two million unique users last year, the Fine & Country website is the ideal platform to list your luxury properties. With a contemporary new design, we are confident your buyers will be delighted to see their property listed online with us.

FINANCIAL TIMES PROPERTY PORTAL All Fine & Country properties are fed through and displayed on the Financial Times Property Listings. With almost 40,000 users per month, it’s the ideal place to advertise luxury residences, second homes and holiday properties. All enquiries generated from the portal will go directly to you, the agent, so you can follow up on the leads straight away.

EQUESTRIAN PROPERTY 4 SALE PORTAL Every Fine & Country property which appears in the ‘Equestrian’ section of the website will be automatically fed onto the Equestrian Property 4 Sale portal, the UK’s leading equestrian property website. To have a property appear in the ‘Equestrian Property’ lifestyle section, you must tick ‘Equestrian’ in the CMS or include the word ‘Equestrian’ in any of the features.

MARKETING STRATEGY ONCE INSTRUCTED | 31

MARKETING BOOKLET 2022_TS_V8.indd 31

25/02/2022 14:37

HOOKED Advertise your property on Facebook to a lookalike audience with this exciting new social media tool. Using an easy to navigate dashboard, agents can select the property and the amount of money they want to spend on the advert, then choose an audience (based on data from LeadPro) and target them with an advert.

G E T

P E O P L E

HOOKED ON YOUR HOME OUR INTUITIVE PROPERTY MARKETING C AN FIND BUYERS B E F O R E T H E Y ’ V E S TA R T E D T H E I R S E A R C H

HOOKED ON YOUR HOME

Search ‘Hooked’ in the Members’ Hub.

MEDIA CENTRE HEAD OFFICE SOCIAL MEDIA CHANNELS As well as advertising your properties across your own local pages, there is plenty of opportunity to have your properties showcased across the Head Office platforms, to really achieve maximum exposure. Submit your exquisite property videos to mediacentre@fineandcountry.com with the chance to have them featured on the Fine & Country YouTube channel. Similarly, with any beautiful property photography, where they could be featured on our widely followed Facebook and Instagram pages.

PR The Fine & Country PR team are always on the lookout for unique properties to pitch to the press. Properties with historic background, unique design or connection to someone famous can procure significant coverage, with no cost to you or the vendor.

Did you know? By linking your business page to the Fine & Country main account, you will put your office on the map and increase your visibility.

Look out for weekly emails from the PR team about upcoming features or get in touch at mediacentre@fineandcountry.com with an exceptional story.

LONDON PROPERTY EXHIBITION The Park Lane office is still a strong USP for agents and promotes our prime Head Office location. The office is a modern, fresh and open space – making it the perfect backdrop for all your properties and Park Lane Exhibitions.

Showcase your home at one of the world’s most exclusive addresses 119 – 121 Park Lane, Mayfair, London W1K 7AG

The [Region] Property Exhibition ??th & ??th [month] 2018, 10.00 am – 4.00 pm

The [Region] Property Exhibition ??th & ??th [Month] 2018, 10.00 am – 4.00 pm For more information on promoting your property in our Park Lane office or for a free valuation, please contact Fine & Country [office] on [Telephone number] or email [email address].

Search ‘London Property Exhibition’ in the Members’ Hub. 32 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 32

25/02/2022 14:37

BOARDS You may think that sales and lettings boards are an obvious element to mention here, but the use of boards throughout your territory acts as another form of brand awareness and lead generation. Having the Fine & Country brand associated with premium properties which have sold in your area will resonate with those who decide to sell in the future. ‘FOR SALE’ and ‘TO LET’ boards can be ordered as cantilever, T-board or Flag-style boards; however, the cantilever for the portrait design is the preferred option for its size, appearance and the more luxurious presence over others. Full Set £19.95

Board Set £8.95

Post Set £11

Board

✓

✗

Sold slip and fixing set

✓

✗

Cantilever posts and shackles

✓

✗

✓

Sale Board Packs

‘SOLD’ and ‘LET’ slips can be purchased separately, at £0.77 per unit (plus VAT and delivery) To order boards, search ‘Branding Tools’ in the Members’ Hub.

SALES

FOR SALE

01707 662222

SOLD

01233 363700

STC

01707 662222

SOLD

01233 363700

LETTINGS

TO LET

01707 662222

LET

01707 662222

TO LET

01233 363700

LET

01233 363700

FINE & COUNTRY STAGING AND STYLING Fine & Country is unique in the UK market in having the ability to offer a full property staging service nationally and internationally. The two leading UK home staging businesses, Lemon and Lime Interiors, and Burbeck Interiors, hold a licence to stage property for every Fine & Country agent. The Fine & Country property Staging team provides expert and professional advice, tailored to the needs of the local market, the target demographic and the individual homeowner. This showcases a property at its best to minimise sales time and achieve a property’s true value in the market. Our experts have extensive experience from furnishing show homes to staging country estates – each approached with the view of maximising enquiries and, ultimately, the value of a property on the market. Our experts do this by providing tailored packages that combine aesthetic fixes, furniture and accessories to maximise the use of space, lighting and a property’s unique characteristics. Any budget spent on property staging is designed to maximise the selling potential of the home: it is not to be confused with interior design.

Search ‘Fine & Country Property Staging’ in the Members’ Hub. MARKETING STRATEGY ONCE INSTRUCTED | 33

MARKETING BOOKLET 2022_TS_V8.indd 33

25/02/2022 14:37

C E L E B R AT I N G

SUCCESS F O R G E N E R AT I N G L E A D S

4 COUNTDOWN TO MOVING

PET PEACE Cats and dogs can be taken in your car, but remember to take food, water, a lead and newspaper or sheets to keep your car clean.

C O UN TD OW N TO MOV IN G

Animals can get car-sick and will require frequent stops along the way if you are moving more than 50 miles. On arrival, put your cat/dog in a closed room (but well ventilated) and let them get used to the new surroundings before venturing further afield. This especially applies to cats, who should only be allowed into the rest of the house after a couple of days, followed by supervised access to the garden after a further week.

Help your clients prepare for the big moving day with this handy A5 booklet. It contains everything you could possibly need to think about in the run-up to a house move.

Put something with a familiar scent on it with your cat or dog to help them settle quickly into your new home. Hamsters, birds and other small animals can easily be transported in your car. To help keep the animals calm, cover cages with a cloth. Also, make sure they have food and water available. It can be very impractical and risky to move fish. Check with your local pet shop for recommendations on moving your specific type of fish.

Molly-Mae

Customised with your office details on the rear cover: 25 copies: £55 50 copies: £65

Price 25 copies: £15.00 50 copies: £30.00 100 copies: £60.00

BUYERS’ DATABASE Going out every month to our extensive database of over 100k high-net-worth buyers, this newsletter combines interesting blog posts, the best properties available to buy, that month’s Market Report and an update from The Fine & Country Foundation. It is sent out by the Media team at the beginning of each month; if your office does not receive a copy then please contact us on mediacentre@fineandcountry.com to be added to the email distribution list.

ANNIVERSARY CARDS Wish your clients a happy house anniversary with these thoughtful cards. It’s an effective way of keeping the brand front of mind and also ensuring they recommend your office to family and friends. Price Each card is 14p, minimum order of 50 cards + delivery Order via the Canvassing Cards section on the Digital Hub.

Once a property has exchanged, you can use Auto 50/50 to send ‘Recently Sold In Your Area’ cards, using your recent success to further increase brand awareness and generate new leads.

We valuehome a happy We value me a happy ho The cyclical nature of the Fine & Country marketing strategy means each stage of the process feeds into the next and when executed correctly should run like clockwork.

34 | YOUR MARKETING TOOLS IN 2022

MARKETING BOOKLET 2022_TS_V8.indd 34

25/02/2022 14:37

GLOSSARY M A R K E T I N G TO O L

PAG E

MEMBERS’ HUB SEARCH

A Strategy for Success

Presentation Material

Accelerated Marketing

Presentation Material

Anniversary Cards

Digital Hub

Auctions

Fine & Country Auction

Auto 50/50

Automated Prospecting System (APS)

Auto Prospecting

Bespoke Marketing Suite

Bespoke Marketing Strategy

Presentation Material

Boards

Branding Tools

Branded Presentation Folder

Presentation Material

Buying Agent Service

Client Marketing Plan

Presentation Material

Collection

Publications

Countdown to Moving

Presentation Material

Digital Hub Direct Mail Cards Digital Packs Equestrian Property 4 Sale Portal

Digital Hub Digital Marketing Packs Microsites

Exclusive Home Worldwide

Publications

Fee Street

Financial Times Property Portal

Microsites

Global Campaign Hooked

8-9 32

2022 Global Campaign Hooked

HTML Mailers

Search by product/campaign

Insight System Land and New Homes

14 27

Insight (on the left-hand menu) Presentation Material

LeadPro

Lettings Service

London Property Exhibition

Microsite National Advertising

17 23

Microsites Advertising

National and Regional Market Reports

National & Regional Market Reports

Portal Assets

Propensity to Move PR (Head Office support)

Search by product/campaign Auto Prospecting

Press Relations

PR Reports

Press Relations

Refined Social Media Assets

22 12

Publications Marketing Campaigns

Social Media (Head Office support)

Social Media Toolkit

Social Snippet Videos

Search by product/campaign

Staging & Styling

Fine & Country Property Staging

Stationery

Branding Tools

The Fine & Country Brand Shop

Branding Tools

The Fine & Country Foundation

Foundation Marketing Materials

The Referral System

Fine & Country Referral System

Your Property in Park Lane

Presentation Material

Your Property in the Public Eye

Presentation Material

GLOSSARY | 35

MARKETING BOOKLET 2022_TS_V8.indd 35

25/02/2022 14:37

Fine & Country Head Office +44 (0)20 7079 1515 parklane@fineandcountry.com The prices are correct at time of printing

MARKETING BOOKLET 2022_TS_V8.indd 36

25/02/2022 14:37

F&C Marketing Booklet 2022

Articles inside

Social media