SHAPING OUR ADVICE AND MARKETING AROUND YOU Buyer. Time. Price.
What our customers say ‘Absolutely fantastic service and always with a smile. ’ Branch: Battersea Services: Sales (as a Vendor) Would you recommend?: Yes Postcode: SW11 “Absolutely fantastic service and always with a smile. The sales team could not have been more brilliant. We had the flat on the market with two other agents big Battersea estate agents previously who were more than hopeless and useless. Within a week the sales team had shown a prospective buyer round who put in an offer the next day. A great team and we are so grateful to them. We could not recommend them more highly. A very professional office - every member of staff was lovely on the phone and messages were always passed on. Good luck to you both with future sales - you are fab..”
Whilst we understand the challenges of moving, we need to consider the design and marketing strategy that works best for you, your plans and your property. Lauristons understand the demographics of their market place, the different buyer profiles and behaviours inherent in each price range, postcode and property style. We know what makes our buyers tick, from when they start their search to when they are ready to commit. We know how they search, what motivates them and most importantly why they make the choices they do. However, every vendor and buyer match is unique and we must design the marketing strategy around each individual instruction we receive.
‘Fantastic service! They sold my property in just two weeks. ......’ Branch: Putney Services: Sales (as a Vendor) Would you recommend?: Yes Postcode: SW18
“Fantastic service! They sold my property in just two weeks. Lauristons provided great support and advice through the exchanging process that was full of unexpected issues. All the Lauristons team is highly professional. After dealing with at least three different agents, I’ll say they are the best option in Putney.”
Not all estate agents are the same. Not all marketing strategies are the same. Lauristons are proud of their innovative approach and enjoy the prospect of designing and delivering a tailored strategy that finds you the right type of buyer at the right time; gets you moved when you want to move and maximises the price of your property. After more than two decades of moving people in South London we know what works and when.
“Excellent service, helpful and friendly team, especially our main agent .....” Branch: Wimbledon Services: Sales (as a Vendor) Would you recommend?: Yes Postcode: SW19 “Excellent service, helpful and friendly team. Lauristons marketed our property well, and helped us secure a good offer in under a week of our property going on the market. They were really helpful with great communication throughout the following process to exchange and completion. Really happy!”
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THE MARKETING PROCESS
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Strategy
• Initial consultation • Agree price • Target buyer profile • Understand time frame • Define process • Select marketing
Pricing
• Market knowledge • Understand the competition • Measure buyer confidence • Establish precedent • Qualify ambition • Test the market
Process
• Agree and co-ordinate presentation • Routes to market • Measure response and revisit • Viewing strategy • Chain management • Communication • Legal and financial
Marketing
• Launch home through marketing channels • Print • Digital and Social Media • Face to face • Local • CRM • Database • Network
MARKET DYNAMICS AND BUYER BEHAVIOUR
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BUYER DEMOGRAPHICS
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PRELIMINARY ONLINE RESEARCH
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BUYER BEHAVIOUR Typically
THREE TYPICAL BUYER JOURNEYS
99% of buyers’ choices are emotional not financial.
The majority of our buyers compromise on at least one component of their wish list.
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Buyers typically pay
%
MORE
than their initial budget
Buyers refine location (Transport links, Schools)
Buyers start out looking to discard properties, searching logically before becoming emotional
Buyers seek lifestyle choices
87
Typically
%
OF BUYERS
achieve 80% of their initial criteria
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EFFECTIVE PRICING STRATEGY
THE NEGOTIATION FACTOR
• A detailed understanding of the local market dynamics is essential in getting the price right • It is crucial to know every property that we are competing with so that we choose the right pricing strategy
• Understanding buyer confidence is key to delivering the best price • Know what has sold recently, its composition, for how much and when • Ambition must be tempered with priorities • However, if priorities allow, test the market
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MARKETING OVERVIEW
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OUR STRATEGY FOR MARKETING
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LETS START WITH THE BASICS Professional Photography
• Photographs taken by our professional
photographer for use in your printed brochure and online
• Full colour high resolution • Crucial for all properties coming to market • Increases click-through rate (CTR) online
Mobile
• Lauristons understand the prevalence of mobile technology
and have developed lauristons.com to be fully sizeable on any device to make finding your property online even easier
Copywriting
• Facts, not flowery prose • Simple, honest and to the point • Catch the buyer’s attention
Brochures & Window cards
400gsm brochures and windows cards approved by you
viewings, in branch and sent to local database
• A detailed floor plan is key; the likelihood of your property being viewed on the internet is significantly improved with the inclusion of a floor plan
• Improves quality of viewings • Buyers emotionally ‘move in’ • Professionally prepared by specialist company
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MALW
OOD
ROAD
SW12
• Seve n Bedr ooms • Perio • Four d Feat ures • Bathro oms • Prestig • Near ious Lo Large by Clap Family cation ham Co Room • Outst mmon anding • Quick Presen A substan tial and tation Access located elegant on a pre to Tube 7 bedroo stigious m fam Offering ily hom stre 3,5
• Professionally prepared high gloss • Floor plans, photographs and EPC • Provided online, at open houses,
Floor plan
“A simply stunning four double bedroom semi-detached Victorian Villa located within this highly desirable residential cul-de-sac 0.3 miles from the mainline BR & District Line tube station, moments from a wide range of shops, bars & restaurants and approximately 0.5 miles from Wimbledon Village. Having been developed to a high specification throughout, this spacious family home boasts a beautiful extended kitchen/ family room with bi-fold doors, leading onto the landscaped rear garden. Off road parking, under floor heating throughout the ground floor and with the benefit of a down stairs WC and separate laundry room, we feel this property will make an excellent family home.”
8EN
et in Cla 00 squ e perfec pham tly placed are ft, this imp The first South. osing floor pro for a fam vast ope reside vides a and larg ily, mo n spaces nce is luxuriou ments e dressin underg of Clapha away from s master g room bathro round, m Com bedroo om suit local sho the going mon, Cla m e with through ps, res shower pham free stan to an opu tauran . At the South The Gra ding bat ts and lent rear of double amenit nd Des h and the bui bedroo ies. separa igns styl the per lding the m with te e is ble iod fea re is a an ennded bea tures with guest original suite. utifully a double On the wooden with sec rec floo leading ond floo eption ring, cor and a to glass room with r there nicing family are thre double and fire wooden bat hro e doo double places double shutter om and rs (still bedroo bedroo s) ope on the with the dining ning out m to the ms top floo , family and to original to fron r roo the rea there is a breath t with lots m with has floo r with spe a -taking underfl across r to ceil of eav ctacula kitchen oor hea South es stor ing gla genero r and far , spe London ting, whi age ss slid us Sou ing doo cial roo a further reachin ch in turn th facing f terrace rs lead g view double garden ing out s ‘Velux’ bedroo . to a window m with There is a rea s and Locate an enl empha d in the light as suite. sis on much this ma possibl allowin sought gnifice e to floo g as mu and the after Nig nt d hom and priv through ch nat downsta htingal e is wel ural ate to all the e Triangl irs furt utility are l served her ben e, living are West End schools. Qui by exc a and efits ck access ellent stat as access is from from a excelle down guest Clapha in to the Line) or nt stor e to a dry WC with age. m Sou there are city and cellar th Und Gatwic overlan which ergrou k Airport d train offers nd (No s from rthern and in Balham to Victoria down . to
X. GROSS
OAD,
OOD R
AM
CLAPH
INTERNAL
Road, Clap
FLOOR AREA
3427 SQ
ham Sou
FT 318.3
Denotes restrict head height ed
SQ METRE
th, SW12
S (EXCLU
DES RESTRI
CTED HEAD
Garden Approxim ate 57' (17.37)
HEIGHT)
Bedroom 15'9 (4.80) 6 x 13'2 (4.01) max into bay
x 22'9 (6.93)
Down Up
14'4 (4.37) x 6' (1.83)
N
MALW
Malwood
TOTAL APPRO
8E SW12 SOUTH
Bedroom 14'9 (4.50) 7 max x 8'9 (2.57) min
Kitchen / Dining Room 33'2 (10.11) x 20'10 (6.35)max max
LOWER GROUND
FLOOR
THIRD FLOOR
Bedroom 13'4 (4.06) 2 x 11'6 (3.51) max max Bedroom 5 13'4 (4.06) x 11'6 (3.51) Down Down
Reception Room 15'11 (4.85) 14'10 (4.52) x max
Down
Bedroom 15'1 (4.60) 4 max x 13'3 (4.04)
Up Up
GROUND
Wardrobe
Up
Reception Room 13'8 (4.17) to x 13' (3.96) bay max
Bedroom 18'3 (5.56) 1 x 14'3 (4.34) max to bay
Bedroom 3 14'2 (4.32) 12'8 (3.86) x max
FLOOR FIRST FLOOR
Whilst every attempt has rooms are approxima been made to ensure SECOND te and no FLOOR purposes the accuracy responsibi of the lity Specificall only as defined by RICS Code is taken for any error,floor plan contained y no guarantee here, of Measuring omission is given on or misstatem measurements Practice the total square of doors, ent. These guidance windows footage of and should be used plans are only and should the property as such by for representa and Copyrigh any prospectiv if quoted not be relied t nichecom e purchaser.tion on as a basis on this plan. Any .co.uk 2018 figure given of valuation. Produced is for initial for
Lauristons
REF : 241966
For Sale boards
• 24/7 visibility • Professionally designed to stand out from the competition day and night
• Exploits our local market place
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UNIQUELY LAURISTONS
OUR UNIQUE TOOLS Lauristons.com
• 12.5 million hits per annum • 34,500 hits per day • 2.1 million visitors per annum • 7,200 visitors per day • Lauristons.com features on page one
of google search for all of our locations
Live Chat
• Live chat is available on our website 24 hours, 7 days
a week, 365 days a year – we work even whilst you sleep
• T argeted with Google Analytics by 50%
- increases website leads
• L auristons live chat operators respond to questions within 15 seconds meaning web visitors are never left hanging
•W ebsite visitors love it – post chat surveys result in 95% satisfaction scores
My Move
• Buyers receive instant property alerts for every new instruction
• The system operates in real time and keeps buyers updated when criteria changes
Customer Relationship Management
• Our CRM includes personalised newsletters, market reports and intelligence
• Separate platform integrates with customer database and allows targeted messages to audience
• Monthly newsletter includes topical articles, market reports and intelligence which readers can personalise
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OUR UNIQUE TOOLS LSL plc
• Lauristons are part of the LSL group of companies which is the largest property services company in the UK
Team
• Lauristons are proud of our team and what they have achieved and continues to achieve on a daily basis
• 1100 estate agency offices nationwide including Your Move, Intercounty, Reed Rains,
• Loyalty, passion, knowledge, results and experience
• Anyone relocating to South London is automatically referred to one of the four
• We believe we have the best team in London
Davis Tate, JNP, Frosts and Lawlors
Lauristons branches
are key to us as a company
• Should you be looking to move outside the area, we can pass your requirements on to the closest LSL office
Lauristons database
•
auristons have been operating in South London L since 1994.
• Over that time we have let and sold tens of thousands of properties
• Established network of customers and clients who work with us on a regular basis
• The database gives us a competitive advantage over our competition
Client Communication
• Our communication is tailored to each customer through a variety of channels
• Together we agree the right combination and frequency Relationships within the community
• We consider ourselves locals too • We enjoy supporting young peoples’ activities at schools, clubs and charities in the area
• We are proud to have established relationships with several local primary schools, supporting the Parent Teacher Associations (PTA)
Expertise
• NAEA & ARLA qualified staff in every branch • O ngoing training to comply with Consumer Protection Regulations, the Estate Agents
Act and the Money Laundering Regulations, and the 100s of pieces of statute governing Lettings
• C ompliance is of paramount importance to Lauristons in an unregulated industry • R egular internal and external audits to ensure compliance to keep clients and customers protected
• T raining and expertise fosters a proactive approach to problem-solving and making sure our sales and lets are managed closely through to exchange or move-in
• F urther specialised training to make our teams experts in their chosen fields, whether New Homes, Lettings, Land or Residential Sales.
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• We have initiatives in place with a number of schools and sports clubs whereby Lauristons donate 20% of our fee should parents or carers choose to sell or let their property through us
Social Media
• Targeted campaigns via Facebook, Linkedin and Instagram using an innovative new platform
• S howcasing our latest instructions to approximately 4000 local potential buyers who may have not yet engaged with any Estate Agents
• G enerates as much as 14 times as many online visitors to the showcased properties
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ONLINE MARKETING
LAURISTONS.COM
175,290
935,384
average unique visitors per month
page hits on average per month
140,503
47,000
referrals from search engines in the last 12 months
50% of buyers’ enquiries generated from our website, when combined with Lauristons database
email alerts sent on average per month
• New Website launched September 2017 • Intelligent and fully sizeable to any device. A mobile app is not needed.
• Series of guides for all experience levels,
helpful tips, legislative updates, FAQs, jargon busters, calculators of all types, budget planners, area guides, school information and local news
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50%
• Access to a variety of different services, from
mortgages, to all types of insurance, surveys, conveyancing, pre-tenancy, relocation and refurbishment, as well as the more traditional; Residential Sales, Lettings, New Homes and Property Management.
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HOW WE MARKET YOUR PROPERTY ONLINE Lauristons feature prominently
Online portals 90% of all property searches start online. Contrary to popular belief, not all agents advertise on all major portals. At Lauristons, we believe in order to give your property the maximum exposure, being present on Rightmove, Zoopla and Primelocation is key. Lauristons have made the investment to ensure your property features on all three, as well as many others.
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ABOUT US
OUR SERVICES Lauristons are not your typical estate agent, we offer a comprehensive range of property services: • Residential Sales • Residential Lettings • Property Management • Asset Management • Corporate Client Services • Client Accounts • Lettings Progression • New Homes • Land • Corporate Relocation • Financial Services • Insurance Services • Conveyancing
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OURTEAMS TEAMS OUR South London’s most dynamic sales South London’s team most dynamic sales and management and management team
Not your typical estate agents... Not your typical estate agents...
Leading the teams from our key offices Leading the teams from our key offices Battersea Battersea 020 7978 5800 020 7978 5800 battersea@lauristons.com 172battersea@lauristons.com Lavender Hill, 172 Lavender Battersea, LondonHill, SW11 5TG Battersea, London SW11 5TG Wandsworth Wandsworth 020 8417 8050 020 8417 8050 wandsworth@lauristons.com 202wandsworth@lauristons.com The Lightbulb,1 Filament Walk, 202 The Lightbulb,1 Filament Wandsworth, London SW18 4GQWalk, Wandsworth, London SW18 4GQ
Putney Putney 020 8780 8780 020 8780 8780 putney@lauristons.com 188putney@lauristons.com Upper Richmond Road, 188 Upper Road, Putney, LondonRichmond SW15 2SH Putney, London SW15 2SH Wimbledon Wimbledon 020 8946 9468 020 8946 9468 wimbledon@lauristons.com wimbledon@lauristons.com 53 Wimbledon Hill Road, 53 Wimbledon HillSW19 Road,7QW Wimbledon, London Wimbledon, London SW19 7QW
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Battersea 020 7978 5800 battersea@lauristons.com Putney 020 8780 8780 putney@lauristons.com Wandsworth 020 8417 8050 wandsworth@lauristons.com Wimbledon 020 8946 9468 wimbledon@lauristons.com Land 020 8943 2211 land@lauristons.com New Homes 020 8879 9099 newhomes@lauristons.com Client Accounts 020 8417 8050 clientaccounts@lauristons.com Lettings Progression 020 8417 8056 lettingsprogression@lauristons.com Property Management 020 8417 8054 propman@lauristons.com