NOT ALL ESTATE AGENTS
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.
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FIED & QUALI RED E REGIST
H IG H TY QUALI
N RE
TS L U RES
I NG
NC E
OU
ND TSTA PERSEVERA
TR RE ACK CO RD
E C N IE
ne h o a ll y p g nu oin e a n g t ou m a d l ls ca
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EX P ER
Not all estate agents are the same. Not all marketing strategies are the same.
5
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pr in ope S rt W y Lo va nd lu on ed
However, every vendor and buyer match is unique and we must design the marketing strategy around each individual instruction we receive.
0 110,00 S BUYER
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Lauristons understand the demographic 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.
bi lli on
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.
TH R NE OUG GO H TIA OUR SK ILL TION S
4.6 AD % OF VA DED LU E
Buyer. Time. Price.
AND COUNTING ...
413,000 VIEWINGS
ÂŁ200 I ON MILL
SHAPING OUR ADVICE AND MARKETING AROUND YOU
t f r en o h wort ection coll
OUR EXPERIENCE, YOUR CHOICES
N A SP & TIO N A A C TR NI U MM O C
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THE MARKETING PROCESS
Strategy
• Initial consultation • Agree price
MARKET DYNAMICS AND BUYER BEHAVIOUR
• 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 • Online • Face to face • Local • CRM • Database • Network
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5
BUYER DEMOGRAPHIC
PRELIMINARY ONLINE RESEARCH
Buyer profiles
11% 16% 6% 42% 8% 3% 3% 3% 5% 3%
120 Days
Selling locally Selling outside SW London FTB/Rented Cash Developer Completed
Other
40%
17%
60 Days
Let to Buy 2nd Home
40%
120 Days
30 Days
7% 4%
21 Days
17%
60 Days
30 Days
Enquiry source
4% 5%
7 Days
24 Hours 0%
5%
10%
5%
7 Days
3%
14 Days
3%
14 Days
7%
21 Days
6
Buy to Let
2% 24% 80% 17% 1%
15%
20%
25%
30%
For sale board
24%
24 Hours
Online 35%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Walked into office Other
7
40%
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.
Market Research Prior to registering with an estate agent an average buyer spends 120 days researching
ÂŁ 10% MORE 10%>
Lauristons Other agents
Buyers typically pay
than their initial budget
Buy outside the area
Refine The buyer refines their chosen location, accommodation requirements and price
Extend
Buyers typically re-evaluate their budget by 10% UNDERGROUND
+
Buyers refine location (Transport links, Schools)
Buyers start out looking to discard properties, searching logically before becoming emotional
View
Buyers typically view 18 properties before they make their first offer
Offer made Every Lauristons buyer is financially assessed by our CeMAP Financial Advisor before any offer is presented
Buyers seek lifestyle choices
Typically
Secure Property Lauristons buyers pay a reservation deposit to the vendor
Fine Tune
87
% OF BUYERS
achieve 80% of their initial criteria
Every buyer when they register with Lauristons receives a quote from Lauristons conveyencing in order to get them legally prepared on a no move no fee basis
Secure Property Typically buyers do not pay a reservation deposit
Fine Tune Buyers have not appointed a solicitor at the time of having their offer accepted
Move Typically 85% of Lauristons buyers make it to exchange of contracts
8
15% buyers are not financially prepared when they make their first offer
Typically two thirds of buyers make it to exchange of contracts
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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 we choose the right pricing strategy
Kennington
• Understanding buyer confidence is key to delivering the best price • Know what has sold recently, its composition, for how much and when es m
a Th
• Ambition must be tempered with priorities • However, if priorities allow, test the market
Pri c
y on bu
er
wledge
no Market k
tition
compe stand the
Under
1
No.
Putney
uence infl
NCE A T R O P IM ING OF PRIC
s the No.1 ei
Battersea
b e h a vio u
r
Richmond
ce
confiden
buyer Measure
Balham Wimbledon
edent
prec Establish
ition alify amb
Merton Park
Qu
Test the
10
market
On average, Lauristons achieve 4.6% higher prices through our negotiations. 11
OUR STRATEGY FOR MARKETING
MARKETING OVERVIEW Set pricing strategy
All members of our team engaged Understand buyer profile & behaviour
Qualify Priorities
Co-ordinate presentation
Define process
Online
Cutting edge technology Face to face
Measure response
Database
CRM
Select Marketing Channels Create urgency
Local
RIGHT BUYER
12
31 JULY
ÂŁ
RIGHT TIME
RIGHT PRICE
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LETS START WITH THE BASICS
ONE BRAND, 17 TITLES
Each Absolutely title is in tune with its area. rs, the magazines offer interesting, relevant For reade Brochures & and inspiring editorial celebrating their area; present an unrivalled Window Cards esses, the titles for busin of local customers. homes in the high to be seen opportunity • Professionally prepared gloss
Professional Photography
lauristons.com
• 8 selected 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
Property Details Victorian mid terrace house located in central Balham retaining many of its original features including original fireplaces, sash windows and cornicing. The accommodation offers on the ground floor two reception rooms, modern kitchen breakfast room and a utility/ shower room, the first floor boosts a master front bedroom, three further bedrooms, bathroom and a separate cloakroom. Outside there is a good sized garden.
400gsm brochures and window
L QUALITY ES OFbyNATI TITL LOCALcards approved you ONA
ELY MA • Floor plans, photographs and GA EPC ZINES LUT ABSO
• Provided online, at open houses, six magazine groups each consist of an Absolutely’s viewings, in branch and sent to team, a design team and an advertising team. editoriallocal database Within the groups, titles are localised further, taking village publishing to a deeper level by creating content that is sophisticated and relevant to every reader. Wontner Road, Balham SW17 7QT Guide Price: £1,100,000 Freehold • EPC EER F • Victorian Mid Terrace House • Host of original features
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2
Balham 120 Balham High
Balham 120 Balham High Road, London, SW12 9AA Tel: 020 8772 9373 Fax: 020 8772 9377 Email: enquiries.balham@lauristons.com
Mobile • Lauristons understand the prevalence of mobile technology and have developed the lauristons.com mobile site to make finding your property online even easier
Absolutely Magazine • 55,000 copies printed – delivered to AB households across south west London.
lauristons.com
Floorplan
Cottenham Place, London, SW20 APPROX. GROSS INTERNAL FLOOR AREA 2113 SQ FT 196.2 SQ METRES
• A detailed floorplan is key, likelihood of your property being viewed on the internet is significantly improved with the inclusion of a floor plan • Improves quality of viewings
Kitchen
C OVER
Balcony
Reception Room 20'5 (6.22) x 11'4 (3.45)
Bedroom 2 14' (4.27) x 10' (3.05) max
Down
Kitchen 17'8 (5.38) x 10' (3.05)
Up
Copyright nichecom.co.uk 2014
For Sale boards
GROUND FLOOR
Whilst every attempt has been made to ensure the accuracy of the floor plan contained here, measurements of doors, windows and rooms are approximate and no responsibility is taken for any error, omission or misstatement. These plans are for representation purposes only as defined by RICS Code of Measuring Practice and should be used as such by any prospective purchaser. Specifically no guarantee is given on the total square footage of the property if quoted on this plan. Any figure given is for initial guidance only and should not be relied on as a basis of valuation.
Produced for Lauristons
REF : 631189
Wimbl e do nO f fi c e66-68 Wimbledon Hill, London, SW19 7PA Tel: 020 8946 9468 Fax: 020 8946 9465 Email: enquiries.wimbledon@lauristons.com
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LOND
FIRST FLOOR
Viewing is strictly through the owners Lauristons Wimbledon Sales Office 66-68 Wimbledon Hill, London SW19 7PA Tel: 020 8946 9468 Fax: 020 8946 9465 Email: enquiries.wimbledon@lauristons.com. For clarification we wish to inform potential purchasers that we prepared these particulars as a general guide. We have not carried out a detailed survey, nor tested the services, appliances and specific fittings. Lease details, where applicable, must be confirmed by your solicitor. Carpets, curtains, gas fires, electricla goods/fittings or other fixtures, unless expressly mentioned, are not included in the sale of the property. If there are any important matters which are likely to affect your decision to nuy please contact this office and we will be pleased to check the information for you before viewing the property. Please note that room sizes are quoted in meters to the nearest tenth of a meter on a wall basis. The imperial equivalent is only intended as an approximate guide for those not fully conversant with the metric measurements. All measurements have been taken using a sonic tape measure and therefore may be subject to a small margin of error.
• Facts not flowery prose • Simple, honest and to the point • Catch the buyer’s attention
om
Bedroom 4 10'1 (3.07) x 8'2 (2.49)
Bedroom 3 10'7 (3.23) x 8'2 (2.49)
Storage 10'1 (3.07) x 5' (1.52)
LOWER GROUND FLOOR
Copywriting
Tel: 020 8772 9373 Fax: 020 8772 9377 Email: enquiries.balha m@lauristons.c
Down
Storage 10'11 (3.33) x 8'1 (2.46)
• Professionally prepared by specialist company
Road, London, SW12 9AA
Landing
Terrace
Reception Room 20'6 (6.25) x 9'11 (3.02)
Up
• Buyers emotionally move in
Dressing Area 8'10 (2.69) x 6'9 (2.06)
Bedroom 1 11'6 (3.51) x 11'5 (3.45)
• Copies also delivered to estate agents and businesses including dentists, doctors, spas, salons etc
2
• 30ft Enclosed Rear Garden • No Onward Chain • 0.2 Mile of Balham Tube
“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.”
• 24/7 visibility • Professionally designed to stand out from the competition day and night • Exploits our local market place
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OUR UNIQUE TOOLS
UNIQUELY LAURISTONS
Lauristons.com • One of London’s leading property websites • 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 locations
My Lauristons • Buyers receive instant property alerts for every new instruction • The system operates in real time and keeps buyers updated when criteria changes enews@lauristons.com From: Lauristons e-news News Subject: [Test of HTML] Autumn Date: 1 October 2014 11:25 lauristons.com To: Sarah Hopgood sarah.hopgood@
it in your web browser. properly, click here to view and safe senders list. If this email does not display address to your address book email please add this email To guarantee delivery of this
Customer Relationship Management
Autumn News Newsletter. decades. In addition to London stretches over two property market in South West land and new Lauristons' experience in the property management and we are proud of our well established long-lasting residential sales and lettings, in that time have built many our doors in August 1994 and homes departments. We opened
Welcome to Lauristons Autumn
• Our CRM includes personalised newsletters, market reports and intelligence
relationships within our communities.
delicious autmnal something for everyone; from this newsletter. We have included our 20th anniversary We hope you enjoy reading the scenes at Lauristons during local area, as well as behind recipes to what's on in the year. on our database. We or your contact details are because you have subscribed concerning the property You are receiving this email with our latest news, articles periodically to a update you of interest to you, not newsletter are email these our If publish of interest. ts that we are sure will be market, as well as other announcemen (found in the menu bar). simply update your preferences Wimbledon Warriors
to Lauristons are very pleased supporting announce that they are now Warriors; the Old Wimbledonian RFC Old the mini and junior teams at Wimbledonians. More...
• 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
Market Information Climbing Every Mountain Homes Lauristons' Land and New Director, Darren Baker, recently 24 completed the National 3 Peaks and 33 Hour Challenge in 23 hours minutes More...
to Community notes: 20 things this do in South West London Autumn...
are putting First-time buyers in London down a record £64,000 average deposit to get on to the property ladder. More...
friends Looking for things to do with this and family in the local area of our Autumn, then have a read exciting finds. More...
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Reservation deposits
New Homes Reservation Form
Confirmation of Reservation, Subject
to Contract
Please read the ‘Notes for Prospective Purchasers’ overleaf and request or download a copy of the Consumer Code for Homebuilders DEVELOPMENT PLOT NO.
• Typically sales can be secured with a non returnable £999 reservation deposit (subject to terms and conditions) • This provides the seller with the security and peace of mind • Financial commitment from buyer on day one
DATE
PURCHASE PRICE (in figures & word) SPECIAL CONDITIONS OF PURCHASE
EXCHANGE OF CONTRACTS DUE
BY
DEPOSIT DUE ON EXCHANGE OF
CONTRACTS
PURCHASERS DETAILS
(typically 21 days after receipt of draft contract)
FIRST PURCHASER
SECOND PURCHASER
Title & First Name Surname Address
Postcode Daytime Tel Evening Tel Mobile Email Is your purchase an investment
or for occupation?
PURCHASERS CIRCUMSTANCES Do you have a property to sell?
YES/NO
What size mortgage do you require?
YES/NO
If yes, name and branch address
If Yes, is it – Sold with contracts exchanged? Under offer?
Have you already arranged your mortgage? YES/NO
%
YES/NO of your proposed mortgage lender:
Other (please specify) Estates Agents PURCHASER’S SOLICITIOR
CARD DETAILS
Contact
Card Number
Firm Address
Name on Card
DX
Security Number
Tel
Start Date
Fax
Lauristons New Homes 66-68 Wimbledon
16
Expiry Date
Hill Road, Wimbledon SW19 7PA
020 8946 9468
lauristons.com
17
OUR UNIQUE TOOLS
LSL plc
Team
• Lauristons are part of the LSL group of companies which is the largest property services company in the UK
• Lauristons are proud of our team and what they have achieved and continues to achieve on a daily basis • Loyalty, passion, knowledge, results and experience are key to us as a company • We believe we have the best team in London
• 1100 estate agency offices nationwide including Your Move, Intercounty, Reed Rains, Davis Tate, JNP, Frosts and Lawlors • Anyone relocating to South West London is automatically referred to one of the five Lauristons branches • Should you be looking to move outside the area, we can pass your requirements on to the closest LSL office
Client Communication • Our communication is tailored to each customer through a variety of channels • Together we agree the right combination and frequency
Lauristons database • Lauristons have been operating in SW London for the last 20 years • 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
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) • 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
Homefinder service – working with local residents
© Lauristons (BROCHURE
04-14)
• Are you keen to sell but finding it difficult to find the right property to buy? • This is a common problem where very few properties are coming onto the market • Lauristons homefinder service is designed to assist customers in finding their next home
Open House • Lauristons are proud to have pioneered the open house concept in London • Our success in this concept has not been replicated despite many attempts to do so
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Social Media • Used as a platform for clients and customers to get to know the team at Lauristons • Provides a source of local information with whats on in the local area, cinema, theatre, restaurants and events
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LAURISTONS.COM
ONLINE MARKETING
175,290 average unique
935,384 page hits on average
140,503
47,000 email alerts sent
visitors per month
referrals from search engines in the last 12 months
20
per month
50%
50% of all buyer enquiries generated from our website, when combined with Lauristons database
on average per month
Controlled environment
Linked to our database of
• Presentation
• Property Alerts
• Content
• Property/Buyer Match
• No Competitors properties
• Members/database preview
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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 majors 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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OUR SERVICES
ABOUT US Lauristons are not your typical estate agent, we offer a comprehensive range of property services: • Residential Sales • Residential Lettings • Property Management • Block Management • Asset Management • Corporate Client Services • Client Accounts • Lettings Progression • New Homes • Land • Financial Services • Conveyancing
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25
OUR TEAMS
SW London’s most experienced sales and management team
Not your typical estate agents...
RESULTS
WISE Leading our teams from our key offices Balham 020 8772 9373 balham@lauristons.com 120 Balham High Road, Balham, London SW12 9AA
Merton Park 020 8417 8050 mertonpark@lauristons.com The Lookout, 217 Kingston Road, Merton Park, London SW19 3NL
Battersea 020 7978 5800 battersea@lauristons.com 172 Lavender Hill, Battersea, London SW11 5TG
Putney 020 8780 8780 putney@lauristons.com 188 Upper Richmond Road, Putney, London SW15 2SH
Kennington 020 7385 2296 kennington@lauristons.com 345a Kennington Road, Kennington, London SE11 4QE
Wimbledon 020 8946 9468 wimbledon@lauristons.com 66-68 Wimbledon Hill Road, Wimbledon, London SW19 7PA
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HIGH-ACHIEVERS
THINKING ABOUT YOUR NEXT MOVE?
PERSEVERANCE
INNOVATIVE
27
Š Lauristons (MKTG-03-15)
Balham 020 8772 9373 balham@lauristons.com Battersea 020 7978 5800 battersea@lauristons.com Kennington 020 7385 2296 kennington@lauristons.com Merton Park 020 8417 8050 mertonpark@lauristons.com Putney 020 8780 8780 putney@lauristons.com Wimbledon 020 8946 9468 wimbledon@lauristons.com Block Management 020 8405 5350 blockman@lauristons.com Property Management 020 8417 8054 propman@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