A TEAM IN THE MAKING AUDLEY AND SMITHS GORE
2014
The Challenge With 95% of Phase I sold or reserved and Phase II enjoying an early release, Audley have clearly got it right with their price and sales strategy. Therefore the immediate challenge would appear to be to build on the undoubted success of the Audley marketing model and provide another dimension to the local provision revolving around Inglewood in particular. After our discussions, we felt that this marketing thrust should be designed to deliver the objective of bringing the concept of Audley care to the wider community. An indicator of our success would be an increase in requests for viewings, at which point Inglewood staff would ‘sell’ individual apartments in the complex. Naturally, the range of apartments and those available both immediately and in future, would be part of the internet offering. In a practical sense this might encompass greater clarity in the floorplan provision (perhaps coloured to reflect the different living areas) and ensure there is the ability to magnify particular areas. Perhaps an indication if there were any areas where personal choices might be incorporated (ie wall paint colours for new phases?) to provide greater ‘ownership’ of off-plan reservations.
The Focus Proactive Smiths Gore would combine a professional agency approach with ‘out of the box’ thinking to raise the profile of Inglewood. Such initiatives might include: • Open Day, specifically targeting areas outside Kintbury, although it would obviously be open to all. • A window card exposure special with up to 6 cards all about Inglewood for a period in our Marlborough High Street window, which is lit at night. This would be reinforced, with similar events at other SG offices in Oxford, Winchester and Andover. • To cement the partnership, editorial inclusion in our high quality publications such as the Winter/ Summer Newsletters. • Regular editorial & advertising items in the Marlborough email newsletter (sample of March 2014 attached). • Joint mail drops to targeted areas • SG staff to help man the Inglewood stand at the Berkshire Show. • Forums/seminars/events using our legal contacts on issues of interest eg inheritance tax, living wills etc held at Inglewood or perhaps a talk on sporting matters such as shooting or fishing as we manage estates with experts in these fields and many more. This list is a flavour of SG’s innovation and of course all ideas would be subject to joint scrutiny to ensure compliance with Audley’s aims and policies. For the futue, we would anticipate a joint marketing budget to be outlined at the beginning of the relationship. Our initiatives in producing the Pub Walk Guide, sponsorship of the Marlborough Open Art Studios, the mini art gallery at the office, the Marlborough email Newsletter and our series of Property Forums (Mandy was a star) testify to our ability to deliver on promises in the required time frame. Online Smiths Gore is a member of all the main internet portals such as Rightmove, Zoopla and Prime Location as well as our own website www.smithsgore.co.uk. In addition, a conglomerate of the main national estate agents is proposing a new website for 2015 with a working name of Agents Mutual (although this
might change). Smiths Gore is a leading player in this new venture. Our marketing office has a Twitter feed on a national basis, similar to the Audley twitter, which can be seen at the bottom of our website under ‘News’. We can also use this media to feed editorial for all our properties including Inglewood. Partnership In a partnership, communication should flow both ways, effort should be cohesive, the relationship happy with mutual respect and benefit. Such a union will undoubtedly result in the sought after success. To underline the partnership, we suggest that we establish a series of regular meetings (say every four months) to meet and discuss progress. Smiths Gore is: • a national company with 32 UK based offices with international associates in the British Virgin Islands, Denver, Kuala Lumpur and Brunei. • one of the largest and most successful rural land management companies in the country. • associated with quality and individual service with private clients and corporate organisations using our services for over 160 years. • inclined to take a quiet approach to service, working hard on the inside promoting our clients and their interests, whilst presenting a traditional and composed public persona. Audley : • is a national company with 9 villages, 2 more in the building phase and more planned • is one of the UK's most respected care providers for older people, and a leader in its field • stands for exceptional standards, second to none • is concerned that they not only develop their retirement villages, but also manage them to ensure that everything runs smoothly and their residents' needs are met. Importance of Understanding In acknowledging our respective strengths as well as our similarities, it is also important to stress that we recognise that the retirement sector must receive a different approach from other residential sales. As for anyone, important steps need: • consideration and deliberation • time and space
At a later juncture in life, such time and space must not be hurried or distracted. Smiths Gore understand that on occasion there might be the need for a gentle, structured, but pragmatic dialogue and at other times, it’s better to let well alone. We are sure that Audley staff understand such skills all too well. Professionalism Smiths Gore bring more than understanding to the table, important though that is: • Crafted brochures and marketing materials, not churned out for the masses. • Targeted advertising with focus on the objective. Professionally honed publicity will reach out to the right audience, associating Audley with quality, integrity and style. It is important to sell not only the physical buildings, facilities and amenity, but also the concept of independent living as part of a community. Edward and Shona in the Marlborough office are confident that their personal service will engender the warmth and assurance that potential clients of Audley might seek and this will be echoed across the region with our offices in Oxford, Winchester and Andover providing additional oversight for the Kintbury based development. Personal Profiles - The Team: Edward & Shona Edward Hall From his Strutt & Parker days, Edward has enjoyed a long association with the Inglewood staff and development, maintaining that interest whilst at Smiths Gore, especially with respect to the Property Forum programme on down-sizing and options for retirement. Shona Ford Now of a certain age herself, Shona is clear on the later life issues facing many people today. With experience in social work and residential homes, she understands what retirement should mean. Aspirations to live a meaningful, full life don’t just belong to the young and with patience and understanding, she enjoys helping people explore the options that offer the best choice for them. Together they already compose a partnership for other retirement brands in the Marlborough area and have proven their mettle in this delicate sales field.
Terms of Business Our standard terms of business are attached and would be mostly applicable to our potential partnership. However, it would be prudent to incorporate a time frame for regular review of our relationship on perhaps an annual basis. We would also stipulate that any resulting referrals to sell private homes on behalf of Audley’s prospective clients for Smiths Gore resulting from this relationship would not be subject to a monetary consideration. A national estate agency with all the resources it brings to the table, would not normally consider a remuneration package at the level stipulated by Audley. However, we recognise the intangible benefits that might accrue from a partnership, where both parties work well together.
Smiths Gore will work in accordance with the spirit of the partnership as described above which will include: • • • •
Provide internet advertising platform Receive internet and other enquiries Process such enquiries to the viewing appointment stage Jointly agree such viewing appointments with Inglewood staff and provide background information to Inglewood on prospective clients as appropriate. • Follow-up any leads provided by Audley in respect of private sales that might lead to part-exchange (for instance) • Help to prepare marketing materials for events jointly agreed • Highlighting the Audley/Inglewood concept through SG avenues such as monthly newsletter etc
TERMS OF BUSINESS FOR THE SALE OF RESIDENTIAL PROPERTY The parties are agreed that Smiths Gore will act as sole selling agent in the marketing of the property, using every endeavour to find a suitable purchaser on acceptable terms. THE PROPERTY: THE PARTIES TO THE AGREEMENT: THE CLIENT THE AGENT Smiths Gore 42 High Street, Marlborough, Wiltshire, SN8 1HQ 1. COMMISSION The commission will be 0.5% of the final selling price plus VAT. 2. AGENCY TERMS The client will be liable to pay commission at the agreed rate to the agent in each of the following circumstances: 2.1 If unconditional contracts for the sale of the property are exchanged during the period of this agreement, even if the purchaser was not found by Smiths Gore but by another agent or by any other person, including the client; 2.2 If unconditional contracts for the sale of the property are exchanged within 6 months of this agreement being cancelled, but to a purchaser who was introduced to the client, or with whom Smiths Gore had negotiations concerning the property, during the period of this agreement. On cancellation of the agreement, Smiths Gore will produce a list in writing of all such potential purchasers. 3. RESPONSIBILITY FOR PAYMENT OF FEES AND EXPENSES The client (or if more than one client, each client jointly and severally) is responsible for the payment of agreed fees and expenses, and this responsibility may only be passed to a third party with the written consent of Smiths Gore. When contracts are exchanged in the sale the agent will invoice the client for the agreed commission and any outstanding agreed expenses. These are due for payment either: a) on completion of the sale, to be settled out of the completion monies by your solicitor, or b) twelve weeks from the date of exchange of contracts, to be settled directly by you, whichever date is the earlier. 4. EXPENSES An estimate of expenses to be incurred during the marketing of the property, in addition to the commission, is set out below for your approval. Any additional marketing expenses that may be agreed will be confirmed to the client in writing. The agent will invoice the client for agreed expenses on a monthly basis throughout the marketing period, for settlement within 28 days.
5. GENERAL 5.1 Value Added Tax All Smiths Gore’s fees and expenses are subject to Value Added Tax at the rate prevailing at the date of the invoice. 5.2 Late payment of accounts Interest will automatically be charged at 3% above National Westminster Bank base rate, from the date that the invoice is due for payment, should the invoice remain unpaid for more than 28 days. 5.3 Where the property has previously been for sale through another agent If another agent has previously been marketing the property, but those instructions have now terminated, there may be circumstances, depending on the terms of the client’s contract with that agent, in which a fee becomes payable to both that agent and to Smiths Gore. 5.4 Appointment of joint agents Should the client decide at any time to instruct a joint agent, the overall fee will be renegotiated and become payable to whichever agent introduces the buyer. The fee will then be shared between the joint agents. 6. TERMINATION OF THE CONTRACT The client may withdraw the instructions to Smiths Gore to market the property at any time, in writing. Smiths Gore may withdraw from their appointment as agent at any time, in writing. 7. COMPLAINTS PROCEDURE Smiths Gore operates a formal complaints handling procedure as required by the Royal Institution of Chartered Surveyors. Full details of the procedure can be obtained from any office. 8. MARKETING EXPENSES Marketing
Smiths Gore Contribution
Client Contribution
To production of brochure To photography and floorplans To EPC Local advertising (Wiltshire Gazette and Herald) Internet/property portals/Rightmove Total
CLIENT(S) SIGNATURE(S), CONFIRMING ACCEPTANCE OF SMITHS GORE’S TERMS OF BUSINESS AND AUTHORISATION OF MARKETING EXPENDITURE. Signature: Date of Birth* DATE *This information is only sought in respect of money laundering legislative requirements and will be maintained in the strictest confidence.