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A Strategy for Success
Multi-award winning specialist luxury estate agents in over 275 locations worldwide.
Fine & Country’s status as aworld-class estate agency is nowirrefutable. For an astounding fifthyear in a row the brand has blownaway its competitors to claim the
Best Real Estate AgencyMarketing UK and went on to beawarded the Best InternationalReal Estate Agency Marketing
at the International Residential Property Awards.
“
“
IntroductionFine & Country – the company
Fine & Country understands moving home is one of the most important
decisions you make; your home is both a financial and emotional investment.
We understand that exclusive properties require a bespoke approach to
marketing and take the instruction to sell your home as a privilege, an
honour and a serious commitment.
Our bespoke process takes a lifestyle approach to the promotion of property
focusing on vendors’ comments to highlight personal characteristics that
show a home, rather than simply a house. This is presented together with
an efficient sales process and high level of customer service.
This brochure guides you through some of the strategies and approaches
Fine & Country utilises in the promotion, marketing and sale of a property.
“Instruct a Fine & Country agent, then sit back and relax as you watch a comprehensive marketing strategy spring into
action on your behalf.”
Fine & Country offers a refreshing approach to selling exclusive homes, combining
individual flair and attention with the localexpertise of independent estate agents to
create a strong international network with powerful marketing capabilities.
A major strength of Fine & Country is the powerful ability to market property properly on a local, regional, national and international level.“
“
WEST COUNTRYLONDON & SOUTHERN HOME COUNTIESHEART OF ENGLAND & SOUTHWALESEASTANGLIA & EAST MIDLANDSYORKSHIRE & NORTH EASTNORTHWEST & NORTHWALES
ExposureThe importance of exposure
The more prestigious a property, the smaller the number of potential
purchasers. As such, we understand the need to market your property
further afield. Purchasers of exclusive properties are generally not
constrained by such influences as specific location, proximity to public
transportation or local amenities. With this in mind, we have created
a marketing strategy to target a suitable geo-demographic profile of
potential purchasers.
The widespread exposure of your property is crucial. In today’s market
not only is the mobility of buyers greater than ever but they could come
from, quite literally, anywhere - through local and regional marketing,
national newspapers and magazines or, increasingly, internationally
using interactive technologies.
“Fine & Country is a nationally andinternationally recognised brand with
over 275 locations throughout the UK, France, South Africa, Namibia,
West Africa, Dubai, Qatar, Malta, Egypt, Portugal, Spain and Mauritius.
Presenting your property professionally to the widest possible audience
enhances your chances of achieving the best price in the shortest time.
Fine & Country expertise
Fine & Country – the power of over 275 locations, brand strength and the flexibility and understanding of independent businesses.“
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ExpertiseFine & Country expertise
With Fine & Country you will be treated with respect by a team
of trained professionals.
You benefit from their local knowledge, experience, expertise
and contacts as well as well trained, educated and courteous staff.
You are assisted, advised and informed through each stage of the
property transaction.
Every Fine & Country agent is a member of a redress scheme.
In the UK, agents are either members of the Property Ombudsman
or the Royal Institution of Chartered Surveyors.
“Fine & Country agents are carefullyvetted as only the best will suffice.
We aim to combine the best attributes of independent estate
agency with a specialist brand andpowerful marketing capability.”
Every Fine & Country agent is a highly proficient and professional
independent estate agent, operating to strict codes of conduct and dedicated to you -
their businesses are dependent upon successfully selling your property.
We don’t just sell homes – we sell the lifestyle our clients aspire to. ““We have aimed this house at
an owner who loves their home....someone who wants to spenda lot of time here and would useevery room fully, enjoying whatthis house has to offer.”“
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MarketingOur unique marketing approach
Your property is presented properly - Fine & Country creates intelligent
marketing material that really shows results.
Prospective purchasers require more than room measurements;
they want to understand what it is like to live in the home and the
surrounding environment.
Fine & Country designs details that bring your home to life, enhancing
the character and location, the area, the amenities and facilities, from
schooling to shopping and terrain to transport, creating a lifestyle image
for prospective purchasers.
“Sophisticated, intelligent and creativemarketing that provides the type of information buyers would never
normally see - it is a case of presenting and promoting your property as if it were our own.”
People buy as much into the lifestyle of a property and its location as they do the bricks, mortar and dimensions of its construction.
Going the extra mile
The Fine & Country marketing suites go the extra mile to deliver first class, high impact impressions about every home.“
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Higher Spriddlestone, Brixton, Plymouth PL9 0DD
3 poleston park
MarketingGoing the extra mile
‘Presenting your property properly’ is not just a motto at
Fine & Country but the lifeblood of the organisation. In the knowledge
that people buy into the lifestyle of a property as they do the bricks and
mortar, Fine & Country creates property details which bring your home
to life, enhancing the character and location, the area, the amenities,
facilities, transport and much more.
Vendor interviews are conducted detailing items such as the sellers’
favourite room, how the house fits their life and what they will miss most
when they move, all enhancing the lifestyle to prospective purchasers.
“Fine & Country recognises the more prestigious a property, the smaller
the target market and thus the greater the importance
promotional materials carry.”
In order to present your property properly and attract maximum interest
we offer a high impact suite of marketing materials that create interest
to generate enquiries and viewings.
Exposure to London and international buyers
Using state of the art technology your property is made available 24 hours a day through our touchscreens.“
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Park LaneExposure to London and international buyers
Our showroom in London is among the best placed in Europe,
attracting clients from all over the world.
Our international property centre not only serves the lucrative London
market and provides marketing services for all Fine & Country property
throughout the UK, but also provides a vital hub for our international
market, referring clients all over the world.
We invite you to visit our impressive showroom and international
property centre at 119-121 Park Lane, London W1.
“With probably the best address in theworld, 119-121 Park Lane, London WI,
we reach the markets other agentscannot reach and provide our clients the best of all worlds – local, national
and international clients.”
Access the lucrative London and international buyers market from
our prestigious showroom on Park Lane, London W1.
Fine & Country technology
“The Fine & Country website ensures the maximum level of traffic to a global selection of properties.” “
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TechnologyFine & Country technology
The I.T. department plays a vital role in Fine & Country operations,
ensuring all Fine & Country properties are presented professionally
online. We display beautiful homes on our own industry leading website,
www.fineandcountry.com, which are then showcased on major property
portals. As a result, Fine & Country is present in the majority of searches
for exclusive properties, making Fine & Country top of the class when it
comes to online exposure and advertising.
Local, national and international websites
With 88% of all property searches believed to start online,
www.fineandcountry.com offers customers the possibility to search
properties on an international, national and local level. Micro-sites have
been created for every office, giving tailored information on each area
and improving the website ranking on search engines.
Fine & Country agents have access to:
Local, national and international websitesOver 480 syndicated websites
and property portalsIntegrated social networking - YouTube,
Facebook, Twitter and LinkedInCutting edge mobile website
and fineandcountry.tv.
Fine & Country has invested in its own IT department, allowing it to
respond rapidly to new technologies
Fine & Country technologyFine & Country TV
www.fineandcountry.tv is Fine & Country’s own online channel, featuring all
Fine & Country videoettes, bringing the properties to life and demonstrating
the strength and stability of the brand.
Social Networking – Youtube, Facebook, Twitter & LinkedIn
Fine & Country is active on major social networking channels including Facebook,
Twitter, Youtube and LinkedIn, allowing visitors to comment, like and share properties
and other industry related topics. The Fine & Country website is also fully integrated
with social networking bookmarks and sharing facilities.
TechnologyFine & Country technology
Mobile website
With the growing use of mobile internet through smartphones, the
Fine & Country website has been specifically optimised as a mobile
version to cater for all handsets.
Portal syndication
Fine & Country is present on all major UK property portals including
RightMove and the Zoopla Property Group, which provides the property
listings for 480 websites. Combined, they deliver a massive 5,884,341*
unique visitors on a monthly basis.
Social media plays an important role in the Fine & Country brand development,allowing properties and brand content to be shared, connected on and related. You
can now find Fine & Country on Twitter, Facebook, Youtube and Linkedin.
Fine & Country embraces all forms of technology,maximising the brand’s
and your property’s visibility and to reach a more and more technology savvy audience
*Source Nielson December 2012
The power of PR and the national press
Once you have decided to market your property, the most critical factor is exposure to the maximum number of buyers.”“
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Press & PRThe power of PR and the national press
Having analysed the demographics of the average Fine & Country purchaser
and cross populated this against the readership of various publications
we have selected the most comprehensive exposure within the media
landscape. We have the power to enjoy strong profiles in a range of national
media such as The Sunday Times, The Saturday Telegraph and the Evening
Standard, together with seasonal advertising in Country Life, Country
Illustrated, Horse and Hound and the Condé Nast range of publications.
Public relations is a powerful marketing tool, providing a profile that
cannot be bought. It is estimated that positive editorial coverage can
be worth up to ten times the value of equivalent advertising space.
Fine & Country’s PR department and team of journalists regularly
secure publicity throughout the national and local press.
“Our media buyers have targeted national press campaigns,
aimed specifically at our core Fine & Country audience
of property buyers.”
e reach of the brand is extended through the national press which,
in turn, benefits and reinforcesour regional and local coverage.
Prestige lifestyle magazines
The Fine & Country Refined magazine – an up to date selection of some of the best properties on the market today.“
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PublicationsPrestige lifestyle magazines
Exclusive Home Worldwide, our international publication
Published on a quarterly basis, Exclusive Home Worldwide offers a selection
of the best Fine & Country properties from around the globe combined
with international lifestyle articles including travel, sport and art.
Refined, our national publication
Refined is published every six weeks and showcases the finest properties
for sale with Fine & Country in the UK.
Finer, our regional publication
Finer is a bespoke lifestyle magazine dedicated to your region. It showcases
the finest properties for sale in your area amid high quality editorial. Finer is
the perfect publication if you are looking at buying in a particular area, keep
up to date with the local property market or if you are simply looking for a
nice magazine to read over the weekend.
“The Fine & Country magazines provide a selection of some
of the finest properties for sale – and are available free of charge
from any Fine & Country office or [email protected] to subscribe.”
e country home lifestyle magazines are the perfect medium to capture
the interest of our target market - fromcountry estates in the UK to the vineyardsof South Africa and investments abroad.
Regional strength and national marketing
Fine & Country – a combination of local expertise, regional strength and national marketing.“
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NationalRegional strength and national marketing
Nationally, Fine & Country brings together a wealth of experience and
know-how to design a suite of national marketing options that can be
tailored to suit your individual property requirements.
However, experience has proven the value of our regional marketing.
A high proportion of the potential market place is already in the country
as people choose to remain in proximity to family, friends and business.
“Exclusive and specialist property requires individual and expert
attention to ensure relevant and intelligent marketing exposure.”
e market place for individual and exclusive properties is, by definition,
limited. People are, however, prepared to travel considerable distances to
find their ideal home.
With over 275 locations worldwide, you can access international market places with the trust and confidence of a global brand.“
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InternationalFine & Country –the global approach
The Fine & Country brand is expanding all the time – the successful
formula of local expertise, coupled with creative and intelligent marketing
extends into the lucrative international market. Fine & Country is a
multi-award winning specialist in the luxury property market with
275 locations worldwide – the UK, France, South Africa, Namibia,
West Africa, UAE, Qatar, Malta, Egypt, Portugal, Spain and Mauritius.
This seamless international reach is underpinned by our global referral
system and intelligent website. International marketing offers potential
purchasers one of the finest selections of high quality property for sale
anywhere in the world.
“For returning expatriates, internationalinvestors, business relocators and
that perfect retirement home in the sun, Fine & Country promotes and
operates on an international level.”
As international barriers are shrinking, it is important to be able to take advantage
of a worldwide property market.
WEST COUNTRYLONDON & SOUTHERN HOME COUNTIESHEART OF ENGLAND & SOUTHWALESEASTANGLIA & EAST MIDLANDSYORKSHIRE & NORTH EASTNORTHWEST & NORTHWALES
Directory
INTERNATIONAL HEADQUARTERS LONDON
119-121 Park Lane, Mayfair, Tel: +44 20 7079 1515
London, W1K 7AG Fax: +44 20 7629 2329
MALTA ST. JULIANS
92, George Borg Olivier St Tel: +356 2138 4688
St. Julians STJ 1080 [email protected]
MAURITIUS QUATRE-BORNES
90, St Jean Road Tel: +23 04677000
Quatre- Bornes [email protected]
UAE DUBAI HEAD OFFICE
Saba Tower 1,
Office 301 Tel: +971 4 427 0202
Jumeirah Lakes Tower [email protected]
NAMIBIA WINDHOEK
Post street 10\11 Tel: +264 61 229306
Kaiserkrone [email protected]
QATAR DOHA
Office 1, Regus Building Tel: +974 4465 3730
D Ring Road, [email protected]
PO Box 13166
EGYPT CAIRO
30 Lebanon St. Tel: +202 3344 3060
Mohandseen Fax: +202 3344 3070
THE CHANNEL ISLANDSGUERNSEY
16-18 Mansell Street
St Peter Port Tel: 0044 1481 727989
Guernsey GY1 1HP [email protected]
JERSEY
5 King Street Tel: +44 1534 707900
St Helier Jersey JE2 4WF [email protected]
SOUTH AFRICA HEAD OFFICE RIVONIA
International Realty Tel: +27 11 234 6545
29 Autumn Street [email protected]
SPAIN MARBELLA
Marbella Club Hotel Tel: +34 952 76 40 10
Bulevar Principe Alfonso von Hohenlohe
Marbella, Malaga, 29602 [email protected]
RUSSIA ST. PETERSBURG
Office 7, house 43, Furshtatskaya Street, Tel: +7 (812) 322-52-01
St. Petersburg, 191123, Russia Tel: +7 (812) 937-37-47
WEST AFRICA LAGOS
13 Adetokunbo Ademola St. Tel: +234 12710722
Victoria Island [email protected]
EAST AFRICA MOZAMBIQUE
AV Joaquim Chissano no. 42
Matola F Tel: +25 8843 035 360
Matola [email protected]
PORTUGAL ALGARVE
FRANCE CANNES
13 Rue Pasteur Tel: +334 92592593
Cannes 06400 [email protected]
NEW ZEALAND AUCKLAND
97 Seaview Road
Remuera Tel: 00 649 021 611 461
Auckland 1050 [email protected]
CASCAIS
Rua Melo e Sousa
9-C R/C Tel: +351 214 643 636
Estoril, 2765-253 [email protected]
Praia da Carvoeiro
Rua do Barranco, Bloco II/III, Loja 70, Carvoeiro, 8400-569 Lagoa
Praia da Luz
Rua Direita 44, Luz, 8600-160 Lagos
Lagos
Avenida dos Descobrimentos 43F, 8600-645 Lagos
Tel: +351 282 354 140
Fine & Country Ltd 121 Park Lane, Mayfair, London W1K 7AG
Tel +44 (0)20 7079 1515 Fax +44 (0)20 7629 2329 [email protected]
