International Marketing Tools Booklet 2024

MARKETING YOUR Tools in 2024

We value the little things that make a home

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

Organic social media

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 some of the tools in your arsenal, as well as covering how and when they are most effectively introduced in your client journey. All these items are available to order through the Studio and can be bespoke to your local market.

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, contact your account manager or the Marketing team.

2 WINNING CUSTOMERS

– Page 14

Bespoke Marketing Strategy and Buyer’s Guide

– Page 18

Client Marketing Plan

UTILISING THE TOOLS FOR AN EFFECTIVE STRATEGY

All the elements covered in this booklet can be used independently, but when used in the right sequence and to the right audience they will build a seamless and extremely competitive strategy.

SUGGESTED LEAD GENERATION ACTIVITIES

The below lead generation activities can be carried out to attract both buyers and sellers alike.

TOOLS FOR THE RIGHT STAGE IN THE CUSTOMER JOURNEY

*These packs should be professionally collated in a Fine & Country presentation folder (pg16).

AWARENESS

1 AND RESPONSE MARKETING

FINE & COUNTRY’S GLOBAL CAMPAIGNS LEAD GENERATION THROUGH BRAND

There is a vast library of campaigns available for use across your digital and print outlets – each with a distinct theme and message but all sitting cohesively together to ensure the Fine & Country brand is recognisable wherever in the world you may see it.

WE VALUE THE LITTLE THINGS

This campaign has evolved over the past few years, in response to the needs and behaviours of our customers. The messages are emotive and strike a connection with the audience, beyond the bricks and mortar and practicalities of buying or selling a home.

We value spacetogrow We value boardmeetings

LIFESTYLE DEPARTMENTS

Designed to promote the lifestyle divisions of Fine & Country; Golf Living, Equestrian Living, Waterside Living and Land and New Homes, these campaigns appeal to customers who own property due to its leisure facilities or location.

MARKET LEADER CAMPAIGN

We were delighted to have been the UK’s most recommended estate agency in 2023. According to YouGov data from over 21,000 respondents, we received a net recommendation score of 76%, proving exceptional customer satisfaction and loyalty and highlighting our dedication to delivering premium service throughout our network.

This campaign enables you to promote the strength and success of the Fine & Country brand within the UK market, showcasing our commitment to premium service. This helps to attract new clients seeking trustworthy representation and support you in generating new business.

BUYER-LED CAMPAIGN

These campaigns have been created to promote the different international locations Fine & Country have a presence in and encourage referrals.

These campaigns can be used by all agents within the network, enticing their customers to inquire about properties abroad.

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.

Cherish the chill

DIGITAL HUB CANVASSING CARDS We

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.

You can now customise your canvassing cards in the Digital Hub, choosing from a selection of imagery to suit your market and translating the text to any language.

Search ‘Digital Hub’ 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.

EDITABLE SOCIAL MEDIA ASSETS

You can now easily bespoke certain social media assets to make them personal to your business, customers and local area, whilst ensuring they remain within brand guidelines and consistent with the rest of the network.

The assets include:

• Property Statuses

• Case studies

• Testimonials

• Property of the week

• International property

• Beautiful Britain

• Throwback Thursday

• Local heroes

Download from the Digital Hub.

HTML MAILERS

Email remains one of the most cost-effective and simple-toproduce 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

• Disinstructed clients

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• Current buyers

• Failed MAs from the past two years

THE REFERRAL SYSTEM

The improved Referral System offers you the opportunity to automate the referral process to increase referrals and limit manual updates, making referrals between agencies an automated revenue generator.

Using nurtur.group technology, the Referral System will be able to identify out-of-area applicants in your CRM and suggest you refer them to another agent, which means that no referrals will be missed ever again.

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.

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.

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.

DELIVER A BEST-IN-CLASS 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.

ENHANCE THE CUSTOMER JOURNEY TO DRIVE 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.

STAND OUT FROM 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.

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

IMPROVED FUNCTIONALITY FOR YOU

• 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.

DISCREETLY MARKETED PROPERTIES

You can now promote discreetly marketed properties on the Fine & Country website. The feature will automatically blur the image of the property and ask visitors to register for more information, rather than being taken to a property page.

YOUR MICROSITE

Each Fine & Country location is given a microsite. Your microsite is a hugely powerful marketing tool; are you making the most of it?

HOME AND CONTACT PAGES

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.

LOCATION 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.

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.

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.

THE STARTER PACK

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:

• Project management including monthly Zoom meetings

• Tracking

• Google Ads

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

THE GROWTH PACK

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:

• Project management including bi-weekly Zoom meetings

• Local SEO

• Link building

THE ULTIMATE PACK

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:

• Facebook, Instagram and LinkedIn Ads

• Blogs

• Videos

Please note that the service provided is in English only. Translations will need to be supplied by your office.

GOOGLE BUSINESS PROFILE

Being on Google Business Profile 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.

WHAT WILL HAVING YOUR ACCOUNT PROPERLY SET UP ACHIEVE?

• Set an immediate good first impression for searchers who see your business’ essential information.

• The Google Maps integration, makes it easier to find your business.

• Insights from Google Business Profile 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.

WHAT WORK CAN BE CARRIED OUT ON YOUR ACCOUNT?

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

Starberry can carry out the following work on your account to optimise your Google Business Profile:

• 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.

Please note that the service provided is in English only. Translations will need to be supplied by your office.

LISTINGS

EXCLUSIVE HOME WORLDWIDE

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 UK database.

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

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.

FOREIGN EXCHANGE SERVICES WITH LUMON

Differentiate yourself as an international property expert, with Lumon. Their dedicated team will qualify any potential international buyers and ensure an efficient and professional transaction for your clients.

The benefits of working with Lumon

• An additional revenue stream with high commissions

• Increased client loyalty by offering value-added solutions

• Client qualification through greater understanding of a client’s financial situation

Search ‘Foreign Exchange Services’ in the Members’ Hub.

THE COMMERCIALS

You receive a 20% share of the profit generated from Lumon servicing your clients. On a transfer of £1 million, receive on average £3,000 commission.

A STRATEGY FOR SUCCESS

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

UK PR REPORTS

UK 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.

Templates are available for you to use if you would like to promote your PR successes in your location.

Available to order in print and share digitally, these documents are a snapshot of the success of the Head Office social channels, so you can demonstrate the reach of the brand on market appraisals.

They are produced monthly and annually, can be ordered in print from the Digital Hub and found digitally on the Social Media Toolkit, so make sure to mention this as much as possible to your clients.

BESPOKE BUYER’S GUIDE

This brochure allows you to showcase your services to potential buyers, from airport pickup to sales progression and support after sale. This booklet can be bespoke to list the services offered by your office.

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.

Please refer to the Members’ Hub for pricing.

FINE & COUNTRY STATIONERY

There is a selection of branded materials and stationery which add to the level of service and professionalism an agent provides. This includes:

• Business cards • Compliment slips

• Letterheads • Continuation paper • C4 envelopes (window)

• C4 envelopes (plain)

• C5 envelopes (plain)

• DL envelopes (window)

• DL envelopes (plain)

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

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.

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

• The Foundation blog

• Email footers

• Print booklet

• Window cards

CLIENT 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 vendor’s expectations and clearly communicate what is being done to market their property at each stage.

Our range of sales particulars delivers a fresh and contemporary look for a stunning presentation of your properties. The quality and specification of these particulars shines out amongst the competition and provides a vital point of difference in an area that is so important to vendors.

All brochure designs and sizes are available in either the traditional black or modern white design.

Any international offices wishing to place an order, please note that we recommend that Head Office facilitates artwork production only and local printing is sourced, to ensure most efficient turnaround times for delivery. Please discuss with your account manager or contact the Customer Support team on studio@fineandcountry.com.

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.

We understand that each country follows its own regulations and has its own type of designs. Boards can be tailored to a country, providing that all agents within the country use the same board. Contact the Marketing team on marketing@fineandcountry.com to discuss your country requirements.

JamesEdition is a leading online marketplace for luxury real estate, cars, yachts and jets in 120 countries. It provides a singular destination for the international, ultra-high-end luxury enthusiast and receives over 1.5 million monthly users. Properties listed by participating offices are automatically fed onto the global marketplace. JAMESEDITION

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.

MEDIA CENTRE

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 presenter-led 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.

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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.

HEAD OFFICE SOCIAL MEDIA CHANNELS PR

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

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

FINE & COUNTRY STAGING AND STYLING

Fine & Country have the ability to offer a full property staging service 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.

COUNTDOWN TO MOVING

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.

COUNT DOWN to moving

CLIENT DATABASE

Going out every month to our extensive database of circa 150,000 high-net-worth buyers and sellers, 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@hq.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.

Order via the Canvassing Cards section on the Digital Hub.

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

Fine & Country Golf

Tel: +44 20 7030 3590 golf@fineandcountry.com

AUSTRALIA

PERTH

Tel: +61 451 248 101 perth@fineandcountry.com

CYPRUS (SOUTH)

PROTARAS +35 799 493357 protaras@fineandcountry.com

FRANCE

CANNES

Tel: +33 492 592593 cannes@fineandcountry.com

GERMANY/AUSTRIA/SWITZERLAND

FRANKFURT

Tel: +49 69 999 9880-0 germany@fineandcountry.com

HUNGARY

BUDAPEST

Tel: +36 20 351 3881 hungary@fineandcountry.com

MAURITIUS

GRAND BAIE

Tel: +230 593 95959 mauritius@fineandcountry.com

NAMIBIA

WINDHOEK

Tel: +264 81 129 5491 admin@fineandcountry.co.na

PORTUGAL

ALGARVE

Tel: +351 282 354 140 algarve@fineandcountry.com

ESTORIL

Tel: +351 214 643 636 infoirg@fineandcountry.com

SOUTH AFRICA

RIVONIA

Tel: +27 11 234 6545 support.sa@fineandcountry.com

SPAIN

DENIA

Tel: +34 966 675768 / 685 810394 spain@fineandcountry.com

THAILAND

Tel: 07561 700 636 thailand@fineandcountry.com

THE CHANNEL ISLANDS

JERSEY

Tel: +44 1534 840022 jersey@fineandcountry.com

ZIMBABWE

HARARE

Tel: +263 86 4425 3731 zimbabwe@fineandcountry.com

Fine & Country Head Office

+44 (0)20 7079 1515

parklane@fineandcountry.com

The prices are correct at time of printing