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A Strategy for Success


Fine & Country’s status as a world-class estate agency is now irrefutable. For an astounding fifth year in a row the brand has blown away its competitors to claim the Best Real Estate Agency Marketing UK and went on to be awarded the Best International Real Estate Agency Marketing at the International Residential Property Awards.

Multi-award winning specialist luxury estate agents in over 275 locations worldwide.


Fine & Country – the company Fine & Country offers a refreshing approach to selling exclusive homes, combining individual flair and attention with the local expertise of independent estate agents to create a strong international network with powerful marketing capabilities.

“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 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.

Introduction


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A major strength of Fine & Country is the powerful ability to market property properly on a local, regional, national and international level.


The importance of exposure Presenting your property professionally to the widest possible audience enhances your chances of achieving the best price in the shortest time.

“Fine & Country is a nationally and internationally recognised brand with over 275 locations throughout the UK, France, South Africa, Namibia, West Africa, Dubai, Qatar, Malta, Egypt, Portugal, Spain and Mauritius.

The more prestigious a property, the smaller the number of potential

purchasers. As such, we understand the need to market your property

LONDON & SOUTHERN HOME COUNTIES further afield. Purchasers of exclusive properties are generally not HEART OF ENGLAND & SOUTH WALES WEST COUNTRY

& NORTH EAST constrainedYORKSHIRE by such influences as specific location, proximity to public NORTHWEST & NORTH WALES EAST ANGLIA & EAST MIDLANDS

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.

Exposure


Fine & Country – the power of over 275 locations, brand strength and the flexibility and understanding of independent businesses.


Fine & Country expertise 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.

“Fine & Country agents are carefully vetted as only the best will suffice. We aim to combine the best attributes of independent estate agency with a specialist brand and powerful marketing capability.�

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.

Expertise


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 spend a lot of time here and would use every room fully, enjoying what this house has to offer.”


Our unique marketing approach People buy as much into the lifestyle of a property and its location as they do the bricks, mortar and dimensions of its construction.

“Sophisticated, intelligent and creative marketing 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.�

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.

Marketing


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The Fine & Country marketing suites go the extra mile to deliver first class, high impact impressions about every home.


Going the extra mile

3 poleston park Higher Spriddlestone, Brixton, Plymouth PL9 0DD

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.

“Fine & Country recognises the more prestigious a property, the smaller the target market and thus the greater the importance promotional materials carry.”

‘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.

Marketing


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Using state of the art technology your property is made available 24 hours a day through our touchscreens.


Exposure to London and international buyers Access the lucrative London and international buyers market from our prestigious showroom on Park Lane, London W1.

“With probably the best address in the world, 119-121 Park Lane, London WI, we reach the markets other agents cannot reach and provide our clients the best of all worlds – local, national and international clients.�

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.

Park Lane


“The Fine & Country website ensures the maximum level of traffic to a global selection of properties.”


Fine & Country technology Fine & Country has invested in its own IT department, allowing it to respond rapidly to new technologies

Fine & Country agents have access to: Local, national and international websites Over 480 syndicated websites and property portals Integrated social networking - YouTube, Facebook, Twitter and LinkedIn Cutting edge mobile website and fineandcountry.tv.

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.

Technology


Fine & 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.


Fine & Country technology 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

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. *Source Nielson December 2012

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.

Technology


Once you have decided to market your property, the most critical factor is exposure to the maximum number of buyers.”


The power of PR and the national press e reach of the brand is extended through the national press which, in turn, benefits and reinforces our regional and local coverage.

“Our media buyers have targeted national press campaigns, aimed specifically at our core Fine & Country audience of property buyers.”

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.

Press & PR


The Fine & Country Refined magazine – an up to date selection of some of the best properties on the market today.


Prestige lifestyle magazines e country home lifestyle magazines are the perfect medium to capture the interest of our target market - from country estates in the UK to the vineyards of South Africa and investments abroad.

“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 admin@fineandcountry.com to subscribe.”

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.

Publications


Fine & Country – a combination of local expertise, regional strength and national marketing.


Regional strength and national marketing î Že market place for individual and exclusive properties is, by definition, limited. People are, however, prepared to travel considerable distances to find their ideal home.

“Exclusive and specialist property requires individual and expert attention to ensure relevant and intelligent marketing exposure.�

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.

National


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With over 275 locations worldwide, you can access international market places with the trust and confidence of a global brand.


Fine & Country – the global approach As international barriers are shrinking, it is important to be able to take advantage of a worldwide property market.

“For returning expatriates, international investors, business relocators and that perfect retirement home in the sun, Fine & Country promotes and operates on an international level.”

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.

International


Directory

INTERNATIONAL HEADQUARTERS LONDON

Tel: +44 20 7079 1515

119-121 Park Lane, Mayfair,

Fax: +44 20 7629 2329

London, W1K 7AG

admin@fineandcountry.com

EAST AFRICA MOZAMBIQUE AV Joaquim Chissano no. 42 Matola F Matola

Tel: +25 8843 035 360

Tel: +202 3344 3060

Fax: +202 3344 3070

ahmed.sherif@fineandcountry.com

Tel: +334 92592593

Tel: +356 2138 4688

malta@fineandcountry.com

St. Julians STJ 1080

MAURITIUS QUATRE-BORNES

Kaiserkrone

St Peter Port

Praia da Luz

Tel: +351 282 354 140

algarve@fineandcountry.com

CASCAIS

Rua Melo e Sousa

Tel: +351 214 643 636

cascais@fineandcountry.com

Estoril, 2765-253

RUSSIA ST. PETERSBURG Tel: +23 04677000

alain.giraud@fineandcountry.com

Tel: +264 61 229306

admin@fineandcountry.co.na

Tel: +974 4465 3730

qatarsales@fineandcountry.com

Office 7, house 43, Furshtatskaya Street, St. Petersburg, 191123, Russia

Tel: +7 (812) 322-52-01

Tel: +7 (812) 937-37-47

stpetersburg@fineandcountry.com

SOUTH AFRICA HEAD OFFICE RIVONIA International Realty 29 Autumn Street

16-18 Mansell Street

Tel: 0044 1481 727989

guernsey@fineandcountry.com

Guernsey GY1 1HP

JERSEY

Avenida dos Descobrimentos 43F, 8600-645 Lagos

PO Box 13166

marbella@fineandcountry.com

Marbella, Malaga, 29602

Rua do Barranco, Bloco II/III, Loja 70, Carvoeiro, 8400-569 Lagoa

D Ring Road,

Tel: +34 952 76 40 10

THE CHANNEL ISLANDS

Praia da Carvoeiro

Office 1, Regus Building

92, George Borg Olivier St

Bulevar Principe Alfonso von Hohenlohe

GUERNSEY

QATAR DOHA

MALTA ST. JULIANS

Marbella Club Hotel

ALGARVE

cannes@fineandcountry.com

Cannes 06400

Post street 10\11

auckland@fineandcountry.com

Auckland 1050

9-C R/C

FRANCE CANNES

NAMIBIA WINDHOEK

Tel: 00 649 021 611 461

Remuera

Lagos

13 Rue Pasteur

Quatre- Bornes

SPAIN MARBELLA

Rua Direita 44, Luz, 8600-160 Lagos

30 Lebanon St.

90, St Jean Road

97 Seaview Road

PORTUGAL

mozambique@fineandcountry.com

EGYPT CAIRO Mohandseen

NEW ZEALAND AUCKLAND

Tel: +27 11 234 6545

info@fineandcountry.co.za

Tel: +44 1534 707900

5 King Street

jersey@fineandcountry.com

St Helier Jersey JE2 4WF

UAE DUBAI HEAD OFFICE

Saba Tower 1,

Tel: +971 4 427 0202

Office 301

info@fineandcountry.ae

Jumeirah Lakes Tower

WEST AFRICA LAGOS 13 Adetokunbo Ademola St. Victoria Island

Tel: +234 12710722

maitamaheights@fineandcountryng.com


Fine & Country Ltd 121 Park Lane, Mayfair, London W1K 7AG

Tel +44 (0)20 7079 1515 Fax +44 (0)20 7629 2329 admin@fineandcountry.com


Strategy for success