Bespoke Marketing Strategy 2024

STRATEGY BESPOKE MARKETING

We value the little things that make a home

EXQUISITE PRESENTATION

Every home is unique. At Fine & Country we ensure your property looks its absolute best. Here are some of the standout ways we present your property to attract the right kind of buyers.

CLASSIC SUITE

PROFESSIONAL PHOTOGRAPHY

Selling your home is about selling a lifestyle, and captivating photography is an essential part of this. Our professional photographers capture your home in the best possible light to ensure it makes the right impression both online and offline.

BEAUTIFUL BROCHURES

Our in-house design studio produce a 24-page brochure bespoke to your property, showcasing the character and lifestyle of your home. Your brochure, available as a PDF and digital page-turner, will then be distributed to our comprehensive database, both by post and electronically.

STAGING AND STYLING

Staging and styling a property ensures your home is positioned at its best in the market to achieve the interest and value it deserves. Our team of experts will maximise the use of light and space, style key rooms to attract the target market and present each property as a home – helping buyers to see the potential and best your property has to offer.

LIFESTYLE INTERVIEW

No one understands life in your home like you do. So, we employ a team of experienced property writers who carry out short lifestyle interviews by telephone. This gives an insight into living in your home as well as the local area, bringing the property to life and going beyond what a property brochure alone can offer.

PROPERTY VIDEOS

Video footage is one of the best ways to impress when it comes to superior property presentation. High-quality, engaging content that seamlessly flows through a home, highlighting its memorable features and giving a sense of proportion is a powerful asset in your property sale. Video is also an integral part of a successful social media strategy.

SIGNATURE UPGRADE

PRESENTER-LED PROPERTY VIDEO

A presenter will lead the video, highlighting the lifestyle on offer, as well as unique features and characteristics of the property.

TWILIGHT PHOTOGRAPHY

Capture the property with balanced lighting and a warm, inviting tone with this specialist photography style.

Scan the QR code to explore some of our most successful marketing stories

ELITE UPGRADE

SUBMISSION FOR THE LUXURY HOME TOUR SERIES

Our curated YouTube playlist of lifestyle property tours, which receives over 250,000 monthly views

DRIVEWAY DRESSING

We have relationships with luxury car brands across the country who are able to provide vehicles for the production of the photography and videography, if desired.

WIDESPREAD EXPOSURE

The widespread exposure of prime residential properties is crucial. Buyers of exclusive properties are generally not constrained by such influences as specific location, proximity to public transportation or local amenities. Through a combination of local, national and international marketing techniques, we can market your property to both those who are actively looking and those who didn’t know they wanted to move, until they saw your house.

OUR INTERNATIONAL NETWORK

Fine & Country have a presence in over 300 locations worldwide, including 225 locations in the UK. Your property will be available to approximately 180,000 high-net-worth customers registered in our database.

OUR PUBLICATIONS

Your property will be advertised in one or more of our prestigious publications:

COLLECTION is a property and lifestyle magazine dedicated to your region. Using sophisticated data it is distributed via direct mail, to local prime properties and high-net-worth individuals.

REFINED is our national monthly publication. It showcases the finest properties for sale with Fine & Country in the UK. It is distributed to all our UK offices and their surrounding communities. We also personally hand-deliver Refined to premium properties currently on the market for £XXX or over, in your area.

EXCLUSIVE HOME WORLDWIDE is our quarterly international publication. It offers a selection of the finest properties for sale around the world, and aspirational global lifestyle articles.

COUNTRIES

INTERNATIONAL PORTALS*

CLASSIC SUITE

FINE & COUNTRY WEBSITE

At fineandcountry.com buyers can peruse every property for sale, from Australia to Zimbabwe. Positioned alongside engaging lifestyle blog content, your property sits on a platform that champions exquisite property.

INTERNATIONAL PORTALS

All Fine & Country properties in the UK appear on circa 100 international portals, across 54 countries. This exposes your property to the lucrative international markets, and up to 295 million potential buyers.

SIGNATURE UPGRADE

PR PITCHING

The Media Centre has fantastic relationships with journalists from the major national news outlets. The team pitches unique or newsworthy properties to national, regional and online platforms on a regular basis.

ELITE UPGRADE

FEATURE ON JAMESEDITION

Your property will appear on the global marketplace which is visited by over 1.5 million users a month, alongside super yachts, private jets and other luxury items.

SOCIAL MEDIA

MILLION BUYERS

Social media is a highly effective marketing tool to promote your property. Through a dynamic combination of video and photography content, we can expose your home to many more potential buyers, whether they are actively looking for a property or not.

OPEN HOUSE EVENT

The truest way to capture the lifestyle of a property and ensure potential buyers fall in love as soon as they walk through the door.

LOCAL TARGETED MAIL

Whilst owners of premium properties are not constrained by specific location, 56% of our customers will search for a property within 25 miles.* We will make sure that they know about your property by distributing a direct mail card to the 100 closest premium properties in the area.

STRATEGIC LAUNCH CAMPAIGN

A strategic launch tailored to your property as well as the buyers we aim to reach, across print and digital channels.

OUR SERVICE TO EVERYONE

We strive to deliver our customers a first-class service and our dedication has been rewarded with Fine & Country being the UK’s most recommended estate agency.* Our meticulous attention to detail and devoted commitment to each and every client makes us the perfect partner when it comes to selling your home.

COMMUNICATION

We find regular communication ensures your sale is as smooth as possible. We will call you at least once every two weeks and visit you in person every four weeks to review the strategy and make any changes we agree are required. The monthly marketing strategy meeting is a chance to review the marketing done to date, discuss feedback from potential buyers and agree the future marketing plan.

PROFESSIONAL ACCOMPANIED VIEWINGS AND PRE-QUALIFICATION

All prospective buyers are accompanied on viewings by experienced, knowledgeable team members who are confident in promoting the benefits of your property and the local area. We financially qualify any interested party before passing an offer to you. In-house sales progression is carried out by our team and we will be on hand to assist at every stage, from offer to completion.

OFFER HANDLING

We ensure any offer is valid and any potential purchaser is fully motivated and qualified before we put an offer to you. All serious offers will be discussed with you in person with all the appropriate research done prior.

FOREIGN EXCHANGE SERVICES

If you are buying in a foreign country, we can help with international payment and an effortless and secure currency exchange solution.

PERSONALISED MOVING SERVICES

Moving is never a simple process, but we strive to make it as stress-free as possible and this extends to our moving service which is tailored to each client’s needs, whether you’re moving to the neighbouring village or to a different country.

SEARCH ASSISTANCE AND REFERRALS

If you’re considering moving out of the area, our sophisticated referral system allows us to highlight your requirements to the most relevant Fine & Country office in your desired location and access their exclusive local knowledge. Benefit from the extensive Fine & Country network and ensure that you receive the best service for your sale as well as for your purchase.

We know that your time can be extremely precious, and so we have partnered with a property buying agency to assist you in finding the ideal property. Our buying agent will source and shortlist properties based on your specifications. They will then negotiate and secure the right property, taking care of the entire process for you.

“What a pleasure to be dealing with friendly, efficient and professional agents.”

At Fine & Country, we don’t just value your property, we maximise its value using a strategy centred around our three guiding principles of refined presentation, widespread exposure and first-class service. We will present your property in the best possible light, we will expose it to the widest and most suitable audience of potential buyers whilst benefitting from our unmatched service. Everything that we discuss with you will be one or a combination of these three principles.

PRESENTATION

We will present your property in the best light to ensure it looks its absolute finest.

EXPOSURE

We will expose your property to the widest possible pool of potential buyers.

SERVICE

We will deliver a quality, reliable service to ensure you have the best possible experience.

YOUR BESPOKE MARKETING STRATEGY

ELITE SUITE

Client Contribution: £2,895*

Agent Fees: 2.97%*

Multi-Agency Fee: 3.7%*

In addition to all of the marketing elements in the Signature and Classic Suites

Submission for inclusion on The Luxury Home Tour Series

Feature on luxury marketplace

JamesEdition

Strategic physical and digital launch campaign

Double-page feature in three editions of Refined**

Double-page feature in Collection

Presenter-led Property Tour including Driveway Dressing

Watch The Luxury Home Tour Series

SIGNATURE SUITE

Client Contribution: £2,219*

Agent Fees: 2.49%*

Multi-Agency Fee: 3.2%*

In addition to all of the marketing elements in the Classic Suite

PR Pitching

Local Magazine Hand Delivery to executive homes above £750k

Presenter-led Property Video

Inclusion in London Exhibition

Submission for inclusion in EHW

Submission for promotion on Head Office

Social Media channels

In-window display at Head Office, London

Property of the week feature on fineandcountry.com

A3 Hard Cover Presentation Brochure

Drone Footage

Twilight Photography

Elevated Photography

National Press Advertising

Collection feature page

Double-page feature in Refined**

Targeted Direct Mail to buyers

Premium Listings on Property Portals

CLASSIC SUITE

Client contribution: £1,579*

Agent Fees: 2.02%*

Multi-Agency Fee: 2.9%*

EPC

Detailed Floorplans

Professional Photography

Lifestyle Interview

Printed brochure of your particulars

Digital page-turner of your particulars

Refined magazine feature**

Property Video

Portal Advertising

Open House Event

Social Media Advertising

Coming Soon Campaign

Complimentary Currency

Exchange Consultation

Complimentary Staging & Styling Consultation

Fine & Country International Website

International exposure across up to 116 international portals in 54 countries

For Sale Board

Local Magazine feature

YOUR LOCAL TEAM

{FULL NAME} {POSITION} {AREA}

Andrew has been in Estate Agency for over 30 years and has spent that time working in and around the Woking and Guildford areas.

email@fineandcountry.com

Tel: +44 1234 567890

{FULL NAME} {POSITION} {AREA}

Andrew has been in Estate Agency for over 30 years and has spent that time working in and around the Woking and Guildford areas.

email@fineandcountry.com

Tel: +44 1234 567890

WHAT OUR CUSTOMERS SAY

““We would like to thank you again for your wholly professional manner and detailed control of the sale of Little Barn which made it all happen in spite of the triple chain. We are indeed very happy here and relieved to have completed the 'down-sizing' so successfully.”

“I would like to reiterate my thanks to yourself and your staff for the exemplary way in which all aspects of the sale were dealt with. While I would have expected those dealing with the transaction to be fully au fait with the position (and they were), I was particularly impressed by the way in which those who were not directly associated with the transaction were also up to speed.”

THE FINE & COUNTRY FOUNDATION

FIGHTING HOMELESSNESS

THE FINE & COUNTRY FOUNDATION

FIGHTING HOMELESSNESS

THE FINE & COUNTRY FOUNDATION FIGHTING HOMELESSNESS

Thank you for your support.

Charity no. 1160989, striving to relieve homelessness.

Fine & Country Head Office

+44 (0)20 7079 1515

parklane@fineandcountry.com

{FULL NAME} {POSITION} {AREA}

Andrew has been in Estate Agency for over 30 years and has spent that time working in and around the Woking and Guildford areas.

email@fineandcountry.com

Tel: +44 1234 567890

{FULL NAME} {POSITION} {AREA}

Andrew has been in Estate Agency for over 30 years and has spent that time working in and around the Woking and Guildford areas.

email@fineandcountry.com

Tel: +44 1234 567890

“We just wanted to thank you again for all your hard work over the last few months. I must add a special thank you to Matt for all his invaluable advice during the stressful period and for also keeping everyone in the very long chain under control, a true professional.”

“We just wanted to drop you a small note of thanks for all your help and support with selling our house. We were very impressed by your professional approach, organisation and resourcefulness. Thank you for keeping us calm through the long process; we will certainly recommend you as the estate agent to use in the area.”

The Fine & Country Foundation was established to provide grants and support for homeless charities in the UK and overseas. Since 2014, a combination of the efforts from Fine & Country agents across the globe and private donations have helped raise over £950,000.

We believe that, together, we can make a substantial impact to help the most vulnerable people in our society. As a network, we take part in some remarkable efforts, like treks up Mount Kilimanjaro, but we also give back for every Bespoke Marketing Suite we create for our customers, because we value the little things that make a home.

For every Bespoke Marketing Suite sold, we will donate £10 to The Foundation.