Fine and Country Summer Bulletin 2023

BULLETIN Summer 2023

I am thrilled to share with you the success of the Conference, where we had the pleasure of hosting all of our international licensees together. The energy and enthusiasm from each of you was truly inspiring, and I am delighted to hear the positive feedback from all who attended.

I believe that the power of working together is the key to our success, and the Conference was a testament to that. We were able to share experiences and ideas, and I am confident that this will lead to even greater achievements in the future. I am excited to announce that our 2024 Conference will take place on March 8th, so please save the date in your calendars.

Speaking of working together, we have just launched the Automated Referral System, which we believe will unlock the potential of further revenue for the network. Referrals are a way for our licensees to harness the extensive reach of the network and work together to increase market share.

One of the things that sets our network apart is our commitment to giving back for the wider good. We will continue to offer Masterclasses, Bootcamps and webinars to ensure that we all have the opportunity to learn and grow with each other. With so much experience and knowledge amongst us, there is always something new to discover. Find upcoming event dates and links to book on pages 14 to 17.

During my amazing visit to Portugal, I was impressed with the fantastic licensees who are fully embracing our ethos of Presentation, Exposure and Service worldwide. Similarly,

Simon Bradbury has visited our new licensee in Cyprus, and it is great to see how much support there is among the licensees within the network, all working together to enhance the brand.

I know that the current market can be tough, but I urge you all to engage with the wider network, attend Fine & Country Masterclasses, Bootcamps and webinars, and stay inspired. It is also important to consistently review your on and off-market lead generation strategies to ensure you are doing all that you can to thrive in this market. Let us not forget the basics, which are often dropped when we are busy, but essential for our success. It is interesting to note that according to Rightmove, 60% of listings in the UK are selling with the second listing agent. Do you have a clear on-market lead generation strategy? We have the best tools at Fine & Country to ensure you succeed in this market. It is also crucial to look after our existing clients and manage expectations around pricing. The Client Marketing Plan is a ‘must have’ tool for you to utilise in this market. If you need support in utilising these tools, please do contact us.

I’d also like to take the opportunity to welcome the following Locations to the network so far in 2023:

Fine & Country Rock and Padstow

Fine & Country South East London

Fine & Country Winchmore Hill

Fine & Country Cyprus (South)

Fine & Country Cheltenham, Gloucester and Tewkesbury.

Nicky Stevenson Managing Director

TO STAND OUT BE OUTSTANDING

March saw the return of the Fine & Country Annual Conference, the pinnacle of the Fine & Country events calendar. This is the one occasion, each year, where representatives from across the world come together to learn, exchange ideas and collaborate with an aim to better their businesses and grow the power of Fine & Country in their regions.

This year, we brought the Conference to you from a fresh, new, contemporary venue which embodied the charm and character of Fine & Country and was the perfect backdrop to the day’s presentations and awards ceremony.

To Stand Out Be Outstanding How Is The Economic Outlook Affecting Individuals’ Behaviour

Nicky Stevenson, Fine & Country MD and Emilie Despois, Fine & Country CMO

Nicky Stevenson and Emilie Despois presented on the Outstanding achievements of the brand, from awards to standout marketing from agents and the health of the brand on a national level.

We also saw what training and events are to come in 2023; find more about these on pages 14 to 17.

Keith Edwards, CEO and Lead Investment Manager, Casterbridge Keith provided valuable insight into the global economic climate and forecast. He delved into what this could mean for the real estate industry in the coming years, as well as how this will affect the behaviours of Fine & Country customers around the world.

How I Became An Outstanding €1 Million Office

Chris Hara, CEO, Fine & Country Costa Blanca North Chris shared his story and formula for success; from opening his Fine & Country office in 2019 to growing this to a business which has generated over €1 million.

The Fine & Country 2023 Conference

Our Standout Panel

We were joined by four of the brand’s most prominent business owners, who discussed the different strategies they employ to ensure they stand out from their competitors. Their dedication to customer excellence, team mentorship and strategic mindset to tackle local market challenges is what sets these outstanding leaders apart.

Top Tips for Outstanding Lead Generation, Outstanding Presentation and Outstanding Fee

Jon

Jon’s proven success with the Fine & Country brand speaks for itself and at this year’s Conference he didn’t disappoint. Talking on topics including social media strategy, the power of mindset and AI, his presentation was both inspiring and value-packed.

Outstanding Achievement of The Fine & Country Foundation

As lunch was served, the network were humbled with a presentation on the achievements of The Foundation during 2022 and a look at how you can each make a small contribution towards helping an incredibly worthy cause and helping The Foundation reach its target of £1m total raised, in 2024.

We also ran an online auction throughout the day with holidays available to win, as well as items available to purchase for charities we’ve supported over the years. We raised a phenomenal £8,878 in total, so thank you again to everyone who contributed.

Pledge £150 a month

Pledge £200 a month

Pledge £250 a month

Alice Watson-Smith, Ben Madden, Bruce Hawker and Nicholas Leigh-Wood

Bel Burnell Molyneux, Fine & Country Marketing Manager, UK

Handford, Fine & Country Non-Executive Director

OUTSTANDING

The day before the Fine & Country Annual Conference, 50 influential members from our international network came together, representing nine different countries from around the globe. This interactive day was designed to foster networking, encourage the exchange of best practices, and provide insights into the latest Fine & Country sales and marketing tools.

NEW INTERNATIONAL MARKETING TOOLS AND STRATEGIES

The International Day was hosted by Nicky Stevenson and Emilie Despois, who presented the latest updates from the Head Office. The newly introduced marketing tools included the buyer-led international campaigns tailored to each Fine & Country market. Additionally, we were thrilled to introduce new marketing materials, such as the international versions of the Client Marketing Plan, a new Buyer’s Guide, and an updated Strategy for Success booklet.

During the event, our international network were introduced to the National Advisory Council concept. The day provided a unique opportunity to learn directly from members of the UK NAC, who were on hand to share their successful strategies and offered expert advice. The importance of the existing Member Standards has also been discussed, which enables a consistent and robust brand presence globally.

With over 300 locations worldwide, the Fine & Country network offers some excellent opportunities for collaboration and earning additional revenue.

Use these campaigns to promote the international reach of Fine & Country and generate international buyer referrals. Some countries charge as high as a 7% fee.

THE IMPORTANCE OF SOCIAL MEDIA PRESENCE AND

PUBLIC RELATIONS

In the afternoon, Fine & Country expert speakers delved into the realm of social media and public relations. Sophie Davies, Head of Social Media and Content, along with Holly Hibbett, Social Media and PR Executive, provided tips on how to achieve greater social media presence and engage with the right audiences through the best channels. Head of PR, Wesley Barnard, underscored the importance of having a well-defined PR strategy and outlined the most effective approaches for pitching impactful stories to the press.

Last but not least, delegates had the chance to celebrate the benefits of collaborative work and discover how to leverage referral opportunities more effectively.

BUYER’S GUIDE BESPOKE

International OPPORTUNITIES

Did you know?

Did you know that international licensees will pay you a referral fee for successful buyer referrals? With over 300 locations worldwide, the Fine & Country network offers some excellent opportunities for collaboration and earning additional revenue. We have highlighted different countries from the network with a dedicated campaign aiming to target international buyers. Promote the global reach of the brand by sharing the buyer-led campaigns both in print and digitally. Discover the dedicated country fact sheets within the Members’ Hub to learn about the local property market, your partners and referral opportunities.

AVERAGE FEES AROUND THE NETWORK

INTERNATIONAL

Meet the Fine & Country international network, meet a community of like-minded agents, forge valuable relationships and discover lucrative referral opportunities. Scan the QR codes to explore the dedicated country fact sheets and to learn about the markets and teams.

AUSTRALIA

Amy Gohil Director, Fine & Country Perth amy.gohil@fineandcountry.com

Vivek Gohil Director, Fine & Country Perth vivek.gohil@fineandcountry.com

CYPRUS

Giorgos Tsoukkas Managing Director, Fine & Country Cyprus giorgos@fineandcountry.com

FRENCH RIVIERA

Alice Watson-Smith Managing Director, Fine & Country French Riviera alice.ws@fineandcountry.com

Chris Mc Ginnis Senior Partner, Fine & Country French Riviera chris.mcginnis@fineandcountry.com

GERMANY

Michael Heming CEO, Fine & Country Germany michael.heming@fineandcountry.com

Immanuel Lindenfeld Head of Growth, Fine & Country Germany immanuel.lindenfeld@fineandcountry.com

HUNGARY

Nicholas Leigh- Wood CEO, Fine & Country Hungary nicholas.leighwood@fineandcountry.com

JERSEY

Margaret Thompson CEO, Fine & Country Jersey margaret.thompson@fineandcountry.com

MAURITIUS

Guillaume Buffard Branch Manager, Fine & Country Mauritius managermauritius@fineandcountry.com

Agnes Heming Vice President, Fine & Country Germany agnes.heming@fineandcountry.com

Vicky Gurd Director, Fine & Country Jersey vicky.gurd@fineandcountry.com

NAMIBIA

DIRECTORY

Daniella Pyper Admin, Fine & Country Namibia daniella.p@fineandcountry.com

PORTUGAL

The Algarve

PORTUGAL

Lisbon, Porto, Comporta, Cascais

Bruce Hawker Director, Fine & Country Algarve b.hawker@fineandcountry.com

Jorge Pereira General Manager, Fine & Country Algarve jorge.p@fineandcountry.com

Zoie Hawker Managing Partner, Fine & Country Algarve z.hawker@fineandcountry.com

Charles Roberts Managing Partner, Fine & Country Lisbon charles.roberts@fineandcountry.com

Afonso Sousa Business & Sales Manager, Fine & Country Lisbon Afonso.sousa@fineandcountry.com

SOUTH AFRICA

John Herbst CEO, Fine & Country South Africa john.herbst@fineandcountry.com

SPAIN

Jacqueline Hara Marketing Manager, Fine & Country Spain jacqueline.hara@fineandcountry.com

Cristian Hara Business Development Manager, Fine & Country Spain cristian.hara@fineandcountry.com

ZIMBABWE

Karen Nyenga CEO, Fine & Country Zimbabwe karen.n@fineandcountry.com

Chris Hara CEO, Fine & Country Spain chris.hara@fineandcountry.com

WINNERS

2022

The annual Fine & Country Awards didn’t disappoint, as we recognised offices and individuals who excelled in 2022 and demonstrated the epitome of what belonging to Fine & Country means. Whether that be as a standout performer within their region, or for delivering an exceptional service in a specific area, the day came to an end on a high of celebration.

FINE & COUNTRY PROPERTY AWARDS

North West Award

WINNER: Fine & Country North Cumbria

North East Award WINNER: Fine & Country Northumberland

South East Award WINNER: Fine & Country Marlborough and Devizes

London Award WINNER: Chiswick

East Anglia Award WINNER: Fine & Country St Neots

South West Award WINNER: Fine & Country New Forest

Wales Award WINNER: Fine & Country Newport Midlands Award WINNER: Fine & Country Droitwich Spa

WINNERS

FINE & COUNTRY PROPERTY AWARDS

REGIONAL WINNERS

NORTH WEST

Fine & Country North Cumbria

NORTH EAST

Fine & Country Northumberland

WALES

Fine & Country Newport

MIDLANDS

Fine & Country Droitwich Spa

EAST ANGLIA

Fine & Country St Neots

SOUTH WEST

Fine & Country New Forest

SOUTH EAST

Fine & Country Marlborough and Devizes

LONDON

Fine & Country Chiswick

AFRICA

Fine & Country Helderberg

SPAIN

Fine & Country Costa Blanca North

EUROPE

Fine & Country French Riviera

ASIA PACIFIC

Fine & Country Perth

OVERALL WINNERS

BEST UK OPERATOR

Fine & Country Chiswick

BEST INTERNATIONAL OPERATOR

Fine & Country French Riviera

OUTSTANDING CONTRIBUTION AWARD

Ben Madden, Fine & Country Chiswick

Spain Award

WINNER: Fine & Country Costa Blanca North

Europe Award

WINNER: Fine & Country French Riviera

Asia Pacific Award

WINNER: Fine & Country Perth

Africa Award

WINNER: Fine & Country Helderberg

WINNERS

2022

FINE & COUNTRY PROPERTY AWARDS

Public Relations Award

WINNER: Fine & Country North Cumbria

Social Media Award

WINNER: Fine & Country Leamington Spa

Foundation Award

WINNER: Fine & Country Rugby

WINNER: Sarah Tuer, Fine & Country Northumberland

Property Presentation Award

WINNER: Fine & Country French Riviera

The Napoleon Wilcox Individual Achievement Award

WINNER: Sue Gipson, Fine & Country St Neots

Park Lane Associate Award

WINNERS

2022

FINE & COUNTRY PROPERTY AWARDS

SPECIALIST CATEGORIES

MARKETING AND EXPOSURE AWARD

Fine & Country Algarve

PROPERTY PRESENTATION AWARD

Fine & Country French Riviera

CUSTOMER SERVICE AWARD

Fine & Country Fakenham

BEST REFERRING AGENT AWARD

Fine & Country Colchester

BEST NEWCOMER AWARD

Fine & Country Northumberland

PUBLIC RELATIONS AWARD

Fine & Country North Cumbria

SOCIAL MEDIA AWARD

Fine & Country Leamington Spa

FINE & COUNTRY FOUNDATION AWARD

Fine & Country Rugby

PARK LANE ASSOCIATE AWARD

Sarah Tuer, Fine & Country Northumberland

This year, we introduced a new award.

In memory of Napoleon Wilcox – a dear friend, one of the first licensees and the first Chair of the National Advisory Council (NAC).

Sue Gipson, Fine & Country St Neots

Marketing and Exposure Award

WINNER: Fine & Country Algarve

Customer Service Award

WINNER: Fine & Country Fakenham

Best Referring Agent Award

WINNER: Fine & Country Colchester

Best Newcomer Award

WINNER: Fine & Country Northumberland

CONTACT PLAN

NETWORK,EVENTS AND TRAINING

Our 2023 contact plan gives you the opportunity to share ideas and learn from experts in their field, whether in-person or online. We want to make sure that you are well versed in everything Fine & Country so that you are not missing any opportunity to maximise the use of the brand.

Here is an overview of what has already taken place this year, a virtual session you can watch back, as well as what’s still to come and where you can book.

Google Analytics and Microsite Performance

Manoj Boopathi, Starberry Digital Senior Marketing Manager and Emilie Despois, Fine & Country CMO

Compliance Update

Paul Offley, Compliance Officer

Becoming a Local Figure in Your Area

Ed Taylor, Managing Director of Fine & Country Marlborough and Devizes

Top Tips for Creating Video Content

Sophie Davies, Head of Social Media and Content

Successful Refined Hand Delivery

Lee Armstrong, Managing Director of Fine & Country Derbyshire

Generating an Upfront Marketing Contribution

Jonathan Handford, Fine & Country Non-Executive Director

Building a Successful Lead Generation Strategy

Ben Madden, Director of Fine & Country Chiswick

Sell Fast and Earn Additional Revenue with Fine & Country Property Staging

Elaine Penhaul, Fine & Country Property Staging

Scan the QR code to watch back

VIRTUAL TRAINING SERIES

Twice a month, Sophie Davies, Head of Social Media and Content, or Nicky Stevenson, Fine & Country Managing Director, are joined by leading agents across the network and experts in their field, to share strategies and best practice to ensure you’re operating as an outstanding agency.

Scan the QR code to watch back or register

Winning Meaningful Price Reductions and Overcoming the Fear to Ask

Gaven Swan, Fine & Country Business Development Manager

Blog Content and SEO

Ben Sellers, CEO, Starberry

Tracking Traffic to Your Microsite

Manoj Boopathi, Starberry Digital Senior Marketing Manager and Emilie Despois, Fine & Country CMO

DATE: 3rd August

How to Achieve a 2.5% Fee and an Upfront Contribution

Rob Munroe, Partner, Fine & Country Rock and Padstow

DATE: 14th August

Social Media: What’s new in 2023; Tips, Best Practice and How to Beat the Algorithm

Sophie Davies, Head of Social Media and Content

DATE: 19th Sept

Overcoming Fee and Common Objections

Gaven Swan, Senior Business Development Manager

DATE: 25th July

Becoming an Award-Winning Agent

Sarah Tuer, Director, Fine & Country Newcastle and Northumberland

DATE: 26th Sept

Maximising the Use of the Brand

Emilie Despois, Fine & Country CMO

Nicky Stevenson Managing Director

Sophie Davies Head of Social Media and Content

EVENTS NETWORK

AND TRAINING

REGIONAL MEETINGS 2023

The Regional Meetings will be held this year in November, where Nicky Stevenson will tour the country, hosting business owners in each region and presenting the latest brand news and initiatives.

DATE: 7/11/2023

Wales

The Angel, Abergavenny

DATE: 8/11/2023

The South West

Mercure Exeter Southgate

DATE: 14/11/2023

The South East

Hotel du Vin, Tunbridge Wells

DATE: 15/11/2023

London

41 Portland Place, London

DATE: 21/11/2023

East Anglia

The Graduate, Cambridge

DATE: 22/11/2023

The North East

Cedar Court Hotel, Harrogate

PARK LANE ACADEMY DAYS

8TH AUGUST | 12TH SEPTEMBER

DATE: 28/11/2023

The North West

The Wrightington Hotel

DATE: 29/11/2023

The Midlands

Woodland Grange, Leamington Spa

A landmark in the Fine & Country events calendar, these days are essential training for new members of staff as well as those who need a refresher on everything Fine & Country. Hosted on the second Tuesday of every month* at 121 Park Lane, it is also a brilliant opportunity to visit Fine & Country’s international Head Office.

*Dates subject to change

Register for an upcoming Academy Day

REGIONAL ACADEMY DAYS

This year, we started taking Academy Days on tour, with the Account Management team bringing this vital training to each region. This was a great success and provided further opportunities for collaborative working and learning with your neighbouring licensees.

Dates for 2024 will be shared later in the year.

MASTERCLASS SERIES

These interactive, in-person training sessions are a brilliant resource to learn from experts in their field and compare experiences and successes with other members of the Fine & Country network. Each session takes place twice, in London and Manchester.

SOCIAL MEDIA AND VIDEO CREATION WORKSHOP

In

MAXIMISING REVENUE AND REFERRALS

SEPTEMBER 28TH AND 29TH

We’re joined by Jonathan Handford and Vanessa Bradford for this instalment, to explore all the avenues for maximising revenue opportunities. With thanks to the enhancements in technology and automation, as well as being part of a global network of agents, it’s more straightforward than ever to increase your fee, generate upfront contributions and additional revenue.

for London

Book for Manchester

June, Sophie Davies hosted this session to help agents maximise their personal brand as well as Fine & Country’s brand recognition through video content. It covered a live demonstration on editing TikToks, a TikTok creation workshop, as well as a social media ‘pub quiz’.

KEY INDICATORS

Our omni-channel approach to marketing delivered some great results in Q1

Q1 2002: 1.1% Q1 2023: 2.4%

SATISFACTION

Q1 2002: 1.5% Q1 2023: 2.0%

39.28% INCREASE

INCREASE

118.18%

33.3% INCREASE

In Q1, F&C customers were the most satisfied out of our main three competitors, with their scores ranging from 1.1 to 1.9.

SOME UPDATES ON OUR KEY ACTIVITIES

Digital advertising in the Hearst portfolio of websites

17.7% INCREASE IN BRAND AWARENESS OVER THE CHRISTMAS PERIOD

Following reports of an increase in customers’ digital activity over the Christmas period, the NAC agreed to increase Fine & Country’s digital advertising spend on social media, pay per click and banner advertising in the Hearst Portfolio of websites, which includes Country Living, Elle Decoration, Good Housekeeping, Harper’s Bazaar and Cosmopolitan amongst many others.

This resulted in a fantastic 17.7% increase in brand awareness. Traffic to site also increased by 14.53% month on month, when it usually drops by 20% at this time of year.

We are continuing to advertise with Hearst throughout the year, which is a fantastic brand alignment for Fine & Country with our adverts appearing alongside other

luxury brands such as Chanel or Fendi. Our banner adverts also appeared in The Telegraph (March/April) and will appear in The Times (May/June) websites.

MAINTAINING THE QUALITY OF LISTINGS

REFINED AND THE FINE & COUNTRY WEBSITE

Maintaining the quality of the listings we advertise in Refined and on our website is key to attracting homeowners of prime properties and cements our place in the upper quartile of the market.

Raising the standards

To maintain the quality of properties we advertise, Head Office will check all new properties added to the website and to Refined. If the property is not aligned with Fine & Country’s guidelines, a member of the team will get in touch with you to remove the property if it is on the website, or remove or reduce it to a quarter of a page if it is in Refined. Please note that if your property is part of a Bespoke Pack, we will include your property in Refined but we reserve the right to reduce the layout to one image, or move the property to a quarter of a page.

Quality listings breed quality listings. Let’s help each other instruct the best properties and lead the prime property market.

BROADCAST ADVERTISING

RADIO

Following the success of our radio adverts in 2022 – which saw an increase in Fine & Country’s brand awareness – we continued with radio advertising for our 2023 National Advertising strategy. Building on our success, we hired the services of well-known actor Rupert Everett, who lends his voice to our advert.

The advert is broadcast in two bursts of four weeks each, across three radio stations. We expect the advert to be heard

by 4.76 million individuals for an average of 4.8 times each (radio adverts need to be heard more than 3.4 times to be remembered). The advert was played on Absolute 80s, Classic FM UK and LBC UK in March and April and will run again in September and October.

GOOGLE BUSINESS PROFILE

In order to increase your chances to be found on Google searches, we registered all locations on Google Business Profile (GBP). We are optimising your account on a monthly basis; however, if you would like to optimise your GBP further to bring you to the top of Google searches, we need the names of your five main competitors in your local area. Simply email Sophie Davies with the names and we will do the rest

sophie.davies@fineandcountry.com

GBP ranking update

Position February 2022 March 2023

Top 3 pack 16 66 Page 1 16 19

Positions 4 and more 34 47

New Locations: 66 Increase in top 3 pack: +50 Locations

PODCAST

We had a similar success with podcast advertising; however, we optimised this year’s strategy by solely advertising through host and presenter-read adverts, which deliver better results than audio ads. Adverts ran in Sensemaker, The New Statesman Podcast and Reasons to be Cheerful in the second half of April, in Stories of Our Times in May and will run in Postcards from Midlife in June.

WEBSITE

UPDATED PROPERTY SEARCH

Whilst the Google API which powered our property search is widely used for location searches, it was not suited to your customers’ needs. Therefore, the tech team spent months developing an alternative textbased and elastic search, which we launched on 30th March.

How does the upgraded search work for visitors?

Visitors type the first letters of the location they would like to search in, in the search bar. As they type, suggestions starting with

the same letters appear. The more the visitors type, the narrower the selection of locations becomes.

Visitors are also able to see the number of properties listed in each location.

If the location is not listed, visitors will still be able to carry out a ‘free text’ search by simply typing the location and clicking on ‘buy’ or ‘rent’.

How does the search recognise the locations?

UK:

• You only need to make sure the postcode is accurate in your CRM.

• The suggestions are sourced from the full set of Royal Mail data, so every location in the UK is suggested and is spelt and grouped correctly.

• When you search for Leamington Spa in the UK for example, we know what the postcode sectors are for the area based on the Royal Mail data. Behind the scenes, a postcode sector search is carried out. Properties will be included from Leamington Spa, even if you didn’t write ‘Leamington Spa’ in an address field within your CRM as the search is based on the postcode.

SOUTH AFRICA:

• The suggestions are sourced from Property24.

• You should continue to use Property24 locations in your CRM for the search to work as intended.

ALL OTHER COUNTRIES:

• The search is based on CRM address fields.

• You need to be careful, making sure place names are spelt correctly and that you split the address across the address fields properly. Otherwise, the system will generate duplicate suggestions or mistakes in the dropdown.

• We use the data entered in Address 3, Address 4, City, Country and Postal Code where appropriate.

FINE & COUNTRY WEBSITE

MICROSITE STRUCTURE

We have implemented two major upgrades to your microsite.

Microsite menu

Your microsite menu is now more prominent, with the national menu taking a step back when visitors are on your microsite. This will allow visitors to remain within your microsite and navigate through your pages more easily.

Property pages

Your property pages are now listed under your microsite (rather than the national site), which means that visitors will not only remain on your microsite when browsing through your properties, you will also be able to track property page performances and your digital marketing activities on GA4.

Please email fineandcountry@starberry.tv if you do not have access to GA4.

NEW TV & VIDEOS PAGE

We have launched a new page on the Fine & Country website, dedicated to video content, to help enhance our video marketing strategy.

Why have we done this:

• The page showcases the exquisite property presentation and marketing which Fine & Country offers.

• Directing users to a landing page on the website, as opposed to YouTube, nurtures the customer journey, keeping them within the Fine & Country website where they can browse properties, find their local agent, request a valuation and much more.

• We can now track traffic via the Fine & Country website, whilst simultaneously generating views on the YouTube channel.

AUTOMATED GENERATE ADDITIONAL REVENUE WITH THE REFERRAL SYSTEM

The Automated Referral System has been live for a couple of months now and we have already seen lots of activity. If you’re not already signed up, scan the QR code below to find all the information and documentation you need.

By signing up to the automation, the Referral System identifies out-of-area applicants in your CRM and suggests you refer them to a fellow Fine & Country agent. No referrals will be missed and you have maximum opportunity to increase your revenue.

THE BENEFITS

MORE LEADS

Receive more referrals as a result of more visible opportunities amongst our network.

MORE REVENUE

Generate more revenue by automatically being notified of the many referral opportunities sat in your database. Each successful referral can generate £2,500 on the sale of a £1m listing, £5,000 on a £2m listing.

INCREASED MARKET SHARE

More referrals across the network gives us all more opportunities for new instructions, increasing our market share as a brand across the network. We have seen significant growth over the last 12 months with 36% growth nationally above £1m, placing Fine & Country in the top spot for growth. Let’s continue this momentum by utilising the Automated Referral System and continuing our success in 2023.

Sign up to automate your referrals

KEY FEATURES

GDPR COMPLIANT

If you are the referring agent, you must be able to demonstrate that you obtained consent to refer the seller to another office and record the date the consumer gave consent, how consent was obtained and what they consented to. We will ask referring agents to confirm they received consent before they can send the referral.

AUTOMATED STATUS UPDATES

Know the status of your referral at any time.

THE COMMERCIALS

We are now onboarding Locations who are using Alto, Jupix and Reapit Foundation, so make sure you are signed up to avoid missing a referral again.

FREQUENTLY ASKED QUESTIONS

Q. Do both agents need to be signed up to the automation to make a referral?

A. No, they don’t. However, whilst the status of a referral will be automatically updated for an agent signed up to the automation, the agent who is not signed up will have to update the system manually.

Q. Can I use the referrals system without signing up to the automated system?

A. Yes you can, but you will have to input the data manually and you will not benefit from the system suggesting potential missed opportunities to you.

Q. Can I manually change the default commission rate if I have a local agreement?

DON’T WAIT FOR PAYMENT

Invoicing done straight after completion.

SAVE TIME

Less manual input, the system does the hard work for you.

A. You cannot change the commission rate yourself, but you can request to have it changed, upon presentation of written proof of a local agreement. The request can be made in the system once the referral has been approved.

Q. What happens if my CRM is not on the list?

A. We will look at the API available with your CRM and assess whether we can integrate with them. If we can, we will assess the work required and come back to you with a timeline.

Q. What information will I receive to allow me to accept or reject the referral?

A. You will receive the vendor’s full name, property town, county, full postcode and number of bedrooms, along with referring agent’s details.

AUTOMATED

PROSPECTING ENHANCEMENTS

• APS will now update with new data as frequently as every four hours. This means you can now send marketing to on-market properties on a daily basis, and the data will never be more than four hours old.

• A new daily data source (not weekly), meaning data will be presented to you via the Members’ Hub every day.

• The ability to set up your own print schedule.

• Faster access to your trigger data.

• Improved print pricing.

• Faster marketing sent to homeowners.

• Visibility of postcode coverage in the Members’ Hub.

NEW DATA SOURCE

By reviewing the source of our data, we have been able to vastly improve the speed at which we can present the trigger data.

The new data source also means:

• You can change the frequency the same property is marketed to (the default is seven days).

• And the data set for APS will no longer include the ‘propensity to move’ trigger.

SETTING YOUR OWN PRINT SCHEDULE

• You will be able to set the frequency that you want to send APS marketing materials to print in the Members’ Hub on an office by office basis. Note, daily print will remain the default; you will need to log into the Hub and change your print schedule if you do not want to print daily.

• The data will continue to update daily, but your marketing will only be sent to print on the day(s) specified by you (allowing you to review data either whenever is convenient or on the day you have print scheduled).

IMPROVED PRICING

• We will take the most recent trigger on a property prior to your scheduled print day.

• You can exclude a property prior to the next scheduled print day, but it could reappear in the period prior to printing; blacklisting is the only way to permanently remove a property.

• The Members’ Hub will show when a trigger occurred, giving you transparency of when a trigger occurred for each property and when marketing is/will be sent to print.

We have not passed on Royal Mail’s increased postage costs, and we have also reduced your APS print costs:

• Direct mail card 51p

• Direct mail card (+ envelope) 51p

• You can amend print scheduling up until the daily 6pm cut-off. After this time, any print schedule changes will take effect on the following working day.

• Print schedule changes will be ‘disabled’ between 18:00 (6pm) and 00:00 (midnight) every day while the print process runs.

• The process (new data and print) will not run on a Saturday, Sunday or Bank Holidays and any data from these days will be rolled into the next ‘working day’.

• A4 1-page letter 46p

• A4 2-page letter 51p

With a first-class stamp now costing £1.10, APS remains a cost-effective and efficient way to target your customers at key moving milestones.

QR CODES

CUSTOM CODES AND CODES FOR BOARDS

QR codes are an essential element to your marketing, seamlessly connecting print and digital, helping enhance a campaign or generate more leads. We have enhanced our QR code offering, with new features now available via the Members’ Hub.

GPS QR CODES FOR BOARDS

Our new GPS QR code will take the coordinates at the scanner’s location, and direct them to the property listing on the Fine & Country website.

The same QR code can be used for every board and, thanks to the GPS element, take the user to the details of the correct property. This QR code can be downloaded via the Members’ Hub, for you to then share with your board provider.

CUSTOM QR CODE GENERATOR

Our new custom generator allows you to create and download QR codes outside of the Digital Hub, which can be used anywhere. Once created, a QR code can be saved for future use to save you having to recreate them. Codes can be generated for:

• URLs/website links – To book a valuation or a property video tour

• Phone numbers – When scanned, the number will be entered into the user’s phone

• Email addresses – Perfect for adding to your business card

• Maps/locations – For directions to an open house event, for example

• Text messages – When scanned, a text is created on the scanner’s phone

Search QR Codes in the Members’ Hub to start creating your custom codes and access the board code

MAKE THE MOST OF QR CODES

With this advance in the production of QR codes, here is a reminder of some other materials where these custom codes can be utilised to enhance your marketing and the user experience.

Refined listings

You may not be aware, but you are able to include a QR code within your property listings within Refined. To do this, simply supply the QR code along with your submission form and imagery to refined@fineandcountry.com. Please note, QR codes must be to the listing on the Fine & Country website and will be removed if not.

Business cards

Add a QR code to your business card so clients can instantly contact you or navigate to your Profile on the Fine & Country website.

Personalised notepad

Leave a personal, yet professional impression with your current and prospective clients with the A4 personalised notepad. The notepad features your headshot, your contact details and a QR code.

Did you know?

Agents charging a 1.7% average fee spend twice as much in print as agents charging 1.5% or less Taking an omni-channel approach to your marketing will ensure your audience remembers you when the time comes to sell. Complement your online presence by regularly sending them something in the post. Your print campaign doesn’t have to break the bank and could give you fantastic return on investment. Agents charging a 1.7% fee spend on average only £486 per month in print.

Here is a reminder of some of the tools and campaigns available to you:

AUTOMATED DIRECT MAIL

Tell homeowners when you successfully sell or when you instruct a property in their area. Not only are neighbours nosey, but they will also want to copy what others with similar properties do.

With Automated Direct Mail, ‘Recently Sold’ and ‘New to Market’ cards will be automatically sent to the 50 properties on either side of the property you have instructed or sold.

AUTO-PROSPECTING (APS)

Now with an improved, daily data source, you can send marketing to on-market properties on a daily basis. Find out more about the upgrades to APS on page 24.

DIRECT MAIL AND CANVASSING CARD CAMPAIGNS

NEW: Regional Premium Market Reports

You can now send your Regional Market Report in direct mail form. The card features a QR code to read the report in full as well as one to book a valuation. These are updated quarterly in line with the reports.

National Premium Market Report

Like the Regional Report cards, this has a QR code to the full report as well as book a valuation. This is updated monthly along with the National Reports.

Fine & Country USPs

This six-card series showcases the USPs which you can offer your clients as a Fine & Country agent, including social media, national press and our global reach.

SouthAfrica

International Buyer-led Campaigns

Promote the international presence of Fine & Country and generate buyer referral income. Some countries charge up to 6%.

The Global and Seasonal Campaigns

These campaigns include a softer, more emotive message, perfect to intersperse with activation-led cards to maintain your balance of brand awareness and response marketing.

The Power of Digital

Showcase the reach of Fine & Country’s social media channels, website and PR achievements and how this could be of benefit to your customers.

Window to the World

Promote the vast exposure that Fine & Country can offer via our international portal feed.

LETTERHEAD, COMPLIMENT SLIPS AND PERSONALISED NOTEPADS

A bespoke letter on a high-quality letterhead or a handwritten message on a compliment slip can make all the difference. Make sure you have some in stock in your office for when you need them. Find these on the ‘Branding Tools’ page on the Members’ Hub.

THE BEST OF FINE & COUNTRY

PROPERTY VIDEO

OF THE MONTH

In April, we announced a new initiative to celebrate outstanding property videos across the network. Video has become a vital component in Fine & Country’s global marketing strategy, and we want to celebrate some of the fantastic videos being created by the network. Each month, we will select a video as our ‘Property Video of the Month’ to recognise one piece of outstanding content.

This will also prove as a valuable reference point to help other agents in the network improve their video creation and raise the standard across the brand.

THE WINNERS SO FAR

MARCH: Fine & Country Algarve

Watch the video

THE PRIZE

Each Property Video of the Month will be:

• Featured in the Buyers’ Database newsletter

• Advertised on Facebook and Instagram for the month

• Considered for the Luxury Home Tour Series on the Fine & Country YouTube channel

• Recognised on the Fine & Country Facebook page

APRIL: Fine & Country Leicester

Watch the video

MAY: Fine & Country French Riviera

Watch the video

• Shared and pinned to the F&C Backroom, so other agents can share with their audience

Submitted videos will also be taken into consideration for the Property Presentation Award at the annual Fine & Country Property Awards.

SUBMIT A VIDEO

To be considered for Property Video of the Month, please send the MP4 file of the video and the link to the property listing on the Fine & Country website to mediacentre@fineandcountry.com

ACCELERATED EXPOSURE

YOUTUBE UPDATE

1st January – 31st May

Our YouTube project has developed hugely in 2023 so far. We now have both Holly Hibbett and Freya Melling presenting property tours for our Luxury Home Tour Series, which is growing in popularity, and have explored brand partnership opportunities with high-end car brands Bentley, Aston Martin and McLaren to further enhance our exposure in the luxury market.

In 2023, our YouTube channel has achieved the following:

4.85m

461,501 IMPRESSIONS +155% YoY

19,672

16,862 HOURS OF PROPERTY TOURS WATCHED

We have also seen our YouTube Shorts increase in popularity: Our community is becoming more engaged, too:

53,800

VIEWS +65% YoY

33,059 APPEARANCES IN THE SHORTS FEED

OUR MOST POPULAR PROPERTY TOURS IN 2023:

• Inside a Millionaire Mansion on the Wentworth Estate: 226,244 impressions

• Inside a Modern Barn Conversion in Norfolk: 110,806 impressions

• Inside a Luxury London Penthouse with Cinema, Pool & Gym Facilities: 107,269 impressions

• Inside a £2,250,000 Designer Home: 104,895 impressions

174,828 LIKES

1,901

and strategy

Our social media presence and reach continues to grow each year; these statistics show the sheer scale at which we interact with people online. These statistics have been strategically chosen with a focus on attracting sellers rather than buyers.

30,300 FOLLOWERS INSTAGRAM

69% (Y o Y)

15,395 FOLLOWERS

LINKEDIN

48% (Y o Y)

• Use the white abbreviated Fine & Country logo in the top-right corner of your videos.

• We heavily promote well-produced, presenter-led videos, so ensure the presenter is confident, natural smiling, and dressed professionally, i.e. smart casual.

• Script your videos where necessary to ensure you get all of the most important and interesting information across.

• Aim for your property tours to be over four minutes where possible.

32,279 PAGE LIKES

15% (Y o Y)

17,097 SUBSCRIBERS

YOUTUBE

419% (Y o Y)

488,398 VIEWS

YOUTUBE

VIDEO TIPS

• Start outside the property where possible and then follow with the most appealing room first.

• Start your video by welcoming the viewer and be sure to mention Fine & Country within the first 15 seconds.

• Area guides work really well, so try and include some information and footage of the local area where possible.

• End your video with a call to action, and don’t forget to include your contact details and the property details.

• Choose appropriate, royalty-free music.

• Make the most of your content with short-form videos including Facebook and Instagram Reels, TikToks and YouTube Shorts.

View the full Social Media Toolkit in the Members’ Hub

MEDIA COVERAGE

MoneyWeek – 13th January 2023

COMPLIANCE CLUB

With Paul Offley

UPCOMING COMPLIANCE CHANGES

We could be in for a few changes over the next few months, specifically looking at disclosure of material information, Part B and C and then for those of you in England who offer lettings, we have the impending implementation of the Renters (Reform) Bill.

I’m still seeing a few cases where agents are receiving penalties for failing to comply with some regulatory requirements; here are the top 3, which you should be aware of and checking:

AML supervision: It is very easy to miss a notification into your Government Gateway account regarding your AML renewal notice. So please keep an eye on this every so often to be sure you do not overlook any correspondence from HMRC or your supervision status renewal.

The Property Ombudsman has a couple of ‘hot topics’, firstly your Complaints Policy: Please check your F&C microsite to make sure your own complaints policy is available and remember that where you include the ‘TPO’ logo, the accompanying TSI logo has to appear and this must be positioned to the right of the TPO logo (this is to comply with TSI brand requirements) – so if it looks like the example to the right then you’ve got it spot on! However, if you don’t display this at all, have it to the left, on top or below – then you will ‘fail’ at TPO compliance review.

If you offer lettings, please make sure the following are on display: A copy of your CMP certificate – and check it! There are many who overlook replacing the new certificate once the old one expires. If trading standards check remotely and see that you are displaying an out-of-date CMP certificate, they have the authority to impose an immediate financial penalty. In addition, you must include your landlord and tenant fee information in accordance

with the Tenant Fees Act 2019 (England) and you need to ensure both of these include statements on your redress and CMP provider (even if the information is mentioned elsewhere on your website).

ARE YOU STAYING ON TOP OF THE DISCLOSURE OF MATERIAL INFORMATION PART A?

The information which you need to ensure is always supplied on your property portal and Fine & Country website listings is:

Information on tenure – Where a tenure is leasehold then you will need to provide information on ground rent and any review period, service charge and any review period and length of lease.

1 2

3

Where shared ownership applies the field would be details of the share being sold and any additional liabilities or obligations on the new owner.

Council tax band in England, Wales and Scotland and rent payable in Northern Ireland.

Remember, support for all UK-based licensees is offered as part of your licence fee and available to you when required. Listed below are some of the services available:

• Regular compliance briefing issued each Thursday covering some popular topics from the previous week

• ‘Ask Paul’ facility where any member of the team can ask any compliance-related question

• Review of your F&C microsite to check that all the required information is provided

• Review of your terms of business

• Review/produce AML business risk statement

• Review/produce AML Policy

• AML training for your teams and those classed as ‘responsible people’

Anything at all that I can help you with then you know how to get in touch.

Paul Offley Group Compliance Officer paul.offley@nurtur.group

Contact paul.offley@nurtur.group with any of your compliance queries

Price or rent – Where it’s a rental property you should state the monthly rent and the deposit; for a property being sold it is a single amount.

The timescale is that property portals should have had the fields created and information displayed by the end of May. The Fine & Country tech team also added fields to the CMS and to the front end of the website for you all to display the required information.

• DPA training

• CPR training

• Complaint-handling training

• Self-assessment checks across residential sales and lettings activities

• Support with compliant investigations and responses

• DPA breach reporting guidance

• Compliance mentoring service

• And where requested a full in-branch compliance health check which is charged at an additional cost

“

£45,488 AWARDED IN THE SPRING GRANT PROGRAMME

The Fine & Country Foundation has chosen 28 charities, with 27 of them based in the UK and one in South Africa, to receive a total of £45,488 in grants in its Spring Grant Programme.

The Grant Programme is designed to financially support non-profit organisations and charities that specifically focus on combating homelessness and poverty. The Foundation aims to provide some financial aid to these organisations, as they rely heavily on donations and have been significantly impacted by the increasing cost of living.

Thank you to everyone who gives regularly to make the Grant Programme possible.

Scan the QR code below to set up a monthly donation to The Foundation

THE BENJAMIN FOUNDATION

Nominated by Fine & Country Norwich £1,500

NUNEATON FOODBANK

Nominated by

THE FOUR STREETS PROJECT

Nominated by Fine & Country Chichester £2,000

RAYS OF HOPE

£1,500

SLEEP POD

Nominated by Fine & Country Uckfield £1,500

Nominated by Fine & Country The Parks £3,000

NEW BEGINNINGS READING

Nominated by Fine & Country Reading £1,200

HCT (HELPING CARING TEAM)

Fine & Country Newport £3,000

KINGSTON CHURCHES ACTION ON HOMELESSNESS

Nominated by Fine & Country Putney £1,500

AMICUS TRUST

Nominated by Fine & Country St Neots £1,000

JULIAN HOUSE

Nominated by Fine & Country Bath £1,000

CANAAN TRUST

Nominated by Fine & Country Head Office

£1,000

EMMAUS COVENTRY AND WARWICKSHIRE

Nominated by Fine & Country Coventry

£1,500

REAL DEAL PLUS

Nominated by Fine & Country Northumberland

£2,000

THE BASEMENT PROJECT

Nominated by Fine & Country Droitwich Spa

£1,000

THE AMBER FOUNDATION

Nominated by Fine & Country Dorking and Cranleigh

£2,000

HIGH PEAK HOMELESS HELP

Nominated by Fine & Country High Peak

£1,000

CAMBRIDGE WOMENS AID

Nominated by Fine & Country Head Office

£1,000

THE PORCH

Nominated by Fine & Country Midlands £2,500

BEACON HOUSE MINISTRIES

Nominated by Fine & Country Colchester £1,500

VINEYARD COMMUNITY CENTRE

Nominated by Fine & Country Richmond £2,000

THE MEETING ROOM

Nominated by Fine & Country Dorking and Cranleigh £1,500

LAUNCHPAD READING

Nominated by Fine & Country Midlands £2,500

EMMAUS BRIGHTON AND HOVE £1,500

THE CLOCK TOWER SANCTUARY

Nominated by Fine & Country Brighton and Hove £1,500

Nominated by Fine & Country Brighton and Hove

THE WINCHESTER BEACON £1,500

Nominated by Fine & Country Southampton

SCT £1,500

THE WINCHESTER BEACON

Nominated by Fine & Country East London

Nominated by Fine & Country South Scotland £1,000

THE 3 PILLARS FEEDING THE HOMELESS £2,000

Nominated by Fine & Country St. Neots