Fine & Country Marketing Guide

Who We Are At Fine & Country, we offer a refreshing approach to selling exclusive homes, combining individual flair and attention with the expertise of local estate agents to create a strong international network, with powerful marketing capabilities. We understand moving home is one of the most important decisions you make; your home is both a financial and emotional investment. Exclusive properties also require a tailored approach to marketing. Our bespoke service adopts a lifestyle approach to the promotion of your property, combined with an efficient sales process and excellent customer service.

This brochure guides you through some of the strategies and approaches we utilise in the promotion, marketing and sale of a property.

Fine & Country’s status as a world-class estate agency is irrefutable, with the brand claiming ‘Best International Real Estate Agency Marketing’ at the International Property Awards seven times in the past ten years.

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The Importance of Exposure The widespread exposure of prime residential properties is crucial. The more prestigious a property, the smaller the number of potential buyers. Buyers of exclusive properties are generally not constrained by such influences as specific location, proximity to public transportation or local amenities. In today’s market, the mobility of buyers is also greater than ever and they could come from, quite literally, anywhere – through local and regional marketing, national newspapers and magazines or, increasingly, internationally using interactive technologies.

With this in mind, we have created a marketing strategy to target a suitable geo-demographic profile of potential buyers around the world, supported by our international network of over 300 offices worldwide.

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

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19 Countries Worldwide

225 Offices in the UK

Exposure to London & International Markets Situated on Park Lane, Mayfair, London, arguably one of the most prestigious locations in Europe, Fine & Country Head Office reaches markets other agents cannot reach. The office not only serves the lucrative London market but also provides a vital hub for our international market, referring clients all over the world.

The office frontage spans over 40ft and displays a selection of Fine & Country properties from all over the globe. Our touch-screen technology displayed at the entrance of the office allows prospective buyers to browse through every Fine & Country property 24/7.

We invite you to visit our showroom and international property centre at: 119-121 Park Lane, Mayfair, London W1.

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

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The Global Referral Network There are many advantages to instructing an agent who is part of a large international, national and regional network. Fine & Country’s network of offices in over 300 locations worldwide makes finding the right buyer a faster and easier process, and can help you find your perfect property from a range of locations throughout the world.

The referral team is in regular contact with every Fine & Country office to ensure each stage of the buying and selling process, from submission to completion of the sale, is handled personally and professionally. This system allows buyers to find their dream property and sellers to find the right buyer wherever they are.

With Fine & Country offices in over 300 locations worldwide, you can access international market places with the trust and confidence of a global brand.

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The Areas We Cover From our two High Street Locations in Hoddesdon and Cheshunt, we personally cover the following areas of the Network: Broxbourne, Hoddesdon, Cheshunt, Waltham Cross, Nazeing, Roydon, Goffs Oak, Some Areas of Harlow, Waltham Abbey and Enfield These can be quantified by the following Postcode Sectors: EN1, EN2, EN3, EN7, EN8, EN9, EN10, EN11, CM19

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Publications Exclusive Home Worldwide, our international publication Published on a quarterly basis is distributed via the Fine & Country global network of offices.

Exclusive Home Worldwide offers a selection of the best Fine & Country properties for sale around the globe combined with international lifestyle articles.

Refined, our national publication is published 11 times a year and showcases the finest properties for sale with Fine & Country in the UK. Refined is distributed through all our offices in over 225 locations in the UK. Both Exclusive Home Worldwide and Refined are sent in electronic and interactive format to the thousands of Fine & Country customers registered on our central database as well as shared on our website and social media channels.

A page taken from a 2020 of Refined Magazine including one of our homes for sale in Broxbourne

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Newspaper Advertising & Press The dedicated Fine & Country Media Centre based in the Park Lane Head Office ensures that Fine & Country appears in as many national and international publications as possible, building and sustaining brand awareness.

The Fine & Country Media Centre team regularly secures editorial coverage throughout the printed and online press. We achieve brand and property exposure in a range of high-profile newspapers and magazines such as The Sunday Times, The Times, the Financial Times, The Saturday Telegraph, Country Life, The Metro and The Epoch Times to name but a few.

With the ever-increasing importance of new technologies in the way people read the news, the Media Centre has become increasingly active online, animating the Fine & Country Facebook, Twitter, Instagram, Pinterest, Google Plus and LinkedIn pages.

Whilst editorial coverage cannot be guaranteed, please contact your local Fine & Country agent if you think there is a story behind your property.

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 three times the value of equivalent advertising space.

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Telegraph, 27th March 2021 Broxbourne, Hertfordshire, EN10

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The Times, 28th February 2020 Hoddesdon, Hertfordshire, EN11

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The Times, 12th March 2021 Roydon, Essex, CM19

Tele g ra bour ph, 4th Ju n e, H ertfo ly 2020 rd sh ire, E N 10

Marketing Platforms We have invested in our own IT department which plays a vital role in our marketing strategy, ensuring all Fine & Country properties are presented professionally online.

The Fine & Country website www.fineandcountry.com provides customers the platform to search properties on an international, national and local level. Your local office has its own micro-site, which gives tailored information on the area, allowing buyers to learn more about the location of the property before booking a viewing. For visitors who would like more information about a property or about Fine & Country, a live chat service is available 24/7. This service enables us to help our customers, even outside of office hours.

Social networking (Facebook, Twitter, YouTube, LinkedIn, Pinterest and Instagram) Fine & Country is active on all major social networking channels including Facebook, Twitter, YouTube, LinkedIn, Pinterest and Instagram allowing visitors to comment, like and share properties and other industry-related topics. The Fine & Country website is fully integrated with social networking bookmarks and sharing facilities.

All of our marketed homes are advertised on our website, Rightmove, Zoopla. Prime Location and as window displays in both High Street Locations. Feel free to follow our offices on Facebook & Instagram: @shepherdsestates

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Property Presentation Fine & Country’s Bespoke Marketing Suite is an industry leading and award-winning package of marketing materials. Exclusive to Fine & Country, it is designed to highlight the most desirable features of your home, as well as presenting it professionally to the widest possible audience.

Enhanced marketing and widespread exposure are two key approaches in achieving the best possible price for your property. At Fine & Country, we understand the more prestigious a property is, the smaller the target market, and hence the need for a dynamic, refreshing and professional approach to property presentation.

At Fine & Country, we sell more than just your home, we sell clients a lifestyle. It is a case of presenting each property as of it were our own.

Professional Photography and colour floorplans are all included at any level of marketing package - this would include raised / elevated property pictures (where applicable).

Fine & Country donates money from each purchased marketing package to the Fine & Country Foundation, which was established 2014, as a charity with a primary focus of tackling homelessness in the UK & abroad. During the Spring Grant of 2021, the foundation donated over £60,000 to charities in the UK and in locations where Fine & Country operate across the globe.

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37 High Street, Hoddesdon, EN11 8TA 1 High Street, Cheshunt, EN8 0BY 01992 449 500 hoddesdon@fineandcountry.com

Fine & Country Broxbourne, Enfield & Lea Valley