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A STRATEGY FOR SUCCESSA STRATEGY FOR SUCCESS

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Fine & Country’s status as a world-class estate agency is now irrefutable. For an astounding five consecutive years, the brand has claimed ‘Best Real Estate Agency Marketing UK’ and went on to be awarded ‘Best International Real Estate Agency Marketing’ at the International Property Awards.

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At Fine & Country, we offer 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.

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 Fine & Country utilises in the promotion, marketing and sale of a property.

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Every Fine & Country agent is a highly proficient and professional property consultant, operating to a strict code of conduct. Each 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.

By instructing a Fine & Country agent, you benefit from their local knowledge, experience, expertise and contacts as well as courteous and well trained staff. They will assist, advise and inform you through each stage of the proper ty transaction.

Fine & Country expertise

With Fine & Country you will be treated with respect by a team of trained professionals.

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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.

The importance of exposure


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

countries worldwide

Fine & Country UK network of offices.

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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.

Exposure to London and international buyers

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

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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 based in Park Lane 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.

Global referral network


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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People buy as much into the lifestyle of a property and its location as they do the bricks and mortar. Exclusive properties require a bespoke and imaginative promotional approach. Recognising this, we have designed a unique and successful marketing strategy, enhancing the lifestyle of the property.

We do not just sell bricks and mortar, we sell a lifestyle our clients aspire to, offering clients information on location and access to amenities such as schooling, transport links, shops and restaurants. The lifestyle concept is achieved through professionally conducted sellers’ interviews that aim to highlight important lifestyle aspects of the home that factual descriptions fail to do justice to.

Additionally, we use the latest in video technology to bring properties and their surroundings to life, complemented by the lifestyle property search tool on the Fine & Country website which includes equestrian, golf, waterfront and new homes searches.

Lifestyle marketing

We don’t just sell homes, we sell a lifestyle our clients aspire to.

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Exclusive Home Worldwide

Published on a quarterly basis and 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

Refined is published every six weeks and showcases the finest properties for sale with Fine & Country in the UK. Refined is distributed through all Fine & Country 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.

Finer, our regional publication

Finer is a bespoke lifestyle magazine dedicated to your region. 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.

Finer is delivered through the doors of local prime properties and local businesses, with a readership of high-net-worth individuals likely to be interested in the purchase of your property.

Our range of publications


Fine & Country’s range of publications provides a selection of some of the finest properties for sale alongside lifestyle articles and are available from any Fine & Country office or electronically on the Fine & Country website.

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Coast MagazineFeature Title: Move to the Exmoor coast F&C Office: North DevonDate Out: 1st July 2014Size: 1/12 pageCirculation: 38,657Eq. Ad Value: £1,153

Daily Express Saturday MagazineFeature Title: The barn legacyF&C Office: GranthamDate Out: 7th March 2015Size: 1/2 pageCirculation: 448,256Eq. Ad Value: £15,680

Wall Street JournalFeature Title: Carve out the perfect country lifeF&C Office: MayfairDate Out: 16th January 2015Size: 1 pageCirculation: 65,496Eq. Ad Value: £34,895

The TimesFeature Title: Village peopleF&C Office: CambridgeDate Out: 23rd January 2015Size: 1 pageCirculation: 390,765Eq. Ad Value: £27,195

The Daily Telegraph Feature Title: Second homes: The harmonious way F&C Office: North DevonDate Out: 13th September 2014Size: 1/3 pageCirculation: 544,340Eq. Ad Value: £19,667

The Epoch Times Feature Title: Marbella’s market resurgenceF&C Office: MarbellaDate Out: 19th September 2014Size: 1/2 pageCirculation: 990,850Eq. Ad Value: £26,668

Country LifeFeature Title: All power to Portugal F&C Office: CascaisDate Out: 25th June 2014Size: 3/4 pageCirculation: 38,739Eq. Ad Value: £2,776

Country LivingFeature Title: Dozen dream homesF&C Office: Bishop’s StortfordDate Out: June 2014Size: 1/5 pageCirculation: 184,174Eq. Ad Value: £553

The Sunday TimesFeature Title: California dreamin’F&C Office: Market HarboroughDate Out: 11th January 2015 Size: 1 pageCirculation: 817,642Eq. Ad Value: £90,090

The Telegraph Luxury Feature Title: What can £4million get you? F&C Office: WindsorDate Out: 12th April 2014Size: 1/12 pageCirculation: 523,048Eq. Ad Value: £4,916

The Mail on SundayFeature Title: My home had a Virgin rebirthF&C Office: WitneyDate Out: 26th April 2015Size: 1 pageCirculation: 1,444,397Eq. Ad Value: £55,800

The Financial TimesFeature Title: Hot property: TowersF&C Office: CascaisDate Out: 21st March 2015Size: 1/3 pageCirculation: 210,511Eq. Ad Value: £31,300


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 secure 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 Wall Street Journal 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, 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.

The power of the Media Centre

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Having analysed the demographics of the average Fine & Country buyer and the readership of various publications, we have chosen the most comprehensive advertising strategy within the printed and online media landscape.

You can benefit from high profile advertising in a range of national media such as The Sunday Times, The Saturday Telegraph, The Times, the Financial Times, the Evening Standard and Horse & Hound as well as specialist publications and websites worldwide, including national newspaper tablet apps and websites.

National advertising


Our media buyers have targeted national printed and online media specifically selected for the quality of their property section and little crossover of readers, ensuring your property is seen by as many potential buyers as possible.

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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 offers customers the possibility 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.

Social networking (Youtube, Facebook, Twitter, LinkedIn & Pinterest)

Fine & Country is active on all major social networking channels including Facebook, Twitter, Youtube, LinkedIn and Pinterest 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 embraces all forms of technology, maximising your property’s visibility in order to reach the technology savvy audience.

Fine & Country online marketing

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The Gold Marketing Service is an industry leading and award winning suite 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.

The Gold Marketing Service includes:

Professional property presentation

• Professional property particulars• Professional photography• Full page feature in Refined• Lifestyle interview• Detailed floorplan and EPC• Video showreel• Page turner and email presentation

• Park Lane Showroom presentation• Smartphone/tablet app• Professionally printed window card

Professional video or UAV (drone) video and stills can easily be added.


Fine & Country offers a variety of options to suit each unique instruction. Whether it be a full Gold Service, brochures or just an EPC, we can tailor make it to your requirements.

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A CHARMING PERIOD HOME WITH A STUNNING INTERIOR AND EXTENSIVESECLUDED GROUNDS, PADDOCK & STABLES.

SITUATIONThe pretty Northamptonshire village of Cranford is excellently located for commuting with easyaccess to the A14, M1 and A1M whilst rail links to London run direct from Kettering, Corby andWellingborough. There are extensive leisure facilities on offer in the nearest market town ofThrapston and Kettering and Corby towns. The area is well-served for education with excellentindependent schools within driving distance at St Peter’s Kettering, Wellingborough, Kimbolton,Oundle, Uppingham and Oakham as well as a range of well-rated state schools including thelocal primary school in Cranford itself. Numerous local parks are situated nearby includingWicksteed Park, Twywell Hills and Dales with many adventurous walks amongst the old quarryand Stanwick Lakes which has many cycle rides.

This part of Northamptonshire is home to the historical English Heritage sites of Lyvden NewBield, Rockingham Castle and Forest and Boughton House.


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Fine & Country has entered into a partnership with Troon Golf and European Tour Properties to market and sell properties from an exclusive portfolio of elite golf developments around the globe under the brand ‘Fine & Country Golf.’

Such partnerships ensure that we can offer you access to an exclusive portfolio of the most sought after current and future golfing real estate developments from around the world.

Fine & Country Golf is working closely as the preferred partner to an elite selection of golf ’s leading brands and organisations.

Fine & Country Golf

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‘Dream home’ means different things to

different people


The Fine & Country Foundation was launched in July 2014 to help combat one of the largest social issues in the UK – homelessness. Often the causes of homelessness are misunderstood and disregarded, however, people become homeless for a whole range of complex and overlapping reasons such as family breakdowns, mental or physical health problems or debts.

The Fine & Country Foundation is dedicated to bringing together all Fine & Country agents to raise awareness of the causes of homelessness whilst supporting homeless charities.

For more information on the work the charity is doing, or to see how you can help, please visit www.fineandcountry.com/foundation.

Fine & Country Foundation

The Fine & Country Foundation Fighting homelessness

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HEAD OFFICELONDON119-121 Park Lane, Mayfair, London W1K 7AGTel: +44 20 7079 1515 Fax: +44 20 7629 [email protected]

Fine & Country GolfTel: +44 20 [email protected]

AUSTRALIA SYDNEY316 New South Head Rd, Double Bay, NSW, 2028Tel: +61 1300 960 [email protected]

EGYPT

CAIRO30 Lebanon St., MohandseenTel: +202 3344 [email protected]

FRANCE CANNES13 Rue Pasteur, Cannes 06400Tel: +334 [email protected]

HUNGARYBUDAPESTPalazzo Dorottya, Apaczai Csere Janos utca 15 1051 Budapest, Hungary Tel: +36 1 374 0129 [email protected]

NAMIBIA WINDHOEKPost street 10\11, KaiserkroneTel: +264 61 229306 [email protected]

PORTUGAL LISBONRua António Maria Cardoso Nº64, Chiado 1200-310 Lisboa

CASCAISAv. Aida, Edif. Arcadas do Parque, Loja 19 – Apartado 149, 2766-902 EstorilTel: +351 214 643 [email protected]

ALGARVE Praia da CarvoeiroRua do Barranco, Bloco II/III, Loja 70, Carvoeiro, 8400-569 Lagoa

Praia da LuzRua Direita 44, Luz, 8600-160 Lagos

LagosAvenida dos Descobrimentos 43F, 8600-645 LagosTel: +351 282 354 140 [email protected]

RUSSIAST. PETERSBURGOffice 7, House 43, Furshtatskaya Street, St. Petersburg, 191123, RussiaTel: +7 (812) 322-52-01 Tel: +7 (812) [email protected]

SOUTH AFRICARIVONIA International Realty, 29 Autumn StreetTel: +27 11 234 6545 [email protected]

SPAINMÁLAGAAlameda principal 7 bajo, Málaga, 29001Tel: 00 34 607 503 [email protected]

BARCELONAC/Bruc 41, 08010 Barcelona, 29001Tel: +34 607 503 [email protected]

THE CHANNEL ISLANDS GUERNSEY16-18 Mansell Street, St Peter Port, Guernsey GY1 1HP Tel: 0044 1481 [email protected]

JERSEY 5 King Street, St Helier, Jersey JE2 4WFTel: +44 1534 [email protected]

UAEDUBAI HEAD OFFICESaba Tower 1, Office 301, Jumeirah Lakes TowerTel: +971 4 427 0202 [email protected]

WEST AFRICALAGOS13 Adetokunbo Ademola St. Victoria IslandTel: +234 [email protected]

INTERNATIONAL DIRECTORY

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strategy for success 2015

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