Celebrating 2015 Presenter

CELEBRATING 2015 CELEBRATING 2015

Celebrating 2015 presenter_15927_TS_V9.indd 1 18/01/2016 12:30


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04 Network growth: UK06 Network growth: International08 Fine & Country’s new look10 Marketing campaigns14 National advertising20 Retargeting 22 Publications24 Media Centre26 Social media and content strategy28 Property marketing services30 IT developments32 Fine & Country events 44 Fine & Country Foundation

Contents


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• Fine & Country Ascot

• Fine & Country Banbury

• Fine & Country Brentwood

• Fine & Country Cockfosters

• Fine & Country Formby

• Fine & Country Hale and Altrincham

• Fine & Country Hornchurch

• Fine & Country Ingatestone

• Fine & Country Laindon

• Fine & Country Liverpool

• Fine & Country London SE

• Fine & Country Manchester

• Fine & Country Newbury

• Fine & Country Radlett

• Fine & Country Romford

• Fine & Country Shenfield

• Fine & Country Shoreditch

• Fine & Country Southend

• Fine & Country South Shields

• Fine & Country Skegness

• Fine & Country Sudbury

• Fine & Country Waltham Cross

• Fine & Country Warrington

• Fine & Country Wetherby

Network growth: UK


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The expansion of new offices and licensees into the business

has gone further towards consolidating the regional, national

and international power of the Fine & Country offering.


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• Fine & Country Atlantic Seaboard

• Fine & Country Australia

• Fine & Country Barcelona

• Fine & Country Chiadao

• Fine & Country Comporta

• Fine & Country Helderberg

• Fine & Country Hoedspruit

• Fine & Country Knysna

• Fine & Country Paarl

• Fine & Country Zimbabwe

Network growth: International

The new Fine & Country offices show the continued

strength and appeal of the Fine & Country brand globally

and the continued buoyancy in the luxury property market.


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During 2015, the Fine & Country marketing team implemented small changes to the look of the brand to modernise and energise Fine & Country.

Changes include removing the URL from the logo, the addition of the lifestyle branding and new stationery. An addendum to the brand guidelines was created to update our current brand guidelines document with the new rules.

Introduction of the lifestyle branding: Waterside Living, Land and New Homes, Equestrian Living, Golf Living, City LivingThe Fine & Country lifestyle logos have been created to promote the lifestyle departments within the Fine & Country brand.

Newly designed stationery and business cardsThe Fine & Country stationery and business cards have been redesigned to reflect the new modern look of Fine & Country, featuring high quality white paper, a smaller logo and grey watermark.

Advertising templates We have created some new local advertising templates that reflect Fine & Country’s modernised look.

Sleek corporate brochuresNewly designed A Strategy for Success and Accelerated Marketing feature updated images of Fine & Country’s marketing and a luxurious front cover and finish, to give our customers the right impression of the brand as soon as they turn the first page.

New property brochuresThe Fine & Country Studio has been busy designing a new sleek and modern 24-page brochure to help present your property in the best possible way. Fine & Country agents may also opt for a more concise 4-page or 8-page brochure personalised to enhance the character and lifestyle of the property. In a league of its own, these newly designed brochures follow the modern brand guidelines, with a smaller logo and an increased use of the cool grey colour. The sleek particulars also benefit from a silk finish cover, a modern internal layout and a full width back cover, making these our most luxurious brochures to date.

Fine & Country’s new look

EQUESTRIANLIVING

WATERSIDELIVING

CITYLIVING

GOLFLIVING

LAND ANDNEW HOMES


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Great brands evolve as the industry and their customers evolve.


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NEWHOMES

Ready when you are

Down the hallway onto the fairway

GOLFLIVING

WATERSIDELIVING

Every day can be a holiday

Find a home for the both of you


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Delivering the same message at the same time ensures it

reaches a much greater audience with much greater impact

– this is the essence of our marketing strategy.

Your property travels with Fine & CountryJanuary to March 2015

The campaign promoted the wide range of online and offline advertising our sellers benefit from. From our regular advertising in The Sunday Times, The Times, The Saturday Telegraph, Evening Standard, Financial Times and Horse & Hound to our presence on the Country Life and Horse & Hound websites, our agents can offer our sellers exposure for their properties and reach millions of potential buyers that others cannot.

Is your garden the best in Britain?April to June 2015

The Fine & Country Garden Competition was designed to reinforce Fine & Country’s reputation as a lifestyle brand.

This campaign served to create brand awareness and engage members of the public, who were invited to enter their garden into competition to win two tickets to the Chelsea Flower Show.

Alongside the print campaign, a digital advertising campaign was carried on gardenersworld.com and RHS.org.uk to attract gardening enthusiasts.

Marketing campaigns

The Fine & Country Gold CupMarch to July 2015

The Fine & Country Gold Cup is one of the largest polo tournaments in the UK, with international polo teams and spectators flying in for the competition from around the world. More than a sporting event, this is now a classic in the social calendar, with activities organised for the whole family.

The campaign provided the perfect opportunity for our agents to contact past, present and potential customers and invite them to this complimentary event.

Fine & Country LifestyleApril to June 2015

Our second quarterly campaign of the year, which ran alongside the Fine & Country Gold Cup campaign, was designed to promote Fine & Country’s specialist lifestyle divisions; Golf Living, Equestrian Living, Waterside Living and New Homes.

The lifestyle campaign promoted the new lifestyle search on the website to entice people to seek suitable properties or instruct Fine & Country to sell theirs. An overall lifestyle message was created as well as individual messages for each individual lifestyle search.

IS YOUR GARDEN

THE BEST IN BRITAIN? Win tickets to the RHS Chelsea Flower Show 2016

THE FINE & COUNTRY GOLD CUPSunday 5th July

11am-5pmDallas Burston Polo ClubNr Royal Leamington Spa

Reserve your complimentary ticket at www.fineandcountry.com/polo


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Local National InternationalJuly to September 2015

A buyer can come from anywhere in the world. Fine & Country has grown to become an international network of local estate agents, with regional knowledge each specialising in the sale of residential properties in more than 300 locations worldwide. This means that when a home comes under our instruction, it is not just being marketed by a local branch, it is presented around the globe via an effective network of offices working as one of the largest teams in the marketplace.

The Buyers DatabaseOctober to December 2015

The Buyers’ Database campaign promoted the number of registered buying applicants we have through our network of over 300 offices worldwide.

This campaign demonstrated the strength of the network by sharing the number of high net worth potential buyers Fine & Country has on its books. All Fine & Country properties are marketed to these 97,000 individuals, who regularly receive a copy of Refined Magazine, our national property publication showcasing our new-to-market homes and Exclusive Home Worldwide, our international publication showcasing our finest international properties.

In doing so, we connect buyers and sellers from across the globe as quickly and as easily as possible, helping you to achieve the best price for your property.

Discreet Marketing Ongoing campaign

We understand that some people wish to remain anonymous when selling their home. Fine & Country therefore offers a highly effective discreet marketing service, so you can find the right buyer without public marketing.

Our offices have the facility to internally and privately share discreetly marketed properties with fellow Fine & Country agents in over 300 locations worldwide, tapping into a database of high net worth individuals actively looking at buying a property.

The Importance of VideoOngoing campaign

This campaign was designed to promote Fine & Country’s video marketing service. Fine & Country offers the opportunity to present our sellers’ properties in full HD video format, with the optional extra of drone videography.

In this age of instant gratification, a well edited and emotive video will offer buyers a realistic and appealing reflection of what it is like to actually live in their prospective home and significantly enhance the attributes of the property. Once the video has been professionally edited, it is broadcast via the Fine & Country website and YouTube channel. It can also be shared by email and via our Facebook and Twitter pages, encouraging more interest from buyers and better qualified viewings.

Marketing campaigns

Local expertiseNational presenceInternational audience

United Kingdom

Australia

Egypt

France

Hungary

Namibia

Portugal

Russia

South Africa

Spain

The Channel Islands

United Arab Emirates

West Africa

Keep your private life private with our discreet marketing service

You don’t have to choose between quantity and quality

UK offices working together to achieve the best price

international offices showcasing your home to the world

97,000 225 75registered prospective

buyers looking for prime residential property

Bring your property to life with HD video and drone

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During each quarter of 2015 the Fine & Country marketing

team delivered a new and effective campaign that focuses

on a key brand message, to increase brand awareness and

engage customers.

Local expertise, national presence, international audience

For more information or for a free valuation, please contact: Tel: +44 (0)20 7079 1515 | Email: [email protected] | www.fineandcountry.com

United Kingdom

Australia

Egypt

France

Hungary

Namibia

Portugal

Russia

South Africa

Spain

The Channel Islands


West Africa

Local expertise, national presence, international audience

For more information or for a free valuation, please contact: Tel: +44 (0)20 7079 1515 | Email: [email protected] | www.fineandcountry.com

United Kingdom

Australia

Egypt

France

Hungary

Namibia

Portugal

Russia

South Africa

Spain

The Channel Islands


West Africa


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The TimesCirculation 394,240 | Readership 962,000

The Times provides a greater business approach to the property market than the weekend property supplements as the distribution date is a Friday with the The Times weekday audience traditionally being more business focused. Bricks & Mortar is an award winning supplement and really offers more insight into the urban market nationwide.

The Sunday TimesCirculation 766,201 | Readership 2,055,000

The Sunday Times is the UK’s most widely read national broadsheet, with an enviable reach of 2,055,000 adults, 82% of which are affluent AB readers. ‘Home’ is The Sunday Times’ popular property section and is a mix of property and lifestyle editorial.

The Times and The Sunday Times

The Telegraph Circulation 603,433 | Readership 1,471,000

The Daily Telegraph is a strong national property title reaching an affluent audience. ‘Property’ is the Daily Telegraph’s standalone property supplement, published every Saturday and coinciding with its highest circulation day. 59% of Daily Telegraph readers are affluent AB readers. The Daily Telegraph is a vital marketing tool for Fine & Country’s global presence, with more than 70,000 AB readers of the publication owning a property or a timeshare in a property overseas.

Financial Times Circulation 209,134 (UK) | Readership 235,000

The Financial Times is one of the world’s leading business news and information organisations, recognised internationally for its authority, integrity and accuracy. The FT’s audience has an average income of £150k (69% earn 50k and above, 11% earn £250k) and have an average age of 51.

The Telegraph and Financial Times

Horse & HoundCirculation 40,705 | 192,000

Horse & Hound is a 131 year old publication dedicated to equestrian enthusiasts. The publication engages with both amateurs and professionals in the equestrian industry to provide them with information on buying and selling an equestrian property.

Evening StandardCirculation 900,498 | Readership 1,918,000

The Evening Standard has a circulation of 900,498 and is considered the London property newspaper of choice. More than 70% of AB adults read the property section, ‘Homes & Property’, published every Wednesday.

Town & CountryCirculation 60,000

Town & Country is the newest magazine to be published by Harper’s Bazaar. Following the huge success of the title in the US, they launched it to the UK market in 2014 to great success. Town & Country is a luxury consumer publication which focusses on property, style, travel, lifestyle and culture. The publication’s readership includes households with an income of £300k and who own more than two homes.

Horse & Hound, Evening Standard and Town & Country


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In 2015 we provided our customers with innovative national

marketing and advertising campaigns, and the highest level of

exposure the brand has ever achieved.

In 2014, Fine & Country provided its customers with innovative national marketing and advertising campaigns and the highest level of exposure the brand has ever achieved. Our challenge in 2015 was to continue to increase brand awareness and exposure for our properties.

During the end of 2014, we carefully assessed our advertising plan for 2015 and evaluated the best and most effective way to promote the brand and its properties for the maximum benefit of all our customers.

In doing so, advice was sought from media experts and the performance of each campaign from 2014 was closely reviewed. The main point of discussion was the fact that general advertising trends see print audiences in a gradual decline and digital audiences progressively rising.

Taking these factors into consideration, we compiled a national advertising strategy that would ensure we stayed ahead of our competition and continued to interact with our target audience.

An effective and targeted media buying strategy, integrating new media and titles each year, ensures the brand stays alive in the most relevant media channels. New titles in 2015 included the London Evening Standard, Town & Country and the Financial Times.

By advertising in the London Evening Standard, we adopted the most effective way to get our brand across to the 1.9 million predominately upmarket professionals who read this essential source of the latest in business, entertainment and sports news.

Whether it was a continued presence in Town & Country or reaching a discerning readership of the business elite of 1.3 million people in 140 countries who read the Financial Times, our promotional efforts are aimed at ensuring the brand reaches a defined target consumer.

National advertising: print


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January February March April May

Week commencing 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 25

Print campaign

The Sunday Times 25 8 22 8 22 29 5 19 3 10 17 31

The Daily Telegraph 31 28 28 25 23

The Daily Telegraph – Waterside 14

The Times 13 13 10 8

Financial Times 21 28 25 23

Evening Standard 4 4 1 15 22 29 13 20 27

Evening Standard (Added value)

Horse & Hound 22 12 5 26 16 7 28

Town & Country March June

Digital campaign

horse&hound.co.uk 12 month listing

countrylife.co.uk 12 month listing

Sunday Times Tablet ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

Times Tablet ✔ ✔ ✔ ✔

thetimes.co.uk/property ✔ ✔ ✔ ✔

telegraph.co.uk February to July

thetimes.co.uk February to July

National advertising strategy 2015


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An integrated advertising strategy resulted in the largest

exposure for the brand yet. We constantly find new ways

to promote Fine & Country to a targeted audience.

June July August September October November December

1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21

14 28 12 13 27 11 25

20 12 10 7

19

5 3 31 18 16

20 18 26 24 21

10 24 8 22 2 9 16 30 7 14 28 11 25

5 25

18 9 3 24 15 5

September December

12 month listing

12 month listing

✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔

✔ ✔ ✔ ✔ ✔

✔ ✔ ✔ ✔ ✔ ✔

September to November

September to November


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The Sunday Times and Times iPad app Sunday Times Home section: 23,481 weekly app downloads

The Times Bricks and Mortar Section: 18,417 weekly app downloads

Complementing the advertising campaign in The Sunday Times, Fine & Country advertised in the Home section of The Sunday Times iPad App and in the Bricks and Mortar section of The Times that features the latest on the property market every Friday. This advert featured our finest properties and a link to the Fine & Country website.

CountryLife.co.uk 85,000 unique views per month

61% Country Life readers are AB with 70% of the readers looking at the title specifically for a property section. One in three Country Life readers are looking to buy a house in the next 12 months. With a global reach across 200 countries, more than 80% of Country Life’s pages viewed are property related.

HorseandHound.co.uk150,000 unique views per month

Our portfolio of equestrian properties were advertised on the Horse & Hound website. The site features daily equestrian news and is a popular online forum for horse enthusiasts.

The Telegraph Reskin 8,459,000 unique views per month

For six months, Fine & Country occupied the Telegraph reskin advertisement on the ‘Buy and Sell’ page of the property section of telegraph.co.uk.

One of the most comprehensive online advertising options, the reskin is a step above banner advertisements as the campaign dominates the entire site, with a banner at the top, two on either side of the articles and two smaller boxes within the main area of the site.

These kind of advertisements are highly effective as they are difficult to ignore. The advertisement links directly to the Fine & Country website, encouraging home owners and buyers to browse through the properties on our website or read more about the service Fine & Country offers.

Interactive digital advertisingThe digital campaign marketed all Fine & Country properties on three key property publication websites; telegraph.co.uk, thetimes.co.uk and thesundaytimes.co.uk, complementing print advertising in the same publications. The digital campaign targeted the behaviour of online users, ensuring our clients’ properties were seen by the right people.

National advertising: online


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The digital campaign extends our audience reach into the

online space. This ensures we continue to deliver to the largest

audience possible and communicate with those who consume

media through digital channels.


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For most websites, only 2% of web traffic converts on the first

visit. Retargeting is a tool designed to help companies reach the

98% of users who don’t convert right away.

Fine & Country began using retargeting, a form of digital advertising that helps keep the Fine & Country brand in front of visitors after they leave our website. Have you ever looked at a pair of shoes online, and then they suddenly appear on another webpage? That’s retargeting.

This strategy enables us to target potential customers who have viewed the website, but have not taken any decisive action. The digital advertisements appear on more than 2 million websites and when clicked on, the user is directed back to the website.

Retargeting is effective because it focuses our advertising on people who are already familiar with our brand and have recently demonstrated interest. That’s why most marketers who use it see a higher return on investment than from most other digital channels.*

Our retargeting message is being shared with circa 9,500 people and seen circa 120,000 times per month. This figure is expected to increase significantly as the number of prospects increases.

Retargeting

*www.retargeter.com


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Our prestigious magazines targeting regional, national and international audiences are widely regarded as authoritative sources on the most premium properties on the market. They allow for effective presentation of properties to a targeted consumer group.

The CollectionThe Collection (previously known as Finer) is a luxury, lifestyle publication that is distributed to selected households in local areas, posted directly by Royal Mail. It is one of the most powerful marketing tools available and is a key to building local area awareness. Fine & Country properties are presented amongst a wealth of luxury editorial aimed at a target demographic, including everything from leading hotels and restaurants, to gardening features, to the latest in the world of luxury automobiles and yachts.

Publications

RefinedRefined is our flagship nationally distributed magazine beautifully showcasing our properties through the length and breadth of the country. Published every six weeks to highlight the latest property portfolio, Refined is a proven tool in gaining national exposure enabling professional presentation of properties. By appearing in Refined, properties will be distributed by all Fine & Country offices in the UK and to a central database of potential buyers.

Exclusive Home WorldwideExclusive Home Worldwide is Fine & Country’s luxury international publication, distributed to a selection of the finest hotels, spas and restaurants as well as through our global network of international offices. EHW markets the very best of Fine & Country’s properties around the world. EHW successfully captures a select, affluent audience in some of the world’s most exclusive locations.


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Ensure targeted exposure for your properties through our

local, national and international publications.


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The Financial TimesFeature title: Hot property: TowersOffice: Fine & Country CascaisDate out: 21st MarchSize: 1/3rd pageCirculation: 210,511Eq. Ad Value: £3,130

The Saturday Express MagazineFeature title: Anyone for tennis?Office: Fine & Country CheltenhamDate out: 20th JuneSize: 1/8 pageCirculation: 448,256Eq Ad. Value: £3,920

The Sunday TimesFeature title: Autumn Market SpecialOffice: Fine & Country BathDate out: 6th SeptSize: 1 pageCirculation: 808,652Eq. Ad Value: £90,090

The Epoch TimesFeature title: Perfect time to renovate your homeOffice: Fine & Country CheltenhamDate out: 27th OctSize: 1 pageCirculation: 1,314,375Eq. Ad Value: £53,336

The Mail on SundayFeature title: Our Victoria SecretOffice: Fine & Country Isle of WightDate out: 19th AprilSize: 1 pageCirculation: 1,444,397Eq. Ad Value: £55,800

The Daily TelegraphFeature title: Put down roots in cider countryOffice: Fine & Country BathDate out: 24th OctSize: 1/4pageCirculation: 489,739Eq. Ad Value: £14,750

The English HomeFeature title: Properties for sale: On the water’s edgeOffice: Fine & Country St NeotsDate out: AugSize:1/6 pageCirculation: 25,900Eq Ad. Value: £1,000

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Reach:

Grand Designs (Main)01 December 2015

Size:

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nGrand DesignsFeature title: Take a chanceOffice: Fine & Country NewtonDate out: 1st DecSize: 1/8 pageCirculation: 32,849Eq Ad. Value: £2,500

Horse & HoundFeature title: Properties of the week: The grand approachOffice: Fine & Country GranthamDate out: 28th MaySize: ¼ pageCirculation: 44,458Eq Ad. Value: £1,022

Evening StandardFeature title: What’s on the marketOffice: Fine & Country LoughtonDate out: 22nd JulySize: 1/8 pageCirculation: 896,830Eq Ad. Value: £8,776


Jan-‐15 February March April May June July Aug Sept Oct Nov Dec Circula>on 19,110,54 11,619,99 17,299,48 22,316,64 19,119,95 15,726,35 14,961,61 17,078,26 23,090,75 30,313,59 20,785,50 24,445,06

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000 Circula(on: Jan to Dec 2015

Jan-‐15 February March April May June July Aug Sept Oct Nov Dec EAV £555,163 £234,672 £545,724 £512,963 £398,789 £421,494 £399,781 £583,894 £807,662 £599,832 £464,897 £475,565

£0

£100,000

£200,000

£300,000

£400,000

£500,000

£600,000

£700,000

£800,000

£900,000

Equivalent Adver/sing Value: Jan to Dec 2015

Jan-‐15 Feb March April May June July Aug Sept Oct Nov Dec MUU 837,907,51 490,192,47 802,390,87 1,438,305, 811,758,04 244,628,48 1,059,371, 1,301,515, 328,290,18 995,902,12 403,783,78 387,711,13

0

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400,000,000

600,000,000

800,000,000

1,000,000,000

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1,600,000,000

Monthly Unique Users Online: Jan to Dec 2015

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The Media Centre team is dynamic, creative, proactive and

experienced, knowing just how to match your property to

the right journalist and the right media.

The Fine & Country Media Centre is a vital resource for Fine & Country offices and property exposure. We are therefore delighted to announce that the Fine & Country Media Centre has secured an exceptional amount of editorial coverage in 2015.

The total Equivalent Advertising Value (EAV) gained by the Media Centre over the past year amounted to £6,000,436.

Even more important is the number of people who saw this coverage. Fine & Country articles and editorials appeared in all major national titles with a total circulation of 235,867,772 including a high net-worth readership.

Publications covering Fine & Country properties included The Times, The Sunday Times, The Daily Telegraph, The Financial Times, The Daily Mail, The Guardian, Wall Street Journal, Horse & Hound, Evening Standard and more.

Media Centre

Country LifeFeature title: Enchanting gardensOffice: Fine & Country Leamington SpaDate out: 3rd JuneSize: 1/3 pageCirculation: 38,739Eq Ad. Value: £1,815

Wall Street JournalFeature title: Carve out the perfect country lifeOffice: Fine & Country MayfairDate out: 16th JanSize: 1 pageCirculation: 65,496Eq. Ad Value: £34,895


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Driving engagement onlineContent marketing isn’t a fad that companies can afford to ignore. A structured content calendar, posting at optimum times tailoring a different strategy for different media are some of the measures we have adopted as part of a targeted approach to gain followers. For instance, Twitter users are more likely to post on their way to work while LinkedIn surprisingly ranks No 1 when it comes to redirecting traffic to the website though engagement is significantly lesser as compared to Facebook and Twitter. Paid advertising on social media has further reinforced our targeting capabilities beyond the scope of organic reach.

The Fine & Country blogIn February, the Fine & Country Media Centre unveiled the newest edition to their social media strategy, the Fine & Country blog. The blog predominantly works alongside the Fine & Country Twitter feed and promotes Fine & Country news, properties, guides, tips and galleries.

The blog provides an attractive way to display content featured on Facebook and LinkedIn in one central location. In 2016, the blog will be integrated onto the Fine & Country website to further optimise the site by attracting potential buyers and sellers alike.

The Fine & Country Garden CompetitionThe Fine & Country Garden Competition took place in the first half of 2015 and was designed to reinforce Fine & Country’s reputation as a luxury lifestyle brand. Entries submitted were added to the Fine & Country Facebook page and voting decided regional winners who then competed to become the overall winner.

The overall winner was judged by gardening expert and columnist for The Mail on Sunday, Martyn Cox. The winning entry was announced as a couple from Birmingham, whose garden was a celebration of colour and wildlife. The couple won two tickets to the dazzling RHS Chelsea Flower Show 2016.

Martyn said, “I was very impressed by the high standard of entries in this year’s Fine & Country Garden Competition, which made picking an overall winner very difficult. There were large country gardens and smaller city plots, flower filled spaces and striking architectural gems.”

Social media and content strategy


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Fine & Country has partnered with renowned content

marketing and social media consultants to continue to

post relevant and engaging content across all our online

and print assets.


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Professional and effective property presentation is at the

centre of everything we do. We make sure that your property

is presented at its best, to the widest possible audience.

Gold, silver and bronze marketing packsIn addition to the award winning Gold Marketing Pack, a Bronze and Silver Pack was created to ensure that all markets and customers are catered to.

The Bronze Marketing Pack is the most accessible pack we have ever created – this is for those who already have the photos, floorplan and EPC and want the property brochure created professionally by our Studio.

The Silver Marketing Pack has the same content as the Bronze Marketing Pack, but includes photos, floorplan and EPC.

Last but not least, the Gold Marketing Pack remains the ideal choice for those wishing to benefit from the full marketing service delivered by qualified professionals who strive to present properties beautifully to the right audience.

Property videos and droneVideo advertising is 48% more effective than static advertising.* Recognising this, we offer the opportunity to present properties in full HD video format, with the optional extra of drone videography.

HD property videos bring homes to life. They showcase the special features of the home that cannot be captured in still imagery. Potential buyers can see the fire dancing in the fireplace, listen to the water flowing from the fountain in the garden and watch the front gates opening onto the driveway.

Drone video, footage that sweeps up and around the home, takes property presentation to the next level. It does justice to the property’s dimensions and land, to truly bring out its unique charm.

Enhanced property marketing services

*Cisco and Internet Advertising Bureau 2013

Once the video has been professionally edited, it is broadcasted via the Fine & Country website and YouTube channel. It can be shared by email and via our Facebook and Twitter pages, encouraging more interest from buyers and better qualified viewings. And, of course, the seller will be left with a lasting digital memory of their most prized possession.

Video cardsAccording to Forbes, 59% of executives would rather watch a video than read text.

Video cards present Fine & Country’s unique selling points in an interactive format, including property videos, pre or post valuation videos, the property in Park Lane video and many more.

The A5 size of the card makes it easily portable and the large 4.3” screen allows for clear picture quality.

Each card has four pre-loaded videos, however it is possible to change the videos on the cards if you wish to make them bespoke to your needs. The card can hold a property video which sellers can keep as a memory of their property.

VieweetAll users of the Gold Marketing Service have access to Vieweet’s 2D ‘Scan’ version. Vieweet’s 2D scan uses Augmented Reality technology to layer digital content over printed marketing material. This instantly connects a potential buyer or tenant to additional digital content creating a more immersive, informed and memorable experience, via a phone or tablet app.


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The Buyers’ DatabaseWith a combined strength of 225 offices in the UK, and 75 international offices in 13 countries, we built a central database of over 97,000 registered high net worth individuals and growing actively looking for prime residential properties.

All Fine & Country properties are marketed to these 97,000 individuals, who regularly receive a copy of Refined Magazine, our national property publication showcasing our new-to-market homes, and Exclusive Home Worldwide, showcasing our finest international properties on the market, alongside lifestyle articles.

In doing so, we connect buyers and sellers from all over the country as quickly and as easily as possible, helping our sellers achieve the best price for their property.

The Members’ HubIn August 2015, we were pleased to announce that the new Fine & Country Members’ Hub was live.

The new hub helps our agents keep up to date with Fine & Country news, check their advertising and publication deadlines, download logos and other useful brand resources, and much more.

All the information they need is at their fingertips – they can view the latest quarterly marketing campaigns, access the most recent Fine & Country news bulletin and order materials through the Digital Hub too.

IT developments


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You don’t have to choose between quantity and quality

UK offices working together to achieve the best price

international offices showcasing your home to the world

97,000 225 75registered prospective

buyers looking for prime residential property

We have been working with web-designers, SEO specialists and

the best property website developers to give you the best there

is in property website.


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The UK National Licensee Convention was an extremely

motivational and positive event. It was our biggest convention

to date and also our best in terms of attendance, content,

energy and sheer excitement for the future.

National Licensee ConventionOne of the most anticipated events of the Fine & Country calendar, the National Licensee Convention, took place on the 30th January 2015. What better way to kick start Fine & Country’s most exciting year yet than by celebrating with licensees from across the globe in Mayfair, just a short walk away from our Park Lane Showroom?

The Millennium Hotel was buzzing with positive energy as agents swapped success stories and discussed the future of the Fine & Country brand. Exciting initiatives were announced including an upgrade to the Gold Marketing Service, a Fine & Country branded video card and the gardening competition.

Fine & Country Golf exhibit at record breaking BMW PGA ChampionshipIn May 2015, Fine & Country Golf joined a selection of brands to host the BMW PGA Championship Village including Jumeriah Golf Estates, Emirates Airlines, BMW, Mini, Lindt and Rolex. Fine & Country exhibited a selection of stunning golfing homes on the market throughout the UK and abroad to an engaged golfing audience. Those who visited the stand were able to enquire about Fine & Country, its UK and international network of estate agents, our bespoke golf division and our partnership with European Tour Properties and Troon Golf.

Fine & Country events

Through the six day event, Fine & Country hosted a ‘guess the price’ competition that members of the public could enter for free. Guests were invited to guess the current for sale price of a Fine & Country home. The winner, who was contacted via email, won an all-expenses paid trip for two to PGA Catalunya Resort, near Girona, Spain.

This year’s BMW PGA Championship saw records galore over the six day event at Wentworth Golf Club, Surrey. Fine & Country Golf exhibited at the club for the first time with the 2015 event seeing record crowds of 113,640 in attendance. The week promised an exhilarating tournament of golf and it did not disappoint the crowds attending. Spectators were treated to five hole in ones, a BMW PGA Championship record and an outstanding final day of golf from Byeong-Hun An that saw him take his first European Tour title and finish 21 under par.

The event broke all previous attendance numbers with record breaking numbers of over 19,000 people attending the Celebrity Pro-Am day with celebrities such as One Direction’s Niall Horan and footballers Phil Neville and Paul Scholes taking to the course to name but a few. Thursday also saw record breaking numbers with almost 21,000 guests travelling to Wentworth to watch the first official day of the tournament.


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Fine & Country held its annual International Conference on Friday 3rd July 2015. The event took place at the Millennium Hotel in Mayfair, near the international headquarters on Park Lane.

With over 150 attendees representing offices through the UK, Europe and South Africa, the International Conference followed the theme of Back to the Future, as attendees looked at estate agencies and the Fine & Country brand in the past, present and future.

Held on the 30th anniversary of the first Back to the Future film, David Lindley, Operations Manager at Fine & Country opened the event by arriving in a DeLorean Time Machine dressed as Doc Brown.

The day was then followed by a series of engaging and relevant presentations from external speakers. Peter Chapman, Director of TM Training, discussed the importance of traditional estate agency values in the modern market. James Lancaster, Sales Director at The Telegraph looked under the bonnet of the news floor and discussed how news content is consumed today and at what rate. He considered the changes in people’s behaviour towards reading the news and gave an insight into the future of print and digital advertising. Motivational speaker Pete Wilkinson coached the delegates into dealing with changes in the

workplace and Christer Hollman, Futurologist, discussed how businesses must stay abreast of consumer technology trends in order to give their customers what they want and what the future of technology looks like.

Amongst the informative presentations from external speakers, members of Fine & Country Head Office took to the stage to announce some exciting new developments within the Fine & Country Network. These included the launch of a newly designed Members’ Hub for agents to use, and changes to modernise the logo, stationery and business cards.

The event was sponsored by Expert Agent and in between presentations, agents who attended were able to visit the exhibition stands belonging to Moneypenny, Vieweet, Country Life and the Fine & Country Studio.

The International Conference was then followed by an 80’s themed gala dinner and an awards ceremony, that recognised those offices, both UK and international, who have gone above and beyond their duty to provide an excellent service, with Fine & Country Warwickshire and West Midlands taking home the pinnacle of the Fine & Country Awards: the Fine & Country Best Overall Operator.

The Fine & Country Big Weekend: International Conference and Gala Dinner


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This year’s International Conference was our best to date with

engaging, relevant and motivational content. The presentations

transported attendees into the future of estate agencies.


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Property Presentation Award: Fine & Country St Neots. Marketing and Promotion Award: Fine & Country Lisbon. Best On-brand Office Award: Fine & Country Fulham. Listing Achievement Award: Fine & Country Norwich.


With Fine & Country you will be treated with respect by a

team of trained professionals.

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2015 award winnersProperty Presentation

This award recognises the Fine & Country office that presents and promotes its properties to an exceptional standard.• Shortlisted: Fine & Country Stamford and Fine & Country Narberth• Winner: Fine & Country St Neots

Marketing and Promotion

This award commends the Fine & Country office which best markets and promotes itself and the Fine & Country brand.• Shortlisted: Fine & Country Leamington Spa and Fine & Country

South East Hampshire• Winner: Fine & Country Lisbon

Best On-brand Office

This award commends the Fine & Country office that excels visually whilst remaining true to the Fine & Country brand. • Shortlisted: Fine & Country Bicester and Fine & Country Lisbon• Winner: Fine & Country Fulham

Referrals and Networking

This award commends the Fine & Country office that is most effective in referring business and contributing to their region and the network as a whole.• Shortlisted: Fine & Country Cambridge and Fine & Country Bishop’s Stortford• Winner: Fine & Country St Neots

2015 Award winners

Best Newcomer Award: Fine & Country Brighton and Hove.

Referrals & Networking Awards: Fine & Country St Neots.

Listing Achievement

This award commends the Fine & Country office that demonstrates a good market share across their area of operation whilst upholding the Fine & Country standards.• Shortlisted: Fine & Country Bishop’s Stortford and Fine & Country St Neots• Winner: Fine & Country Norwich

Best Newcomer

This award recognises one of our members, joining the network from July 2013 onwards, that has launched, embraced, developed and promoted the Fine & Country brand to best effect.• Shortlisted: Fine & Country Liverpool and Fine & Country Englefield Green• Winner: Fine & Country Brighton and Hove

Best Fine & Country Operator

This award commends the agent that excels at all levels and embraces the Fine & Country ethos throughout their entire business.• Shortlisted: Fine & Country Drayton and Fine & Country St Neots • Winner: Fine & Country Warwickshire and West Midlands

Main image left: Best Operator Award: Fine & Country Warwickshire and West Midlands.


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On Sunday 5th July and day three of the Fine & Country Big Weekend, we welcomed nearly 4,000 attendees to watch 14 teams compete for the seventh Fine & Country Gold Cup, at Dallas Burston Polo Club.

In typical British style, attendees snacked on picnics and sipped Pimms as they watched Rigby & Rigby claim the winning title.

Started just seven years ago, with Fine & Country Warwickshire and West Midlands hosting a small barbecue at the Polo grounds, the event has grown significantly and has established itself to be a distinguished date in the Fine & Country calendar.

Not only was this one of the largest Fine & Country polo events, but the shopping village welcomed back loyal exhibitors Graypaul Birmingham, Jacuzzi and The Little Posh Dress Company to name a few, as well as new exhibitors

Quantock Clothing. Dallas Burston Polo Club also showcased the new Champagne Laurent-Perrier bar, situated on the Clubhouse terrace, which was popular amongst guests.

The event raised more than £5,600 for the Fine & Country Foundation, with all proceeds going towards fighting homelessness.

David Lindley, Operations Manager, said, “The day was undoubtedly our best polo event yet. Guests sat on the side of the polo field enjoying homemade picnics whilst children were able to enjoy the dedicated kids’ area featuring rides and games. The Honesberie Shooting School welcomed attendees to have a go at shooting and archery and the clubhouse’s Laurent-Perrier bar served Fine & Country guests well. Thank you to all of those who attended and we look forward to seeing you again next year.”

The Fine & Country Big Weekend: Fine & Country Gold Cup


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The Fine & Country Gold Cup is an integral part of our

customer’s social calendar, with many joining us every year.

The event is constantly growing and we are already excited

about next year’s event.


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During August 2015, Fine & Country Cambridge sponsored the seventh annual Cambridge Film Festival’s Movies on the Meadows. Returning for its seventh year, Movies on the Meadows in Grantchester was bigger and better than ever before.

Movies on the Meadows is an annual outdoor cinema experience hosted by Cambridge Film Festival. On the August Bank Holiday weekend, nine films were shown on three giant inflatable screens over three nights in the incredible and picturesque setting of Grantchester river meadows just outside Cambridge.

These riverside screenings consist of three screens set along the picturesque banks of the River Cam with the audience floating gently on a moonlit voyage along the river and through cinema, with each screen showing a section of the film, all this whilst enjoying a hamper of fine food and wine provided byFine & Country Cambridge.

Cambridge Film Festival Marketing Manager, Owen Baker said: “The Movies on the Meadows weekend is always incredibly popular with audiences, so we are very excited that with the help of Fine & Country we are able to bring the riverside screenings and punts back to the festival.” He continued, “It has been a pleasure to work with Fine & Country who are as excited as we are about helping to create this exclusive element of the larger festival, we hope that people will agree that the riverside screenings offer something completely different for festival audiences.”

Cambridge Film Festival

Fine & Country are proud to work with the Cambridge Film

Festival. We are excited to be associated with such a fantastic

and unique local event where punting and classic films

come together.


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Both Fine & Country Portugal and Fine & Country France received two awards on September 22nd at the London Marriott Hotel Grosvenor Square in Mayfair, just a stone’s throw away from our international headquarters on Park Lane.

Fine & Country Portugal was awarded Europe’s Best Real Estate Agency Marketing Five Star award and has competed in the international round against regional winners from Asia Pacific, Africa, Canada, the USA, Central and South America, the Caribbean and Arabia. They later won “World’s Best” in the Real Estate Marketing category at the International Property Awards Final held at London’s Marriott Hotel Grosvenor Square, 7th December 2015.

The Fine & Country Portugal team were also named as Highly Commended in the European Real Estate Agency category whilst Fine & Country France received Highly Commended in the Real Estate Agency category and Highly Commended in the Real Estate Agency Website category.

Charles Roberts, Director of Fine & Country Portugal said, “We are honoured to win these awards especially as we are a relatively young company founded only four years ago. The awards reflect our successful growth and performance; we now have three showrooms based in Lisbon, Estoril and Comporta.

Our recently formed marketing department has proved its worth by winning these awards. Our association with one of the world’s leading luxury property brands – Fine & Country – has also undoubtedly contributed to our commercial success and the winning of these accolades.”

Fine & Country wins four awards at the European stage of the International Property Awards


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Fine & Country has had an incredibly successful year at the

International Property Awards 2015-2016.


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The Fine & Country Foundation has been created to

help combat one of the largest social issues in the UK

– homelessness.

Delhitubbies Rickshaw Run for the Fine & Country FoundationSean Newman, Director of Fine & Country Warwickshire & West Midlands, took part in the Rickshaw Run between 6th April and 18th April 2015.

Described as a challenge of a lifetime, Sean and his teammates Tyler and Phil, under the team name the ‘DelhiTubbies’, travelled 3,500km across Indian terrain in aid of the Fine & Country Foundation.

The Rickshaw Run saw the team put their lives in the hands of their seven horse power Rickshaw ‘Noo-noo’. The Rickshaw run is described as ‘extremely risky’ with a high chance of ‘serious injury as a result of taking part’, but Sean is never far from an adventurous fundraising event and embraced the challenge.

With numerous breakdowns the following days and various broken pistons; Sean, Tyler and Phil often found themselves driving at night to make up for lost time. This came with incredible risks and is definitely not a challenge for the faint hearted.

By taking part in the Rickshaw Run, Sean, Tyler and Phil successfully raised £3,488. Every penny went to Action Aid, who support the homeless and vulnerable girls of Bangladesh by helping to provide housing. You can still donate to this brilliant cause through Sean’s JustGiving page (www.justgiving.com/Sean-Newman2) or by texting Deli89 and an amount to 70070 (e.g. Deli89 £10).

The Fine & Country Foundation

Carol ConcertThe Fine & Country Foundation in partnership with Fine & Country Cambridge hosted the annual Christmas Carol Concert on 7th December 2015 with the Fairhaven Singers. It was a night of merry making and good cheer all for a good cause. Proceeds raised were donated to homelessness charities Jimmy’s Cambridge, Wintercomfort and Emmaus who have been doing some amazing work for the impoverished and destitute.

A night under the stars to create awareness about homelessnessFine & Country agents across the country, in association with the Fine & Country Foundation, conducted successful sponsored Sleep Out events through the year to raise vital funds to prevent youth homelessness. Sleepout is a unique nationwide event organised by the End Youth Homelessness campaign to increase awareness about the issue. Participants face the harsh autumn night with only a sleeping bag and themselves for company to raise much required funds for homelessness charities. This offers them a glimpse into one of the most grave issues faced by the disadvantaged and vulnerable members of society.

The Fine & Country Foundation is happy to announce that they have raised a total of £6,000 through Sleep Out events in 2015.



Fine & Country Head Office 121 Park Lane, Mayfair, London WIK 7AG

Tel: +44 (0)20 7079 1515 [email protected]

Documents

Celebrating 2015 Presenter