Fine & Country News Page

NAC Fund renewal

There is no doubt that a key ingredient of Fine & Country’s market leading offering is the national advertising and associated exposure that each Fine & Country office enjoys. During 2012 the national advertising fund provided the entire network of Fine & Country offices with an exposure and national presence which our rivals struggle to match. The NAC is committed to maintaining this strategy in 2013.

During October and November the NAC, the IT and Marketing Committee and Head Office reviewed our marketing plan, budget for the year ahead and had a long and close look at how best to continue to serve the members and make the most effective use of the marketing budget for 2013.

During this time we have sort advice from media experts to review what we have done so far, the overall results and to look at whether this continues to be the best way of allocating the budget on behalf of the overall membership.

After considerable discussion and research the marketing and advertising plan for 2013 is as follows:

 

 1) Maintain the existing payment structure as it works well, is consistent and fair for the members.

2) Continue with the coverage within The Digital Property Group (Prime Location) and Zoopla to ensure that Fine & Country agents have the very best overall national Internet coverage for the most cost effective national rate.

 

3) Continue to make a contribution towards the Media Centre and dedicated Copywriter which has resulted in the excellent press coverage that they have been able to secure the Fine & Country Brand and Member firms during the year. (Over &2,000,000 of potential advertising space, which equates to over &6,000,000 in potential FREE PR for us and our clients).

 

 

4) Continue with SEO monitoring to ensure high ranking of fineandcountry.com on search engines

 5) Contribute to the International Advertising Fund to increase international brand awareness in international media

6) In order to increase our coverage in national media and reach a broader audience, the NAC agreed to reduce the amount of advertising in the Sunday Times and Saturday Telegraph to advertise in the Telegraph App. National advertising in 2013 will be as follows:

- 12 double pages and 7 single pages in the Sunday Times
- 9 full pages in The Telegraph
- 10 weeks advertising in The Telegraph App

The Marketing Committee and the NAC feel that this is a strong and committed plan that will ensure that Fine & Country will continue to be at the forefront of the property market, allowing individual member firms to punch well above their weight when competing for instructions against the major national brands and strong local and regional players, helping us keep our fees as high as possible and to continue to gain greater market share in the year ahead.

With this in mind the NAC intends to commit to the above plan for the coming 12 months (January to December 2013) and all &250 paying members (&250 per licence per month but with no property space) now have the opportunity to upgrade their membership and increase their coverage by becoming &500 paying members (&500 per licence/per month with advertising space).

To upgrade your contribution to the fund, please email emilie.despois@fineandcountry.com before Monday 17th December, 4pm. Details of the national advertising schedule will then be shared with the network. Please note if notification is not received before this date, your contribution will remain as it is currently.

Thank you all for you continued support of the brand and the national advertising campaign and our very best wishes to you all for Christmas and the New Year.


Categories: General


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