Fine & Country News Page

News Bulletin: Network Updates


In this newsletter, you can see this month's fantastic PR and web reports, network updates and this year's Christmas campaign, which is a great way to encourage your customers to put their homes on the market before the Christmas break. 

The Fine & Country TV advert is only running for another 2 weeks, until 31st October, and is a fantastic marketing tool to promote to your customers, so make the most of utilising the campaign that has been created for you. 

We would like to congratulate Fine & Country South Africa who has won the Highly Commended Award in the Real Estate Agency Marketing category at the International Property Awards for Africa and Arabia. This is a fantastic achievement for their first entry into the renowned competition. 

Finally, save the date for the Annual Conference, Friday 27th January 2017. This is sure to be another fantastic event with informative presentations and expert advice from qualified marketing, advertising and IT strategists in the line up. Not to forget, the winners of the coveted Fine & Country Awards will be announced in the day amongst other exciting, interactive activities.

NB: the login details for the Horse & Hound website have changed. Please note that the login details are now:
equestrianproperty@fineandcountry.com
Password: fineandcountry
Discount code: FINEPROPDISC



Fine & Country TV advert - 2 weeks left

The Fine & Country advert is only running for another 2 weeks, reaching a larger audience as the relaunch has been aired further. Over the past two months, the advert has been seen on More 4, Home, 4oD, Drama and Yesterday.

 

Click here to see the rest of the schedule. Please note that some timings are subject to change as channels schedule their programmes only a week on advance.

 

The TV advert will serve to increase valuation requests and instructions from prospective vendors looking to benefit from the effective and wide reach of this impactful advertising medium. To maximise engagement with the TV advert, don't forget to use the campaigns available on the members' hub.  

 

 

 

 

Click here to download the 10s version.

 

Click here to download the 30s version.

 

The 30s version of the advert will still be available on the Fine & Country website and on our YouTube channel.

 

Tips on how to promote the TV campaign

Our agents share some tips and ideas:  

1. Tell your current sellers - the TV advert is a benefit to the brand, people won't want to leave when they know their home could get the best exposure with Fine & Country.
 
2. Attract attention - September always sees a boost in the market, start sending materials out now to attract people's attention to choose Fine & Country over other agents.
 
3. Steal attention - Those who may be seeking another agent after the 12 weeks can see we offer more than other agents.
 
4. Use the hashtag - Remind people of the hashtag #bestsellerhome. You can start using it as a countdown on your social media to promote the return of the TV advert.
 
5. Press Release - Send a press release to your local newspaper - 'TV success repeated' - Due to the success of their TV advertising campaign earlier this year Fine & Country will be repeating their ‘best sellers’ advert on Channel 4 (the property channel).
 
6. Send the campaign DM card to all properties for sale locally (above £400,000).

7. Utilise all items available to you on the members’ hub.

 

8. When customer call you for a valuation, ask them if it is because they saw the TV advert. Even if the customer answers no, it tells them that we are advertising on TV and could make a difference in their decision making process. 


9. Don’t forget to also mention that Fine & Country is adverting on TV during valuations, it might again make a difference and place you above the competition.

 

 

 

 

You can download the press release here

 

 

 

 
 

The Campaigns

 

Please email studio@fineandcountry.com if you want to personalise any of the items below.

 

 

Direct mail and canvassing cards

 

The canvassing cards can be distributed at your leisure to potential customers whilst the direct mail cards will allow you to reach a targeted socio-demographic segment of the population within your area, maximising the success of the campaign.

 

Click here to view the examples

 

 

 

Click here to view the examples

 

Window Cards

 

Ready for you to print and place in your window, these window cards are a free and easy way to advertise Fine & Country’s international network.

 

A4 window card

 

   

 

 

A3 window card

 

 

 

   

 

 

Click here to view the A3 window card.

 

Newspaper Banner Ad

 

 

 

 

 

Email Footers

 

Place this under your standard Fine & Country email signatures and link it to the Fine & Country website.

 

 

 

 

 

 

 

 

Alternatively, you can now have your own bespoke hmtl footer with links to the website, Fine & Country social media channels and current campaigns. The footer will be automatically updated for each campaign. To request the footer, please email garry.harris@fineandcountry.com.

 

 

Mini-mags

 

We have created mini-mag covers for you to use.

 

 

 

 
 


Rightmove Local Homepage Banner


 

 

 

Emailer

 

An emailer has been created for you to send to your entire database of prospects.

 

 

 >Click here to open the link (open in Internet Explorer – Chrome and Firefox do not support this)

 

 

 > Click here  to open the link (open in Internet Explorer – Chrome and Firefox do not support this)

 

 

 

Click on File > Send > Page by email Set the ‘To..’ address as your own, enter the target email addresses in the Bcc box Ensure you customise your HTML mailer with your office's contact details.If you would like to personalise any of the collateral above, please email studio@fineandcountry.com or call 01223224304

 

 




 
 
 
 



Christmas campaign

This year's Christmas campaign is now ready for you to use to engage buyers and sellers interest before the New Year rush. 
 
> Direct Mail and Canvassing Cards
 
The direct mail and canvassing cards will be available for you to order on the Fine & Country Digital Hub by the end of the week. These canvassing cards can be distributed at your leisure to potential customers whilst the direct mail cards will allow you to reach a targeted socio-demographic segment of the population within your area, maximising the success of the campaign.
 
     
 

Click here to view the example.
 
 
> Window Cards

Ready for you to print and place in your window, these window cards are a free and easy way to promote starting the buying and selling process of moving home before the New Year rush. 
 
A4 window card
 
 Click here to view the A4 window card
 
 
A3 window card
 
 Click here to view the A3 window card.
 
 

> Newspaper/Magazine Advertisement
 
For changes to artwork, please contact the Studio on studio@fineandcountry.com or call 01223 361 720.
 
Newspaper Banner Advert
To see example please click here.
 
 
 
> Magazine Full Page Adverts
 
To see example please click here.
 
 

> Email footers
 
 
Place this under your standard Fine & Country email.
 
Please click here  to download.
 
 
 
> Mini mag covers
 

We have created a mini mag cover for you to use. Click here.
 
 

> RightMove Local Homepage banner
 
Please click here to download.
 
 
 
> RightMove microsite mid-page advert
 
Please click here to download.
 
 
 
> Emailers

An emailer has been created for you to send to your entire database of prospects.
 
 
> Click on the image above to open the link (open in Internet Explorer – Chrome and Firefox do not support this)
 
> Click on File > Send > Page by email
 
(If ‘File’ is not on your menu options, put your mouse pointer in the grey menu strip at the top of Explorer, click the right mouse button and click ‘Menu Bar’)
 
> Set the ‘To..’ address as your own, enter the target email addresses in the Bcc box (you may need to click the ‘Cc..’ button first, to get the ‘Bcc..’ option).
 
> Ensure you customise your HTML mailer with your office's contact details.
 
> Send

If you have any questions, please contact the Fine & Country studio on 01223 361 720 or email studio@fineandcountry.com
 
 



We have news from the Media Centre

The Media Centre have had a another great month where circulation and pitching has increased. Social Media has also remained strong, where we consistently look for new content to increase interaction. 

 

EAV

Total EAV this month is £566,571. We were featured a total of 115 times and continue to achieve strong coverage in a variety of publications including The Sunday Times, The Metro, The Daily Mail, The Daily Telegraph, The Week, The Times and Saturday Express magazine.

 

 

 

Circulation

This month circulation was 24,128,496 compared with 22,348,694 in August and is also 1,037,743 higher than in September 2015.

 

 

 

Online Coverage (MUU)

MUU was 1,053,437,362 in September with coverage in The Times, The Metro, and international websites. 

 

 

SOCIAL MEDIA

 

 

TOTAL FOLLOWERS September: 8,635   (Aug: 8,221)  

• We had 414 new followers this month.
 
• Top tweet was the Cake Competition with 363 re-tweet, 114 likes and 88 replies

• We continue to tweet a mixture of properties on the market, property news, Fine & Country news, lifestyle and interior tweets.

 

 

 

TOTAL LIKES September: 6,094 (August: 5,821)

• Our posts continue to receive a strong number of likes and shares. We are seeing an increase in people tagging their friends in posts too which increases the reach of each post.

The most successful posts in September:

• Top reach: Give your home a seasonal makeover with these on-trend tips from interior designers (18,732 reach).

• Most engaging post: Property of the day: The Laurels, Broadleaf Grove, Welwyn Garden City, AL8. (31 reactions, 661Post Clicks). 

• Top 5 most engaged posts: Property of the day: The Laurels, Broadleaf Grove, Welwyn Garden City, AL8 (9,150), Britain's prettiest autumn villages (3,732), Congratulations to the winner of our afternoon tea competition (1,155), Fine & Country TV advert (1,156), Top 10 holiday homes for sale across the world (872).
 

 

 

• Number of followers in September 1,992 (August 1,931)

• Most clicked on post: For sale: Top 10 conversions from pubs to post offices (28 Clicks). 

• Most impressions: Take a sneak peek of our new Fine & Country advertisement. We showcase some of the finest homes across the UK (1,317 impressions).

• Most engaging post overall: 10 questions to ask an estate agent before signing a contract (3.06%). 

• We have increased corporate content on LinkedIn to attract potential licensees and industry experts.

 

 

If you have any interesting anecdotes or story angles to share about the properties you are associated with do not hesitate to contact the Media Centre on 020 7409 8402 or email mediacentre@fineandcountry.com

 

 

 



Website performance report

The Fine & Country website is being consistently reviewed and improved, aiming to drive traffic and increase valuation requests. Recently, we have introduced a 24/7 online chat and an instant valuation tool to improve our online offering to our customers and increase valuation requests.

 

Audience Overview 

 
> There has been an increase in the overall number of visits to the site since September 2015. The total number of sessions has increased to 209,324, an increase of 15.82% over last year (when the number was 180,731)

> Likewise, the number of users has increased by 20.65% since 2015
 
 

 

Geography

 

It is interesting to see that the volume of traffic from the United States has increased since Brexit (form 1,800 visitors in May to 2,728 in August). 

 

 

 

Devices

 

> Desktops account for 41.78% of visits, tablets 23.94% & mobiles 34.28%


> There was a significant increase in the proportion of mobile sessions which increased far in excess of the proportional increase in visitors. Mobile visits increased 25.95% compared to September 2015


> Desktop traffic is up 0.48% compared to a year ago

 

 

Demographics

 

> The most engaged group is the 55-64 age range (5 pages per session & average session duration of 5m 10s)


> The 45 - 54 age group provide the largest volume of visitors (22,358)

 

 

 

 

 Social

 

> Facebook is the biggest generator of social traffic with 22,475 visits in September. This is a significant amount of traffic whose trend is increasing


> There were over 260% more sessions via social referral compared to last year which is a significant increase. Most of this seems to have been generated by an increase in Facebook traffic


> Twitter’s traffic increased from 258 in September 2015 to 1,319 visitors in September 2016


> LinkedIn traffic increased from 62 in September 2015 to 335 visitors in September 2016

 

 

 

 

Yomdel Live Chat 

 

Below are the figures we have received from the Live Chat service on the website for September.

> Lead Opportunities 264 including:

  • Seller 109 41%
  • Landlord 8 3%
  • Buyer 144 55%
  • Tenant 3 1%

> Leads received out of office hours 102 40%
> Customer Satisfaction 92%
 

For more information on this report please email mediacentre@fineandcountry.com 

 



30% commission from IFX

We are pleased to announce that IFX, the provider of our new Fine & Country Foreign Exchange service, has increased the commission offering to all agents to a 30% profit share. This is to ensure that you are able to generate a significant additional stream of revenue out of this service and that Fine & Country Foreign Exchange becomes successful thought-out our brand. They are also offering varying implementation structures, some of which will ensure minimal disruption to the everyday processes of your businesses.

So, please welcome Yvonne and her colleagues over the next several months, as they tour through the global Fine & Country network or wish to schedule introductory calls.
 
If you have any questions about the Foreign Exchange services don't hesitate to contact Yvonne at ypexton@internationalfx.com
 
 
 
 

Just a reminder about the recent Fine & Country Foreign Exchange campaign we have created, which you can use to promote the service to your existing and potential customers. 
 
> Direct Mail and Canvassing Cards 
 
The direct mail and canvassing cards are available for you to order on the Fine & Country Digital Hub. These canvassing cards can be distributed at your leisure to potential customers whilst the direct mail cards will allow you to reach a targeted socio-demographic segment of the population within your area, maximising the success of the campaign.
 
Click here to view the full example
 
> Window Cards 
 
Ready for you to print and place in your window, these window cards are a free and easy way to advertise Fine & Country's Buyers' Database.
 
A4 Window Card
 
 Click here to view the example 
 
A3 Window Card 
 
 
Click here to view the example
 
 
< Newspaper/Magazine Advertisement 
 
Newspaper Banner 

 
View both examples here
 
> Magazine Full page Adverts 
 
 
View the example here
 
> Email Footers 
 
Place this under your Fine & Country email. 
 
 Download here 
 
 
> Mini Mag Covers
 
We have created a mini mag cover for you to use.
 
Click here to view the full option
 
 
> Rightmove Home Page Banner 
 
 
Download here
 
 
You can link the email footer to: http://www.fineandcountry.com/uk/foreign-exchange
 
> Rightmove Mid Page Advert 
 
 
Download here
 
 
> Emailer 
 
An emailer has been created for you to send to your entire database.
 
 
 
> Click on the image above to open the link (open in Internet Explorer – Chrome and Firefox do not support this)
 
> Click on File > Send > Page by email
 
(If ‘File’ is not on your menu options, put your mouse pointer in the grey menu strip at the top of Explorer, click the right mouse button and click ‘Menu Bar’)
 
> Set the ‘To..’ address as your own, enter the target email addresses in the Bcc box (you may need to click the ‘Cc..’ button first, to get the ‘Bcc..’ option).
 
> Ensure you customise your HTML mailer with your office's contact details.
 
> Send
 
 
You can also download the press release here

If you have any questions, please contact the Fine & Country studio on 01223 443 906 or email studio@fineandcountry.com 
 
 



TPO update: 'portal juggling'

 
***Property Industry Eye Article***

The Property Ombudsman is to issue updated versions of all its Codes of Practice in order to address emerging industry issues, primarily ‘portal juggling’.
 
The practice involves the manipulation of property portals. TPO said today this misleads consumers by removing and re-listing homes on the portals, enabling agents “to hide price cuts and give the impression a property is new to the market when it is not”.
 
TPO’s new Code will say: “All advertisements must be legal, decent, honest and truthful in accordance with the British Codes of Advertising and Sales Promotion and Direct Marketing.
 
“Manipulating internet portals (and other channels of marketing) to give the impression a property is new to the market, when it is not; inflating your market share by listing properties multiple times; listing properties that are not currently available to buy; or claiming to have sold a property which was sold by another agent; is misleading.”
Other revisions to the Codes will include:

> Disclosure on pre-contract deposits – to clearly define the actions required to ensure all parties involved in a pre-contract deposit arrangement have agreed to the terms and conditions attached to the payment.
> VAT on fees – to ensure all fees and charges are quoted inclusive of VAT.
> Disclosure of referencing – adding the provision that landlords receive all relevant facts, regardless of whether the tenant has met or failed to meet the referencing criteria.
 
Gerry Fitzjohn, chairman of the TPO board, said: “The decision was taken to carry out a full review of the Codes to reflect market developments and provide clear definitions of unfair practices.

“Our Codes already state that all advertisements must be legal, decent, honest and truthful, but now go one step further to clarify that ‘portal juggling’, in its various forms, is misleading to consumers.

“Evidence of member agents found to be carrying out such poor practice could be reported to the Disciplinary and Standard’s Committee, NTSEAT and/or local Trading Standards.”

Ombudsman Katrine Sporle will apply the new Codes when reviewing consumer complaints about events that have occurred after October 1.

TPO’s clampdown follows clarification last month from the industry regulator, the National Trading Standards Estate Agency Team, that portal juggling is fraudulent, illegal and could lead to prosecution, criminal records and/or industry bans.
 
 
To view the full article and comments click here.
 



Risk and compliance solutions

The Risk and Compliance agenda has had a relatively quiet September but there are a few things which are worth mentioning in this October update.

Consumer Protection from Unfair Trading Regulations (2008)

Whilst the number of cases being reported is low, there is evidence to suggest increased activity by Trading Standards Teams. The last reported case resulted in at £7,500 fine to an agent. It is really important that you are able to demonstrate that the information you provide about a property is accurate and not misleading, nor does it omit any fact which may impact a potential buyers transactional decision – remember that these regulations also apply to Lettings, something often overlooked. Question to ask yourself and your team – what does your due diligence look like?

Letting Agents Fees and Charges

There is still much publicity about fees charged to Landlords and tenants by agents. It is reported that a Private Rented Sector Affordability and Security Group has been set up by the Government to investigate the costs for private tenants. Whilst none of us have a crystal ball to predict the outcome of this, agents can help by ensuring full transparency. All fees and charges likely to be charged to a landlord or a tenant during the course of the tenancy should be displayed in a prominent area in each branch where a Lettings service is provided, and on your website. Remember in accordance with the Consumer Rights Act these charges must be displayed as inclusive of VAT, must provide details on your redress scheme and should also provide details of any money protection scheme which your firm belongs to.

Immigration Act 2016

Whilst we have just about got used to the regulations under the Immigration Act 2014 which introduced the Right to Rent scheme from 1st February 2016 (unless of course you were in the pilot areas), then the Immigration Act 2016 will hit your branch – more information to follow, but basically it does not look as though it will mean any changes to the way you currently confirm an occupiers right to rent a property in the UK. From reading the information the Act will (1) make it more difficult for people to rent a property in the UK that have no right to do so; (2) will crack down on rogue landlords and agents who are potentially abusing the current system; (3) make legislation easier for landlords to commence with eviction proceedings for illegal occupiers and (4) create a new criminal offence for rogue landlords and agents who repeatedly fail to carry out right to rent checks or fail to take steps to remove illegal migrants from their property. We will continue to keep a close eye on this and keep you updated

4th European Money Laundering Directive

Despite ‘Brexit’ we still have a legal obligation to comply with any European law until we know more about our exit from the EU and the implication on any European laws. This is currently out for consultation and whilst the regulations contain a number of proposals across a number of business areas – the ones of interest to us are (1) Potential professional and self-regulatory body supervision and (2) Estate Agents meaning to potentially be extended to include Letting Agents - both of these will have an impact on all Estate Agents. We will continue to monitor the consultation, keeping you updated on any changes and what these mean to you.


If you want more information about the issues mentioned in this newsletter or wish to have more information on the Compliance service then contact your regional representative or me directly at paul@pauloffley.co.uk



Network news

Here are the most recent updates from some of our Fine & Country offices around the globe. 
 

Fine & Country South Africa Marketing Team are award winners
 
South Africa has most recently won an award upon its first entry in the International Property Awards, in the category of Real Estate Agency Marketing South Africa. This is a fantastic accomplishment and accolade for the Johannesburg based Studio. Also, with it being Fine & Country South Africa’s 10th anniversary, they decided to make their first entry.
 
The team say they were 'elated' that their marketing materials were of an international standard good enough to receive this award. From a huge pool of local entries, only 4 South African agencies won in this particular category.
 
 
You can see the full article here.
 
The Fine & Country TV advert made it to South Africa!
 
Wondering how the Fine & Country TV advert translates in afrikaans? Fine & Country South Africa has utilised the TV advert which sponsors DEKAT's, a lifestyle TV programme, where Linda Erasmus has also been interviewed on the show. You can see the episode here
 
 
 
Recent and upcoming Fine & Country openings
 
Launch party in Chepstow
 
At the end of summer Fine & Country Chepstow had a launch party where they celebrated the opening of the new office in Wales. It seemed they enjoyed a few Pimms and sweet treats. 
 
 

Launch of Fine & Country Birmingham
 
Later this month, the exquisite Mailbox office will be launching on 29th October, where the Lord Mayor of Birmingham will be attending and cutting the ribbon. A champagne and canapes reception will be served to visitors as they enjoy the newly designed office.
 
Additionally, guests will be able to experience some innovative 3D Virtual Reality tours of properties on the market with Fine & Country. After the event, there will be photos of the new office sent around the network. 
 
You can see the press release for the new Fine & Country office launch here