Marketing to the millionaires
Recently we reported that Montgomeryshire had come onto the radar for the rich and famous looking to invest in large properties.
Our property expert, Tom Carter of McCartneys, took a trip to London recently and has reported back from Park Lane where high end local property are being marketed to the millionaires.
“McCartneys Fine & Country market top end homes, individual and specialist property, and country homes throughout Mid Wales from the coast to the borders and when advising potential clients of the unique services that we offer, I always discuss the huge significance of our Fine & Country head office located on London’s prestigious Park Lane.
Far from a marketing gimmick, the office is tangible. It is very real and everything about it is designed to achieve a sale on your home, from its imposing presence on Park Lane to the dedicated, highly qualified team who occupy it.
McCartneys Fine & Country do not just sell bricks and mortar, we also sell the lifestyle that accompanies the property. The discerning home hunter, seeking a certain calibre of property which offers a certain lifestyle will be drawn to a certain calibre of agent and where better to begin their search for that perfect home, weekend retreat or country pad than arguably one of the most prestigious addresses in the UK, if not the world, Park Lane?
The office really is a fundamental part of the McCartneys Fine & Country service and after my latest visit I thought I should attempt to bring to life for you this most magnificent hub of activity that I wax lyrical about so passionately.
It is shortly before 10am and for me, as always, the Fine & Country experience begins before I even set eyes on the office itself. Whether approaching 119–121 Park Lane from the stunning Marble Arch to the North, or from the South, flanked by Hyde Park, you cannot help but be impressed by the numerous, luxury five-star hotels and high end car show rooms boasting the likes of Aston Martin and Bentley.
The walk along Park Lane tantalises the imagination and turns thoughts and dreams to those of affluence and grandeur.
On reaching Fine & Country headquarters, the quality of the property on offer in the window and the way in which it is presented is arguably even more eye catching than the bright yellow Lamborghini in the show room next door. With over 300 offices worldwide and more UK property for sale over £400,000 than any other agent in the country, the selection on display is nothing short of stunning.
My eyes cannot help being drawn to the striking displays and I am delighted to find that, as always, there is a good selection of my own clients’ properties from Mid Wales in the window.
Entering Fine & Country Park Lane, I am treated to the usual, spirited greeting from Angela O’Hara. A warmer welcome you could not wish for. Nothing is too much trouble and she does everything she can to make any visit a memorable one and to help you achieve exactly what you are there to do. To say that Angela’s Customer service skills are second to none does not do her justice.
The morning is filled with training on the latest marketing possibilities and IT services on offer through Fine & Country and I have no doubt that what I am learning will further improve the service that I can offer my clients.
During the afternoon I am able to put a face to a name and meet the person behind a voice that I talk to almost daily. I am introduced to Sam Callow who joined the Park Lane team earlier this year to manage the Fine & Country referrals system. The system is in place to enable Fine & Country agents to match the properties that they are marketing to registered Fine & Country buyers from all over the UK and indeed worldwide.
With the vast majority of purchasers of unique, luxury homes, individual and specialist property and country homes throughout Mid Wales coming from more affluent areas of the UK and in particular the South East, the referrals system and day to day contact with Sam is invaluable to us.
Whenever I visit Fine and Country headquarters I like to gain an insight into the London market as whatever happens in the South East has a direct impact on what we see in Mid Wales. I am therefore glad to find time to speak to Julian Lilley who heads up the agency business at Park Lane.
Despite the time of year and the recent inclement weather, Julian tells me that he is still busy. This is confirmed throughout the day as I witness firsthand the huge amount of activity both on the phones and in terms of footfall into the office. I can’t help but wonder how many of these people are looking to migrate to Mid Wales? Which one of these people might become the purchaser of your home?
The day has been a huge success for me and thanks to central London rush hour traffic, the drive home gives me more than enough time to digest the events of the day.
Working out of our London office for the day reaffirmed to me that McCartneys Fine & Country reach the markets that other agents cannot reach, providing our clients with local knowledge and access to national and international buyers. It gives me great pride to know that there is no other agent in our area who can offer their clients such an incredible, unique service and the opportunity to expose their property directly to their target market. Selling special property without doubt requires a special service.
My next visit to Fine & Country Park Lane will be early in 2013 to take over the office for the day and hold a property exhibition showcasing all of the Fine & Country properties that we are marketing throughout Mid Wales to the London market.
Advertising to publicise the event will be taking place locally, regionally, nationally and internationally throughout the 300 worldwide offices and in publications such as the Sunday Times and Telegraph. I hope for a great turn out of potential buyers from the South East and even further afield and would be delighted to talk to you about including your property in this truly exciting, high profile exhibition.
For further information about McCartneys Fine & Country and for the opportunity to have your home showcased in the 2013 exhibition in the Park Lane office contact: Tom Carter on 01938 531 006 or 07855 834 282
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