Tailor-Made Marketing

NOT ALL ESTATE AGENTS ARE THE SAME

32

SHAPING OUR ADVICE AND MARKETING AROUND YOU

Buyer. Time. Price.

Whilst we understand the challenges of moving, we need to consider the design and marketing strategy that works best for you, your plans and your property.

Lauristons understand the demographic of their market place, the different buyer profiles and behaviours inherent in each price range, postcode and property style. We know what makes our buyers tick, from when they start their search to when they are ready to commit. We know how they search, what motivates them and most importantly why they make the choices they do.

However, every vendor and buyer match is unique and we must design the marketing strategy around each individual instruction we receive.

Not all estate agents are the same. Not all marketing strategies are the same.

Lauristons are proud of their innovative approach and enjoy the prospect of designing and delivering a tailored strategy that finds you the right type of buyer at the right time; gets you moved when you want to move and maximises the price of your property.

After more than two decades of moving people in South London we know what works and when.

QUALIFIED &

REGISTERED

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OUR EXPERIENCE, YOUR CHOICES

HIGH QUALITY

110,000

BUYERS

TRANSPARENCY

&

COMMUNICATION

500,000

outgoing phone

calls made annually

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54

Strategy • Initial consultation

• Agree price

• Target buyer profile

• Understand time frame

• Define process

• Select marketing

Pricing • Market knowledge

• Understand the competition

• Measure buyer confidence

• Establish precedent

• Qualify ambition

• Test the market

Process • Agree and co-ordinate presentation

• Routes to market

• Measure response and revisit

• Viewing strategy

• Chain management

• Communication

• Legal and financial

Marketing • Launch home through marketing channels

• Print

• Online

• Face to face

• Local

• CRM

• Database

• Network

MARKET DYNAMICS AND BUYER BEHAVIOUR

THE MARKETING PROCESS

76

0% 5% 10% 15% 20% 25% 30% 35% 40%

40%

17%

7%

4%

3%

5%

24%

120 Days

60 Days

30 Days

21 Days

14 Days

7 Days

24 Hours

Buyer profiles 11% Buy to Let

16% Selling locally

6% Selling outside SW London

42% FTB/Rented

8% Cash

3% Developer

3% Completed

3% Let to Buy

5% 2nd Home

3% Other

0% 5% 10% 15% 20% 25% 30% 35% 40%

40%

17%

7%

4%

3%

5%

24%

120 Days

60 Days

30 Days

21 Days

14 Days

7 Days

24 Hours

Enquiry source

2% For sale board

80% Online

17% Walked into office

1% Other

PRELIMINARY ONLINE RESEARCH

0% 5% 10% 15% 20% 25% 30% 35% 40%

40%

17%

7%

4%

3%

5%

24%

120 Days

60 Days

30 Days

21 Days

14 Days

7 Days

24 Hours

BUYER DEMOGRAPHIC

98

Refine

Market Research

Extend

View

Secure Property

Fine Tune

Move

Prior to registering with anestate agent an average buyer

spends 120 days researching

The buyer refines their chosen location,accommodation requirements and price

Buyers typically re-evaluatetheir budget by 10%

Buyers typically view 18 propertiesbefore they make their first offer

15% buyers are not financially prepared when they make their first offer

Secure PropertyTypically buyers do not pay a reservation deposit

Buyers have not appointed a solicitor at the time of having their offer accepted

Typically two thirds of buyers make it to exchange of contracts

Fine Tune

Offer made

Every Lauristons buyer is financiallyassessed by our CeMAP Financial

Advisor before any offer is presented

Lauristons buyers paya reservation deposit

to the vendor

Every buyer when they register withLauristons receives a quote from Lauristons

conveyencing in order to get them legallyprepared on a no move no fee basis

Typically 85% of Lauristons buyers make it to exchange of contracts

Other agents

Lauristons

Buy outside the area

Buyers typically pay

than their initial budget10%

MORE

Buyers refine location (Transport links, Schools)UNDERGROUND

Buyers seek lifestyle choices

+ Buyers start out looking to discard properties, searching logically before becoming emotional

achieve 80% of their initial criteria87%

OF BUYERS

Typically

£ 10%>

Typically 99% of buyers choices are emotional not financial.

The majority of our buyers compromise on at least one component of their wish list.

THREE TYPICAL BUYER JOURNEYSBUYER BEHAVIOUR

1110

IMPORTANCE

OF PRICING

Market knowledge

Understand the competition

Measure buyer con�dence

Establish precedent

Qualify ambition

Test the market

No.

Pric

e is the No.1 influence

on

buyer behaviour

1

• A detailed understanding of the local market dynamics is essential in getting the price right

• It is crucial to know every property that we are competing with so we choose the right pricing strategy

• Understanding buyer confidence is key to delivering the best price

• Know what has sold recently, its composition, for how much and when

• Ambition must be tempered with priorities

• However, if priorities allow, test the market

On average, Lauristons achieve 4.6% higher prices through our negotiations.

Thames

Putney

Richmond

Battersea

BalhamWimbledon

Kennington

Merton Park

THE NEGOTIATION FACTOREFFECTIVE PRICING STRATEGY

1312

MARKETING OVERVIEW

RIGHT TIMERIGHT BUYER

£RIGHT PRICE

31JULY

All members of our team engaged

Understand buyerprofile & behaviour

Defineprocess

QualifyPriorities

Select MarketingChannels

Print

Database

CRM

Online Face to face

Local

Set pricingstrategy

Co-ordinatepresentation

Cutting edgetechnology

Measureresponse

Createurgency

OUR STRATEGY FOR MARKETING

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Professional Photography• 8 selected photographs taken by our professional

photographer for use in your printed brochure and online

• Full colour high resolution• Crucial for all properties coming to market• Increases click through rate (CTR) online

Mobile• Lauristons understand the prevalence of mobile technology

and have developed the lauristons.com mobile site to make finding your property online even easier

Floorplan• A detailed floorplan is key, likelihood of your

property being viewed on the internet is significantly improved with the inclusion of a floor plan

• Improves quality of viewings

• Buyers emotionally move in

• Professionally prepared by specialist company

Copywriting• Facts not flowery prose• Simple, honest and to the point• Catch the buyer’s attention

LETS START WITH THE BASICS

LOWER GROUND FLOOR GROUND FLOOR

FIRST FLOOR

Whilst every attempt has been made to ensure the accuracy of the floor plan contained here, measurements of doors, windows and rooms are approximate and no responsibility is taken for any error, omission or misstatement. These plans are for representation

purposes only as defined by RICS Code of Measuring Practice and should be used as such by any prospective purchaser. Specifically no guarantee is given on the total square footage of the property if quoted on this plan. Any figure given is for initial

guidance only and should not be relied on as a basis of valuation.

Copyright nichecom.co.uk 2014 Produced for Lauristons REF : 631189

APPROX. GROSS INTERNAL FLOOR AREA 2113 SQ FT 196.2 SQ METRES

Cottenham Place, London, SW20

Storage10'11 (3.33)x 8'1 (2.46)

Bedroom 214' (4.27)

x 10' (3.05) max

Storage10'1 (3.07)x 5' (1.52)

Kitchen

Reception Room20'6 (6.25)

x 9'11 (3.02)

Terrace

Kitchen17'8 (5.38)x 10' (3.05)

Reception Room20'5 (6.22)

x 11'4 (3.45)

Balcony

Bedroom 111'6 (3.51)

x 11'5 (3.45)

Dressing Area8'10 (2.69)x 6'9 (2.06)

Bedroom 410'1 (3.07)x 8'2 (2.49)

Bedroom 310'7 (3.23)x 8'2 (2.49)

Up

Up

Dow

n

Down

Landing

Viewing is strictly through the owners Lauristons Wimbledon Sales Office 66-68 Wimbledon Hill, London SW19 7PA Tel: 020 8946 9468 Fax: 020 8946 9465 Email: [email protected]. For clarification we wish to inform potential purchasers that we prepared these particulars as a general guide. We have not carried out a detailed survey, nor tested the services, appliances and specific fittings. Lease details, where applicable, must be confirmed by your solicitor. Carpets, curtains, gas fires, electricla goods/fittings or other fixtures, unless expressly mentioned, are not included in the sale of the property. If there are any important matters which are likely to affect your decision to nuy please contact this office and we will be pleased to check the information for you before viewing the property. Please note that room sizes are quoted in meters to the nearest tenth of a meter on a wall basis. The imperial equivalent is only intended as an approximate guide for those not fully conversant with the metric measurements. All measurements have been taken using a sonic tape measure and therefore may be subject to a small margin of error.

lauristons.com

Wimbledon Office 66-68 Wimbledon Hill, London, SW19 7PA Tel: 020 8946 9468 Fax: 020 8946 9465 Email: [email protected]

Brochures & Window Cards• Professionally prepared high gloss

400gsm brochures and window cards approved by you

• Floor plans, photographs and EPC

• Provided online, at open houses, viewings, in branch and sent to local database

Absolutely Magazine• 55,000 copies printed

– delivered to AB households across south west London.

• Copies also delivered to estate agents and businesses including dentists, doctors, spas, salons etc

For Sale boards • 24/7 visibility

• Professionally designed to stand out from the competition day and night

• Exploits our local market place

Victorian mid terrace house located in central Balham retain-ing many of its original features including original fireplaces, sash windows and cornicing. The accommodation offers on the ground floor two reception rooms, modern kitch-en breakfast room and a utility/ shower room, the first floor boosts a master front bedroom, three further bedrooms, bathroom and a separate cloakroom. Outside there is a good sized garden.

Property Details

Balham 120 Balham High Road, London, SW12 9AA Tel: 020 8772 9373 Fax: 020 8772 9377 Email: [email protected]

lauristons.com

Wontner Road, Balham SW17 7QT Guide Price: £1,100,000 Freehold

• EPC EER F • Victorian Mid Terrace House • Host of original features

• 30ft Enclosed Rear Garden • No Onward Chain • 0.2 Mile of Balham Tube

Balham 120 Balham High Road, London, SW12 9AA Tel: 020 8772 9373 Fax: 020 8772 9377 Email: [email protected]

4 2 2

“A simply stunning four double bedroom semi-detached Victorian Villa located within this highly desirable residential cul-de-sac 0.3 miles from the mainline BR & District Line tube station, moments from a wide range of shops, bars & restaurants and approximately 0.5 miles from Wimbledon village. Having been developed to a high specification throughout, this spacious family home boasts a beautiful extended kitchen/ family room with bi-fold doors, leading onto the landscaped rear garden. Off road parking, under floor heating throughout the ground floor and with the benefit of a down stairs WC and separate laundry room, we feel this property will make an excellent family home.”

ONE BRAND, 17 TITLESEach Absolutely title is in tune with its area. For readers, the magazines offer interesting, relevant and inspiring editorial celebrating their area; for businesses, the titles present an unrivalled opportunity to be seen in the homes of local customers.

LOCAL TITLES OF NATIONAL QUALITY

ABSOLUTELY MAGAZINESAbsolutely’s six magazine groups each consist of an editorial team, a design team and an advertising team. Within the groups, titles are localised further, taking village publishing to a deeper level by creating content that is sophisticated and relevant to every reader.

LONDON COVERED

1716

UNIQUELY LAURISTONS

Lauristons.com• One of London’s leading property websites

• 12.5 million hits per annum

• 34,500 hits per day

• 2.1 million visitors per annum

• 7,200 visitors per day

• Lauristons.com features on page one of google search for all locations

My Lauristons• Buyers receive instant property alerts

for every new instruction

• The system operates in real time and keeps buyers updated when criteria changes

Customer Relationship Management• Our CRM includes personalised newsletters,

market reports and intelligence

• Separate platform integrates with customer database and allows targeted messages to audience

• Monthly newsletter includes topical articles, market reports and intelligence which readers can personalise

Reservation deposits• Typically sales can be secured with a non

returnable £999 reservation deposit (subject to terms and conditions)

• This provides the seller with the security and peace of mind

• Financial commitment from buyer on day one

OUR UNIQUE TOOLS

From: Lauristons e-news [email protected]

Subject: [Test of HTML] Autumn News

Date: 1 October 2014 11:25To: Sarah Hopgood [email protected]

Autumn News

Welcome to Lauristons Autumn Newsletter.

Lauristons' experience in the property market in South West London stretches over two decades. In addition to

residential sales and lettings, we are proud of our well established property management and land and new

homes departments. We opened our doors in August 1994 and in that time have built many long-lasting

relationships within our communities.

We hope you enjoy reading this newsletter. We have included something for everyone; from delicious autmnal

recipes to what's on in the local area, as well as behind the scenes at Lauristons during our 20th anniversary

year.

You are receiving this email because you have subscribed or your contact details are on our database. We

publish our email newsletter periodically to a update you with our latest news, articles concerning the property

market, as well as other announcements that we are sure will be of interest. If these are not of interest to you,

simply update your preferences (found in the menu bar).

Wimbledon Warriors

Lauristons are very pleased to

announce that they are now supporting

the Old Wimbledonian RFC Warriors;

the mini and junior teams at Old

Wimbledonians. More...

Climbing Every Mountain

Lauristons' Land and New Homes

Director, Darren Baker, recently

completed the National 3 Peaks 24

Hour Challenge in 23 hours and 33

minutes More...

Community notes: 20 things to

do in South West London this

Autumn...

Looking for things to do with friends

and family in the local area this

Autumn, then have a read of our

exciting finds. More...

Market Information

First-time buyers in London are putting

down a record £64,000 average

deposit to get on to the property

ladder. More...

If this email does not display properly, click here to view it in your web browser.

To guarantee delivery of this email please add this email address to your address book and safe senders list.

Send To a Friend | Unsubscribe | Preferences | Share

New Homes Reservation Form Confirmation of Reservation, Subject to ContractPlease read the ‘Notes for Prospective Purchasers’ overleaf and request or download a copy of the Consumer Code for Homebuilders

DEVELOPMENTPLOT NO. DATE

PURCHASE PRICE (in figures & word)

SPECIAL CONDITIONS OF PURCHASE

EXCHANGE OF CONTRACTS DUE BY (typically 21 days after receipt of draft contract)DEPOSIT DUE ON EXCHANGE OF CONTRACTS

PURCHASERS DETAILS FIRST PURCHASER SECOND PURCHASERTitle & First Name

Surname

Address

Postcode

Daytime Tel

Evening Tel

Mobile

Email

Is your purchase an investment or for occupation?

PURCHASERS CIRCUMSTANCES

Do you have a property to sell? YES/NO What size mortgage do you require? %If Yes, is it – Have you already arranged your mortgage? YES/NOSold with contracts exchanged? YES/NO If yes, name and branch address of your proposed mortgage lender:Under offer? YES/NO

Other (please specify)

Estates Agents

PURCHASER’S SOLICITIOR

Contact

Firm

Address

DX

Tel

Fax

CARD DETAILS

Card Number

Name on Card

Security Number

Start Date

Expiry Date

lauristons.com

Lauristons New Homes 66-68 Wimbledon Hill Road, Wimbledon SW19 7PA 020 8946 9468

1918

OUR UNIQUE TOOLS

LSL plc• Lauristons are part of the LSL group of companies which is the largest property

services company in the UK

• 1100 estate agency offices nationwide including Your Move, Intercounty, Reed Rains, Davis Tate, JNP, Frosts and Lawlors

• Anyone relocating to South West London is automatically referred to one of the five Lauristons branches

• Should you be looking to move outside the area, we can pass your requirements on to the closest LSL office

Lauristons database• Lauristons have been operating in SW London

for the last 20 years • Over that time we have let and sold tens

of thousands of properties• Established network of customers and clients

who work with us on a regular basis • The database gives us a competitive advantage

over our competition

Homefinder service – working with local residents• Are you keen to sell but finding it difficult to find

the right property to buy? • This is a common problem where very few

properties are coming onto the market • Lauristons homefinder service is designed

to assist customers in finding their next home

Open House• Lauristons are proud to have pioneered the

open house concept in London• Our success in this concept has not been

replicated despite many attempts to do so

Team• Lauristons are proud of our team and what

they have achieved and continues to achieve on a daily basis

• Loyalty, passion, knowledge, results and experience are key to us as a company

• We believe we have the best team in London

Client Communication• Our communication is tailored to each

customer through a variety of channels• Together we agree the right

combination and frequency

Relationships within the community• We consider ourselves locals too• We enjoy supporting young peoples’

activities at schools, clubs and charities in the area

• We are proud to have established relationships with several local primary schools, supporting the Parent Teacher Associations (PTA)

• We have initiatives in place with a number of schools and sports clubs whereby Lauristons donate 20% of our fee should parents or carers choose to sell or let their property through us

Social Media• Used as a platform for clients and customers

to get to know the team at Lauristons• Provides a source of local information with

whats on in the local area, cinema, theatre, restaurants and events

© L

auris

tons

(BR

OC

HU

RE

04-

14)

2120

ONLINE MARKETING

LAURISTONS.COM

Controlled environment• Presentation

• Content

• No Competitors properties

Linked to our database of• Property Alerts

• Property/Buyer Match

• Members/database preview

average unique visitors per month

referrals from search engines in the last 12 months

50% of all buyer enquiries generated from our website, when combined with Lauristons database

page hits on averageper month

email alerts sent on average per month

175,290 50%935,384

47,000140,503

2322

HOW WE MARKET YOUR PROPERTY ONLINE

Online portals

90% of all property searches start online.

Contrary to popular belief, not all agents advertise on all majors portals.

At Lauristons we believe in order to give your property the maximum exposure, being present on rightmove, zoopla and primelocation is key.

Lauristons have made the investment to ensure your property features on all three as well as many others.

Lauristons feature prominently

2524

ABOUT US

• Residential Sales

• Residential Lettings

• Property Management

• Block Management

• Asset Management

• Corporate Client Services

• Client Accounts

• Lettings Progression

• New Homes

• Land

• Financial Services

• Conveyancing

OUR SERVICES

Lauristons are not your typical estate agent, we offer a comprehensive range of property services:

2726

SW London’s most experienced sales and management team

Leading our teams from our key offices

OUR TEAMS

Balham 020 8772 9373 [email protected] Balham High Road, Balham, London SW12 9AA

Battersea 020 7978 5800 [email protected] Lavender Hill, Battersea, London SW11 5TG

Kennington 020 7385 [email protected] Kennington Road, Kennington, London SE11 4QE

Merton Park 020 8417 8050 [email protected] Lookout, 217 Kingston Road, Merton Park, London SW19 3NL Putney 020 8780 8780 [email protected] Upper Richmond Road, Putney, London SW15 2SH

Wimbledon 020 8946 9468 [email protected] Wimbledon Hill Road, Wimbledon, London SW19 7PA

Not your typical estate agents...

WISERESULTS

HIGH-ACHIEVERS

THINKING ABOUT YOUR NEXT MOVE?

PERSEVERANCE

INNOVATIVE

© L

auris

tons

(MK

TG-0

3-15

)

Balham 020 8772 9373 [email protected]

Battersea 020 7978 5800 [email protected]

Kennington 020 7385 2296 [email protected]

Merton Park 020 8417 8050 [email protected]

Putney 020 8780 8780 [email protected]

Wimbledon 020 8946 9468 [email protected]

Block Management 020 8405 5350 [email protected]

Property Management 020 8417 8054 [email protected]

Land 020 8943 2211 [email protected]

New Homes 020 8879 9099 [email protected]

Client Accounts 020 8417 8050 [email protected]

Lettings Progression 020 8417 8056 [email protected]

Tailor-Made Marketing

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Transcript of Tailor-Made Marketing