Fine & Country - License Brochure (v2)

Fine & Country Licence Offering

The Fine & Country licence oﬀers a
unique opportunity for estate agents to
compete within the luxury property
market without losing their independence
Introduction
fine & country licence
Fine & Country Licence Offering
The Fine & Country brand has been specifically devised and developed to
provide independent real estate agents with the tools, technology and image
to aggressively and defensively compete in the upper quartile (top 25 percent)
of their marketplace whilst retaining their independence and driving additional
revenue in this lucrative sector.
01 Fine & Country – The Company
02 What is a Licence?
03 Licence vs Franchise
04 Licence & Master Licence
05 Fine & Country Expertise
06 The Importance of Exposure
07 Lifestyle Marketing
08 Fine & Country Publications
09 Member’s Hub and The Studio
10 The Power of PR and Social Media
11 Fine & Country Technology
12 Global Referral Network
13 Fine & Country Headquarters
14 Democratic Brand
15 Fine & Country Licence Offering
16 Fine & Country Events
17 International Directory

Fine & Country gives you the tools to
diﬀerentiate yourself from the competition
by delivering a lifestyle marketing strategy
using the latest technology and
marketing techniques.
The Company
01 Fine & Country –The Company
Fine & Country is an award-winning global network of licensed real estate
offices specializing in the marketing and sale of luxury homes.The network has
a presence in 3 continents spanning The UK, France, South Africa, Namibia,
West Africa, Dubai, Qatar, Malta, Egypt, Portugal, Mauritius and Spain.
Fine & Country differentiates itself from its competitors by delivering a
lifestyle success strategy using the latest technology and marketing techniques.
With our showrooms on Park Lane, London, our design studio and our own
IT company, we are able to deliver our licensees and their clients widespread,
high quality, intelligent and creative marketing and IT services for enhanced
success on a national and international level.
Fine & Country’s status as a world-class estate
agency is now irrefutable. For an astounding
fourth year in a row the brand has blown away its
competitors to claim the Best Real Estate Agency
Marketing UK and went on to be awarded the
Best International Real Estate Agency Marketing
at the International Residential Property Awards.

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Our market leading results demonstrate our efforts in going the extra mile and win us the confidence and trust of our network.

The Fine & Country licence combines
the local knowledge and expertise of
independent estate agency with the
power of a global brand.
02 What is a Licence?
In a licensing relationship the licensee generally obtains the rights to use
proprietary data, technology or trademarks from the company from which
products or services can be offered to the public whilst being free of
operational obligations and onerous royalty fees.
The licence structure adopted by Fine & Country allows the entrepreneur to
utilize the intellectual property of the brand and its marks to enhance their
business whilst retaining the freedom of operating their business independently.
The exclusivity of a licence is of great importance
as it allows the licensee to use the brand to
differentiate themselves from competitor
organisations.
Fine & Country operates a strict territorial licence
agreement allowing all licensees to demonstrate
local expertise within a global brand.
What is
a Licence?

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“
With a Fine & Country licence there is no tax on success, every licensee pays a flat fee regardless of turnover.

A Fine & Country licence can be added
to an existing real estate operation to
diﬀerentiate the business in accessing the
top 25% of the marketplace.
Licence vs
Franchise fine & country licence
03 How does a Licence differ
from a Franchise?
Why choose a licence over a franchise?
A licence offers a licensee a greater degree of flexibility in conducting their
business than a franchise. As a result the Fine & Country licence can be
operated by existing estate agencies.
Generally speaking initial fees for getting into a franchise relationship are higher
than those required for a licence. Additionally a franchisor will charge its
franchisees a management service fee,a percentage of the total turnover whilst
a master license will charge its licensees a flat monthly fee.
If you are an independent estate agent, a broker or
an entrepreneur looking for an opportunity to
grow your operation under an established global
brand at an affordable price, Fine & Country could
be the answer.

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“
A licence allows you the freedom to run your business as individuals yet under one shared
international brand with a common vision and purpose.

“I was most impressed by the support
and dedication from the international
team at the Park Lane oﬃce
in London, England.”
Licence &
Master Licence fine & country licence
04 Licence & Master Licence
A master licence is a specific licence that allows the holder to sub-license
within their given territory (country or state). Most of the time, the master
licensee will focus its business on recruiting new licensees and managing its
existing network.This allows the brand to be developed rapidly across a
territory, creating mini-networks within the larger national and international
community.
The role of the licensees recruited by the master licence is to then operate
the brand within their exclusive territory as part of their estate
agency services.
Fine & Country typically chooses this type of relationship where local expertise
and local management is required to successfully develop and operate
the brand.
The Fine & Country master licensee focuses its
business on recruiting new estate agency
licensees and managing its network. whilst the
licensee focuses on its estate agency business
and uses the Fine & Country brand to gain
market share in the luxury property market
within its territory.
Head Office
Master Licence

Consistent and high standards
of service throughout
the global network.
Expertise
05 Fine & Country Expertise
Fine & Country comprises some of the most highly proficient professional
real estate agents in the business who operate to strict codes of conduct to
ensure continuity and high standards within the brand. Fine & Country Code
of Conduct is detailed in the Fine & Country License Agreement and has to
be contractually followed by all licensees.
In the UK, the founder nation of Fine & Country, every Fine & Country agent
is carefully vetted and is a member of either the Property Ombudsman or
The Royal Institution of Chartered Surveyors. In other countries, members
are also carefully selected and comply with the country’s real estate rules
and regulations.
There are a number of basic compliance standards that all Fine & Country
members voluntarily adhere to.
In order to develop a brand known for trust and
confidence amongst consumers, Fine & Country
members have a duty to represent the brand,
themselves and other members in
an appropriate manner.

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“
Fine & Country – the power of 275 locations, brand strength and the flexibility and understanding of independent businesses.

Presenting exclusive properties
professionally to the widest possible
audience enhances the sellers’ chances of
achieving the best price in the
shortest time.
Importance
of Exposure fine & country licence
06The Importance of Exposure
The more prestigious a property, the smaller the number of potential
purchasers. As such, we understand the need to market prestige properties
further afield. Purchasers of exclusive properties are generally not
constrained by such influences as specific location, proximity to public
transportation or local amenities. With this in mind, we have created a
marketing strategy to target a suitable geo-demographic profile of potential
purchasers.
The widespread exposure of each property is crucial. In today’s market not
only is the mobility of buyers greater than ever but they could come from,
quite literally, anywhere - through local and regional marketing, national
newspapers and magazines or, increasingly, internationally using interactive
technologies.
Fine & Country is a nationally and internationally
recognised brand with 275 locations throughout
the UK, France, South Africa, Namibia,
West Africa, Dubai, Qatar, Malta, Egypt,
Portugal, Spain and Mauritius.

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“
A major strength of Fine & Country is the powerful ability to market property
properly on a local, regional, national and international level.

The Fine & Country network recognizes
that exclusive properties require a bespoke
and unique strategy.
Lifestyle
Marketing fine & country licence
07 Lifestyle Marketing
The top 25% of the property market is the most lucrative and profitable
sector and demands careful and selective service and exposure that only
an established international network of real estate offices can offer.
The Fine & Country network recognizes that exclusive properties require a
bespoke promotional approach which has led to a common yet uniquely
exercised and successful strategy, enhancing the lifestyle of the property.
Fine & Country has also committed itself to first investing in embracing the
latest and most relevant technology, initiatives and marketing techniques in
order to offer a better service to our clients and truly differentiate
our offering.
“Fine & Country does not just sell bricks and
mortar, Fine & Country sells a whole lifestyle,
offering clients information on location and
access to amenities such as schooling, transport
links, shops and restaurants.The lifestyle
concept is being achieved, amongst others,
through professionally conducted sellers’ interviews
and the latest video technology that brings the
property and its surroundings to life by
introducing the sellers into the imagery.”

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We don't just sell homes - we sell the lifestyle our clients aspire to.

Fine & Country has developed lifestyle
magazines which give national licensees
the perfect listing and selling tool.
Publications
08 Fine & Country Publications
No customer can resist a coffee table, country lifestyle magazine that
promises them the life they aspire to.With this in mind, in various countries
Fine & Country has developed lifestyle magazines which give national
licensees the perfect listing and selling tool.Although publications vary from
country to country, the core philosophy remains constant:
– A regional publication based on the premise that any prospective
purchaser traditionally searches a county wide area
– A national publication to demonstrate the power and size of the brand.
– An international publication to exhibit Fine & Country properties
cross-borders and showcase the strength of the international brand
The publications in the UK are being
distributed through all Fine & Country
offices as well as to select exclusive properties
and targeted local businesses.

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The Fine & Country magazines have all the wow factor that attracts buyers and sellers alike.

Sharing Best Practice – keeping
abreast of news and developments.
Members Hub
and The Studio fine & country licence
09 Members Hub andThe Studio
The Marketing Resource Centre – The Hub
The members’ hub gives licensees the tools to access promotional materials
and techniques, news, events and brand guidelines throughout the network.
The hub is the licensees’ most powerful tool when it comes to developing
the brand and keeping abreast of Fine & Country’s new developments.
Dedicated Design Studio
Fine & Country has a dedicated design studio which creates new designs
and marketing material for the network. Our team of designers and desktop
publishers also work with individual offices on specific requirements, ensuring
a consistent and compliant approach to the use of the brand.
The Fine & Country brand is operated by a team
of experts which consists of a brand guardian,
legal advisors, studio of graphic designers and
desktop publishers, a PR and media team and an
IT team of programmers and support technicians.

The experienced design studio is there to provide ongoing support and creative skills to all Fine & Country licensees.
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The reach of the brand is extended through
the national and international press
which, in turn, beneﬁts and reinforces our
regional and local coverage.
Media
Centre fine & country licence
10The Power of PR and the National Press
Public relations is a powerful marketing tool, providing a profile that cannot
be bought. It is estimated that positive editorial coverage can be worth up
to three times the value of equivalent advertising space. Fine & Country’s PR
department and team of journalists regularly secure publicity throughout the
international, national and local press, enjoying coverage in a range of high-
profile newspapers and magazines such asThe SundayTimes,TheTimes,The
FinancialTimes,The SaturdayTelegraph and Country Life to name but a few.
The Media Centre does not stop with printed press. With the increasing
importance of new technology in the way people read the news, the Media
Centre is more and more active online,animating the Fine & Country Facebook,
Twitter and LinkedIn pages.The developments within our social media channels
help create an online personality and brand identity for Fine & Country which in
turn generate interest in the brand and Fine & Country properties from journalists
and trade experts as well as the public.
The Media Centre complements the
advertising and marketing strategy ensuring
that Fine & Country appears in as many
national publications as possible, building
and sustaining brand awareness.

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The most critical factor when marketing a property is exposure to the maximum number of buyers.

Fine & Country has invested in its
own IT department, allowing it to
respond rapidly to new technologies
Technology
11 Fine & CountryTechnology
The I.T. department plays a vital role in Fine & Country operations,
ensuring all Fine & Country properties are presented professionally online.
We display beautiful homes on our own industry leading website,
www.fineandcountry.com, which are then showcased on major property
portals.As a result, Fine & Country is present in the majority of searches
for exclusive properties, making Fine & Country top of the class when it
comes to online exposure and advertising.
Local, national and international websites
With 88% of all property searches believed to start online,
www.fineandcountry.com offers customers the possibility to search
properties on an international, national and local level. Micro-sites have
been created for every office, giving tailored information on each area and
improving the website ranking on search engines.
Fine & Country agents have access to:
Local, national and international websites
Over 480 syndicated websites
and property portals
Integrated social networking -YouTube,
Facebook,Twitter and LinkedIn
Cutting edge mobile website and iPhone App

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“The Fine & Country website ensures the maximum level of traffic to a global selection of properties.”

Fine & Country embraces all forms of
technology, maximising the brand’s and your
property’s visibility and to reach a more and
more technology savvy audience
Technology
11 Fine & CountryTechnology
Mobile website
With the growing use of mobile internet through smartphones, the
Fine & Country website has been specifically optimised as a mobile version
to cater for all handsets.
Portal syndication
Fine & Country is present on all major UK property portals including
RightMove and the Zoopla Property Group, which provides the property
listings for 480 websites. Combined, they deliver a massive 5,884,341*
unique visitors on a monthly basis.
Social media plays an important role in the
Fine & Country brand development, allowing
properties and brand content to be shared,
connected on and related.You can now find
Fine & Country on Twitter, Facebook,
Youtube and Linkedin.

iPhone Applications
The Fine & Country application allows customers to search all Fine & Country properties
worldwide, watch videoettes, download PDF brochures, register to the Fine & Country
property alerts and find their nearest Fine & Country office, wherever they are.
Social Networking –Youtube, Facebook,Twitter & LinkedIn
Fine & Country is active on major social networking channels including Facebook,Twitter,
Youtube and LinkedIn, allowing visitors to comment, like and share properties and other
industry related topics.The Fine & Country website is also fully integrated with social
networking bookmarks and sharing facilities.

The referral and networking potential
Fine & Country oﬀers to licensees is
unique and is an important part of the
Fine & Country business potential.
Global
Referral Network fine & country licence
12 Global Referral Network
Fine & Country is a truly international brand.A major strength of the network
is the ability to facilitate referrals of potential sellers and buyers across the
whole network of offices in 275 locations worldwide
Any potential seller is a potential buyer and any potential buyer is a
potential seller.An obvious networking opportunity is created for offices to
collaborate nationally and internationally. Fine & Country has developed
tools and processes to aid this collaboration; Marketing collateral that can
be shared globally and a referral system to track any intra-office enquiries.
The Fine & Country referral system differs from
others in the profession in that it incorporates
specialist referral case managers assigned to
every single referral, each actively progressing
the referral throughout the network to ensure
that the system works seamlessly and in the
clients’ best interest.

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A global network working together to achieve a common goal.

National exhibitions are conducted on a
regular basis throughout the year,
helping licensees avoid the unnecessary
expenditure of attending highly competitive
industry exhibitions and ensuring a more
qualiﬁed customer in attendance.
Fine & Country
Headquarters fine & country licence
Fine & Country Headquarters are located on Park Lane, Mayfair, London,
overlooking Hyde Park.This is arguably one of the most prestigious locations
in Europe.The office frontage spans over 40ft and displays a selection of
Fine & Country properties from all over the globe. Our touch screen
technology allows prospective buyers to browse though the entire listing of
Fine & Country properties 24/7. The premises and boardroom are available
for all offices to utilize.
With the possibility of showcasing their properties to international and
London-based potential buyers,sellers often choose Fine & Country for their
networking power and Headquarters location.
In addition to the international
Headquarters each country offers a national
head office for the brand giving licensees a
multitude of opportunities to showcase their
properties worldwide to a global audience.
13 Fine & Country Headquarters
– Park Lane, London, England

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Fine & Country Headquarters are located on Park Lane, Mayfair, London,
overlooking Hyde Park, arguably one of the most prestigious addresses in theWorld

We have created licensee committees
allowing all licensees to voice their
opinions on decisions taken by Headquarters.
Democratic
Brand fine & country licence
14 Democratic Brand
At Fine & Country, we are aware of the investment licensees place in the
brand.With this in mind, we have created licensee committees allowing all
licensees to voice their opinions on decisions taken by Headquarters.
Regional meetings are being held on a quarterly basis, chaired by an elected
licensee. Each elected licensee attends the National Advisory Council where
they represent their areas and advise Fine & Country Headquarters on
national developments and decisions.
The International Steering Committee meetings are attended by
representatives from all Fine & Country master licensees who develop and
review Fine & Country international campaigns.
Fine & Country is committed to enabling its
licensees to share in the common direction of
the brand by giving them the opportunity to
voice their opinion and share their ideas on a
regional, national and international level via
the National Advisory Council and the
International Steering Committee.

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The National Advisory Council’s main role is to represent their areas and advise Fine & Country Headquarters
on national developments and decisions.

Position your business within the top end
of the property market, win additional
market share in this lucrative and
proﬁtable sector of the market.
Licence
Offering fine & country licence
15 Fine & Country Licence Offering
Licence Offering Benefits
– Flexibility of a licence structure
– A possible addition to an existing
business to access the top 25%
of the real estate market
– Part of a global network
– Business opportunity to develop
into a master licensor
– Control your own business direction under one
common brand.
– Use of the trademark (international brand)
– Exclusive territory – Fine & Country will grant you the right to establish the
brand within an exclusive area where no other Fine & Country licensee
will operate
– Access to Fine & Country Member’s Hub,Digital Hub,Fine & Country Studio,
Fine & Country Intelligence and on-going marketing campaigns.
– Local, regional, national and international networking and referral facility
– Micro-site on www.fineandcountry.com and magazine advertising
– Share ideas and best practice with a network of like minded individuals
– Training on all Fine & Country systems
– Use of dedicated showrooms worldwide and international headquarters,
Park Lane, London.
– Recruit and retain better agents through the use of an exclusive license offering
a key strategy and point of differentiation in the luxury property market.

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Benefit from an established luxury real estate brand without paying high franchise costs or ongoing royalties.

The Fine & Country events bring the
estate agencies and their local community
together, increase positive brand
awareness and encourage team work.
Events
16 Fine & Country Events
The conferences are the perfect platform
for licensees and Fine & Country managers
to exchange ideas, gather feedback, discuss
new initiatives as well as network and socialise.
Fine & Country Conferences
Fine & Country organises a UK Conference, a South Africa Conference and an
International Conference every year. Each conference is very well attended by
licensees and their team.During each conference the Board of Directors and the
management team announce new developments for the brand as well as give
an overview of the market and how to gain market share even during challenging
market conditions.
Fine & CountryAwards
In order to promote healthy competition within the network and reward the
best Fine & Country agents, Fine & Country developed its own awards system,
with the winners announced at the UK and SouthAfrica Conference.The awards
are well received by all the agents and encourage the offices to outperform
themselves.

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All Fine & Country offices are Ambassadors of the Estate Agency Foundation - Combating the causes of homelessness.
Charity events
Fine & Country Head Office has made a donation to the EAF on behalf of each office to
secure Ambassador status for everyone.Why? – Because Fine & Country is committed to
maintain a social responsibility and it is also good for business. It brings your team together,
people have fun and feel good about giving to a good cause.Fine & Country has been and will
carry on being involved in several fund raising events,for the EAF but also for other charities.
Fine & CountryWarwickshire Gold Cup
With over 5,000 visitors, the Fine & CountryWarwickshire Gold Cup, organised by Fine &
Country Head Office,is fast becoming one of the largest polo events in the UK and attracts
polo aficionados from around the world.Visitors enjoy the facilities offered by the venue
together with an international food court and hospitality village with exhibitors from the
luxury product and service sector. Not only does the event set Fine & Country as a brand
operating in the lifestyle luxury sector,it is also an opportunity for all our offices to promote
the Fine & Country brand to their clients at no organisational costs to them.

International
Directory fine & country licence
17 International Directory
INTERNATIONAL HEADQUARTERS
LONDON
119-121 Park Lane, Mayfair, Tel: +44 20 7079 1515
London,W1K 7AG Fax: +44 20 7629 2329
admin@fineandcountry.com
MALTA
ST. JULIANS
92, George Borg Olivier St Tel: +356 2138 4688
St. Julians STJ 1080 malta@fineandcountry.com
MAURITIUS
QUATRE- BORNES
90, St Jean Road Tel: +23 04677000
Quatre- Bornes alain.giraud@fineandcountry.com
UAE
DUBAI HEAD OFFICE
Saba Tower 1,
Office 301 Tel: +971 4 427 0202
Jumeirah Lakes Tower info@fineandcountry.ae
NAMIBIA
WINDHOEK
Southern Industry,
Old Power Station, Unit No.27 Tel: +264 61 229306
P.O. Box 11260 admin@fineandcountry.co.na
QATAR
DOHA
Office 1, Regus Building Tel: +974 4465 3730
D Ring Road, qatarsales@fineandcountry.com
PO Box 13166
EGYPT
CAIRO
30 Lebanon St. Tel: +202 3344 3060
Mohandseen Fax: +202 3344 3070
lina.farid@fineandcountry.com
OFFSHORE ISLANDS
JERSEY
5 King Street Tel: +44 1534 707900
St Helier Jersey JE2 4WF jersey@fineandcountry.com
SOUTH AFRICA HEAD OFFICE
RIVONIA
International Realty Tel: +27 11 234 6545
29 Autumn Street info@fineandcountry.co.za
SPAIN
MARBELLA
Marbella Club Hotel Tel: +34 952 76 40 10
Bulevar Principe Alfonso von Hohenlohe
Marbella, Malaga, 29602 marbella@fineandcountry.com
WEST AFRICA
LAGOS
13 Adetokunbo Ademola St. Tel: +234 12710722
Victoria Island maitamaheights@fineandcountryng.com
EAST AFRICA
MOZAMBIQUE
AV Joaquim Chissano no. 42
Matola F Tel: +25 8843 035 360
Matola mozambique@fineandcountry.com
PORTUGAL
CASCAIS
Rua Melo e Sousa
9-C R/C Tel: +351 214 643 636
Estoril, 2765-253 cascais@fineandcountry.com
FRANCE
CANNES
13 Rue Pasteur Tel: +33 492 592593
06400 Cannes cannes@fineandcountry.com

Fine & Country Head Office
121 Park Lane, Mayfair, London W1K 7AG tel +44 (0)20 7079 1515
admin@fineandcountry.com www.fineandcountry.com

Fine & Country - License Brochure (v2)

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