Reaching the right buyer - The benefits of strategically targeted marketing

Why Fine & Country's targeted marketing platforms benefit those looking to sell their properties to an equestrian marketplace

"I have a rather uninspiring recon stone, 1970s house but with bespoke stabling for eight horses, ménage and several acres of quality paddock. I suspect it is highly likely to achieve its best price by marketing specifically to an equestrian marketplace. How does Fine & Country target these particular buyers?"

There are several specialist divisions within Fine & Country, where properties that are likely to attract greater interest from certain types of buyer are able to take advantage of directly targeted marketing platforms. For example, Golf Property and Waterside Property: the former working in close partnership with European Tour Properties, (an international network of world class golf venues in Europe, the Middle East and South Asia) and the latter with its own subsidiary website offering specialist expertise and focusing on the lifestyle benefits of living near water - be that riverside, lakeside or seaside.

Similarly, Equestrian Homes has its own dedicated website accessed through a refined search. The equestrian property division of Fine & Country is particularly important to the North Cotswold marketplace, given we are fortunate to live and work in an area that is synonymous with equine activity and associated facilities, from eventing to jump racing.

Many of our local Fine & Country North Cotswolds team have been raised with horses or spent years participating in equine pursuits - as such we already have a complete understanding of the needs of those applicants who are specifically searching for equine property. We understand the variety of facilities they may demand and have a clear grasp of the different disciplines, too, recognising, for example, that the wish list of a dressage rider is vastly different to that of a polo team, and thereby enabling us to provide best advice when accompanying viewers, of course.

To boot, with offices in over 300 locations worldwide, the company can also access the detailed knowledge of carefully selected independent property professionals in Equestrian Homes via our central offices in Mayfair London, people whose expertise extends beyond the ordinary in such specialist fields. We like to take full advantage of the help and advice of our Mayfair office, particularly when it comes to media opportunities.

The PR team offers a number of creative opportunities to access the equestrian buyer looking at national level, with brilliant access to many appropriate media platforms. These include Town and Country, Country Life, Farmers Weekly and Estates Gazette. Editorial copy is often secured at no extra cost via Horse and Hound, The Sunday Times and The Telegraph, for a property that comes with a ‘story’, for example. 

The highlight of the jump-racing calendar is undoubtedly the Gold Cup, the grand finale of the famous four-day festival hosted at Cheltenham Racecourse in March each year. As such, with a feature editorial spread in Cotswold Homes, your property will also be guaranteed promotion to thousands of passionate race goers, with magazine stands situated in all the Members’ Enclosures throughout the season.

However amongst all the specific marketing opportunities offered, perhaps the most impressive is The Fine & Country Gold Cup Polo Tournament, a free annual event held at the Dallas Burston Polo Club each summer. This provides a great day out for thousands of potential clients and customers, a wonderful opportunity to spend quality time with family and friends whilst relaxing on the lawns watching exhilarating polo and also, of course, the perfect way to promote your equine property.

By clever use of such targeted opportunities in the run up to a Fine & Country Timed Launch, combined with the expansive list of benefits that come with all Fine & Country branded marketing as standard, plus positioning on a expansive range of property portals and a ‘taster’ bespoke Cotswold Homes e-mailer announcing the launch linked to a variety of social media, we can be assured of achieving the best possible price for your equestrian property.