Fine & Country increases international marketing focus

Fine & Country is increasing its focus on international growth by launching new marketing initiatives to support its existing international network as well as expanding into new markets. 

The upmarket agency brand has introduced several initiatives to increase its presence internationally including webinars on purchasing in specific countries, property advertising on international portals and luxury websites, as well as partnerships to provide opportunities for cross-border referrals within the Fine & Country network.  

Emilie Despois, chief marketing officer at Fine & Country, said there has been a 9% increase in international listings and 60.6% increase in referrals of customers within the network as a result of the work.

Despois said: "Our focus is on facilitating marketing initiatives from the centre, enabling us to join forces as a network and allow our agents to increase their capabilities and carry out activities they may not be able to carry out on their own, due to lack of time or resources. This allows our global network to offer international property exposure for their client."  

It comes as Fine & Country is celebrating expanding its footprint in South Africa.

Over the past six months, the team in South Africa has broadened their presence in key markets including the Western Cape, Eastern Cape, KwaZulu-Natal, and parts of Gauteng. This strategic growth sees the brand take advantage of projected market trends in these sought-after areas.

John Herbst, chief executive of Fine & Country South Africa, said: “Our substantial growth can be attributed to several positive factors, with talent transfer standing out as a primary driver. 

“The allure of Fine & Country’s brand position, coupled with our world-class marketing and comprehensive tools and services, has attracted some of the most talented and successful individuals in the real estate industry. Our value proposition, which includes a global brand presence, cutting-edge technology solutions, sophisticated marketing tools, and technical competency, continues to draw industry leaders to our team.”