South African buyers to benefit from expanding Fine & Country footprint

International property group Fine & Country is expanding its market footprint- a move which will enable South African buyers and sellers access to a truly global referral network.

That’s the news from Linda Erasmus, CEO of Fine & Country SA who says that Fine & Country’s expansion further afield simply cements the group’s position as the world’s leading luxury property group and translates into even greater exposure for South African property owners.

Fine & Country was first established in 2002 in the UK and fast gained a following. Today Fine & Country has over 600 offices worldwide. Over 300 are located in the group’s ‘homeland’; the balance are situated in Portugal, Madeira, West Africa, Namibia, Malta, Cyprus, Qatar, Dubai, Mauritius and South Africa. Recently the group opened branches in the USA, India, the Bahamas, Spain and Mozambique.

Says Erasmus: “Fine & Country makes a point of targeting markets which hold strong cross border potential. In line with this methodology, Fine & Country SA has fostered strong ties with Portugal, Malta and Mauritius given the strong South African interest in these markets. Many South Africans now purchase holiday and retirement homes in these countries via our network.”

Richard Combellack, CEO of Fine & Country attributes the group’s success primarily to its mandate of targeting the top end of the property market.

Explains Combellack: “Fine & Country opened its doors with the sole intention of targeting high end properties and equipping independent agents with the means to do so. This formula has proven highly successful and is one we perpetuate across the board.

“We attract independent agents through offering a flexible, affordable licensee proposition. Licensees can utilise Fine & Country’s proprietary data, technology and trademarks without being constrained by the operational obligations and onerous royalty fees associated with a typical franchise model. Needless to say this has proven highly appealing to many.”

Through a typical licensee ‘package’, Combellack explains that licensees are awarded strict territorial rights. Licensees can also utilise Fine & Country’s international showroom in Park Lane, England; showcase properties via a dedicated online Fine & Country TV channel and bespoke Fine & Country publications; join the ‘Members Hub’ where ideas, news, techniques and branding ideas are shared and market properties globally through Fine & Country’s international referral network.

Adds Combellack: “There are very few property groups specialising solely in the upper quartile of the market as it can be quite a difficult segment to tap into without the right tools. Fine and Country essentially equips existing real estate organisations with the ability to develop into this niche sector.”

Sean Newman has been appointed as the Country Master Licensor for the USA and Raju Jaddoo, CEO of Fine & Country Mauritius is handling the group’s entry into India. Erasmus has been instrumental in establishing Mozambique’s Fine & Country branch which is been overseen by Johan Nolan and Spain is being headed up by ex-cricketer Martyn Ball.

Says Erasmus: “Mozambique has long been a draw card for South Africans. It’s within close reach; it’s aesthetically beautiful and has plenty to offer adventure seekers. South African property purchases in that country have increased significantly over the past few years and we anticipate a serious uptick in this activity. As such we decided to establish a dedicated Fine & Country branch which will enable us to better serve our South African clientele.”

In terms of future expansion plans, Combellack says that Fine & Country is investigating other potential growth avenues. The group is also looking into developing ‘lifestyle’ licences and specialised property industry acquisition departments.

Fine & Country’s efforts have paid off. The group has won a slew of notable awards over the years including the highly sought after award for ‘Best International Real Estate Agency Marketing’ in 2009 and 2010.