Moginie James... at home | Autumn 2011
at home | Summer 2010
The Premise behind Premier...
We speak with Cyncoed based John Coggins, who heads MJ’s new Premier division, and his colleague Angharad Davies, who recently joined the team from Savills, about the rationale behind the brand.
John, MJ Premier is a different direction for Moginie James – how did this arise? Premier is our marque for more prestigious properties, predominantly aimed at homes on the market at over £500,000 – there is however a degree of fl exibility for properties under that threshold but which are in some way unique. Whilst the Premier board may be new, the concept is not. In our business, we spend a lot of time talking to clients, and we recognised a long time ago that, when it comes to selling proper ties of a certain genre, communication is key.
The premise behind Premier is essentially akin to private banking – having a dedicated account manager who knows your circumstances, understands the direction you are heading in, and with whom you can build a rapport. Your Premier account manager knows your property, which in turn helps to sell your property. It’s the detail that makes a difference – why particular features have been renovated, why a room has been laid out in a certain way, what the history of the place is – and this is very much evident in some of the Premier stock we are currently managing. Cyncoed Rd is owned by an architect, hence its attention to detail; the captivatingly entitled “Tai Loy” was named after the current owner’s grandfather’s last ship, of which he was a captain; Celyn Grove was painstakingly stripped back to basics before being lovingly restored by its current owners.
Selling premium properties is a fascinating challenge – people don’t just buy bricks and mortar, they buy into how the bricks and mortar make them feel and it’s our remit to paint a picture of the lifestyle that a certain property represents.
Angharad, what can a Premier client expect to receive in terms of marketing collateral for their property? Each Premier property benefits from an integrated marketing campaign which is bespoke to that proper ty; our first step is to prepare the par ticulars including professional photography; we then take the vendor through the literature and undertake a mock viewing with the vendors, to walk through the finer detail, and to understand what sold the home to them originally. Once details are agreed, we then produce a glossy lifestyle brochure for the house, and typically launch it onto the market with some fanfare, via an Open House event, PR coverage, both print and online, including our own magazine, and of course, we erect our Premier board, which immediately identifies the property as being something rather special.
To discuss a Premier package for your home, contact John or Angharad on 02920 761 999.
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