Feature
MPL’s design
work for Robinson Residential
“The homes you are selling give a good indication of the tastes of who you are trying to appeal to.” Jonathan Edwards Excite
which helps their ability to develop brand awareness and strategy in the workplace. He says, “I don’t think agents should look to other agents or agents overseas for inspiration. Obviously there are tangible benefi ts in seeking inspiration from the high street. We work closely with a number of American clothing shops which also have sites in the UK and they have a policy to do their own thing. Our work in other sectors and our proposal of a change in client experience helps us help property agents.” Excite’s Jonathan Edwards tells agents to
look at their immediate environment, “Look around the homes you are selling, they give a good indication of the tastes of the clientele you are trying to appeal to.” Janice Fairfi eld believes that looking at
what the professionals have done elsewhere, be it with the competition or in the wider design sphere, such as furniture fashion trends and colours, which can often transfer into agency designs. This is particularly important if the agent has limited access to what their peers are up to. “If the agent is in a small town then the best way is by speaking to people who are fi tting out agencies all the time as they will be able to present designs for
24 ● August 2012 ● TheNegotiator Mid West Designs’ work for Samuel Wood
traditional to contemporary agents,” she says. When undertaking a re-design or fi t out, it is incumbent that the agent gets it right fi rst time and that the outcome is appropriate for their requirements. The best designers will have access to the best products and the latest knowledge and understanding, and will use this to create an agent’s bespoke design. me&c associates works closely with a number of manufacturers on high end fi nishes from Poltrona Frau (furniture) to Will Pearson (photography) and also with a partner
business, Curly Sister, which concentrates on website, brand and marketing strategy; Fairfi eld Displays also works alongside a branding specialist. Janice says that at the moment there is a
window display revolution taking place, led by LED Light Pockets which illuminate property details to create eye catching displays suspended on cables or positioned into low-level displays; digital screens are then used to add a touch of movement. Whilst Mid West Displays has added new Illuminated Wall Maps to its range, which help clients hunt for a new home in specifi ed areas and point out other areas that they may not have been considered previously. But Jonathan Edwards points out, “Great
refurbishment is not only to do with the latest product or innovation. It is the understanding of the space and successful combination of the parts which makes the whole eff ect truly work and fulfi ls the brief.” Overall the success as to how an agent
makes it self standout from its competitors will be judged by its customers and this will be down to how they portray themselves and if the portrayal is accurate and desirable. As Mike Simons of MPL puts it, “What separates and makes people individuals? Answer – simply personality and from that comes character and style and this is exactly the same with business.”
● Next month we will be asking our experts what they can off er given a modest budget.
www.thenegotiator.co.uk
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