February saw longstanding RedTree client Strettons’ 2016 auction calendar get into full swing. The company’s first sale of the year took place on 9th February and the auctions will now be coming thick and fast, with a further 5 auctions planned for the remainder of the year, the second taking place on March 22nd.
Strettons’ auctions form a fundamental part of RedTree’s work with this top 30 UK property company. Our brief involves securing regular press coverage to promote the auctions by highlighting unusual or significant properties for sale, as well as reporting on the sale statistics.
The February auction provided a perfect example of this. Strettons auction catalogue included a substantial long leasehold multi-let offices and recording studio in Clerkenwell, Central London with a guide price of £5.75 million. This was certainly of interest to Strettons’ key titles of Estates Gazette and Property Week. RedTree has developed strong relationships with the auctions’ journalists at both publications over the years and as such, we contacted them regarding the upcoming sale, highlighting the Clerkenwell property. This resulted in national press coverage in both publications in the weeks prior to Strettons’ auction. The online coverage in Property Week can be viewed here.
Following the sale, RedTree worked with the Strettons’ auction team to prepare a post event press release. Overall the company raised £12.25 million and sold 71% of properties listed in its catalogue. The results were again featured in Strettons key titles.
Property auctions and the topics surrounding them (Where is the next property hotspot? Can I afford to buy in London if I buy at auction? Can I beat the stamp duty changes if I buy at auction?) are very popular themes within the national media and provide the opportunity to secure press coverage for Strettons.
As such, in addition to the PR activity surrounding the auction, in February Strettons director Philip Waterfield has been featured in the London Evening Standard and has been interviewed by The Sunday Times for an article on lifetime tenancies. A lunch meeting with the journalist was secured on the back of this…the importance of meeting journalists can never be underestimated and it does give us an excuse to go for lunch!
If you want support in promoting the bricks and mortar of your business so that you are known for your expertise in doing it, please get in touch.