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Meet the property guru redefining bespoke service in the northeast
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anaging a premium estate agency often means knowing what your client wants before they do. Sarah Tuer, director of the Newcastle and Northumberland branch of Fine & Country, is something of an expert at this.
Last year, she represented a family who had decided to move back to the northeast from overseas and were searching for a contemporary home in the Tyne Valley.
After several inconclusive viewings and conversations with the family, she invited them to view a Grade II listed rectory. It was outside their search area and required a certain level of updating, but she had a feeling that this could be the home for them.
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“When I initially presented them with the property details, their reaction was that they did not really like the look of the house. It was too large and it was in the wrong area,” Tuer explains. “I discussed the benefits of the beautiful town, excellent facilities within walking distance, the transport links and proximity to schools. It had a paddock and gardens and I outlined the opportunity they would have to restore it and create the perfect family home.
“They decided that they would come to view, just in case. On arrival, there were some reservations but on entering the property, the penny dropped. They were taken aback by the wonderful feeling the house gave them – it was going to become their dream home.
“They were so glad I had introduced the property to them. After a year of renovations, they are extremely happy living in the area they had discounted, and in a property that would have never been considered.”
Tuer has 25 years’ experience dealing with high net worth clients, working first in investment banking and then running her own business as a buyer’s agent. She established the northeast branch of the premium agency three years ago, determined to uphold the elite level of service the company is known for.
With just four staff members, she covers an area that stretches from the Scottish Borders down to Sunderland and across to the edge of Cumbria. This beat includes swathes of countryside, market towns, cities and a long stretch of coastline. Potential homebuyers are spoilt for choice. As well as old vicarages and country estates, there are modern seaside retreats and grand urban homes.
Tuer is selective about the properties she shows to clients, and maintains a smaller portfolio than many of her competitors to ensure she can offer the best possible service. Raised in Northumberland, she sees herself as an ambassador for the northeast when showing homes.
“We genuinely care about both our sellers and our buyers, wishing to achieve extremely successful sales for our clients’ properties, whilst helping buyers find their dream home,” she says. “We’re selective because we want to make sure we’ve got the time to dedicate to our clients. We are very bespoke and offer exceptional personal service.”
Her method typifies Fine & Country’s approach to selling premium property. Regardless of location, it’s based on three principles: presentation, exposure and personal service.
From a presentation perspective, every home is treated as unique and displayed in the best possible light. Tuer uses her degree in interior design to ensure each portfolio property is carefully styled ahead of a professional photoshoot. She also captures drone footage and an agent-presented interior and exterior video, allowing those who may be relocating from afar to get a sense of the space before visiting in person.
Fine & Country buyers are always accompanied on viewings by experienced, knowledgeable team members who are confident in promoting the benefits of the property and the local area.
Maximum exposure is essential. At least half of Tuer’s sales are from buyers outside the northeast, she says. Fine & Country advertises homes locally, nationally and internationally, supporting these efforts with elegant brochures, detailed online descriptions and regular social marketing across key channels including Facebook, Instagram, LinkedIn and TikTok. The marketing strategy for every property is continually under review.
“Some estate agents take a few photos, put up a for sale sign, list on the property portals and wait for the phone to ring. That is probably about 10 per cent of our role,” Tuer says.
“Our premium marketing strategy and our extremely proactive approach ensure we maximise the value of each property. With our extensive network, excellent PR opportunities and digital platforms such as the FT portal and JamesEdition, we reach the widest possible pool of active buyers to ensure we achieve excellent results. No two properties here are the same. We have to know them inside out, be skilled negotiators and do thorough due diligence.”
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She adds: “We also have to understand regulations around listed properties, title deeds and boundaries. We are not solicitors or structural engineers, but we need to know what we’re talking about and provide worthwhile advice.”
Fine & Country’s approach to service is that it is never less than outstanding.
Tuer makes it clear to her clients that they can come to her with questions any time: “I am available 24/7.” The goal is to create a stress-free experience for buyers and sellers in their moving journey.
Communication and trust are paramount, Tuer explains. “You develop such a close relationship with your clients that many become friends. They rely on you for guidance and need the reassurance that their concerns truly matter to you.” This personal connection, built on mutual trust, is at the heart of her approach to client service.
Tuer’s remarkable success in building a loyal client base is far from coincidental. “Integrity is of the utmost importance,” she says. “It’s never just about the fees – it’s about delivering exceptional service every time.” Her commitment to quality and ethical standards forms the bedrock of her practice, earning the trust of clients who not only return but also rely on her to consistently exceed expectations.
What truly sets Tuer apart is the lasting relationships she nurtures well beyond the final transaction. “Clients often reach out long after the purchase, seeking guidance on everything from home extensions to updated market appraisals,” she notes. “While many estate agents hand over the keys and part ways, we take a different approach. We remain their trusted property adviser for many years to come.” Her dedication to long-term client care exemplifies the enduring partnerships she strives to create.
Professionals like Tuer demonstrate that the property sector includes passionate individuals who prioritise their clients’ needs above all else. Many agents go above and beyond, offering personalised, thoughtful service to ensure clients find their dream homes.
Tuer’s success in cultivating long-lasting relationships and her commitment to integrity exemplify the dedication that defines the best in the profession. For these agents, it’s not just about making a sale – it's about making a difference in their clients’ lives.
Clear winner The conservatory is a standout feature of this period residence in Northumberland
Hamlet haunt This old farmhouse is in the tiny settlement of Dissington, outside Newcastle upon Tyne
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