Residential Property Specialist

Catriona Aitchison has served the property industry primarily within Edinburgh with unrivalled results. Her experience spans 38 years, with an impressive portfolio within the residential market. Her passion and drive has enabled clients from all walks of life to sell, find and purchase their homes in a seamless process with Catriona at the helm. Her knowledge of the industry is nothing but positive, with a reputation and excellent relationships that have been built up over the years with lawyers, surveyors, developers, trades and others within the profession.

Property has been in her family for three generations, with a family business operating throughout Northumberland and the Borders.

The Robin was chosen as a logo as it symbolises new beginnings, rejuvenation, regeneration and happiness. These can therefore be applied to all aspects of property.

My career in the property industry has given me the huge privilege of working in a beautiful city, creating and selling outstanding homes, being part of the rejuvenation of some of the city’s most incredible buildings and meeting/working so many wonderful people.

With thirty years’ experience in the property development industry, from initial concept, right through to the final sale of the development, Cat Aitchison can offer a whole inclusive package or one that can be tailored to suit each client’s needs. It is essential that the process and progress is seamless, in order to meet deadlines, schedules, costs and most importantly; reach out to its target market in a carefully managed, timely manner through brand awareness, social media and marketing.

Every development should have USPs which make it ‘stand out in the market place’. It is important that the design and finish complements the buildings and the surrounding environment.

"This gives developers the opportunity to embrace the opportunity to create something unique and fabulous within a carefully managed budget".

Involved with some of the city’s most prestigious developments, Cat was responsible for the specification, working with the construction and architect teams, enabling the concept and design of each apartment within the development to be planned and costed in detail. From floor finishes, to bathroom tiles, suites and fixtures, kitchen layouts, finishes and appliances, electrics, lighting, fireplaces, door handles, window furniture through to final decoration, creating a palette of elegant colours and wall coverings. Over many years, a comprehensive ‘little black book’ of suppliers and trades has enabled only the best quality of service, specification and cost.

Being creative and thinking outside the box, branding and brand awareness is paramount to the success of any development. From initial Brand concept, it is important to build a story timeline generating interest, and most importantly keeping the development fresh and interesting throughout the various phases. Once a brand has been established, this creates a platform to elevate the development via social media, advertising and then word of mouth.

Working on a one to one with specialist web site developers, creating CGIs, building a web site that reflects the buildings and development as a whole whilst retaining its individuality. Technology these days allows developers to create walk through virtual reality homes, with interactive screens via a remote i-pad or touch screen tv in the marketing suite, giving clarity and ease of use for both the sales team and purchasers. Strategically placed advertisements in magazines, press and property portals are used to generate and build market interest, from an initial mailing list, to driving through footfall and achieving successful sales.

The timing and release of a development be it through initial brand awareness to a full marketing campaign, must be in unison with the timescales of the construction. Developments can be released too soon onto the open market, which can sometimes lead to frustration and disappointment from all parties, due to delayed entry dates, unforeseen changes in specifications or lack of a showhome

"If you let a development stagnate then this will be reflected in sales and exit prices achieved".

"The success of any development is to generate a high demand via social media, on site and press awareness, create an uncompromised programme of release to ensure a fluid footfall and sales".

Recent examples of projects are:-

• Academy Lofts
• 26 Drumsheugh Gardens
• XXIV Ravelston Terrace
• Bells Brae

Site presence comes in various guises. This can be via a branded marketing suite or showhouse, which should be equipped with the information and all detail required to satisfy and give confidence to any potential purchaser walking in through the door. The sales staff that are on site, must be fully trained, proficient with the detail, fully knowledgeable and capable to handle the whole sales process efficiently. Full training and employment of the right staff is paramount to the sales success.

The Cat Aitchison development includes:-

• Staging and creating a showhouse/branded marketing suite
• Design and specification of development
• Deed of Conditions
• Commissioning Factor
• Commissioning and working with professional photographer
• Commissioning and working with professional web site designers
• Managing social media
• Creating and producing mailing leaflets/handouts, brochures and information
• Reservation procedure and form
• Negotiation
• Liaising with lawyers and construction team from initial reservation to handover
• Full weekly sales report
• Pre-sale Snagging package
• Management of marketing suite/showhouse

Catriona also provides a search and private sale facility, so if you live afar and wish an investment or home, then Catriona can find this for you and give you sound advice, whilst working with lawyers/surveyors on your behalf, to achieve a first class result. A shift in the residential property market over recent years has seen many homeowners sell their homes privately. Catriona has a wide network of agents and contacts in the industry which enables her to be front of house, ensuring client confidentiality, privacy and the peace of mind that their home is being marketed, staged and shown to its full potential and therefore value.