In an economic climate where property buyers are at a premium, an effective estate agent should do its utmost to attract and retain interest – and perhaps most of all, the right interest.

Michael Graham believes this should happen before a vendor has even instructed an estate agent to sell their property; indeed, before that relationship has even started.

To explain, consider the following: potential buyers walking past the estate agent's window, or browsing its website or newspaper advertising.

On seeing an intriguing property, they visit or contact the estate agent where the buying process begins.

It's a practice familiar to all of us. And one that implies property marketing, as a rule, only begins when an agent has been appointed and the vendor's home becomes available for sale.

Michael Graham takes a different approach to this – one that benefits both vendors and buyers, explains Chris Durrant, manager of Michael Graham's Northampton branch.

He said: "We actively and continually develop a database of buyers with appropriate requirements, the right budget and a genuine desire to invest in their next property."

It means that Michael Graham has already 'marketed' your property before you even step foot in in its offices or get in touch; often your property may well have a match on the existing database of potential buyers.

Michael Graham has frequently achieved this process with very swift results for its clients. Just in the last month, a number of properties were effectively sold to waiting, suitable applicants, prior to widespread advertising.

Chris added: "This included a charming and individual period property. When the vendors approached us, we immediately knew we had the right buyers for it, and a straightforward sale was completed at very pleasing pace – both for vendor and buyer."

Of course, not all properties are befitting such an approach. For many, it is essential the entire marketing process is applied – where, again, Michael Graham's comprehensive strategy is favorable.

Chris said: "We have many ways of marketing a property. Not only do we use full, professional photography and copywriting in newspapers and on the internet, we make sure that advertising reaches the right audience.

"For example, we advertise in relevant publications to attract buyers from London and the commuting region just north of the capital, who are often looking to increase their buying power by looking northward.

"Additionally we maximise that opportunity with our London branch and other capital-based activities, for example, the Move to the Country Show at Battersea Arts Centre next month."

To discover more about the London Office and how it can promote your home to buyers from the capital, contact the branch on 020 7839 0888.

Alternatively, click here for the contact details of your local Michael Graham branch.