A survey by TNS Research Survey has confirmed what both he and his chairman, Bill Rawson, have been saying for a year or more now, says Tony Clarke, Managing Director of Rawson Properties: that the recession has reinforced property buyers confidence in the big national brands and led to their being wary of smaller brands, particularly if they are new on the market.
'The TNS survey showed that this is true in almost all sectors, not just in property, but as Ivan Neethling, Chairman of the Western Cape Institute of Estate Agents, and other speakers made clear that the Institutes recent AGM, the appeal of big brands is especially noticeable in the residential property market,' said Clarke.
Clarke said that while buyers will go to any agency which has a house that seems promising, sellers in the past two years have gravitated to the big names. They, he says, are thought to be advertising the properties more thoroughly as well as making use of sophisticated IT marketing services and referral networks.
The big property marketing brands, added Clarke, have also proved increasingly attractive to potential franchisees, many of whom have now applied to become part of bigger groups.
'Here,' said Clarke, 'there are two definite categories of property franchisor: the first offers franchises as an extra to the existing operation, which is probably branch orientated. The second is entirely made up of franchises. Needless to say it is the latter that nine out of ten potential franchisees favour'
The Rawson Group is this year plans to increase the number of new franchisees countrywide by 90, especially targeting Gauteng and KZN.
