One of South Africas most experienced residential marketers, Tony Clarke, MD of Rawson Properties (which aims in 2008 to add a further 50 franchises to its current total of 145) was asked recently what factors he looks for above all else in an estate agent.
'I have learned,' says Clarke, 'not to focus on any of the accepted stereotypes. Successful agents come in all shapes and sizes and from a wide variety of backgrounds. One thing, however, that almost all have in common is a strong need to earn. The comfortably-off person who sees property marketing as a means of finding a little extra income is often not sufficiently focussed to be successful'
Good agents, says Clarke, are 'self-starters': they can motivate themselves, have clear goals and can act on their initiative.
'Working as an estate agent can have great advantages '“ a high income, considerable job satisfaction and flexible hours. Those who want to succeed, however, have to accept the job involves being available to clients on a 24/7 basis and that it is essential to be on hand after hours and over weekends'
An agent, added Clarke, will be more likely to succeed if he or she has a genuine liking for property and an eye for the possible improvements and renovations that can add so much to the appeal of a home.
'An agent must be able to show the buyer the potential inherent in the property'
Rawson Properties, said Clarke, is always on the lookout for professional and 'driven' agents to join the franchised group.
'The advantages of the franchise system in property marketing are still not fully appreciated by those seeking to enter the industry but after 16 years in property marketing I really cannot understand anyone now selecting any other option if they want to get into residential sales'
Clarke says that, Rawson Properties have absolutely no intention of slowing down its franchise expansion programme.
'Our target is to have 400 franchises by 2010 and we are still on track to achieve this. This means that this year we aim to establish at least 50 new franchises'
These, he predicts, will be fairly evenly distributed across South Africa with, perhaps, 15 in KwaZulu Natal (a new territory for Rawson Properties), a further 20 in Gauteng (bringing the total here to 72), and 12 more in the Eastern Cape. In addition, certain 'pockets', mainly in the country towns, still remain to be filled in the Western Cape.
'I have learned,' says Clarke, 'not to focus on any of the accepted stereotypes. Successful agents come in all shapes and sizes and from a wide variety of backgrounds. One thing, however, that almost all have in common is a strong need to earn. The comfortably-off person who sees property marketing as a means of finding a little extra income is often not sufficiently focussed to be successful'
Good agents, says Clarke, are 'self-starters': they can motivate themselves, have clear goals and can act on their initiative.
'Working as an estate agent can have great advantages '“ a high income, considerable job satisfaction and flexible hours. Those who want to succeed, however, have to accept the job involves being available to clients on a 24/7 basis and that it is essential to be on hand after hours and over weekends'
An agent, added Clarke, will be more likely to succeed if he or she has a genuine liking for property and an eye for the possible improvements and renovations that can add so much to the appeal of a home.
'An agent must be able to show the buyer the potential inherent in the property'
Rawson Properties, said Clarke, is always on the lookout for professional and 'driven' agents to join the franchised group.
'The advantages of the franchise system in property marketing are still not fully appreciated by those seeking to enter the industry but after 16 years in property marketing I really cannot understand anyone now selecting any other option if they want to get into residential sales'
Clarke says that, Rawson Properties have absolutely no intention of slowing down its franchise expansion programme.
'Our target is to have 400 franchises by 2010 and we are still on track to achieve this. This means that this year we aim to establish at least 50 new franchises'
These, he predicts, will be fairly evenly distributed across South Africa with, perhaps, 15 in KwaZulu Natal (a new territory for Rawson Properties), a further 20 in Gauteng (bringing the total here to 72), and 12 more in the Eastern Cape. In addition, certain 'pockets', mainly in the country towns, still remain to be filled in the Western Cape.
Asked exactly what it is that makes him so convinced of the virtues of franchising, Clarke says that it is increasingly recognised that there are great advantages in being part of a 'well branded' group, particularly those like Rawson Properties which spend a very high percentage of their franchise fees on advertising.
'The public will always prefer to deal with a well branded and established name,' he says. 'It gives them the confidence they need to entrust themselves to the agency, knowing that if things did not pan out well there is always a head office to appeal to.
'In addition,' says Clarke, 'the comprehensive and ongoing training that Rawson Properties provide to all franchisees, coupled to their easy-to-use IT based accounting and report systems and their countrywide referral network all help make success in the difficult initial 18 month period more easily attainable. Without this sort of support the newcomer to property marketing will struggle, but with our support and following the guidelines that we have established he almost certainly will succeed'
'The public will always prefer to deal with a well branded and established name,' he says. 'It gives them the confidence they need to entrust themselves to the agency, knowing that if things did not pan out well there is always a head office to appeal to.
'In addition,' says Clarke, 'the comprehensive and ongoing training that Rawson Properties provide to all franchisees, coupled to their easy-to-use IT based accounting and report systems and their countrywide referral network all help make success in the difficult initial 18 month period more easily attainable. Without this sort of support the newcomer to property marketing will struggle, but with our support and following the guidelines that we have established he almost certainly will succeed'
