Alexander Swart Director recaps on the strategies that have helped make the agency a front runner.
Category News
Two and a half years ago Alexander Swart Property, then operating as a franchise to a major national property group, broke away and became independent. In the 31 months that the company has operated on its own it has established itself as dominant player in Cape Town's northern suburbs property world and acquired a strong, reputable reputation.
"We have brought this about faster than any new estate agency that I know of," says their Director, Rowan Alexander. "This is however just the beginning. we have bold plans for the future." Establishing such a reputation, he adds, was AS Property's goal from the start.
"Our senior management has some 100 years' experience in property and we knew from the outset that we had the ability to be leaders in our field and to build a legacy that will endure. We realized too, that this would need the entire staff to buy-into our values and standards and we have worked hard to bring this about. We have continually stressed that if we 'DO IT RIGHT/PROPERLY NOW' we will reap the rewards later and our staff understood this. They have all participated in creating the new high profile brand."
The steps taken by Alexander Swart's leaders to create this new brand, says Alexander, included the appointment of a professional graphics and advertising agency who came up with a striking logo and slogan. As their previous yellow and black colours were known and respected, they decided to stick to these and have now been incorporated along with the new logo in all their advertising and documentation. The new slogan, PROPERTY.DONE PROPERLY, has gone down well with the public and become recognised throughout the northern suburbs and further afield, says Alexander.
The new branding exercise, he says, has also involved establishing strong partnerships with recognized property portals such as "Private Property" and "Property 24" to whom they submit articles weekly. Equally important, they have targeted two of the main printed property media in their operating area, "Die Tygerburger" and "Neighbourhood Listings" for regular weekly features, often ADVISING rather than "selling" to their public.
Alexander Swart also appointed a professional photographer to photograph EVERY home they are mandated to sell and this has resulted in their promotional pages becoming some of the most attractive at the Cape.
"Our photographer ensures that not one picture is spoilt by being photographed at the wrong time of day or from the wrong angle, or that the property is not let down by excessive clutter, poorly maintained flower beds and out-of-place motor vehicles."
The new company also went to great lengths to ensure that its legal and other documentation would be clear, concise and easily understood, AS WELL AS absolutely correct and without any loopholes that could invalidate it in a court of law.
Realising that the enthusiastic support of the whole staff was crucial to their success, Alexander Swart insisted on all agents attending in-house training once a week, from Day One. This, says Alexander has become a two-way exercise with the agents themselves suggesting many of the topics for discussion, thereby ensuring the training remains relevant.
Complementing this training, Alexander Swart followed it up with free Educational Workshops for the general public. These were initially related to property buying, selling and investment (each a workshop on its own) but in the weeks ahead, while these continue, there will also be workshops on specific subjects such as valuations, property tax and the different types of property ownership. The aim will always be to increase the public's involvement in property and to improve their ability to do this profitably.
This educational effort goes hand in hand with property related articles composed by Alexander himself and published regularly in the media mentioned, on Facebook and in numerous property related publications countrywide. These articles have been well received and have led to him being interviewed on several radio programmes. The media campaign will now be intensified and he hopes will help the management to grow their staff numbers; a prerequisite for further sales and turnover growth.
"Right now staff recruitment is a high priority at Alexander Swart. We have already appointed two new admin staff and expect to appoint at least six new agents. It makes good sense for an agent to move to Alexander Swart for several reasons," which Alexander listed as follows:
(1) As the agency is no longer a franchisee to a large group, agents do not have to help fund the franchisor's monthly fees, which can amount to as much as 10% of the turnover. This can make a substantial difference to their earnings.
(2) Agents are not charged monthly desk or telephone fees, or for the use of the internet, printing, stationery or office admin fees. But they do pay their own cell phone fees.
(3) At any one time, Alexander Swart have about R350 million worth of stock to sell, all on sole mandates. This gives agents' sale opportunities that many other agencies cannot match.
(4) The Alexander Swart owners have all been agents themselves and still operate as such. This experience, acquired over many years, gives them a real understanding of the business, with which they are closely involved DAILY, 365 days a year. They are always available to assist and advise any agent and have a proven record of coaching rookies and more senior staff to success.
(5) The 100 years property experience shared by the management, includes the five years they all worked for the big national group mentioned. During three of these years their franchise was the top performer in the group. "This surely is the best evidence we can give of our competency," says Alexander.
(6) The commissions paid by our company are generous and in line with the extra effort that the management expect. Top agents receive many additional rewards such as the free use of motor cars for one year. Agents are also able to earn extra income through referrals to the company's in-house bond broker and to the rental division.
(7) Alexander Swart gives the company, its agents and their homes-for-sale, unrivalled, ongoing marketing exposure. They maintain a strong presence in all the relevant media and the agents do not usually have to share the costs of this. Agents are encouraged to brand and give themselves exposure and are assisted by the management to do this.
(8) Alexander Swart have in-depth experience in the marketing and sale of new developments, with such reputable companies as Trinity. This gives many agents a second string to their bows and has helped them to increase their incomes very substantially.
(9)The agency has a youthful, energetic vibe which is frequently commented on by clients and tends to be assimilated by most staff. "We have a reputation as a happy team - and we intend to keep this," says Alexander.
Those agents and others who are considering a career change are asked to get in touch with Rowan Alexander on 082 581 3116 or Andre Swart on 083 627 1093
Author: Independent Authour
