‘Big brand’ advantages in property

03 Oct 2012

A round up of the Rawson Property Group’s commercial franchises shows that property brokers and entrepreneurs do appreciate the advantages of an operation associated with a well-established and highly regarded property brand.

Property brokers and entrepreneurs understand the benefits of using a big brand franchise that is well established and reputable.

This is according to Jason Lee, the National Head of the Rawson Property Group’s new Commercial Franchise Division.

Since establishing the division in August 2011, Lee has established 20 new commercial franchises in South Africa and one in Namibia. Three more franchisees’ applications have been accepted and will be licensed by December this year.

Lee says at the outset of this operation he was not sure that the property sector would understand just how beneficial a big brand franchise can be, however, it seems that "the property sector understands only too well how branding and networking can work in their favour."

“When listing the advantages of a big brand operation, Lee says that aligning a commercial brokerage with a power brand can significantly cut down on the time – in many cases years – required to establish one’s name and garner good will.

He says it puts a new franchisee and his team in a position where, from day one they are working with proven systems and methods and can obtain IT, marketing and other aids and materials at big discounts.

A big brand operation allows them to tap into a referral system, which in this case gives them access to over 1000 estate agents countrywide. A third advantage is that the staff will benefit from regular ongoing training which, in the Rawson Property Group, is always SETA accredited.

Lee says on top of all these benefits is the undeniable fact that a big brand franchise is always easier to sell. In practice, experience in residential franchises has shown that a high percentage of franchisees planning to retire do not in fact sell, but instead promote successful managers to become partners or profit sharers; or they simply back off, leaving senior staff to run the operation.

“In practice, outstanding performances by franchisees and senior agents in the Rawson Property Group are rewarded in a whole variety of ways, which have proved to be highly motivating incentives,” he says.

Every year, top performing Rawson franchisees and agents are sent to the United States of America to attend the annual conference of the National Association of Realtors.

“These and other incentives, it has been discovered, are the cherry on the top of the Rawson package and have proved very popular indeed,” says Lee.

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