24 Oct 2012
A series of interviews were held and according to Tony Clarke, Managing Director of the Rawson Property Group, every one of the interviewees said they had been attracted to the Rawson Property Group because of its innovative and impactful branding.
Clarke said most mentioned were the strong yellow and black corporate colours that are regularly seen on the branded vehicles now driving around KZN, as well as the high profile advertising in reputable property journals and online media.
One interviewee said the impression created by Rawson in KZN was that “they had come from nowhere to take on the whole market – and were doing so with remarkable success”.
Clarke added that franchisees described the Rawson reputation as “hi-tech, supportive, fun, go-go and anything but staid”.
“This is exactly the sort of image we want to create – because we are, in fact, a young team - all of whom have been at the coalface in sales and we are very aware of the difficulties that a start-up franchise will encounter,” he says.
Clarke said that the Rawson franchisee network is currently growing at about 40 percent per annum and turnover is increasing at roughly the same level.
“The Rawson Property Group’s KZN franchisees appreciate the steps we are taking to keep ahead of and make the best use of internet technology. Today 70 percent of clients go to websites first and to the estate agents thereafter.”
One of the statements from franchisees supporting this was from David Hitch, the Rawson Property Group’s residential franchisee for the Kloof area and for commercial property throughout the Durban district. Hitch said the brand “hit Durban like a breath of fresh air” and was regarded as being young and vigorous.
Andrew Morphew of the Rawson Properties Hilton franchise added that he had been attracted to Rawson’s branding because it was “very obviously not old school or shy. It gives a bold, forward thinking, sophisticated but friendly image”.
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