HAVE YOU MET
JAMES PENDLETON? MEDIUM ESTATE AGENCY OF THE YEAR 2015
INTRODUCTION James Pendleton is an independent Estate Agent specialising in residential property for sale and to rent in London. We have ten offices in London covering Balham, Battersea (Northcote Road), Battersea Park, Brixton, Chelsea, Clapham Common, Clapham North, Clapham South, Earlsfield, Fulham, Lambeth, Nine Elms, Parsons Green, Putney, Southfields, Stockwell, Streatham, Tooting, Victoria, Wandsworth Common, Wandsworth Town and The Tonsleys as well as specialist Property Management, New Homes and Riverside offices. We also run distinct specialist International, Land, New Homes and Investment departments from our offices.
All of our prime offices are situated in attractive, accessible locations and we pride ourselves on our welcoming, customer focused and informative neighbourhood presence. Our multi-office marketing approach means that our clients benefit from increased exposure and convenience and our buyers and tenants are introduced to an extended property portfolio by a single point of contact, simplifying their search process. 2014/15 has seen the expansion of our International, Land, New Homes and Investments departments, the opening of a Battersea and Riverside office and the development of a specialised Short Lets department. Our website, rebuilt and redesigned last year, has flourished and developed over 2014/15.
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CONTENTS 01 Company Growth 02 Innovation 03 Service 04 Standards 05 Staff Employment 06 Staff Retention 07 Training & Development 08 Financial Intergrity 09 Accounting 10 Technology 11 Marketing 12 Brand Awareness 13 Community Involvement 14 Best Practice
WE LIVE HERE
01 COMPANY GROWTH Number of Offices Total Number of Staff Turnover Net Profit (before partners drawing)
2012 - 2013 2013 - 2014 8 9 59 64 £4,357,000.00 £4,952,000.00 £498,000.00 £545,000.00
2014 - 2015 10 70 £5,950,000 target for year - £2,677,500 as of June 2015 £785,000 for 2015 - £330,000 as of June 2015
02 INNOVATION EXPANSION OF NEW HOMES DEPARTMENT The expansion of our Land, New Homes and Investments department has gained new ground this year. We have expanded our portfolio both in the UK and internationally and have had a presence at numerous new homes events including MIPIM. On our website we have tailored our approach to investors; we can offer a level of in-depth advice on managing investments and a level of bespoke marketing. As such we have built a specialised landing page which acts as an informational resource and specific point of contact for our investors. WEBSITE
the prevalence of mobile web search we have improved the way images display on our mobile site. We combined the development of our site with an improved SEO strategy which incorporates retargeting. SOCIAL MEDIA Our Digital Marketing team has undergone extensive training this year, as a result of which we have seamlessly integrated our website, statistical website analysis and social media strategies. We have also developed our instagram platform, recognising the quality of our images as a key selling point. Our social media platforms now operate more flexibly with posts scheduled in evenings and at weekends based on analysis of the search behaviour of clients.
Our company website has developed since 2013/14, adapting in more sophisticated ways to the needs of our clients. Saved search results, new calls-to-action and webforms and improvements to our mobile site design have made the search and contact process smoother and more effective and the marketing of our properties more impressive. Recognising
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03 SERVICE Examples of times when our team went above and beyond:
Rachelle Cramp: came in to the office on a Sunday and bank holiday Monday to launch a property ahead of the competition the following week
Tom Harvey: arrived at a viewing 20 minutes before the applicants to find an extremely messy flat; the photos were going in later that day after my viewing so Tom did the washing up, wiped down the kitchen and vacuumed the carpets before the clients arrived
Rachelle Cramp: Drove back to the office at 10pm to collect keys and let a vendor in who was locked out
Tom Harvey: Ordered a pizza for a client who had locked himself-and his wallet-out of his property
Jill Morris: repaired a leak in a client’s property
David Barker: Diagnosed and fixed a broken shower hose Claire Bamford: Drove across town to deliver documents so they could meet the exchange deadline Katherine Freeman: Weeded vendors front garden whilst waiting for viewing
u have both been an absolute leasure to work with and we are both very happy that ames Pendleton homes sold this in the end. Josh and Debra- SW12
Nathan: removed a broken washing machine whose removal was a condition of the sale after the seller was unable to remove
Sam obviously had a good knowledge of the market, did not suffer fools and led us to the right buyer within a week of putting the house on the market. We had no doubt that he was always acting in our interests and on top of that, he made himself available at all times...He was a vital link in the sales process. Rosi and Tris - SW6
04 STANDARDS James Pendleton is a member of the Property Ombudsman and ARLA certified with qualified Directors and Senior Managers in the Lettings team. A number of our staff have or are currently completing the NFOPP Technical Award.
05 STAFF EMPLOYMENT Our team introduction and recruitment comes from the following sources: •
Trusted external recruitment specialists who understand the James Pendleton brand and ethos
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Staff referrals and an incentive scheme for the successful introduction of a candidate
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The James Pendleton website’s careers section, which features clear information on the training opportunities and responsibilities each company role offers
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Social networking and media sharing of job vacancies, including via Linkedin
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All candidates are interviewed at least twice, including once by a Director
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All of our staff live locally meaning that they have a far greater passion, knowledge and enthusiasm for the area... WE LIVE HERE
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06 STAFF RETENTION We are dedicated to providing our team with opportunities for learning and career progression. We support our team in the following ways: •
An induction programme for new team members including intensive training, a training manual, welcome tours and regular meetings during the initial employment period
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Morning meetings to report on daily progress and planning
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Regular one to one training sessions and mentoring
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An annual company conference clearly outlining upcoming plans and best practice
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Weekly training sessions including advice on elements of best practice
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Quarterly appraisals for all staff with a company Director
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Team building exercises and events including Go-Karting and table tennis events
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Regular external training sessions and advice from industry professionals
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Staff incentives, both monthly and annual, including ski and sun trips
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Incentives from external partners including SPF Financial Mortgages
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An Neuro-Linguistic Programming and Business Coaching programme for all members of our team
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Internal promotions and career progression opportunities based on merit
It felt as though Tom was working for us as customers and we came to trust his judgement completely. It was also refreshing that although he stayed in touch with us on a regular basis and kept us up to date throughout our search, he didn’t hound us in a sales sort of way like other agencies have been doing. We were very happy when he found us our ideal property last week and we wouldn’t hesitate to recommend Tom, and as a result James Pendleton, to friends. Sophie - SW12
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07 TRAINING & DEVELOPMENT We offer a range of training and development opportunities for our team, including intensive coaching on sales best practice and current market trends •
Regular meetings and mentoring with a senior member of staff
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Daily office meetings
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Weekly, monthly and quarterly office goal setting and assessment
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Weekly departmental training seminars and strategy meetings
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Each department has a Best Practice Guide, which is used for staff training and development by outlining service standards and procedures
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Regular viewing shadowing for junior members of our team
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Marketing appraisal shadowing for those wishing to progress to management roles
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Role play scenarios with a senior member of staff to improve technique and performance
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Quarterly appraisals and reviews for all staff with a Director
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Target Management Scheme when an employee has not achieved 80% of their quarterly target
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Reapit, Rightmove, Zoopla and Social Media software training including insights into market trends
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IPads in each office for Marketing Appraisals and improved understanding of digital marketing and property market trends
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Regular visits to property expos, conferences and property shows
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External specialist and training sessions including solicitors and SPF Mortgage Advisors
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Regular incentives for our team to keep morale and enthusiasm for learning high
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NFoPP training and qualifications
08 FINANCIAL INTEGRITY •
We produce statutory annual accounts and tax returns
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We produce full and detailed invoices for all Landlords and tenants
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We retain detailed records of our accounting and client data for a minimum of six years
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We are a registered member of the MLR
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We are a registered member of the Property Ombudsman
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All clients have to provide us with proof of identity when committing to either a sale, let or purchase
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We implement a series of security checks to ensure safe transfer of keys and documents
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All landlords can view and obtain monthly and annual statements online
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We register all tenant deposits with a DPS scheme
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All tenant information regarding fees is clearly accessible on our site
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We abide by the Data Protection Act
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Particular praise and thanks has to go to Dave Standeven who was absolutely superb throughout the whole process - from the viewing process where he really was the only estate agent out of the many we were working with to take the time to learn exactly what we liked and didn’t like, right through to the offering process, exchange and finally completion yesterday. Alex and Rosina - SW17
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10 TECHNOLOGY 09 ACCOUNTING •
In the last 12 months, we have made the following technological advances:
Our in-house accounting team comprises a Financial Director, account managers and administrators including specialist Property Management accountants and administrators
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We provide monthly payslips with a breakdown of an employee’s individual commission
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All staff and departments are fully informed of monthly and annual targets with progress reports throughout the year
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Advanced SEO strategy including retargeting
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A concentration on mobile advertising
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Training for our digital marketing team
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A more streamlined system for sending e-newsletters
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A responsive website and mobile site which is regularly tested
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The full integration of our 360degree iView, images and interactive floorplans
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11 MARKETING This year our ‘Have you met…?’ campaign was developed and extended to new audiences through digital and printed media. 2014/15 we launched our Have You Met..? campaign. The object of the campaign was to put a human face to our business which mirrors our professional, approachable and high service levels. •
Advertising and editorial in local and national magazines including The Times and The Daily Mail
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Improved calls to action across our website and social media platforms
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An improved SEO and PPC strategy incorporating retargeting
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Advertisements on London buses and taxis
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Outdoor billboards and at train and underground station gates throughout London
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A-boards outside James Pendleton offices
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Flyers targeting particular office areas, disseminated through an integrated Zoopla system
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Attractive office window displays including video displays
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Fleet of liveried company cars
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Property brochures, folders and business cards featuring high quality in house photography and design
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Oyster card holders, umbrellas, t-shirts, bicycles, sunglasses and frisbees
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Involvement in local events including sponsorship of street parties and local school events
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Blogging on local businesses and cross promotion through social media and events
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Promotion of local and property news across our social media platforms: on our Facebook, Twitter, Instagram and Google+ pages
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Targeted Facebook ads featuring images and videos
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Online ‘flick book’ style property brochures
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Extensive presence on Zoopla and Rightmove
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Images showcased on our website through full page width image banners and slideshows
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Company branded e-newsletters with advanced reporting capabilities
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Branded email signatures and bespoke email templates listing matching properties
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Development of PR strategy through Twitter and Instagram
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Improved mobile compatibility of all online platforms
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HAVE YOU MET BROCHURES
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CAR REBRANDING
12 BRAND AWARENESS This year we have shown and developed brand awareness in the following ways:
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Premium feature advertising on Zoopla and Rightmove
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Multi-office marketing from our well located offices
Editorial and advertising in the local and national press
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The presence of members of our team in opinion pieces in local and national press
Open days, launch days and community events shared extensively via our marketing platforms
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Bespoke promotion on Social Media platforms and via our newsletters
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Training in best practice for our digital marketing team
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An advertising campaign focused on making connections, with clear calls to action and a clear sense of brand image
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Expansion to ten offices including the opening of an office specialising in Riverside property
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The Angel department - a dedicated after sales care department providing advice to our purchasers
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Professional in house photography, floorplans, 360 degree images and brochure design
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Networking and presence at high profile international property events including MIPIM
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Bespoke company website
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Bright and informative window displays in all offices
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Fun and engaging online competitions
The development and implementation of bespoke pages, features and resources for our Land, New Homes and Investments clients
HAVE HAVE YOU YOU MET MET BROCHURES TAXI CAMPAIGN
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13 COMMUNITY INVOLVEMENT As agents with a local focus as well as an international one, it’s important that our team not only thoroughly understand the areas in which they work but also spend time with residents and give back to those communities. Here are some of the ways in which we have contributed to local life:
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Purchasing prizes for local and charity events from local businesses
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Charity fundraising; our team raises funds and awareness for Battersea Cats & Dogs Home, Trinity Hospice and Action for Children
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Charity events include bake-off competitions, golf tournaments, wine tasting events, quizzes and raffles
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Donation and presentation of prizes at local street and school fairs
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Our in-house designers have assisted the organisers of local fairs with the production of marketing materials
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Supporting local athlete Aaron McKibbin on his journey to Rio 2016 http://www.aaronmckibbin.com
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Organising entertainment and handing out balloons at local events
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Our Angel department recommends local contractors and other businesses
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Organising our own public events with entertainment and prize winning initiatives
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We send local information and property advice to our clients in e-newsletters twice monthly
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Promotion of local businesses on our online platforms
William was attentive and forthright, and very patient in showing me around various properties and listening to my feedback...I genuinely felt that he was fighting my corner and I appreciated and trusted his advice. Thomas - SW4
HOLY CROSS SCHOOL FAIR
14 BEST PRACTICE •
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Implementation of our ‘Going that little bit further’ campaign to ensure that we deliver the highest service level at all times A dedicated after sales care service from our Angel department which incorporates a move in gift pack, contractor recommendations, assistance with arranging removal services, advice on parking and utilities and assistance with alarms for the property if applicable
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Regular contact from the Angel after sales care department to check that the buyer/tenant/landlord is happy in their home
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A dedicated online resource providing clients with news on the local area, maintaining property and property news and statistics on our blogs and social media platforms (Blogs, Facebook, Twitter, Instagram, Youtube)
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Online client surveys
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Seasonal fee promotions and client incentives
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Clear explanations of tenant fees on our site
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A regularly updated and circulated Employer Handbook outlining company systems, procedures and approach
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An official written disciplinary and grievance procedure for employees including a formal written disciplinary stating the issue, a meeting with a Director to discuss the issue, a disciplinary decision and the opportunity to appeal the decision
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JAMESPENDLETON.CO.UK