Property Professional - January/February 2014 by Property Professional

PROPERTY PLATFORM: THE ROAD AHEAD FOR 2014

ARE INTERN AGENTS ON THE ENDANGERED LIST?

NEW YEAR, NEW YOU, NEW BUSINESS PLAN

JANUARY / FEBRUARY 2014

It takes thousands of strands of fibre to produce a spectacular result. Much like people.

We are delighted to have again been recognised as the Best Estate Agency in South Africa and Africa by the International Property Awards 2013. We take this opportunity to acknowledge, congratulate and thank each and every member of the Pam Golding Property Group, across 3 continents and 300 offices, to whom these awards are dedicated and without whom our success would not be possible. Best Real Estate Agency South Africa Best Real Estate Agency Africa 2013

www.pamgolding.co.za

ED ITO R ’S N O TE

PUBLISHED BY THE PROPERTY ADVERTISING

EDITOR’S NOTE

JOINT VENTURE 6 Beach Road, Old Castle Brewery Woodstock 7925

While chatting to some business people the other day, I heard someone mention that the post-recession babalas is coming to an end for South Africans. While the year past may have been a challenging one, this one, it’s said, will be better. While that might just be optimism speaking, a positive attitude always helps. However, with interest rate increases expected,

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along with labour and political uncertainty, the year ahead won’t be without challenges, so

CEO - PA MEDIA

the best bet for real estate professionals is to hope for the best and plan for the worst.

Shaun Minnie

As we wipe away the festive season hangover and gear up for another 12 months of business, some introspection is needed.

083 629 6081 shaun@pamedia.co.za EDITOR

It’s the beginning of a new year. Over the past few weeks we have probably all made ourselves ridiculous promises that we will never be able to keep about how this next year will be different. About how we will stop smoking, eat healthier, exercise more. About how we will work harder, sell more property, make more money, live a balanced life. But all the while

Michelle Funke 011 462 8959 michellef@propertyprofessional.co.za

we know that, in reality, life will get busy again and these promises to ourselves will go out

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the window, leaving an empty echo of guilt about the goals unachieved, again. But this year

Sarah Steadman

can be different!

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We all may have great intentions to achieve our goals, but without a solid plan that is

sarah.steadman@pamedia.co.za

measurable and easy to stick to, there is no hope of succeeding. In this issue, Property

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Professional has included some great features to help you plan for an outstanding 2014.

Nikki Barnard

Be sure to read our ‘New year, new you, new business plan’ feature, which takes a look at how to make your business more profitable. We also take a peek at how psychology can

nikki@propertyprofessional.co.za

influence a sale, and whether or not taking the time to evaluate and understand clients more

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intimately could result in increased success.

Nicolette Lubbe 011 476 6293

Features on consumer trends and social media for business are also sure to give you insight

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for your 2014 business plan. Dont miss what our property professionals in Cape Town have

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to say about what 2014 will hold for the South African property market in our coverage of our second Property Platform event – the cover story for this issue. Remember to visit our website, www.propertyprofessional.co.za, participate in one of our online opinion polls, like us on social media and let us have your feedback on this issue. Happy New Year!

MICHELLE FUNKE

michellef@propertyprofessional.co.za

Disclaimer: The publisher of this magazine gives no warranties, guarantees or assurances and makes no representation regarding any goods or services advertised within this edition. © Copyright Property Advertising Joint Venture. All rights reserved. No portion of this publication may be reproduced in any form without prior written consent from the publisher. The publishers are not responsible for any unsolicited material.

CO N T EN T S

CONTENTS 04 INDUSTRY NEWS 12 PROPERTY PLATFORM: THE ROAD AHEAD FOR 2014 18 NEW YEAR, NEW YOU, NEW BUSINESS PLAN

22 IT’S ALL IN THE MIND

28 MARKET SHARE: PROPERTY FINANCE IN SOUTH AFRICA 30 CONSUMER TRENDS: THE TIMES THEY ARE A-CHANGING 34 ARE INTERN AGENTS ON THE ENDANGERED LIST?

38 SOCIAL MEDIA: GO BIG OR GO BROKE 44 NEW AGENTS ON THE BLOCK

50 TOP PERFORMING AGENTS 54 FINANCE & FIGURES: HOW DO HOME LOANS MEASURE UP? 56 DEVELOPMENT UPDATE 60 TECH TOOLKIT 64 WORD ON THE STREET ON OUR COVER FROM LEFT TO RIGHT: Adrian Goslett, Laurie Weiner, John Chapman & Samuel Seeff. Cover image by Trevor Samson

Why Chas Everitt? The best test of any Real Estate franchise is what it's own people have to say about it

“In less than two years I have increased my business by over 200%. I had to move offices to accommodate our hugely expanded sales and admin teams! More than 21 agents have flocked to join our team - attracted by the Chas Everitt banner and our recruitment campaigns. We are turning the market upside down for our clients by delivering outstanding service and fast results. Our agents are highly effective as a result of their access to the Chas Everitt top-notch training skills, technology and marketing offerings.” Jacques Bronkhorst - Glenvista “Operating within the Chas Everitt Group means being part of a large and supportive family. We receive excellent business support and major benefits from being associated with a well-known brand in South Africa. Top management takes a keen interest in the career development of our agents and recognizes that real estate is not just about property, but about sound investments and long-term relationship building. Chas Everitt has provided us with a solid foundation for business growth within the property sector”.

"The great thing about Chas Everitt is its clean, powerful branding and the diverse selection of marketing materials together with an ever expanding set of online tools. Combine this with great franchise support, the best industry training and a strong ethical value system and you have a recipe which provides the best service experience for my clients and the right foundation for my team and I to keep growing stronger and taking our business to the next level."

Ramona Grimbeek - Lowveld

Dean Meijer - Hermanus, Onrus, Kleinmond

If you're looking to take your business or career to the next level ... Choose Chas Everitt For Franchise or Notebook Licence enquiries contact GERHARD KOTZÉ 011 801 2500 / 082 447 5698 gerhard.kotze@everitt.co.za

Page 6: I N D U S T RY N EW S

INDUSTRY NEWS E MIR A MOVES AH EAD WITH E A RNINGS-E N H A NC I NG S T R AT EG I ES Emira Property Fund has furthered

“By incrementally shifting this portion of our debt facilities from three-month

its earnings-boosting participatory

CP to six- and 12-month CP, the weighted average expiry of Emira’s total

interest (PI) repurchase programme

debt facilities – which includes over R1.5-billion of long-term debt facilities

and optimised its cost of

with commercial banks and R500-million of domestic medium term notes

borrowings by taking advantage

– has been lengthened,” says Templeton. “This is a strategic decision by

of low interest rates currently

Emira and responds to a market that is demanding slightly longer dated

available in the money markets.

money market instruments, displaying a preference for six- to 12-month CP

The JSE-listed SA REIT recently

over three-month CP.”

concluded a R70-million PI buyback, taking its total PIs

“Emira is still taking advantage of relatively cheap short-term debt, but

repurchased to R206-million in the

we’re gradually pushing out longer term debt in anticipation of interest

past two years. The buyback is

rates increasing. We believe this should benefit the fund,” says Templeton.

part of Emira’s PI holder approved

“We’re also positioning ourselves to further lock in rates.” Emira enjoys

programme, which aims to grow its distribution to investors by reinvesting

funding from different commercial banks and money markets, with its

proceeds from the disposal of non-core assets through the timeous

diversified funding strategy minimising interest costs and reducing the

repurchase of PIs. Emira CEO James Templeton says: “At opportune times

risk to investors. The interest rate on over 70% of its total debt facilities

in the past, Emira has bought back PIs. The price dip in South Africa’s

has already been swapped out, providing certainty on interest costs for

listed property sector earlier this year created the opportunity for further

investors. It is using these funds to finance capital projects including its

earnings-enhancing PI repurchases for Emira.”Meanwhile, its disposal of

major refurbishment and expansion for Wonderpark Shopping Centre

non-core assets continued with Fleetway House, Montana Value Centre,

in Pretoria, which will be extended from 63 000m2 to 90 000m2 of

261 Surrey Avenue and a further 12 sections of Georgian Place being

fresh, modern retail space. Thanks to Emira’s major capital investment of

transferred out of the fund since 30 June 2013. These sales totalled over

R513-million in Wonderpark Shopping Centre’s improvements, it is set

R100-million, which could potentially be used for further repurchases

to claim super-regional shopping mall status and become one of the 15

or reinvestment in the rest of the portfolio. Emira has also been taking

largest malls in South Africa. For Emira this will result in an estimated yield

advantage of low interest rates in the money markets, having recently

of 8.4% for Wonderpark Shopping Centre, which is a strong performer

issued R230-million’s worth of new 12-month unsecured commercial

in its portfolio and has achieved favourable compound growth. Emira

paper (CP) at an interest margin of 74 points above the three-month JIBAR

has a diversified portfolio of office, retail and industrial properties. Its

rate, resulting in an all-in rate of 5.87%. Restructuring of certain existing

assets comprise 146 properties valued at R9.4-billion and it has a market

CP issues saw Emira issue R100-million’s worth of three-month paper

capitalisation of R7.3-billion. Emira is also internationally diversified

and R399-million’s worth of six-month paper at all-in rates of 5.34% and

through its direct interest in ASX-listed Growthpoint Properties Australia,

5.83% respectively.

valued at R537.1-million at 30 June 2013.

NUMBERS TO KNOW Numbers to know is a feature that catalogues the most notable, quirky and surprising statistics in South Africa. See this issue’s selection…

€500 000 Buyers from China, Russia, the Middle East or elsewhere who spend at least €500 000 on real estate in either Spain or Portugal get a permit that lets them travel freely within Europe’s 26-country Schengen zone without restriction. Fin24 - ‘Golden visas’ draw buyers to Iberian property

A good year to grow The economic climate over the past five years has left us with a more professional and robust real estate industry... Those agents and principals who weathered the financial crisis and have since obtained their NQF4 and NQF5 qualifications in estate agency are the “best of the best” and are increasingly realising that they deserve the best support, training and marketing platforms available. This is why so many continue to join the bigger national real estate groups that not only have the means but also the infrastructure already in place and the willingness to help them - and also why Chas Everitt International is expanding once more. In the past few months, for example, we have signed up new full franchises for the Atlantic Seaboard and City Bowl area, Phalaborwa, Hoedspruit, Potchefstroom, St Francis, Jeffrey’s Bay, Witbank, Vryburg, Kuruman and Kathu.

“I have been impressed with the professionalism that we encountered from the start and with the outstanding training we have received ...what stands out for me personally is the ethical approach and values that are fundamental to the group” Several of our existing franchisees have also opened additional offices, notably in Hermanus and King William’s Town, and we have also helped a string of top agents in areas as varied as Stellenbosch, Lydenburg and Bethlehem to launch their own businesses using our Notebook© licence model. And the respected KZN-based development company Elan Property Group recently also converted its Simbithi Eco Estate marketing team to the Chas Everitt International Brand. The Atlantic Seaboard and City Bowl franchise will be under the direction of Charl and Adél Louw, the group’s long-time franchisees in Cape Town’s Northern Suburbs, and we appreciate this demonstration of their faith and ongoing commitment to our value proposition. Our new franchisee for the St Francis, Jeffrey’s Bay and Humansdorp areas is Brendon Lahana, formerly the owner of top local agency Bay Estates, who says his decision to convert to the Chas Everitt International brand was primarily based on the belief that it would be good for his agency’s client.

“Chas Everitt not only shares our vision and core values but is also dedicated to ongoing agent training and support, and very advanced in the use of business technology and online marketing methods. These will enable us to build on our existing strengths and provide clients with even more outstanding service, including the ability to give sellers’ properties in the St Francis area the widest possible exposure to potential buyers nationally and internationally.”

CHAS EVERIT

In Potchefstroom, the new franchisees are Bertus Huisamen, Surika Labuschagne, Susarie De Klerk and Joe Volschenk, formerly of local agency Dimapoint Realty, and Huisamen, who has who has been a resident of the town for almost 50 years and deeply involved in its property and legal sectors, says they all felt that Chas Everitt International was the right ‘vehicle’ to maximise the potential of the current hot market. “I have been impressed with the professionalism that we encountered from the start, and with the outstanding training we have received so far. However, what stands out for me personally is the ethical approach and values that are fundamental to the group. I have always believed that following the ethical path will guarantee success, and this has already been proved by the continued growth of Chas Everitt International.” Also in North West, the town of Vryburg has grown into one of the country’s most important agricultural hubs, resulting in substantially increased activity in the local property market and prompting well-known local attorney and estate agency owner Hardus van der Westhuizen to “go big” and convert his agency to the Chas Everitt International brand. To further strengthen his current footprint in Vryburg, Hardus has also taken the opportunity to expand and grow into the nearby Kuruman and Kathu markets. “These markets are the future of our region and we know that with the extensive footprint and robust systems that Chas Everitt has to offer we can become the market leader in these areas within the next couple of years,” he says.

Meanwhile the groundbreaking Chas Everitt Notebook© licence concept continues to be well received all over the country. This concept is specifically designed to give top performing agents and independent agencies in defined areas and smaller centres the opportunity to derive the same benefits as a franchisee from trading under a strong national brand, but at a much reduced entry and operational cost. Further savings are also possible because Notebook© licensees don’t necessarily have to operate from formal business premises or hire administrative staff. In addition to the brand, the licence does however give them full access to the Chas Everitt International group business systems, websites, marketing material and platforms, training resources and proprietary technology solutions for transaction management. And the proof of its appeal is that there are currently more than 30 Notebook© licensees successfully operating in locations as diverse as Boschenmeer Estate, Mossel Bay, Parys and Vereeniging, with the latest top agents to embrace the concept being Renette Crous in Stellenbosch, Madelein Viljoen in Lydenburg and Hans Fick in Bethlehem.

TRADE TODAY THE CHAS EVERITT WAY For Franchise or Notebook© Licence enquiries contact GERHARD KOTZÉ 011 801 2500 / 082 447 5698 gerhard.kotze@everitt.co.za

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A FU N D A M E N TAL SH IFT IN T HE RE NTA L M AR KET ?

By Louw Liebenberg, CEO of PayProp

Of late, an interesting conundrum has presented itself in the rental

Clearly, the above data does not support a view that consumers have

market. On the one hand, there is extremely positive rental data on

more money available to spend on rentals. Then there is the final piece

growing average rentals and sustained growth in the level of annual

of the puzzle, which is the decline in buy-to-let investors over the past

increases. On the other, there is an overwhelming amount of statistics

10 years. According to John Loos of FNB, more than 25% of all buyers

showing how tough life is for consumers, with major increases in the cost

in 2004 were buy-to-let investors. As the market ‘crash’ progressed, this

of transport, energy, healthcare and food. How do we reconcile these

number has now dwindled to around 8% of all sales transactions. What

views? The answer may be found in simple economics, but first, consider

this means in practical terms is that there has been a strong and steady

the three pieces in this puzzle, namely positive rental data, negative

decline in the number of properties bought for investment over the past

inflation data and the state of the buy-to-let market. Considering these

decade. All of this in a housing market where an increasing percentage

three together may point to the pending shift in the rental market that

of citizens are choosing to rent (Standard Bank’s latest estimates are that

estate agents have been waiting for.

more than 25% of all households are now renting).

Looking at the first piece of the puzzle, the current weighted average

And this is where the penny should be dropping. We are currently

rental in South Africa is now R5 757. This is 10.4% up from the

operating in a market where the last decade has seen limited rental

R5 212 recorded in September 2012. What is more, the 10.4% year-

stock formation, but an influx of demand in the form of more households

on-year, increase is the highest level of average rental increase seen

choosing to rent. This, in all likelihood, is creating a rental stock

since October 2010, a time when the South African rental market was

shortage, which, despite consumers not having more money available, is

normalising after the almost 14% rental increases seen in June 2010 as

causing rentals to escalate dramatically because the mismatch between

a result of optimism relating to our hosting of the FIFA World Cup.

supply and demand is pushing prices up. So tenants are caught between

As late as February 2013, South African rental increases were still in the

a rock and a hard place. They really do not have the disposable

5% per annum range, but we have seen an uptick from April this year to

income available to afford higher rentals, but because they are fighting

the current record high percentages.

over limited stock, they have to be prepared to pay more to secure a place to live. What does this mean for the market? There are two

Does all of this mean that tenants suddenly have more money available

important consequences to carefully consider. The first is to understand

in their pockets to not only afford record year-on-year rental increases,

the increasing strain that tenants are under and to utilise credit and

but also to be able to pay on time more regularly than previously?

affordability checking as a cornerstone of tenant selection. Tenants may

On the other hand, inflation data tends to tells us a different story; CPI

be tempted to extend themselves financially further than they are really

rose 6.4% year-on-year in August according to Statistics South Africa.

capable of maintaining in the long term. Most importantly, this may be

The main basket items responsible for the increase were food, which

the signal buy-to-let investors have been waiting for as they have seen

rose by 7.1% year-on-year and transport, at 8.7%. At the same time, the

limited capital growth in the value of properties the past year and have

BankservAfrica Disposable Salary Index shows us that the average South

not seen the type of rental yields to entice them back into the market.

African’s disposable salary has only increased by 5%, and isolates the

Basic economics tell us that scarcity increases value – and going by the

10.2% increase in medical insurance as another important factor that

early signals we are seeing in the market, this may just be the ‘perfect

has dampened the disposable income available to consumers.

storm’ for which buy-to-let investors have held out.

CCID RE L E A SES RESULT O F FIRST RE SIDE NT I A L S URV EY I N T H E C A P E T OW N C B D The highlights of a residential survey conducted earlier this year

bimonthly publication.Based at the CCID and Cape Town Partnership,

by the Cape Town Central City Improvement District (CCID)

researcher Andrew Fleming came up with the idea of the residential

were released this week, showing overwhelming support for the

survey in order to assist the CCID to develop a better understanding

‘downtown’ lifestyle that the area has to offer. The first of its kind,

of exactly who lives in Cape Town’s Central City area, what they do

the dipstick survey was conducted using SurveyMonkey among 220

for a living and how they add life to the CBD when they hit the streets

residents living in and in close proximity to the boundaries in which

after hours. “Also,” says Andrew, “this survey helps us to understand

the CCID operates, and an infographic with the highlights appears in

how the CCID can better match its services to the needs of residents

the latest issue of City Views (October/November 2013) – the CCID’s

to best live up to its motto of ‘safe, clean and caring.’ It told us what

Page 9: I N D U S T RY N EW S

vibe keeps growing and that we really promote what we have.” Another factor that surprised Andrew was the large number of people who use cars to travel short distances. “However, as MyCiTi rolls out further and the CBD incorporates more nonmotorised transport options, such as bicycle lanes and pedestrian corridors, it will be interesting to see whether the number of local drivers drops over the years.”Indeed, a promising indicator showing the potential of the MyCiTi service is that while only 9% use it to get to work, 30% of all respondents indicated that they use it in one way or another. Commenting on these figures in City Views, Cllr Brett Herron [the Mayoral Committee Member: Transport for Cape Town (TCT)] notes: “We’re looking to eventually achieve a 60/40% split – people like as well as what they would like to see improved.

public transport versus private vehicle – so we still have a long way to

Through this survey we’ve started a two-way conversation with

go, but I think that if, within the Central City, 30% are already using

residents that’s an important step towards ensuring long-term

MyCiTi, that’s very encouraging.”The survey also revealed the fluidity

engagement.” According to the latest SA Census, there are just over

of movement through the CBD, notes Andrew: “Residents clearly knit the

5 000 people now living in the CBD. “So it’s important to remember,”

city together; they’ll shop in one part of town, work in another and then

notes Andrew, “that this survey (the first of its kind, with 220

go to restaurants situated throughout the area. To residents, the CBD is

respondents) is, at this stage, a dipstick of opinion rather than a survey

more about a vibe, as opposed to a bounded space. ”The survey also

that represents the majority of residents. But, nevertheless, it reveals a

demonstrated a love of public space such as The Company’s Garden

number of very interesting facts among those who responded.

and pedestrianised thoroughfares such as St George’s Mall.

“For example, what really surprised me was the length of time some

“It would be wonderful to see more of the latter in particular. The results

people have lived in the CBD, along with the length of time they still

of the property investigation conducted in the last issue of City Views

anticipate living here. This shows confidence in the urban lifestyle of the

(October/November 2013 - The lowdown on property in the Central

CBD. People really emphasised that there was a ‘vibe’ here that you

City) showed just how popular retail was in the areas that had the

didn’t find anywhere else in Cape Town. It’s important that we ensure this

highest pedestrian footfall.”

CA PE TOWN CO MMERCIAL PRO PERTY IND U S T RY A ND C I T Y T O W O R K T O G ET H ER

The South African Property Owners Association (SAPOA) and the City of Cape Town will work to unlock opportunities by facilitating collaboration between the public and private sector. This message was delivered by City of Cape Town Mayor Patricia de Lille at a recent gathering hosted with SAPOA. The event, which focused on the city’s plans on infrastructure expansion, efficient investments and incentives for the private sector, also created a platform for furthering the mutual interests of property owners City of Cape Town Mayor, Patricia de Lille, at the recent South African Property Owners Association event in Cape Town

and local government. SAPOA President Estienne de Klerk says: “This is the first attempt to create an opportunity for the property industry to engage on issues affecting the buildings it owns in the city.” Cape Town

Page 10: I N D U S T RY N EW S

City Improvement District chairman Rob Kane, who is also a Cape Town

De Lille addressed the concerns, saying the city would undertake a review

Partnership board member, told the attendees: “Our research shows

of its facilities and amenities to increase the potential for leasing and sales

that 30% of visitors who come here for business first, come back again

opportunities for interested buyers. She also announced a new incentives

for leisure. Attendees at major events in 2012 totalled some 159 400

policy designed to attract citywide and area specific investments. These

people. The statistics are a result of a strategy aimed at ensuring the

would be made available via tenders. De Lille highlighted the city’s

CBD is a quality environment where business can flourish.”But while

focus on Atlantis, saying investors could look forward to large tracts of

business in the city is thriving and great strides have been made, there

land at municipal valuation rates and capped development facilitation

are several issues affecting property owners. These, says Kane, include,

fees, among other incentives. For now, the commercial property sector,

“concerns over security, aggressive begging, lack of visibility and tight

represented by SAPOA, and the Mayor’s office have agreed to meet to

signage restrictions.”

discuss matters further.

PE R ISCOPI C MASINGITA: A P ROM ISING COL L A B O R AT I ON I N T H E A FR I C A N C OMMER C I A L P R OP ERT Y A R ENA Masingita goes back several years, as early as 2004, when we were commissioned to manage a major development of theirs together with Resilient, namely Jabulani Mall. We immediately both recognised the mutual benefits of our two companies collaborating and enhancing each other’s capabilities through our own unique skills,” says Mark Souris, managing director of Periscopic Property Management. “From day one, we have had a great, positive relationship with Masingita, both professionally and personally. We began working with them on more and more significant projects, until our two businesses had become quite intertwined. Masingita’s wide-ranging portfolio of projects is a veritable goldmine of opportunity for Periscopic to really be able to show our capabilities in the field of retail commercial property management, and we’ve seen success after success, which bodes very well for the future of our partnership.” Founded by Mike Nkuna in 1983, who now oversees the business as chief executive officer, Masingita encompasses an impressive portfolio Mark Souris, Managing Director of Periscopic Property Management and Mike Nkuna, CEO of Masingita

within the South African property development and construction industries. “Our connections within various communities, as well as across a wide range of political areas, give our already successful

It has been said that a truly successful and innovative business strategy

group of companies the potential to grow exponentially in the African

is not a solo sport, and indeed this notion holds true with regards to

market. With Periscopic’s expertise added to the mix, we can really

the recent partnership between two of South Africa’s most prominent

take both businesses to another level. They provide an integral missing

players in the rural and urban retail property sectors. The highly

link to our formula for success at Masingita, and this is what sparked

regarded property management firm, Periscopic Property Management,

our initial conversations with regards to merging companies,” Nkuna

and the Masingita Group of Companies have announced their merger.

explains.The 100% black-owned Masingita holds a Level-3 BEE status,

Periscopic Property Management was founded in 2002, and since

received from the highly respected Empowerdex rating agency. The

then the organisation has steadily built a reputation for outstanding

group’s primary area of focus lies within the urban and suburban areas,

practices in property management, with a particular focus on the

including townships and rural areas, which afford a myriad sustainable,

complex industry of urban and rural retail properties. Periscopic

niche prospects, as well as provides ample opportunity for Masingita to

Property Management is managed by some of South Africa’s most

enhance local and rural economic development. The organisation has

respected and experienced property management experts, who

also expanded their sought-after expertise into the expanded property

oversee an extensive team of highly qualified, capable professionals.

markets across Africa, within both governmental and private sectors.

Periscopic’s well-regarded operations have proven to be the perfect

“We are certainly eagerly anticipating the future opportunities our

partner option for another giant in the South African property

partnership with Periscopic will present, and believe that the mutual

arena, the Masingita Group of Companies. “Our relationship with

benefits of our collaboration are endless,” concludes Nkuna.

AGENTS AND THE FUTURE OF DIRECT MARKETING THE CPA

The implementation of the Consumer Protection Act (CPA) gave those doing direct marketing new food for thought as one of its provisions requires that consumers must always be given the option to opt-out, free of charge, from any direct marketing. The wide definition of â&#x20AC;&#x2DC;direct marketingâ&#x20AC;&#x2122; means that any communication in person, via ordinary mail or electronically and directed at the consumer personally, is subject to the CPA. This is coupled with the introduction of a 5 day cooling-off right for any transaction concluded as a result of direct marketing (unless the 7 day period of the Electronic Communications and Translations Act applies).

with those of the CPA. It appears to choose an opt-in system, meaning that the consumer must consent before direct marketing can take place, unless the consumer is an existing customer of the supplier, gave his details for the purpose of direct marketing, and is given the option to opt-out each time. The supplier can contact the customer once only to get this consent. This is essentially an opt-in system. Note though that in PoPI the section dealing with direct marketing relates only to electronic direct marketing where in the CPA it relates to all forms thereof. 2014 AND ONWARDS

The CPA also provides for a registry (which is still to be established) where consumers can record their opt-out choices. A marketer will have to check its database against the registry to ensure not to market directly to someone who has listed his opt-out preference on this list. Marketers may however send material to persons that gave consent after 1 April 2011.

These laws mean that, after the registry is set up, an (electronic) marketer will have to get consent from consumers and check the registry. If a name is on the registry the marketer cannot contact the person to get their consent to do marketing. For other non-electronic direct marketing, the marketer can approach the consumer provided he has not opted-out.

Under the CPA we therefore have an opt-out system, ie direct marketers can contact consumers unless they have opted out. They do not need the prior consent of a consumer.

Until the registry is established, it is prudent to try to get consent before doing direct marketing as that will comply with PoPI and with the CPA, even after the registry is established.

POPI

When the Protection of Personal Information Bill (PoPI) becomes law, things will change somewhat. Its provisions are not ideally aligned

PROTECT YOUR OWNERSHIP WITH THE PAPERWORK.

more than ju

Visit www.rawson.co.za to find out how you can become a neighbourhood expert in your area.

Call us for franchise and career opportunities - 0860 RAWSON/729766 | franchising@rawson.co.za | careers@rawson.co.za

neighbourhood expert /neıbǝhцd ‘єkspə:t/ - noun 1.

someone with a knack for finding lost neighbourhood pets.

a Rawson Properties estate agent.

Your Neighbourhood Experts

With our own property training academy and over 1000 area experts nationally, we’ve been South Africa’s neighbourhood experts for over 30 years.

Page 14: P RO P ERT Y P L AT F O R M : T H E ROA D A H E A D F O R 2014

PROPERTY P L AT F O R M : THE ROAD AHEAD FOR 2014

Lively debate and workable insights were brought to the table at the second Property Platform held in Cape Town on 1 November 2013

Page 15: P RO P ERT Y P L AT F O R M : T H E ROA D A H E A D F O R 2014

Photography : Trevor Samson

Property experts Adrian Goslett – chief executive officer RE/

leisure market continues at a slower pace. Goslett says that while

MAX of Southern Africa, John Chapman – chief executive officer

stable interest rates remain vital to economic stability, consumer

Rabie Properties, Laurie Weiner – managing director Pam Golding

confidence is affected at every level. Investor uncertainty resulting

Properties Cape Town/Atlantic Seaboard, and Samuel Seeff – chief

from political instability affects the emotional-based decision-

executive officer Seeff Properties, with a collective 70 years of

making processes of buyers. However, stimulus across all industry

industry experience, provided depth to market indicators that may

sectors will impact positively to counteract these factors.

spring surprises, create expectations, rise hopes or set new trends. The market remains sentiment-driven and, as a result, stronger Although political stability and the reduction of violent crime

economic fundamentals are needed to fuel and sustain growth in

topped 2014 agendas, consensus prevailed that a robust

South Africa’s Gross Domestic Product, says Seeff. Investors ready

economy will sustain consumer confidence and fuel positive

and waiting to participate in the local economy are more likely to

sentiment, both at home and abroad.

return to the market once last year’s high levels of ‘buyer fatigue’ are reduced.

Most notable is the anticipation of new market trends impacting sales, rentals, as well as new development. A marked reduction

Chapman says greater focus from government on service delivery

in turnover of luxury free-standing properties in top-end suburban

issues, as well as the unlocking of sufficient land for development,

areas is directly linked to increased demand for large sectional

is crucial for a positive knock-on effect on the economy. Issues such

title units in secure surroundings.

as infrastructure planning, land scarcity and the potential impact of unresolved land restitution and related issues need urgent attention.

The sustaining of market growth will depend heavily on government’s management of upcoming elections, as well as co-operation at business and institutional levels to achieve greater industry regulation and sound implementation of transformation

I N D U S T RY R E G U L AT I O N A N D T R A N S F O R M AT I O N

processes. Industry is calling on government for the release of

All round agreement was expressed for increased regulation

more vacant land across all segments of the market.

to solidify the basis of the industry, which will attract a high calibre of operators and graduates to uphold industry

South Africa’s vigilant banking sector will continue to add value

standards.Seeff says that current barriers to entry are placing

in an economy currently facing challenges such as unprecedented

unnecessary strain on the real estate industry, and ideally the

consumer indebtedness in the midst of the newly approved credit

property transformation charter should be re-investigated to

amnesty and improved lending conditions.

ensure compliance at all levels, which admittedly will be an onerous process.

P O S S I B LE S T U M B LI N G B L O C K S TO OV ERCO M E I N 2 0 1 4

He says as legislation and greater compliance is exercised,

While cautious optimism for a healthy 2014 was expressed by

Large companies are increasing their market share as the result of

Weiner, she says high demand for good stock in recession-proof,

infrastructure and expertise to support small operators. A current

quality residential nodes continues to drive stock shortages.

trend expected to continue is smaller agencies, with a preference

Although consumer confidence and prudent cash selection

for focusing on what they do best, possibly joining skilled players

processes at the top end of the market indicate positive growth, the

with the means to provide good operational controls.

smaller real estate companies will move towards bigger brands.

Page 16: P RO P ERT Y P L AT F O R M : T H E ROA D A H E A D F O R 2014

Adrian Goslett, CEO of RE/MAX of Southern Africa

John Chapman, director at Rabie Property Group T H E S U P P O RT I V E RO LE O F S O U T H A F R I C A’ S BA N K I N G S E C TO R

although a good education for offspring is largely an affordability issue, superior quality schooling is valued throughout different income and cultural groups. Families with young children determine their choice of

All round discussion highlighted the fact that stringent lending criteria by

schools prior to selecting a residential area and, as a result, buyers are

local banks is inclined to draw unnecessary criticism from the property

increasingly lured by close proximity to security estates.

sector, despite South Africa’s banks continually holding down top international rankings.

New trends show that potential buyers and tenants are more inclined to settle where schools are within safe walking or short commuting

Seeff says that compared to the instability seen at global banks, South

distances from home. Chapman says that all-round solutions, such as

Africa’s banks are doing a reasonable job considering that local market

good infrastructure and increased land allocations, should be found

conditions do not allow the easy build-up of deposits for 50% of home

to cater for educational needs, from entry level and low cost housing,

loan applicants who are first-time homebuyers.

through to the top end of the market.

However, both Goslett and Weiner are of the opinion that banks should

For Goslett, market trends are indicating that commuting to overcrowded

place greater focus on positive lending criteria for entrepreneurs and

schools remains problematic, which is further cause for increased

self-employed mortgage applicants considered high risk applicants but

development of both state and private schools closer to communities,

who have less ability to prove their credit worthiness.

where tangible investment returns are possible.

Chapman says that from a developer’s perspective, although South

While the affordability of mortgage repayments are affected by high

Africa’s banks are regarded as top class, improvement of efficiencies

private school fees, Weiner says long waiting lists at both public and

both at banking and government levels will help aid property

private schools filled to capacity in quality locations reveals a calling

interventions to boost markets.

out for the freeing up of open land for more housing and school developments. She says a 20% price increase as the result of greater

D EM A N D F O R H O U S I N G C L O S E TO

INFRASTRUCTURE AND GOOD SCHOOLS

demand along the Atlantic Seaboard with several good schools was seen last year for larger three-bedroom sectional title units in good areas,

S E T T I N G N EW T R EN D S

as opposed to two-bedroom units previously most in demand.

Added value is derived from good schools within close proximity of

However, Seeff feels strongly that private estate lifestyles come at a

residential areas, public amenities and community centres. Goslett says

premium. He says high levels of violent crime is the main motivating

Page 17: P RO P ERT Y P L AT F O R M : T H E ROA D A H E A D F O R 2014

factor behind families now prioritising good and safe schooling in luxury

CO N S U M ER CO N F I D EN C E

gated communities. A decline of luxury housing on large plots in top-end areas with numerous excellent schools, such as Cape Townâ&#x20AC;&#x2122;s southern

According to Seeff, as consumer confidence feeds off political stability,

suburbs, is increasing. A need for greater security is seen among

peaceful elections will impact positively both on existing as well as

owners of large properties in upper Constantia and Bishopscourt, where

developing markets. Meaningful investment into the country is still

wealthy households are moving away from paying high municipal taxes,

awaited, as seen in municipal statistics showing no real growth in the

maintenance and security costs. As a result, this area currently offers best

number of plans submitted compared with real growth during 2007/8.

value for money in the Cape Town market.

He says that while more developers need to come to the market, they require access to capital to cater for the growing demand for housing in

Chapman says that this trend has seen the combination of new property

South Africa.

development at Century City with affordable private schooling through Curro Holdings, which has done a detailed analysis of the market. This

From a developerâ&#x20AC;&#x2122;s perspective, Chapman says that early indicators of

model includes a number of unique solutions, such as the use of sports

positive market sentiment in new developments as seen last year are

fields to facilitate secure open spaces for leisure purposes as the result of

continuing. Renewed interest is seen in an uptick in the number of buy-to-

the development of residential nodes around school grounds.

let investors returning to the market, who favour smaller yet modern units in good locations, within secure private estates and developments.

Another high demand areas also illustrating convenience and security

Small operators who survived the global economic crisis are now able

is seen at Waterfall Park in Midrand, where Reddam House reaching

to rely on operational structures to support continuity and capitalise on

capacity within the first year has resulted in negotiations under way for

niche areas. As a result, they are better equipped to anticipate future

a second school nearby. Weiner says growing demand for property

surprises, such as Rabie moving between commercial and residential

in Table View has been supported by the establishment of Parklands

property during tough markets.

College in the area. Significant growth is seen along the Cape West Coast with growing numbers in enrolments at the West Coast Curro

B E S T I N V E S T M EN T S F O R T H E Y E A R A H E A D

School. The coastal town of Langebaan has seen increased Seeff property sales of 53% in the past year, which is setting the tone for

These will depend on buyersâ&#x20AC;&#x2122; priorities, such as owner-occupied,

significant growth as development around the Saldanha Bay Industrial

speculative or buy-to-let purchases.

Zone gains momentum. Buying more units at lower values produces higher returns, while large D EN S I F I C AT I O N O F R E S I D EN T I A L A R E A S

units usually offer lower return values, says Weiner. She says that

Greater densification of residential areas by councils will facilitate South

linked to growth, investors should prioritise either long-term growth or

Africans moving to a denser style of living where shared services can

short-term returns, such as rental income of buy-to-let purchases.

ultimately capital growth is vital, and since investment periods are directly

be achieved. The functional utilisation of large erven in luxury suburbs can have far-reaching benefits. Seeff says that the time has come for public participation processes that will enable the amendment of current municipal laws against subdivision. Although more housing in smaller suburban pockets will require a shift in sentiment as demand for large properties declines, current trends show greater demand for smaller houses in secure surroundings. However, the property development industry as a whole remains heavily dependent on shortages of correctly zoned land that offers development rights. Chapman says that lengthy application and approval processes, which are costly to the industry, exacerbate already tough conditions for landowners and developers, who are ready to produce more housing solutions.

Laurie Weiner, Pam Golding Properties Cape Town/Atlantic Seaboard

Page 18: P RO P ERT Y P L AT F O R M : T H E ROA D A H E A D F O R 2014

Goslett says that while rentals play an important role across different market segments, such as the grooming of potential first-time homebuyers, the clichéd principle that buying well in a good location brings long-term returns applies across the board. Although not strictly viewed as investments, purchases made out of necessity, such as buying a primary home to facilitate schooling for young children, retirement or security, can bear long-term returns. He says family purchases close to public amenities make better choices than buying houses in small country towns, unless local economies are propped up by mining investment. Urban trends of investing in mixed-use developments are indicative of a growing need for consumer convenience and security in contained areas, says Chapman. The revival of city precincts is further enhanced by minimal commuting distances, technological advancement, educational and tertiary institutions, as well as retail and entertainment facilities. This is also supported by a growing demand for quality space in sectional title offices close to home, as seen at Century City, where small businesses are buying office units to cash in on reduced commuting times and costs. Investors should prioritise capital growth alongside the choice of whether to control investments passively or actively. Seeff says that ideal combinations can be found within well-located nodes that are not considered prime, but will offer long-term capital growth as well as good initial returns. Long-term growth is achieved as investment flows into those areas, such as purchases within the vicinity of Sandton but not in Sandhurst itself, or in Woodstock as opposed to Cape Town CBD itself.

BY ANNA-MARIE SMITH

2014 W I S H LI S T S Chapman: “Improved service delivery at municipal levels to reduce costly time delays as well as government’s release of more land for development.” Goslett: “Similar market conditions as during 2013, ideally with sustainable increase in prices and growth, supported by banks viewing business from a sales and not only risk perspective.” Seeff: “Ideally a combination of interest rates staying at the same level with peaceful elections to impact positively on the economy, and less labour unrest.” Weiner: “A sustainable change in sentiment as the main driver of confidence, coupled with positive political factors.“ A productive overview of 2014 trends and prospects brought lively discussion to a close with best practice advice. “The real benefits associated with homeownership cannot be quantified.” The group concluded that property ownership of smaller rather than larger homes is beneficial to the greater majority of South Africans. True value is derived from a balanced financial lifestyle, irrespective of whether consumers honour monthly payments for mortgages or rentals.

Samuel Seeff, chairman of Seeff Properties.

7 47 7

I1 D

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Age: Number:

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In Protea Glen... 25.6% of Households have an annual income of R76 401 - R153 800 followed by 22.6% of Households having an annual income of R153 801 â&#x20AC;&#x201C; R307 600.

99.3% have access to electricity for lighting.

49.2% Protea Glen residents access their accounts via ATM

Magazines with the highest readership: 1. True Love 2. Jet Club 3. Drum

The 3 most popular languages are isiZulu, Sesotho, Setswana

Most popular radio station Kaya FM

info@knowledgefactory.com www.knowledgefactory.co.za Tel: 0861535353

Page 20: N EW Y E A R , N EW YO U, N EW B U S I N ES S P L A N

Page 21: N EW Y E A R , N EW YO U, N EW B U S I N ES S P L A N

NE W YE A R , NE W Y O U, N E W BUSIN E SS PL AN MA KE 2 0 1 4 Y OU R YE AR TO SH IN E It’s a new year and with that comes the opportunity to start afresh.

use and will help you with budgeting and forecasting. You can also plan

Do you want your business to be more profitable? Then now is the time

ahead for financing; if you need help funding future growth, now is the

to reflect on your current goals, to see which ones you have met and

best time to investigate your options.

decide if your old business plan is working? If it’s not, then tear it up, forget about the mistakes of 2013 and start with a clear mind and a new

Assess your HR needs now. What staff are you missing that could be

business plan. Think of it as your Business New Year’s Resolutions.

a key component to your business plans? Jonathan Smith of strategists Courtwell Consulting remarks that it is mission-critical to have a well-

The very first thing you need to do is review; look at the past year

structured and comprehensive business plan in order to ensure the

and see what worked, what didn’t, what had the most success and what was a waste of resources. The benefit in trying something that doesn’t work is you can learn from it, and never repeat the same mistakes again. Once you have an idea of what plans yielded profit in 2013, table them for your 2014 business plan. What does every successful business have? A great business plan! Owen Holland, regional general manager of Property Investments at Business Partners, says, “Evaluate your business plan and processes objectively and add marketing initiatives which can bring about

sustainability of your business. He says that

“EVALUATE YOUR BUSINESS PLAN AND PROCESSES OBJECTIVELY AND ADD MARKETING INITIATIVES WHICH CAN BRING ABOUT MORE BUSINESS UTILISING THE EXISTING INFRASTRUCTURE. AN EVALUATION SHOULD ALSO BE CONDUCTED ON THE BUSINESS PROCESSES TO IDENTIFY WHERE EFFICIENCIES CAN BE IMPROVED, RESULTING IN MORE OUTPUT FROM THE SAME INFRASTRUCTURE.”

more business utilising the existing infrastructure. An evaluation should also be conducted on

while he has worked with businesses during the past few years in order to assist them in optimising their profits and building wealth, he has noticed the marked difference between organisations with no coherent business plan and ones where a carefully thought out business plan (covering strategy, marketing and sales, operations, human resources and business support services) is documented and adhered to. “A simple aspect such as measuring the number of staff that is required to meet the (hopefully growing) demands of customers and clients is often neglected and the requirement for optimal internal structures is either ignored or changed at the last minute to respond to client needs,

the business processes to identify where efficiencies can be improved,

says Smith, and this leads to both external (client) and internal confusion.

resulting in more output from the same infrastructure.”

The solution lies in formulating business plans and processing models which provide both stability and a manner of assessing future needs if

In order to have a working business plan, you need to know your field of

trading conditions change. Only then, says Smith, will companies be

business inside and out. Research everything you can about your field,

able to monitor and benchmark current and future profitability.

which means read everything about your industry and talk to the leaders and members of this industry. Once this is done, you need to decide

You need to have staff for marketing and for putting a digital action

what your vision for your company is. Where do you ultimately want to

plan in place. It’s all well and good to have a great company, but if

end up? Thinking about your goals in 2014 will force you to think about

people can’t find you on the Internet or don’t know about your product,

what you would like to achieve in 2014. Once you have decided on

then you have lost a potential customer. This is where marketing and a

your goals, you can look at how to achieve them.

digital strategy come into play. Also, look at your existing staff; do they need additional training or can they serve more than one function in the

YO U R B U S I N E S S P L A N

company? Your employees are the face of the company to your clients. Good employees who feel well treated and appreciated will be more

Take charge of your finances – a carefully controlled financial plan will

productive; they will be more willing to go the extra mile for you and the

ensure you are spending money where you need to and saving money

company. When you look at this in terms of a return on an investment, a

where you can. A quick way to make sure your finances are working for

happy employee equals satisfied customers and avoids sloppy mistakes

you is to use accounting software – something like QuickBooks is easy to

that could cost you money. Richard Branson, the man who created the

Page 22: N EW Y E A R , N EW YO U, N EW B U S I N ES S P L A N

Virgin brand, says, “It was the people I surrounded myself with who made the difference: If you treat your employees right, they will treat

YO U R M I N D S E T

your customers right, and sustained profits will follow.” There is a direct

“To be successful in the 21st century, business owners and leaders need

link between how your employee feels and how productive they are.

to have developed a new set of behaviours to thrive in this fast-paced

Your employees might also be able to give you valuable insight into

business environment. Since 2008 it has been business unusual and I

new ways to drive the business forward. Georgina Barrick of Humanity

am sure that property professionals could attest to this. Leaders who are

Search and Select says, “Leaders may find value in meeting with new

agile, resilient and responsive to change with high levels of optimism

agents/employees to hear about ideas or innovations that they might

and positivity are more likely to be successful than those with the

have. With an open and courageous conversation ideas are born.”

converse behaviours,” explains Barrick. The power of positive thinking is not just a gimmicky novel; the idea behind this book is very valid. People

Along with staff, you need to also be consistent, deliver the same service

who are geared towards positive thoughts are more open to new ideas

every time and your customers will rave about you. Consistency says

and change, and in the unpredictable financial times South Africa finds

you can be trusted. Be organised; a well-organised business will succeed

itself in, you need to be willing to change and adapt.

because you know what needs to be done and who is doing it. “Having the right business plan alone does not necessarily translate into success,

Justin Clarke, CEO of Private Property, says, “I went out the other night

now or in the future. It takes commitment, drive, the right attitude and

with an old friend who spent the evening explaining all the reasons why

hard work to see a business plan properly implemented throughout

the world was failing, the country was failing, his business was failing

an organisation, as well as inspired leadership and confidence in

because the system is unfair favouring other businesses because of race,

everyone within it. It also requires a practical approach and a ‘buy-in’

corruption and a few that I might have forgotten. I could not help wonder

from everyone at all levels and a clear understanding of the company’s

how he would ever win any business with such a negative aura hanging

mission and its vision, and to take responsibility for delivering zz

over him and the fact is he was just not able to win any new business.

whether this be from a product quality or client service perspective,” says

The fact is if you want to win, you need to know what winning looks like,

Marna van der Walt, CEO of Excellerate Property Services.

and then you have to believe in it. If you have a clear vision and the passion and determination to get there, you will make it. Imagine failure

Know your competition – it might seem like an obvious point, but do

and you will almost always achieve exactly that.”

you know what your direct competition is doing? A great yardstick for measuring your business is by comparing it with your competitors.

It might seem like a long list, but if you break each component of your

What are their strengths and weaknesses versus yours, what have

business plan down and delegate what you can to trusted employees,

they implemented that you could possibly benefit from? Study your

your business plan will look a lot more manageable. “Direction and

competition and learn from them.

milestones will assist SME owners to achieve their business objectives as it breaks the total plan up into smaller hurdles which are easier to

Owen Holland identifies the following as key for your business success:

achieve. Weekly lists should be created for each day or week, and as items are dealt with a sense of achievement will motivate one to move

• Set goal effectively

onto the next challenge,” says Holland. By setting your plan as a

• Identify opportunities

long-term goal and then setting weekly and monthly goals along with

• Take only calculated risks

action lists, you can see where your plan is working and the areas

• Be a problem solver

that you can improve on. The best time to take action is right now;

• Develop your people skills

change your mindset, change your business plan and make 2014

• Enjoy challenges

your year for success.

• Implement a good business plan and be resourceful • Show integrity/credibility to earn respect in the marketplace • Enjoy the business you are involved in (you must have a passion for

the product and service being offered)

• Seek support when you require it, either from your peers or a mentor

BY COLLEEN MAY

The phone hardly ever stops ringing! Silvana dos Reis Marques, Leapfrog Pretoria

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www.leapfrog.co.za

Page 24: I T â&#x20AC;&#x2122; S A LL I N T H E M I N D

I Tâ&#x20AC;&#x2122;S AL L I N T H E M I N D Should agents be focusing a little more on what makes their clients tick? There is a growing number of experts who believe that taking the time to evaluate and understand clients more intimately could result in increased success

Page 25: I T ’ S A LL I N T H E M I N D

Agents could be forgiven for forgetting that buying or selling a home is an emotional business for most. While it may well be all in a day’s work for a

D I F F ER EN T P ER S O NA LI T Y T Y P E S

seasoned estate agent, the average buyer or seller will be going through a

Meryl Muller, a seasoned trainer with the Estate Agent Training

whole range of emotions once the deal has been signed and sealed.

Academy in the Western Cape, has been punting the use of psychology in the real estate arena for many years. Muller says that there are

For many years agencies tended to adopt a one size fits all approach

basically four personality types and she believes that knowing how to

when it came to training agents on how to deal with clients. Things

approach and deal with each type is essential for those looking to gain

were done in a certain way and if the client didn’t like it... well he could

the edge.

simply move on to greener pastures. The adage ‘the customer is always right’ didn’t really feature in real estate circles and you can bet your

Although many trainers use animals as a guideline, it is worth noting that

bottom dollar that there were an awful lot of unhappy clients around.

while the animals of choice may differ, the personality traits remain the same. For example:

Fortunately times have changed and while some old school agents may not appreciate the art of using psychology to better read clients, a growing number of trainers now understand the importance of educating agents in this very important field. Simply put, different people with different personalities have different needs. Learning to not only recognise the various personality types but how to treat clients accordingly can significantly boost an estate agent’s career. “Sellers will only employ an agent they know, like and trust,” says

THE BULL:

Gerhard van Rensburg from Bowtie Solutions. Selling property involves a lot more than meets the eye and those who have gone on to carve

• Likes the bottom line

successful careers understand that they need far more than real estate

• Quick to decide

knowledge to stay ahead of the game. Estate agents need to have a

• Fast paced and is neat in a messy way

sound knowledge of what makes people tick – in other words, agents

• Result orientated

can ace every real estate course on the planet, but if they don’t take

• Needs to control the situation

the time to learn about people, they will not perform nearly as well as

• Prestige and status are more important than security

those who have made the effort to understand the ins and outs of their

• Likes challenges

clients’ personalities.

• Likes freedom from control • Business before social

“Agents should seriously consider dropping the ‘do to others as you would have them do to you’ thought patterns completely. In today’s

This personality type often has abrasive characteristics; however, agents

world, they should be thinking more along the lines of ‘do to another as

need to give them a reason to buy now as they like to make decisions fast.

the other wants you to do to him’,” says van Rensburg.

They love to negotiate. Generally speaking, agents should not be offended when this type of personality doesn’t want to become a friend. Simply put,

Trevor Gaw fromTrevor Gaw Training agrees, saying that psychology

they aren’t looking for a social call – they want to do business.

plays a critical role in the life of a successful agent. “Agents need to truly understand the principles of psychology, understanding and appreciating the way individuals think, reason, behave, process information, make

THE OWL:

decisions, engage others and build relationships; manage diversity, etc. There is definitely a key differentiation between the masses (an ordinary

• Likes details and will want a full presentation from A to Z

agent) and the few successful real estate consultants.”

• Takes time to decide and is generally slow paced

Page 26: I T ’ S A LL I N T H E M I N D

Tigers are the talkers of the personality types and agents are going to have trouble getting a word in edgeways. It is however important to follow up with these types of clients as they are fast decision makers. They do tend to have a short attention span, but they generally buy when they are excited about the product, so agents should ‘hype up’ their game and close the sale.

• Very time conscious and tends to arrive early for appointments • Does not tolerate mistakes (yours or theirs) • Does not like over excitement and emotion • Security is more important than prestige and status • Likes order and is neat • Likes being alone • Business before social THE LAMB: This personality type is extremely analytical and detail orientated and will correct everything the agent does. Agents should stick to business

• Be their friend, lead them and show support

and ensure that every aspect of the property has been covered. Keep

• Slow to decide and often change their minds.

emotion out of the equation completely and rather focus on explaining

• Understands the agent’s mistakes and feels badly about their

the practical reasons for buying the property.

mistakes • Very emotional • Security is more important than prestige and status • Avoids conflict • Wants protection and peace • Social before business While difficult, it is not impossible to close the sale on the first visit to the property. Agents however are going to have to take the lamb type personality through the whole process step by step. Unfortunately for agents, these people want to please everyone and can seemingly take

THE TIGER:

an age to make up their minds. Take the time to befriend this type of client. When discussing the property, be sure to highlight how much

• Not into detail – prefers others to take care of details

friends and family will enjoy the new home. Try to avoid pressurising

• Quick to decide

lambs into a sale and rather lead them towards a buying decision.

• Fast paced and is often late for appointments • Loves recognition, is emotional and likes excitement • Prestige and status are more important than security • Likes a challenge

T H ER E ’ S N O T H I N G N EW A B O U T P S YC H O L O G Y

• Social relationships are important

Before you all start thinking that this is some new-fangled ‘voodoo’

• Social before business

idea, Kevin Mullins, who holds an honours degree in psychology and

Page 27: I T ’ S A LL I N T H E M I N D

who is the CEO of the South African Real Estate Academy, notes that

One would think that anyone working in a commission based field would

the importance of recognising the different personality types and the

be more than willing to research any and every avenue in a bid to be

usefulness of using psychology as a tool to help salespeople sell more

more successful. It’s all well and good learning how to listen to a client’s

was first mooted as far back as 1982.

wants and needs and how to close a deal, but what if we are missing the magical ingredient that will make the art of selling so much easier?

Unfortunately, he also notes that in his opinion, there is very little training available to real estate companies on how to fully assess (or qualify)

Gaw agrees and believes that most agents in this country generally

either the buyer or the seller. “Obviously there are exceptions, but in the

regard training of this nature to be a waste of time. He says that

main I find that this skill, if present, is normally a residual skill picked up

they might not be on a level to fully appreciate the concept of using

in some former career,” he says.

psychology in real estate and as such continue to waste a lot of time by using their current working methodology and processes.

When asked if he believed that agents who had taken the time to understand their clients at this level were more successful that those who

“Agents need a blended training approach relying heavily on face-

handled them all in exactly the same manner, he said that understanding

to-face facilitation and mentoring. Some agents have an ‘I know it

client needs (on both a practical and psychological level) is probably the

all’ attitude. Others are just plain ignorant towards the real value of

single most obvious differentiating factor between highly successful and

continuous training. I always say the seven most disastrous words in the

average agents.

business world are, ‘We have always done it this way’. However, those agents that are investing the time into this type of training on a one-onone basis are reaping the rewards – big time,” Gaw says.

I T ’ S T I M E TO S H A R P EN T H O S E S K I LL S

Gaw states that the process involves more than just understanding

Why then, if it is so important, is so little being done to bring this

people, and agents also need to have an understanding of the

into the main real estate training arena? Mullins believes that the

environment, the economy, politics, community and economics. “Agents

problem is twofold: Training costs money and principals who regard

must be able to talk the buyer’s or seller’s language; understand him,

this as soft skills training do not believe it is important for the long-

his work, his challenges. Practise a KAM (Key Account Management)

term sustainability of their agents or their businesses as a whole. The

or CRM (Customer Relationship Management) approach to all potential

other problem is the fact that the average South African estate agent

buyers and sellers. Agents do a sale – they do not manage the client’s

is older than 50. The adage ‘you can’t teach an old dog new tricks’

property portfolio or his investment portfolio.”

comes to mind and according to Mullins, the issue of willingness to learn by agents in this age group definitely comes into play.

Perhaps the time has come for agents to realise that it isn’t necessarily a case of the client being difficult, but rather a case of the agent

He backs the last point up by noting that, generally speaking,

refusing to believe that people are different and it is they who need

agents who are fairly new to the industry are far more interested in

to work on their interpersonal skills. While we may not like all of our

accessing the different personality types. He does point out, however,

clients, taking the time to understand exactly where they are coming

that older agents, particularly those who have made late career

from is going to go a long way towards securing a sale. And after all,

changes, respond very positively to training in general and this type

estate agents are not in the business to make friends, they are there to

of training in particular. Regardless, Mullins believes there are still too

sell property – full stop.

many agents who still work on a one size fits all premise. He estimates that only about 20 percent of all agents have an adequate grasp of how to evaluate a client’s needs in order to best serve those needs.

BY LEA JACOBS

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- Flights - Hotels - Car Hire - Vacation

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Top 10 CD Top 10 DVD Ster-Kinekor Voucher Download Airtime

TVâ&#x20AC;&#x2122;s Mobile Devices Gym Membership Appliances Family Sunglasses Adventures & Experiences

Page 30: M A R K E T S H A R E

PROPERTY FINANCE IN SOUTH AFRICA

Property Professional speaks to some of the leading industry statistic and insight providers to find out which areas have seen the best recovery since 2007 according to volume of transactions. We also look at which areas have shown the greatest improvement since 2007 as well as which areas are the lowest performing in each province according to sales values.

AREAS THAT HAVE SE E N T HE B E ST RE COVE RY SI NC E 2007 I N T ER MS OF V OL UME.

Shellyvale: Free State Doornhoogte: Western Cape Kelly Ridge: Gauteng Hillsboro: Free State Club Milos: Free State

S UBURBS S HOW ING THE M OST IM P ROVE M E NT F R OM 2007: I NFL AT I ON PROPERTIES MEAN VALUE:R200 000 – R700 000

PROPERTIES MEAN VALUE:R700 000 – R1.5 MILLION

FREE STATE

LOURIERPARK

88%

FREE STATE

UNIVERSITAS RIDGE

51%

KWAZULU-NATAL

HILLTOP GARDENS

121%

KWAZULU-NATAL

CRESTVIEW & TREASURE BEACH

49%

GAUTENG

PIONEER

115%

GAUTENG

HEATHERVIEW

91%

WESTERN CAPE

SEA WINDS

94%

WESTERN CAPE

PINATI

65%

PROPERTIES MEAN VALUE:R1.5 MILLION AND R3 MILLION FREE STATE

HILLSBORO

49%

KWAZULU-NATAL

TINLEY MANOR BEACH

85%

GAUTENG

LINKSFIELD NORTH & EASTWOOD

70%

WESTERN CAPE

HIGGOVALE

68%

Credit: Information supplied by Lightstone www.lightstone.co.za

Page 31: M A R K E T S H A R E

L OWES T AREAS IN E A CH P ROVINCE A CCORDING T O S A L ES VA L UES R30 000 R25 000 R20 000 R15 000 R10 000 R5 000 R0 EASTERN CAPE: SINAKHE

FREE STATE: LEPHOI

GAUTENG: MOKONE

KZN: DAMBUZA

LIMPOPO: MAKHADO

MPUMALANGA: DIRKIESDORP

NORTH WEST: MONNAKATO

R11 771

R15 000

R12 000

R15 000

R26 000

R15 000

VALUE

NORTHERN CAPE: WESTERN CAPE: BANKHARA WEMMERSHOEK

R12 000

R20 000

Credit: Information supplied by Knowledge Factory www.knowledgefactory.co.za

FACT IS...

5 TYPES

Successful business decisions rely on accurate, updated and reliable information. For comprehensive property data and research relating to commercial or residental property visit our website www.propertyintellect.co.za

336 743

OF PROPERTIES

MEDIAN NUMBER OF TRANSFERS

5 ANALYSIS REPORTS

9,4

MILLION PROPERTIES LISTED

665 000

5 SEARCHES AVAILABLE

PURCHASE PRICE FOR 2012

*Data may contain commercial values. No liability is accepted whatsoever for any loss arising from the use of this document. Information accurate at time of going to press.

Page 32: CO N S U M ER T R EN D S

CONSUMER TRENDS: THE TIMES THEY ARE A-CHANGING

The way in which people research and then purchase property and consumer brands is constantly evolving. The tried and trusted methods used five or even 10 years ago will not yield the same results today. So how are trends changing and how can you take advantage of this?

Page 33: CO N S U M ER T R EN D S

A report published by Bazaarvoice, an online rating and review website

can this information benefit you? For one thing, you should be setting

with 400 million views per month, estimates that by 2017 the millennials

up social media accounts as you read this and for another, it’s very

(people currently in their mid-teens to mid-30s) will have more spending

important to give people an avenue to comment and review your service

power than any other generation. Born from the baby boomers, who

or product – this way, future customers can see that they can trust you,

grew up with TV, radio and print campaigns, the millenials have been

that you do provide the service or product your brand promises.

advertised to more than any other generation. Which goes a long way to explaining why there is a lack of trust in brands and a shift away from

Another large part of opening the lines of communication is to allow

believing what brands have to say about themselves.

people the right to respond. Should you get negative feedback, don’t dismiss it; read through it, find out exactly what happened and then

The millenials are the digital kids, always on the go, always connected,

respond, showing you care about what happens to your customers,

surfing the Internet and very image conscious. This connectedness

that you value them and take them seriously. By responding to and

flows directly into the way they shop. When people are looking for

resolving negative outcomes, you cement your customers’ faith in your

something, be it property, a new pair of shoes

company and brand.

or furniture, they look to the web as their first source of information. But more than that,

CUSTOMERS TODAY ARE BOMBARDED

While people may shop online, do they buy

millenials look to each other or strangers in

WITH ADS; THEY ARE IN OUR DAILY LIVES

online? Yes and no, consumers are avid

cyberspace to tell them what brand to use and

AND FACES ALL THE TIME AND OUR LIVES

Internet users, roughly 56% of urban consumers

who to trust.

HAVE BECOME SATURATED WITH THEM. IN

in Africa own Internet-capable mobile devices,

ORDER TO STAND OUT, YOU NEED TO THINK

but South Africa still predominately has the

In South Africa, this is very evident; Finweek

OUTSIDE THE BOX AND BE CREATIVE; BY

Research Online Purchase Offline (ROPO)

recently published an article entitled ‘Befriend

FOLLOWING THE LATEST AND EMERGING

model. ROPO people will search for what they

the trend, consumer distrust is here to stay –

TRENDS IN WHAT CONSUMERS WANT

want on the Internet, and compare services,

how can brands adapt?’ In this article, fallen

RIGHT NOW, YOU CAN APPLY THIS TO

prices and images, but when it comes to

sports stars, corrupt government and civil claims against police are credited as the chief reason

YOUR MARKETING STRATEGY AND MAKE

putting the money down, people purchase in

YOUR BUSINESS STAND OUT.

person. This applies to bonds, homes, retail

for this lack of trust in brands. I would go one

outlets and even to services like facilities

step further and look at how few promises

management, legal matters and letting. Your

given in election years have seen the light of day. A home and a job

company brand and customer feedback will win you the interview, but

for every family is so far from the norm, and people no longer trust that

it’s your staff, services and products that will get that potential client to

when they are given a promise from a brand – whether it’s removing

sign on the dotted line.

stains or keeping you fuller for longer – that they are being told the truth. Consumers’ lives reflect this conflict between promises and results. As a

South Africa is still behind the curve when it comes to consumer trends;

result, peoples’ trust in brands is diminished.

in countries like the USA and the UK, online is key – it doesn’t matter if you have a presence in TV or print, if you aren’t digital, then you

So where do people put their trust? Partly in their friends and family, but

may as well not be in business. A large part of this is due to the fact

also, when it eventually comes down to buying, they trust their fellow

that their digital capabilities far exceed ours; Internet is less expensive,

consumers. Whether they know them or not, user feedback is a large

it’s faster and far more readily available. Most shops, restaurants and

part of whether or not a millennial will use a product or service. How

companies offer free Wi-Fi, and customers love freebies. Here in South

Page 34: CO N S U M ER T R EN D S

Africa, this trend is slowly catching on, but it may well be two or more

and then giving them a release – laughter. While I am not advocating

years before we are where the UK is today.

comedy ads for every company, it’s the thinking behind the ads that every company should be putting into action.

Customers today are bombarded with ads; they are in our daily lives and faces all the time and our lives have become saturated with

Being noticed is advertising gold; just make sure you are being noticed

them. In order to stand out, you need to think outside the box and be

for the right reasons. In the era of one scandal after the next from

creative; by following the latest and emerging trends in what consumers

the highest echelons of government to sports stars, trust is a valuable

want right now, you can apply this to your marketing strategy and

commodity and one that you cannot afford to break or take for

make your business stand out. One brand that does this very effectively

granted. Get your consumers to trust you and talk about you and you

is Nando’s. They may not be in the property business, but their ads are

will be the brand people flock to.

legendary, they use current events and media personalities to create ads that are spoken about, Googled, searched and shared. They do

BY COLLEEN MAY

this by tapping into what people are thinking, what their concerns are,

Some interesting stats: • Consumer reviews are significantly more trusted -- nearly

• 51% of millennials say consumer opinions found on a

12 times more -- than descriptions that come from

company’s website have a greater impact on purchase

manufacturers, according to a survey of US mom Internet

decisions than recommendations from family and

users by online video review site EXPO. eMarketer,

friends.’Talking to Strangers: Millennials Trust People over

February, 2010

Brands’ Bazaarvoice, January, 2012

• When asked what sources ‘influence your decision to use

• 73% of millennials think that other consumers care about

or not use a particular company, brand or product’ 71%

their opinions more than companies do.’Talking to Strangers:

claim reviews from family members or friends exert a “great

Millennials Trust People over Brands’ Bazaarvoice,

deal” or “fair amount” of influence. Harris Interactive,

January, 2012

June, 2010

• 84% of millennials say user-generated content has at least

• Over half of millennials (consumers aged 18 to 34) trust the

opinions of strangers online over those of friends and family.

boomers).’Talking to Strangers: Millennials Trust People over

some influence on what they buy (compared to 70% of

‘Social Trends Report 2012’, Bazaarvoice, June, 2012

Brands’ Bazaarvoice, January, 2012

• 74% said ‘After interacting with companies or brands via

• 60% of retailers use customer reviews; 55% say reviews are

new media, I generally have a more positive impression

of the company or brand.’Consumers Demand Brand

• High product rating will increase likelihood of purchase for

Interaction, October, 2009

a priority in the coming year. Shop.org, July, 2009 55% of consumers. Econsultancy, July, 2010

• Reviews mentioning customer service have a 91% lower

• 83% of all holiday shoppers are influenced by customer

rating than average.’The Conversation Index Vol. 1’,

reviews.’Consumer Shopping Habits Survey’,

Bazaarvoice, September, 2011

Source: www.bazaarvoice.com

ChannelAdvisor, August, 2010

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South Africa

Page 36: I N T ER N AG EN T S

ARE INTERN AGENTS ON THE ENDANGERED LIST? We spoke to industry leaders in an effort to find out if the industry could be heading for a crisis. The responses were mixed, but one thing was clear; more can and should be done to attract new blood to the real estate sector

Page 37: I N T ER N AG EN T S

Although the EAAB didn’t respond to questions relating to the official

the boom ended and those who didn’t have the ‘right stuff’ soon faded

number of intern agents currently registered with the board, by all

into oblivion. While we were still coming to terms with the fallout

accounts the numbers have dropped sharply over the past few years.

from the recession, the announcement came that new compulsory

Should we be concerned or should we sit back and wait for the situation

educational standards were to be introduced. Many older agents threw

to normalise?

in the towel at this point, believing that they were too old to go back to school to be taught something they had been doing for years. No

Unfortunately, unlike in previous years when all it took to boost agent

one was disputing that the industry needed a shake up or that agents

numbers was a property boom, anyone wishing to enter the industry

needed to be better equipped in order to do their jobs properly, but

these days has to undergo extensive training and mentoring. While the

it was simply too much for some and the industry lost yet more highly

educational standards are welcomed and have benefited agents greatly,

experienced agents.

are the powers that be doing enough to attract fresh blood into the industry and if not, what can be done to draw the right candidates into

The educational requirements are now in full force – the problem is the

the real estate arena?

standards, while lifting the industry as a whole, could well be making those who would have once considered entering the industry rethink their

Generally speaking, people who have attended university or college

decision and focus their attention on a qualification that would, in theory,

make more money than their less educated counterparts. And while

allow them to start earning the moment they qualify.

there is a great deal of money to be made in real estate, it is commission based and therein may lie the rub. Those looking for a set income are

With that in mind, we approached a number of big names in the

not going to be lured by promises of the high life. They may yearn for

industry to find out if enough is being done to attract the right sort of

bigger and better things, but they also want to earn a regular income

people to real estate and if not, what can be done to ensure that the industry doesn’t become a sort of haven for ageing agents.

Selling real estate has never featured very highly at school career evenings and if we think about it, how many school leavers do we know who entered the profession immediately after their matric exams had been written? It could be fair to say that in the past, the industry tended to attract an older person, very often someone who had either retired or

S H O U LD M O R E B E D O N E TO AT T R AC T YO U N G ER P E O P LE TO T H E I N D U S T RY ?

wanted a career change later in life. It stands to reason that one of the

Roderick Williams, head of operations and training for the Chas Everitt

reasons that the industry has far more female than male agents is that in

International property group, doesn’t believe the industry is doing

many cases, the lady of the home was not regarded as the breadwinner

enough to attract new recruits. He feels that a more united effort by the

and therefore a consistent monthly income was not a prerequisite.

industry (EAAB, IEASA, REBOSA) is needed in order to position property as a career choice at school level, and in the media to reframe it as a lucrative career option.

AG EN T S N U M B ER S A R E D E C LI N I N G

When asked if he felt that the required educational standards could act

Remember the days when all an agent needed was a cell phone and

as a deterrent, he pointed out that those who may view the qualifications

a car in order to start pounding the streets? The old EAAB exam was

as a hindrance shouldn’t be in the industry anyway.

scrapped in an effort to entice previously disadvantaged people into the industry. The result? An onslaught of people who thought that

He has a very good point. Surely those who are unwilling to put in

selling real estate was a quick and easy way to make some serious

a bit of effort in the form gaining a qualification (no matter what the

money. This may well have been possible in the past, but as always,

profession) should be treated with the contempt they deserve?

Page 38: I N T ER N AG EN T S

In Williams’s opinion, for them it is more the commission structure and

and the time may have come to explore how this can better facilitate the

the competition for the commission than the educational requirements

entry of beginners.”

that could deter some from entering the industry. “However, for true sales professionals, neither is a barrier and that means fewer, better qualified

He also believes that as things stand, existing agents are in a strong

and experienced professionals in the industry. In these cases, The Pareto

position, given that any increase in the demand for good, qualified

Principle applies: 20% of the agents produce 80% of the income.”

agents will result in remuneration packages becoming even more competitive.

He also doesn’t believe that the industry will be faced with a chronic shortage of agents in the near future. “Downward shifts generally weed

Harry Nicolaides, CEO of Century 21, says almost all real estate

out the non-producers and less than ethical operators and we should

company owners continuously undertake recruitment drives for new

rather focus on the best performers and on managing talent within the

agents through direct and indirect marketing. “I do not believe that any

industry. The number of transactions taking place and the potential

real estate company is ever satisfied with either its quantity of agents

income to be derived from them is the prime determinant of the supply

or its quality of agents at any given time and thus will always be on a

of agents to the market and competition will continue to eliminate the

recruitment drive to improve its agent force. Real estate business owners

unprepared. We can’t get away from the fact that real estate is a cyclical

also play their part by offering new agents training, tools, proven

business in response to economic shifts that cause sellers’ markets to

systems, marketing and office support.

change to buyers’ markets and vice versa.”

P O S I T I V E N EW S

CO U LD T H E R E G U L ATO RY B O DY B E TO B L A M E F O R S H O RTAG E S I N T H E F U T U R E ?

Herschel Jawitz, CEO of Jawitz Properties, is of the same opinion and

That said, he does feel that while agents may have been put off

says the number of potential agents estate agencies recruit is determined

entering the field because of the educational requirements, he believes

by market factors and by the individual needs of the agencies themselves.

this is not due to an unwillingness by potential agents to improve their

“Over the last two years there has been an increase in the number of new

own standards, but rather due to the way the EAAB has handled the

recruits as the market improved off its lows of 2008-2010.

whole process.

“The education requirements should not be seen as a barrier to entry but

“The industry will be faced with a shortage of compliant estate agents if

rather as a standard for those who are serious about making a career

all, including the EAAB, do not make it an attractive proposition to those

in property. There are challenges in terms of completing the year as an

looking to join.

intern, writing the exam and the costs associated with the process. That is why it is important for people wanting to enter the industry to make

“The industry in general does offer all that is required to make the career

sure they join a company that will ensure they successfully complete the

of an agent enjoyable and lucrative. However, the concern is the way

process to qualify.

the EAAB is handling accreditation with all the confusion, change of policies of management, unfair practices, shifting of dates, accreditations

“I think that principals need to look at agents as professionals in the same

of educators and general apathy. This is not conducive to allowing the

way one would a lawyer or a banker and base their recruiting strategy

industry to grow.”

on that mindset. Real estate is a career and your recruiting strategy should include looking for people who share that view,” he says.

When asked if there was anything more principals could do in order to entice new recruits, Nicolaides says, “There is not much more principals can do to attract fresh blood. It is now up to the EAAB to

T H ER E A R E O B S TAC LE S FAC I N G N EW R E C R U I T S

get organised and to up its game in order to add value to the industry

Bruce Swain, MD of Leapfrog Property Group, believes most companies

fair programmes and policies that facilitate ethical market activity for

are actively campaigning for new recruits. “However, the ‘you only

the benefit of all and to move away from being an obstacle to job and

earn if you sell’ barrier remains a major obstacle because new agents

wealth creation.”

by being accurate, professional and friendly, with clear, concise and

generally need to be able to carry themselves financially for at least six months before they start receiving an income. The EAAB has access to funds in terms of articles 12b and c of the Estate Agency Affairs Act,

BY LEA JACOBS

Page 40: S O C I A L M ED I A

SOCIAL MEDIA

Page 41: S O C I A L M ED I A

GO BIG OR GO BROKE

Page 42: S O C I A L M ED I A

Social media is becoming an increasingly

looking at how people search more intently

and share your content, promoting you as a

important tool for how your company and

and trying to improve their results because

reputable and relevant source of information.

information shows up on search results on

of it.”

the Internet. Social media marketing is one

Ann Nurock of Relationship Audits and

area that has yet to be fully utilised by the real estate industry. It is vitally important for the future of your business that you not only

Management says, “Social media allows WHAT DOES THIS HAVE TO DO WITH

you to create a relationship with your

SOCIAL MEDIA?

customers/clients. In order to do that, you

Quite a lot, in fact. Social media creates

with them. By doing this, you can also

social signals; liking, sharing or commenting

expect to reach a broader audience, attract

If you, like me, grew up in the age before

on your content on social media is a social

new consumers, build affinity for your

every home had a computer, then you will

signal, and it says “I think your content is

brand, encourage reciprocated sociability

remember that in high school, social media

relevant to me”. Spearman says, “Google

and increase the likelihood of consumers

meant passing notes in class, writing in

wants relevance! So all of the recent

adding your brand to their consideration set.

each other’s textbooks and even on each

changes are trying to achieve this and

In short, you’ll be on your way to building

other’s hands. Today, with Facebook, Twitter,

what is more relevant than what your peers

real relationships, and if properly sustained

Pinterest, LinkedIn, YouTube and blogs etc.,

think? Therefore social signals are becoming

and nurtured, and you continually offer

the way social media has worked its way

important.”

tremendous value, you will experience all of

understand how to use social media, but that you use it to its full potential.

into every facet of modern life can be a bit

need to be proactively initiating a dialogue

the resulting benefits.”

overwhelming. Take, for example, how you use Google or social media to ask friends and family for recommendations when you

SO HOW CAN YOU USE SOCIAL

This doesn’t mean that you cannot post

MEDIA TO ITS FULLEST POTENTIAL?

listings on your Facebook page; it is a

Create trust. How many times have you

just putting them up, explain why they

Google has undergone a change this

seen people on Facebook asking their

are perfect for someone looking to rent or

year in its quest to best understand how

peers for recommendations, for example,

buy; strategic postings can yield valuable

people ask questions and how best to

whether anyone knows of a good realtor?

responses from potential customers.

give people what they are asking for.

This is where your Facebook page comes in;

Remember, the more likes, shares and

This change is in the form of an algorithm

people trust people far more than they do

comments your content gets, the more that

called Hummingbird. Edward Spearman,

a marketing campaign, and by striving to

content is viewed in the news feed of the

sales executive at Ctrlroom, explains, “The

create trust you show people that you are the

friends of your Facebook fans, and the more

Hummingbird algorithm change is geared

choice person to be asked or recommended.

it says to Google you are relevant because

towards making the search results ‘more

To create trust you need to show potential

you have social signal.

human’ by understanding the true meaning

clients who you are, who your staff is and

of a sentence, rather than just looking at a

what your work policies are. You also need

Twitter is another great way to engage

search phrase. Most people when searching

to provide relevant and useful information,

and connect with your clients. As a writer

for something will type out exactly what

it’s not enough to have a good social media

I struggle to tweet due to the limited 140

they are looking for: ‘How do I change

presence, and you need to become the

characters you are given, but if you don’t

the oil in a Mazda 323’ for example. In

expert in your field. The way to do this is

know how to tweet, a great way to learn

the past, Google might have focused on

through the content you share – it needs to

is to see what your followers are tweeting

finding matches for the term ‘Mazda 323’,

be engaging, highly relevant and creative.

about and what your competition is tweeting

but now the focus is on the meaning behind

Provide your followers with creative content

about. It’s all about relevance and engaging

the words. So the Hummingbird change is

to keep them engaged and they will like

people, a few things you can tweet are:

have a question.

matter of how you post them. Instead of

Page 43: S O C I A L M ED I A

3 Tips for firsttime social networkers 1. BE PROFESSIONAL Social media platforms are used in many different ways, but for a business, it’s still all about professionalism. Offer the same great customer service in a different arena. The key is to respond to customers quickly and

• The local news – news stories are a

showcasing your neighbourhood (and your

way to show you know and care about

listings), your lifestyle (this can be anything

your neighbourhood.

from crafts and hobbies available in your

• Questions – get your customers to give

area to the best hiking trails in your area), or

you responses and you will find out

you can pin your personal hobbies and tastes

what’s on their minds. In the property

as well, this makes you look open and honest.

industry there are a myriad questions you

Lastly, a board about décor will appeal to a

can ask, such as what is the best thing

large portion of Pinterest users, anything from

about moving, what is your dream home

the season’s paint colours to DIY and ways to

and suburb, what renovation do you want

fix up or improve your home. The next step is

to do next?’

to start pinning and repinning other people’s images and commenting. By engaging with

It’s all about creating a discussion on social

others you open the lines of communication

media. The more your content is shared

for people to start a conversation with you

and discussed, the more of an authority you

and follow you on Pinterest.

become in your field. People want to engage, but they want to engage with relevant content

LinkedIn is more professional than other social

that speaks to them, and in the property

media sites, but is just as important. When

sector, this means property news, views,

you are posting on different social media

insights and discussions. Social media is

sites, it’s important to keep the tone and

about building a relationship with your

voice you use on the sites appropriate to that

audience. If your site and social platforms are

specific site, so on Facebook and Twitter you

simply trying to sell something, then you’re

can be friendly and conversational, while on

not going to get many people engaging with

LinkedIn you would use a professional tone.

engage further.

your content, and you want them engaging

You should have both a business page and

with your content. Justin Clarke, CEO of

a personal page; fill in all the information

2. TAKE THE HUMAN

Private Property, says, “Social media should

and tell people about yourself and your

not be seen as a solution in itself. Social

company. Create interesting topics and

media is a conduit to share the soul of your

post them asking for people’s thoughts and

business with a big audience of customers or

comments. Make sure you join local groups

potential customers. If you don’t have a great

and property groups and don’t be shy to ask

message, social media could have the reverse

people to recommend you; it’s a great way

effect because unlike other communication

to show potential customers why you are the

from your company, your followers are free

best choice. Seeff MD Randburg Tony Ketcher

to share their experience with the world,

says, “There is no doubt in my mind that we

including good and bad comments. So if you

need to consider the role of social media in

are going to develop a social media strategy,

our business planning, but it is not the solution

make sure that you get the message that you

to all our sales challenges. I am not convinced

want to amplify right. It’s about a mindset

that social media should be used as a platform

change really because social media can be a

to generate sales. In my opinion, social media

great asset if you have a great story to tell.”

is more about branding, community interaction

professionally, with the view that a negative comment is simply an opportunity to show the public how you respond in a customer-centric and positive way. Always reply and if necessary, take the conversation offline to

APPROACH You may represent a business, but you are also human and this human approach is what attracts consumers. Find the balance of showing your personal, friendly side while maintaining the professionalism, using this platform to respond and interact in a way that today’s consumers relate to. 3. STAY ACTIVE Keep your social media pages active. It’s about maintaining a conversation and keeping people interested, so generate content that is useful and relevant to your audience.

and spreading the word about the business, Pinterest is all about visuals; what better

while providing snippets of information about

way to show off the beautiful homes in your

the property market and ultimately building

listings? Listings get sold through the visual

relationships with the community. I would

appeal of the property and Pinterest provides

consider direct sales initiatives within social

you with a digital way to whet those visual

media as an invasion of privacy.”

appetites. Again though, it’s about more than just trying to sell people something, you need

YouTube is another great visual aid. You can

to set up boards; think along the lines of one

make videos of your listings, do walk-through

Page 44: S O C I A L M ED I A

tours of your listings, add videos

in the advertising world, social media

onto all your other sites, so a video

is an avenue of marketing that engages

introducing yourself and your company

directly with the people you are trying

is great for your LinkedIn page, while

to reach, and best of all, it’s free in the

videos of your neighbourhood and the

sense that you don’t have to pay to join.

5 Steps for getting started 1. START SIMPLE

best features about them can create a perfect post for Facebook and

People don’t trust brands, they trust

If you’re nervous, start small by choosing

LinkedIn – you can ask for people’s

what their peers and friends have

one platform to engage with that works for

favourite thing about that specific

to say. By creating a social media

your business. Facebook often seems to be

neighbourhood. Video contests can

strategy that is engaging and starts

the first place people start, but take time

also be used to get user-generated

a conversation with your customers,

to learn about the various platforms and

content from your community.

you move away from being a brand

decide which will work best for you and your

and become someone who people can

business.

Should you start a blog? The answer

talk to and engage with. Dr Andrew

to this question will always be yes;

Golding, CE of the Pam Golding

2. KEEP THINGS VISUAL

if you can create brilliant content,

Property group, says, “Since time

Images catch attention, so make sure to

a blog is one of the best ways to

immemorial, the concept of ‘word

include visually interesting and varied

generate content for all of your social

of mouth’ has been central to the

content to keep your community’s attention.

media outlets. It can provide posts

real estate industry – based on the

for Facebook and Twitter, and it

principle that the buying and selling of

3. KEEP TALKING

encourages people to comment, like

property evokes high levels of interest

It’s important to keep the conversation going

and share your content if they think

in the public arena and, indeed, that

and avoid long silences where people’s

it’s relevant. But, if your blog is not

‘dinner table talk’ is integral to the

attention will move elsewhere. Post regularly

done correctly, it will have the opposite

reputation of estate agency companies

about relevant current events, happenings

effect and can turn people away from

and the agents themselves. Social

and news to keep your customers in the

your social sites. When it comes to a

media is simply an evolution of this

loop. Keep things simple, engaging and

blog and creating content, it’s always

concept, akin to super-charged ‘word

interactive.

best to use a professional like a writer

of mouth’ through technological

who can post fresh, engaging content

innovation and the wonder of the

4. KEEP THINGS INTERESTING

at least twice a day, such as articles,

World Wide Web.”

Content should always be relevant to your customers to keep their attention, but this can

news and insights that people want to read. Thea Bezuidenhout, MD of JHI

The very essence of any successful

include all kinds of property information such

Residential, says, “My tips for social

estate agent is the extent to which they

as general news, buying tips, decorating

media are ensure that the messages

are networked in their communities and

advice and so much more! Make your social

conveyed via social media are in

how they socialise accordingly. While

media pages the place customers go for

sync with those emanating from your

nothing replaces the power of face-to-

everything and become

business and be aware of the potential

face contact as far as this is concerned,

a trusted source of information.

for information to go viral, depending

social networking allows for far more

on the nature of the information, which

efficient dissemination of interesting

5. STAY IN TOUCH

may impact positively or negatively

information to a wider audience of

Social media platforms can be fantastic for

on your business. As a result, it is

engaged people, thereby developing

generating interest around your brand, but

important that you actively manage your

ongoing dialogue and forging deeper

the key to converting this into leads is to

communications via social media.”

relationships with this audience. By fully

make sure you are easily contactable. Make

utilising social media you will ensure

your brand and your contact details clearly

Social media is set to play a vital role

your business remains relevant and part

visible so that no momentum is lost when a

in marketing in the future and those

of the future of the property industry. It

consumer’s interest is piqued and they want

who choose to ignore this will become

all starts with click of a button.

to make contact.

obsolete. While print, electronic, radio and TV campaigns are still the norm

BY COLLEEN MAY

Meet the

Above, sitting: Erica & Dave Ingle (Edenvale/Bedfordview), Michael van Heerden (Springs), Shawn & Toni Mackrell (Jhb South), Standing: AndrĂ¨ Landman (Kempton Park), Joao De Gouveia (Benoni/Boksburg/Germiston) and Tony Ketcher (Randburg)

SEEFF GAUTENG TEAM Since 1964, Seeff has consistently achieved some of the highest prices in South African real estate. With more than 20% growth for the group overall during the past 12 months in what has been some of the toughest economic times in history, Seeff is surely doing it right. Join our dynamic team and become part of the Seeff Success story. Call 08610 SEEFF.

www.seeff.com | smart move

smart move www.seeff.com

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PROPERTY PROFESSIONAL

NEW AGENTS ON THE BLOCK

makes me feel proud, as I know it will increase prices for potential clients I may have the pleasure of working with in the future. I find time management a very challenging aspect of the job. I am so

RYAN GREEFF

passionate about what I do that I often find myself going at it close

LEW G EF F EN S O T H EB Y ’ S I N T ER N AT I O N A L C I T Y B OW L

beach or for a quick surf can be very tough!

to 24/7. Finding a few hours for much needed relaxation on the

WHAT CHARACTERISTICS, IN YOUR OPINION, MAKE FOR A GREAT ESTATE AGENT/BROKER AND WHY? I believe there are two pertinent personal characteristics that I

WHY DID YOU DECIDE TO PURSUE A CAREER IN PROPERTY?

have learned apply to success in any aspect of life, and those

Property has been a part of my upbringing and family culture as far

are passion and drive. You have to feel strongly about and enjoy

back as I can remember, so both consciously and subconsciously it

what you doing and be prepared to go to great lengths to make

has always been a part of my life, but while studying for my degree

a positive difference in the lives of the people and community you

at the University of Notre Dame in Perth, Australia, the prospect of

serve. Furthermore, you need to have a burning desire to acquire

making property my career hit home forcibly when I found myself

as much knowledge as possible so that you can better serve your

taking an immediate interest in the property segment of the course.

clients’ needs. I firmly believe that it’s imperative to be innovative

It was primarily the fact that one could apply and utilise almost all

in order to constantly improve the quality of service and value you

facets of business in one model while being involved with serving

provide. Finally, I think it’s important to acquire the intellectual

and interacting with people day to day that excited me. Then, in my

resources to be able to mentor people new to the business and

second year at Notre Dame, I was given the opportunity to undergo

help nurture their progress in order to help them realise their goals

an intense three-month internship with Rory O’Rourke, who holds

for the future. In this way, one endeavours to keep good people in

the record for 22 homes sold in one day and is a wealth creation

the system.

genius. It was that fascinating experience that confirmed for me that my passion lay in real estate.

WHAT ARE SOME OF YOUR CAREER GOALS? To be recognised as a highly skilled and approachable household

WHAT DO YOU FIND TO BE THE MOST ENJOYABLE AND THE MOST

name in the area in which I operate. To conclude 75 deals in one

CHALLENGING ASPECTS OF THE JOB?

year. To continue to provide up-to-date information for the residents

I thoroughly enjoy tailor-making strategic, integrated marketing

in my area so that they are aware of their property’s current equity

communication plans for my mandated properties and so

position. To develop my skills in order to increasingly emulate

assisting sellers to realise their maximum investment potential and

the mentors in and outside of the industry who have taught and

aspirations. Furthermore, attaining record prices in an area always

inspired me.

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The most enjoyable part of the job is that you meet all kinds of people and they rely on your knowledge and experience to assist with their transactions. The biggest challenge is that there’s always tough competition from other agents so you need to always be

SIPHO KHUMALO H U I Z EM A R K J O H A N N ES B U RG N O RT H E A S T

ahead of the game. WHAT CHARACTERISTICS, IN YOUR OPINION, MAKE FOR A GREAT ESTATE AGENT/BROKER AND WHY? Firstly, good knowledge of the property industry – an agent must have knowledge of the area, the industry and the processes and procedures involved in being an estate agent and must be able

WHY DID YOU DECIDE TO PURSUE A CAREER IN PROPERTY?

to explain in detail to prospective buyers and sellers. Secondly,

Property is probably going to be the biggest investment people

sales and communication – an agent must be able to communicate

make – I decided to become an estate agent so I can be a part of

properly and form good relationships. Clients would like to transact

this incredible experience that people go through and hopefully

with a professional with the best negotiating skills.

make it an exciting process for them. WHAT ARE SOME OF YOUR CAREER GOALS? WHAT DO YOU FIND TO BE THE MOST ENJOYABLE AND THE MOST

To become one of the best agents in South Africa and own my own

CHALLENGING ASPECTS OF THE JOB?

franchise in the future.

their delight when they have found just the place they were looking for is really great. Most challenging aspects are the grind of starting a database of contacts, cold calling people to establish if they are potential sellers and the low of finding that the property you were

LISA ROWELL C H A S EV ER I T T I N T ER N AT I O N A L CO N S TA N T I A B ERG

on your way to list has just been taken off the market. WHAT CHARACTERISTICS, IN YOUR OPINION, MAKE FOR A GREAT ESTATE AGENT/BROKER AND WHY? I think if you are a likeable person who can really listen to and understand a buyer or seller’s wishes and dilemmas and can act on them swiftly, efficiently and consistently, it will win you many fans.

WHY DID YOU DECIDE TO PURSUE A CAREER IN PROPERTY?

Tenacity will also stand you in good stead – you have to learn to

After seven privileged years of raising our two sons I knew I wanted

surf the ups and downs and always be willing to keep on going.

to get back to earning money, but in something that I would find fulfilling, flexible and challenging. Becoming an estate agent was

WHAT ARE SOME OF YOUR CAREER GOALS?

the natural choice because I have always loved anything and

As an intern, my first goal is to complete the qualification necessary

everything to do with what, why and how people choose the homes

to upgrade to a full-status agent as soon as possible. New EAAB

they live in.

regulations mean this is a lot of work, but if done properly, it will ensure that people entering this industry are thoroughly trained

WHAT DO YOU FIND TO BE THE MOST ENJOYABLE AND THE MOST

and qualified. Simultaneously I am working alongside my fantastic

CHALLENGING ASPECTS OF THE JOB?

colleagues who have proven track records in this business to

The most enjoyable aspect is finding stock because it’s in such short

establish myself as a ‘go-to’ agent for Tokai. I aim to capitalise

supply at the moment. Apart from that, interacting with people,

on the resources afforded me by Chas Everitt to be the different,

getting to know them, judging their reactions to a property, seeing

service-orientated and enthusiastic agent of choice.

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I find the most enjoyable part of the job is finding the right person for a home, working through the purchase process and making the sale – the very best feeling. The most challenging aspect would be the learning involved in getting to know all the important aspects

DENISE VAN HEERDEN R E / M AX O N E H U N D R ED

of being an agent, from presenting a valuation to when the offer to purchase is signed and then all the steps that are needed to have the property transferred from the seller to the buyer. WHAT CHARACTERISTICS, IN YOUR OPINION, MAKE FOR A GREAT

WHY DID YOU DECIDE TO PURSUE A CAREER IN PROPERTY?

ESTATE AGENT/BROKER AND WHY?

I decided to pursue a career in property after much deliberation. I

I feel that some important characteristics that an agent needs to

am a mature woman and was looking for a career as my children

have are the ability to be self-motivated, to be disciplined about

had grown up and become independent. I had worked in an estate

planning your day and following up with your buyers and sellers

agency for a short time before I had children and had subsequently

so that they know that you are there for them. Also, being honest to

purchased homes which we had renovated and sold on. I had

all the people involved so that there is never a reason for them be

always had an interest in houses and had often visited show houses

disappointed with you in any way.

to see what was on the market. I wanted to work and interact with people and be able to start the actual process of earning and

WHAT ARE SOME OF YOUR CAREER GOALS?

learning simultaneously – the estate agency business offered me

Some of my career goals are to be a familiar name and face to

this – as well as being able to interact with colleagues and people

those in my area, so that I am associated with trust and efficiency

involved in the sale and development of property.

in the sale of a home. I would like to get to the stage where I am benefitting from the referrals from people that I have worked with

WHAT DO YOU FIND TO BE THE MOST ENJOYABLE AND THE MOST

in the purchase and sale of their property. My main goal is to have

CHALLENGING ASPECTS OF THE JOB?

financial success and emotional fulfilment in a job well done.

WHAT DO YOU FIND TO BE THE MOST ENJOYABLE AND THE MOST CHALLENGING ASPECTS OF THE JOB? I mostly enjoy seeing absolute customer satisfaction from all my clients. Most challenging is finding out exactly what the customer is looking for and matching it to the best available property to meet

GLYNESE DE VILLIERS

their requirements.

EN G EL & VÖ LK ER S B RYA N S T O N

WHAT CHARACTERISTICS, IN YOUR OPINION, MAKE FOR A GREAT ESTATE AGENT/BROKER AND WHY? Giving a client as much of your time as they need, getting them into a comfort zone to make the correct decision regarding purchasing

WHY DID YOU DECIDE TO PURSUE A CAREER IN PROPERTY?

of their property and assisting them throughout this process.

In this industry, remuneration is directly relevant to the effort applied; with my energy it should hopefully produce a good

WHAT ARE SOME OF YOUR CAREER GOALS?

income. I also enjoy meeting other people and being an agent

To me it is all about job satisfaction, thus I need to ensure that I

gives me this opportunity.

always stay happy in my career and make it work for me.

NUMBERS TO KNOW

19%

The cost of electricity has risen so disproportionately with the cost of living that Joe’s (your average tenant) electricity cost now makes up 19% of his overall rent and electricity bill - compared to only 5% in 2009. Fin24 – Rental market hit by Eskom hikes

Page 49: P RO P ERT Y P RO F ES S I O N A L N EW AG EN T S O N T H E B L O C K

different individual needs and goals. Often, it can be quite challenging to satisfy all of those needs within the desired budget. There is nothing more satisfying than merging a landlord with a tenant in a deal that suits them both. As much as it is enjoyable, it

NICHOLAS FERMOR J H I P RO P ERT I ES CA P E T OW N

can be equally challenging to keep both parties happy with all of the various clauses in a lease or sale agreement. WHAT CHARACTERISTICS, IN YOUR OPINION, MAKE FOR A GREAT ESTATE AGENT/BROKER AND WHY? Patience is the greatest attribute a broker can possess. It can

WHY DID YOU DECIDE TO PURSUE A CAREER IN PROPERTY?

sometimes be incredibly difficult when you put in hours of hard work

The property industry requires plenty of interaction with people on a

and a client decides they are no longer moving and therefore don’t

daily basis – one of the main reasons I enjoy the property industry,

require your services. When you are completely new to the industry,

and especially the broking side. I enjoy negotiating successful

you still have to build up a credible client base, as well as a few

deals that suit all parties concerned. Also, there is more of an

decent property listings. You have to familiarise yourself with the

entrepreneurial aspect to the work you do. Although challenging,

market and build up good relationships with your various clients.

it can be extremely rewarding and exciting. I have always had a passion for property, and after studying towards my BSc Honours in

WHAT ARE SOME OF YOUR CAREER GOALS?

Property Studies at UCT, I knew that I had made the correct decision.

I would like to get into property asset management. Property asset management involves spending money on existing property in order

WHAT DO YOU FIND TO BE THE MOST ENJOYABLE AND THE MOST

to maximise its value. This is an incredibly large responsibility and

CHALLENGING ASPECTS OF THE JOB?

a lot rests on the asset manager’s shoulders to ensure the asset

Property is a very dynamic industry, and every business has

reaches its maximum potential.

WHAT DO YOU FIND TO BE THE MOST ENJOYABLE AND THE MOST CHALLENGING ASPECTS OF THE JOB? Finding the right home for prospective clients and witnessing the delight on their faces immediately they walk through the door is

DI AND BOBBY ROGERS C H A S EV ER I T T I N T ER N AT I O N A L P LE T T EN B ERG BAY

obviously the biggest thrill. The biggest challenge in this industry is getting the seller to accept the correct price and enable us to put his or her property in the market as opposed to on the market! WHAT CHARACTERISTICS, IN YOUR OPINION, MAKE FOR A GREAT ESTATE AGENT/BROKER AND WHY?

WHY DID YOU DECIDE TO PURSUE A CAREER IN PROPERTY? We have both been in sales for most of our working lives and have always thrived on customer satisfaction, so when we returned to South Africa after a 10-year spell in the UK and decided to settle in Plett, we were looking for a new career that would deliver that. And we have certainly found it in real estate, as evidenced by the fact that we have concluded sales to the value of R20-million in the past six months. The reason we chose to join Chas Everitt is that the company and its people have high family values and a great working ethos. The company is also very strong in technology and our properties enjoy superior web exposure as opposed to most of our competitors.

Integrity, honesty, transparency and a good listening ear is what we believe you need to succeed in property and achieve longevity as an agent. WHAT ARE SOME OF YOUR CAREER GOALS? We have always strived to be the best at everything we have done in the past and certainly wish to continue to pursue excellence. We want to not only succeed in sales but to make the purchase of a property from us to be a memorable experience, for the right reasons. We also want to make a positive contribution to the property industry. We believe you must ‘walk the walk’ until your clients have settled into their new homes, and always be prepared go that extra mile!

Move on Move up

I have grown very fond of the Leapfrog brand and all its participants over the last months. Not only is it a true South African brand, it is also South Africa’s first national Empowered Real Estate Group. Armed with outstanding credentials and backed by serious financial resources, the Leapfrog Property Group is one of the Top National Agencies selling Real Estate in South Africa . The opportunity to join the Leapfrog Property Group as National Franchise Sales and Training Executive came at the right time. The decision to exchange my current “bow tie” for a rather more “quirky one” was therefore not a difficult one to take! I look forward to being part of the Leapfrog Property Group in the future.

Gerhard van Rensburg National Franchise Sales and Training Executive

World class training gives Leapfrog agents the Edge “We are very proud to have Gerhard on board with Leapfrog. Train-

A Passion for Training

ing, especially in this time and age, is of the utmost importance. To

What gives him a real edge when it comes to training is the fact that

stay ahead of the game is what matters...training makes that pos-

Gerhard has worked in just about every position available in real es-

sible”, said Jan le Roux, CEO of Leapfrog Property Group.

tate: he started out as an estate agent, worked as a sales manager, a branch manager, a principal and a national training and development

Since its inception in 2007 Leapfrog Property Group has striven to

manager. It turns out he’s also a great teacher; “Gerhard’s real pas-

be the best in the property market with a focus on presenting home

sion is training, he has the patience to take somebody by the hand

buyers and sellers with experienced, professional estate agents who

and show them step by step how to get things done. He has used

know the business and their respective areas.

his experience as a top agent to compile training courses that make sense to all”, says le Roux.

A Man on a Mission Gerhard is no stranger to the real estate industry – many having been

Gerhard explains what drives him; “When training agents I often rec-

trained by his real estate training and development business - Bowtie

ognize my own fears and lack of confidence of the past. These were

Solutions. He’s also practiced as an agent since 2000, became a prin-

my biggest challenges and I enjoy bringing my students my messages

cipal of his own estate agency in 2009, and obtained his NQF level 5

of hope. Knowledge is vital in any Industry and still remains an aspect

qualification in 2011.

of which too many people give very little attention to.

“I realized the need to gain more knowledge and experience so I be-

Knowledge builds your confidence and with confidence you overcome

came a principal. I believe in ‘Knowledge is Power’ and achieving this

your fears. The consumer today is calling out for experts. Experts are

qualification together with the experience I gained as a principal, not

more in demand than generalists – the consumer is far more willing

only gave me a competitive edge in the market place, I believe it also

to pay a good price for an expert. My biggest focus is to convert the

gave me more credibility as a trainer”, explains Gerhard.

ordinary estate agent into an extraordinary expert”.

Le Roux concurs stating that; “Gerhard has established himself in

Since opening its doors in 2007 Leapfrog has prided itself upon its

the first instance as a top salesman. Credibility in our industry is the

professionalism and the expertise of its agents and has gone to great

differentiator. He entered the industry a few years ago, learnt the hard

lengths to ensure continual training is made available. Le Roux is ada-

way and achieved impressive targets as an active salesperson. He

mant that, “No estate agent can, from a practical sense, go forward

knows how to do it.”

without training and Gerhard is the best.”

To find out more details about all our training programmes and employment/ franchise opportunities, contact Gerhard van Rensburg 082 375 9343 | gerhard.vanrensburg@leapfrog.co.za

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PROPERTY PROFESSIONAL

TOP PERFORMING AGENTS

DEANNE KRIEL PA M G O LD I N G S T ELLEN B O S C H

WHAT ARE YOUR TOP THREE SECRETS TO SUCCESS?

Latest apps, latest technology – you are a step ahead, not only of your

Immediate (as far as possible) response to web enquiries,

competition, but can offer efficient and prompt service to the client.

SMSs, mails, calls and missed calls to buyers. Speed eliminates competition more than one realises. Follow up with a consistent

DO YOU REMEMBER THE FIRST PROPERTY YOU SOLD?

plan of action for the time period the buyer requires, until they

PLEASE TELL US ABOUT IT.

have bought or until they no longer have a buying need. Some

It was a 21m² bachelor apartment for R270 000 in a less sought

need hours, others days or even months. Follow through on your

after apartment block, relatively far from campus. It had a dirty

promises/commitments made, even if you need to do it way after

bright blue carpet, minimal cupboards and a tiny bathroom.

hours – clients value proactivity, professionalism, care, integrity

Needless to say, it had been on the market for a long time.

and honesty. Show them that you truly care about their needs.

Being my second week of working as an agent at Pam Golding

The word of mouth of care spreads – it speaks to hearts. If you

Properties in 2003, I was super enthusiastic when I received the

don’t sell to this client, his referral may buy – truly servicing the

call from the client to view this property. I truly believed that this

buyer leads to servicing the seller... and so the wheel turns. Do

apartment was sellable, particularly at that price in Stellenbosch.

this daily – with true Pam Golding Property passion, dedication

I also knew that if the client was prepared to sacrifice his time to

and love!

view it, the chances had to be favourable to sell it! Half an hour later, the contract was signed! This first sale motivated me to do

WHAT IS THE ONE THING YOU WISH SOMEONE HAD TAUGHT YOU OR

another two sales one week later of over R3-million each. The seed

TOLD YOU WHEN YOU FIRST STARTED OUT IN PROPERTY AND WHY?

was planted.

To what extent you touch people’s lives (and them yours). Some have exciting reasons to sell/buy, others have devastating circumstances.

WHAT ADVICE WOULD YOU GIVE TO NEW KIDS ON THE BLOCK ABOUT

It can be emotional – I listen with my heart.

MAKING A SUCCESS IN THEIR CAREER IN PROPERTY? Stay focused on the positive aspects we are blessed with in this

WHAT IS THE MOST VITAL BUSINESS TOOL THAT ESTATE AGENTS SHOULD

industry – even in hard times – and always be true to who you really

HAVE AT THEIR DISPOSAL IN TODAY’S MARKET AND WHY?

are. People connect with ‘people’s people’ – from the heart.

Page 53: P RO P ERT Y P RO F ES S I O N A L T O P P ER F O R M I N G AG EN T S

of information in one’s head, so you need to be able to access detailed information in a communicable format. WHAT IS THE MOST VITAL BUSINESS TOOL THAT ESTATE AGENT SHOULD HAVE AT THEIR DISPOSAL IN TODAY’S MARKET AND WHY?

DAVID REID J H I P RO P ERT I ES

Constant supply of usable information. DO YOU REMEMBER THE FIRST PROPERTY YOU SOLD? PLEASE TELL US ABOUT IT. When I told my dentist that I was in property, he said that he

WHAT ARE YOUR TOP THREE SECRETS TO SUCCESS?

needed new premises in Saxonwold, so I approached several

1. Response time and comprehensive understanding of the economy

homes in the areas required and within hours had done the deal.

and its impact on investment property. 2. Communication with key decision makers and ‘gatekeepers’ to understand needs and obtain

WHAT ADVICE WOULD YOU GIVE TO NEW KIDS ON THE BLOCK ABOUT

inside information. 3. Up-to-date knowledge.

MAKING A SUCCESS OF THEIR CAREER IN PROPERTY? Gain hands-on experience in income-producing investment

And, being able to pick up the phone at any time to anyone in the

property, whether in administration and working with rent rolls,

industry without fear or favour.

collecting rentals, negotiating and setting up leases or facilities management with the purpose of understanding what investment

WHAT IS THE ONE THING YOU WISH SOMEONE HAD TAUGHT YOU OR

in property is all about. With this understanding, there are

TOLD YOU WHEN YOU FIRST STARTED OUT IN PROPERTY AND WHY?

many routes to follow, whether in property development, asset

Keeping good records; the rest is just hard work, a lot of travelling,

management, financial planning, consulting and broking and

instinct and common sense. One can only keep a certain amount

ultimately property ownership.

get involved with the neighbourhood security organisations. Don’t flit from area to area. Stay with a good well-known company! WHAT IS THE MOST VITAL BUSINESS TOOL THAT ESTATE AGENTS

LIZ HOUSTON S EEF F R A N D B U RG

SHOULD HAVE AT THEIR DISPOSAL IN TODAY’S MARKET AND WHY? My computer database programme. Since I implemented this system some 10 years ago, it has been the most wonderful rewarding tool ever! It is a better option than piles and piles of papers!

WHAT ARE YOUR TOP THREE SECRETS TO SUCCESS?

DO YOU REMEMBER THE FIRST PROPERTY YOU SOLD? PLEASE TELL US

1. Do unto others as you would have done to yourself. 2. Be

ABOUT IT.

honest, sincere and friendly, but firm. 3. Under promise and

Yes, I was so excited I forgot to get all the signatures and had to go

over deliver.

back to the sellers!

WHAT IS THE ONE THING YOU WISH SOMEONE HAD TAUGHT YOU OR

WHAT ADVICE WOULD YOU GIVE TO NEW KIDS ON THE BLOCK ABOUT

TOLD YOU WHEN YOU FIRST STARTED OUT IN PROPERTY AND WHY?

MAKING A SUCCESS IN THEIR CAREER IN PROPERTY?

Start and stay in the same area, get to know everything about it,

All the above and never give up!

Page 54: P RO P ERT Y P RO F ES S I O N A L T O P P ER F O R M I N G AG EN T S

An iPhone; it gives you access to instant information anytime and

TUULA LAYCOCK S EEF F C EN T U R I O N

anywhere. Information and the Internet have become vital tools for real estate professionals. DO YOU REMEMBER THE FIRST PROPERTY YOU SOLD? PLEASE TELL US ABOUT IT.

WHAT ARE YOUR TOP THREE SECRETS TO SUCCESS?

Yes, it was in 2005, a new three-bedroom spec house on the

Thorough knowledge of the area where you are working,

estate where I live. The builder was delighted that I sold it quite

matching the right buyer to the right property and the ability to

quickly and got him the price he wanted, he did not complain

stay focused and positive and to never give up.

about any of the details in the offer to purchase and signed it with a smile. A few days later, when he’d had time to reflect,

WHAT IS THE ONE THING YOU WISH SOMEONE HAD TAUGHT YOU OR

he phoned and asked if there was any chance of reducing the

TOLD YOU WHEN YOU FIRST STARTED OUT IN PROPERTY AND WHY?

commission. I felt a bit guilty telling him it was already with the

There will be more disappointments than successes, but those few

conveyancing attorneys, but he replied, “Ag, no problem, just

successes will far outweigh all the disappointments. Because when

wondered, don’t worry.”

you know that, it helps you to keep persevering even when you feel like you are never going to succeed.

WHAT ADVICE WOULD YOU GIVE TO NEW KIDS ON THE BLOCK ABOUT MAKING A SUCCESS IN THEIR CAREER IN PROPERTY?

WHAT IS THE MOST VITAL BUSINESS TOOL THAT ESTATE AGENTS

Be patient, learn your business, do the basics correctly, work hard,

SHOULD HAVE AT THEIR DISPOSAL IN TODAY’S MARKET AND WHY?

accept disappointments – there will be many – and success will come.

WHAT IS THE MOST VITAL BUSINESS TOOL THAT ESTATE AGENTS SHOULD HAVE AT THEIR DISPOSAL IN TODAY’S MARKET AND WHY?

NORMA ROBINSON JAW I TZ P RO P ERT I ES

An extensive knowledge of real estate, from agreements to legal aspects and anything in-between is essential. The ability to discuss the economy, local and international, and how it impacts the market. Clients are intelligent, experienced and

WHAT ARE YOUR TOP THREE SECRETS TO SUCCESS?

worldly, and you have to be on their level.

Practice: I have been selling real estate for 19 years and was in

DO YOU REMEMBER THE FIRST PROPERTY YOU SOLD? PLEASE

sales and sales management for many years before that. Estate

TELL US ABOUT IT.

agents live their lives on the edge of despair 90% of the time. Keep

I worked at a show day for a development in Melrose selling

walking, never look back. Confidence: Push the boundaries, break

properties off plan. My biggest problem was that I had never read

the rules, always try something new – a wilting flower never leaves

a plan before. Thankfully, we managed to sell the development, but

an impression.

it was a matter of sink or swim for me.

WHAT IS THE ONE THING YOU WISH SOMEONE HAD TAUGHT YOU OR

WHAT ADVICE WOULD YOU GIVE TO NEW KIDS ON THE BLOCK ABOUT

TOLD YOU WHEN YOU FIRST STARTED OUT IN PROPERTY AND WHY?

MAKING A SUCCESS IN THEIR CAREER IN PROPERTY?

I wish someone had given me a crystal ball. If I could have seen my

Reaching the top takes infinite attention to detail, dogged persistence

future, I would have made more savvy choices, been braver and

and absolute confidence. But most importantly, you have to be an

anticipated what was required.

excellent negotiator. If you can’t negotiate, change careers fast.

Page 55: P RO P ERT Y P RO F ES S I O N A L T O P P ER F O R M I N G AG EN T S

combined with innovative marketing strategies and good communication skills. DO YOU REMEMBER THE FIRST PROPERTY YOU SOLD?

POLA JOCUM S EEF F CA M P S BAY

PLEASE TELL US ABOUT IT. I had arranged to commence work in January 1980, but received a call in October 1979 to pick up a Johannesburg client at a hotel in Cape Town. I was given a list of six properties to show him and his wife. I had had no training, knew nothing about these houses

WHAT ARE YOUR TOP THREE SECRETS TO SUCCESS?

except that one of the houses was in the road in which I lived and

1. Passionate enthusiasm. 2. Be prepared to work 24/7 when

had obviously seen it before. I told my clients that the last house I

necessary with commitment to client service put before personal

was going to show them would be the one that I was convinced they

commitments. 3. The ability to communicate sincerely with people

would buy and they listened to me and bought it. I have subsequently

and establish immediate trust.

sold this house three times over the past 32 years.

WHAT IS THE ONE THING YOU WISH SOMEONE HAD TAUGHT YOU OR

WHAT ADVICE WOULD YOU GIVE TO NEW KIDS ON THE BLOCK ABOUT

TOLD YOU WHEN YOU FIRST STARTED OUT IN PROPERTY AND WHY?

MAKING A SUCCESS IN THEIR CAREER IN PROPERTY?

I was well prepared to work hard and to learn as much as I could

There is no substitute for hard work. Real estate is 24/7. It is

and was lucky to have mentors who assisted me. I therefore have

not just an industry, but a profession which takes passionate

no regrets.

persistence and constant upgrading of your property knowledge and skills. If you have an eye only on the money to be earned and

WHAT IS THE MOST VITAL BUSINESS TOOL THAT ESTATE AGENTS

not the realisation that you are privileged to have an influence in

SHOULD HAVE AT THEIR DISPOSAL IN TODAY’S MARKET AND WHY?

the biggest financial and emotional decision in your clients’ lives,

Computer technology is our greatest tool and it is imperative to

do not even think of selling real estate. It is not like selling toilet

be literate and to have the ability to use all available technology

paper or any other commodity.

WHAT IS THE MOST VITAL BUSINESS TOOL THAT ESTATE AGENTS SHOULD HAVE AT THEIR DISPOSAL IN TODAY’S MARKET AND WHY? A professional website. Your listings are your stock in trade and

DEANE THOMAS H A RCO U RT S M I D R A N D

in our technological era, a website makes it easy for prospective buyers to view available stock. It also entrenches your name and that of your business in your market. DO YOU REMEMBER THE FIRST PROPERTY YOU SOLD? PLEASE TELL US ABOUT IT.

WHAT ARE YOUR TOP THREE SECRETS TO SUCCESS?

Not the specific one because I sold eight vacant stands in one

Good relationships with clients, a positive and enthusiastic attitude

weekend. For various reasons I had to man the sales office at the

and the dedication to put in long hours.

development on my own that weekend and interest was very high. It was an exciting start to my career and I remember it fondly.

WHAT IS THE ONE THING YOU WISH SOMEONE HAD TAUGHT YOU OR TOLD YOU WHEN YOU FIRST STARTED OUT IN PROPERTY AND WHY?

WHAT ADVICE WOULD YOU GIVE TO NEW KIDS ON THE BLOCK ABOUT

Don’t make assumptions, but make absolutely sure of your facts in

MAKING A SUCCESS OF THEIR CAREER IN PROPERTY?

all transactions. Check that buyers are qualified and make sure that

Always remember it is a marathon, not a sprint. It takes several years

sellers are committed, otherwise you may waste valuable time on

to build a solid foundation and once you are established, much of

deals that will not materialise.

your business will come from repeat sales rather than cold calling.

Page 56: F I N A N C E A N D F I G U R ES

HOW DO HOME LOANS MEASURE UP?

Property Professional gathered information from some of the country’s leading mortgage originators to glean insight into which three months of the year are most popular for bond applications, as seen over a period of four years. We also asked for a breakdown of the percentage of 2013 bond applicants per ethnic group from January 2013 to endOctober 2013.

WHAT ARE THE TOP T HRE E M ONTHS OF T HE YE A R T H AT A R E G ENER A L LY MOS T P OP UL A R F OR BON D APPL ICATIONS A S SE E N OVE R THE PAS T FOUR YEA R S ?

February, October and November ** Information supplied by ooba

THE PERCEN TAG E OF 2013 B OND A P P LICA NT S P ER ET H NI C G R OUP I N S OUT H A FR I C A . 2013 YT D I NTA KE B Y ET H NI C G R O UP Ethnic Group

Total Applications

Asian

4 645

5.40%

Black

43 131

50.13%

Coloured

8 817

10.25%

Indian

0.05%

White

29 368

34.13%

Unknown

0.05% ** Information supplied by Betterbond

NUMBERS TO KNOW

R2-BILLION

The European Investment Bank (EIB), Europe’s long-term lending institution, has agreed to provide a further R2-billion (EUR €150-million) for investment in affordable and social housing in South Africa. SACommercialprop-News - European Investment Bank injects R2bn towards SA affordable housing development

WE’VE PLANNED FOR YOUR FUTURE. WITH US.

WE CREATE SUCCESS. At Harcourts we have a simple philosophy - we create success. Everyone who comes into contact with our organisation must be more successful for that interaction. We are committed to helping people achieve their dreams and goals. We know that in order for us to achieve our goals as an organisation, we must help our team achieve theirs. That’s why we focus on providing our people with cutting-edge technology, world-class marketing, industry-leading training through the Harcourts Academy, as well as the systems, support and leadership to be the most dynamic team within our industry. If you’re looking to join a leading international real estate brand and lift your performance to a new level, then we have the plan for your future. Call us today for a confidential discussion.

FIND OUT MORE ABOUT A FUTURE WITH US, CALL: JEANNE VAN JAARSVELDT // 071 607 5439 JOINHARCOURTS.CO.ZA

Page 58: D EV EL O P M EN T U P DAT E

DEVELOPMENT UPDATE our consumers,” Schaap adds. To ensure maximum accessibility, the developers invested R60-million on widening Hendrik Potgieter Road leading to the intersection, as well as on upgrading the interchange at the corner of Hendrik Potgieter and the R28. “Cradlestone Mall not only enjoys exceptional visibility from these major roads and highways, but we have also worked hard to ensure the mall is easily accessible to shoppers,” concludes Schaap.

CRADLESTONE MALL OPENS FOR TRADE IN MOGALE CITY The super-regional 76 000m2 Cradlestone Mall is set to open its doors in Mogale City on 20 November 2013, with more than 200 stores offering unparalleled choice to shoppers, both local and from further afield. Developed by Sasol Pension Fund, Pivotal Property Fund and Retail Africa, the mall is located at the intersection of the N14/R28 highways and busy Hendrik Potgieter Road, west of Johannesburg. Signed-up anchor tenants include Woolworths, Pick n Pay, Checkers, Game, Dion Wired and the Edcon Group. “Major retailers were quick to seize the opportunity,” says Andries Schaap, general manager investment from Sasol Pension Fund.

MODERN EXECUTIVE APARTMENTS A FIRST FOR ROSEBANK

“The mall is positioned to attract middle-to-high income shoppers from

Next year will see the launch of a new, modern executive apartment

neighbouring Krugersdorp, Roodepoort and Randpark Ridge – but also

development in the heart of Rosebank, which is a first for this well-

from North West and even cross-border shoppers from Botswana.”

established Johannesburg hub. Rosebank has seen much commercial

In addition to national retailers, Cradlestone Mall offers specialty

development and investment since the Gautrain station was built a

retailers like MBW Art West Rand and Apadana Rugs; and a diverse

couple of years ago, and as such, has been declared as one of the

restaurant and fast food component, including Menchies, The Raj

35 priority areas in greater Johannesburg to receive improved service

Express and Doppio Zero. A Food Lover’s Market and Dischem are

delivery and infrastructure.

scheduled to open in early 2014. In the past three years, close to R7-billion has been spent on the Access and parking have been priorities for the developers, with a focus

development of new office buildings and the refurbishment of older

on ‘pop-in’ shopping for food and services, as well as longer shopping

commercial buildings in the area, including the extension and upgrade

trips. The mall offers 4 500 convenient parking bays. “With easy

of The Mall of Rosebank and the new Standard Bank offices, among

commute times from the north and north-western suburbs, Cradlestone

others. The commercial node is likely to strengthen further in the next

Mall has been designed to offer a range of shopping options for

three to five years following development in the pipeline of up to

Page 59: D EV EL O P M EN T U P DAT E

100 000m2 of office space, which is mooted in a number of proposed

one-bedroom, one-bathroom units to three-bedroom, two-bathroom

developments in Rosebank. According to the Rosebank Management

apartments that also include a study, and luxury penthouses with a floor

District, the area has become the city’s third largest high-rise business

space in excess of 150m2. All apartments will include guest bathrooms

centre, after Sandton Central and the inner city, due to the opening

and basement parking. Apartments at The Vantage will include upmarket

of the Gautrain station in 2011. While commercial development and

finishes and will range in size from approximately 50m2 to 200m2.

investment in Rosebank has been ongoing, there has been little activity on the residential side mainly due to the lack of land available for development and the cost of land in the area, which makes residential development too expensive to be viable, says Russel Peach, divisional manager of Renprop Residential. “This has led to a pent-up demand for residential property in Rosebank.” Renprop, together with its development partners, has identified a gap to satisfy this demand for modern residential accommodation and has managed to secure a good site for a residential development after much negotiation. Renprop is developing The Vantage, an executive apartment block, through their development division, SPACE Developments, in a joint venture with Grapnel Property Group. Set to launch in January 2014, apartments at The Vantage will be priced from the early R1-million mark and range up to the mid R4-million mark. These apartments, says Peach,

NEW DAY SURGERY CENTRE FOR CENTURY CITY

are ideally suited to upwardly mobile executives who are looking to live closer to their place of work due to increasing travel costs, as well as

A state-of-the-art day surgery centre is to be developed in Century City,

investors or corporates who need accommodation for visiting executives.

Cape Town by Corevest, in partnership with Blue Dot Health, specialists in the design of innovative and environmentally friendly buildings. Paul

“Rosebank is a well-maintained area, and the Rosebank Management

Hopkinson of Blue Dot Health says the R50-million multidisciplinary medical

District works closely with the relevant municipal departments to secure

facility will be focused on specialist day surgery and general medicine,

cooperation and commitment on issues such as public infrastructure

providing 24 day beds, three fully equipped day theatres, one procedure

and services to ensure they support future development proposed

suite as well as radiology, pathology and pharmacy facilities and a

through the Rosebank Urban Development Framework,” says Peach.

teaching centre.The development site of the proposed Century Day Surgery

The development is located 450m from the Rosebank Gautrain station

Centre (CDSC), which has been acquired from the Rabie Property Group, is

and 200m from a variety of shopping malls and entertainment facilities,

located within the Central Park Precinct of Century City. “The site is ideally

all accessible along tree-lined pedestrian walkways. In addition, The

positioned at the intersection between Century Way, one of the key feeder

Vantage is well located with easy access to Johannesburg’s major road

roads in Century City, and Park Lane,” says Hopkinson.

network, and is well positioned between the Johannesburg and Sandton CBDs. The area is also home to some excellent schools and medical

He said the CDSC facility will be managed and operated by the Intercare

facilities.To be situated on the corner of Bath and Tyrwhitt Avenues,

Group and will be home to some of the top specialists in the Western

the 10-storey development will be home to around 165 executive

Cape.“CDSC will be a first of its kind in Century City and aims to lead

apartments, which will be available in a variety of configurations from

the way in day hospitals and the provision of specialist healthcare in

Page 60: D EV EL O P M EN T U P DAT E

South Africa. CDSC provides medical specialists and practitioners with a

with six apartments. These will make way for a long five-storey block

unique opportunity of working together in a contemporary, environmentally

(with a parking basement) which will have both north-and south-facing

sustainable medical environment designed to be professionally efficient and

units. Those facing north will have stunning views of Devil’s Peak and

patient friendly. Emphasis is placed on providing all those who use or visit

Table Mountain. Those facing south will have views that will take in a

the day hospital with a medical experience that is out of the ordinary.”

large tract of the Cape Peninsula - as far as False Bay. The roof line of the block, says Henry, will be on two levels as one level is sited lower

Hopkinson said that the design of the CDSC will reflect a contemporary

than the other. This fact, along with balconies on almost all units and

medical working environment, with the emphasis on modern simplicity.

attractive curved sunscreens on the northern façade, will add great

Sustainable principals, natural light and strategic planning have shaped the

interest to the building.

building, resulting in two smaller buildings linked by a communal circulation space/atrium. This space forms the ‘heart’ of the building, around which

“I believe local residents will be impressed by the clean, modern lines

all shared facilities are hinged. The interior will be pared down to the

of the completed building. Nothing as up-to-date and chic as this has

essentials, using natural materials in a limited finish pallet with accents

been seen in this section of Kenilworth in recent years, but, as our

of colour and artwork introduced to denote key zones.“The architectural

architect, Gordon Hart, has said, the design will complement the solid,

language and design of the building was focused on a very simple plan

comfortable 1930s/1950s apartment blocks for which this area is

to assist users with a very clear understanding of the facility. This was very

already well known.” On offer are studio, one-and two-bedroom units.

important to us as it ensures that first-time users feel comfortable in what

The studio units will have 32m2 or 33m2 of floor space, the single

is normally a stressful environment,” says Hopkinson. He added that the

bedroom units 40 m2 to 48 m2 and the two-bedroom units 60m2 to

overriding vision and ethos at CDSC is a commitment to creating a sense of

71 m2. The selling prices will be from R755 990 to R1 555 990.

happiness for all involved. “Although our ultimate goal is happy patients, we firmly believe that this can only be achieved with a happy complement of

“At The Beaumont,” says Henry, “the development which we launched

staff, from cleaners and clerks to nurses and surgeons. We believe that the

prior to this one and which is now heading for completion in December

success of any venture depends on the people within it. It is this vision and

2014, we allowed ourselves a number of luxury extras because we felt

company ethos that will distinguish CDSC from other facilities.”

they were appropriate to the area. Here at the Three Fountains we have done all we can to see that the base prices are low, bearing in mind

Construction is to start in early 2014 with doors opening in April 2015.

that handover will be in 2015. Nevertheless, granite tops, ovens, hobs and extractor fans, Cobra ironmongery, down lighting and 600mm x 600mm tiles (or laminated flooring) are included. The sales team will, however, have a great many other extras to offer buyers and those who wish to up-spec.”

RAWSON DEVELOPERS LAUNCH ANOTHER NEW CENTRAL SOUTHERN SUBURBS DEVELOPMENT – THIS TIME IN KENILWORTH

Kenilworth is now definitely part of the UCT/college ‘academic belt’, says Trevor Weston-Green, Rawson Developers’ property development

For the first time since 2006, a completely new major residential

analyst. This must be one reason why investors are once again showing

development (as opposed to a refurbishment) is about to be launched in

a lively interest in the project and will probably comprise 60% of the

Upper Kenilworth (the upmarket area above the suburban railway line).

buyers.Henry says that his team have predicted that rentals in 2015 will

The developer is Rawson Developers, for whom this represents their ninth

be R5 500 for a studio unit, R7 000 for a one-bedroom unit and

project in seven years in the central Cape Peninsula precinct.“In recent

R9 500 for a two-bedroom unit. Henry is anticipating that the majority

years we have done most of our developments in this area,” says Paul

of the units will be sold by the end of March 2014. “Anyone who cares

Henry, managing director of Rawson Developers, “for the simple reason

to examine Rawson Developers’ track record at Rondebosch Oaks,

that demand continues to be very strong here and, as opportunities are

River’s Edge, The Rondebosch and River Song (all recently completed

very limited indeed, every one of our projects has seen significant year-

Rawson Developers’ developments) will find the proof that we are

on-year capital growth.”

producing much liked, fast selling and fast appreciating sectional title apartments. With certain modifications (and, as always, improvements)

The new development, which will be called Three Fountains, will have

Three Fountains will be developed on the same formula that has already

119 units in all and it will be on a 6,500 m site between Harfield and

proved popular with the public – and this gives us good reason for

Greenfield Roads, which is currently occupied by four small blocks, each

confidence,” says Henry.

REALNET STARS shine at annual awards

Congratulations!

The stars shone brightly for many top performers at the 2013 RealNet Starry Evening held in Pretoria and Cape Town recently. Top agents and franchisees were honoured for their turnover, commission, number of units sold and ambassadorship.

INLAND: Top Mini Franchise: RealNet Wapadglen Jan Davel with Cisca Louw (Most Units), Ina Bezuidenhout, Marina Smith, Lacia Vermeulen & Nelis Bezuidenhout (Most Units:Franchisees)

INLAND: Top Full Franchise: RealNet Midrand Estates Jan Davel with Ananda du Plessis, Lynette Gregorowski, Petro Visagie, Gigi Barter & Anita du Plessis

INLAND: Top Boutique INLAND: Boutique Franchise: Franchise: RealNet Mokopane Highest Turnover & Commission Jan Davel with winner, Esther Most Units van der Merwe Rosita Garde (Betterbond) with winner, Amanda Serfontein Mokopane

INLAND: Full Franchise Highest Turnover & Highest Priced Unit: Commercial RealAmbassador’s Award Jan Davel with winner, Morne Flewin Nelspruit

INLAND: Top Rookie Winner Celeste van der Merwe with Riaana Morgan (Absa) Centurion

INLAND: Highest Franchisee Turnover Ananda du Plessis & Lynette Gregorowski Midrand Estates

INLAND: Full Franchise: Highest Turnover in Partnership Rosita Garde (centre) with winners, Megan Allan & Antoinette Niewoudt Randburg

INLAND: Full Franchise: Highest Commission in Partnership Riaana Morgan (Absa) with winners, Esther van der Merwe & Carien Grobler Kungwini

INLAND: Highest Franchisee INLAND: Mini Franchise: Highest INLAND: Full Franchise: Commission Turnover & Commission Highest Commission Kevin Mountjoy (ooba) with winner, Riaana Morgan (Absa) with winner, Highest Priced Unit Johann du Plessis Rosita Garde (Betterbond) with Petro Visagie Bloemfontein winner, Magnus Bodenstein Wapadglen Silver Lakes

INLAND: Top Letting Franchise: INLAND: Top Negotiator RealNet Polokwane Letting Full Franchise: Most Units Winner Ilse Pretorius with Riaana Jan Davel with winner, Sandra van der Merwe (photo) Morgan (Absa) Most Units, Highest Letting Turnover & Commission Jait Botha

COASTAL: Top Boutique COASTAL: Franchisees: Franchise: RealNet Pringle Bay Most Units Highest Commission Careen McKinon (ooba) with winner, Jan Davel with winner, Astrid Smith-de Gruchy (photo) Lindsay Knight (photo) Top Negotiator: Most Units & Highest Turnover Yumna Abrahams Anna Olivier Select

You make it happen! COASTAL: Full Franchise: Most Units, Highest Turnover & Commission Winner Petro van der Colff with Jenny Rushin (Betterbond) Plattekloof

COASTAL: Top Letting COASTAL: Top Mini Franchise: COASTAL: Mini Franchise: Most Units, Highest Turnover & Franchise: Jeffrey’s Bay RealNet Paul Matthews Commission Jan Davel with winner, Rachie Highest Turnover & Commission Winner Laeeq Smith with Badenhorst Highest Priced Unit Stephen Morkel (Absa) Most Units, Highest Letting Jan Davel with winner, Kuilsriver Turnover & Commission Paul Matthews Babsie Vermeulen - Jeffrey’s Bay

COASTAL: RealAmbassador’s Award Jan Davel with winner, Gustav Smith Select

Page 62: T E C H T O O LK I T

TECH TOOLKIT

Logitech Speaker Lapdesk N700 AVA I L A B LE F RO M :

Around R695-R800 L OV E I T:

Microsoft Surface Pro 2 AVA I L A B LE F RO M :

About R15 599 L OV E I T:

If you enjoy watching endless episodes of the latest series in bed or

Tying in with the launch of Windows 8.1, Microsoft has

perhaps work wherever you go, then investing in a Logitech Speaker

launched the second version of the Surface Pro. The Surface

Lapdesk N700 is a good option. The desk segment has a gentle

Pro 2 is a device designed to be a laptop and tablet in one.

10 degree incline and soft air-mesh fabric and padding, making

It is a very compact device considering it’s both a powerful

the Speaker Lapdesk very comfortable to use, even for prolonged

ultrabook as well as a touchscreen tablet at 13.5mm thick and

periods. The Lapdesk is a useful piece of equipment; however it’s

nearly 1kg in weight. The new two-stage kick stand certainly

the speakers that take it to a whole new level. Its extra width, which

helps with using the Surface Pro 2 on your lap (and any

accommodates laptops up to 16 inches in size, gives that extra bit of

situation) and the detachable keyboards are optional so it has

room for the USB-powered 2W stereo speakers and their small port

the form factor of a tablet. Surface Pro 2 comes in 64GB and

holes moulded into the back. Because they connect through a single

128GB configurations with 4GB of RAM as well as 256GB

USB cable, there is no cable clutter and you don’t have the hassle of

and 512GB configurations with 8GB of RAM.

setting up external speakers. The device comes with volume controls for the speakers and a switch for the fan.

NOT SO MUCH:

Although it is designed to be both an ultrabook as well as a

NO SO MUCH:

tablet, it is far better suited to use on a desk than on a lap or

and tricky to store when not in use.

there is only a marginal improvement from its predecessor on

I N A N U T S H ELL :

and there is a definite lack of available applications.

a great job of combining improved audio, ergonomic comfort and

I N A N U T S H ELL :

The only thing that could be said here is that it may be a bit overpriced

Clever and very useful, the Logitech Speaker Lapdesk N700 does cooling into one. Some may find it hard to justify the cost, but if you can, then it won’t disappoint.

freehand – compared to other tablets, it’s rather bulky. Overall the existing hardware, the battery life is not very impressive

In theory it’s great, however, chances are it’s not going to be overly popular with most opting for separate laptops/ultrabooks and tablets. ** All prices are approximate.

Page 63: T E C H T O O LK I T

Wattson’s energy-smart wireless monitor AVA I L A B LE F RO M :

About R1 500 L OV E I T:

LED display that provides instant readings of

NOT SO MUCH:

your electrical status, tracks your energy use

We love it! All South African homes

and shows your power consumption in either

should have one.

Eskom seems to go on about reducing our

watts used or rand spent. There are three

domestic consumption so often that they

indicator lights (blue for below average use,

sound like a bit like a stuck record. Wattson’s

purple for moderate use and red for high

With all the issues South Africa has had to

energy-smart wireless monitor provides a

energy use), it automatically calibrates itself

face regarding energy consumption, this is

great way for homes to start realising a more

to the individual household and is easy to

one of the smartest gizmos a home could

energy efficient lifestyle by showing just how

install. The unit also works with home power

have. Not only will it allow you to keep

much energy is being used. The monitor

generation equipment, such as solar panels

track of what energy is being created/used,

is said to be capable of reducing monthly

and wind turbines, showing how much power

it will teach everyone in the home about

electricity bills by up to 25%, making it a wise

is being generated as well as how much is

energy conservation and how to

investment for any home. It features a large

being used.

use it wisely.

GoPro App AVA I L A B LE F RO M :

At the price of some of your data

right from the app. You don’t have to wait until you get home to pull your cards from the GoPro to see if you have the shot that you wanted or to

L OV E I T:

The GoPro App makes it easy to control the camera

upload the images to Facebook or Instagram – you can do it right from your smartphone.

and lets you do more with your GoPro content than ever before. Get full remote control of all camera

NOT SO MUCH:

functions and see what your camera sees with live

One small thing that we could nitpick about is

preview for easy shot framing. View photos and play

the 3-4 second lag of the preview. When you

back videos, then share your favourites via email,

move the GoPro or the subject, there is a delay

text, Instagram and Facebook. You can adjust any

before you see it on the app preview.

setting within the GoPro from your iOS device. With the latest upgrade, you can now copy images and

I N A N U T S H ELL : This app is just as

videos straight from your GoPro to your iOS device

awesome as the camera - and together they

in either low or high resolution quality and share it

can do amazing things!

I N A N U T S H ELL :

NEDBANK SIMPLIFIES THE PROCESS OF BUYING A HOME Becoming a homeowner for the first time can be an exciting experience, but it is often marked with a degree of anxiety. First-time buyers are faced with questions such as, ‘Am I financially secure enough to take on such a commitment?’ or ‘Am I ready for the challenges that come with owning a house?’ and ‘What can I afford and where do I even begin to look for a home?’. Recognising this, Nedbank has created a range of supportive tools and resources to assist buyers in the process of making their dream home a reality. This forms part of the bank’s client-centred approach to delivering a choice of distinctive experiences and innovative solutions that enable clients to apply for home finance in a seamless and convenient manner. One such tool is the complete, step-by-step Nedbank Buyers Guide. The guide is available in a video and booklet format and is accessible to all Nedbank and non-Nedbank clients, at no cost, on the Nedbank Home Loans website. Using highly visual animation and simplified content, potential buyers are taken through the entire process from beginning to end, unpacking complex jargon and turning unfamiliar terminology into everyday language. In the video the viewer is introduced to Tumi and Lerato, a typical South African couple who is renting, but would like to purchase a home of their own. They are assisted by Chris, who has been through the home-buying process with Nedbank and he demystifies each step for the young couple. The guide provides access to a host of valuable information, including: • The importance of location when you purchase a property. Timothy Akinnusi Head of Sales and Client Value Management Nedbank Home Loans

• The different avenues potential buyers can use to find their dream

home, such as an estate agent or searching online or using

property publications.

“Our home loan offering goes beyond financing a home.” • The various types of ownership, such as sectional title and

Client Value Management for Nedbank Home Loans. Akinnusi maintains

that owning a home is significant for many people and, as such, banks

freehold title.

• Understanding all the expenses that come with owning a new home,

need to encourage prospective buyers to equip themselves with the right

such as bond initiation fees, transfer costs, registration costs,

information and tools.

rates and taxes and so forth. Nedbank has a range of affordability

calculators that help buyers work out how much they can afford based

This is also evidenced through the recently introduced Nedbank

on average interest rate and terms.

Borrower’s Education Programme, which is designed to provide

• Checking your credit health and highlighting what banks consider

information and increase the number of affordable-housing homeowners in

South Africa. The programme teaches prospective homeowners everything

before lending funds.

• Choosing the right product for your needs – for instance, a building

they need to know about buying, owning and maintaining a home. As ‘a

bank for all’, Nedbank is committed to making homeownership happen

loan or a regular home loan.

• Finding the best application channel. Nedbank has a selection of

through innovation and insight. This is demonstrated by Nedbank’s fully

channels, including branches, the Nedbank Contact Centre

automated online home loan channel, which takes the hassle out of

and the innovative online application that can give bond approval

applying by enabling clients to process their entire home loan application

within hours*.

process online.

• Evaluating the offer to purchase and what to expect in

the home loan application process.

First launched in the market in September 2012, this groundbreaking channel has thus far enabled over 10 000 clients to apply for home

There are also useful tips in each section that highlight key considerations.

finance online in a seamless and convenient manner – with an average

For example, how to manage your bond repayments, advice on checking

turnaround time for home loan credit approval of less than five hours,

your credit report annually online and even what details to look out for

with the fastest turnaround time to date being only 45 minutes.

in an offer to purchase. But the guide is not just for first-timers. Existing homeowners can find information on managing bond repayments and

‘First-time home buyers need to ensure that they not only find the right

improving their home through a further loan or readvance.

property, but also that they choose the right real estate agent or developer and banking partner,’ says Akinnusi. ‘It’s the beginning of a new year with

‘We are delighted to introduce the Buyers Guide to make the home-

great opportunities. Let us partner with you on that journey to making your

buying experience fulfilling for new and existing clients. Our home

dream home a reality in 2014’.

loan offering goes beyond financing a home. We believe in engaging our clients at the start of their buying journey to ensure they are fully

The Buyers Guide, as well as a host of other handy tools and resources, is

empowered and well informed about the implications of owning a home

available online at nedbank.co.za/homeloans. You can also call

and, importantly, maintaining it,’ says Tim Akinnusi, Head of Sales and

0860 555 111 for more information.

* Terms and conditions apply.

Page 66: WO R D O N T H E S T R EE T

WORD ON THE STREET “To date, the PICC (Presidential Infrastructure Co-ordinating Commission) has identified 18 SIPs (strategic integrated projects) that bring together hundreds of separate construction projects, which include improving schools across the country, opening the northern mining belt or developing the south-eastern coastal regions.” Economic Development Minister Ebrahim Patel (SACommercialprop-News: Infrastructure Development Bill Introduced)

“The areas formerly classified as “Black Township Areas” under Apartheid Era classifications have outperformed the former White “suburbs” in terms of house price growth for much of the period since 2006, playing some catch up off a very low price base. And we estimate that they have continued to marginally outperform as of late too.”

“Domestic economic prospects have deteriorated further over the last year, as growth in domestic expenditure has slowed without a meaningful narrowing of the current account deficit.”

John Loos, FNB household and property sector strategist

Sizwe Nxedlana, chief economist

(FNB Blog: FNB 3rd quarter 2013 former black township

of FNB (Fin24: Consumer

house price index– 12 November 2013)

confidence remains very low)

“Support for increased provision of affordable and social housing is essential for further economic and social integration in South Africa… We recognise the special importance of improving housing for low-income South Africans as crucial to helping South Africa achieve economic and social integration and development objectives.” Pim van Ballekom, European Investment Bank vice President (SACommercialprop-News: ‘European Investment Bank injects R2bn towards SA affordable housing development’)

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