RE A L ES TAT E
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he real estate industry has been severely impacted during the 2020 coronavirus pandemic. Many agencies effectively shut down for two months and then struggled to find their rhythm, thanks to erratic deeds office reopenings. But there were few signs of a slowdown for one Pretoria real estate business. “Unlike many other agents, we were busy right through lockdown,” says Wendy Hoffman, one of three co-owners of Chas Everitt’s Pretoria franchise. “June was actually our best sales month since we opened 18 months ago.” The local franchise had technologies in place to notch R70-million worth of residential sales in three months until July, despite the hard lockdown. In contrast, many competitor agents were barely operational during April and May.
REMOTE WORKING WITH BENEFITS Hoffman says their management team attributes much of its success to using the Nomad real estate sales model, a system introduced in South Africa by Chas Everitt International nearly three years ago. Its Pretoria and Sandton operations adopted the model exclusively some time ago, and
Widening the circle A franchise model based on centralised support and remote working systems has given one real estate company a lockdown leg-up, reports KIM MAXWELL
“NOMAD definitely gave us the edge during hard lockdown.” – Wendy Hoffman, co-founder, Chas Everitt Pretoria
its North Coast operation in KwaZulu-Natal launched Nomad in July. The real estate sales platform is designed for agents working remotely to have access to centralised business support systems, national and international marketing platforms, and quality training. “The system allowed us the freedom to operate as a stand-alone business, where we can structure our time and effort in ways that maximise our earning potential,” says Hoffman, outlining the benefits for her 55 agents. Wendy Hoffman
Traditionally agents operate in a “fixed farming area”, meaning they may only canvas and sell in specific suburbs. Nomad’s openarea system means its agents may list and sell anywhere. Importantly, the system liberates principals and agents from desk fees and offices, allowing the former to reduce overheads and the latter to retain more commission by working remotely only using a laptop or cellphone. “It enables agents to offer clients really exceptional service no matter where they are, and earn more at the same time,” says Hoffman. “It definitely gave us the edge during hard lockdown.” Hoffman says their Pretoria agents operate from home as a base but have cluster meetings regularly to discuss buyers and available stock. “The management team is still actively involved on the sales side. That keeps us in touch with what is happening and also with what agents are experiencing in the market on a daily basis,” says Hoffman.
Snapshot of success
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acqui Young is the new principal of RealNet MacYoung Mossel Bay. The real estate veteran decided to make the switch after operating as an independent agent at MacYoung Realty. “This new franchise is my first solo venture after years of working with my husband, Trevor,” says Young. “Many highly successful women are heading up RealNet franchises around the
PROPERTY WRAP
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n the August 2020 FNB Property Barometer, analyst Siphamandla Mkhwanazi reported a bounce back in South Africa’s property sales, reflecting an unexpected rapid recovery in market activity since lockdown restrictions eased. “Our initial expectations were for the pandemic to have a more chilling and lingering impact on activity,” says Mkhwanazi. “In contrast, the volume of new mortgage applications has rebounded beyond prelockdown levels, across the price spectrum.” Reasons for this rebound might include: • pent-up lockdown period demand • record-low mortgage rates are incentives for first-time buyers • behavioural shifts: homeowners reassessing their housing needs after lockdown.
country, so I’m looking forward to this new phase in my career. “My team needs the best tools and resources to be able to do well. RealNet offers a national marketing platform and referral network, enabling us to expose our clients’ properties to a much wider audience of potential buyers and conclude more sales quicker.”
MAJOR MOVES Johannesburg real estate enterprise Lew Geffen Estates (Pty) Ltd has new owners. Savukazi Properties, owned by Hloniphizwe and Masechaba Mtolo, will operate as the new Johannesburg franchise Hloniphizwe Motolo trading as Lew Geffen Sotheby’s International Realty. Lew Geffen remains chairman and owner of Geffen International Realty Franchises (Pty) Ltd trading as Sotheby’s International Realty, South Africa.
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