Century 21 A Reflection & Prospects
Category Newsletter: HeadOffice
Century 21 South Africa 2015 - A year focussing our efforts on ensuring that the support, tools and systems on offer to our franchisees, were correctly employed and operated, maximizing the benefits & efficiency of our offices nationwide. This resulted in an almost 40% growth in property sales turnover nationally, I can now proudly say that our brand has been vindicated.
This resulted in an almost 40% growth in property sales turnover nationwide, I can now proudly say that our brand has been vindicated.
This is a critical aspect for any brand’s success as the real reason for an owner to brand their company is for the benefits it will provide long after the franchise is acquired. This is the time beyond when the franchisor has sold the potential of the brand and its tools and systems to the prospective franchisee and when the franchisee is now committed contractually and is expecting to experience the brand’s benefits and expecting a positive bottom line return on their investment. A 40% growth in sales is massive for any brand and surely rates as a highlight for Century 21 for the 2015 year and cements the brand firmly in the South African market as not only a multi – billion rand property sales company but one that is growing too in a solid and relevant way.
With regards to the growth in the number of offices, Century 21 has grown the National footprint in 2015 to include the very critical and lucrative areas of Umhlanga Rocks, Durban North, Phoenix and Umdloti all in KZN, Rustenburg and Hartbeespoort in the North West and Northcliff & Surrounds in Gauteng. These now give us a spread of around 50 physical Century 21 offices around the country with 400 estate agents and all this just 4,5 years of real operations under new ownership.
What is an absolute given however is that even though Century 21 is the world’s largest real estate sales organization with cutting edge technologies and real time intellectual knowledge from 100 000 agents in just under 7 000 offices globally, it is our local franchisees and our local agents together with the Century 21 head office team that have driven our growth in such a significant way and who collectively have created a team spirit, work ethic and ethos in the company that is enviable and desirable by all franchisors no matter the industry they operate in. It may be clichéd but the commentary from many business leaders that the success of any company is determined by not its actual offering to its consumers but by the manner in which its people deliver it to them is no more apparent than in the Century 21 family.
Based on this our prospects for growth look very promising for 2016 and we are very excited and motivated to continue on our winning formula. Obviously our industry is driven by market sentiment and the cost of debt but there will always be a market for a home that is priced fairly in any specific cycle in the economy and for these type of homes, there will always be a sale if brokered by a passionate estate agent that is not only professional but also empathetic to the needs of their client. We are also excited about our renewed emphasis in the rental market for 2016 as well as finalising negotiations with prospective new franchisees.
We live in challenging yet exciting times in South Africa and we really do not have negatives in South Africa that are unique only to us because these are also apparent all over the world so my message to all would be to be vigilant and prudent your finances, endeavour to own a primary residence that is not only your “nest egg” but a warm and safe “nest” for you and your family to live in, to heal in when necessary and to grow memories for you and for your legacy.
On behalf of my team at Century 21 South Africa, our 50 franchisees and our 400 estate agents nationwide I would like to thank all our clients, colleagues and professional associates and we wish you all well over the holiday season and all the best for 2016.
Harry Nicolaides | CEO | Century 21 South Africa
Author: Harry Nicolaides, CEO, Century 21 South Africa
