Century 21 South Africa - Growth Continues
Category Newsletter: Ceo's Message
Century 21 South Africa continues on its growth momentum of 2014 where 13 franchises were awarded with the announcement that already, for the 2015 year so far, 3 new and significant franchisees will open their doors for trading. They are Atlantic Seaboard in Cape Town, Kempton Park in Gauteng and Rustenburg in the North West. The Rustenburg franchise is Century 21’s first office for the North West Province and paves the way for more brand operations in areas such as Potchefstroom, Brits and Klerksdorp.
This comes on the back of an all-time high group sales figure for the 2014 financial year and an all-time monthly sales record for the month of February 2015.
Harry Nicolaides, CEO of Century 21 South Africa, says that there has been an uptick in the demand for franchises in the last 12 months and besides the benefits that the brand offers, a reason for this growth in demand can be attributed to the positive effects from the decision to shift some resources away from that of simply growing the brand nationally to that of service delivery to our existing franchisees.
Harry Nicolaides says, that the true test for any brand is its sustainability over time and this can only be achieved through the profitability of each franchisee themselves, through the relationship the franchisor enjoys with the franchisees and through the real benefits that the brand offers. Real benefits include national marketing, relevant agent and principal training, technological assistance and guidance of all its members through the EAAB accreditation challengers. More importantly and as a priority though, real benefits must include assisting in the creation of profitable business for the franchisees and sustainable careers for their estate agents and these should never be just a game of numbers for the franchisor.
This is why Century 21 has chosen to grow in a relevant manner and not in a “at all costs” manner.
With just under 50 franchises awarded nationally thus far and a sales force of around 400 agents and principals, Century 21 South Africa has over a 99% perfect standing with their franchisee’s accounts and this is a massive vindication for the brand and a tremendous show of satisfaction and “buy in” from the franchisees and their agents and it is this sustainability, that Harry Nicolaides mentions earlier that will grow the number of Century 21 offices nationally. He also says that it is just this point of sustainability and relevance that is communicated by “word of mouth” by the franchisees and their agents that has created most of the growth in demand for franchises.
Century 21 is the flagship brand in the Realogy stable which is the World’s Largest Real Estate Organisation.
Author: Century 21 South Africa
