MAIN IMAGE: Dr Andrew Golding, chief executive of Pam Golding Property Group
Editor
Offering a broad range of real estate services, Pam Golding Properties has an extensive network of over 300 offices in sub-Saharan Africa as well as several international offices; it is also an exclusive residential real estate partner in Africa for one of the world’s largest property groups, Savills plc, with access to its prestigious network of over 600 offices worldwide.
With over 74 International Property Awards and 47 years of experience in the residential property market, Pam Golding Properties is entrenched as a market leader and a globally respected real estate brand.
With a highly successful career spanning almost three decades, Dr Andrew Golding, chief executive of Pam Golding Property Group, shares his tips for building a lasting reputation in the real estate business.
What attracted you to the industry?
From a very early age, I grew up surrounded by the sounds of a real estate business happening around me. Property and real estate business was seemingly a constant topic of conversation in our home. In those days, the business was conducted very much via the telephone, or so it seemed, and so hearing my mother on the phone talking to clients, securing mandates, arranging viewings and concluding transactions was very much the order of the day as Pam Golding Properties started from our home at the time.
Notwithstanding this, I pursued a medical career and started my post-university life as a General Practitioner at a medical practice in Sea Point, Cape Town. I originally had no intentions of entering the family business. However, when my brother, who was running the residential side of the company at the time, decided to start the commercial arm of our Group, there was a strong pull to keep the leadership of the business in the family. Hence, I made the decision 27 years ago to ‘’give it a try‘’ and although my love for medicine has never diminished, I suppose it was inevitable that I would end up in the industry, something that I do not regret for a second, it has been a unique and exhilarating decades-long journey.
What do you believe is necessary to succeed in real estate?
There are several fundamental requirements to succeed in real estate, starting with a passion for people and an interest and enthusiasm for some, if not all, aspects of real estate.
Another critical ingredient is a commitment to the medium and long term rather than a short-term view of a real estate career. A vital success factor includes maintaining and growing a reputation and track record based on positive relationships with clients, co-colleagues and competitors.
Customer service and a genuine passion for a client-centric approach to business are crucial. Lastly, in today’s complex world, an understanding of the compliance and governance requirements, as well as the challenges and opportunities involved in marketing and the world of digital marketing, are essential for long-term success.
Which skills do you think successful agents need to cultivate?
Firstly, unwavering dedication and commitment to provide an exceptional level of service and to be a high achiever.
Essential skills are the ability to adapt to change, the discipline and tenacity to put in the daily activities that result in sales, self-motivation, initiative, good negotiation, communication and people skills, good listening skills, and being tech-savvy.
Personality and likeability are critical, as clients prefer to engage with agents they like and trust. Friendly, approachable, professional, and honest agents are always the most successful. It would be best to have the resilience to withstand disappointment and rejection.
What has been your proudest moment?
I am proud of the reputation that the Pam Golding Brand has, for the values that it stands for, including honesty, integrity and professionalism, and making a positive contribution to the country and the continent.
What is your advice for new entrants?
Real estate may sound like a quick-fix, easy industry, but it requires hard work, tenacity and discipline. New entrants must sustain themselves financially for at least six months, as getting sales off the ground takes time. In this country, the average registration time is approximately three months, so even if an agent concludes a deal in his/her first month of trading, he/she will only receive his/her commission three months later. Therefore, “grit”, determination and tenacity are critical for success. Also, be patient, as there is a lot of regulation, process and procedure to navigate, but it is worth it.
If not real estate, what would you be doing?
I am still a registered general practitioner, so I’d probably be practising medicine.
