MAIN IMAGE: Paul Stevens, CEO of Just Property
Senior writer
Only a complete maverick could start a real estate business regardless of not having any knowledge of the industry. That person is Paul Stevens, CEO of Just Property since 2013. In 2003, he used the opening of a Just Letting franchise to learn the ropes. By taking advantage of market cycles and property investments in small sectional title units and a large self-storage facility, he realised the benefits of creating wealth from real estate.
In 2016, Stevens rebranded to Just Property, which he says was “well-timed and a great positioning, as we had everything in place and could compete head-on with other traditional agencies.”
Significant milestones have been achieved along the way, including several international awards for Best Rental Agency in Africa and Best Real Estate Agency in Africa. “We continue to grow our franchise footprint to expand on our current 117 franchises. We aim to reach 200 by 2030,” says Stevens, who adds: “These achievements reflect the dedication and resilience that have been at the core of Just Property’s journey.”
Stevens says that his success is inseparable from that of Just Property, and he has been grateful to have experienced this parallel journey. However, he feels that they are still in the early stages of the company’s growth path. “As we reflect on our history, we look forward to shaping the future of real estate by staying true to our values and embracing the opportunities that lie ahead.”
What is Just Property’s differentiator?
Rentals! This form of annuity income is a wonderful foundation for any business. When markets deteriorate and sales are down, we do not feel the impact as much as other typical real estate agencies.
It was the same during the COVID lockdown, which really did not impact our business because we continued to receive rental income regardless of any sales or transfers at the time. With this firm rental foundation, I believe we are well prepared to continue growing our rentals, sales, and commercial business as we have done year after year.
We also have a brand that, I believe, will take us far into the future in our country as we are a truly South African brand, not an international nor a legacy South African family name. Instead, we are a brand of the people.
Where are Just Property’s growth opportunities?
We see very good scope for growth as rentals will always be something we are best at, and that’s why we are the biggest in this field. We also stay attuned to market dynamics and diversifying services to meet emerging demands. Sustainable growth is achieved through strategic planning, financial prudence, and a proactive approach to market cycles.
By staying agile, Just Property positions itself to thrive in diverse economic environments. The only future for us is a positive one.
Your advice on how to endure tough market conditions?
This requires a combination of resilience, adaptability, and a client-centric approach. Just Property believes in maintaining transparent communication, staying informed about market trends, and adapting strategies to meet clients’ evolving needs.
Keep doing the things that matter; reduce any unnecessary overheads or costs, but don’t stop marketing yourself or your business. Tough times provide a great opportunity to be more visible than competitors, as many tend to retract their marketing spending in these times. Keep reminding yourself that, like most sectors, real estate works in cycles and will always improve; it’s just a matter of time, and time passes fast!
What is the best way to deal with difficult clients?
Managing the expectations of difficult clients requires a combination of empathy, clear communication, and taking a solutions-oriented approach. Just Property encourages and values client feedback and actively seeks to address concerns whilst maintaining professionalism. We view challenging situations as opportunities to showcase our commitment to client satisfaction.
How do you get your colleagues to buy into your vision?
It’s a mixture of fostering a culture of collaboration, open communication, and shared values. Just Property emphasises teamwork, professional development, and recognising individual contributions. This approach creates a sense of ownership and commitment among team members, aligning everyone with the agency’s overarching vision to be the number one South African real estate company.
What is the hardest part of being a leader?
Like any organisation, it’s about how to navigate the complex landscape of decision-making, managing diverse teams, and balancing short-term challenges with long-term vision. I acknowledge my responsibilities at Just Property and constantly emphasise the importance of resilience, adaptability, continuous learning, and, most importantly, never giving up no matter how hard it may get.
