MAIN IMAGE: Denise Dogon, founder of Double.D Property Consultants
After a half-century of service to the SA property industry, Denise Dogon opened her boutique Double.D Property Consultants operation in 2022 and so began trailblazing new paths and pursuing benchmarks.
Most recently, the aim and hope of achieving R1-Billion in sales at the end of two years of operation were achieved by Denise and her team of four hardworking, like-minded agents supported by “an incredible PA and an outstanding canvasser, all working remotely with a shared desk space in a divided office,” says Dogon.
No one is really surprised, given that this dynamic woman can claim accolades such as the opening of Durr Estates’ first Atlantic Seaboard office, which garnered her a directorship and shareholding position. Another is her immersion into promoting local properties in global markets, which captured Pam Golding’s attention and resulted in Dogon developing that group’s International Division at the Victoria & Alfred Waterfront.
And then, of course, came her first foray as a business owner, The Dogon Group Properties, and the revolutionary DG Property Café. “Nothing quite prepared me for the exhilarating shift we created in the local property market with these endeavours,” says Dogon.
“From the moment we launched, it was clear that we were onto something special. Our brand vision, represented by our distinctive logo, immediately resonated with clients and competitors alike. We introduced groundbreaking concepts that transformed the way real estate was experienced and marketed. The big players in the market took notice, rapidly upgrading their own images and office spaces in response to our fresh, modern approach.
As Dogon relates, one of those was the introduction of plasma screens in the office, a first in the local market. “This added a dynamic, cutting-edge feel to the real estate experience, allowing clients to see properties in high definition and with interactive presentations. And we didn’t stop there! Our branded Mini Coopers became a recognisable presence, symbolising mobility, accessibility, and our commitment to delivering high-quality service with style.”
The creation of property cafés followed. These were comfortable, welcoming spaces where buyers and sellers could meet, discuss their needs, and engage with the team in a relaxed, casual environment. “This wasn’t just a change in aesthetics; it was a shift in how real estate was conducted, driving other companies to rethink their strategies and offerings.”
These examples exemplify how Dogon merges her sharp management, ethical networking, and dynamic marketing with her passion for elevating professionalism in the industry. As such she has become a trusted voice in the sector, which in turn has led to frequent press coverage and numerous awards, including multiple national Agent of the Year titles. Denise has appeared on Carte Blanche, CNN, and the BBC, and her clientele includes local and international celebrities.
This recognition is not her’s alone, she says. “Over the years I have worked, and continue to do so, with an exceptional team. A collective effort is what drives true innovation and achievement.”
It is the embrace of teamwork that has driven the new Dogon enterprise to not just survive in a constrained market, but thrive. “Gaining traction without the backing of a large brand and navigating economic uncertainty can be tough. However, my experience, strong relationships, and ability to innovate have been key in overcoming these hurdles, allowing me to create something fresh,” she says.
“The market remains challenging but full of potential. We find opportunities in the luxury and niche markets, where personalised, high-quality service is paramount. After decades in this industry, I’ve seen firsthand how offering something unique — like a boutique-style, client-focused approach —creates value. The shift toward remote work and flexible living also presents new possibilities.”
Those same opportunities are, of course, at the fingertips of other agencies and agents, whom Dogon recognises and honours. She says that while established agents have a stronghold in their areas of operation, it is the maintenance and sustainability of their relationships that will be a differentiator.
“I know that building trust, offering exceptional service, and cultivating relationships can quickly position agents as respected players in any market, and more so those who are aiming to step into the Top 10 of the best of the best.
“This takes time,” advises Dogon, “With a clear vision, deep industry knowledge, and a commitment to service, it is, however, possible to fast-track this timeline. My new consultancy is a living example of just how much one can accomplish if the focus is on consistency underpinned by experience.”
The experience journey is tough, and cannot easily be done alone. “Having mentored countless agents, I understand the value of nurturing young professionals. I continue to do this with my current team, with the aim to foster a culture of excellence. I feel incredibly grateful and proud of what we’ve accomplished, and I’m thrilled to be back at work with my fabulous young team!”
