MAIN IMAGE: Fritz Swanepoel – CEO of Leapfrog Property Group, and Richard Malyon – CEO of Fine & Country South Africa
Editor
Two new CEOs have stepped into leadership roles at major real estate brands, bringing perspectives shaped by careers outside traditional estate agency. Fritz Swanepoel (previously head of commercial sales, coastal region at OUTsurance) now leads Leapfrog Property Group, while Richard Malyon (previously head of operations at Stor-Age Property REIT Limited) has taken the helm at Fine & Country South Africa. Both executives share their views on leadership, culture and where the market may be heading.
Why real estate and why now?
Fritz Swanepoel says:
“Real estate sits at the centre of economic confidence. When people buy property, they are making a long-term statement about their belief in the future. After years in insurance and commercial sales, I was drawn to an industry that is deeply personal yet economically significant. Property is where money meets lifestyle, legacy and ambition. And much like insurance, I enjoy solving that need. Leapfrog specifically appealed to me because of its brand and entrepreneurial DNA. It has a strong national footprint, but it still carries a challenger mindset. That combination – established credibility with room for disciplined growth – is exactly where I want to be.”
Richard Malyon says:
“This chapter of my career is a crucial one. I am at an age where my next move needs to define my professional chapter. I wasn’t motivated by the industry, but the brand. Fine and Country is a global premium real estate company. It is truly an exquisite brand that resonates with my CV and experience. Stepping away from an industry I knew inside and out and had given 12 incredible years to wasn’t a decision made lightly, but I saw something in Fine and Country, and it just felt right. I am incredibly excited to lead this team to new heights.”
First impressions of the property sector
Malyon says:
“It is a far more complex landscape than I envisaged, with multiple business units intertwined with one another. It’s evidently a resilient industry, and 2026 has already started strong, and that is exciting. There is clear room for potential, but challenges surrounding affordability and infrastructure can’t be ignored. There are, however, boundless opportunities with grit and determination to succeed from those on the ground.”
Swanepoel says:
“The resilience of agents. From the outside, people see transactions and commissions. Inside, you see grit, negotiation skill, emotional intelligence, and relentless persistence. Good agents are small business owners managing pipelines, marketing, compliance, and client psychology at the same time. What also stood out was the opportunity for structural improvement. The industry is full of incredible talent. With stronger systems and clearer performance frameworks, the talent can compound dramatically.”
Building strong networks and culture
Swanepoel says:
“Brand opens the door. Culture and structure sustain performance. A successful franchise network requires:
- Clear remuneration models
- Consistent operational standards
- Technology adoption that is not negotiable
- Leadership accountability at all levels
- A culture of performance.”
He adds that his experience at OUTsurance informs his leadership approach.
“OUTsurance built its reputation on operational excellence and measurable service standards. Three principles translate directly:
- Relentless focus on client experience
- Data-driven decision making
- Performance accountability at every level.”
Malyon says:
“I am a passionate individual who believes strongly in building brands around their core values. Culture is incredibly important to me, and I believe that it truly helps define a business. I am not here to cookie-cutter or replicate what everyone else in the industry has been doing. I am bringing a new perspective and fresh energy, and I intend to start taking market share from the bigger players by living our company’s core values.”
Supporting agents and strengthening the network
Swanepoel says:
“A performance-driven, supportive culture – but one that also allows for genuine autonomy. Real estate attracts entrepreneurial people. The best agents are often those who bring their own personality, energy and style into the business. Our role as a brand is not to suppress that individuality, but to give it structure, support and the right platform to flourish.
Our ethos is:
- Commit publicly
- Execute consistently
- Measure transparently
But within that structure, agents should feel free to operate as the best version of themselves.”
Malyon says:
“Real estate is a decentralised business, and creating a positive culture in this type of environment takes a unique set of qualities, and that is what I am going to bring to the network and broader industry. It’s what I have been doing for many years across two continents. If you ask previous colleagues about my qualities, I am confident one repeat piece of feedback would be the support I give them – leading from the front, knowing that we are in this together and I am just a piece in this incredible puzzle we are building together.”
Opportunities in the current market
Swanepoel says:
“The global environment reminds us how quickly sentiment can shift. Recent global events are likely to push fuel prices higher, which feeds into inflation and could delay interest rate relief. That inevitably places pressure on household affordability. But property markets rarely move in straight lines – they move in cycles. What we may see now is not a collapse in demand, but a more cautious buyer.
When confidence tightens, activity consolidates around segments where affordability, financing and lifestyle demand intersect. In South Africa, the real opportunity currently sits in the R900k – R2mill price band where first-time buyers and upward movers remain active despite economic pressure.”
Malyon says:
“I am already seeing the evolution of luxury. Lifestyle, security, and flexibility are all impacting buying decisions. We are seeing sustainability make an impact: vehicles are becoming electric, solar is a standard expectation, and water harvesting is a priority for both the eco-conscious and the infrastructure-fearing. Combine this with a beautiful design, and you have the captive premium audience. People are also looking for value at every corner.”
What agents can expect
Malyon says:
“Culture shift, positivity, collaboration, personal and professional growth, and brand awareness. Fine and Country has an unmatched sector potential, and I plan to showcase this to the team and the industry.”
Swanepoel says:
“Agents should expect:
- Clearer, competitive remuneration structures
- Stronger recruitment pathways
- More disciplined adoption of technology platforms
- Greater marketing consistency across regions
- Increased accountability and performance reporting
In short: more structure, more support, and more clarity about what success looks like.”
What keeps them grounded
Swanepoel says:
“Property is tangible. You can drive past a home you helped sell. You can see families move. You can watch communities grow. The real-world impact is incredibly rewarding. But what excites me even more is the opportunity to build something that helps people grow.”
Malyon says:
“I am a firm believer in getting the work-life balance right. Time at home with my wonderful wife and beautiful 2½-year-old twins recharges me, ensuring I can go back to Fine and Country and give it 110%. I enjoy the odd Comrades marathon from time to time too!”
With both leaders bringing experience from outside traditional estate agency, their appointments signal a focus on stronger systems, culture and agent support at a time when the property market continues to navigate economic pressure and shifting buyer behaviour.
