{"id":986,"date":"2016-07-18T07:51:56","date_gmt":"2016-07-18T07:51:56","guid":{"rendered":"https:\/\/propertyprofessional.co.za\/treat-your-clients-and-agents-like-royalty\/"},"modified":"2016-07-18T07:51:56","modified_gmt":"2016-07-18T07:51:56","slug":"treat-your-clients-and-agents-like-royalty","status":"publish","type":"post","link":"https:\/\/propertyprofessional.co.za\/2016\/07\/18\/treat-your-clients-and-agents-like-royalty\/","title":{"rendered":"Treat your clients and agents like royalty"},"content":{"rendered":"
Lew Geffen, chairman of Lew Geffen Sotheby\u2019s International Realty<\/a>, is a firm believer in looking after his agents as much as his clients. That awareness is a key requirement in this business<\/strong><\/h5>\n

Did you know that the first real estate franchise in South Africa was inspired by a Kentucky Fried Chicken (KFC) outlet? And that Lew Geffen and his mother Aida launched the idea in the seventies?<\/p>\n

That was when Geffen was working with his mother at Aida Estate Agency<\/a><\/strong>. It was also well after he had sold his first house at the age of 16 (with a bit of help from mom, of course, on the legal side).<\/p>\n

While Geffen loved earning money from the commission, he didn\u2019t much like selling houses. His next venture \u2013 at the age of 24 \u2013 was hawking Iranian copperware on the pavements of Killarney. Says Geffen: \u201cI did well, when I wasn\u2019t running from the police when they tried to clear us off the street. The wealthy Johannesburg women loved the copperware.\u201d<\/p>\n

Next up was a stint in the building business. But when the recession hit, he went back to selling property at Aida. With three kids now in the picture, Geffen decided that he\u2019d better start learning to like, and even love, real estate.<\/p>\n

That\u2019s when a branch of KFC moved into their office building in Parktown North. \u201cIt was the first time we had actually heard of franchising and we thought \u2018we can do that\u2019,\u201d says Geffen.<\/p>\n

\u201cInstead of using a canned programme from the US, we put down everything we knew about selling property. That converted into the training programme and the franchise business began.\u201d<\/p>\n

It became clear to Geffen that he was in them real estate business for the long haul. Today, Geffen has sold between R250bn to R300bn worth of properties over 34 years.<\/p>\n

ON LAUNCHING A BUSINESS<\/strong><\/h2>\n

When did you break away to start your own company?<\/em><\/strong><\/p>\n

I started Lew Geffen Estates in 1982. By 2000 we were strong in Johannesburg with about 200 agents on the team. We were part of a pack of leaders in the real estate business but we weren\u2019t at the top: we needed something extra.<\/p>\n

And that was Sotheby\u2019s International Realty?<\/em><\/strong><\/p>\n

A colleague suggested we contact Sotheby\u2019s. I pushed back at first \u2013 in my mind Sotheby\u2019s was an auction house and nothing to do with us. But delving deeper, I found they sold properties too. It began as an affiliation agreement and developed from there.<\/p>\n

How did South African buyers and sellers respond to the affiliation?<\/em><\/strong><\/p>\n

The public responded so positively. To me, Sotheby\u2019s has always been an inspirational brand; they were like royalty in the real estate business. Our client profile changed overnight, and I could see I was onto something good.<\/p>\n

What started as an affiliation turned into a 10-year franchise agreement. And when we decided to franchise nationally, it became a 30-year agreement.<\/p>\n

How important is marketing in this business?<\/em><\/strong><\/p>\n

It doesn\u2019t stop at the property: it\u2019s a combination of marketing to your clients as well as to the agents in South Africa. It\u2019s your messages to both of them. It\u2019s about perception and that\u2019s a vital part of the real estate business.<\/p>\n

How can you make the move from agent to business owner?<\/em><\/strong><\/p>\n

To make the leap, you need four things:<\/p>\n

1. Desire \u2013 to want to do it.<\/p>\n

2. Bravery \u2013 it\u2019s risky.<\/p>\n

3. A skill set \u2013 the top guys have the necessary industry knowledge.<\/p>\n

4. Resilience \u2013 it\u2019s not always going to go your way. It\u2019s how you come out of the downs that make or break you in this business.<\/p>\n

How did you handle the downs?<\/em><\/strong><\/p>\n

I can recall three mistakes that taught me valuable lessons. The first: someone persuaded me early in my career to charge my agents for the paper they were using in the office. Before I knew it, six of them had walked out the door. It was a real blow. My young daughter said, \u201cDad, I\u2019m tired of hearing what they did to you. It was what you did to them.\u201d That hit me: agents are like our clients and you have to treat them as such.<\/p>\n

My second mistake went like this: I was commissioned to sell the first house for former president Nelson Mandela \u2013 which I did. When it came to round two, an important person called me saying he had a client from London who \u201conly wants to deal with you, to see homes in the Houghton area\u201d. I missed the cue and passed him onto an agent of mine. Guess who that person was? Mandela.<\/p>\n

The third mistake was entering the auction business \u2013 bad move. All I will say is: stick to your knitting.<\/p>\n

How to promote property as an investment during rough patches<\/strong><\/h2>\n

\u201cYou have to remain positive. I remember Sharpeville \u2013 that was a tough time. Since then there have been six major recessions. But we\u2019ve come out smiling \u2013 the professionals always do.<\/p>\n

\u201cBecause of the sliding rand, people respect that property will hold its value more than anything right now.<\/p>\n

\u201cThe Cape Town market seems resistant to tougher times \u2013 it\u2019s harder elsewhere in the country. It\u2019s more sentiment-driven right now, largely due to political uncertainty.\u201d<\/p>\n

Digital disruption<\/strong><\/h2>\n

\u201cI\u2019m not worried about digital disruption at all: since Phoenician times people have been trying to get rid of estate agents. But there is a definite skill set to selling a property. It might look easy but it requires a certain knowledge and level of experience. Negotiation abilities can\u2019t be underestimated \u2013 without them, emotions get in the way and the sale goes pear-shaped.\u201d<\/p>\n

Watch Lew Geffen on video<\/a><\/strong> talk about his personal business success and the wider property industry.<\/p><\/blockquote>\n

Words<\/strong> Catherine Davis<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Lew Geffen, chairman of Lew Geffen Sotheby\u2019s International Realty, is a firm believer in looking after his agents as much as his clients. That awareness is a key requirement in this business Did you know that the first real estate franchise in South Africa was inspired by a Kentucky Fried Chicken (KFC) outlet? And that […]<\/p>\n","protected":false},"author":3,"featured_media":987,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[404],"tags":[454,707,798,799,800,719,499,671],"yoast_head":"\nTreat your clients and agents like royalty - Property Professional<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/propertyprofessional.co.za\/2016\/07\/18\/treat-your-clients-and-agents-like-royalty\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Treat your clients and agents like royalty\" \/>\n<meta property=\"og:description\" content=\"Lew Geffen, chairman of Lew Geffen Sotheby\u2019s International Realty, is a firm believer in looking after his agents as much as his clients. 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