HUIZEMARK - A LEGEND IN ITS OWN TIME
Category Franchising
Very few South African real estate companies had the opportunity to blow out 60 candles on their birthday cake. Huizemark has weathered the storms that so often threaten the real estate market to come out stronger than ever before, and humbly (and proudly) looks back at an incredible ride that started way back in 1962.
Many people today still refer to the brand as "De Huizemark" as it was known before its re-branding in 2005. This extraordinary company not only managed to re-invent itself over the years and so stay abreast of market and legislative changes, but it remains at the forefront of innovation in the real estate profession.
How come in a highly competitive environment is it possible for one brand to keep going, keep evolving itself and embrace change?
The focus continues to be on the creation of better systems and finding ways to take the Professional Partners towards a tech-orientated, paperless organisation. Why, may you ask? "Because paper is distractive to agents," explains Andre Hamman, Huizemark C.E.O. "They need to focus on the task at hand, which is making sales and supporting their clients and not on endless paperwork." Hamman is a firm believer that the industry can operate via the Internet and cloud-based technology, thanks to mobile tech like tablets, laptops, and smartphones. From an article that appeared in the JSE Magazine, April 2015, Hamman is quoted: "The main idea though, is that we're enabling principals and agents to work from anywhere, which cuts downtime wasted in traffic, time spent on admin, and most importantly, decreases overheads. We're going virtual; Head office is already completely paperless, and we're steadily increasing the number of virtual offices around the country". Today, other brands are seeing the possibility of virtual offices, after the Covid-19 pandemic forced them to consider this option.
Over the years Huizemark pioneered many changes in the way real estate gets done. In recent history; 2010 saw the establishment of a virtual estate agency that offers its agents a professional fee of 90% with full administrative back-up and no monthly fees. This offering still proves to be highly successful and paved the way for the implementation of the current open-area, non-franchise model. Huizemark Plus, the biggest franchise grouping within Huizemark, also started their first virtual office in 2010 and since experienced exponential growth with representation in every nook and cranny of the country.
Huizemark has always been known to offer high-quality agent- and management training, and the company embraced an e-learning system and web-based training in 2013, at the same time providing its people with strong mentorship and coaching in vital areas to ensure success.
Huizemark Franchising Group has seen massive growth under the leadership of its two owners who have been friends and business partners for 36 years, worked their way up in real estate, purchased the company from Hamman's father who started it in 1962, and continue to have their finger firmly on the pulse of the real estate market.
"We've never wanted head office to sit in an ivory tower and dictate policies and procedures without fully understanding the market and its needs," says co-owner, Bryan Biehler, who still runs his own agency. "We don't want to be divorced from the coalface; we want to understand what our principals and agents go through. Our mission, based on our practical down-to-earth approach, is to build relationships with our Principals and Independent Professional Partners for mutual profit in a relaxed business environment where they are free to innovate and run their businesses for maximum profits." Adds Biehler, "We have always been incredibly proud of how loyal our team is. They have a huge allegiance to the brand and live and breathe orange."
Huizemark currently has a dedicated team of more than a thousand agents and proudly states that 53% of the team comprises young, non-white agents as the company heeds the call for transformation in the property profession.
The Huizemark brand has stood the test of time, enjoys a rich history, and still embraces change as it remains a forerunner in the South African real estate market.
Author: Adrie Barnard
