Property, Promos, Profits, Pyjamas and Pantoffels
Category General News
HEAR "pyjamas" and "pantoffels" mentioned in the same breath as the Gillitts-based Upper Highway branch of the Dormehl Phalane Group (DPG), and you might get the impression this branch, one of 66 that comprise the fast-growing real estate company, is half asleep.
No, no, no. Quite the contrary! The reference to PJs and comfy slippers simply relates to one of many fun marketing projects organised by this branch to promote property and propel profits. (More about these marketing successes later).
The property practitioners operating from the branch's two offices - at Gillitts Centre in Clifton Road and in Link Road, Waterfall - are not only wide awake but on the hop and reaping rewards, thank you very much.
The company's chief executive officer, Owen Dormehl, who is also the Upper Highway branch principal, beams when he announces his team's business is booming, having experienced its best few weeks since the dreaded Covid-19 first raised its ugly head.
"Yes, May 2022 has been our best reported sales month since we came back after lockdown," confirms Jean Liversedge, Scottish-born manager of the branch that serves an area starting at the top of Fields Hill, entering Kloof, and extending as far as Hammarsdale and Cato Ridge.
"Our team of dedicated agents can be proud of signing mandates at the correct marketing price, getting the buyers through quickly and making the sales in record time. Also, to pre-qualify our buyers through Ooba with Karen Reeders, has been of utmost importance."
The branch did well at the 13th annual DPG Awards held in Pretoria in April. Some of its accolades were being named fourth best franchise of the year; Top Supporting Office to Goldman Schultz Attorneys; Top Supporting Office: Ooba Bond Grants in KwaZulu-Natal; and, a bright cherry on top, scooping the Referral Award for the sixth consecutive year.
"The Referral Award is most special as I believe referrals are the backbone of our business," says a proud Jean, adding that "team work is dream work, and I daily encourage all agents to always be aware of referrals".
She speaks highly of her colleagues: "We truly are like a family - growing together in fun and laughter... and what honestly impresses me the most about our qualified agents is that they are always encouraging our new interns."
Jean says regular marketing promotions are a branch priority. Running throughout June, the Pyjamas and Pantoffels campaign sees the DPG Upper Highway team encouraging the public to post a photo of themselves in jammies and slippers on the DPG Facebook page, and also to like and share the page. By doing this and spreading the DPG brand, people stand a chance of winning a hamper of various branded goodies.
The campaign was the idea of DPG Upper Highway agent Carlene Smith, who won the Goldman Schultz Top Supporting Agent award this year. She has a big hand in branch marketing.
"I came up with the idea to get more exposure on our Facebook page and attract more followers. A Slippers and Sleepwear idea evolved into PJs and Pantoffels," explains Carlene.
Taylar Callaway, who hosts the branch's Facebook marketing, was previously an estate agent with DPG, so understands the business very well. She makes four posts a day on the Dormehl Phalane Property Group Upper Highway Facebook page - posts relating to competitions, properties, new mandates, show houses, buyer tips or seller tips.
Jean says the branch's Pick-a-Box marketing promo was another fun gem of an idea from Carlene and the team. It had branch agents visiting malls and setting up individual boxes that spelt the company name. People were invited to chat to agents and have the chance of getting DPG-branded boxes containing various prizes.
Ask Carlene about the bright sparks behind the branch promos and she is quick to acknowledge a great team that she helped establish after an experience in a local mall.
"I saw a competitor in a shopping centre. They were very clinical, well-dressed, austere, with their flyers, property stands and pens. I looked at this and thought, 'Would I chat to that fellow and be comfortable? Is he approachable?" Nope! I would not. I watched for a while to see people's reactions, and did not see many conversations happening.
"On the way home I started thinking about how we, as DPG, could make a difference. We had to invite conversation and interaction, be bright and fun. Then the Pick-a-Box idea came to mind.
"I ran all my ideas by Jean and she said I could run with them. I then chose four agents at the office that I recognised had the same passion and drive as myself, and we formed our Marketing Blueprint Team."
That team consists of agents Carlene, Adrian Baker, Lisa Linington and Roy Friday, and attorney Samantha van Rooyen of Daly Morris Fuller.
"All ideas are looked at and we implement each to the best of our ability. The team is awesome!"
For the Pick-a-Box project each agent made a marketing pack of their own, and when they interacted with a person the agent presented his or her pack and kept the client. "This is fair because if you put the effort in, you get the reward," explains Carlene.
The mall event reaped rich rewards, Carlene points out: "We got two sole mandates, two valuations and a referral to do a promotion at the eThekwini Junior and Primary School Headmasters' Conference in the Drakensberg."
Since the KZN July riots of 2021, the branch has also regularly organised drives for blood donations. Additionally, for the past two years or so, it has arranged collection drop-off points for the public to donate various goods to the Robin Hood Foundation which then distributes them to the needy.
Jean says people have even driven to DPG's Johannesburg head office to drop off goods for the Durban Robin Hood Foundation after seeing the DPG Upper Highway branch come up on Google.
"The blood drives involve us setting up our offices as a donation station and we normally get an attorney to sponsor eats for all the willing donors. We also arrange for a lucky-draw prize for all who donated on the day," she says.
"We started this last August and had our fifth drive on June 4. Each person donating saves three lives. On average, we have had 19 donors on a Saturday at each of the blood drives."
Other successful branch promotions include regular DPG Upper Highway info booths at pop-up markets (hosted by Carlene on Sundays) and a novel approach to promotion is being planned for an outdoor event in Bothas Hill soon. Keep watching the branch's Facebook page for updates on that.
Carlene cannot emphasise enough the importance of promoting the DPG brand. "We need to be 'top of mind' when clients think of selling, buying or renting property. We need to show our 'passion', as our company motto indicates".
Liezel Shultz of Goldman Shultz Attorneys, a conveyancing attorney who has worked closely with the branch for five years, gives the team a big thumbs-up: "Property practitioners at the Upper Highway branch are true real estate specialists and I have come to value our close working relationship. We share the common goal of transferring properties from happy sellers to happy buyers.
"We have collaborated on various joint marketing ventures - for example, fridge calendars that are distributed by the branch to customers. Goldman Schultz Attorneys has also sponsored snacks and supported several Blood Drives, as well as supported a drive to create awareness about the importance of having a will.
"This is an awesome team to work with and Jean goes the extra mile to ensure the needs of customers and agents are met. I have found the team's energy team contagious," adds Liezel.
Samantha van Rooyen of Daly Morris Fuller (DMF) concurs. She has been involved with DPG Upper Highway as a conveyancer, and providing training to the office, for seven years.
"As a group working together, the people at Upper Highway support each other completely", she says. "DMF assist with providing prizes, attending events, assisting with goodie bags and helping with new and exciting marketing ideas."
Samantha loves being involved with such DPG projects: "Personally, it strengthens my relationships with the branch and encourages us all to step outside of our comfort zones to network in situations in which we wouldn't normally find ourselves".
The DPG Upper Highway branch is now planning a marketing campaign each month, says Carlene.
"Our very motivated, enthusiastic team is always coming up with ideas - and we are excited about a really huge campaign in the pipeline. So watch this space!"
Author: Billy Suter
