52
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BUSINESS AWARD WINNERS PROFILE
www.opp.org.uk
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JULY 2009
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Y
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INDUSTR
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BEST PA RTNERTSHIP PROGRAMME
AMERICAS
PEOPLE
Worldly wise
TION
In a category covering Central & South America, real estate consultancy Crest Group triumphed over agents and
developers because of its understanding of international agents and buyers
DESTINA
B
y the time Crest Group 50 agents signed up for our first One of the cornerstones in our strategy is that we don’t deal
International had entered the development and over 300 properties directly with the public; we don’t do any direct sales ourselves.
Brazilian real estate market in were sold through our network.”
2006, to launch its Americas A key element of the strategy, that answering their questions, keeping of 1 or 2%. Full commission is paid to
Partnership Programme, it had already Property Logic was also commended them informed, supporting and the agent within 7 working days after
been working successfully with for, was no direct sales; as Waudby motivating them to sell the product, our reception of the funds of the sale
developers since 1991 to help them explains: “One of the cornerstones we can do this. Being based in Spain, (contract stage).
build their agent networks. In fact, one in our strategy is that we don’t deal support can be given when needed With independent due diligence
BUSINESS
of these was Property Logic - the directly with the public; we don’t and questions are answered directly. reports from leading international law
developer building Oasis at Saidia in do any direct sales ourselves. All our We create a white branded website firms provided to marketing partners
Morocco - who won the Best marketing material is completely white for every project where sales teams when they sign up, agents are given
Developer Partnership Programme branded so that the agent knows can easily check online up to date as much reassurance as possible early
2008 award. and feels reassured that we are not availability and prices and download in the sales process. “All contracts are
Having consulted them on how to competing for the same client. If a all marketing materials we provide prepared by top Brazilian law firms, we
sell through a network of marketing client somehow would manage to such as e-brochures, pictures and floor only offer licensed projects, and we
partners, it launched in Brazil by contact us, we would refer him to the plans.” were the first company in Brazil ever
OPER
marketing a project called Porto agent. Another fundamental point is to offer a Work Conclusion Insurance,”
VEL
Dos Corais through a network of that we give a very comprehensive Commissions he boasts.
international agencies. and quick support service to agents so Crest offers a generous commission
DE
“One of the challenges was the that they can offer their clients the best structure based on performance, with Marketing support
fact that we were one of the first service possible and always get help agents incentivised to be as involved Everything is white labelled to allow
companies to properly market a when they need it.” in the sales process as far as possible. agents to personalise the service
development in Brazil to the UK and In addition to building the network, “Commissions start at 7% with a 1% and keep the client, from web sites
Irish market,” says Ian Waudby, owner it also formed a number of joint bonus if there is no need to engage to e-brochures – which provide
of FMS Consultants which, with Crest ventures with developers in Brazil to sales personnel on site,” adds Waudby. information updates on the local
Homes Architecture, makes up the complement the product offering – “When agents make multiple sales tourist market and economy. “We
TING
Crest Group. “In being one of the first, including Touros Village Beach Resort, in a short period of time, we always make our project websites as clear
we felt the need to prepare simple Pipa Hills, and Jacumã Beach and Golf reward them with a bonus commission and simple as possible and only focus
ARKE
and thorough information about Village. “By doing so we are able to
M
why Brazil-Natal is worth promoting. offer our agents a unique service,” says Any progress in the buying process of the agent’s client is
Looking back now, we are pleased Waudby. “Where a developer based immediately communicated to the agent, taking the hassle
to see that we succeeded to get in Brazil cannot simply dedicate their away from them and leaving them with more time to focus on
people enthusiastic as approximately time to assisting agents in Europe, what is really important, to sell and maximize their profit.
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