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www.the-negotiator.co.uk London eye
Buyers in London’s West End will be purchasing some of the world’s most expensive properties. Karen Keeman asked three diff erent types of agents about their market approach.
CENTRAL LONDON THE FRANCHISE: MARTIN & CO IN ISLINGTON
THE AREA Islington off ers a wealth of beautiful architecture, elegant squares, stylish shopping districts and tree-lined Victorian terraces. It is home to Georgian townhouses and modern apartments alike, interspersed with hip gastro pubs and leafy open spaces.
THE PROPERTIES Mostly Victorian or Georgian two and four-bedroom homes. The most requested homes are those around the Lonsdale, Gibson and Arlington Squares. There are also plenty of new builds around the Canal, which investors are keen on. Although there are family homes available to buy, it is diffi cult to fi nd many to rent because most have been divided up by investors.
THE BUYERS A mix of home buyers and investors. Families are still very keen on Islington and there is a strong artistic vibe. With prices for properties high, the area also attracts many bankers and those working in IT. Adam Clasby has been a director of the Martin & Co Islington branch for the past six years, previous to this he spent 20 years in the music industry. Without any former knowledge of property, or indeed sales, it was an easy decision for Clasby to make to go down the franchise route. “To be honest this whole business was very alien to me in the beginning so I needed the support of an established brand to help me. When I started my research to fi nd the right agency, Martin & Co stood out in terms of what they could off er me as a business owner,” says Clasby. The fact that Clasby owns the business
makes a real diff erence in how he approaches clients and he believes this is something that they pick up on and appreciate. “When I talk to clients, they know that we are not a large faceless corporate organisation which can be a bit off putting,” he says. “We off er the personal touch but I also bring to the table the fact that I have a real vested interest in them, their property and maintaining a good relationship. Especially in the lettings sector, where we currently do most of our business, it is important that my staff and I do a good job for clients because we want to create
16 ● June 2012 ● TheNegotiator
Martin & Co in Islington.
“The way the offi ce is run is my vision - but I have the back up
of the brand.” Adam Clasby Director, Martin & Co., Islington
longevity in our relationship – ultimately that will help my business prosper.” In terms of clients’ understanding what a franchise estate agent is and what diff erences they can bring to the market, Clasby estimates that about 60 per cent know that Martin & Co are a franchise operation. “Although we state that we are a franchise business on our website, it is not something that I actively talk about when attending a valuation but I do stress that I’m the business owner and that clients can always come into the offi ce and talk to me if they need to. Knowing they can speak directly to me is something that
vendors and particularly landlords, who will have an ongoing relationship with their agent, are keen on. It instils in them a sense of confi dence which is vital in a tough market.” But it is not just the fact that clients can
have a good working relationship with their agent, the fact that Martin & Co is part of a large brand is also important in terms of off ering clients that reassurance that they are part of a larger organisation with access to all it can off er. “Having the safety blanket of a large chain reassures them and helps us secure their instruction,” adds Clasby.
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Martin & Co
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