With one decisive move Rawson Properties' new team at Hermanus has given this franchise a high profile throughout the village – and this has immediately resulted in their attracting large numbers of "walk-up" new clients.

Franchisees Peter Noel and Peter Greyling, who took over the Rawson franchise on 1st September, have secured a lease on the stand alone building that is right in the middle of Hermanus, "as close to the focal point of the village as it is possible to get", to quote Peter Noel. The building, he says, has a charm and character that sets it apart from all others.

The cottage, at 4 Mitchell Street, is an historic fisherman's home and is listed as a heritage property. It is sited right in the centre of Hermanus's municipal car park and close to several very busy retail outlets including Pick 'n Pay, Woolworths and Ackermans. The area hums 12 hours a day.

According to Greyling, the initial reaction to Rawson’s lease from many was one of dismay as the premises, said to be over 100 years old, were dark, dingy and in need of repair. In a remarkably short time, however, the Rawson team carried out a thorough façade and shutters treatment (the latter are now coloured yellow to match the Rawson corporate colours), washed down the thatched roof, carpeted and tiled the floors, installed new furniture and several computers - and erected bold Rawson signage. "Everyone," said Noel recently, "has been impressed."

The new franchisees between them have some 40 years' property experience.

Noel, who was Rawsons' franchisee in Brackenfell for more than five years and a frequent award winner, has been in property 32 years in all. Greyling, who has a BSc in electrical engineering and a MBA, has experience that includes owning the Rawson Plattekloof franchise and heading up the Rawson training division (an activity described by Group Chairman Bill Rawson as "vital to our success", probably the most important thing we do at head office. We train more comprehensively and more regularly than any other agency.").

The Hermanus franchise covers some 20 kilometres of the most sought-after coastline in South Africa - from Fisherhaven to Voëlklip. The territory, said Greyling, has in the last five years seen development on an unprecedented scale.

"Drive in from the southern end and you will see new projects proliferating from 20 kilometres beyond the village borders. No holiday area in South Africa has bourgeoned as fast as this one." Development, he said, has been going ahead in Hermanus, Onrus, Vermont, Hawston, Sandbaai and the Hemel and Aarde Estate, amongst others - and there are, he said, as yet no signs of it tailing off.

“The announcement recently by the Executive Mayor of Hermanus, Mr Theo Beyleveldt, that the redevelopment of the old Station site will go ahead, is seen as confirmation of the generally positive atmosphere in Hermanus. On this site which is bounded by College, Royal, Lord Roberts and Mitchell streets, a short distance from the Rawson office, a R150 million redevelopment will include a 'new generation' Checkers shop along with Mr Price, Identity, Foschini, Truworths and @home stores, as well as a block of 28 flats.”

The ongoing development, said Noel, is good news for prospective buyers because, although property prices in Hermanus have doubled in just over three years and although Rawson Properties already have homes listed on their books valued in excess R10 million, they can in the area still give buyers plots for under R500,000 (R330,000 to be precise) and homes for less than R1 million.

The new franchisees have said that their target is to capture 10% of the market by the end of 2008. With over 250 agents now operating in this territory that could seem an ambitious figure, but Noel and Greyling say that they have a great deal working for them.

"The Rawson branding of recent years has been extremely effective," said Greyling. "Whereas five years ago we were a Western Cape company with 50 franchises, today we are national group with close on a 150 - and people are aware of this. "Secondly, the Rawson training of both agents and franchisees ensures that we can add value to the real estate service we provide. Our clients get the full professional back-up: comparative market analyses (essential to correct pricing), investment and rental surveys, a national referral network and national advertising, websites and ongoing agent training. Furthermore, we will be creating an innovative new vehicle to communicate with potential buyers which we are confident will boost all property in Hermanus." (Asked to give details of this, he said that these must for the time being remain confidential.)

The new Rawson franchisees commented, however, that the tendency to over price and over estimate values, which has been rife throughout South Africa in the last 24 months, is particularly evident in their territory.  "We are, " said Noel, "looking for serious sellers, not those taking a stab at the market with an inflated price - and because we offer a comprehensive service we are extremely wary about negotiating commission cuts as so many agents are prepared to do. The back-up we provide costs a great deal, but we have a proven track record - and we expect this to be recognised by sellers."

The new franchise is now recruiting agents with the goal of employing a full team by the end of October. The response to advertisements for these, said Noel, has been excellent, "a further proof of the effectiveness of the Rawson branding".
For further information contact Peter Noel and Peter Greyling on 028 313 1870 or email hermanus@rawsonproperties.com.