Like many of the major real estate marketing companies throughout South Africa, Rawson Properties is now looking back on a quarter in which their combined sales and letting figures were well up, in their case 25,7% up on those of the same period last year.

"The two messages coming through to us," says Tony Clarke, Rawson Properties MD, "are that although sales have this year slowed down, values continue to rise annually in double digit figures - and the bigger agencies, to many people's surprise, are steadily increasing their share of the market."

Rawson Properties franchises established over the last 18 months in Gauteng had, says Clarke, done especially well and had contributed significantly to the turnover upswing.

"Up north there was, we now realise, a real gap in the market and a desire for new blood which we were able to provide," says Clarke.

“There was a clear shift among clients towards the bigger, well branded agencies. This, I believe, has come about in response to the plethora of property legislation issued in recent years and in reaction to the National Credit Act.”

Combined, these, he says, have created the perception in the public's mind that it is wise to deal with well-established companies that train their staff to understand such matters.

"That perception," says Clarke, "is valid because if your agent is not conversant with these matter it could cost you a great deal in money and in time."

Concerned about the stricter qualifications that are soon to be required of agents, they, too, says Clarke, are now transferring to the bigger groups in order to get the training in legal, financial and marketing matters which will be essential to qualify as an agent

Rawson Properties and other major property marketing groups, says Clarke, have for some time now seen it as their duty - and in their interest – to carry on an ongoing educational effort, coaching the public in property matters. This is done be means of their websites, corporate advertising, newsletters, workshops and press releases and it is, says Clarke, having an effect.

"I think we now have a far better educated property public than we had five years ago," he says.

Rawson franchisees, he adds, are trained always to be available to advise the public on property matters, even when they are not involved in the possible transaction. This, he says, builds goodwill and helps eradicate the many misconceptions still encountered regularly in the public's understanding of property legislation.