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An artistic impression of Trident apartments in Riverside, Nairobi. COURTESY PHOTO
By Lynet Igadwah, ligadwah@ke.nationmedia.com
In Summary
- The company is targeting the burgeoning middle-class in Kenya who can afford to buy houses.
Palm Golding Properties specialises in real estate
services in the residential fields, covering sales and letting as well
as property management.
One outstanding feature about the company on how it does its
advertising and marketing is putting faces of its sales agents on
billboards.
Each sales agent has a physical location where they are assigned to operate and handle real estate transactions from.
Since the company whose headquarters are in South
Africa opened its Kenyan franchise in January 2012 it has employed a
total of 14 agents.
According to Faraaz Charania, the Marketing and
Communication Officer at PGP, each agent is assigned a particular area
in Nairobi in order to offer clients personalised service.
“Selling a house is a task that requires client
trust and agent credibility so this is what PGP hopes to achieve by
unveiling its agents publicly,” he says adding that it is a marketing
strategy that placed them way ahead of their competitors.
Never before have we had real estate companies
putting up billboards with their agents’ faces on them. Somehow, when
you can see who you will be dealing with even before you enter the
buildings of the company, you get a sense of familiarity which puts
you, the potential buyer or renter at ease.
Though the company has international acclamation
for serving high-end house buyers, it chose to be flexible when it
entered the Kenyan market.
“We realised that there is a burgeoning
middle-class in Kenya who can afford to buy houses and are being left
out by well-established realtors who are only looking at the top tier of
the society. So PGP made it a responsibility to bridge this gap,” says
Charania.
Awards
Some of the affordable housing projects include the
Olonyori Development in the Syokimau area of Nairobi just after the
Jomo Kenyatta International Airport as one heads out to Mlolongo and
Athi River and other upcoming ones in Langata.
They also sell land in areas like Karen and Runda which range in price from around Sh19 million to Sh35 million and beyond.
For the very high-end clients, PGP does niche
marketing that are affordable but are keen on offering the best
property the market has to offer.
“While negotiating on pricing, we do not compromise
on quality because a house is more than a building. It is a home where
owners will live for a considerable part of their life,” he says.
Outstanding performance by staff within the Pam
Golding Group is acknowledged at the Gold Club Awards held annually in
the locations where they have offices.
This year, the Kenyan team bagged 7 of the 13 category awards
including the coveted Top Selling Franchise of the Year Award at the
awards that were held in South Africa.
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International clients
“I must admit we have very good legal, sales and
administrative departments. Winning the awards therefore was through
collective effort of our team,” says Shaif Sharif, the Rookie Agent of
the Year Award winner.
The awards go to employees who bear the hallmark of
extraordinary dedication, skill and excellence through the entire Real
Estate process.
In Africa, Pam Golding Properties have a presence in Zimbabwe, Swaziland, Namibia, Botswana, Mozambique, Zambia and Kenya.
PG has partnered with Savills, a London-based real
estate giant through whose networks the firm reaches international
clients in Germany, Seychelles, London and Mauritius as well as other
parts of the developing world.
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