CENTURY 21 UK Franchise Opportunities - Property done properly with the world's largest
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CENTURY 21 UK Franchise Opportunities Property done properly with the world’s largest residential estate agency organisation CENTURY 21®. Local. National. International.
The CENTURY 21 story.
1 The world’s largest residential estate agency organisation.
The CENTURY 21 way.
2 I promise. I deliver. I am accountable.
The CENTURY 21 support system.
3 Training, development, marketing.
The right kind of Franchisee.
4 Can you become part of CENTURY 21 UK?
What can I earn?
5 Income potential and expenditure.
FAQs.
6 Your questions answered.
1
The CENTURY 21 story.
The world’s largest residential estate agency organisation.
The CENTURY 21 story.
The world’s largest residential estate agency organisation.
CENTURY 21 was established by Real Estate brokers Art Bartlett and
Marsh Fisher, in Orange County, California on July 28, 1971.
7,000* offices later, the CENTURY 21 brand is now the world’s largest
residential estate agency organisation, spanning 77 countries and with
approximately 102,000 sales professionals.
CENTURY 21 has seen huge success across the Americas, Australasia,
Europe and Asia.
What does that mean to me? How will I benefit?
• You will be the brand of choice for many • Enhanced training programme
overseas clients
• Dedicated Marketing resource
• You’ll benefit from some unrivalled (including Graphic Designers)
brand exposure
• Unrivalled in-the-field support
• Your properties will be showcased worldwide
• Opportunities to earn additional
through www.century21global.com
income from day one
CENTURY 21 was established in the UK in 2005, and in
For more information about the support you’ll
April 2013 CENTURY 21 UK became part of the Shepherd
receive as a CENTURY 21 franchisee, please
Direct Group. Shepherd Direct is the principal brand
refer to section 3.
given to a number of businesses that serve the property
and mortgage industry. Visit the Shepherd Direct
website to find out more:
www.shepherddirect.co.uk
With this added resource, we are able to significantly
enhance the support we offer to our office network,
ultimately improving the service they are able to offer
to their customers.
2
The CENTURY 21 way.
I promise. I deliver. I am accountable.
The CENTURY 21 way.
I promise. I deliver. I am accountable.
What is CENTURY 21 all about?
It’s as much about people as it is about property.
I promise...
Whether you are renting or buying a property, To be open and honest with
moving home is commonly identified as one of life’s you at all times, and to obtain
most stressful events. the best outcome for you and
your property.
The journey often involves a lot of uncertainty, hope,
urgency and joy, not to mention money I deliver...
and organisation. I am the one who will be
responsible for making sure that
Whilst 95% of property searches now begin online, we do what we say we are
it’s one of the few customer journeys that still requires going to do and to ensure you
human interaction. have complete confidence
in all that I do to achieve your
property goals.
What does the client want?
Feedback, advice, honesty and results.
I am accountable...
CENTURY 21’s ethos has always been to offer a differentiated
You have one point of contact
personalised service, whether it’s in the UK, USA or India!
throughout this process and
Our clients deal with one point of contact throughout their that will be myself. We are in this
entire journey and that person remains accountable throughout together and I am the one who
the entire process. is responsible for ensuring that I
What does that mean to me? not only fulfil your expectations,
I will aim to exceed them.
It’s really important to us that our franchisees recognise the
value of that message, and are prepared to deliver that level
of service to their clients.
This isn’t just about an attractive statement in a brochure; this
is the CENTURY 21 service that is recognised and appreciated
throughout the world.
3
The CENTURY 21 support system.
Training, development, marketing.
The CENTURY 21 UK support system.
Training, development, marketing.
The support we offer.
Everything we do as your Franchisor is about helping you to win more listings,
enhance the service you are able to offer your clients and ultimately, make
your CENTURY 21 business a success.
Setting up your business We make recommendations on everything from the
office layout to your welcome mat, which you can
Exclusive territory see before you buy in our model office at the Training
Once you have chosen your location, we are able to Academy.
provide a protected territory with exclusive marketing
What’s more, we are able to negotiate very competitive
rights. This will be agreed prior to signing the Franchise
national deals with suppliers to bring your setup costs down.
Agreement.
Locating premises and branding Recruitment
We can work alongside you when you are recruiting
We can assist you in your search for a suitable location
Sales Associates. We can help you to conduct
to operate from, based on the local market and
recruitment seminars and interviews, and identify
competitor locations.
Associates with the correct skills required. We will also
provide recruitment advertising templates, logos,
brochures and presentations.
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The CENTURY 21 support system. Training, development, marketing. Initial training Induction You and your Sales Associates will attend our comprehensive induction courses. These are frequently held either at our Training Academy based in Nottingham, London or Glasgow. The induction course is designed to cover everything you need to know to ensure your business benefits and differentiates by adopting ‘The CENTURY 21 way’, including: • Professional standards • Legislation • Sales strategies • Launch planning • Recruitment Launching your business You only get to launch your business once, and creating the right impression in your local market place is absolutely vital. We work very closely with you at this stage, and can help you to organise your introductory marketing campaign, launch event and local press coverage.
The CENTURY 21 support system.
Training, development, marketing.
Marketing support Ongoing support and development
Marketing is absolutely crucial in supporting the growth Our Franchise Development Directors are your key
of your business. With over 95% of property searches support contacts and are there to help you get the
now beginning online, it’s vital that your digital best out of your business. They will organise regular
marketing strategy reflects current trends and triumphs contact meetings to discuss how your business is
over your competitor’s. progressing and can offer direction and advice should
you encounter a problem.
We have negotiated discounts that enable our offices
to list on Rightmove and Zoopla, and have designed a Our Professional Development function is there to
portfolio of banner advertising and content templates identify training and development opportunities
should you wish to make the most of advertising through analysis and consultation with the Franchise
products provided by these platforms. Development Directors and our Franchisees.
We’re continuously improving our own website; You will be invited to additional training seminars
enhancing the customer journey, improving search throughout the year to support your business and
engine visibility and introducing new data capture enhance your revenue potential.
initiatives, all designed to put more customers in
These seminar titles include:
contact with you.
• Winning instructions
We’re quite unique in that we employ a team of
graphic designers within our Marketing Team on a full • Enhancing your fee
time basis who are on hand to create artwork; whether
• Know your market
a standardised proof, which we can prescribe to the
whole network, or something bespoke that only you
will use.
We have created an online portal that acts as your Our Franchise Sales Directors will
marketing toolbox. You are able to download anything
you need from our portfolio, including brand guidelines,
discuss our support structure in
advertising templates and press release templates. detail with you the first time you
You are able to personalise and order stationary online meet, so remember to keep a
through our bespoke ordering platform.
note of all of those questions!4
The right kind of Franchisee.
Can you become part of CENTURY 21 UK?The right kind of Franchisee.
Can you become part of CENTURY 21 UK?
What makes a successful CENTURY 21 Franchisee? We’re looking for
people who have the ability to grow their own business, whether they’re
a seasoned property professional or completely new to estate agency.
When we consider our most successful franchisees, How can we help you get there?
there’s one thing they all have in common; it’s not
experience, location or budget - although all these You don’t need any experience in estate agency
things help - it’s attitude. to become a CENTURY 21 UK agent, it helps, but our
comprehensive induction programme will teach you
This fantastic opportunity is not available to everyone. everything you need to know prior to launch.
In fact, we’re quite specific about who we will However, we need to see the qualities that you possess
allow to trade as CENTURY 21 UK. There are certain to confidently invest in your success.
characteristics we believe a person needs to
successfully run their business the CENTURY 21 UK way:
• A passion for people, property
and exceptional service
• Entrepreneurial flair
• Drive and determination
• Commitment and accountability
• Willing to listen, learn and growThe right kind of Franchisee.
Can you become part of CENTURY 21?
Meet some of our Franchisees…
Roger Claughton, CENTURY 21 Halifax and CENTURY 21 Salford
After looking into franchise options on offer, it was the We have experienced first hand what CENTURY 21 UK’s
reputation of the brand, the exceptional support and connection with the Shepherd Direct Group can mean
its extensive global network of offices around the world for entrepreneurs looking to grow their businesses.
which is one of the key reasons for choosing CENTURY Shepherd Direct have introduced us to an industry
21 UK. leading private rental sector project, which will begin to
introduce close to 1,000 new build properties for rent to
If I were on my own, marketing and managing my
the North West of England early 2015.
business would be very difficult. CENTURY 21 UK’s
support network connects me with high quality CENTURY 21 Salford will be responsible for finding
marketing and training I need to grow my business. tenants for just over 400 of these properties; a great
The support that CENTURY 21 UK provides its franchisees way to kick start our business and build awareness in
is outstanding. the local area. Our connection to the world’s largest
property franchise, CENTURY 21, and backing by a fully
We work in partnership within the CENTURY 21 UK
integrated property services group, Shepherd Direct,
brand, this gives our franchise the best opportunity
gives us the clout to shoot for the more competitive
to demonstrate the ‘one touch approach’ and
deals in this marketplace.
the individual ethos that underpins our unique
business model.The right kind of Franchisee.
Can you become part of CENTURY 21?
Meet some of our Franchisees…
Dan Pennington and Ian Ambrose, CENTURY 21 Liverpool South
We wanted to open a number of branches in There is also the added advantage of the
Merseyside over the coming years and felt this would relationship with Shepherd Direct, which aside from
be too difficult to do as an independent agent. marketing and training resource, will also allow us
to access a large number of rental properties in the
After researching the CENTURY 21 UK proposition
Liverpool area. This will provide a big impact over
and looking into the brand’s worldwide reach, it
a short period of time and will really give us some
was apparent that this global competitor was what
great exposure as we grow in our early years.
we needed to hit the ground running.
The Franchise Development Team have been so
Dan had been very heavily involved in the
supportive and helpful; their knowledge of the
international investment property market over the
industry has been great for us; we’re able to get
last few years so already knew CENTURY 21 UK as a
quick answers and help on a variety of issues.
brand having dealt in the US property market.
The team is very easy to work with and have
Ian’s background is not in estate agency, but in
shown great belief in us. This has given us the
running a number of successful start-up businesses.
confidence to push things forward. We are
Ian commented, “Despite opening a franchise, this
really excited about the CENTURY 21 journey!
very much feels like our business; with the help and
experience of the franchisor we feel we can have
a major impact quickly in the Liverpool area”.The right kind of Franchisee. Can you become part of CENTURY 21? Meet some of our Franchisees… Elena Dimova, CENTURY 21 Sophia Elena Having successfully placed CENTURY 21 on the real estate map of prime central London over the course of the last seven years, I am delighted to announce that we have recently renewed our CENTURY 21 Franchise Agreement for another term. At CENTURY 21 Sophia Elena, we are in a unique position to bring international buyers to the capital of the United Kingdom and deliver an unsurpassed level of personalised and dedicated service to our local and overseas clients. Our brand and global network are second to none. I look forward to the opportunities ahead and taking CENTURY 21 Sophia Elena to the next level.
5
What can I earn?
Income potential and expenditure.What can I earn?
Income potential and expenditure.
Earning potential We have created a bespoke and effective letting
management service, designed to free up your time.
We work with you to build a robust business model This enables you to win new business and nurture
based on the proposed territory, the results of your existing client relationships by removing much of the
guided research, your experience and the network you time-consuming administration work involved in letting
have at your disposal. and property management.
That way we all understand the true value of your On your behalf, the team will handle:
business over a five year period.
• Rent collection and arrears management
Please be assured we need this to be right and
believable for you and us. Therefore there’s no • Landlord payments
‘salesmanship’ here; if we don’t think you have a strong • Landlord statements
chance of success in your chosen market, we will advise
you accordingly and part company. • Tenancy agreements
• Deposit management and returns
Sales
• Tenancy termination and evictions
Based on the knowledge you have of your local
marketplace, competitor analysis and historical sales About the service:
data, we will collectively set your business targets.
• Fully integrated with your
Lettings Property Management System
Lettings will be an integral part of your business and • Helps to mitigate legal liability and complaints
contribute to making your estate agency a great • Access to expert advice (ARLA qualified)
success. We will help you to understand the size of your
opportunity and how you can achieve this without • Removes administrative processes
being overwhelmed with administration. • Delivers a consistent service to all clients
• Reduces staff costsWhat can I earn?
Income potential and expenditure.
Additional Income Opportunities If I were you will answer all of those tough financial
questions, providing “whole of market” impartial
An important part of any estate agency business is advice and recommending the most suitable
the income generated by offering additional services mortgage to your clients. Their advice is free until the
to clients, such as mortgages, lettings and property point of mortgage offer.
surveys.
Our relationship with Shepherd Direct introduces How will this work for you?
valued corporate partnerships that enable our • Consolidates your sales process
office network to earn additional income. We have
established client referral programmes for mortgages, • Reduces your fall through rate
lettings and property surveys. With these relationships • Improves your pipeline conversion
in place from the day you start your business, you are
• Maintains your control over the sale
able to earn additional income from even your very
first sale. • Qualifies your viewers with an
‘Agreement in Principle’
Mortgage Referrals
• Encourages seller confidence
We have an established mortgage referral programme through qualified offers
with if I were you mortgage brokers. They will deliver
great service to your clients, recommended by you. You receive 25% of the mortgage procuration fee for
every mortgage case you refer that completes.
If I were you is the chosen mortgage advice provider
for a number of highly credible introducer partners,
including Comparethemarket.com, Google Mortgages
and Leeds Building Society.What can I earn?
Income potential and expenditure.
Property survey referrals Costs
Direct Valuations is an independent Panel Manager We have learnt over the years the common mistakes
for surveys and valuations and are proud to have people fall into when starting a new business. The
been the first Valuation Panel Management business biggest of those is not understanding your outgoings
in the UK. Over their 20 years of operating, they have and not having enough working capital while you are
been the valuation panel manager for many lenders building and growing your business.
including HSBC, Virgin Money, Barclays, Yorkshire &
These costs are different for every territory and every
Clydesdale Bank and many more.
franchisee, but we know from experience some of
Direct Valuations has a wide range of property the average costs you can expect to pay and we will
valuation and surveying services including Standard support you in creating a meaningful business plan.
Home Valuations, HomeBuyer Reports, Conveyancing This should realistically illustrate the true opportunity at
Reports, Damp and Timber Reports, CCTV Drain your disposal.
Reports, Building Surveys, Specialist Reports and
Structural Engineer Reports.
They will deliver a great service to your clients,
recommended by you. Our Franchise Sales Directors will
How will this work for you? help you to create a meaningful
• You earn a commission per case and realistic business model for
• You keep control over the process
your chosen territory, so you know
• You can sell it before the lender does
the scale of opportunity before
any paperwork is signed or any
• Improves your compliance with CPRs
fees are paid.
• Prevents possible future fall through
• Builds a relationship for future assistance
You receive £75 for each HomeBuyer Report you refer,
you receive £100 for each Building Survey you refer.6
FAQs.
Your questions answered.FAQs.
Your questions answered.
Every franchise system is slightly different and you probably have a lot of
questions about CENTURY 21 UK and the support we offer.
We’ve answered some of the most commonly asked questions in this section.
We also recommend that you arrange a Mutual Discovery Meeting with a
Franchise Sales Director; this is a great chance to meet some key members of
the Support Team, see our Training Academy and Model Offices and ask us
about anything you are unsure of.
Do I need to operate from shop Where will my properties be advertised?
front premises? Your listings on the CENTURY 21 UK website will promote
Yes, our agents must operate from shop front premises. your properties in various ways, including:
You may also operate from shared premises or integrate • The leading property portals, subject to membership
into an existing business in the right location.
• www.century21global.com, the international
Can I employ people to work for me? property portal
Yes, as a Franchisee you can employ staff or choose to • Social media channels
engage Associates on a self-employed basis. The software we provide will help you to create
We can work alongside you when you are recruiting property lists and mailers.
Sales Associates. For more information, please refer to
section 3 - the CENTURY 21 Support System.
Do I get my own website?
You will be provided with your own home page on our
website, www.century21uk.com; where you are able
to customise and publish your available properties. This
way you have your own presence whilst benefitting
from the centralised activities of our Marketing team,
such as search engine optimisation and paid-for
advertising online.FAQs.
Your questions answered.
Do I have to charge a set What does the training course involve?
commission rate? The initial induction training is for all new Franchisees and
No, you have the ability at a local level to set the rates that Associates, we will teach you everything you need to
you will charge clients for selling and letting their properties know to operate a successful sales and lettings agency.
and any associated fees. Everything from creating a professional sales process,
strategic marketing, understanding legislation, software
Do I need any types of insurance and client communication and documentation.
or memberships? Ongoing training will be provided at our seminars and
refresher training will take place to keep you abreast of
All estate agents in the UK must belong to a consumer any changes in legislation or best operating practices.
redress scheme; you will have to become a member as
a requirement of our Franchise Agreement. You will also Where does training take place?
require Professional Indemnity (PI) cover. All estate agents
in the UK must also be registered with the HMRC for money The induction training will take place either at our Training
laundering purposes. We can advise on current fees for Academy in Nottingham, London or Glasgow.
each of these requirements and assist with the process.
What happens if I need help?
Is it compulsory that I have to do sales Launching a new business can be daunting and it is our
and lettings? aim to support you as you launch your new business as a
CENTURY 21 UK Franchisee. As well as visiting your office
We recommend that all our Franchisees offer sales and regularly, you will also have a dedicated point of contact
lettings to their clients. This best serves your profile and helps for any queries that you have in your day-to-day business.
develop market share, together with giving you broad In addition you will have access to regular seminars where
revenue streams. you can meet your colleagues and share your business
experiences. CENTURY 21 UK will also provide you with
training for all office staff and Sales Associates.FAQs.
Your questions answered.
What help will I receive to manage the Do I have to arrange my own sale
lettings part of the business? boards and property brochures?
Our bespoke lettings management service removes We have created standardised templates for all of
much of the time-consuming administration work your marketing materials, including your boards and
involved in property management. We provide brochures.
services from rent collection, chasing arrears through to
We have negotiated a discounted rate with a national
ad hoc and planned maintenance.
board supplier, as well as other providers who can
We will also ensure that your agreements are compliant produce your promotional collateral. You will be
with current legislation. This helps minimise your risk to responsible for ordering and paying for the items.
the stringent regulations associated with lettings.
What options do I have at the end of the
If you have any other questions,
franchise term?
please do not hesitate to contact
At the end of the initial term, you can renew your
agreement with CENTURY 21 UK as part of the world’s
your Franchise Sales Director.
largest residential estate agency organisation and
carry on operating your sales and lettings business.
Will I be allocated a territory?
Yes, you will be allocated a protected territory around
your operating location. This will be agreed prior to
signing the Franchise Agreement.What happens next?
We hope this prospectus has provided a succinct overview of the
benefits of becoming a CENTURY 21 franchisee. If you are interested
in progressing your application, please get in touch with us and
we will arrange a suitable time for you to discuss your plans with a
Franchise Sales Director.
If you would like more information, why not visit our Franchise
Opportunities micro site: century21uk.com/franchise
0115 902 1002
opportunities@century21uk.com
www.century21uk.com/franchise
Copyright CENTURY 21 UK 2014.
Each CENTURY 21 UK office is independently owned and operated.
Head Office: CENTURY 21 UK, 3-4 Regan Way, Chetwynd Business Park, Chilwell, Nottingham, NG9 6RZ.
CENTURY 21 UK is the trading name of Maurice MacNeill Iona Limited. Registered in Scotland, No. SC284167. Venlaw
House, 349 Bath Street, Glasgow, Scotland, G2 4AA. VAT No. 866 0678 88
*All statistics true at time of print.
CENTURY 21®. Local. National. International.You can also read
