Meet Shaun Periera, Principal of Century 21 Pereira Group from Harrington Park NSW, who after operating his independent agency for six years joined the internationally recognised brand in March 2020. We spoke with Shaun about his experiences over his first year with C21 and how it compared to his time as an independent business.
What has been the key difference between being an independent operator to that of a franchise?
Being part of a franchise has enabled me to focus on what I do best which is listing and selling. When operating an independent agency, there is no support, so you are somewhat left to your own vices. This leads to a lot of trial and error as opposed to following the tried and tested blueprint that you get with a franchise like Century 21.
Furthermore, you are part of a bigger collective meaning that your clients know that you have the backing of a support network which translates to more exposure for their property, and a better experience for them.
How has being part of a franchise enabled your business to grow?
There are so many aspects to running an independent agency that need to be performed in addition to prospecting and selling. Just being able to focus on our core strengths and not having to spend so much time on things like designing marketing templates or creating staff training has been extremely beneficial.
Clients expect results. An agent who is focused on the task at hand, such as negotiating the best possible sale price and terms for their client as opposed to having to shift focus and deal with administrative tasks, will always deliver above and beyond for their clients. You're able to provide this focus due to the Franchisee providing the marketing, tech, and training support.
In addition, we are connected to a network of C21 offices that allows for the sharing of ideas, IP, and brand building which as an independent we did not have access to. Success leaves clues and working together with other successful franchisees has been a refreshing experience.
Is there power in a brand that you can leverage to win listings?
The brand recognition has been fantastic. People know who we are and that translates to a greater likelihood to be invited to pitch for a listing. The difference from my days as an independent is remarkable.
The marketing of the brand is on point; sharp and immediately recognisable. Being a global real estate brand means the first step of trying to get clients to understand 'who we are' is already done. The next step of 'who you are and what you can offer' now becomes the focus and that is up to the individual agent to deliver. This too is made easier through the vast amount of collateral provided by the C21 via their online marketing resources and ongoing advertising and promotion that gets the brand in front of potential clients.
What about technology…is that better under a franchise?
It is not just the technology itself but the use of the tech to prospect, manage contacts, and see how my business is performing. Being independent meant that I had to find a CRM and allocate time for my team to learn to use it and myself to understand how it can help run my business.
Since moving to Century 21, we have had access to their proprietary business platform, eSales, which is a fantastic tool for my agents to manage their contacts and listings, and me as the Principal to get a continuous snapshot of my business, how my team is tracking, and which clients should have our attention.
Being able to access relevant training as well as a dedicated service manager has further assisted with my team embracing the technology and putting it to use.
How important to you is support?
Support is extremely important! This would have to be one of the main reasons I initially considered a franchise, and why I joined the C21. Having access to marketing, training, and technology support means my team can focus on helping our clients buy, sell and rent property.
I wouldn't expect many Principals are able to say that the owner of their franchise brand, Charles Tarbey in my case, takes the time to call and 'check in' on how things are going. The family approach to this brand is very appealing and the genuine care and concern for their franchisees is humbling.
Commenting on the success of Shaun Periera and his team, CEO of Century 21, James Bell, said "it has been fantastic to see Century 21 Pereira Group thrive since joining our network last year, particularly because they have embraced the tools and resources that have been made available to them".
"At C21, we recognise the importance of having a developed support network at the heart of our internal operations. When you join the Century 21 family, we'll provide everything you need to help you manage and grow your business" continued Mr Bell.
Are you looking to own your own real estate business whilst being backed by the support of a globally recognised brand? Click here to find out more or contact us on 1300 24 21 21 for a confidential discussion today.
