Arun Estates says his group’s four main operating companies are to become ‘premium brands’ through a mixture of marketing and PropTech innovation.
Group managing director David Lench, speaking at his company’s annual gala awards night, was referring to Douglas Allen in East London and Essex, Ward & Partners in Kent, Cubitt & West in Surrey, Sussex and Hampshire and Pittis on the Isle of Wight.
In total they have around 120 offices.
“We have looked at a number of online propositions but we can’t see how we can make money out of any of them” Lench told his audience.
At the same time he said “the traditional model also looks fragile as agents continue to reduce the commission rate they charge. We don’t want to be part of that either.”
Arun’s solution, he continued, will be to increasingly differentiate itself by delivering a premium offering in the shape of a raft of enhanced services.
These will include advanced Virtual Reality, which has already been successfully trialled and is due to be rolled out across the whole group next month; 24/7 Live Chat online; the employment of sales progressors in all offices, rather than via a call centre; TV advertising in February; and listing on OnTheMarket subject to its IPO.
Lench also announced that there would soon be a new Arun Estates brand launching in south east London.