I get asked often how I built my company, especially in this tough industry.
There are some things you need to get right from the beginning, such as developing a strong corporate identity and ensuring you meet all regulatory requirements, like registering the company. Don’t give your naysayers anything to talk about. And yes, there will be the detractors – “You will not last. Real estate isn’t for black people.” When you become successful, others will be unhappy, but there will be those who will be happy for you. Keep them close.
I also had to deal with the perception that, as the new kid on the block, predominantly white sellers may not think I could sell their house. But I had a plan. Build good relationships – with white folk. So I joined local property organisations that listed unsold stock. And guess what? To my surprise, I sold the stock that no one else could sell. Sellers were very happy and referred me to their friends. Sales are the best reference for your business, but it isn’t always the case. Others, I hate to say this, like my people, will expect 110% from you, simply because of the colour of your skin. But I keep working at it.
On a practical level, I did not employ any agents in my first year because I wanted the brand to be associated with me. I needed all my time to build the brand and didn’t want any team distractions. I also keep overheads to a minimum. I worked from home. Armed with a computer and fax machine, I learnt how to handle my administration. The result: My first year was my most successful. It wasn’t perfect, but I learnt from my mistakes and polished what I had mastered.
Another thing that went a long way toward building my brand was going the extra mile on every deal. And … my business grew through referrals. Xoliswa Tini Properties became a household name and grew from strength to strength.
I gifted clients on registration and gave small introduction parties for new people. I was involved in charity work, donating money to child-headed homes. The business community recognised me, and the awards began to roll in.
My first employee, whom I employed in my second year, worked for six years. Now she works for a big real estate brand. Thereafter, I began employing more agents whom I trained and, importantly, helped to build their confidence.
Of course, this is not everything – there is a lot more history – but let’s leave it here for now.
Last but certainly not least, I thank God for many things, but particularly for the wisdom he bestowed on me. Without Him, I would be nowhere.
