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Raphaël Declercq David Hirsch. Marine Serres Antoine Schricke. 1. Century 21 Real Estate Corporation is the franchiser of the world's largest real estate brokerage system . Vous allez changer d’avis sur les agents immobiliers. 2.

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Raphaël Declercq

David Hirsch

Marine Serres

Antoine Schricke

1


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Century 21 Real Estate Corporation is the franchiser of the world's largest real estate brokerage system.

Vous allez changer d’avis

sur les agents immobiliers.

2


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“Fifteen years ago, Century 21 France set out to build the best real estate brand in France” Frank Cluck 2002.

Vous allez changer d’avis

sur les agents immobiliers.

3


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Summary

  • Century 21: how an American firm

  • flourishes in France.

  • _ establishment and activity

  • _ market and competition

Vous allez changer d’avis

sur les agents immobiliers.

4


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Summary

2. Why is it so good to work in France ?

_A successful launch

_Communication : the key to notoriety

_A long term training policy

_the efficiency of Century 21’s network

Vous allez changer d’avis

sur les agents immobiliers.

5


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1.

How an American firm flourishes in France

Vous allez changer d’avis

sur les agents immobiliers.

6


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Why is it so good to work in France ?

1.1

Establishment and activity

Vous allez changer d’avis

sur les agents immobiliers.

7


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. A turn over that doesn’t exceed 110 K

Activity

The profession

. 19 000 real estate agents

. 3,5 persons structures

. A great number of micro-firms with little resources allocated to investment,development, hiring,communication, and formation


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Activity

Franchise strategy :following the American real estate example

. Real estate agencies franchised : 18%

. Corresponding market shares : 44%


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Activity

Franchise strategy

. A business relationship

. A development strategy

. A marketing strategy


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… a great economic success

Activity

Franchise in France

. 627 brands - 30 billion € (123 brands realize 24,7 billion €)

. France : European leader of Franchise


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. Volume of sales : 3,64 billion

Activity : the key figures

. Number of agencies 730

. Number of transactions: 35 900

. Market share of the Century 21 network with respect to the transactions : 6%

. Market share of professionals 13,3%


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How an American firm flourishes in France.

1.2

Market and competition

Vous allez changer d’avis

sur les agents immobiliers.

13


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The market

The customer of a real estate agency

. Claims the right for a service : rent, buy, manage, sell

. Increasingly demanding as regards security, transparency and consideration


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The market

What the customer is waiting for :

Source : ALGOE survey

. A clear service offer

. A psychological support

. A complete service


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Co property

460 à 610 millions d'

Transaction

1,3 milliards d'

Rent management

1,6 à 1,9 milliards d'

Renting

460 à 610 millions d'

The market

The real estate service market : 6,5 milliards


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Transaction

40%

Co property

95%

Renting

40 à 50%

Rent Management

30 à 40%

The market

Market shares of the real estate professionals


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56,40

53,80

53,60

50,70

1984

1990

1994

2000

The market

Evolution of the market (%)

More and more owners

Pourcentage de ménages propriétaires de leur résidence principale (Source : INSEE)


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69%

47%

35%

30%

27%

19%

9%

0

10

20

60

30

40

50

70

Century 21 and its competitors

The brand’s fame

Source IFOP novembre 2001


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… but mainly individuals who represent 50% of the market shares

Other competitors

. Notaries

Bank and Insurance companies

.Holdings

. List sellers

FROM

INDIVIDUALS

TO

INDIVIDUALS


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1987 : M. Trollé and M. Cluck import Century 21 from the US

1993 :320 agencies on the territory

2003 : 730 agencies with an objective of 80 new offices every year

The historic of Century 21’s settlement in France


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2.

Why is it so good to work in France?

Vous allez changer d’avis

sur les agents immobiliers.

22


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How an American firm flourishes in France.

2.1

A successful launch

Vous allez changer d’avis

sur les agents immobiliers.

23


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A successful launch

. An appropriate market

. Some visionary men


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A successful launch

. An appropriate market


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A successful launch : An appropriate market

  • A real need for advice and security

    • Consumers wanted to be sure to not buy a lemon (high risk)

    • Consumers wanted to deal with friendly salespeople when spending hundred thousands Francs buying a house


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A successful launch : An appropriate market

2. No serious competitive network on the French market in 1985

3. A strategy that had already been successfully implemented on theAmerican Guinea Pig


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. Some visionary men

A successful launch : Some visionary men


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This strategy has not really been theoretically thought before being implemented.

It has been feltby some men who knew the French market very well and had clearly identified these needs.

MM.Troullé, Cluck and Bléry.

A successful launch : Some visionary men


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These real estate agents wanted to create a new structure in France but had not thought about Century21.

Traveling in America, these creators saw the success of Century 21 and decided to buy the master franchise.

A successful launch : Some visionary men


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They created an independent firm they still own today

They have remained at the top of the independent firm Century 21 SA France.

(Cluck: Chairman, Bléry: Executive Director)

They still embody the spirit that have made a model out of Century 21 France.

A successful launch : Some visionary men


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How an American firm flourishes in France.

2.2

Communication : a key to notoriety and credibility

Vous allez changer d’avis

sur les agents immobiliers.

32


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Communication : a key to notoriety and credibility

Develop the brand notoriety

. A three level communication strategy

. The National Advertisement Fund . Communication action

A standardized knowhow.

A permanent support.


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Communication : a key to notoriety and credibility

For an overall communication budget of 13000 K

A 3 level communication strategy

. National : FNP (national advertisement fund)

. Regional : GOAL

. Local : the agencies


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Communication : a key to notoriety and credibility

Develop the notoriety of the brand.

. A three level communication strategy

. The National Advertisement Fund. Communication action

A standardized knowhow.

A permanent support.


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Communication : a key to notoriety and credibility

The National Advertisement Fund

. Partnership spirit

. Continuity

. A Knowhow trust

. Transparency


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Communication : a key to notoriety and credibility

Develop the brand notoriety

. A three level communication strategy

. Le Fond National de Publicité. Communication action

A standardized knowhow.

A permanent support.


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Communication : a key to notoriety and credibility

Communication actions

. 4 national tactical and thematical actions implemented every year


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Communication : a key to notoriety and credibility

Communication actions

. 4 national tactical and thematical actions implemented every year

. A partnership with the UNICEF


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Communication : a key to notoriety and credibility

Communication actions

. 4 national tactical and thematical actions implemented every year

. A partnership with UNICEF

. TV ads


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Communication : a key to notoriety and credibility


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Communication : a key to notoriety and credibility

Communication actions

. 4 national tactical and thematical actions implemented every year

. A partnership with the UNICEF

. TV ads

. A strong identifying


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Vous allez changer d’avis

sur les agents immobiliers.

43


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Communication : a key to notoriety and credibility

Communication actions

. 4 national tactical and thematical actions implemented every year

. A partnership with the UNICEF

. TV ads

. A strong identifying

. Marketing tools :

newspapers, leaflets, mailing, brochures…


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Communication : a key to notoriety and credibility


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Communication : a key to notoriety and credibility

Communication actions

. 4 national tactical and thematical actions implemented every year

. A partnership with the UNICEF

. TV ads

. A strong identifying

. Marketing tools :

newspapers, leaflets, mailing, brochures…

. The website : www.century21france.fr


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Communication : a key to notoriety and credibility


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How an American firm flourishes in France.

2.3

A specific franchise strategy

Vous allez changer d’avis

sur les agents immobiliers.

48


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Century 21 franchise strategy

. Developing the notoriety of the brand

. Formalised know-how

. A permanent support

. 3 support actions

. Agreed partners and suppliers


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69%

37%

47%

22%

35%

15%

30%

13%

Global assisted notoriety

27%

9%

Spontaneousnotoriety

19%

8%

9%

6%

0

10

20

60

30

40

50

70

Century 21 franchise strategy

Developing the notoriety of the brand

The notoriety of the brand at the national scale

Source IFOP november 2001


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34

32

Sell

Buy

7

7

6

4

4

3

Century 21 franchise strategy

Developing the notoriety of the brand

Century 21: French favorite agency

Source IFOP november 2001

Population not informed

(not knowing any real estate agency) in %


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None

Foncia

Laforêt immobilier

ORPI agences N°1

43 %

Era

Avis immobilier

FNAIM

Century 21 franchise strategy

Developing the notoriety of the brand

Which network has the best trained collaborators ?

Source IFOP november 2001


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Century 21 franchise strategy

Formalised know-how

Management of the firm

  • Control of quality :

  • Mysterious Client

  • Barometer of satisfaction

  • Surveys of satisfaction

  • Audit of the agencies


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Century 21 franchise strategy

Formalised know-how

Management of the people

. Recruitment : the carrier days


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Century 21 franchise strategy

Formalised know-how

Management of the people

. Training and support

Real Estate agent

Creator - rescuer

Collaborators of the agency


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Century 21 franchise strategy

Formalised know-how

Management of the people

. Acknowledgement

- National Challenge

- Top GOAL

- Ranking convention

- Top 10 agencies

- Top 21 consultants

- Centurion Trophy

- Club 21


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Century 21 franchise strategy

Formalised know-how

Network and synergy

How to keep a captive client ?

. V.I.P® clients Recommendations

. Big Accounts Deals

. Global offer of services

. A network of agreed partners

. An intranet for Century 21 professionals


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Century 21 franchise strategy


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Century 21 franchise strategy

A permanent support

3 support actions

To conceive, actualise and emplement Century 21

know how

. Centralised, decentralised and in situ training

. Audit, monitoring, counseling, coaching adapted to each agency

. Animation of the network and the agencies

- Regional training workshops (bosses, assistants and counsellors)

- Regional monthly meetings

- Annual national manifestations

- Network animations


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Economies of scale

Commitment to a quality standard

Century 21 franchise strategy

A permanent support

Agreed partners and suppliers

Financing, insurance, juridical, management, buildings security, construction, maintenance, recruitment, office supply, stationery, signaletic, communication (press, advertising objects, interactive plots, informatic, impression…)


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Conclusions

Vous allez changer d’avis

sur les agents immobiliers.

61


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Conclusions

Century 21 France : When the pupil becomes master

. Some very good figures… with respect to the size of the French Market

. A model for the other countries: Century21 is best in France than anywhere else thanks to its exceptional management


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