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Raphaël Declercq David Hirsch

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

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  1. Raphaël Declercq David Hirsch Marine Serres Antoine Schricke 1

  2. 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

  3. “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

  4. 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

  5. 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

  6. 1. How an American firm flourishes in France Vous allez changer d’avis sur les agents immobiliers. 6

  7. Why is it so good to work in France ? 1.1 Establishment and activity Vous allez changer d’avis sur les agents immobiliers. 7

  8. . 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

  9. Activity Franchise strategy :following the American real estate example . Real estate agencies franchised : 18% . Corresponding market shares : 44%

  10. Activity Franchise strategy . A business relationship . A development strategy . A marketing strategy

  11. … a great economic success Activity Franchise in France . 627 brands - 30 billion € (123 brands realize 24,7 billion €) . France : European leader of Franchise

  12. . 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%

  13. How an American firm flourishes in France. 1.2 Market and competition Vous allez changer d’avis sur les agents immobiliers. 13

  14. 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

  15. The market What the customer is waiting for : Source : ALGOE survey . A clear service offer . A psychological support . A complete service

  16. 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

  17. Transaction 40% Co property 95% Renting 40 à 50% Rent Management 30 à 40% The market Market shares of the real estate professionals

  18. 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)

  19. 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

  20. … but mainly individuals who represent 50% of the market shares Other competitors . Notaries Bank and Insurance companies .Holdings . List sellers FROM INDIVIDUALS TO INDIVIDUALS

  21. 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

  22. 2. Why is it so good to work in France? Vous allez changer d’avis sur les agents immobiliers. 22

  23. How an American firm flourishes in France. 2.1 A successful launch Vous allez changer d’avis sur les agents immobiliers. 23

  24. A successful launch . An appropriate market . Some visionary men

  25. A successful launch . An appropriate market

  26. 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

  27. 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

  28. . Some visionary men A successful launch : Some visionary men

  29. 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

  30. 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

  31. 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

  32. 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

  33. 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.

  34. 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

  35. 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.

  36. Communication : a key to notoriety and credibility The National Advertisement Fund . Partnership spirit . Continuity . A Knowhow trust . Transparency

  37. 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.

  38. Communication : a key to notoriety and credibility Communication actions . 4 national tactical and thematical actions implemented every year

  39. Communication : a key to notoriety and credibility Communication actions . 4 national tactical and thematical actions implemented every year . A partnership with the UNICEF

  40. Communication : a key to notoriety and credibility Communication actions . 4 national tactical and thematical actions implemented every year . A partnership with UNICEF . TV ads

  41. Communication : a key to notoriety and credibility

  42. 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

  43. Vous allez changer d’avis sur les agents immobiliers. 43

  44. 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…

  45. Communication : a key to notoriety and credibility

  46. 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

  47. Communication : a key to notoriety and credibility

  48. How an American firm flourishes in France. 2.3 A specific franchise strategy Vous allez changer d’avis sur les agents immobiliers. 48

  49. Century 21 franchise strategy . Developing the notoriety of the brand . Formalised know-how . A permanent support . 3 support actions . Agreed partners and suppliers

  50. 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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