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Welcome

Welcome. …to our 5 th annual roadshow!. To enable conveyancing practices through the implementation of value adding services to expand their relevance and influence in the Property Industry. PropLaw was formed during 2002, by conveyancers – for conveyancers ,

zachary-frederick
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Welcome

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  1. Welcome …to our 5th annual roadshow!

  2. To enable conveyancing practices through the implementation of value adding services to expand their relevance and influence in the Property Industry PropLaw was formed during 2002, by conveyancers – for conveyancers, with this mission. WHY? Property Lawyers were being marginalized and pressurized by other players in the market – at that stage there was already talk of the legal practitioners bill that could threaten the livelihood of each conveyancer through deregulation…that threat still exists…

  3. A First and Unique Service enables Law firms to ~ since October 2002 ~ Perform bond processing by means of a Free, Electronic Internet based home loan application and management system We firstly enabled Property Lawyers to perform bond processing…

  4. PROPLAW ADVANCES • The completion of a single page document - “Request to Discount and Authority to Pay” • Flat rate up to 6 months – no hidden penalties • Payment within 24 hours • Administration fee / no repayment responsibility A second service, PropLaw Advances, was launched… Flat Discount Rate of 7.5 % (2.5 % rebate if registered within 30 days) - administration fee to member of .5 % (minimum of R250)

  5. PROPLAW LISTINGS • Members can now through the call centre list properties on behalf of sellers • Exposure on Property 24 website • Mandate offers 3 levels of involvement / commission structure PropLaw Listings will be up and running by the end of the month!

  6. Full circle After 5 years – we’ve come the full circle – members can now offer a real value adding one stop service to the public.

  7. Isn’t it time that the public be made aware of the full value a property lawyer can offer – starting even BEFORE the signature of the deed of sale? . Property Lawyers are continuously expanding their relevance and influence in the property industry – by adding value – incidentally the only true professional in the property industry that can do this – maybe we should consider this question…

  8. . Shouldn’t we pro actively shape our own image instead of it constantly being done by third parties? There is an old saying that says – if you don’t shape your own image other people will do it for you and the most vocal of these will be your competitors….

  9. . Colleagues today you are going to be presented with a P.L.A.N. You will find out later what it stands for. “A” plan…not “THE” plan – which will hopefully in retrospect be viewed as a landmark in the lives of all property lawyers.

  10. Elliot is an internationally renowned business strategist and has in the past consulted to both national and international companies. One of the aims PropLaw has had with the roadshows was to equip Property Lawyers to face challenges and make the most of opportunities…and for this purpose we have - back by popular demand – for the third year in succession – invited Elliot Schwartz.

  11. Think BIG! This year’s workshop was entitled “Think Big!”. To set the scene, we reviewed the conclusions of the previous two workshops.

  12. Conveyancers R US 2005… In 2005, we talked about the threats shaking the very foundations of the profession.

  13. DIS- INTERMEDIATION AND IRRELEVANCY DEREGULATION/COMMODITIZATION ACCELERATING MARKET CHANGE In particular, we discussed the potential for property lawyers to become IRRELEVANT because our clients did not see value in the service we offered.

  14. ConveyancersR US THE CONVEYANCERS FIGHT BACK! A strategy for success But, we all agreed that – with the right strategy- the profession would not only survive, it would prosper!

  15. What I can do to satisfy my customer’s needin a way no one else can! differentiation relevance The value proposition The value proposition is the reason why a client will spend money with us. For them, our services are simply a means to an end- the satisfaction of a need.

  16. What I can do to satisfy my customer’s needin a way no one else can! differentiation relevance The value proposition For us to succeed we must have a compelling reason why ONLY property attorneys can genuinely satisfy that need in a way others cannot.

  17. The need we focus on is for a successful property transaction. We all know the horror stories. It’s literally one short step from a bond to bondage.

  18. “Only a property attorney can unlock and protect the full value in any property transaction…” But, when a property attorney is involved…

  19. “…because only a property attorney can offer a professional one-stop service for any property related transaction.” There is a lot of real value for which clients would be prepared to pay!

  20. 2006…. How to fight (and win) a guerrilla war, in terms of our own Geneva Convention A PropLaw Military Academy Seminar Presented by Elliot Schwartz In 2006, we shifted the focus to the individual law practice. How can a relatively small “business” with limited resources fight and win?

  21. THOU SHALT “THOU SHALT NOT COMPROMISE PROFESSIONAL INTEGRITY NOT TOUT LAW SOCIETY We agreed that the rules within which the profession was required to operate were, in fact, NOT CONSTRAINTS to successful practice development.

  22. 1 1 The mathematics of war Businesses, including professional practices, are subject to the same mathematics as armies. When two armies with equal resources face off, it is impossible to determine who is likely to win.

  23. 1 3 2 The mathematics of war 1 But, when one side has three times the resource at the point of contact, he is likely to break the enemy’s line. So, your choice of strategy is determined by your resources.

  24. Defensive If you were the first into an industry or profession and have accumulated lots of resources, you build a fort on the highest hill and fight a defensive war. Very few, if any, firms of property attorneys are in this position.

  25. Offensive To attack the fort “head on” is an offensive war. If you only have this much resource, this is suicide!

  26. Offensive Unless you can marshal three times the resource at the point of contact, you have no certainty of breaking the enemy’s line! So what are the options open for the typical property law firm?

  27. What I can do to satisfy your needin a way no one else can! Flanking One option is a flanking strategy. Find a different hill and build your own fort. This type of strategy is the most common and is the essence of differentiation in the value proposition.

  28. Guerrilla But if you really have limited resources, the only option is to fight a guerilla war- to be flexible, pop up here and there, live to fight another day and wear the enemy down. The 3 to 1 principle still applies.

  29. The guerrilla by necessity must fight with a wide variety of weapons, some homemade, some captured, and some supplied from outside sources. In the earlier stages of an insurgency, the weapons are often primitive. Nearly every guerrilla campaign has relied on improvisation, both from necessity and to avoid a cumbersome logistic “tail.” The broad strategy underlying successful guerrilla warfare is that of protracted harassment accomplished by extremely subtle, flexible tactics designed to wear down the enemy. “Select the tactic of seeming to come from the east and attacking from the west; avoid the solid, attack the hollow; attack, withdraw; deliver a lightning blow, seek a lightning decision.” The time gained is necessary either to develop sufficient military strength to defeat the enemy in orthodox battle or to subject him to internal and external military and political pressures sufficient to cause him to seek peace favourable to the guerrillas In 2006, we applied the principles of guerilla war to the successful marketing of a property law practice with limited resources. The message was “think small”. This year, we are talking about the profession at large- and the message is “THINK BIG”! Accept battle only under favourable conditions, otherwise avoid it and retreat: we must observe the principle, ‘To gain territory is no cause for joy, and to lose territory is no cause for sorrow.' ”

  30. How big is BIG?

  31. “Only a property attorney can unlock and protect the full value in any property transaction…” BIG ENOUGH to embed the value proposition in the mind of EVERY potential client!

  32. “…only a property attorney can offer a professional, one-stop service for any property related transaction” BIG ENOUGH to motivate clients to consult with a property attorney EVEN BEFORE they enter into a property related transaction!

  33. VP VP VP VP VP VP VP VP BUY NOW! ! This means utilizing every potential media type that has the reach and impact necessary to deliver our message on a sustained basis.

  34. Pharmacy Professional Awareness Campaign The Pharmacy Professional Awareness Campaign of the 1980’s was discussed as a successful example of what we have in mind.

  35. Pharmacy Professional Awareness Campaign Credit Free delivery Pharmacists were not appreciated for their professional contribution. A pharmacy was nothing more than an expensive shop that, unlike supermarkets, offered credit and free delivery.

  36. Pharmacy Professional Awareness Campaign Professional advice THE expert about medicine Within just two year, the PPAC campaign had changed perceptions. The two strongest associations with pharmacists an pharmacies were “professional advice” an “expertise concerning medicines”.

  37. Pharmacy Professional Awareness Campaign 1 3 2 Even more importantly, pharmacists were rated the “most trusted” of ALL professions- ahead of medical doctors (2nd) and clergy (3rd). Where were the lawyers?

  38. R2,500 But “thinking big” means “acting big”. And that takes resources. In 2006, workshop participants said, on average, that they could afford to invest just R2500 a month in their marketing activities.

  39. R2,500 On a national scale, this will not get noticed.

  40. R 7,500,000 But what if we were to pool our R2500 per month? If only 40% of PropLaw members were to do so, we’d have R7,500,000 per year to invest in our image.

  41. R 11,000,000 R2,500 If two-thirds of PropLaw members contributed, we’d have R11,000,000. This would give property attorneys the marketing clout of the biggest brands!

  42. 21 21 The vehicle But, it’s not about PropLaw members only, it’s about the entire profession. That’s why we need a separate, independent vehicle: a not for profit “Section 21” company, directed by representatives from all regions and professional associations.

  43. But, what are we going to say? We took the initiative of consulting with a number of leading advertising experts. One particular company impressed us with their enthusiasm and insight. They offered- at their own risk and cost- to develop some concepts of the different types of messages we could consider.

  44. Introducing Galileo Euro RSCG. Introducing: Galileo Euro RSCG • Jaguar • Air France • Novartis • Sanofi Aventis • Reckitt Benckiser • Over 300 household products Galileo Euro RSCG is a brand new agency formed by some of South Africa’s leading and most awarded creative people in partnership with the world’s largest advertising group. We are proud to be a charter client. This list includes other leading clients they have acquired since their launch in January.

  45. This is your captain speaking… The agency guys asked us an interesting question…if we were going to charter a plane, and the charter company offered a choice of two pilots- who would we choose. This guy? Or…..

  46. This is your captain speaking… …this one? I think we all know the answer!

  47. This is your captain speaking… But, the one on the left is, in fact, the top pilot! Why did we all choose the one on the right? Because he looks like what we think a pilot should look like! We acted on the basis of our perceptions.

  48. Perception is the Reality The agency then presented interviews they recorded with OUR CLIENTS. Their perception of property attorneys was not flattering. At best, they were confused or didn’t care about us at all. At worst, they saw us as sharks!

  49. How to change a Shark into a Dolphin. Who is actually managing the perceptions of our profession? There is an old saying that if you don’t manage your own perception, someone else will manage it for you- typically your enemy or competitor. It’s time for us to regain control!

  50. So, property attorneys need a P.L.A.N……

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