Forty years after launching Pam Golding Properties, founder and life president Pam Golding is passing on her legacy to those at the forefront of the business – the agents themselves.
In an emotive and unique, integrated TV campaign, which breaks the mould for the real estate industry in South Africa, the company has taken the bold move of focusing consumer attention on those at the very rockface - their agents - who are committed to upholding the very same values as Pam herself.
“I am Pam” says Lebogang Moloto, Pam Golding Properties agent in Johannesburg South
Each of the agents from around the country who are featured in the advertisement in their own environment – from urban cities to the coast or the Winelands - stakes his or her claim with pride: “I am Pam”.
This makes the point that the same qualities of empathy, integrity and professionalism adhered to by Pam in making a lasting impression on both sellers and buyers - and bringing them back as clients for life, still apply today, perhaps even more so. As Pam says in the TV script...”Funny thing about something that’s larger than yourself, it’s not yours to own, it’s there to pass on. Forty years later, I know that nothing worth having is ever made alone. I am Pam Golding.”
“I am Pam” says Phillip Reynolds, Pam Golding Properties agent in Durban North.
Conceptualised by BBDO Network and directed and shot by legendary filmmaker Mike Middleton, the TV commercial has already served to galvanize extremely positive internal energy and indeed accountability amongst all Pam Golding Properties staff and agents, with the result that this is already translating into success in the marketplace through client engagement. The campaign is not only confined to television, but is integrated across all media, including even the ubiquitous showboard!
Dr Andrew Golding, CE of the Pam Golding Property group says: “Now more than ever companies and brands are being represented and placed in the spotlight by their staff, particularly those in the service industry, as it is these people who deliver the value proposition. The real estate business is all about integrity and professionalism – and, of course, sales success - and building a bank of clients for life.
“The fact is today’s buyer is tomorrow’s seller and vice versa and a company with a long and respected track record will be known for its honesty, knowledge and caring irrespective of the up or down cycles of the property market.”
“I am Pam” says Doug Gurr, Pam Golding Properties agent in Franschhoek in the heart of the Cape Winelands.
As is the case in almost every industry, the internet and technology and the digital environment in general have significantly altered the landscape for the South African residential real estate industry, both for the client and the agent.
Says Anthony Stroebel, marketing director for the Pam Golding Property group: “While advancing technology will play an ever-increasing role in the way we advertise, communicate and transact, the reality is that the personal interaction and opinion of a skilled and trusted professional is becoming even more important, as clients look to navigate the often turbulent waters of the modern real estate transaction, including a plethora of new legal and compliance regulations. It is our primary role to guide our clients through this often protracted period, ensuring that they have absolute confidence in us at all times and that all the stress is alleviated, maximising the value of their most prized asset in the process. This is the fundamental premise of the ‘I am Pam’ idea…that ‘there is a Pam near you’….and this gives our agents the opportunity to unambiguously nail their leadership colours to the mast!”
“I am Pam” says Ruth Mills, Pam Golding Properties agent in Dana Bay in the Mossel Bay region.
“Exceptional agents add value to property transactions and are skilful negotiators capable of concluding transactions between buyers and sellers or landlords and tenants, and protecting the interests of both, often in the face of complex challenges. Fundamentally, more and more is the changing role of the modern agent that clients expect the breadth of expertise and professional opinion for any eventuality in order to get the best outcome. As one of Pam Golding Properties’ top-performing estate agents noted: “Being a top agent means that you ‘live’ real estate in all that you do. Sincerity, understanding the client’s true needs and fast response go a long way to being a leading agent.” Recognition of success also lies in repeat business and a trusting relationship, and many agents have consulted and transacted on behalf of the same client several times over.
Adds Stroebel: “And so the agent-client relationship is where the wisdom, skill, intuition expertise and, indeed, empathy of the individual agent comes to the fore in a genuinely value-adding service offering.”
In recent years, considerable emphasis has been placed on professionalisation of the property industry. Originally launched in 2001, the Services Seta-accredited Pam Golding Academy has conducted ongoing training for all its agents and staff (a workforce of over 2 000) and has seen more than 3 000 external delegates attend the various training courses.
The Academy has an on-line delivery platform which enables anyone interested in becoming qualified as an agent to complete the NQF Real Estate qualification through a combination of on-line and face-to-face learning.
Pam Golding Properties also has a strong history of mentorship which began with Pam herself in that the ‘Pam Golding way’ is the blueprint for the company’s best practice. In recent times, with the introduction of the new curriculum and the statutory educational requirements, mentorship has become even more entrenched and important in enabling experience and wisdom gained over many years to be passed on to new agents. It provides them with an invaluable opportunity to learn in a practical way from experienced, knowledgeable and competent experts.
Pam Golding Properties’ TV campaign is being flighted during May and June 2016 in prime slots on MNet, SABC3 and KykNet.
Delving into the dearth of female executives in real estate
20 Nov 2018
In many regards, the real estate industry is still a bastion of male domination; a field in which women remain under-represented at a senior level and are far less likely to attain executive positions - despite the fact that at least half the estate agents out there are women.