Transformation at Leapfrog = Mentorship + passion x commitment

There’s been much talk in property circles recently about the proposed Property Practitioners Bill that is currently before Parliament, which seeks to establish a transformation fund to assist previously disadvantaged individuals to enter the property sector. “At Leapfrog Property Group we have been committed to strategic and inclusive transformation since the beginning, and we’re proud of the success a large number of our black agents enjoy,” says Bruce Swain, CEO of Leapfrog Property Group.

A prime example, and one that the group is very proud of is the Pretoria East Leapfrog office, run by Silvana Dos
Reis Marques, where 51% of the agents are black. She explains that she recruited these agents through social media and by placing adverts and calls to action in the local Neighbourhood Listing magazine, and says that the response to these offers is always very positive. “Real estate offers a great career opportunity for people who have passed matric but are struggling to enter the job market. It’s appealing because these recruits learn skills on the job, it’s an industry that offers many education and career growth opportunities, and of course there is the potential to earn lots of money,” Dos Reis Marques elaborates.

WITH A LITTLE HELP

The success that the Pretoria East office has enjoyed in terms of not only recruiting but also retaining black agents is thanks to Dos Reis Marques’s hands-on approach to helping and developing her agents.

“Every Monday I have a meeting with each of the agents, where we discuss the past week’s work and challenges, and work through their logbooks together to help ensure they get their NQF4 qualification,” Dos Reis Marques explains. The legal aspect of the property business can be rather complex, which is why she also focusses keenly on this to ensure that agents are both familiar and comfortable with all the associated legalities. And it’s certainly not all work and no play… Dos Reis Marques often incorporates role play and scenarios into their sessions to give agents a more “real” experience of what it’s like to work with clients and their properties! When the time comes Marques also makes sure that she is available to assist the agents with listing their first property and managing the first offer to purchase. “This really just gives their confidence a necessary little boost,” she adds.

SUPPORT SPACE

While agents often prefer to work quite independently, with the flexibility it allows for being particularly appealing, Leapfrog always works to ensure that the facilities and infrastructure the agents need are freely available and easy to access. “At the office we offer agents the use of our printers, phones, internet and the like. It’s a safe space from where each of them can build their business,” Dos Reis Marques says.

Neo Hlatshwayo is an intern that started at Leapfrog in January 2018 and says the infrastructure and support he gets here is what he finds both appealing and very helpful: “I manage my work like it’s my own business, while being connected to the right people and resources. What more could I want?” He adds the fact that his success at Leapfrog is in his own hands is also a great motivating factor. Lorraine Cheta, a fellow intern, is as optimistic about her career prospects at Leapfrog as Hlatshawayo: “I am 100% certain that this is the career path I want to follow. There is so much potential for me in the property industry.”

RISE TO THE CHALLENGE

While the group’s success is certainly worth celebrating, there are a number of challenges that still need to be overcome on a weekly basis. Dos Reis Marques explains that the isolation that comes with working remotely and irregular hours can often result in agents getting “lost” in the business, and the industry.

Speaking specifically to the challenges that black agents experience, Dos Reis Marques says the following: “Black agents tend to be bound to the townships or areas where they come from. They struggle with community infiltration and for communities where they want to work to trust them.” 

At the beginning money is also a significant barrier to entry. “It takes about five to six months before you get your first paycheck when you’re first starting, which means that many promising agents fall out of the industry and seek employment elsewhere because they simply can’t afford to be without income for that long,” Dos Reis Marques says. This is one of the main reasons many agents start by doing this part-time but that doesn’t always pay off because it means they aren’t always able to commit the necessary time and effort that it takes to be a successful estate agents.

This is where both Dos Reis Marques and Swain hope the new Bill could have a significant impact. “If the government could pay a basic stipend it would really help to keep agents starting out motivated,” Dos Reis Marques believes.

A REPLICABLE MODEL?

Dos Reis Marques’s advice to fellow managers and principals at estate agencies is to take the time to nurture and development promising black agents. “Put yourself in the agent’s shoes, heed any language and cultural barriers, and try to help, encourage, motivate and praise as much as you can.”

Importantly, she adds, as an estate agent you’re in the business of dealing with people – people are your business – so you need to always look beyond the transaction to the person you’re dealing with. “The same goes for mentoring a young agent.”

Both Hlatshwayo and Cheta wax lyrical about Dos Reis Marques’s support in developing their careers. “I see a great future for myself at Leapfrog. Silvana’s has been a great help to me this year,” Hlatshwayo adds. “The help I have got at Leapfrog has been excellent and very useful,” Cheta attests.

“Dos Reis Marques’s commitment to mentoring and guiding young black agents has seen a significant number of them not only surviving in the real estate market, but thriving. As a group we’re strategically working towards more of this kind of transformation, and believe that the industry stands to gain much from the development of young black agents,” says Swain.