Repositioning and Living The Brand
Seeff is one of the longest established and largest property and real estate companies in South Africa. Founded in 1964, the company has grown from a small family business into a group with over 200 branches throughout South Africa, Namibia, Botswana, Zimbabwe and Mauritius.
In 2009, Luxury Branding was appointed to sharpen the firm’s brand positioning and marketing efforts. A wide-ranging and intensive process of dialogue with the group’s community of licensees revealed the germ of a genuine ‘Seeff difference’ something that could truly set the brand apart from its competitors on a sustainable and long-term basis.
Our recommendations centered around repositioning Seeff away from the properties that it sells on behalf of its clients, to focus instead on its own people as true real estate professionals: a shift in thinking from a product-orientated business to one defined by service.
To help make this inspiring promise a reality, Luxury Branding developed a methodology for operationalising the Seeff brand of service to be known as, The Seeff Academy, an industry-defining training programme in which every single licensee and agent will participate.