Swoffers Commercial

We may not love them but most of us have used them, cried with them, laughed with them and entrusted them with guiding us in making the most important decision we’re ever likely to encounter. Estate Agents are the butt of many jokes, however, look beyond the typecast and you will find a group of professionals in Guernsey’s property scene who beyond any other characteristic possess the ability to empathise.

As someone who’s bought and sold a total of five properties in his time, I’d like to think I’m well placed to judge what benefit an agent can bring to the property purchasing process. ‘I would agree that empathy is an important character trait. The ability to be able to
deal with and understand another’s situation, feelings and motives has been a big part of Swoffers’ success’ said Mathew Henry, MD of Swoffers.

Swoffers has been undergoing a transformation over the last two years, which includes an invigorated new brand image and considerable investment in back office technology and state of the art marketing collateral to keep them, at the pinnacle of the demanding local property sector. The re-invigoration of Swoffers is also timely as it coincides with their 40th anniversary in 2011.

Shortly before Swoffers opened its doors in the early 1970’s, Guernsey was still adopting a bartering culture. Farmers would sell plots of land for your finest Friesian and you could buy yourself a derelict Guernsey cottage overlooking Perelle for the price of a HDTV. The property sector is now a multi-million pound industry and the last thing you want when negotiating the problems, pitfalls and practicalities of property buying in Guernsey is mediocrity.

‘The market is quite complex today. The average buyer is now as concerned about the energy efficiencies of a property as they are about the domestic curtilage and value on completion of any building works. The sensitivities of the negotiation are still of upmost
importance to us but we now appreciate savvy property investors want so much more information than they did ten or even five years ago’ said Spencer Noyon, Swoffers Director.

With an invigorated new brand and almost 40 years trading under their belts, Swoffers have become renowned as the foremost estate agent in Guernsey but what’s the secret behind their success. Jon Taylor caught up with the Property Professionals.

The professionalism of the industry in previous years has come into question. At one time, agents used the National Association of Estate Agents badge as a stamp of authority but the modern agent must now clearly differentiate themselves through more than the NAEA logo on the odd property advertisement.

‘The credibility of us as agents derives from the dedication we have for our business and service offering, not just in the investment we make in our staff, the technology and infrastructure that keeps at the forefront of this competitive sector but also in terms of our performance’ explained Mr Henry.

Swoffers’ new branding certainly puts them at the forefront in terms of their aesthetic appeal but the tagline ‘The Property Professionals’ that supports the striking new logo is backed by substance that few other agents in the island can compete with.

The facts clearly set this established agency ahead of the pack. Unique to the Channel Islands, their new back office system brings together a two year project of training and investment, all designed to ensure that Swoffers continues to lead the field in knowledge and expertise. Used by some of the UK’s largest estate agency groups, the new software adopted by Swoffers affords them many advantages including advanced database management techniques, superior customer profiling, cutting edge vendor-purchaser matching templates, faster information sharing and instant web uploads. All designed to support Swoffers customer first philosophy of working harder to meet their client’s needs.

This investment in back office technology is fronted by a comprehensive new property website which, includes the largest portfolio of available properties on both the Local and Open markets.

‘That ‘Property Professionals’ tag qualified by the fact Swoffers’ employs more NAEA trained agents than any other agent amongst their staff of 27’

Alongside this, has been a programme of re-training and investment in people, ensuring the Swoffers’ team of property professionals remains the largest, most knowledgeable, experienced and dedicated team on Guernsey across Open Market, Local Market, Rentals and Commercial property. That ‘Property Professionals’ tag qualified by the fact Swoffers have more NAEA trained agents than any other agent amongst their staff of 27.

Performance can be backed up in the simple fact Swoffers has sold the most expensive Local and Open market properties in 2010 and needless to say, they’ve sold more homes in Guernsey than any other agent. Clearly a differential that must be a frightening proposition for those rivals who have seen the company energised with a new brand and technological edge.

A very impressive résumé I’m sure you’ll agree, however, estate agents do have a habit of accentuating the positives so perhaps we shouldn’t get too carried away, the property market has had some challenging times but Mr Noyon believes the agency has performed stronger than most during the recent adverse economical climate.

Left to right: Shauna Clapham, Craig Whitman, Andre Austin, Matthew Henry, Spencer Noyon and Jonathan Harris

‘Swoffers has enjoyed an excellent 2010 and we can report a high level of activity in all sections of the market through each quarter. Although we never really anticipated a record year, it is fair to say that we have been more than pleasantly surprised. The conveyancing court has been busier than any of us at Swoffers could have predicted. Across all price ranges we have seen a confidence returning to the market, one which I believe will continue into 2011, and it is evident that throughout these uncertain financial times, property continues to be the most solid of investments’ said Swoffers director Shauna Clapham.

At Swoffers Commercial the positivity continues. ‘We’ve had an excellent 2010 inline with industry reports. I’d say as good as 2008 and 2009 combined’ said Swoffers Commercial MD Jonathan Harris.

Swoffers Commercial has built a reputation based on an efficient client service that has seen them involved with the lions share of commercial property arrangements in the island. With a highly qualified team of chartered surveyors and property negotiators, Swoffers Commercial has been responsible for some of the largest property deals in Guernsey in recent years.

‘The market is quite complex today. The average buyer is now just as concerned about the energy efficiencies of a property as they are about the domestic curtilage and value on completion of any building works’

Mr Harris believes Swoffers Commercial property sector credentials and subsequent reputation has been built on discretion and an expertise in the acquisition and disposal of commercial property in Guernsey acting on behalf of investors, developers, companies and individuals alike. Swoffers Commercial also provides a comprehensive commercial agency, valuation and property management services. Swoffers Commercial was founded in 2002 and as an independent entity, it is the only Guernsey based commercial property
consultancy that offers pan-Channel Island expertise through their affiliation with BNP Paribas Real Estate in Jersey.

‘The partnership with BNP Parabis Real Estate affords us a global reach and expertise. This is of particular relevance for those institutions that occupy premises in a multitude of jurisdictions’ said Mr Harris.

Swoffers are now well set for the rigours of the modern property market but if history repeats itself they’ll be the ones to emulate for the next few years. ‘Quite simply the benchmark by which we are judged is the sales and lettings we negotiate and act upon’ concluded Mr Henry.

According to conveyancing figures, Swoffers’ have outsold any other agent year on year for the last five. An agent confident in its ability but one that is genuinely qualified to call themselves The Property Professionals