Fine & Country Midrand, building an empire one office at a time

Considering that the suburb of Midrand was only officially recognised in 1981, Fine & Country Midrand only opened its doors in 2016 and the results this office has achieved in a relatively short space of time are amazing.

The milestones and accolades this office consistently achieves can be attributed to its leader, Elizabeth McKenzie and her hard working team, that go all out to deliver the Fine & Country vision and brand in this suburb and beyond. The proof is in the many success stories Fine & Country Midrand has given its clients over the years.

Elizabeth started her career in the film and television industry which perhaps stood her in great stead to be able to cast a creative eye over a home and highlight what makes it unique and special. Elizabeth herself only entered the real estate industry during the very well publicised market crash of 2009. The industry was in tatters and yet she has managed to not only survive but thrive and today is the director of four Fine & Country Licensees in South Africa.

Reflecting on what she believes is a major factor in her success, Elizabeth comments, “Having managerial experience and entrepreneurship in my blood, I went to the ‘coal face’ to learn the dynamics of being a real estate agent. Starting at the bottom career rung in real estate and working hard to get to the pinnacle means I have an excellent understanding of the polarity of being a top sales consultant as well as what being a manager and leader means – I believe the two roles are very different. A successful agent relies on self-presentation and development while management means focussing on team development and strategy while also heeding your target market in order to successfully present your product or service to them. The current market environment is very much a participative culture and in times like this the value of a brand such as Fine & Country can be highly beneficial.”

Elizabeth is a well-known mentor in the Fine & Country group and she had this to say of her experiences in this role, “We are a reflection of our life’s experiences” – successful mentorship programs are a two-way street with all parties wanting to succeed together. I think that by tapping into my natural instincts as a working mother, means that I am able to relate to individuals on different levels and I am proud to see the success my staff have achieved through being committed to these mentoring programmes.”

Managing four offices that stretch from Midrand to Knysna, George and more recently Plettenberg Bay is no small feat even for the most driven leader. However, Elizabeth handles it in her stride, commuting between each office. “Following our market research I wanted to optimise the benefit of establishing business opportunities whereby we could capitalise on market trends. ‘Gautengers’ are moving South. Research shows that approximately 40 families a month are moving to this area for a variety of reasons. Of these being, quality of lifestyle, friendly environment and reduced cost of living.
Favourable property investments are key at this time. In line with this Fine & Country Knysna opened its doors to great success followed by Fine & Country George and just recently Plettenberg Bay. I am very proud of our ever-growing footprint on the Garden Route. where I truly believe the Fine & Country brand with its international footprint, intelligent marketing and presenting property properly is a major drawcard from the more mundane services available,” she answers when asked why four offices.Elizabeth was honoured at this year’s Annual Fine & Country Sub-Saharan Awards with receiving The Best Brand Ambassador in her personal capacity. This top award is only given to one individual and it is to the person within our national group that tirelessly lives, breathes and promotes the Fine & Country brand. Fine & Country Midrand’s Helga Murombo also scooped up first place for highest rentals turnover. Elizabeth says she is incredibly proud of this award in particular, as Helga is a product of the mentorship programme and proof that it works.  Helga and partner Anthea Frith also grabbed second place for highest sales turnover by commission.

Why Midrand?

“I have lived and worked in Midrand for more than 30-years. The area is a growth point from a residential and commercial perspective. The Waterfall precinct has further attracted corporates and blue chip companies to re-locate their head quarters to Midrand from other CBD areas. This trend is set to continue in the foreseeable future. That’s the business answer. Personally I love its vibrancy, its position and the myriad of cultures that you will find here. There’s no place quite like Midrand for me,” says Elizabeth on her passion for this particular area. With a very motivated and driven team and their innovative leader, Fine & Country Midrand looks set to continue to dominate the real estate industry one suburb at a time and we know that the industry will be richer for it.  







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