Success in the highly competitive property industry is all about
achieving the right balance. You can only offer tenants what you
have available in your portfolio, and you constantly have to
balance your tenants' needs with those of your investors. This
isn't an easy task, but Redefine Properties, a JSE-listed property
loan stock company, is shaking things up - and redefining the
nature of key business relationships in the process.
The company contracted Yellowwood to create a brand positioning
and marketing strategy that would support their revised strategic
direction as a company.
"We typically start any strategic project with a critical
discovery and insights phase," explains Shekha Wilson of
Yellowwood. "And through that we learnt that the word 'landlord' is
often met with mistrust. You don't usually hear from your landlord
unless there is a problem. You haven't paid your rent.You've broken
one of their rules..etc."
This adversarial relationship between landlord and tenant needed
to change, or at least be addressed, for Redefine to realise their
goals. The point of departure was to ask: "Why can't your
landlord be seen as your business partner, a source of support and
an enabler to your business?"
Working closely with the Redefine management team, who proved to
be an innovative and entrepreneurial group, Yellowwood developed a
brand positioning that sought to redefine stakeholder relationships
in the property industry. The marketing strategy provided the team
with tools, guidance and ideas on how to change perceptions and
deepen common understanding amongst the company's various
One of the initiatives emerging from this marketing strategy is
the "We're not landlords. We're people" advertising campaign. A
series of radio and TV adverts were created that convey this
single-minded message, while Redefine's recent sponsorship of the
MTN Golden Lions also shows the 'human' face of the brand.
While the need for balance between the interests of the
different stakeholders remains fundamental to success, Redefine
Properties really are redefining relationshipsin the industry -
where your landlord has a face, a name and even a personality.
Where he or she truly can become a trusted partner vested in your
success - and not just someone who comes knocking on your door for