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Property Profile

Berry Everitt: All in the Family

Waiting in reception to meet Berry Everitt, I’m greeted with a warm smile and a firm handshake. Berry’s father, Chas, introduces himself and asks if I need assistance. When I’m finally in our meeting, I tell Berry I’ve just met his father, and he smiles warmly. ‘My father is like gold dust,’ he says.

Just like the tight-knit Everitts themselves, their company is built on family values. ‘Home is literally where the heart is,’ Berry says. ‘We’ve kept all the good old-fashioned values that my parents, Charles and Tilla, established when they started the company. When I took over and bought the company from my dad in December 1998, the essence of the company remained. The constant innovations relating to technology, training and product ensure we remain competitive and efficient.’

The e-marketing platform that the Everitt group has established sets them apart from their competitors. But Berry insists that, despite all the technology used to make their business successful, personal contact remains key.

‘People are what’s important to me. I get my energy from working with people, seeing people grow. Real estate – buying and selling homes – is quite an emotional business, so it’s important to understand who our customers are and what they want.

‘Maintaining that relationship is so vital. I like to keep customers for life, not just for the length of time it takes do a business transaction with them. I also believe in partnerships – everybody I work with is a partner, whether it’s our agents, a bank, an originator or an attorney. We’re all interdependent and it’s necessary to work well with one another.

‘It’s all about listening and responding to our customers truthfully, especially in today’s market. We‘ve adjusted to the way our customers want to communicate with us. These days we need to be available 24 hours a day, by phone, e-mail, or on Facebook. Our purpose is to give a great customer experience. As long as we put our customers first, take prompt corrective action where necessary and offer great value, our company will always prosper,’ says Berry.

‘I’m a firm believer that the longer this downturn lasts, the better the real-estate industry will be when the upturn comes. Market conditions are more complicated now, plus the education criteria for agents has become more stringent. Those who leave now will not return.’
Berry still has one challenge to face. ‘My biggest concern is BEE [Black Economic Empowerment],’ he says. ‘The targets that I’ve set for myself within my own organisation have been hampered by the downturn in the global economy. I’m passionate about including previously disadvantaged people in our organisation, to have them performing at the highest level. But we’ve been caught up in the global turmoil. We set ourselves targets three years ago when the economy was looking optimistic and I’m unable to meet these targets now, due to market conditions. And that poses a great challenge for me.’

But it’s Berry’s optimism that sets him apart in this business. ‘I would rather be here in South Africa than anywhere else in the world, particularly right now,’ he says. ‘America has a strong work ethic that will carry them through. We in South Africa are virtually untouched by what happened in Europe, Asia and America. I’m very optimistic – since December, our sales figures have improved month on month including April, which is a month full of holidays. Sales volumes are less than two years ago, but this is in line with the current size of the market. I’m very confident that the worst is behind us.’

Berry predicts that there will be an improvement by the end of the year. ‘Banks need to loosen up on lending,’ he says. ‘There has been an overcompensation on the credit policy, and credit is a lot tighter, but when that improves we will see the market stimulated again. So right now is the time to buy.’

For Berry, 2010 is one of the most exciting things to happen to SA. ‘It’s such an advantage for our country to be presented on the world stage. South Africa is unique - we have our differences, but every one of the communities that live here has a love for this country. This will help us survive. As a real-estate organisation we can showcase the country to visitors and assist those who want to rent or buy. We can show our hospitality and give visitors an idea of what the country’s all about.’

Despite being so involved in the business, Berry remains a dedicated family man. He spends every spare moment with his wife, Tracey, and their children, Tegan, 12, and Brandon, 8. Leisure time is spent at the Vaal, where they have a holiday home. Tracey is the designated pilot of the family boat, and they all enjoy jet-skiing, quad-biking, wakeboarding and spending quality time together.

Life isn’t about toys and assets, Berry insists – it’s all about prioritising. He’s prouder of his close family ties than he is of the success of his business. His latest project – building his dream family home in the north of Johannesburg – is almost complete. For the Everitts, home really is where the heart is.

Chas Everitt International Property Group, +27 (0)860 104 355, www.everitt.co.za