Engel and Voelkers is one of the world's fastest growing estate agencies. The company started in Hamburg, Germany, in 1977 and has grown rapidly since starting to franchise in 1998.

Since its launch with a master franchise agreement for the UK and Ireland in 2005, the company has recruited its franchisees with the aid of Kyros Franchising, the leading matchmaking agency.

Various strategies were investigated to ensure that our brand's reputation was not compromised and it became evident that a tier of qualification for prospective franchisees, prior to them being introduced to us, would ensure that only the very best candidates were considered.

We set about seeking the advice of a number of companies in franchising and through the support of, and introductions by, the BFA, we met with Kyros.

It quickly became evident that Kyros were capable of contributing much more than just an introduction to a suitable franchisee, and in a few meetings with its exceptionally experienced managers, we significantly refined our marketing strategies. Its consultative contribution to our business in the early stages was most valuable, and without question expedited our successful market entry with the risk of costly mistakes being avoided at the outset.

We worked hard with them to define a procedure to recruit strong franchisees from the initial contact with applicants. Following a qualification interview, we receive an analysis of each candidate prior to its introduction to us.

The process has been both refined and polished, and today Kyros works hand-in-hand with us to grow our franchise network.

As a result of its efforts, we have successfully awarded franchises to high calibre and commercially mature candidates.

The success of the relationship is due to the healthy and constant communication between the two firms. Kyros has been quick to recognise our culture and continues to make a valuable contribution to our ongoing success.

In short, this is a partnership that works well and one in which we can draw on the experience and expertise of Kyros in what is a crucial part of any franchise business.

Alasdair Hedley,
Managing Director, Engel & Voelkers' UK and Ireland master franchise company.

 

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With the need to re-energise the Interlink Franchise Network with new high quality franchisees we have been delighted with the success over the past few years and the very important part which Kyros have taken. On average we are re-selling one franchise area a month and Kyros professionally handle our recruitment advertising initial enquiries, and screening of applicants to ensure that we only meet with high calibre investors who match our exacting franchisee profile. We are delighted with the results achieved and look forward to working together with Kyros in the future.

Recruitment is recognised as the single most important factor in the success of a franchise network. The selection of the first few franchisees is particularly crucial as they are the potential long-term ambassadors of the system.

However, most franchisors are now reporting difficulties with the recruitment of franchisees, both in numbers and quality. They often miss the subtle difference between selling a franchise to a prospective franchisee and creating the right level of interest so that he wants to join.

We currently have some 30 highly-qualified prospects on our books. This has been achieved by contracting out our initial recruitment process to Kyros and providing them with a tight brief of what we expect and the processes they should adopt. Our recruitment needs are aligned with our advertising which is also contracted out to Kyros. Last year in what was generally a depressed market for the franchise industry as a whole we achieved 11 resales.

On average at least 80 per cent plus of all applicants will not go on to buy the franchise so we have developed a system whereby this percentage is managed outside the company by Kyros. As a result, I can spend all my time on pre-qualified prospects.

The new recruitment procedure we have developed with Kyros starts with the consultancy taking enquiries on a dedicated phone line at their office which is answered as Interlink Kyros. They send a prospectus and application form to the enquirer. This is returned to Kyros who then conduct a telephone screening interview. If the prospect meets our criteria, he will be interviewed by Kyros and if he is of a high enough standard his details will be sent to us and we will arrange an interview.

Kyros charges represent excellent value for money as otherwise we would need an additional person on our staff to carry out the initial handling of enquiries.

 

 

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Kyros have taken the burden of the recruitment process from us, have better targeted our marketing spend and ultimately provided us with some high calibre candidates who have become franchisees.

Dave Gouldney
Operations Director
Urban Planters

www.urbanplanters.co.uk

 

 

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