Latest Business: The Maslen Way
Latest Homes meets with David Maslen and his team
after the news of his recent BHEAA Raising Professional Standards award
David Maslen has been an advertiser in Latest Homes since issue one. He was quick off the mark to offer his support and he secured his position at the front each week hardly missing any of the 464 editions. He has also run a long and successful string of teaser ad campaigns on our contents pages and covers.
It was the support of small independent agencies like David’s that Latest Homes has built its success and position in the industry. And we are equally delighted that at the same time David Maslen has grown from his initial office in Lewes Road to now having four successful branches across the city.
David has been held in high regard by his peers for many years. A quiet man, often nose to the grindstone, he has built a reputation for honesty and fairness that is enviable. He is surrounded by a team that regard him as much as a friend as a boss, and the sense of loyalty to the man is tangible.
Much of that may be due to David’s ongoing commitment to professional training and he is delighted that only a few weeks ago his status as an Investor In People, a government-led scheme promoting high standards of staff training, has once again renewed his status.
In fact, that news had reached them only hours before the BHEAA annual dinner. Little did David know that on that evening he would be presented with the prestigious award for Raising Professional Standards in the property industry by the organisation that he strongly believes in and actively supports.
So what is it that makes David Maslen estate agents the business that it is? Well, clearly the fact that he has built and supported a team of professionals that have stuck by his side. His managers are Nick Wall at the Hove office who has been with him for 11 years; Ben Hawley, who has been with the company for eight years and runs the Woodingdean office, and Paul Wilkinson, who is now in his third year and runs the Fiveways branch.
They have recently been joined by Graham Griffin who, while new to Maslen, has 31 years’ experience in the business of mortgages and finance.
“Several factors helped us stay on top of the game, but most importantly we never moved away from being specialists in property sales”
A great team is obviously a great asset, but during a recession other factors must have come into play, so how did the company weather the downturn in business?
‘‘Several factors helped us stay on top of the game, but most importantly we never moved away from being specialists in property sales,” explains David. “Where other agents panicked and moved into a booming lettings market, we stayed in the business we know best. Lettings is entirely different and was not an area we wanted to enter, especially at that time.
“We also survived recession because we were careful in the years that led up to the decline. While many agents were busy spending profits and enjoying the buoyant market, we were more cautious, steadily building up reserves on which we were later able to survive the crash.”
At David Maslen their prime motivation is helping their clients to buy and sell homes. They are not driven by a financial directive to sell mortgages or insurance or even HIPs. They do offer a range of services with mortgage advisor, Graham Griffin, but they are not tied to any firms, nor do they charge any fees for these services. ‘‘We are keen to stress that there are no tie-ins, no fees, and that it is all part of the service we offer and is not conditional; Maslen Financial Services is simply there if you want it or need it.”
David’s insistence on transparency, openness, honesty and integrity have led to them having Trading Standards approval and only two Brighton and Hove agents have that.
Customer service and customer care is top of their list, and getting the best deal for clients is vital. Valuing properties realistically, while at the same time ensuring the best price is achieved, is essential.
How was it that David Maslen opened new offices when other agents were pulling in their horns?“It was a long-term plan, especially at the Fiveways office. I bought that freehold long before we were actually able to take over the commercial part of the building. The Hove office was an offer that came at the right time – an opportunity not to be missed.
‘‘I am also proud of the fact that throughout the last period we have had no redundancies. In fact, we have recruited four new people. This is something I would not do it if I did not believe there was a future. This year is still not easy, but you have to grow with the market.
“The property bubble needed to burst, recession, although difficult was inevitable, but the consequences have in fact returned things to a far more sensible level, from banking to right across the market. It cannot be denied though that it has also created a lot of suffering for people.”
Will we be seeing any further expansion of the Maslen empire? David smiles. “Yes, you will probably be seeing another office but all that is in the future, a few years off and certainly not in our immediate plans, Right now we are building on what we have got and consolidating our business.
When it comes to staffing David likes to recruit people without agency experience. “That way we do not have to un-train them,” he explains. “They start as juniors, mostly local people and they stay with us; it’s an organic process. And while the current managers are all men, we have some strong women now in the team primed to take on senior roles in the very near future.”
What other factors have added to the success of the company? “I strongly believe in advertising and having a strong market presence. We maintained that throughout the recession. Our brand is strong and very visible. In this business you have to be seen in the media, on websites and on the street. ‘For sale’ boards generate a lot of business and a board ban will be a terrible blow and a mistake. A compromise is the way forward.”
Has David entered a fee war? “We don’t operate on high valuations and low fees. You give achievable valuations and spend time explaining this to clients. It has to be about the whole transaction, getting the best for buyers and vendors alike.
“We also turn properties down if we don’t feel the clients’ expectations of price are achievable, even though there is still a shortage of property to sell.”
It would seem that what David values most highly is high values throughout the company and most certainly amongst his team. “We are a very strong team, and we even get together out of the office on a regular basis. But above all we keep our heads down and do our thing well.”
Will David ever expand the brand outside Brighton and Hove? “No, local knowledge is what makes us special, and repeat business is the vast majority of what we do, especially in Lewes Road and Woodingdean. Family links are vitally important to the way we have grown and outside the area we would certainly lose that.”
Finally, is David a hands-on kind of boss? “He certainly is,” his team tell us. “We have a buddy system to cover each other’s clients so there is always a senior person on hand to deal with clients’ needs. David is as much a part of that as any of the managers.”
“My team are essential to the success of the company and they are all gradually being encouraged to take more ownership of the business,” David concludes.
It’s clear to see why David Maslen was the obvious choice for his recent accolades and he certainly has earned them.
“I have known David a long time. He has always had high standards in his practice. I was pleased when he applied to join the Association some years ago and was then voted onto the BHEAA Council. Winning this award is a testament to his approach to doing business. Well done David!”
Paul Bonett F.N.A.E.A., Dip D.E.A, Director, Bonett’s Estate Agents
(past BHEAA President 2006)
“David and his team epitomise the true objectives of the BHEAA, which is to attain high standards of competence and to promote good practice at all times. Not only that, but the David Maslen ‘brand’ is recognised by both Association Members and the general public as one of quality and trust. The BHEAA symbol itself is a ‘kitemark’ for quality and should be one for the general public to follow. As with all agents, we cannot guarantee results, but appointing a hard working professional is always a good start”
Phil Graves (President BHEAA)
“I am delighted that David has received this award. I have enormous respect for him, both for the time and work he puts into training and the efforts he makes to increase the level of standards in our industry. I know only too well the importance of reputation in a highly competitive market place and, as a recent recipient of an award myself, I know the pride and gratitude felt in being recognised by one’s peers. His company is an asset to the city, a valuable part of Brighton & Hove’s commerce and a credit to our profession.”
Glenn Mishon (Mishon Mackay)
David Maslen Estate Agents:
176 Church Road, Hove, 01273 321000,
email churchroad@maslen.co.uk;
290 Ditchling Road, Fiveways, 01273 566777, email fiveways@maslen.co.uk;
39 Lewes Road, 01273 677001,
email lewesroad@maslen.co.uk;
62–64 Warren Road, Woodingdean, 01273 278866, email woodingdean@maslen.co.uk;
www.maslen.co.uk
