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Posted:13-January-2021

Interview with Gary Norman of Northwood, Southport

Name: Gary Norman
Location:
Southport
Franchise:
Northwood
Opened:
July 2013

Why did you go down the franchise route? And why did you choose Northwood?

Business start-up is risky, particularly in the current climate. Investing in a well-found franchise can minimise the risk by helping accelerate business growth and provide robust back-office support, thus allowing a franchisee to concentrate on winning customers. In a former career I was used to taking orders and following standard operating procedures. Northwood has finely-tuned processes and procedures developed over 20 years so there was no need to write my own. All I have to do is follow the manual and I will succeed. I chose Northwood as I share their values – honesty, integrity, trust and respect, which I consider essential in a service industry that remains unregulated. Northwood is a founder member of SafeAgent and they work closely with bodies such as the Property Ombudsman in helping forge a much-needed regulatory framework. It was a reassurance to know I’d gone through Northwood’s rigorous selection process rather than simply prove I had the funds to invest.

What did you do before taking up a franchise?

I was a senior logistics officer in the Royal Air Force. After 23 years’ service it was time to give the family some stability. My wife and I had been long-standing landlords and tenants, we knew the local property market well, and that there was room for an agent with a fresh approach. I guess Northwood spotted transferable soft skills relevant to my new role. To my mind being organised and having an eye for the detail are essential. Spinning plates is an analogy I used to describe my role as a logistics officer. As a franchisee with Northwood the role is very similar; they’re just different plates!

How did you raise the finance?

Taking voluntary redundancy gave me the opportunity to make a substantial contribution. However, the bank was the key contributor. HSBC was keen to support us, such was the high regard they have for the Northwood franchise.

What training and support did you receive initially and ongoing?

Northwood provides training for life and it’s free at the point of delivery. From induction training to degree level accreditation, Northwood not only promotes self-development, but provides it in-house in a number of innovative and accessible ways. We also have an active on-line forum where key information and best practice is shared in ‘real time’.

What is a typical day for you as a Northwood franchisee?

I hate routine and that’s the great thing about running your own business; no day is typical. That said, you wear many hats and for me the day always starts with the accounts. It’s essential to have a firm grasp of the finances as the day’s activity is dictated by your bank balance. My business is built on reputation; principally the quality of our property management. Therefore, we need to keep on top of maintenance issues and so this is a daily priority. Retaining existing business is essential but so is winning new custom. Marketing, following-up on enquiries and building brand awareness locally are all key daily activities. At the end of the day the main office lights go off, the jazz goes on and I enjoy the opportunity to tie the loose ends.

What challenges have you faced?

My wife always said my biggest challenge would be dealing with members of the public, having spent 23 years cocooned in the Air Force and how right she was! Time pressures, prioritization and overcoming inertia when in unfamiliar territory have been amongst the other challenges I’ve faced. However, with a Northwood franchise you never have to face them alone. As well as an outstanding franchise support team behind me, I have an extensive network of franchisees to draw on as well. We often refer to the Group as the ‘Northwood Family’ – an entirely appropriate title in my opinion! Challenges are numerous and, with this in mind, it’s important to celebrate success however small. A key event for us is securing a landlord’s instructions and receiving the keys to the property. In the early days we held a ceremony at the key cabinet; another key meant more business, increased revenue and one step closer to profitability.

Has becoming a franchisee changed your life, if so how?

Time is now short (another 24 hours in a day would be nice) but it is my own. I’m the master of my own destiny and I’ll live or die by my own sword. However, I feel part of a tight-knit business community where my contribution is valued. Ultimately, the journey has been immensely rewarding and that would not have been possible without Northwood at my side.

What marketing/promotional tools do you use to grow your franchise?

Having no background in marketing I was clueless to the extent I thought by merely opening the door and placing the odd local newspaper ad, customers would come flooding in. Surprisingly they did to begin with but guess what… Networking, on-line presence and social media were all alien to me given the need to keep a low profile in a former life. Not anymore! I enjoy a huge advantage with the benefits of a first-class web site and a progressive national marketing campaign provided by Northwood. That said a local presence is just as important. We canvass in our key area regularly; I work hard at networking through Business Network International (BNI); and we’ve been committed to moving our Google ranking to number 1 or 2 locally by keeping our social media input fresh. However, there’s still lots more to do, the innovation for which always comes from within the Northwood network.

What differentiates Northwood from the competition?

Product offering and approach differentiates Northwood from the competition. Northwood’s Guaranteed Rent is unique, the spin-off from which is a unique approach in terms of unparalleled customer service.

In your opinion, what makes a successful franchisee?

Brand image, a proven track record, quality products and services together with a genuine unique selling point provided me with the head start I invested in. It was then up to me to believe in the business model, follow the manual, and maintain a positive mental attitude. Energy, commitment, self-belief and thick skin also help!

What advice would you give to someone thinking of buying a franchise?

I approached our start-up in a similar way to an operational tour with the RAF – I was prepared for many challenges, long hours, a little stress, but huge rewards in terms of job satisfaction (and perhaps even profit) at the end of it all. I know it’s a cliché, but cash is king so make sure you have plenty of working capital. Health is also crucial as there’s no such thing as a duvet day as a franchisee, at least not to begin with.

What are your plans for the future?

I’ve maintained a mental image through start-up of what I want to be; fit, healthy and tanned. To achieve this we need to grow, break-even, become profitable and then I can begin to regain my work-life balance and all done on my terms.

Would you do it again?

Yes, definitely! In year 5 we will begin the feasibility study for the purchase of a second territory with Northwood (assuming they approve and the territory is still available). Hopefully I’ll have made all the mistakes, learnt all the lessons, and have in the blueprint for success – if only…

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