Franchise at the Top - Five Years in a Row

For the fifth consecutive time, Notar was earlier this year named Real Estate Chain of the Year by Hemnet. The business model is entirely based on franchising. What is it about the concept that customers appreciate so much? MäklarVärlden knocked on the door of Nina Gustafsson, who is responsible for the franchise operations at the agency.

NINA GUSTAFSSON STARTED WORKING AS a real estate assistant at Notar in 2007. Today, she works as vice president and is responsible for the franchise operations at the chain. She often jokes that she grew up at Notar.

- It's kind of true when you've been at Notar almost your entire adult life, with the exception of two years in property management. I've had a very exciting journey at Notar over the years, and I am very grateful for it.

When Notar was founded in Norway in the late 1980s, there wasn't much expertise in real estate sales yet. In Norway, it was mostly law firms handling real estate transactions, and it was at one of these firms that two young lawyers came up with the idea of focusing solely on real estate brokerage. However, their thoughts weren't well received at the law firm they worked at, so they decided to start their own company in 1987.

THE COMPANY BECAME VERY popular and grew quickly. In 1997, Notar came to Sweden, and the first office was opened on Linnégatan in Stockholm. The expansion was rapid, and just three years later, Notar had eight offices in Stockholm. In 2009, the Swedish and Norwegian parts of the company decided to part ways, and Notar Sverige AB was formed. Notar Sverige AB bought all the rights to the Notar brand in Sweden, and the company chose a new direction.

- Notar became a pure franchise chain, and the first office under new management opened in Hammarby Sjöstad. Today, there are nearly 180 Notar real estate agents spread across over 40 offices throughout the country and in Spain, says Nina Gustafsson, explaining that the company fundamentally has a strong corporate culture with two incredibly driven owners who also run their own offices and act as brokers.

- Everything is based on collaboration, transparency, and a constant pursuit of improvement. We encourage our employees to share ideas and constantly look for ways to improve the business. This culture of innovation and cooperation allows us to continuously evolve and adapt to market changes.

She also says that they never settle, always shifting into a higher gear.

- We always strive to put our customers' needs and desires at the center of everything we do. By offering personalized and tailored service, we can ensure that every customer has the best possible experience, whether they're buying or selling a home. It's fantastic to, for example, win the Real Estate Chain of the Year award five years in a row. We are incredibly proud and grateful for our dedicated employees who made this possible.

BUT THE RECESSION AND the tough market conditions have of course posed challenges for the entire industry, and Notar is no exception. Nina Gustafsson explains that they have been proactive in adapting to the changing market conditions.

- Our real estate agents have shown an impressive ability to adapt and continue delivering high-quality service to their clients.

She explains that Notar’s franchise concept is based on offering a strong and proven business model that combines the best of local entrepreneurship with the strength of an established brand. This allows the chain’s franchisees to benefit from Notar’s experience while running their business with great independence. The company also focuses on providing comprehensive support from the head office, including administrative and technical resources. The head office helps franchisees and brokers with everything from accounting and legal matters to IT support and customer service, enabling Notar’s franchisees to focus on their core business—real estate brokerage.

- As a Notar franchisee, you have the opportunity to run your business under Notar’s established brand while having the freedom to make decisions that best suit the local market and your own business.

The head office at Notar consists of a group of dedicated and professional employees who are always there for their franchisees and real estate agents. Our franchisees have a great opportunity to influence and be involved in many of the decisions made. We listen closely and encourage our franchisees to contribute suggestions and ideas that can improve our operations and make things easier for our employees.

Notar is currently in an expansion phase, which Nina Gustafsson finds incredibly exciting. The company is also growing rapidly and today has around 200 employees across the chain.

- Right now, much focus is on giving our newly started offices the best conditions for a successful start. Going forward, there are, of course, plans to capture more market shares, even outside of Sweden. We have many offices around Stockholm and other cities in the country, as well as on the Costa del Sol and Costa Blanca in Spain. And in a short period, we have opened several offices across the country and new offices in Stockholm. The goal is to grow steadily and healthily so that the management and head office can continue to provide good support for all franchisees and real estate agents, giving all offices the best conditions. I believe this is the key to a strong and successful company.

THE MARKETING FOR the chain’s franchise consists of two main parts: central marketing to strengthen the brand nationally and local marketing to reach specific customer groups in the various regions where Notar’s franchisees operate. The central marketing aims to build and strengthen Notar’s brand on a national level. This includes large campaigns that reach out through various channels such as Hemnet, digital platforms, and social media.

- You haven’t missed Notar’s beautiful hot air balloon flying over large parts of the country for the third year in a row, have you? The central marketing is handled by our head office and is designed to create a positive and recognizable image of Notar across the country, says Nina Gustafsson.

AT THE SAME TIME, WE provide franchisees with the tools and support to run effective local marketing. This includes targeted campaigns tailored to the specific needs and preferences of customers in their areas. Local marketing can include advertising in local newspapers, participating in local events, sponsoring local associations, and digital campaigns targeting local customer groups.

This strategy enables our franchisees to build strong relationships and a good reputation in their communities.

- Our customers include everyone from first-time buyers and students to families and foreign buyers who, for various reasons, want to invest in property. And we broker a wide range of properties, from small centrally located apartments to large villas with sea views. This variety is one of our greatest strengths. The main reason why customers choose to sell with us is our success as Real Estate Chain of the Year for so many years in a row and the fact that we are the chain that sells the most properties. This success gives our customers security and peace of mind, whether they’re selling a smaller home or a larger property. We are dedicated to delivering successful sales results for all types of properties.