Member Article

Interview: Fran Mulhall, GFW Letting

Jamie Hardesty catches up with Fran Mulhall, Regional Operations Manager at George F White Letting to talk about the firm’s growth into the urban property market.

Growing into areas as far reaching as Berwick and the coast from its Gosforth base, GFW Letting’s success as a nascent property agency runs deeper than its 29% year on year growth.

Part of the George F. White Group, the Letting arm was launched in 2013 to add an urban market option to the group’s rural roots. Achieving regulated RICS and ARLA status, the company has since built up an impressive client portfolio, managing over 170 properties.

A merger with Newcastle agent Davis Keep Ltd. in March 2014, enabled the agency to move into a larger Newcastle office space, extending its services from its Northumberland base.

With the property industry changing tenfold and clients diversifying since George F White was established in the early 1980s, the firm knew it needed to act relative to client needs and expand its offering to move with the times.

So what’s it been like growing a new brand within an established business?

Fran, the youngest studying member of ARLA in the North East, believes the firm’s high service standards are tantamount to its success as an upcoming agency.

She explained: “First of all, we pride ourselves on our personal, friendly service, where we operate in the best interest of our clients. We’re upfront and transparent about our fees to ensure our clients know exactly what they are paying for.

“Of course we have the GFW brand behind us but we’re striving to be up there with the best of property agents in the region. People in Newcastle, where we’re based, don’t necessarily realise the connection we have with GFW in Northumberland. We’re forging our own reputation as a leading agency in the urban market. Of course with the entirety of the GFW offering, I really believe we’re ahead of the curve.”

She continued: “The Newcastle property market is saturated although where we differ is in the knowledge and expertise that we have. We’re a leader when it comes to legislation and our reputation has grown overwhelmingly in the past year, it’s amazing for us when you consider we’re still a relatively new company.

Raising a profile in a saturated market isn’t easy, especially with an established brand associated with the firm although providing an entirely different offering in rural property. Therefore the firm’s success in managing properties in the North East from Darlington to Berwick is impressive. Moreover, the young agency has also enjoyed big contracts in its short life span.

GFW Letting became one of only two approved agents to partner with apartment complex St. Ann’s Quay, under its new ‘Lettings Charter’ scheme. The scheme supports the St Ann’s Quay management team in its drive to maintain the development as a prestigious, high quality and safe environment to live. This development marked an exciting step forward for GFW Letting as one of the recommended agents to work with in the region.

The company is also making a name for itself as a people-driven organisation, where women have a number of leading roles and apprentices are valued highly in the company’s long term plans.

For example, nineteen-year-old Adam Bishop has completed a successful level 2 apprenticeship in residential property letting and management and has since been offered a full time position as a property assistant. Following Adam’s permanent position, the firm now plans to bring more apprentices through the business shortly.

Moreover, on Friday evening, the region celebrated woman entrepreneurship and leadership in business, as the North East Woman Entrepreneur of the Year awards took place for the 16th year running. Fran picked up the Best Service Award, whilst Holly Armstrong, Director of GFW Letting won the Leadership Award.

Fran said: “I am over the moon to win the Best Service Award especially given the other nominees that I was up against. It’s a great privilege and also a reflection of how far GFW Letting has come since starting nearly three years ago.

“We focus on delivering a quality service to our clients which has been pivotal to the success of the business. Investing in people - male or female - is the lifeblood of the agency and I firmly believe we need to promote and celebrate women in business as much as we can.”

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