The Laforêt Immobilier network

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Clarity, conviviality, efficiency

Laforêt Immobilier is the meeting of minds of two men - Patrick-Michel Khider and Bernard de Crémiers - when they were studying law. They soon realised that they shared the same values and same convictions. In 1981, they opened their first real estate agency in the northern suburbs of Paris.

They soon came up with an ambitious project: to create and develop a major real estate brand. They started experimenting with new selling methods based on three core values:

• clarity, which means providing clients with all the information they need to make the right decision;
• conviviality, which creates a climate of reciprocal trust;
• efficiency, which bases the relationship on professionalism and sound business practices.

Their methods proved successful. Patrick-Michel Khider and Bernard de Crémiers soon opened five new agencies to experiment with. In 1991, they launched their franchise network.

The first thing they needed was a name. They chose Laforêt, a French family name, easy to remember and which people would be immediately attracted to, followed by Immobilier, which means Real Estate, so there would be no mistaking its purpose.

Next they needed a content. The choice naturally went to the human values shared by the founders and put into practice by the first franchisees.

Brand awareness was the next step. Day after day, month after month, year after year, Laforêt has increased its know-how, professionalized its methods and developed its competence to help its clients' to realise their real estate projects.

The last step was to choose its partners: people who share the same human values and mostly come from fields other than real estate, in order to inject new blood into the profession.

The strength of the project and the power of persuasion of the two founders enabled Laforêt to expand rapidly. By 1995, it had 100 agencies, with 200 in 1999, 400 in 2003 and 800 in 2007. In 2005, it crossed the French border and opened its first agency in Portugal, followed by second in Luxembourg in 2006. The next countries on the agenda are Morocco, then Spain, Germany and Italy.

In 1996, Laforêt Immobilier became affiliated to S.I.F. (Services Immobiliers de Franchise), a member of Fédération Multivilles, an urban improvement association, giving it the additional impetus needed to become one of the leading real estate networks in France and in Europe. Fédération Multivilles includes companies working in real estate, learning, insurance and interior landscaping.

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