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Laforêt real estate network: buying, selling, renting, tenancy management

  • Immobilier /
    • Laforêt on the international market

Laforêt on the international market: aims and ambitions

Elix Rizkallah answers four questions

What do you consider Laforêt's strengths to be in comparison with other networks?

Laforêt's strategy is aimed at meeting its clients' need to be helped and reassured throughout their real estate project. And the Laforêt name itself (it means "the forest") has positive connotations. It is suggestive of nature, serenity and human closeness. Everywhere in the world, our name is easy to identify, which will no doubt help to extend Laforêt presence in Europe and across the globe. In France, franchisees are often called "Monsieur Laforêt", proof that behind the man is the power of a network at the service of its clientele.

Why do you want to develop the network on the international scene?

Real estate is no exception to the tendancy towards globalisation. If we want to continue to have a strong foothold in France and to attract a larger number of international clients, we have no choice but to go international. There are very few real estate businesses in this particular market sector. Initially, we want to develop our presence in different countries throughout Europe, starting with those that have the most in common with France and in which the real estate market and the franchising concept are not an obstacle. This is what we did in Portugal, Luxembourg, Morocco and Belgium. We naturally want to repeat these experiments in other European countries.

What will be the next steps in Laforêt's development outside France?

When you move onto the international scene, you have to show how you intend to transfer your franchiser's know-how and not simply that of the profession. It is essential to have an identical approach to that developed by the French network. Outside France, even if cultures and practices are different, the know-how we have developed is universal, which is why we are continuing in that direction. Laforêt has contacts in five or six European countries where it is likely to open several agencies simultaneously.

Is it possible for a real estate agent to open a Laforêt agency in a large city outside France without setting up a Master Franchise?

We are well aware that developing a master franchise does not require the same skills and financial resources as those needed to manage a real estate agency. Before setting up a master franchise, a real estate agent from Catalan might prefer to open a Laforêt agency in Barcelona, using some of the tools developed for franchisees in France. We are open to all possibilities.

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