DOGON GROUP PROPERTIES: Cape Property Sensation Thrives Through Pandemic

uxury property in South Africa is some of the world’s finest. Globally renowned architects, ambitious homeowners, and expert developers have created dreamy properties that are the envy of even the most prudent buyers across international markets. The country’s climate and natural spaces, complemented by busy and exciting metros – especially Cape Town and Stellenbosch – make for a brilliant market for realtors.

But it’s certainly not easy. Even with rich stock, South Africa faces challenges, with unpredictable exchange rates, volatile economic conditions, mass unemployment and erratic politics. Buyers have to be cautious, even in the traditionally successful markets around the Western Cape.

The pandemic has added a fresh new issue with buyers now on the lookout for space to work from home, and a balance between busy city and spacious countryside. Because of this, it pays to partner with the best – real estate agents that know the market and are familiar with the nuances of their regions.

Freehold property experienced 6% price appreciation since in the first quarter of 2021. Penthouse apartments and luxury flats have also experienced strong price growth thanks to privacy, security, and high-end finishes. Buyers from Gauteng and KwaZulu-Natal are looking to Cape Town and its Southern Suburbs for space and quality. Properties above R10 million across the Atlantic Seaboard have seen demand swell. For most estate agents, activity in the higher price brackets has been good, thanks to people’s new desire for more space as they work from home. This demand is driving the development of bigger homes on secure estates, and the market is becoming difficult to stay on top of.

In the Western Cape, Dogon Group Properties is a front runner and able to assist clients in the upmarket category. Established in 2002 by industry legend Denise Dogon, this is a company pushing the boundaries and delivering service excellence in every transaction.

Managing Director, Alexa Horne talks to Enterprise Africa about a new development which will take Cape Town by storm – The Fynbos, a magnificent new mixed-use building in the CBD’s heart.

“This particular project has a long history. The developer, Lurra Capital, architect and development manager drove The Fynbos to life. There will be similar projects in the future and we are excited as we have not seen anything similar to this scale or extent in South Africa. The community response has been awesome. People have been astounded, everyone but a few loves it. It’s a big change and is different – the city is going green,” she says.

The Fynbos is a 24-storey development with 689 apartments, a rooftop swimming pool, a fitness centre, a restaurant, a tea room, a bar, and a sunset terrace. But, the most appealing aspect is its biophilic nature. It is a truly living structure – the first real example in Africa – with Green Star Certification in process from the Green Building Council of South Africa. The building is wrapped with a 1200 m² vertical garden, made up of 30 indigenous species of trees and 20 species of shrub. Amazing environmental credentials help to further enliven this unique and vibrant building.

“There are extensive solar panels on every free surface – even vertical mounting on balconies. There is rainwater harvesting and double glazing throughout. It has large balconies for shading and private use. We have worked with a top-drawer team all round. The architect, interior architect, engineers of all disciplines and other consultants are those at the very top of their game – it’s a solid team that works very well together,” says Horne.

Compared to a traditional project, this development has pushed boundaries for those in the Dogon Group Properties developments division. More people, more moving parts, more ideas; it’s tough to manage. “Once in place though, it makes sense,” says Horne. “We are expecting residents to begin moving in phases in the second quarter of 2024.”

Dogon Group Properties describes the project as one which will blur the lines between nature and the built environment. With luxury studio units starting at R890,400, this development allows Dogon to stick to its mantra of offering the choice selection of Cape Town properties.

For Horne, this is a project that will encourage future developments that work alongside the environment. “It’s all about minimising the structure’s environmental impact and holistically enhancing life for residents,” she says. “Through energy efficiency, eco-friendly materials, and a deliberate awareness of its surroundings, The Fynbos leads the way for sustainable architecture that conserves the city’s biodiversity and reduces energy waste.”

AT HOME IN THE CAPE  

Dogon Group Properties has set itself apart as a real estate offering through alternative innovation and marketing. Focussed on high-end property, and experts in Cape Town and its surrounds, Dogon is known for a revolutionary approach to business.

When the first office opened on the Camps Bay beachfront, it was unlike any other estate agency with lounge space, televisions, modern décor, and a fleet of Mini Cooper cars outside. There was also a modern and very user-friendly website which, for South Africa at the time, was visionary.

The business grew fast and quickly became recognised as the region’s industry leader, consistently achieving record prices, including the most expensive property sold in South Africa, a R290 million home in Bantry Bay in 2016.

Following an economic slowdown as a result of the pandemic through 2020, the industry and the company are once again on the move, and, as always, Dogon is leading the way through a relationship-based approach.

“Our business has been built interaction by interaction, proving that relationships are the bricks and mortar to success,” states Horne. “Being in a league of our own isn’t about being set apart – but rather staying connected to the heart of it all, paving the way for others. Our powerful brand is bolstered by an incredible sales team and very loyal admin and support team.”

While important, technology and processes are only secondary supporters of people at Dogon, and people are what makes the company great. Asked plainly what separates Dogon from the rest, Horne’s response is unmistakable: “Our people,” she confirms. “We pride ourselves on service excellence and holistic relationships nurtured over decades.”

These relationships have been built by Dogon’s people over many years and this keeps Dogon in pole position.

“Cape Town is our main selling arena; however, we list properties via our nationwide network that we know will appeal to our client base,” says Horne. “Dogon’s longstanding Atlantic Seaboard and City Bowl success is wholly attributable to our teams who continue to dominate in those territories via synergistic relationships. I’ve personally had numerous requests recently to source homes for company executives relocating to Cape Town from up north. My most recent request was sourcing a Constantia wine farm for a long-standing Dogon client. As a group, we’re currently spearheading 29 developments in niche areas across the city, and because of the prominence of those areas, we’re connected to both national and international elite.”

These elites are tempted into famous Dogon offices around the region thanks to innovation and clever marketing, helping to again set the business apart from others.  

“We have two main offices, our futuristic flagship office in Sea Point and our new Claremont office which is more than double the size of its predecessor and accommodates our ever-growing team in that territory,” says Horne.

COVID PIVOT

With face-to-face viewings and appointments in branch cancelled during the strict South African lockdown in early 2020, some real estate agents were left reeling, unsure about how to work effectively, and slow to react allowing buyers to migrate to competitors. For Dogon, change was quickly counteracted with ambitious new models and ideas, and a switch to a digital approach.

“We pivoted; stayed flexible and tenacious,” states Horne. “We basically just made plans. From getting sellers to conduct video walk throughs when restrictions didn’t allow viewings, to agents conducting Facetime viewings, we had to think out of the box – and our results show it. Construction was halted on several of our developments but due to excellent planning they’re now all underway and on track for completion.

“The initial hard lockdown was a shock to everyone and of course we had to reign in our spending,” she adds. “The first thing I did to keep the ship afloat was ensure that everyone was adequately set up to work and function optimally from home. Prudent decisions were made and despite it all we had 16 new agents join us during lockdown. It was business as usual – albeit operating very differently.”

This is perhaps the clearest indicator of a business that was organised well, while also being ambitious. Adding new staff, in a time where unpredictability was the nature, shows power that others simply do not have.

“Dogon’s stellar sales and rentals during all lockdown levels is testimony to our ability to adapt and create success during the pandemic. When many businesses were folding, we not only survived, but grew through capturing competitor market share,” continues Horne.

“Personally, I was challenged by managing anxiety of the unknown and creating a structured environment for my two children. In terms of Dogon, it was pivoting a business heavily reliant on face-to-face interactions.”

STRENGTH TO STRENGTH

When Denise Dogon handed the reins to Alexa Horne, the brief was clear: Expand company success from the Atlantic Seaboard across Cape Town’s Southern Suburbs. This vision has been achieved, even through the challenging market conditions that have prevailed through 2020 and 2021, and the appetite for luxury property has continued. For Dogon Group Properties, work on the Fynbos development alongside others in the region, will help to drive business over the medium-term and beyond.

“Slowly but surely Dogon has won market share from other Southern Suburb agencies. We’re growing from strength to strength,” Horne smiles. “Our plans are sustainable expansion with an emphasis on quality service and employing the right people. Focused on that, growth is inevitable. Another core focus is cultivating our development team. Their exponential success is incredible, and we have numerous exciting developments in the pipeline. We don’t aspire to be the biggest agency, nor do we aspire to be everything to everyone. Size and domination are overrated and come with their own set of problems. Dogon is a dynamic group of individuals – we love what we do and we’re able to pivot quickly in ever-changing environments. Herein lies our power.”

Horne is keen to ride this wave and continue investing in growth. This means attracting more brilliant people to join the experienced and determined team. A modern leader, she is only concerned about people’s abilities and what they can bring to the team. This is clearly another driver of the company’s success.

“I support anyone with the right attributes to join our team – motivated, hardworking, and an eagerness to learn. My new PA, for example, was appointed well into her pregnancy. She was quite shocked! But why wouldn’t I appoint someone that’s such a great fit and with all the requisite qualities? As a mother myself, I am of course incredibly supportive of workplace mothers and women. I like to think I’m supportive of everyone. I have an open-door policy with my staff and with women especially, I always encourage them to master what they have – then innovate.”

For many agencies right now, pressure on cost has been overwhelming. The challenges of the pandemic combined with a changing marketplace have resulted in many turning to technology in a bid to replace people and reduce costs. This is not a strategy which Dogon will take, and Horne is clear that success in this industry, especially at the top end, comes from relationships which are nurtured by human beings.

“Digital technology will never replace human interaction – especially at the level where value adds in the luxury sector, like personal service or skilful negotiation, are required. But yes, we do embrace technology with all its innovations and advancements. At Dogon we control tech. It doesn’t control us.”

With developments including the Marlo, Alpha One, Station House, 26 De Longueville, Steenberg Green, and of course, The Fynbos alongside many more, Dogon continues to enhance the Cape Town skyline while bringing high-net worth individuals to the region. Its national and international networks, innovative marketing, sterling reputation, and devoted leadership are sure to continue delivering for clients. Horne is not distracted and remains committed to the strategy.

“To avoid complete depletion of your energy you can’t waste time on things that aren’t deserving of it. Don’t focus too much on the competition – be mindful of their market share and what they’re doing right – but stay true to your own strategy,” she concludes.