An important goal is to establish IREM in the South African property and asset management industry and produce more Certified Property Managers. So far, the chapter has been seeking sponsorship for the CPM education for those ready and willing to take that journey, thereby providing CPM certification at no cost to candidates.
Going into 2023, however, Sarah sees a different journey. “We’ve already laid the foundation for IREM membership,” she says, and now the chapter wants to re-launch marketing efforts to focus on IREM membership benefits. “The strategy is intentional, and we want to showcase members and what IREM can do.”
Partnerships
Partnering with industry organizations can help IREM South Africa reach membership goals and the exposure the chapter needs to get the attention of real estate influencers. SAPOA, or the South African Property Owners Association, is one of the organizations Sarah and her team are interested in building a strong relationship with. “By partnering with SAPOA, we reach property owners, who are more likely to appreciate the need for certified property managers to manage their portfolios either directly as their employees, or through CPMs working for managing agents. Certification provides assurance that they’ve handed over their assets to someone who knows what they’re doing,” says Sarah.
Certifications also amplify credibility for asset and property managers. “It’s still a struggle – asset and property management is not seen as a profession of choice.” Sarah and her team hope to change this narrative through outreach programs, beginning at the university and even high school level.
Member engagement
Members, of course, are the beating heart of IREM. So it makes sense that membership engagement is a critical activity for chapters all over the world. Engagement helps members understand the benefits of being an IREM member, and it’s not just about certification.
“There are a lot of members with entrepreneurial ideas,” says Sarah, “So we’ll be relaunching bi-monthly member meetings, as to instigate a solidified community.” The chapter is trying hard to focus on what members want from chapter programs and how the chapter can best support its membership. With this understanding, the chapter can start developing programs designed specifically for them, and build engagement.
Unique issues in the South African markets
In South Africa, unemployment is very high. 2021 ended with a 33.56% unemployment rate. And asset and property management is not yet seen as a career of choice, particularly among the previously disadvantaged groups who may not be aware of the opportunities property and asset management offers. In a country where there are not many property and asset managers to begin with, most of them end up in this profession by chance.
Sarah would like to work on changing this while also promoting IREM to current and potential property and asset managers. “In South Africa, property and asset managers have been reluctant to accept IREM because they don’t understand the benefits.” But with the current economic climate, and the extraordinary opportunities for property management in South Africa, the climate could change to embrace IREM membership.
Big goals for 2023
Sarah says “This year, we’re going big.” Her chapter has developed a strategy to make South Africa an IREM country. To get there, South Africa must launch two more chapters. And to launch a chapter, 10 CPM members are required. The South African province of Limpopo is almost ready to open an IREM chapter. Holding workshops in the province will surely lead to additional CPMs, two at least, at which point the Limpopo province can apply to IREM headquarters in Chicago to open a new chapter.
Later in the year, they’re going to Cape Town. “There are property managers there, they just don’t know about IREM,” she says. Her team is also reaching out to companies that already employ IREM members to tell them about IREM and IREM membership. On her side is the fact that IREM members often have influence in their companies, paving the way for more IREM members.
AMOs, two
With no AMO’s in South Africa, Sarah’s looking to get two this year, and has already identified those companies. There’s also been an interest from government agencies, which have employees struggling with bridging the gap between property management theory and practice. IREM’s “skills-on-demand” courses are helping introduce them to practical applications that work to help them become better property and asset managers.
IREM HQ leaders return
IREM HQ leaders have long been excited about the opportunities South Africa holds for the real estate management profession. Opening the IREM South Africa Gauteng chapter opened the door to these new markets, which could really use the certifications and education IREM provides. To continue building momentum, the IREM leadership team, which just made a trip to South Africa in September 2022, is returning later this year. They believe in Sarah and want to help; under her leadership, there are no limits to what IREM and the Johannesburg chapter can achieve.