Lessons from… Small Batch Beer

I promised to lighten up – so here begins a three-piece series (or more if I like how this goes) of lessons from something in the day to day world.

I remember at the beginning of my drinking days the small selection of beer options for the younger drinker. There was a very small selection of beer. The brands were often owned by the same parent company, and within their respective categories, they tasted the same.

You could get beer in a brown bottle; Lion Red, Tui, DB Gold and Speights, or if you wanted clean and sparkly you might choose a green bottle like Stellar, Heineken or Steinlager.

Fast forward quarter of a decade, and the bottle stores and supermarkets have a proliferation of small batch, creatively marketed offerings. Every town has a microbrewery, it seems each suburb of the larger cities has its own microbrewery. Some are competing on the world stage and sometimes doing alright! Some of these microbreweries have been acquired by major players for eye watering sums and attracting investment interest.

The New Zealand market for craft beers has trebled in the past 5 years.

Around the country there is a proliferation of small businesses that are offering bespoke,  authentic products to discerning buyers, and so when I see a global real estate company  with 80,000 sales agents enter the market, an Aussie franchised company setting up offices  on every street corner, or when I see big national companies buying up other brands around  the country, I do pay attention but I don’t get overly worried.

What is my point (What is my pitch)?

The New Zealand real estate agency market is going to do what it is going to do, but I’m putting my money (yes, actually) on the fact that the public are smart enough to understand that big brands with unified branding are not necessarily going to get them a better result than someone presenting to them from the standpoint of a personally branded product.

The success of the transaction comes down to the people. First impressions count – the people – that’s you – transacting face to face are the ones who are going to be making the first impact. People want to deal with someone they like. If that test is passed, then the look and the feel of the company, assurances that the company can handle the job, and then maybe the tone and leadership that the business is founded on is considered. If that test is passed, then it’s time to do business! Independent Agent ensures that we communicate to our clients that we are trustworthy and reliable in a gracious and open manner to help our salespeople win the business.

Kiwis are purchasing craft beers in threefold quantities not just because they love the hoppy flavours, yeasty aftertastes, and quirky marketing. What Kiwis are craving is an authentic and genuine offering or product.

My team comes to me with great stories from their interactions. “We like that you are not one of the big brands” is a common sentiment. As I have said before, we are not going for market domination – we simply believe that there is room in the market for a little bit more choice and variety.

Welcome To Elena Grant and Alvaro Calderon

Elena and Alvaro have partnered with us, with a vision to offer customers and clients innovative and dynamic ways to sell developments and projects. Trading as 360 Property Group, another Branch of Independent Agent, the ‘Projects Team’ have already secured some great opportunities in the market. Both with backgrounds in running their own businesses in highly relevant fields, Elena and Alvaro bring professional high standards and plenty of experience to the table. We are looking forward to working with you to help you realise your vision.