Laing+Simmons general manager Leanne Pilkington said building on the importance of brand and image, "a new and expanded emphasis on service and support has been the catalyst for evolution in real estate franchising".
"Franchising, not just in real estate, has changed, and franchisors must re-invent themselves to remain relevant," said Ms Pilkington.
"In the real estate industry, we are experiencing a shift away from the one-size-fits-all approach of some of the larger chains, which in some cases are reaching a critical mass in terms of their market saturation," she added.
"Franchisees are increasingly realising they have the opportunity to be more strategic when deciding on a franchisor to align themselves with, taking into account the way they prefer to operate their businesses, the support they require and the values they hold.
"In short, the most successful and strategic business people no longer focus solely on the brand and image of a potential franchisor, but rather the support, systems and culture the franchisor can provide,” she said.
As part of the move, Laing+Simmons has unveiled a new visual business framework (VBF).
The network believes that VBF provides a complete outline of the entire communication agents have with their clients throughout the lifecycle of that relationship, creating a powerful point of difference for franchisees.
It plans to invest in and roll out a coordinated suite of other initiatives including the VBF to re-engage franchisees.
Meanwhile, the establishment of a recruitment service for franchisees, in which Laing+Simmons not only sources but trains potential employees through its exclusive link with the Real Estate Academy, will target an area in which franchisees have expressed the need for support.
"The Laing+Simmons recruitment service for our franchisees goes further than a traditional service, in which employees are placed and forgotten, effectively shifting the burden of ongoing training and professional development back to the franchisee,” said Ms Pilkington.