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LJ Hooker Group’s boutique brand is gearing up to franchise “strategically and selectively” across the country.
LJ Hooker’s boutique brand is set to join LJ Hooker and Harveys under the franchised brand banner at the LJ Hooker Group, a statement has revealed.
According to LJ Hooker Group chief executive Christine Mikhael, it was a “steady stream of enquiry” that led them to consider franchising Atlas when they identified the right business owner.
“For several years, we’ve been building Atlas as a boutique brand based on high-performance agent teams and a framework to deliver incredible results,” Ms Mikhael said.
“Its success saw many top agents approach us wanting to open their own office but couldn’t find a brand that resonated with them or their marketplace, and would we offer Atlas as a franchise.”
With six Atlas offices in operation across NSW and Queensland, LJ Hooker Group has revealed its first transition of ownership as part of Atlas’ foray into the franchise space.
She also divulged that the group has identified “a number of very specific new markets around Australia where we know the Atlas brand will resonate and thrive, like it already does in Brisbane, across Sydney’s north shore and Byron Bay”.
Jarrod Perry has now taken on ownership of the Atlas Brisbane Inner South office, citing the people and leadership within the group as reasons for his allegiance.
“We really liked the boutique feel of the Atlas brand, the strategic direction of the business and the fact it was backed by the LJ Hooker Group,” he shared.
“I’m looking forward to our future and being part of Atlas’ growth.”
With more than $250 million in sales over the course of his career — and an extensive property and finance background, Atlas head of network Nick Georges said Mr Perry “was always on the radar” to join Atlas.
“Jarrod is a leader who places a big focus on creating a high-performance culture aligned to ours so that the agent experience is enriched, and they can reach their ultimate potential,” Mr Georges said.
He shared that the team he built in Brisbane’s inner east has now merged with Atlas Brisbane’s existing sales agents and support personnel, making “a team that is energised and will thrive”.
Ms Mikhael has acknowledged franchising as “at the heart” of the LJ Hooker Group.
“It’s a business model we have mastered, and, in fact, our founder Sir Leslie Hooker, introduced it to Australia in 1967 before global franchises, like McDonald’s, had made it to our shores,” she highlighted.
“LJ Hooker has always been, and always will be, our iconic brand, which our Atlas boutique brand in Australia and our Harveys boutique brand in New Zealand complements.
ABOUT THE AUTHOR
Grace Ormsby
Grace is a journalist across Momentum property and investment brands. Grace joined Momentum Media in 2018, bringing with her a Bachelor of Laws and a Bachelor of Communication (Journalism) from the University of Newcastle. She’s passionate about delivering easy to digest information and content relevant to her key audiences and stakeholders.
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