Author: Seeff, 13 March 2017, News
CSI and Standing Out from Competitors.
There are moves globally to couple business with good community action – Richard Branson has been pushing the link between business and philanthropy within his own corporate structure, as well as calling for other businesses to incorporate a sense of social consciousness into their model of practice.
TOMS Shoes – basic cotton, cloth shoes became famous for their One for One model. Buy one pair of shoes and one gets donated to a child who needs shoes in a developing country.
South Africa’s own Wonderbag has initiated a Coalition of Action which calls corporates to join in coupling business with good action. They can sponsor Wonderbags to families in need in exchange for CSI credits. Wonderbag also offers a buy one give one model, making it possible to buy or just give - feeding the circle of purposeful business with a social conscience.
Corporate Social Investment encompasses projects that are external to the normal business activities of a company and not directly for purposes of increasing company profit (source, CSI Solutions). In this regard, CSI projects are not primarily driven as marketing initiatives, they are initiated purely from a space of the business owner wanting to make a difference – to impact change or be a positive force for good.
Seeff Richards Bay is one of the most successful branches in KZN. With over 26% of the market share, Seeff Richards Bay are leaders in real estate in their region – not only as a staple in their community but as an example of success in business that others aim to emulate. So what is their point of difference? Real estate is real estate – isn’t it?
“I think the point of difference,” says Elaine Chetty owner and licensee along with husband Sylvan, as well as recently nominated Chairperson of the Zululand Business Women’s Association, “is that we care – and we want that fact to resonate in everything we do. In this regard, CSI is a fundamental part of our ethos,” says Elaine Chetty, Director of Seeff Richards Bay and recently named Chairperson of the Zululand Business Women’s Association. “The projects we initiate come from our hearts. It’s an integral part of how we function as a business and as a team. We genuinely care about the community in Richard’s Bay, so CSI is a natural extension of that.”
Last year, Chetty’s team initiated a Random Acts of Kindness project, which took place over the period of the year, interspersed with projects supporting school kids, senior citizens, raising awareness for violence against women, or just offering a much needed sandwich to a person in need. They also have over 5000 followers on their Facebook page. A number directly linked to community support of a business that supports them.
Seeff Ballito is also known for having a genuine heart for community, and community caring initiatives. “CSI projects are a privilege to be able to initiate, says Tim Johnson, Marketing Director of Seeff Ballito – another of Seeff KZN’s most successful branches in terms of growth, year after year. “Our stated Seeff purpose is to ‘Empower people to prosper through property’, says Johnson. “We believe that this extends to the greater communities within which we are privileged to operate. We have a genuine belief that our success is measured by how we are viewed in our community and by the positive contributions we make. We actively engage with community organizations all of which are aimed at improving various facets of the community. We don’t just strive to be a respected real estate brand, our commitment is to be a pillar in the community.”
An ethos reflected all the way to Cape Town, where Seeff National supports education focused projects, funding interns from the PDI sector, creating bursary scholarships to assist bringing previously disadvantaged candidates into the industry. “Corporate social responsibility is of significant importance, as it demonstrates how a company takes a genuine interest in broader social issues that are not directly related to sales or profit,” says Ted Frazer, Marketing Manager for Seeff National.
“The heart of why we participate in CSI initiatives is the same heart at the center of our new advertising campaign,” says Dave Jones, Regional Manager for Seeff KZN. “With the Home is Our Story campaign, we really wanted to communicate what we as a company are really about.”
Branson and Collins, amongst other large business owners believe that good business cannot be practiced without a conscience, businesses who care become part of the fabric of community growth, because the intention for good is reflected in their business practice.
Engaging with community and coupling that with good business practice, has seen Seeff grow into one of the top 3 real estate companies in the country.