NEWSFLASH exclusive: NAEA and ARLA announce launch of Propertymark

| Rosalind Renshaw

A new ‘stamp of approval’ for the industry, Propertymark, is being launched today by NAEA and ARLA, largely taking the place of the National Federation of Property Professionals brand.

The organisations say the launch of Propertymark, exclusively revealed by EYE, alters the emphasis from industry-facing licensing to consumer protection.

Member agents will have new logos to use and there will be a #LOOKFORTHELOGO campaign.

An explanatory booklet says that the National Federation of Property Professionals has no public recognition.

The booklet says: “NFoPP is not known to consumers at all, and a recent survey has revealed that even consumer-facing ARLA and NAEA have only about 20% awareness with consumers.”

NFoPP will still remain as the legal entity for the organisations within it, as registered at Companies House, but from today will trade as Propertymark. NFoPP will no longer appear on any branding.

The NFoPP Awarding Body will become Propertymark Qualifications, with successful candidates receiving Propertymark Qualifications certificates from the beginning of next month.

What has been known until now as NFoPP Regulation will become Propertymark.

In today’s official launch statement, NAEA and ARLA say: “Having listened to our members, and given the significant challenges the industry is facing, it is clear, now more than ever before, the public needs far better understanding of how to choose a property agent that has the consumer’s interest at heart.

“The new focus unifies the two organisations as ARLA Propertymark and NAEA Propertymark.”

David Cox, ARLA Propertymark chief executive, and Mark Hayward, NAEA Propertymark chief executive, said: “Having a home is the most important issue for consumers and our members are there to protect and guide people with their property transactions.

“At present, customers don’t know where to go for advice or can’t be sure if they are dealing with a professional. We are changing this.

“We will reach out to customers directly so they recognise Propertymark and understand that by using a Propertymark Protected agent they and their money are safe.

“Propertymark is a stamp of approval for consumers when they seek professional property expertise in buying, selling, renting, leasing or valuing a property.

“It stands for protection for the consumer, and offers the highest standards and qualifications among property professionals.

“Propertymark Protected agents have opted for regulation in an unregulated sector, and provide reassurance for consumers as well as protection against rogue operators.”

The launch of Propertymark will also affect NAEA and ARLA sister organisations – Association of Professional Inventory Providers; Institute of Commercial and Business Agents; and National Association of Auctioneers and Valuers.

APIP will become known as ARLA Inventories, ICBA becomes NAEA Commercial and NAVA becomes NAVA Propertymark.

 

NAEA Propertymark (1) (1)

 

ARLA Propertymark (1)

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39 Comments

  1. smile please
    February 9, 2017 at 10:22

    Flogging a dead horse.

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    1. Mark Walker
      February 9, 2017 at 10:23

      Dead cat bounce?

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      1. Bless You
        February 9, 2017 at 10:26

        But purplebricks use trustpilot and so it must be true. 5*

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  2. Mark Walker
    February 9, 2017 at 10:23

    I’d like to thank NFOPP for taking this opportunity to acknowledge my services to the industry.

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    1. Ric
      February 9, 2017 at 10:41

      Haha like it.

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  3. dave_d
    February 9, 2017 at 10:32

    They’ll be no agents to join this unless NAEA & ARLA pull their fingers out and do something about the lettings fee ban.

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    1. agent34
      February 9, 2017 at 11:12

      NFOPP..ARLA…NAEA

      are they really necesary

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      1. PeeBee
        February 9, 2017 at 16:49

        I would have to suggest that their Members must think so – else why pay their Subs?

        (of course in many cases we know the answer to that question already…)

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  4. smile please
    February 9, 2017 at 10:32

    “Propertymark Protected agents have opted for regulation in an unregulated sector, and provide reassurance for consumers as well as protection against rogue operators.”

     

    OR

     

    Some agents think a logo buys credibility. As a number of naea, arla members do break the terms of their binding agreements and rarely anything is done.

    For evidence please see the expose regarding Russian money laundering on prime tv, portal juggling which continues, touting of stock and door knocking, not all offers put in writing, abuse of boards being put up.

    Would also be a lot clearer if “Propertymark” made it clear their qualifications are only for their organisation. They develop them and they profit from them.

    *I will now step down from my soapbox*

     

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    1. new life
      February 9, 2017 at 11:06

      Well said

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  5. Rebel
    February 9, 2017 at 10:36

    Point of order.

    Am I allowed to write “load of old ****” on here?

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  6. SarahP29
    February 9, 2017 at 10:37

    Particularly if you are a letting agent in Wales now, what exactly is the point of ARLA? We have to be licensed with Rent Smart Wales, staff have to attend training etc and I’m sure it is only a matter of time before the rest of the UK follows suit.

    Over the last few months, consumers in Wales have become more aware of RSW (thought RSW did take their time in getting the message out!) We have been asked many more times in the last few months if we are licensed with Rent Smart Wales than we have ever been asked if we are members of ARLA ( In fact, in my 12 years in the industry, I don’t think have ever been asked if we are ARLA members!)

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    1. smile please
      February 9, 2017 at 10:41

      Hi Sarah,

      Not knowing anything about RSW could you give us a brief run down, aims, objectives and most importantly costs.

      I am sure you are right will head this way.

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      1. SarahP29
        February 9, 2017 at 11:06

        Sure. All landlords and agents in Wales now have to be registered and licensed (only let only landlords have to be licensed, Landlords who use a managing agent do not need to train and get the licence, but they still have to register)
        The aim of the new law is to ensure that people and companies looking after the day-to-day letting and management of domestic tenancies in Wales are suitable to do so and are trained in their obligations.
        So, to operate (legally) in Wales now, us agents have to hold a licence, which involves all staff attending training and passing an exam, we then have a Rent Smart Wales Licensed logo to use on all of our literature/ marketing etc.
        Costs vary depending on size of company but range from £2,000 -£6,000
         
        https://www.rentsmart.gov.wales/en/faqs/#15
        If the rest of the UK follows suit with mandatory licensing, I can’t see the relevance of ARLA.

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        1. new life
          February 9, 2017 at 11:10

          Long overdue if you ask me.

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        2. PropertyIndustryPerson
          February 9, 2017 at 12:35

          FYI SarahP29, I have noticed within the Fee Policy: https://www.rentsmart.gov.wales/Uploads/Downloads/00/00/00/28/DownloadFileEN_FILE/Fee-Policy-for-Rent-Smart-Wales-from-25.4.16-Website-Download.pdf, that there are discounts for member of a professional body. Additionally I understand members of ARLA & NAEA can obtain discounts on some of the CPD that is required.

           

           

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          1. SarahP29
            February 9, 2017 at 13:40

            Agreed, but I’m sure that could be challenged at renewal, meaning, if the agent was deemed good enough to hold a licence for the previous 5 years with RSW, has Client Money Protection and a client account healthcheck, why should they be treated any less favourably than an ARLA member on fees? RSW requires every single staff member involved in lettings to attend and pass the exam before that agent gets a licence, more than can be said for ARLA joining requirements. So I will certainly be asking at renewal (if ARLA are still around then), what is ARLA offering to warrant a discounted rate at renewal?

            In any case, holding membership of ARLA just to obtain a few hundred pounds discount on things like this and TDS is not a strong enough case to remain a member for me. We too have cancelled our membership and it has not had any effect on business.

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  7. lettingsguru
    February 9, 2017 at 10:44

    OMG! I don’t see ABTA and ATOL in travel agency circles re-branding themselves to #lookforthemark!

    Safe Agent did a pretty good job, but seems to have fallen off the radar a little, but NFoPP this is a waste of money.

    Use the money to keep at Government to get all agents licensed, qualified with CPD, client money protection etc and try and restore some faith with the general public that 99.9% of agents are good, and there are a few that ruin it for the rest of us.

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  8. new life
    February 9, 2017 at 11:09

    I chose to stop my mebership of ARLA last year I havent become a bad agent overnight or lost any business over it!!

    Seem like a complete waste of members money to me but then again what have they actually done for their members recently??

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  9. wardy
    February 9, 2017 at 11:12

    I think its a stunning logo, sure to catch the public’s imagination and will be almost immediately recognisable as a mark of quality for it’s member agents. Best of luck chaps.

    Can someone wake me up when we are fully regulated please?

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  10. new life
    February 9, 2017 at 11:13

    Logos are snazzy though (not) I bed the boards children were busy over the weekend designing those. LOL

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  11. agent34
    February 9, 2017 at 11:14

    again!

     

    do we actually need them

    what are they for

    what do they do for our annual fees

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  12. PeeBee
    February 9, 2017 at 12:23

    What a pity that they hadn’t come up with a hashtag that couldn’t be used for the multitude of other purposes that #LOOKFORTHELOGO has already been strapped to.

    But – that would involve someone at NAEA Towers having a nanogramme of initiative – wouldn’t it?

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    1. Ric
      February 9, 2017 at 12:36

      True….. #NFLOPP

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  13. Essjaydee51
    February 9, 2017 at 13:16

    I love it, we are soon to lose a small but not insignificant revenue stream and they decide to bring in another body to which we will no doubt have to pay into until they realize it isn’t working and then in comes another to take its place, who are these people!!

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  14. Ben the Badger
    February 9, 2017 at 13:23

    Surely this is what the NAEA Council was assured when the ‘takeover’ of ARLA was agreed?

    There were many Councillors who were unhappy at the way it was foist on the Association but assured that the NFoPP, and its Board, was merely the legal holding company which would never be used in any publicity material.

    Many senior members of Council voted against the whole approach which was solely cobbled together to overcome grass roots eluctance within ARLA.

    I was not alone in my concern.  It has taken long enough to realise that an unnecessary – and no doubt expensive – mistake needed to be reversed!

    BTB

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  15. docklander52
    February 9, 2017 at 13:50

    Any other ARLA members for whom this is the first they have heard about this?!

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    1. SarahPercy33
      February 10, 2017 at 11:20

      Bolt from the blue!

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  16. Tuf Luv
    February 9, 2017 at 14:21

    “At present, customers don’t know where to go for advice or can’t be sure if they are dealing with a professional.” Get your sh*t together Dave.

    Jeez my heart says cut them some slack. Head says no but it’s that pang, deep down in my left middle finger that says…

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  17. AgentV
    February 9, 2017 at 14:29

    Will the online lister fraternity, who are also members, be entitled to participate in this ra ra fest of rebranding? Isn’t it supposed to be all about helping choose a property agent who has the consumer’s interests at heart ?

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  18. smile please
    February 9, 2017 at 14:47

    I will try and make this my last moan of the day on the subject….

     

    Agents need to remember NAEA etc are a for profits organisation they are not that interested in the industry, certainly not in policing it.

     

    AND

     

    They missed a massive chance to make themselves relevant and increase membership.

    If they came out in support of FULL SERVICE ESTATE AGENTS and championed the benefits of using them and help educate the public why online listers are bad news, they would have seen their numbers treble overnight and been endorsed throughout the country.

     

     

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    1. PeeBee
      February 9, 2017 at 16:43

      …but of course that will never happen, as some of their Members are – and no doubt more will become – Call-Centre Agents.

      When the MD/whatever of the Association tips up as a speaker at a CCEAs ‘National’ Conference you know where the NAEA see the butter on their bread.

      Looks like we should have gone for it and built the successor back at the end of 2015 when the subject was at a heightened state of discussion, smile please.

      Compared to present and incoming organisations – we’d have swept the board.

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    2. AgentV
      February 9, 2017 at 22:18

      They should have stood up for something, but hey decided to take the money instead!!!

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  19. claris
    February 9, 2017 at 16:32

    Forgive me – but weren’t NAEA and ARLA with the Ombudsman Scheme supposed to regulate the industry? Have I missed something?

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    1. PeeBee
      February 9, 2017 at 16:45

      Missed something? – no.

      Dreamt something? – I believe so.

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  20. Certus
    February 10, 2017 at 09:08

    They are really losing the plot, serve no benefit to me and I honestly don’t know what I get for my membership fee. All these layers of logo/brands & parent companies looks decidedly dodgy to the public when NAEA licenced agent should be enough. And as Smile Please stated – pick a side and do something for it.

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  21. SarahPercy33
    February 10, 2017 at 11:18

    It was the first I heard of it and I am deeply concerned as to why we needed to re-brand. We have been trying for years to get the public to recognise the ARLA brand and now we are changing it.  All headed paper and business cards are going to have to be changed eventually.  When corporations start rebranding this usually smacks of desperation. As a long standing member I needed ARLA to protect my business interests with regard to administration fees …….. instead they are wasting money rebranding.  Not happy and not sure I will be renewing my membership especially with the cost of my annual audit that is a requirement but I am quite certain other ARLA agents don’t stick to the rules! Not happy at all.

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  22. Peter
    February 10, 2017 at 12:40

    For what it is worth I am on board with this one. I think it is a good idea that all our connect bodies work as one when educating the public about our profession and the benefits of using member agents. It would though need more than just new window stickers and leaflets, I received my stock this morning, so optimistically looking forward to knowing how “propertymark” plan to achieve this. I will do my bit, now you do yours.

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  23. IHS
    February 10, 2017 at 23:04

    It is a pity they don’t seem to have provided downloadable logos if they want members to change their branding as soon as possible

    Report
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