The Group operates under the ‘Belvoir’ brand and its 142 franchised offices are all branded Belvoir. In addition Belvoir owns the trade mark ‘Student Living’ and it has granted two Franchisees the right to trade under this brand.
Maintaining high professional standards is crucial to the success of the Belvoir brand. To that end, the Franchisee recruitment process is lengthy and rigorous and once a franchise has been granted, Belvoir continues to monitor its Franchisees throughout the term of the Franchise Agreement.
Each franchised office operates under the Belvoir brand and is required to use ‘Belvoir!’ branded lettings boards and vehicles. In addition, national advertising campaigns are undertaken by Belvoir central office, which is funded by a contribution from each franchised office into the National Promotional Fund (NPF). Locally, Franchisees market themselves through local media including property portals, newspapers and lifestyle magazines, leaflet drops and local networking, spending on average approximately 5 per cent of their annual turnover.
Belvoir management regularly attend franchising exhibitions and Belvoir has won a number of industry awards in this area. In addition, Belvoir has a website which is run centrally, with each Franchisee operating a page on the website for its individual franchise territory. A Belvoir smart phone ‘App’ is also available to download for free and allows potential tenants to search for properties in their area directly through their smart phones.