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The value of tradition and heritage in a digital world.

During the past decade, much has changed in the way business is conducted and ongoing technological advances are irrevocably
transforming many sectors, but the core principles of business remain the same and brands that continue to uphold them will
always have the edge.

This is the firm belief of Richard and Sue Pinker, husband and wife real estate agent team for Lew Geffen Sotheby’s International
Realty in Midrand for whom these fundamental principles were a key consideration in their choice of agency when they entered the
industry.

“Technology has undoubtedly revolutionised the property sector by ushering in the era of time-saving convenience, but no amount
of digital innovation is as important as prioritising your customers and always striving to offer the best possible service delivery.
This is especially important in our industry because buying property is as much an emotional investment as it is a financial one.
Buyers are not only investing in bricks and mortar; they are buying a home whilst sellers are handing over not just a house, but also
years of memories and attachments.” It’s for this reason that the strong heritage of the Sotheby’s brand appealed to them.
“Heritage is much like respect, it’s an elusive and hard-won asset that cannot be bought or easily acquired overnight; it can only be
earned over time through careful nurturing, authenticity and sincerity.”

Founded in 1744, Sotheby's is one of the world’s oldest companies and became the world’s first international auction house in 1955.
It has since become a pioneering world leader by diversifying and today the brand also dominates the luxury real estate sector.
“Our close association with Sotheby’s International Realty, also affords our clients an invaluable international reach that no other
agency can offer.

It is inevitable that the industry will continue to change, with digital technology further disrupting the traditional model of agency
practice but the Pinkers believe that there will always be a need for passionate property practitioners. “At the end of the day, the
human factor is indispensable as an agent is not only a broker but ultimately the conduit who balances the emotion between buyer
and seller and ensures a seamless transaction by guiding them through every step of the lengthy and convoluted process.”

Richard Pinker Sue Pinker
083 254 0480 | 011 312 5218 082 789 1100 | 011 312 5218
richard.pinker@sothebysrealty.co.za sue.pinker@sothebysrealty.co.za

CANDIDATE PROPERTY PRACTITIONER CANDIDATE PROPERTY PRACTITIONER NOTHING COMPARES.
PPFFC: 1222431 REGISTERED WITH THE PPRA PPFFC: 1222433 REGISTERED WITH THE PPRA sothebysrealty.co.za